GuShiio.com Wen| Alphabet List, Author| Xue Yaping, Editor| Wang Jing
Although his personal account was blocked by Douyin, his son Wang Xiaofei claimed to sever ties with him, he was criticized by netizens across the Internet.……However, Zhang Lan’s cargo carrying business continues.
Starting from February 9, in addition to the three accounts blocked by Douyin, multiple platform accounts controlled by Zhang Lan and Wang Xiaofei’s mother and son have all opened live broadcasts.
In the video account, Zhang Lan gained a lot. Early in the morning of February 10, the WeChat video account account Zhang Lan, the founder of South Beauty, had already started broadcasting. Although Zhang Lan did not appear in the live broadcast room, as of 5 p.m., nearly 200,000 people still poured in.
Ma Liuji, another account related to Zhang Lan’s video account, attracted 10,000 people to watch it in less than ten minutes after it started broadcasting on February 10. On February 9, the account was broadcast live on the video account for about 12 hours. 600,000 people poured into the live broadcast room and sold more than 10,000 products in one day.
Source: Zhang Lan’s WeChat video account
Not only the video account, but also the Ma Liuji account on multiple platforms across the network has resumed live broadcast.
After stopping broadcasting on February 7, Ma Liuji resumed live broadcasts on Taobao today. As of the afternoon of February 10, more than 10,000 people have poured into the live broadcast room, and the live broadcast room ranks first in the Taobao Grain and Oil Fast Food List. Ma Liuji’s Jingdong live broadcast room has also resumed live broadcast. The last live broadcast was on January 16 this year. As of the afternoon of February 10, the account ranked first in the list of Jingdong Grain and Oil Flavors. Nearly 10,000 people also watched the live broadcast of Xiaohongshu. As of press time, it ranked first in the list of Xiaohongshu-style delicacies, gaining 10,000 fans a day; the live broadcast of Fast Hand also attracted 100,000 people and entered the list of food selections. 11th place.
Illustration: Ma Liuji Live Broadcast on Different Platforms
Ma Liuji has also launched live broadcasts on multiple matrix accounts on Douyin. Some accounts that have not been broadcasting for a long time have resumed live broadcasts in the past two days. Some live broadcast rooms have no more than 100 people, and some have no more than 5000 fans.
Zhang Lan is also rapidly establishing new accounts for live broadcasts, such as Ma Liuji Hot and Sour Powder. On February 10, more than 5 Ma Liuji Hot and Sour Powder accounts on Douyin launched live broadcasts at the same time.
On the other hand, Ma Liuji’s offline business does not seem to have been affected by negative public opinion.
At 6:30 pm on February 9, the Alphabet List went to Ma Liuji Store in Joy City, Chaoyang, Beijing. There were still many people queuing outside the store. The clerk said that there are 15 tables in front and it takes 15-20 minutes to wait.
The Maliuji store located in Beijing International Trade Mall has a queue of 24 tables, which takes an hour and a half.The shop assistant said that they would need to queue up for the past few days and suggested eating at the Yintai store opposite, where the number of people would be relatively small.
The store account of Ma Liuji Live Broadcast also shows that offline business is booming. On the evening of February 9, 4 stores in Ma Liuji were broadcast live on the top 100 Beijing Hour List. A store manager turned his camera to the inside and outside of the store in the live broadcast room. The seat was full and there were customers waiting outside. rdquo;
However, for Ma Liuji, the basics of business are online. In 2023, when Ma Liuji was most popular, online revenue accounted for 70% of its revenue. Store live broadcasts are obviously not enough to recover the losses of the three accounts.
According to Feigua data, in 2022, 80% of sales of Ma Liuji’s products will come from live broadcasts, with Zhang Lan and Wang Xiaofei ranking among the top three. Data from the new list shows that from November 2022 to November 2023, it is estimated that Zhang Lan Douyin’s live broadcast room sales will exceed 1 billion yuan. Although the popularity of Zhang Lan’s live broadcast room has dropped in 2024, the basics are still not small.
In 2024, the annual GMV of goods brought in Zhang Lan’s live broadcast room will be 150 million to 200 million yuan, and the annual sales of Zhang Lan’s matrix account Zhang Lanzhi will also be 10 million to 25 million yuan; Wang Xiaofei will bring in a total of 130 million to 180 million yuan in 2024.
