Spring Festival Gala C position, why do we still need Li Ziqi

Wen| face

The opening scene of the 2025 Spring Festival Gala gave top celebrity Li Ziqi.

On the evening of January 28, Li Ziqi wore a long blue and yellow gradient dress and became the opener of the cultural feast. She spread her hands gently, and the wings of the golden-weaving butterfly behind her also fluttered. In five seconds, she demonstrated thirteen intangible cultural heritage skills, including plant dyeing, Qingshen bamboo weaving, mother-of-pearl, Chengdu lacquer art, Qiang embroidery, and Yingshan flower entanglement.

Li Ziqi said that the costume I showed in the end came from more than a dozen intangible cultural heritage inheritors. It was a program sponsored by everyone. I think they are more worthy of being seen.” rdquo; After receiving an invitation to the Spring Festival Gala, Li Ziqi visited a number of intangible cultural heritage inheritors and presented the water part of the five elements of gold, wood, water, fire and earth in the program “Welcome Blessing”.

Li Ziqi only had a glimpse of the Spring Festival Gala, but behind it was years of cultural accumulation. Obviously, after more than three years of stopping, everyone has not forgotten Li Ziqi. Tinggan has also been given a certain meaning of precipitation, and her writing has become even more valuable.

▲ Picture: Li Ziqi at the Spring Festival Gala

On the afternoon of November 12, 2024, Li Ziqi returned. This time, she was not only a pastoral endorsement, but also an ambassador for intangible cultural heritage promotion. Three new videos were released one after another, introducing Sichuan intangible cultural heritage such as carved lacquer hidden flowers, silk reeling, plant dyeing, and Sichuan brocade. In the video, Li Ziqi stands in the mountains in the early morning, waiting for the clouds to dissipate. As always, the years are still, but with a unique beauty of pushing aside the clouds and seeing the moon bright.

More importantly, Li Ziqi began to formally write herself.

She changed the name of her ID card from Li Jiajia to Li Ziqi, the more well-known name. She renovated grandma’s wardrobe with purple paint that is similar to the homophonic sound of her name, which means that the purple gas has come from the east, and the purple (purple) and the seventh (lacquer) have returned. She built a house for herself, and in a symbolic sense, Li Ziqi started her own business. Her last update dates back to July 14, 2021. The video update of Li Ziqi’s social media account stayed at “Chai, Rice, Oil, Salt, Sauce and Vinegar Tea”, and then the video was no longer updated due to the company’s turmoil.

Li Ziqi is returning strongly. Can intangible cultural heritage become a new traffic code? Can the conflict of interests between top-notch Internet celebrities and MCN be settled? Is there a new solution to the problem of balancing creation and commercialization? Behind this, perhaps a more worthy proposition is: Why do we still need Li Ziqi?

1. The return of the top stream brings pastoral songs that are not tired of listening to

I haven’t seen you for many years, but I’m still at the top of the list.

Li Ziqi’s video style is as always. The days and times change in the morning mist and the starry sky at night. The empty mirror of the lens is still hydrangea, rose, clematis and grapefruit trees. The intangible cultural heritage skills she will learn are applied to specific life and objects, expanding everyone ‘s imagination of daily life, and also bringing modern eyes back to a door, a ladle of water, and a cloud.

The American magazine Wired called Li Ziqi The Chinese Queen of Cottagecore (China’s Ideal Rural Life). Cottagecore specifically embodies idealized rural life and is an aesthetics that advocates simple life (especially rural life). It encourages lifestyles rooted in traditional skills, such as baking bread, gardening and sewing your own clothes, with millions of corresponding hashtags on Instagram and TikTok.

Three years have passed, why do we still need Li Ziqi?

During Li Ziqi’s shift stop, many big Internet celebrities appeared on social platforms, but the rollover rate also increased significantly. For example, Brother Yang and Brother Yang used funny and funny Short Video to gain a large number of followers, and quickly converted traffic into live broadcast sales. Their production model is easy to be copied and replaced. Coupled with the restrictions of human settings, it is easy to see situations where the public does not pay the bill in the later period. From this point of view, high-quality production content, high-quality bloggers ‘character and high-quality fan relationships, as well as the capture of social popular emotions, are all indispensable for bloggers to be evergreen.

▲ Picture: Screenshot from Li Ziqi’s Weibo

Always imitated, it is difficult to surpass.

