Source 丨Xinjianer (WeChat ID: bosandao)
Who is Zhao Yuanyuan?
Yesterday, it suddenly landed on the seventh place on the Weibo hot search list, which became the doubt of many Weibo users.
At first, they thought that the actress Gao Yuanyuan had an accident, so the honeycomb came and put Zhao Yuanyuan on the hot search.
After reading the content, Zhao Yuanyuan quickly sank to 17th place on the hot list, and finally disappeared into the vast information.
In fact, Zhao Yuanyuan's popularity is not worthy of the seventh place in Weibo's hot search.
Without Alibaba's sudden release yesterday of an intranet message to expel him, almost no one outside the circle would know who Zhao Yuanyuan is.
Outside this circle, it is a live e-commerce circle. His most well-known position is rumored to be the head of Taobao Live, but in fact he is the head of Taobao Live Operations.
Of course, outside this circle may also be the self-media circle and the advertising creative circle.
This guy actually operated a self-media public account at the same time, and the friends of the "new wrist" have 566 people to pay attention to, which is very hot, and the description is: I want bb.
This is typical of ad-media narcissism syndrome.
A closer look at this guy's past lives revealed that he was also a creative dog who had been in the advertising circle in his early years.
New Wrist, a new media that focuses on reporting live e-commerce, made a portrait of Zhao Yuanyuan's past and present life through public information and third-party interviews for interested pot friends to further eat melon.
Past life: Creative director of advertising with a public account
Zhao Yuanyuan's real name is Zhao Yang.
Former creative director of Ogilvy, well-known self-media person, former head of Taobao live broadcast operation, known as the man behind Wei Ya and Li Jiaqi.
But the statement of the man behind the two live broadcast stars, I don't know whether Jiang Fan, president of Taobao, agrees.
In 2003, Zhao Yuanyuan became a North Drifter, but just entered the advertising industry to catch up with SARS.
Later, after several job hopping between advertising agencies in Beijing, after 7 years of groping and fighting, he went to work in Lingzhijing in 2010.
Michael Tan, the general manager of the company's Guangzhou branch at the time, felt that Zhao Yuanyuan was a good person, and took him to fly to Guangzhou and Hong Kong every day to compare drafts, while eating, drinking and having fun.
Talking about why he went from Beijing to Guangzhou, Zhao Yuanyuan said:
The so-called eating mouth is short and the human hand is short, and then it is half pushed and half pushed to go to Guangzhou.
In 2013, Michael Tan was poached by Ogilvy and fooled Zhao Yuanyuan to go with him, so Zhao followed him to Shanghai and officially completed the Grand Slam of the North, Shanghai and Guangzhou.
Ogilvy has been handling and serving many customers for 4 years.
Some classic advertisements such as "Little Fat Sheep Taste Tour" and "EXO Star Energy Package Super Play Taste" are all from his hands.
Screenshot of the little fat sheep taste tour TVC
During his time at Ogilvy, Zhao Yuanyuan, who likes to share and express his views, began to talk about some advertising industry cases and advertising creative experience on the public account, because there were many dry goods, and at that time, he was against the TITLE of Ogilvy's creative director, and the public account of the unintentional willow, which made Zhao Yuanyuan gradually become the big V of the advertising industry.
At this time, some advertisers took the initiative to come to the door.
According to the media company personnel who worked with him at that time, Zhao Yuanyuan's public account was almost every day of advertising at the peak, and the headline quotation was 5W-6W.
A person who once worked with Zhao Yuanyuan said that this was already a good result at the time, and there was an income of 500W-600W a year.
But this electric small money did not hinder Zhao Yuanyuan's pace of attack.
In August 2017, Zhao Yuanyuan joined Ali.
Zhao Yuanyuan, who encountered the ceiling at Ogilvy, coincided with Ali's digging, and Michael Tan, who had an acquaintance with Zhao Yuanyuan at that time, said to Zhao Yuanyuan:
You become an advertiser who understands both voice and sales.
Zhao Yuanyuan said that this was the last time I was pushed.
So Zhao Yuanyuan joined Taobao with his identity as a self-media person and advertising creative director.
Part of the information comes from Zhao Yuanyuan's interview with Muddy Waters self-media, which was sorted out and thanked.
This life: Taobao live broadcast broke 100 billion important pushers?
Head of Taobao Live? Misunderstanding, misunderstanding.