Such results cannot be attributed to the ability of Zhang Lan and Wang Xiaofei and her son to obtain traffic. Now, with the passing of the big S company, Zhang Lan’s traffic password is gone. Although online and offline business is still booming,But no one is sure if this is the last madness of Zhang Lan’s traffic business?
01
“Bringing goods in four hours to 750,000 yuan is Zhang Lan’s last achievement in Douyin. The live broadcast has not ended yet, and Zhang Lan and Wang Xiaofei’s accounts have been permanently blocked by Douyin.
On February 6, three days after the broadcast was suspended due to the death of Big S, Zhang Lan resumed the broadcast. In less than five minutes, the number of online users in the live broadcast room exceeded 100,000, jumping directly from the top 100 to the top 20 in the overall list of goods with goods.On the same day, Zhang Lan’s live broadcast lasted 1 hour and 13 minutes, and a total of 9.3 million people poured into the live broadcast room, bringing a total of 1 million to 2.5 million yuan in goods.
This amount of goods is equal to 1/6 of the annual income of Ma Liuji’s single store.“Entertainment Unicorn reported that some catering analysts have said that Ma Liuji’s average annual revenue per store is estimated to reach 6 million to 8 million yuan.
In the past three months, Zhang Lanqiao ‘s life account brought 25 million to 50 million yuan in goods; Wang Xiaofei’s account brought 25 million to 50 million yuan in goods; Zhang Lanzhi, who was also banned, was selected and brought 2.5 million to 5 million yuan in goods in the past three months.
Photo note: Zhang Lan Douyin Live Room on February 6
Compared with offline, online is the foundation of Ma Liuji.It was Zhang Lan who relied on consuming everything from Big S to revitalize this company that was on the verge of bankruptcy.
In May 2022, Wang Xiaofei cried that the news that the restaurant Ma Liuji had gone bankrupt became a hot search. If she didn’t open it for business, she might face bankruptcy next month. rdquo; Zhang Lan also revealed in the live broadcast room that Wang Xiaofei’s store loses more than 2 million yuan per month.
At that time, it was less than two years after Wang Xiaofei founded Ma Liuji. A few months after the rumors of bankruptcy broke out, Zhang Lan received a traffic bonus in the live broadcast room because of her son’s divorce, hyped up mattress and electricity bills, as well as her online tear with her ex-daughter-in-law’s family.
In the live broadcast room, Zhang Lan was aggrieved by Wang Xiaofei and scolded his former daughter-in-law’s family; at the same time, she held the Ma Liuji Hot and Sour Powder in front of her face, asked people to click on the small yellow car below, and waved it in front of the camera. Six packs.
At that time, Zhang Lan’s weekly live broadcast brought goods reached 100 million to 250 million yuan, and Ma Liuji’s official Douyin account could also bring goods of 10 million to 25 million yuan a week.
At its peak, Zhang Lan’s weekly amount of goods exceeded the annual revenue of all stores offline Ma Liuji. Prior to this, the daily sales of Zhang Lan’s live broadcast room were less than 50,000 yuan, and the maximum number of online users was only 500.
Riding on the popularity of big S and consuming big S has always been the traffic password in Zhang Lan’s live broadcast room.
After relay fees and mattress treatment, Zhang Lan also performed green tea and stewed egg treatment in the live broadcast room; she also imitated the Dressing action of her eldest S husband Ju Junye in the live broadcast room, laughing and saying that she would make money with two ririri, so would Sister Lan.
When Big S wore a black dress and a black headscarf to attend the funeral of his sister Little S’s father-in-law, he was criticized by public opinion for revealing his clothes due to reflective material and problems with photo light. Later, Zhang Lan also deliberately wore underwear outside the live broadcast room, bringing chest stickers and underwear to the live broadcast.
Zhang Lan even said that the eldest son was indifferent to his children, resulting in his grandson being expelled from school because he never went to school. Big S later issued a clarification, accusing Zhang Lan of spreading rumors and demanding her apology. He also attacked Big S for taking drugs, but those were Snoth and hospital prescription drugs for insomnia; he criticized Big S for cheating, cheating, and being too scheming; he also criticized Big S for inviting wolves into the house without considering Xiao Yue ‘er’s safety, and bluntly said that Ju Junye was a sexual wolf.