Sliding through the video social APP, most of the video content taken by the bloggers of agricultural and rural intangible cultural heritage craftsmen have some similarities to Li Ziqi’s videos. Nostalgic bloggers continue to renovate, and the male version of Li Ziqi, hard core Li Ziqi, and the second Li Ziqi emerge one after another. However, after the hustle and bustle, they often end up with the collapse of the human design, and they will never be like you.

The ups and downs of the Internet, we still look forward to the return of such a child who focuses on slow life and true creation. Therefore, on the first day of Li Ziqi’s return, she raised her arms and raised her fans by 5 million yuan.

Li Ziqi is the earliest model for IP branding operations. As of now, her account has 20.6 million subscribers, which is about 1/3 of Taylor Swift’s. Li Ziqi has a certain content influence in domestic Short Video and medium and long videos, and fans have high recognition and adherence to it. On the Double Eleven in 2019, Li Ziqi’s Tmall flagship store had single-day sales exceeding 80 million yuan.

The value conveyed by Li Ziqi is not simple and simple. While she advocates slow life, she also returns to the original.

In the video of building her own forest wooden house, Li Ziqi chose a round bamboo branch gate, supported by the central axis and symmetrical in all directions. When the door was pushed open, it was a rotation, which was flexible and harmonious. Echoing the square structure of the overall wooden house, it presents the natural beauty of the integration of radius and radius. She worked tirelessly to carry and sharpen every piece of wood and bamboo branch, combine rafters and purlin wood, use local materials, lay vegetation mats, build a roof, and then compact the land and pad bamboo tubes as the floor. She has always returned to the essential nature and original methods to build her own world and give us the imagination of the world.

What is even more difficult to imitate is that Li Ziqi’s close relationship with her grandmother has completed the construction of ideal family order in traditional villages.

▲ Picture: Li Ziqi’s grandma, picture source Li Ziqi’s Weibo

“Building, in modern society, is combined into building systems, frameworks, and sop (process). In Li Ziqi’s pastoral narrative, it is building houses and gardens. People re-perceive their own local nature. For modern people in the city, The call from the natural land is like a touch of nostalgia that is forever incomplete, lingering forever.

2. Samples of cultural sailing that transcend cultural barriers

Li Ziqi’s brand effect has a long tail effect. During the shift break, her Youtube fans are still growing and continue to generate advertising revenue. Li Ziqi is popular in overseas markets, with nearly 20 million subscribers on YouTube. Based on the platform’s advertising sharing mechanism, her monthly advertising revenue is quite considerable. Even when she stops working, the number of fans does not decrease but increases.

This stems from the high production level and strong screening nature of Li Ziqi’s videos. In an era when Short Video are at their peak, Li Ziqi chose to focus on high-quality medium and long videos. Previously, some fans analyzed that in Li Ziqi’s video, nearly 200 scenes could be used in 10 minutes. Most of her videos have gone through cold and summer, and the picture quality and light and shadow composition are very exquisite, which can reach the level of documentary production. Therefore, users who love long videos and pastoral style have high loyalty to the Li Ziqi brand.

Neither speed nor speed is Li Ziqi’s video rhythm, but also her own style. After three years of precipitation, the theme of her first video back was making lacquerware, a China’s intangible cultural heritage. Chengdu Lacquerware stated that Li Ziqi made it independently throughout the entire process. There are also reports that Li Ziqi developed an allergic reaction after first exposure to raw lacquer.

The ingenuity of not wasting time and the focus of not seeking external attention are the shortcomings of modern life. Li Ziqi’s works have become idyllic songs for modern people to escape fast-paced life and find spiritual placement. They have also used them to find irreplaceability that distinguishes them from other video bloggers. Many people believe that Li Ziqi has a high brand effect and is an existence between Internet celebrities and celebrities.

This is also the basis for Li Ziqi’s commercialization. Some people believe that Li Ziqi’s commercialization path is different from that of ordinary Internet celebrities. She also has potential in cultural sailing and local cultural tourism.

▲ Picture: Li Ziqi, who is popular on youtube

Previously, Li Ziqi had not brought goods through live broadcasts, but embarked on the path of e-commerce brand operation. On the homepage of Li Ziqi’s flagship store, her personal label is Oriental Food Lifestyle. When people buy the products appearing in the video, it seems that they can get a piece of Li Ziqi’s tranquil life, just like a souvenir from Peach Blossom Land, so the sequelae of modernization are healed in landscape consumption.

On August 17, 2018, Li Ziqi’s Tmall flagship store opened, and its products have become more expensive due to their cultural ancillary value. For example, Li Ziqi cooperated with the Forbidden City to sell Su-made sauce in a Taobao store with the same name. In less than a week, sales exceeded 60,000. In the video, she personally mixes the ingredients, selects the materials, and advertises the slogan of slow life. Even though the price is 59 yuan for two bottles, the sales volume is still good. In contrast, Lao Gan Ma has less than 10 yuan for a bottle.

