"The mountain has a cap, the sea has its other shore, I have you." On the evening of October 24, Internet celebrity Zhang Dayi posted a high-profile photo in a book and officially announced his engagement with the so-called "you".
I don’t know whether it was intentional or coincidental. The time when Zhang Dayi announced it happened to be stuck on the eve of Tmall Double 11’s official pre-sale.
You should know that two years ago, the love scandal between her and the former prince of Ali , Jiang Fan was a hot topic. Jiang Fan’s wife Dong Huahua personally started to fight and named Zhang Dayi as the “third party”. This scene directly brought the three of them into the spotlight. Even before this, many people had never heard of the name "Zhang Dayi", but they more or less remembered her slightly sweet baby face.
Before the scandal, Zhang Dayi was definitely the "Taobao No. 1 Internet celebrity". When she was the most popular, she earned 300 million yuan a year. Her takeoff also made Ruhan Holdings behind her taste the sweetness. In April 2019, Ruhan Holdings completed its listing on Nasdaq under the title of "the first Internet celebrity stock" and "the only MCN institution that has been invested in Alibaba ".
However, after the scandal, Zhang Dayi's traffic and reputation both faced a sharp decline, and his commercial premium as a leading KOL also plummeted.
Possibly, what has brought Zhang Dayi happiness in the past two years is the man who is by her every day now. Unlike Jiang Fan, the new partner is suspected to be a rich second-generation Sichuan real estate. He usually likes to show off luxury cars and posts life photos.
1 Suining Real Estate's second-generation romantic proposal
Half a year ago rumored that the woman and Jiang Fan were married
Recently, a netizen posted a proposal video, saying that "the number one female internet celebrity on Taobao" Zhang Dayi is engaged.
Then, Zhang Dayi announced the engagement information on her social platform. Judging from the photos posted, Zhang Dayi was wearing a snow-white long dress that day, dressed purely. The man was wearing a black suit and expressed a mixed feeling, kneeling on one knee, holding a microphone in his hand, feeling affectionate.
Faced with the man's proposal, Zhang Dayi agreed without hesitation.
According to the information circulated on the Internet, Zhang Dayi's new object is suspected to be the second-generation rich Liao Junhao of Sichuan. His family is engaged in a land business and has considerable assets.
In a short video posted by Liao Junhao, you can see that there is a supercar McLaren with SpongeBob stickers, and a big yellow G is parked behind it.
His circle is full of rich people. He usually meets with friends, just like a few rich second-generation luxury cars meeting. The different colors of Lamborghini are blinding.
On Weibo , Liao Junhao himself is certified as the deputy general manager of Sichuan Dingcheng Real Estate Development Co., Ltd. Not only that, he also serves as a major shareholder in four companies including Suining Yashe Junhao Sunshine Hotel Co., Ltd., Sichuan Minhua Agricultural Development Co., Ltd., and Sichuan Prince Foot Massage Service Co., Ltd.
The above five enterprises are all small and micro enterprises, and their addresses are in Suining City, Sichuan Province. Their business scope involves real estate development, accommodation services, agricultural planting and foot massage services, etc.
Liao Junhao's father is suspected to be Liao Jiaguo, a well-known entrepreneur in Suining. Deep Blue Finance noticed that in a photo shown by Liao Junhao, Suining City once held the National Fitness "Junhao Cup" Table Tennis Open. One of the organizers of the competition is "Junhao Construction Group Co., Ltd.". According to industrial and commercial information, Junhao Construction Group Co., Ltd. was established in 2003 with a registered capital of 80 million yuan. legal representative is Liao Jiaguo, who controls many enterprises named after "Junhao" in Suining.
Liao Junhao is also suspected to have invested in the film and television industry. Not only did he appear in the opening ceremony of Wang Baoqiang , but he also took intimate photos with Chongqing rap singers GAI , celebrity Huang Xiaoming and others.
Based on various clues, it is speculated that Zhang Dayi and Liao Junhao should be in love for about a year.
In December 2021, Zhang Dayi posted a message saying that she went to Chengdu for the New Year and accompanied a photo of a man holding a puppy; in July this year, Zhang Dayi was suspected to be on a yacht with Liao Junhao, but the man at that time seemed not to want to announce his relationship, and almost blocked all the comments that came to ask about his relationship with Zhang Dayi.
