The high-profile intellectual property dispute between China's top rural lifestyle influencer Li Ziqi and her former business partner Hangzhou Weinian has finally reached a settlement. After more than 500 days of legal battles, the content creator has regained control of her eponymous brand and is preparing to return to social media. However, in the rapidly evolving world of online influencers, questions remain about whether she can regain her former glory.
The Settlement: A 500-Day Corporate Battle
Recent business registration changes show that Li Ziqi (legal name Li Jiajia) has increased her stake in Sichuan Ziqi Culture Communication Co. from 49% to 99%, while Weinian's share dropped from 51% to just 1%. The company holds over 200 trademarks related to the "Li Ziqi" brand. The news immediately went viral across Chinese social media platforms, with fans flooding her accounts with messages welcoming her return.
The partnership between Li and Weinian began as a success story in 2016 when her idyllic countryside videos went viral. Weinian founder Liu Tongming personally visited Li's hometown in Sichuan province, promising to handle business operations while she focused on content creation. In 2017, they jointly established Ziqi Culture, with Li holding 49% for content creation and Weinian taking 51% for operations and commercialization.
The collaboration initially flourished, with the "Li Ziqi" brand generating approximately $250 million in sales by 2020. However, disputes arose over profit distribution, with reports suggesting Li received only about $47,000 that year. The conflict escalated to lawsuits in 2021, leading to Li's social media hiatus. Despite not posting new content, she maintained public visibility by attending various cultural and agricultural events.
A Changed Landscape: Fierce Competition in Rural Content
During Li's absence, the rural lifestyle content sector exploded with new creators. Traditional craftsman Peng Chuanming gained 3.92 million followers in just three months on Douyin (China's TikTok) with videos documenting ancient techniques like inkstick and paper making. Another creator, "Zhang Tongxue," amassed 14 million followers in two months with his raw, unfiltered depictions of northeastern rural life.
Other rural influencers like "Nostalgic Zhou Zhou," "Kangzai Farmers," and "Chuanxiang Qiuyue" have also grown into mega-influencers with millions of followers. Meanwhile, Weinian has been signing new talent through its subsidiary Erxi Culture, though none have matched Li's influence.
At her peak, Li commanded over 54.94 million followers on Douyin, 27.56 million on Weibo, 10.29 million on Kuaishou, and 7.29 million on Bilibili. Her unique content approach—documenting entire processes from raw materials to finished products—set her apart in both domestic and international markets. Even during her hiatus, her YouTube following grew by 2.3 million, demonstrating the enduring global appeal of her cultural content.
The Road Ahead: Can Livestreaming Be the Answer?
Li's return faces significant challenges in today's saturated short video market. Data shows she lost 5.83 million domestic followers during her hiatus, while sales of her branded products dropped 51% year-over-year in the first half of 2022. Weinian has also launched competing brands like "Choubao" fermented rice noodles, which topped sales charts during recent shopping festivals.
Industry observers speculate Li may turn to livestreaming e-commerce to quickly regain market share. Taobao Live's official Weibo account recently welcomed her potential return to the platform, fueling speculation about her livestreaming plans. Her substantial international following also presents unique opportunities for cross-border e-commerce.
However, brand management complexities remain. While Li now controls the trademarks, Weinian still operates the flagship store and handles offline distribution. Reports suggest the two parties will continue some form of cooperation, though details remain unclear. The industry now watches closely to see how China's most famous rural influencer will navigate her comeback in this new era of online content.