As a strong assistant to Li Jiaqi, Zhu Wangwang completed the counterattack with a monthly salary of 6,000 to 800,000 yuan in only 4 years, and became the anchor of the United States ONE second only to Li Jiaqi. However, Zhu Wangwang's counterattack is not so simple. She can take the script of the big heroine, behind it or a careful premeditation of the MCN agency......
Text丨Financial gossip female author: Shu Ye
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Li Jiaqi's assistant broadcast relationship, did he show his face on a variety show?
Recently, Mango TV's variety show "My Girl" was launched, and the program invited Yu Wenwen, Liu Yan, Lu Yuxiao, and Zhu Wangwang. The first three are all female stars, and Zhu Wangwang, as an anchor with goods, seems a little out of place.
So some netizens speculated that Zhu Wangwang was in the relationship with Li Jiaqi to get on this variety show.
On the show, Zhu Wangwang, who has a monthly salary of 800,000 yuan, collapsed and cried under great work pressure, which also attracted a lot of questions. Because she was worried that she would be replaced at any time, she worked all night to make plans, but many netizens couldn't empathize:
"She earns more in a day than the average person earns in a month or even a year."
Now, as a strong assistant to Li Jiaqi, Zhu Wangwang has completed a counterattack with a monthly salary of 6,000 to 800,000 yuan in only 4 years, and has become the anchor of ONE in the United States second only to Li Jiaqi, and many people also call her "first sister" and regard her as Li Jiaqi's successor.
However, Zhu Wangwang's counterattack is not so simple. She can take the script of the big heroine, behind it or a careful premeditation of the MCN agency......
1.
/ 28-year-old assistant broadcaster with a monthly income of 800,000,
Stress is so great that you break down and cry /
Recently, on "My Girl", Zhu Wangwang was so stressed that he broke down and cried:
"I put this pressure on myself...... My sense of crisis is that I feel like I'm ready to be replaced......"
Although he is already the number one assistant broadcaster, Zhu Wangwang still has a deep sense of crisis. During the day, Zhu Wangwang went to the company to report the proposal, but because he did not do well enough, he was afraid of being replaced by others, so he was so stressed that he cried.
However, netizens are quite controversial about this. Some people think that Want Want is the epitome of contemporary workers, and the workplace anxiety of workers is very difficult for her.
But there are also many netizens who can't empathize, thinking that she has made so much money, and she still cries and complains that she sells miserably, and she stands up again.
And a cruel truth is that Want Want earns more in a day than ordinary workers in a month or even a year.
Once, Li Jiaqi said in the live broadcast room that Want Want's monthly salary is equivalent to his salary for 10 years at Maybelline. If the monthly salary of 6,000-8,000 yuan is estimated by an ordinary beauty guide, then Want Want can probably earn more than 800,000 yuan a month.
In fact, Zhu Wangwang, who is standing in the wind, has gone from a monthly salary of 6,000 to 800,000 yuan in only 4 years, and she is only 28 years old now. And many people say that she is an "ordinary girl" who played the big heroine script:
She was once called the "ceiling of workers", she was once abused on the Internet for being "ugly and stupid", and after becoming beautiful, she swept Xiaohongshu, first watching shows, shooting fashion magazines, and then shooting advertisements for L'Oreal and Hushubao.
But the reality is that it is difficult for migrant workers to question and understand Want Want, but it is difficult to become Want Want. After all, Want Want becomes beautiful at a great price.
And behind her high salary of 800,000 yuan, it also means high-intensity work:
In "My Girl", Want Want gets up in the morning and replies to work messages to start her busy day. After arriving at the company, Want Want couldn't stop, busy selecting products and preparing for live broadcasts, and the work rhythm was very tight. As she was often unable to eat on time, she had problems with her body and even got stones.
At about eleven o'clock in the evening, Want Want went home from work; After eating supper at two o'clock, Want Want did not rest, but began to test skin care products and prepare the content of the live broadcast; At four o'clock in the morning, after the face measurement, I had to write a live broadcast plan; At five o'clock, I also called my colleagues to ask for their opinions.
