Li Ziqi, once celebrated as the poetic embodiment of rural Chinese life through her idyllic cooking and crafting videos, has remained conspicuously absent from public view since her legal dispute with MCN agency Weinian erupted. While recent corporate filings show Weinian has completely exited her company, clearing the last legal hurdle for her return, the influencer continues to maintain radio silence - leaving both fans and industry observers questioning what comes next.
A Clean Break: The Final Separation from Weinian
Corporate records updated on February 1 confirmed Weinian's complete withdrawal from Sichuan Ziqi Cultural Communication Co., marking the definitive end to their years-long legal battle. The MCN agency, which previously held 51% controlling stake even after their initial settlement, has been replaced by new shareholder Pu Qianyun. This development grants Li full control over her brand and business operations for the first time since her meteoric rise to fame.
Unanswered Calls from Taobao Live
When news of the settlement first emerged in late 2022, Taobao Live publicly extended an invitation through its official Weibo account, fueling speculation about Li's potential entry into live-streaming commerce. Yet two months later, neither the platform nor Li's team have provided updates about her return. The prolonged silence has left her 30 million followers increasingly anxious while industry analysts debate the reasons behind her continued absence.
The Hidden Challenges of a Comeback
Recent online discussions suggesting "Li Ziqi may not consider returning in the short term" have highlighted the complex realities facing top influencers attempting comebacks. Several major content creators including Lang Weixian and Fengchan Sisters have similarly struggled to regain their former prominence after prolonged hiatuses caused by team dissolutions or legal disputes. For Li, whose meticulously produced videos require months of preparation, the pressure to meet sky-high expectations upon return presents particular challenges.
The Precarious Economics of High-Quality Content
The influencer economy presents a paradox for creators like Li who prioritize production value. While premium content builds loyal audiences, the extended production cycles create cash flow pressures that strain team sustainability. Many accounts with millions of followers have been abandoned when the lengthy monetization timeline became untenable - revealing the industry's harsh reality that popularity doesn't always translate to profitability.
Brand Erosion During the Hiatus
Sales data reveals significant damage to the Li Ziqi brand during the dispute period. After generating ¥1 billion in 2020 sales for products like rice noodles and instant noodles, revenue dropped to ¥676 million in 2021 and plummeted 51% year-over-year to just ¥170 million in the first half of 2022. Meanwhile, Weinian developed competing products under new brands, accelerating the erosion of Li's market position. While legally victorious, the prolonged conflict has clearly taken its commercial toll.
Calculating the Risks of Return
Industry observers note that Li faces a high-stakes decision: a triumphant return could rebuild her brand, but a mediocre comeback might further diminish her standing. Recent metrics show her official accounts losing approximately 10,000 followers daily, with total losses exceeding 6.6 million during the 15-month hiatus. These numbers underscore how prolonged absence affects even the most established influencers in China's fast-moving digital landscape.
An Industry Waiting for Answers
Li Ziqi's next moves remain shrouded in uncertainty. Whether she embraces live-streaming commerce, returns to long-form video production, or charts an entirely new course, her decisions will provide valuable insights for China's evolving influencer economy. The industry watches closely, recognizing that her eventual return - or continued absence - will reveal much about the sustainability of high-quality content creation in today's attention-driven digital marketplace.