In addition to consuming the big S couple, Zhang Lan also made pornographic rumors about the small S and the big S mother in the live broadcast room, openly playing the interaction between the small S and Ju Junye; rumored that the big S mother was sitting on the stage.
These so-called melons contributed popularity to Zhang Lan’s live broadcast room and turned them into real money.
For example, on June 19, 2023, host Huang Zijiao exposed a bunch of negative news about artists, including the names of Big and Small S. Zhang Lan immediately sold cantaloupes online in the live broadcast room, and played songs such as “Good Days” and “Beiershuang” in the live broadcast room. She went on to disco and changed into a red suit. The number of viewers in the live broadcast room once exceeded 10 million yuan, and the sold well was between 10 million yuan and 25 million yuan, compared with 2.5 million yuan in the live broadcast room the previous day.
Another example is that during the half month when Zhang Lan spread rumors about her grandson dropping out of school, Zhang Lan brought in 7.5 million yuan in goods in half a month. In the previous half month, the goods brought were 1 million to 2.5 million yuan.
Data from the new list predicts that from November 2022 to November 2023, Zhang Lan’s live broadcast is estimated to have sold more than 1 billion yuan in one year. In addition, Ma Liuji also sold 100 million barrels of hot and sour noodles in 2023.
In December of this year, Wang Xiaofei attended the annual meeting of corporate leaders hosted by “China Entrepreneur” magazine. At the meeting, she said that Ma Liuji is not a traditional catering brand. We are an offline experience store and a place to catch the experience of traffic output.“” He also thanked his mother Zhang Lan. Ms. Zhang Lan was very effective in bringing goods. I said, don’t help others bring goods. Please help our Ma Liuji bring goods.&“ rdquo;
Zhang Lan’s hype has watered Ma Liuji’s offline stores. In November 2022, when Ma Liuji was at its peak, the International Trade Mall store was full of people. Wang Xiaofei once revealed that the market turnover rate of Guomao Store can be up to 7 stores. Because it was too popular, another store was opened in Yintai opposite the street.
A scalper who provides professional catering services to major Internet celebrity stores in Beijing said thatMa Liuji’s agent queuing orders were at its peak when there were about 10 orders a day.
In July 2023, Li Hong, a white-collar worker working in Beijing, spent 300 yuan on a scalper number and asked the scalper to queue up for him at Maliuji International Trade Store. As a result, the scalper took the money and left without doing anything. When I got there at 6 o’clock, there was no more. The service staff told Li Hong that the queue started at three o’clock.
But without the gossip of Big TV and Wang Xiaofei, fans no longer buy Zhang Lan’s account.During this period, Zhang Lan also thought of many ways to hype up her relationship with Dong Mingzhu. For example, Dong Mingzhu invited her to cooperate in the live broadcast to bring goods; asked many young fresh meat employees to dance in the live broadcast room to attract fans; and even directly hyped up her own emotional history in the live broadcast room, and pushed her ex-husband Wang Zehan (also known as Wang Xi) to the camera.
However, most fans did not pay for Zhang Lan’s personal emotional history, but instead led to more fans being removed. As online traffic drops sharply, the number of stores in Ma Liuji is decreasing, sounding the alarm of growth pressure.Nowadays, several million-level accounts have been banned, and you can imagine the pressure on Ma Liuji.
Zhan Junhao, public relations partner of Fuzhou Gongsun Ce, said that the Ma Liuji brand has mainly developed through live broadcasts and traffic. Zhang Lan and Wang Xiaofei’s live broadcast rooms were once the main source of traffic for the brand. After the ban, Ma Liuji’s exposure and attention on the Douyin platform have dropped significantly, online traffic has dropped sharply, and online sales are expected to drop significantly in the short term.
02
Zhang Lan, who is 67 years old, has been in business for more than 30 years. She founded Alan Restaurant, South Beauty and Lan Club. Until a few years ago, she became the spokesperson of Ma Liuji founded by her son Wang Xiaofei.
