Zhang Dayi left, Weiya right

"41.3万人观看，两小时直播就运送了2000万件货物"，第一次带货直播的张大一再次刷新纪录。当时，这个创造奇迹的上海女孩身上的标签太多了：比如韩寒电子商务CMO、淘宝网"双11第一家销售过亿的女装店"；整个平台女装十大网店；收入堪比一线明星

"413000 people watched, and 20 million goods were carried in two hours of live broadcast." Zhang Dayi, the first live broadcast with goods, set a record again. At that time, the Shanghai girl who created a miracle had too many labels on her body: for example, Han e-commerce CMO, Taobao "the first women's clothing store with sales of more than 100 million on double 11"; the top 10 online stores for women's wear on the whole platform; the income was comparable to that of first-line stars

在加入如烟之前，张大一已经是一个小有名气的时尚博主，也是微博图文时代的第一代网购商品。加入汝汉后，张大义开启了事业的巅峰，当年的运货能力也是无人能及的。

Before joining Ruhan, Zhang Dayi was already a little famous fashion blogger, and also the first generation of online shopping with goods in the era of micro blog graphics and text. After joining Ruhan, Zhang Dayi opened the peak of his career, and his ability of carrying goods in that year was also second to none.

这一能力甚至让阿里巴巴集团CEO张勇感到震惊。"在双11点，有一个意外的惊喜。严格地说，这不能称之为惊喜。那一刻，我们惊叹于这种力量是非常强大的，那就是网络名人的力量。"在当年的天猫双11内部恢复会上，张勇说。

This ability even shocked Zhang Yong, CEO of Alibaba group. "At double 11 o'clock, there was an unexpected surprise. Strictly speaking, it can't be called surprise. At that moment, we marveled that this power is very powerful, that is, the power of online celebrity." In that year's tmall double 11 internal recovery meeting speech, Zhang Yong said.

然而，这次直播创造的记录只停留在数字上。那次直播之后，张大一没有开始下一次直播，而是继续选择在微博主阵地上传产品。当时，微博图文商品的红利还在。张大一不断创造奇迹，创造新纪录。

However, the record created by this live broadcast only stays on the number. After that live broadcast, Zhang Dayi did not start the next live broadcast, but continued to choose to upload products in the main position of microblog. At that time, the dividend of microblog pictures and texts with goods was still there. Zhang Dayi continued to create miracles and set a new record.

坐阿里的火车去泰晤士报

Take Ali's train to the times

张大义的发展与时代的齿轮密不可分。

Zhang Dayi's development is closely related to the gear of the times.

2016年，阿里巴巴的移动战略取得突破。当时，淘宝无线交易量占比超过80%，用户活跃度超过4亿。推动阿里巴巴移动转型的关键人物是时任"淘宝无线事业部高级总监"的姜帆。当时，淘宝网正在大力升级手工淘宝的内容，推出直播电子商务。

In 2016, Alibaba's mobile strategy made a breakthrough. At that time, Taobao wireless transactions accounted for more than 80% and the user activity exceeded 400 million. The key person to promote Alibaba's mobile transformation was Jiang Fan, then the "senior director of Taobao wireless business unit". At that time, Taobao was vigorously upgrading the content of manual Taobao and launching live e-commerce.

也是在这一年，张大一和如烟创始人兼董事长冯敏给我们讲述了他们的故事。冯敏曾在接受采访时表示，"如烟团队拥有10多年的电子商务运营经验，建立了一个KOL（意见领袖）生态系统，将大量的KOL和粉丝联系起来，构建了一个庞大的网络"，这个故事显然触动了阿里。

It was also in this year that Zhang Dayi and Feng min, the founder and chairman of Ruhan, told us their stories. Feng min once said in an interview that "the Ruhan team has more than 10 years of e-commerce operation experience, and has established a KOL (opinion leader) ecosystem, linking a large number of KOL and its fans, and building a huge network." The story clearly touched Ali.

2016年11月，阿里投资3亿元人民币入股鲁汉，使其估值飙升15倍，超过30亿元人民币，张大一的身价也随之上涨。

In November 2016, Ali invested 300 million yuan in Ruhan, making its valuation soar 15 times, more than 3 billion yuan, and Zhang Dayi's value also rose.