I finally managed to survive until half past six in the morning, and I was able to lie in bed, but I still had to shoot a good thing recommendation video to sleep peacefully. After only a few hours of sleep, Want Want dressed up exquisitely and appeared in the company with full makeup.
The live broadcast industry is changing rapidly, and all of Want Want's life revolves around work, and she doesn't dare to rest, for fear that she won't live when she wakes up. And her current position is not easy to come by, Li Jiaqi once said:
"Want Want used all means to come to work in our company, used all means to sit next to me, and then didn't leave."
From behind the scenes to in front of the scenes, Zhu Wangwang spent 4 years. Zhu Wangwang, formerly known as Zhu Yiwen, was born in 1996 and graduated from Nanjing University of Media and Communication, majoring in animation and digital art, not a professional anchor.
In 2018, Zhu Yiwen, who had just graduated, was a fan of Li Jiaqi's video of trying lipstick, "because she likes Li Jiaqi", she went to apply for a position in the United States ONE Life Investment Promotion. At the end of 2019, Want Want appeared in front of the camera for the first time as a lipstick model in Li Jiaqi's live broadcast room.
After Zhu Wangwang appeared on camera, he naturally couldn't avoid the comments of netizens. For a long time, Zhu Wangwang was criticized by fans for looking like a little old lady and not knowing how to dress up, and because he was too restrained, he couldn't keep up with Li Jiaqi's rhythm, and was questioned that he couldn't speak.
Faced with the initial embarrassment, Zhu Wangwang said on the show: "I feel that I was scolded, and I am not objective. ”
But gradually, some netizens discovered that Zhu Wangwang had changed. She spent "a lot of money" on braces, double eyelids, and makeup...... Under the topic of "Want Want to Become Beautiful" in Xiaohongshu, there are more than 20 million notes.
Later, Zhu Wangwang's high emotional intelligence performance was also recognized by fans.
In the variety show "All Girls' Offer 2", when Li Jiaqi is very interested in a certain product, Zhu Wangwang will remind "you have to calm down"; If the brand doesn't go well, she will optimistically encourage: "Call again, there must be space."
In a live broadcast, when Shea was wearing lipstick, she may have been in a bad mood and her expression management did not keep up, and Li Jiaqi was also a little unhappy. At this time, Zhu Wangwang quickly made a move and half-jokingly said to Shea: "Triple the salary, bear with it." This sentence immediately made the embarrassing atmosphere in the live broadcast room disappear, and everyone laughed......
2.
/ Behind the big heroine's counterattack on the "script",
Or an elaborate premeditation by MCN /
What's more, Zhu Wangwang's salary is high, and fans even coined a new word for her: salary.
ZHU WANGWANG ALSO HAS THE TREATMENT OF A FEMALE STAR: HE APPEARED IN ELLEMAN NEW YOUTH MAGAZINE, WON THE ENDORSEMENT OF L'OREAL, AND NOW HE IS ON MANGO CHANNEL'S VARIETY SHOW...... For a time, Zhu Wangwang became the envy of "ordinary girls".
However, do you think her "counterattack" was accidental?
In fact, Zhu Wangwang got the "script" of the big heroine, which was more like a careful premeditation. And the screenwriter is the company behind the MCN company Mei ONE, Want Want and Li Jiaqi.
Judging from the timeline, the plot of Want Want becoming beautiful is roughly as follows.
At the beginning of 2022, the wedding show in Want Want's live broadcast room became her "highlight moment". At that time, she wore a light purple wedding dress, and Li Jiaqi was a rainbow fart when she saw it: "Look good!" It's really beautiful! ”
Li Jiaqi's praise made fans more convinced that Want Want was "beautiful". Later, as soon as Want Want appeared in the live broadcast room, the barrage swiped wildly: "Want Want, share the secret of becoming beautiful!" ”
In March, Li Jiaqi "assisted" again, directly read the barrage: "The secret of Want Want Beauty", and concluded: I can wear makeup, wear braces, become confident, and more importantly, the salary is higher. Later, this live broadcast screen recording slice was forwarded by fans and marketing accounts in large numbers.
