Last year on Double Eleven, the two super anchors who set a pre-sale digital record were destined to fail to achieve another success this year. On the evening of September 20, without any trailer, Li Jiaqi, who had disappeared for 109 days, resumed the broadcast. More than 60 mil

Last year, the two super anchors who set a pre-sale digital record were destined to not achieve another success this year.

html On the evening of September 20, without any preview, , Li Jiaqi, who disappeared for 109 days, was replayed. More than 60 million netizens flocked to the live broadcast room for more than two hours, with 120 million sales, once again proving Li Jiaqi's strong sales ability.

On the other side, after more than 9 months of blocking, Viya "returned" in another posture. Recently, Viya's husband ( Dong Haifeng ) participated in the small home appliance brand Delma, which invested 150 million yuan, will be IPOing. If the listing is successful, the Via family may make another generous income.

When will Li Jiaqi live again remain to be seen, but for Viya, who is extremely unlikely to come back, how to build her own business empire behind the scenes is obviously more important.

2020 Delma found the top anchors of major platforms, Simba , Sydney, Luo Yonghao have all brought goods for it. The two top Taobao anchors, Delma, finally chose Via. Via has brought Delma many times in the live broadcast room, and its Qianxun Culture has become the MCN company that Delma focuses on cooperation.

In November 2020, Viya's husband (Dong Haifeng) became the seventh largest shareholder of Delma, with a total amount of 150 million yuan and a shareholding of 2.84%. Media speculated that this investment was not purely financial investment in , but should be a "service fee investment". In other words, Viya used live streaming to help Delma sell products, and Delma converted the "service fee" that should have been paid into shares. In addition to Delma, Via and his wife also invested in Giant Bio in similar ways.

If media guesses are true. Whether it is Delma or Giant Bio, the Viya team chose to invest in "quasi-IPO" companies. The service fee is converted into shares, short-term interests are exchanged for long-term benefits, and small profits are used to make a big profit. In the future, the stock price will definitely make a big profit. Even if the stock price performs poorly, it will not lose Viya's "old capital".

If Weiya has been active in the position of a first-line anchor and copied according to this model, no one dares to easily draw conclusions on how many listed companies can there be under Qianxun Culture's name.

In December 2021, the Hangzhou Taxation Bureau issued a "1.341 billion" fine, tripping Weiya running on the road of money. On April 29, 2022, Qianxun Holdings' official official account posted a message saying that Yunfeng Fund , Junlian Capital , etc. withdrew from its shareholder ranks. Yunfeng Fund is an private equity fund established by entrepreneurs such as Jack Ma and Yu Feng . Behind Junlian Capital is Lenovo Holdings . As a result, Qianxun Holdings became a "family business".

does not have Ali , and Viya, who has retreated behind the scenes, has repeatedly made new tricks in choosing the "heir" and is more bold. On February 12 this year, a Taobao live broadcast room called "Bee Surprise Club" was launched. So far, the number of fans has exceeded 5.11 million. On May 7, Weiya's former assistant broadcaster Qier started her live broadcast debut on Douyin . Data shows that Qier's sales on the day of its premiere reached 18.23 million. At present, Qier has 3.53 million TikTok fans. It seems to be to avoid suspicion of "Viya" and "Bee Surprise Club", the company certified by this live broadcast room is Hangzhou Baifeng Culture Media Co., Ltd. According to Tianyan Check, this company has no business information related to Via and Qianxun. Qi'er has terminated her labor relationship with Qianxun. Qianxun's internal employees insisted that the Chuxing Media, which Qier signed a contract now, is a company incubated by Qianxun's internal entrepreneurial ventures, and has nothing to do with Qianxun. But the "Bee Surprise Club" and Qi'er both were deeply imprinted by Viya. But unfortunately, Via is the product of "the right time, place, and people". "Bee Surprise Club" and Qi'er are in the live broadcast era or personal charm for the time being.

But Qianxun is there any better way out besides doing live broadcasts?

It seems that from the moment Viya stopped broadcasting, Qianxun had already thought about how to survive the "post-Via" era by live broadcasting. After Viya's "accident" in December 2021, her live broadcast team not only did not disband or lay off employees, but quickly resumed work after only one week of vacation. This year, some departments even joined interns and newcomers.

In June this year, Qianxun established another live broadcast company - Beijing Qianyue Culture Media Co., Ltd. Although the conditions for live streaming sales are not as good as those of Viya when she was, they can finally play the role of " cash cow " for the company.

At the same time, does not count as Viya and the others still have tens of millions of fans in the Taobao system, GMV 10 billion+, and thousands of cooperative brands. With these, Via can still gain "bargaining power" in the PK with many MCN institutions. In addition, Weiya ended up as an investor and established Qingdao Qianmiao Private Equity Fund Management Co., Ltd., and many brands that have previously cooperated can continue to cooperate through other live broadcast rooms. In addition, Weiya has more than 9,000 WeChat groups. Conservatively estimated that according to 200 people in each group, Weiya still has more than 1.8 million private domain users. These are still loyal users who can afford to pay.

Viya and her husband still have many invisible assets. There are 18 companies related to Via, and she also holds the position of legal representative in 12 companies; Via’s husband Dong Haifeng has 25 companies related to Via’s husband Dong Haifeng and 20 companies serving as legal representative. Qianxun Holdings controls 26 enterprises, including advertising, supply chain, e-commerce, trade and other businesses. As its most important subsidiary, Qianxun Culture has 14 holdings. With the superposition of multiple identities, Via has formed a huge business empire.

Viya, who left the live broadcast room, is attacking through the "resources" around her, continuing to tell capital stories and maintaining her business empire. For a woman with 20 to 30 billion, the path she takes behind is called starting over.