但在当时，直播电子商务还是一个新的物种，没有人想到它会有今天的爆发力，也不是每个人都能准确把握时代脉搏。

But at that time, the live e-commerce was a new species, and no one thought that it would have the explosive power of today, and not everyone could accurately grasp the pulse of the times.

第一次，viva没有得到预期的结果，两小时内只有5000人观看。无论是看戏量还是随身物品量，张大一都远远落后。但不同的是，从那以后，威亚一直没有放弃这种载货方式。

For the first time, viva didn't get the expected results, only 5000 people watched in two hours. Zhang Dayi has been far behind in terms of both the amount of watching and the amount of goods with her. But the difference is that since then, Weiya has not given up this form of carrying goods.

2017年10月10日，薇雅以7000万皮草销量当选淘宝网最具价值女主播，成为"一战之王"。在阿里时代的列车上，货运行业的小透明度开始迅速突破，进入公众视野。

On October 10, 2017, with 70 million fur sales, Weiya was elected the most valuable female anchor of Taobao, which made her "king in the first World War". On the train of Ali's era, the small transparency of the cargo industry began to break through quickly and enter the public's vision.

这位前商品皇后失去了华尔街

The former queen of goods lost Wall Street

当魏娅逐渐带来商品的时候，张大一也迎来了自己职业生涯中最后一个光辉时刻：华尔街战争。

When Wei Ya brought goods gradually, Zhang Dayi also ushered in the last shining moment in his career: the war on Wall Street.

2019年4月3日，如烟登陆美国纳斯达克，晋升为"网上红色电子商务第一股"。作为网络名人和如烟CMO的领军人物，张大一在敲钟现场备受瞩目。然而，IPO从来不是终点，而是另一个阶段的起点。在新的旅程中，张大一和如涵似乎已经没有好运了。在中国资本市场有影响力的互联网红色经济，在华尔街并不奏效。

On April 3, 2019, Ruhan landed on NASDAQ in the United States and was promoted to "the first share of online Red e-commerce". As the leader of online celebrities and Ruhan CMO, Zhang Dayi was in the limelight at the bell ringing scene. However, IPO has never been the end, but the starting point of another stage. On the new journey, Zhang Dayi and Ruhan seem to have run out of good luck. The Internet red economy, which is influential in China's capital market, does not work well on Wall Street.

在鲁汉上市之前，中国资本市场就给了它很大的光环。公开资料显示，成立于2001年的鲁汉，2014年正式走上资本运作之路。2014年12月，引入投资者赛富投资基金；2015年，获得元晶投资、赛富投资基金、君联资本投资1200万元投资；2016年，如烟借壳登陆新三板。

Before the listing of Ruhan, China's capital market has given it a great aura. According to the public data, it can be found that Ruhan, founded in 2001, formally embarked on the road of capital operation in 2014. In December 2014, it introduced Saifu investment fund, an investor; in 2015, it obtained 12 million yuan investment from Yuanjing investment, Saifu investment fund and Junlian capital; in 2016, Ruhan borrowed the shell and landed on the new third board.

张大义的水之乱远未结束。

Zhang Dayi's water rebellion is far from over.

2020年4月17日，拥有1171万微博粉丝的张大一正处于风口浪尖。张大一的翅膀也煽动了如烟的股价。事件发酵后第一时间，汝汉股价持续下跌近10%。多米诺骨牌效应仍在继续。

On April 17, 2020, Zhang Dayi, who has 11.71 million Weibo fans, was on the cusp of the storm. Zhang Dayi's wings also incited Ruhan's share price. The first time after the event was fermented, the share price of Ruhan continued to drop by nearly 10%. The domino effect continues.

根据如烟最新发布的三季报，截至2020年9月30日，如烟实现营业收入2.485亿元，同比下降9%；毛利率由去年同期的44%下降到41%。对于原因，财报解释称，今年4月以来，遭遇负面舆论的某网络名人负责人开设的自营店铺销售额大幅下降，这是本季度净收入下降的主要原因。而某头网红，自然是指张大一。

According to the latest three quarterly reports released by Ruhan, as of September 30, 2020, Ruhan achieved revenue of 248.5 million yuan, a year-on-year decrease of 9%; and its gross profit rate decreased from 44% in the same period of last year to 41%. As for the reasons, the financial report explained that since April this year, the sales volume of self operated shops set up by a certain head of online celebrities, which met with negative public opinions, has fallen sharply, which is the main reason for the decline of net income in this quarter. And a certain head net red, refers to Zhang Dayi naturally.