Zhao Yuanyuan first joined Ali in Taobao Xinxuan, although he was only a newcomer to the industry, but he just entered the job, he aimed at live e-commerce, coinciding with the arrival of consumption upgrading in 2018, when he was responsible for innovative business, he cut into the business sector of live e-commerce in time.
But Zhao Yuanyuan has never been the head of Taobao Live.
According to the alphabet list, Ali has specifically clarified that Zhao Yuanyuan is the person in charge of Taobao live broadcasting, saying that Zhao Yuanyuan is the person in charge of Taobao live broadcast operation, not the person in charge of Taobao live broadcast.
Taobao Live was not an independent business unit before, but belonged to the content e-commerce business department.
Regarding the statement that Zhao Yuanyuan is the head of Taobao Live Broadcasting, after the new wrist checked the information, he found that the earliest was from a report about him in January 2019.
Since then, the statement of the person in charge of Taobao Live Broadcast has spread among the media, and more media have exaggerated Zhao Yuanyuan as the achiever of live e-commerce outlet.
After only two years, why did you leave Taobao Live when the wind first rose?
For a giant whale-like company like Ali, it is not only Wei Ya and Li Jiaqi who are two head anchors, even if it is only a business unit under Taobao, which is far from enough.
What Taobao needs more is ecology, it needs to prosper from top to bottom, and it needs to make the world have no difficult business.
During Zhao Yuanyuan's tenure, the two-eight effect of Taobao live broadcasting was obvious, and most of the traffic was concentrated on Wei Weiya and Li Jiaqi, while the waist anchor was less pitiful.
A mcN person in charge based on Taobao live broadcast told the "new wrist" that Taobao live broadcast is the head to eat all, and does not give the waist and the anchor below the waist living space, one is because the live broadcast industry is in the early stage of the problem, the other is that Taobao basically tilts all the traffic to the two heads, these MCN companies and anchors below the waist, it is really too difficult to survive.
Media reports said that last year's Taobao live broadcast GMV was 250 billion, the vast majority of this number is from the two heads and store broadcasters, waist and below the talent accounted for almost no one percent of this number.
Some people have also counted that Taobao live broadcast can sell dozens of moving goods, although the stars sharpened their heads to drill in, but the real money is Lin Yilun and Li Xiang, who really take live broadcasting as a career to do, the others are playing tickets, hype a wave to go.
Sources said he remembered that Zhao Yuanyuan once attended an online sharing meeting of a media outlet, when the audience in the live broadcast room was the boss of Taobao Live MCN, an executive, and it was a star-studded star.
Zhao Yuanyuan's star-making plan was clearly successful, but the ecology was lackluster.
May have been the reason for the dual identity of self-media and advertisers before, the desire for expression is extremely strong, Zhao Yuanyuan in Ali for more than two years, the industry summits of various industries and companies have not participated less, and there will be no less than 5 offline speeches in 2019 alone, and they are attended as the person in charge of Taobao live broadcast.
This amount of exposure seems to be the posture of the CEO of the unicorn company.
This seems to have the inner taste of the lord and the lord.
Your little Taobao live broadcast operation leader has appeared more than Taobao President Jiang Fandu, which seems unreasonable.
And the praise of the hundreds of billions of pushers given by the outside world for live e-commerce, put on Taobao, except for Jiang Fan, I am afraid that no one dares to take this laurel.
Portrait of Zhao Yuanyuan: An interesting elephant breaks into the strict Ali Empire
Zhao Yuanyuan is actually an interesting person.
He is good at text creation, and belongs to the wave of people who opened the WeChat public account self-media very early and really ate the self-media dividend.
Xinjian Er studied Zhao Yuanyuan's WeChat and Weibo writing style, which can basically be classified as the self-media talent of the grandfather to appreciate the meal.
The ability to code words generally comes from talent, and acquired efforts can improve the structure of knowledge, but they cannot change the writing style.
Zhao Yuanyuan's article belongs to the type that readers love to read, advertisers like, in short, the incomparably pretentious things are broken, and you are told about people.
His self-media offer is not cheap, about 50,000 or so, which is still the 2017 offer.
"New Wrist" saw in the quotation of Q1 of 2019 that the single offer of Zhao Yuanyuan's public account has reached 90,000, and the number of fans has reached 280,000.