In fact, everything Zhu Wangwang has gained is inseparable from the support of Mei ONE.
The mithworld fashion show that Want Want participated in was an old friend of Li Jiaqi's live broadcast room, and he had co-organized a big show with Li Jiaqi's dog Naeva;
▲Want Want endorses L'Oreal
The first advertisement that Want Want received was owned by L'Oreal. 8 years ago, Li Jiaqi was L'Oreal's "cabinet brother", and was later discovered by the United States ONE and became L'Oreal's Taobao anchor.
Nowadays, in the recruitment push of ONE, Want Want has become a very attractive advertisement.
At the end of this post, there is a video specially taken by Want Want, she shared the experience of joining Beauty ONE, when asked "what is her gain", she said, visible to the naked eye, she has become beautiful and confident.
At the end of the video, Want Want shouts to the pre-anchors: "Mei ONE is a company that will make you very probable. "Obviously, Want Want is becoming a new dream model.
Under the recruitment Weibo of "All Girls' Anchors", many girls also asked: "Will Li Jiaqi participate in the interview?" "Can I work with Li Jiaqi after the show is over?" "Can you see Li Jiaqi and Want Want there?".
Now, many girls regard Want Want as an idol and send their resumes to Mei ONE. When girls interview for anchor positions, they must prepare half-length photos, life photos, simulated delivery videos, etc. They often have to work for a long time, but more often than not, their resumes are lost.
Today, Want Want's core work has become self-replication. At the 2023 debriefing meeting, Zheng Ming, COO of Mei ONE, told her that as one of the few successful anchor cases, it is an important strategy for the company to summarize the elements of success and continuously replicate more "Want Want".
In fact, Li Jiaqi is not the boss of Want Want, they have a common boss - Qi Zhenbo, the founder of the United States ONE. He is the man behind Li Jiaqi and the richest man in China's MCN industry. In 2023, Qi Zhenbo will rank 325th on the "Hurun Report" with a wealth of 17 billion yuan.
▲Qi Zhenbo
Qi Zhenbo started as an advertising company and is familiar with the logic of content distribution. At first, Li Jiaqi went crazy out of the circle on Douyin through mantras and live slices of lipstick color trying.
After Li Jiaqi became popular, Mei ONE adopted the same style of play, doing variety shows "Naiva Family's School Diary", "All Girls' Offer" and "All Girls' Anchor", with content innovation out of the circle and improving user stickiness.
Qi Zhenbo defined Mei ONE as a content-driven live broadcast e-commerce organization, rather than an MCN company.
If Li Jiaqi was just an anchor, he might have been replaced by a newcomer. But for Mei ONE, Li Jiaqi went beyond the scope of anchors from the beginning, and he was the core of the company's content creation. Within the United States ONE, there is a dedicated content production team, which is called the "director team" within the company, which is also unique in the industry.
3.
/ The tough "first sisters" in the live broadcast room,
Can't become the successor of the big anchor? /
In fact, the top anchors eat meat, and the assistant broadcasters earn a lot just by drinking soup.
Now, as a strong assistant to Li Jiaqi, Zhu Wangwang has become the anchor second only to Li Jiaqi in the United States, and many people also call her "first sister" and regard her as Li Jiaqi's successor.
Not only Zhu Wangwang, but also the MCNs behind many big anchors are deliberately cultivating assistant broadcasters and apprentices to be "first sisters". For example, Simba held his apprentice's eggs, and Crazy Brother Yang brought out the "yellow of the traffic light". But they have a lot of problems, and it's hard to say whether they can really stand up.
Simba's apprentice Dandan, is now Kuaishou's live broadcast sister. Many people don't know Dandan, but that doesn't stop her from being tough:
This 97-year-old Northeast girl, who went to college at the age of 15, started to open an online store at the age of 18, became a top-notch anchor at the age of 23, and her annual sales were second only to Wei Ya, Li Jiaqi, and Simba......