Now, Zhang Dayi has stepped into the Liao family with half her foot. It is said that she has moved into the man's man's mansion in Chengdu. Before the boy proposed, it means that she has been recognized by her parents-in-law, and it also means that the story of Zhang Dayi and Jiang Fan has been completely overturned.
However, it is interesting to note that the time when Zhang Dayi officially announced his engagement in a book was 19:14 on October 24, which is only 46 minutes away from the time when Tmall starts the official pre-sale of Double Eleven. Some netizens analyzed that Zhang Dayi showed off her happiness at such a special moment, and was secretly competing with Jiang Fan.
In April 2022, some media reported that Zhang Dayi and Jiang Fan had registered for marriage. But unlike the silence that was torn by Jiang Fan’s wife two years ago, Zhang Dayi quickly denied the rumors and even sent a lawyer’s letter.
2 The commercial premium plummeted
Ruhan Holdings withdrew
Whether Zhang Dayi was raising or marrying her down, at least from her previous ability to attract money, her wealth value is not necessarily worse than that of the man.
From model to queen of selling goods, Zhang Dayi has created many Taobao achievements.
In 2014, Zhang Dayi and Feng Min, the founder of Ruhan Holdings, jointly launched the Taobao store "My Happy Wardrobe". When the store opened, it ranked among the "Taobao Women's Clothing TOP Merchants" list with sales of over 100 million yuan. In 2015, the store became the only women's clothing online store to be among the hot-selling list of Taobao's Internet celebrity stores.
The next 2016 to 2018 is the peak of Zhang Dayi's career. When was the most popular, she revealed that she made 300 million yuan a year.
2016 Double Eleven, her online store became the first women's clothing store on Taobao with sales of over 100 million yuan. Since then, Zhang Dayi has been awarded the title of "the first person to sell goods on Taobao" and has more interactions with Alibaba. In the documentary "Internet Celebrity" filmed by Alibaba for Zhang Dayi, Zhang Dayi, wearing heavy makeup, said with a smile to the camera: "2016 is definitely the era of Zhang Dayi!"
At that time, Li Jiaqi and Viya were still trying the waters of Taobao live broadcast , but Zhang Dayi had taken off on the spot and let Ruhan Holdings taste the sweetness. In October 2016, Ruhan Holdings received hundreds of millions of yuan in investment from Alibaba and listed on the New Third Board.
In 2018, Ruhan Holdings "transferred" from the New Third Board to US stocks Nasdaq. On the Double Eleven of the same year, Zhang Dayi's online store sales once again exceeded 100 million in a short period of time.
In April 2019, Ruhan Holdings was listed on the US stock market. Zhang Dayi held 415% of stake in Ruhan HTML through a investment company , and is the second largest shareholder. On the day of its launch, Zhang Dayi stood out among many dark suits in her first-instance white suit, becoming the first Internet celebrity in China to ring the bell on the Nasdaq.
But behind the excitement, the capital market does not buy it. On the first day of opening, Ruhan Holdings suffered a tragic break. Wang Sicong analyzes the reasons why Ruhan Holdings is not recognized in the circle of friends:
1. Marketing expenses occupy the majority.
From the first three quarters of fiscal year 2017 to the 2019 fiscal year, Ruhan Holdings had a net loss of RMB 40.1 million, RMB 90 million and RMB 57.5 million respectively.
2. Failed to create more "Zhang Dayi".
Finance 2017 to fiscal years 2020, Zhang Dayi contributed 51%, 52%, 55% and 58% of the revenue to Ruhan respectively.
3. Failed to achieve business model.
Ruhan, represented by Zhang Dayi, doesn’t believe that live streaming sales extended through short videos will become a new development opportunity for the e-commerce industry.
To sum up the above three reasons, Ruhan Holdings' glory as the "first Internet celebrity stock" gradually disappeared, and Zhang Dayi, who was once the "Queen of Selling Goods", was gradually abandoned in the live e-commerce wave led by Li Jiaqi and Weiya. Although what really brought Ruhan downward was new models and new trends, the extramarital affair scandal between Zhang Dayi and Jiang Fan still caused this listed company that was too bound to Zhang Dayi to suffer unexpected losses.
April 17, 2020, the day when the rumors of Zhang Dayi's mistress were exposed, Ruhan Holdings' market value evaporated by about US$22 million, and Zhang Dayi's net worth lost over 20 million yuan overnight.