In an interview, he once said that the advertiser he liked was the flight steward, and it was the most satisfying collaboration.
He said:
I have written a few articles, they do not change the draft, write casually, and the customer's capital brain hole is super large, and I can also be deeply involved. The first time I wrote a special flight to Beijing to chat with the marketing director and creative director, and the second time I flew to participate in the event.
It is such an elephant who works as a creative and self-media in an advertising company, inexplicably broke into Ali's strict palace and started an e-commerce business until he left his job as the head of Taobao live broadcast operation.
In some weChat screenshots and screenshots of the game circulated yesterday, Zhao Yuanyuan is really a very cute guy.
You see, in the WeChat group, his nickname is "Lamb Emperor Zhao Yuanyuan".
How big is this brain hole to come up with such a hilarious name.
In a group chat, he said:
Life is like this, everything has to go through, I created an industry, but also on the news a few times, the sprinkler family has been worth this life, whether it is standing at the cusp of the wind or falling to the bottom, it is the talk of life.
The most classic sentence is:
When you feel that all the soy milk floating clouds cover your eyes, you find that the yellow map is the great harmony of life.
This is simply a cute scribble, how can you work in a serious e-commerce company like Ali?
After Ali announced the expulsion notice yesterday, Zhao Yuanyuan opened the glory of the king, and as the timi sounded, the strongest king of an "online shopping was cheated of 300,000" played a bladder game of more than 47 minutes.
In Ali's workplace, yesterday ushered in the final game, expelled, never hired, just like his crystal was pushed off by Ali, and was watched by the whole canyon.
And it was only pushed off the crystal by a small soldier with a "case value of 35800 yuan".
He believed in the law of obscene development, and at this moment, he lost his reputation because he was too wavey.
He really wasn't suitable for Ali, but Ali didn't wrongfully accuse him.
In Ali's intranet briefing, you can see a variety of part-time jobs, using Taobao identity training lectures to earn extra money, and using positions to find jobs for affiliated companies for girlfriends.
These are like a lively self-media, not like the Taobao live broadcast operation leader should do.
From the perspective of the self-media quotation in Q1 of 2019 and the frequency of article updates, Zhao Yuanyuan's self-media is also a typical behavior of using his position to earn extra money.
In its place, do not seek its own government.
The direct leaders of Ali and Zhao Yuanyuan are also really big-hearted, and actually tolerate a self-media advertising dog with two hearts while collecting 90,000 advertising articles while doing Taobao live broadcast operations to get Ali's salary.
Not to mention that it is impossible to use one heart and one mind, from the point of view of not distinguishing between public and private, Ali is also internally responsible.
It's time for Alibaba to check the part-time situation of tens of thousands of employees.
When Zhao Yuanyuan joined Ali in 2017, he told friends that his public account still signed Tencent's annual frame, but suddenly joined Ali, which was very painful.
Talking about his feelings when he first joined the company, Zhao Yuanyuan said that he was still adapting to Ali. He believes that there are special social and jianghu mixtures, and there are also elites of foreign companies, which is a very complex jianghu.
I don't know how long I can stay, and I don't know if I can write a public account, especially the content of competitors.
Why would Ali attack Zhao Yuanyuan, who had left his job
Zhao Yuanyuan announced his departure in March this year, and has been interviewed by Burning Finance's roadshow in a high profile, talking a lot about the dry goods of live e-commerce and his views on what he will do in the future.
After carefully studying the content, the "new wrist" found that there was no sensitivity, and as the former head of operations of Taobao Live, he left his job to talk about live e-commerce.
What's more, Zhao Yuanyuan himself likes to express, has done self-media, has done advertising creative people, and loves to talk and write, words and bragging are their way of existence, so you want to make Zhao Yuanyuan shut up and low-key, it is almost impossible.
The high profile is engraved in his bones.
When he left his post in March, Ali officially did not say anything about the dismissal of the intranet yesterday.
Some people will say that this is Ali officially doing the departure audit, and it is only now reaching a conclusion, so it is 3 months late.
"New Wrist" believes that this statement is pure nonsense.
First of all, according to the normal company's process, you must complete the formalities and clarify the internal audit before you can finally sign the resignation, basically there is no need for you to leave the company and then do the departure audit.
Secondly, judging from yesterday's penalty announcement, the final case involved only 35800 yuan, and some other part-time descriptions, as a Taobao live broadcast operation leader, this 35800 yuan is simply humiliating, right?