Sky Eye data shows that currently, Zhang Lan is associated with a total of 7 companies, all of which are in a state of cancellation or cancellation, including Beijing Anrunlin Investment Management Co., Ltd., Beijing Jinxiu Jiangnan Consulting Co., Ltd., Beijing Alan Restaurant, etc.
It can be said that Ma Liuji is Zhang Lan’s only son.
Ma Liuji is divided into two business lines: catering and hotel. In 2022, Beijing Ma Liuji Hotel Management Co., Ltd. was established as the operating head office of Beijing Ma Liuji Hotel. So far, the company has invested in 10 hotel management companies abroad.
But at present, whether the wine management company will become bigger and stronger in the future is still uncertain.
In May 2023, Wang Xiaofei and Ma Liuji established a Jinhua Ma Liuji Hotel Management Co., Ltd. In less than a year, the company was included in the list of abnormal business operations. At the end of last year, the company was cancelled.
Photo source: Sky Eye Inspection
In 2024, Ma Liuji and Yao Shi Hotel will cooperate to develop high-end hotels. According to “Liquor Management Finance”, the first hotel co-founded by Wang Xiaofei in China, Qingdao Yaoshi X Hotel, will open in 2024. The price starts at 300 yuan and has a score of 4.9. According to reports, Wang Xiaofei will deploy the hotel in 30+ popular business travel cities in the future.
However, only seven days after its opening, this hotel has received negative reviews from many customers. Nowadays, on social platforms, there are also many people who lightning this hotel.
Some industry insiders pointed out that Wang Xiaofei has great ambitions, but if there are only fancy gimmicks and average quality, service or customer experience, once this negative impact spreads on social media, it will ferment much faster than other hotels.
The hotel business is still unclear, and Zhang Lan’s mother and son rely most on Ma Liuji’s catering business line.
Today, Ma Liuji has opened 37 stores across the country. Regarding this speed of opening stores, Wang Peng, an associate researcher at the Beijing Academy of Social Sciences, said that it will help increase brand awareness and market share, but there are also certain uncertainties and risks. For example, the site selection, decoration, personnel training and other aspects of new stores require a lot of resources and energy. If management is poor or the market environment changes, it may have a negative impact on operations.
The reason why Ma Liuji can sold well is due to the traffic brought by Wang Xiaofei’s divorce to Zhang Lan’s live broadcast room, and on the other hand, it comes from the OEM manufacturer Akuan Food in the supply chain behind it. In 2022, Ma Liuji will become Akuan Food’s second largest customized sales customer, accounting for 18.96% of Akuan Food’s total customized sales revenue during the same period.
However, the OEM model may also become an unstable factor in Ma Liuji’s listing.Zhan Junhao said that Ma Liuji’s foundry model may cause problems in quality control and supply chain stability. Finally, whether Ma Liuji’s performance can continue to grow steadily is also a major issue affecting its listing success. With the tightening of IPO-related policies, especially for ordinary consumer goods companies, most IPOs have failed in the past two years.
Wang Xiaofei said that her biggest dream is to successfully list Ma Liuji within five to ten years, and this is also Zhang Lan’s dream. According to Bloomberg quoted sources, Ma Liuji is considering an IPO in Hong Kong in 2024. Zhang Lan responded at the time, not yet.
Now, Douyin has cut off Zhang Lan’s dream of being an anchor, and the dream of Zhang Lan and Wang Xiaofei’s mother and son to go public is likely to be cut off.
resources：
- “Zhang Lan and Wang Xiaofei are banned, losing hundreds of millions of sales in a year, but the biggest headache is still the Six Chronicles of Ma” new list
- “Wang Xiaofei: Special thanks to my mother, Ms Zhang Lan” China Entrepreneur
- “Zhang Lan’s live broadcast of Ma Liuji sells for tens of millions a day: Douyin’s new sister is born?” entertainment unicorn
- “Dialogue with Wang Xiaofei: 2022, thrilling| Exclusive to Shennet “Shennet Tencent News
- “Zhang Lan: Live broadcast for 10 hours every day to overcome difficulties, wanting to realize her dream of going public with Wang Xiaofei” First Finance and Economics