Ruhan Holdings later wrote in its second quarter financial report that during the reporting period, the company's revenue declined and the net loss attributable to shareholders further expanded to 56.6 million yuan, including an asset impairment of 53.2 million yuan in a certain exclusive cooperation right. The loss comes from "a head KOL who has suffered from negative reports since April 2020".
Although there is no name, anyone with a discerning eye knows who it is alluding to.
Not only that, the scandal also added more uncertain factors to the company's performance throughout the 2021 fiscal year (April 2020-March 2021). In its performance outlook, Ruhan said that it could not provide the forecast of product sales revenue , because "because a leading KOL encountered serious negative reports in April"...
On April 22, 2021, Ruhan Holdings issued an announcement stating that the company has completed the privatization transaction and will be delisted from Nasdaq from now on. At this time, just two years after Ruhan was listed in the United States, the company's total market value shrank by 70%. From the privatized buyer group, it can be found that Zhang Dayi, who was originally the co-founder and second largest shareholder of Ruhan Holdings, was not included, which shows that from the day of official delisting, Ruhan Holdings intends to cut off from Zhang Dayi and starts a "go to Zhang Dayi" campaign.
Even now, it can only be said that the Internet has memories. In the past two years, Zhang Dayi has been scolding in the comment section, but she is still active in various social media, insisting on sharing her daily life, and never leaving.
3 Jiang Fan "going overseas" and busy
Alibaba challenges many overseas
As for the male lead, the former prince Jiang Fan of Alibaba was also demoted not long after the scandal was exposed, and his position was demoted from M7 (senior vice president of the group) to M6 (vice president of the group), and his identity as a partner of Alibaba was also cancelled.
Among the four penalties, the punishment for canceling Alibaba’s partner status is the heaviest. Analysts believe that the reason why Alibaba retains the positions of Jiang Fan as presidents on Taobao and Tmall may be that it is because it cannot find anyone for a while. "Ali was fighting fiercely with Pinduoduo at that time, and temporary replacement would be a taboo."
What is Jiang Fan busy with now? The answer is crazy business trips and recruiting people.
According to personnel adjustments at the end of 2021, Jiang Fan has begun to be responsible for overseas businesses such as AliExpress from January 1, 2022, which is equivalent to being transferred from the "DaTao Group" that has been fighting for 7 years, and his rank is promoted from vice president to chief executive. It seems that Jiang Fan's position has been promoted, but one interpretation is that Jiang Fan was transferred from Alibaba's most core Taobao, just like a general who was sent to the border defense in ancient times, rising openly and descending secretly, away from the core of power.
But in order to fulfill the mission well, Jiang Fan still brought two generals under Tang Xing and Zhang Kaif to "go out to sea" together.
According to LatePost, in the first half of this year, Jiang Fan conducted a series of sorting out and re-laying of Alibaba's overseas business. In terms of organizational structure, all teams of Taobao Tmall Overseas, Lazada's cross-border business and AliExpress's cross-border business will be unified to AliExpress and handed over to Zhang Kaifu, the former head of Taobao industry, to manage it uniformly. In other words, the cross-border related supply parts are integrated to form a cross-border merchant middle platform. Merchants no longer need to operate in multiple Alibaba's overseas channels, and only publish products once.
However, after sorting out the architecture, Alibaba's overseas business has also been challenged by some objective environment. Alibaba's financial report shows: In June, the overall order volume from Lazada, AliExpress, Trendyol and Daraz fell by 4% year-on-year.
not only changes in the international environment, Alibaba's overseas business also faces pressure from the loss of core personnel and fierce offensives of competitors.
According to the report of "Chinese Entrepreneur" on September 2, Alibaba's overseas digital business sector CTO and also served as general manager of AliExpress Basic Platform Center, resigned. At the same time, Pinduoduo is actively preparing to launch the cross-border e-commerce platform "Temu".
Before Pinduoduo "disrupted", Alibaba's rival Shopee ranked first in the global shopping apps; in Google App Store global shopping apps, the total length of users also ranked first.
These signs indicate that in the 10 months after Jiang Fan went to war, Alibaba's overseas business caught up with a more unfriendly global environment and encountered more mature competitors, so it has not yet set a growth myth.
This article is from Deep Blue Finance