After 4 months of investigation, you told me that Zhao Yuanyuan only greeded 35,800 yuan, less than 40,000 yuan did not need 4 months to investigate.
Based on Zhao Yuanyuan's daily public chat social media content, the "New Wrist" has largely concluded that Ali's knife is basically killing chickens and monkeys.
Who are the chickens? It is Zhao Yuanyuan.
Who are the monkeys? Or Zhao Yuanyuan.
Why kill chickens and monkeys?
Because Zhao Yuanyuan has a lot of mouth.
Take a look at his tweet.
What does that mean? Now we all know that Taobao Live, Douyin, and Kuaishou have invited many stars, big names to participate in the live broadcast, and they will all send war reports.
For example, Douyin supports Luo Yonghao, Kuaishou holds Dong Mingzhu, and Taobao holds Liu Tao.
Without exception, they all released live broadcasts with goods war reports.
Zhao Yuanyuan's shuttle not only swept to Douyin and Kuaishou, but also to his old owner, Ali.
This is very unprofessional.
You Zhao Yuanyuan, as a former person in charge who is familiar with the inside story, when evaluating the business of the old owner, if you have professional ethics, you either say good things or don't talk, but you have not done it, but you have engaged in insinuation.
You are using the information obtained from your previous position to expose the unspoken rules of the industry, do you think, Taobao, which will continue to engage in live e-commerce this year, tolerate it?
If you say live data fraud today, will you say other fakes tomorrow?
To put it bluntly, you know too much, you are "dying" on your own big mouth.
Obviously, Ali's 35800 yuan is only the first real incense warning, you have to not shut up again, I'm afraid the next survey results are 4 million.
Ali is saving face for you, but you really don't appreciate it.
You say that you are not in debt, and when you know the result, you also send a circle of friends to say that there is no excuse for the sin that you want to add.
Typically, death doesn't know how to die.
Look at you, after Ali issued the penalty notice yesterday, you also posted a bunch of melons on Weibo.
What does it mean? Hinting that you have Ali a lot of melons? And big and round?
This is a common problem of the literati. Insinuation, want to say hugh.
If you want to live, you have to shut up.
Don't want to live? Then you continue to mouth wide.
Zhao Yuanyuan concluded with conjecture: What is the thirty-six counts
"New Wrist" learned from some channels that an institution that had originally negotiated investment may be terminated because of Ali's intranet processing this time.
Ethical flaws are taboo.
Moreover, no investment institution wants to offend Alibaba, right?
Looking at the withdrawal of startups in recent years, a large proportion of them are BAT acquisitions or investment exits, and Ali prefers wholly-owned acquisitions and directly lets investment institutions exit.
The acquisition of Youku, the acquisition of AutoNavi, the acquisition of UC, the acquisition of Hungry, which is not to let everyone take the money to get out?
Of course, investors are overjoyed. IPO is difficult to hinder, not as good as TO Ali.
Therefore, Zhao Yuanyuan came out of this file, and the "new wrist" estimated that investment institutions had to consciously look at Ali's face and act.
Tao Li is self-contained.
Your investment institutions must understand the rules, and you are now giving Zhao Yuanyuan an investment in the face of Ali. Do you still want to sell your investment company to Alibaba?
Moreover, a sentence of never hiring basically means that Zhao Yuanyuan's way to do live e-commerce-related business is blocked, Taobao live broadcast is still the first place, the first place will block you, your business ecology is incomplete.
It is also possible that the Vibrato Fast Hand will rob Zhao Yuanyuan, but I am afraid that Ali also has Zhao Yuanyuan's backhand and handle.
If you really dare to openly throw yourself into the enemy camp, then the one waiting for Zhao Yuanyuan may be the next Liu Chunning.
In that year, after Liu Chunning, the general manager of Tencent E-commerce, left his job to join Ali, Tencent finally found out that Liu Chunning had been corrupt in Tencent, and Shengsheng sent Ali employee Liu Chunning to prison.
Such a lesson from the past, Zhao Yuanyuan can think clearly.
For the sake of the present, the "New Wrist" suggests that Zhao Yuanyuan, thirty-six counts, go to the upper count.
Away from live e-commerce, away from e-commerce rivers and lakes, only promises, peace is a blessing.