But on the road to commercialization, Li Ziqi and his former employer finally parted ways.

Li Ziqi once said that I don’t want Li Ziqi’s IP to have too high commercial value. I think these things are double-edged swords, and all I want to protect is this name.” rdquo;

This sentence is meaningful and also implies that there is no lack of filth behind the poetry. In the first video of Li Ziqi’s return, the first bullet comment was to hope that the capital father would do better to Ziqi. Obviously, netizens have not forgotten why Li Ziqi disappeared before.

In 2016, Li Ziqi reached a cooperation with a company called Weinian. During the honeymoon period of the cooperation, Li Ziqi focused on content creation, while Weinian was responsible for operation and promotion. Although Weinian and Li Ziqi jointly built the Li Ziqi brand, the operating ownership of Li Ziqi’s brand IP is not clear. Since then, Weinian has registered multiple Li Ziqi-related trademarks, covering multiple categories such as food, clothing, and beauty.

In July 2021, Li Ziqi stopped working and later issued a document accusing capital of good means and falling into a dispute.

In the end, Li Ziqi returned to Li Ziqi’s hands.

3. Return Li Ziqi to Li Ziqi

On a deeper level, Li Ziqi’s explosion satisfies the lost nostalgia of modern people and has become the originator of leading the world ‘s lifestyle.

In modern industrial society, people are forced to accelerate towards more modern civilization and become a screw in the bureaucratic system. The rhythm of life, cultural customs, and economic forms of the past are quickly submerged.

According to American historian David Lowenthal, nostalgia is a common psychology in today’s world, and no other word can better describe this modern disease.

Dissatisfaction with the current situation and pessimism about the future are the nourishment for nostalgia. Even though the way social media plays have changed a lot, popular social sentiments have not changed in essence. Li Ziqi used this universal psychological need to cross cultural barriers and become a sample of cultural sailing. After all, people who want to escape the atmosphere of competition, greed, and anxiety are everywhere in every corner of modern countries.

“When the world needed her most, she returned. Welcome back (When the world needed her most, she came back, welcome back). Under the comment section of Youtube’s purple lacquer wardrobe video, netizens from all over the world expressed their joy at Li Ziqi’s return.

Different from other VCs with large traffic who were forced to withdraw from the Internet, Li Ziqi took the initiative to cut off work for three years, becoming a white moonlight celebrity in the hearts of netizens.

As Internet celebrities have more and more control over traffic, self-media IP relies more on their creativity and appeal. The contradiction between top celebrities and MCN has become more apparent. Benefit distribution is still an essential issue. The most recent outbreak was Dong Yuhui and Dongfang Selection.

While the news of Li Ziqi’s comeback was overwhelming, there was also news that You Xu, founder of Internet celebrity Internet celebrity Langweixian, was finally sentenced to 8 years in prison and a fine of 1 million yuan for committing the crime of embezzlement. He was ordered to return the embezzled company funds and online accounts. The difference is that the Langweixian IP case is mainly an infighting between MCN and shareholders, but the essence is still a matter of account ownership.

It is true that when Li Ziqi was popular, it was still an era when Internet celebrities needed MCN support. As Internet celebrities became more and more aware of the initiative in traffic, self-media IP relied more on their own creativity and appeal. The contradiction between top Internet celebrities and MCN has become more apparent, and the distribution of benefits remains an essential issue. The most recent outbreak was the selection between Dong Yuhui and Dongfang. In addition, head beauty blogger Cheng Shi ‘an posted a tear on the blog. UP owner Xiang Xiang Da Battle claimed that MCN Company was not helpful to him. Later, he set up his own business and had 10 million + fans. The fat eater and MCN quarreled behind them.…

When the news of Li Ziqi’s comeback was overwhelming, there was also news that You Xu, founder of Internet celebrity Internet celebrity Langweixian, was finally sentenced to 8 years in prison and a fine of 1 million yuan for committing the crime of embezzlement. He was ordered to return the embezzled company funds and online accounts. The difference is that the Langweixian IP case is mainly an infighting between MCN and shareholders, but the essence is still a matter of account ownership.

The world is bustling for profit, and the world is bustling for profit. What Li Ziqi is truly irreplaceable may not only be the pastoral narrative in the camera, but the simplicity and self-discipline of the world that went against me and still never forgot when he came back." nbsp;