Not long ago, iiMedia Consulting released the "2024 Top 100 Chinese Anchors with Goods", and the first place was Li Jiaqi, Dandan, who ranked second, and surpassed the master Simba who ranked fifth. Dan Dan is the number one female anchor on the list and the only female anchor in the top 10.
Dandan's ability to have a present is naturally inseparable from Simba's cultivation. Simba's way of taking his apprentices is very direct, letting Dandan come to his live broadcast room, introducing Dandan to fans, and asking fans to pay attention to Dandan's crazy attention.
In October 2021, Simba carefully prepared a live broadcast for Dandan, and the slogan released by the team was "Challenge Simba", which continued to warm up for a week. With the blessing of Simba's traffic, this live broadcast achieved a single GMV of 1.46 billion, and the GMV of 4 products exceeded 100 million.
Now, Dandan is seen as Simba's successor. Because Simba's style has always been controversial and has experienced many account turmoil, he knows the cruelty of the Internet and has begun to consider transformation. He has repeatedly teased that he wants to "retire", saying that he wants to focus more on company management and supply chain.
So, Simba has high hopes for his beloved apprentice, Dandan once said in an interview: "Master told me that he wants to rest, to be behind the scenes, and he doesn't want to broadcast live, and he also told me that he must do a good job, if I can't catch it, his hope in this life will be gone." ”
However, the development of Dandan has not been smooth sailing, and it has also been mired in fake controversy.
In April 2022, the YPL sunscreen cooling pants brought by Dandan, were questioned as fakes, triggering consumer dissatisfaction and brand statements. Later, the official of YPL sports fashion products also issued a document saying that the products in the Dandan live broadcast room were not officially authorized and did not belong to the products of the YPL brand.
Later, Xin Xuan said that the incident was caused by a dispute between the trademark holder before and after the transfer of the trademark, and he was willing to handle a full refund for all consumers who purchased YPL products.
In contrast, Brother Crazy Yang's apprentice is even more unsuccessful, and his successor has not yet been found.
Brother Xiao Yang's apprentice "Yellow of the Traffic Light" focuses on being funny and ugly, and she is one of the apprentices whose style is very close to Brother Xiao Yang. But he is often banned for violating the rules of live broadcast because of his too exaggerated actions, and the once high record was that a live broadcast was blocked 10 times, which can be called the "king" of the live broadcast room.
Although the live broadcast room of "Yellow of Traffic Light" is always blocked, her unique style has attracted a large number of fans, and her ability to bring goods is also okay. She quickly accumulated nearly 10 million followers, and her monthly GMV reached 50 million to 75 million at her peak, which was much stronger than her other apprentices of Brother Yang.
Sadly, she didn't really catch fire before she got cold. In October last year, when she was bringing YSL air cushions, she went crazy because of her cloak, and she was sprayed miserably by netizens, and her account was also blocked. Later, it was finally unblocked, and not long after it was rebroadcast, it was blocked again.
Now, the reputation and popularity of "Yellow of Traffic Light" are gone, and I was forced to change platforms and continue to sell cosmetics on the video account, but the original scenery has long been lost......
Now, the iron-clad MCN organization is a small and medium-sized anchor in the flowing water. It is not unreasonable for Zhu Wangwang to be anxious that "he may be replaced at any time". Now there is a consensus in the industry that anchors are all eating youth, and it is impossible to do it all the time. What's more, the assistant broadcaster and apprentice who don't stand firm on their heels.
Therefore, the big anchors have planned to transform, gradually retreat to the second line behind the scenes, and use their experience to incubate the anchor matrix to help the long-term development of MCN companies, and they can also move to a new stage.
And these assistant broadcasters with a monthly income of 800,000 yuan, as a group of lucky people who catch up with the wind, when they can choose high-paying jobs, seize the opportunity to work hard and rotate continuously, which may be their best solution at the moment.
If you make so much money and still complain about hardship and tiredness, it is inevitable that some of them will stand up and stand. After all, if you don't do it, someone rushes to do it......
Resources:
"Li Jiaqi semi-retired, how did the "ordinary girl" Want Want get to the top? Daily People
"The Woman Behind Li Jiaqi, Successfully Ascending to the Throne", E-commerce Home