11月25日，如烟控股宣布，已于2020年11月25日收到三位创始人冯敏、孙磊和沈超（买方集团）的不具约束力的初步提案，提议以每股0.68美元（每股美国存托股3.4美元）的价格将公司私有化。

On November 25, Ruhan holdings announced that it had received a non binding preliminary proposal from three founders Feng min, sun Lei and Shen Chao (the buyer group) on November 25, 2020, proposing to privatize the company at a price of US $0.68 per share (US $3.4 per ads).

从2019年4月3日到今天，仅仅是一年半前。被誉为"网络红色电子商务第一股"的鲁汉未能获得华尔街的认可。与当时12.50元的发行价相比，如汉的市值蒸发了一半以上。

From April 3, 2019 to today, it was only a year and a half ago. Ruhan, who had the title of "the first share of online Red e-commerce", failed to gain the recognition of Wall Street. Compared with the issuing price of $12.50 at that time, the market value of Ruhan has evaporated by more than half.

跟不上时代的张大一，没有新的故事可以讲。

Zhang Dayi, who has not kept up with the times, has no new stories to tell.

新承载女王的数字天花板

Digital ceiling of new carrying queen

70多个品牌，85万件商品在5小时内售罄；125万件商品在5小时内售罄；1300多万人在直播室观看，7.71亿人喜欢；weia精选全球佳品——新西兰站直播间观众总数为997.8万人，是新西兰丹桂总人口的两倍多；"首场直播房电影路演"拉开帷幕，制片厂近11万张电影票售罄，相当于直接为影片贡献了400多万票房，2019年，双11直播间引导营业额超过30亿

More than 70 brands, 850000 pieces of goods sold out in 5 hours; 1.25 million products were sold out in 5 hours; more than 13 million people watched in the live room, with a total of 771 million liked; weia's selection of global goodies - the total number of viewers in the live room of New Zealand station was 9.978 million, more than twice the total population of Dangui New Zealand; the "First Live Room movie roadshow" was opened, with nearly 110000 movie tickets in the studio Sold out, equivalent to a direct contribution to the film more than 4 million box office, in 2019, double 11 live broadcast room to guide the turnover of more than 3 billion

新女王来了。

The time has come for the new queen viya.

淘宝网总裁姜帆在公开演讲中表示："实现百万人收看、数亿营业额的直播成果不再是点缀，而是未来商业模式的主流。"。曾经负责淘宝直播的赵媛媛表示，微雅代表了目前淘宝直播的天花板。

"The achievement of a live broadcast with millions of people watching and hundreds of millions of turnover is no longer embellishment, but the mainstream of future business model," said Jiang Fan, President of Taobao in a public speech. Zhao Yuanyuan, once the person in charge of Taobao live broadcast, said that Weiya represents the ceiling of the current Taobao live broadcast.

随着5g新概念的提出，2020年全国直播热潮将到来，资本和流量将注入这条轨道。商人、企业主和刀耕火种的年轻人将参加这场交通盛宴。人、物、场秩序正在重建。上网生活已经成为主流。物品是否进入万岁直播间，也成为衡量物品是否会爆炸的重要指标。

With the new concept of 5g, the nationwide live broadcasting boom will come in 2020, and capital and flow will be injected into this track. Businessmen, business owners and slash youths will go to this traffic feast. The order of people, goods and venues is being reconstructed. Going to live online has become the mainstream. Whether the goods enter the Viva live broadcasting room has also become an important indicator to measure whether the goods can explode.

在江湖中越来越多的人提起围崖与货物。威亚的客厅成了明星们最常光顾的名利场。根据第三方数据机构智瓜数据的直播日报榜数据显示，2020年10月21日，天猫双11预售首日，威亚以53.2亿元的销售额排名第一，李嘉琪以38.7亿元的销售额排名第二，悉尼和陈洁分列第二、三、四位，明星主播汪涵和林依轮分别排名第七和第十。

Weiya is mentioned more and more in the river and lake with goods. Weiya's live room has become the vanity fair most frequented by stars. According to the live broadcast daily list data of Zhigua data, a third-party data organization, on October 21, 2020, on the first day of tmall's double 11 pre-sale, Weiya ranked first with a sales volume of 5.32 billion yuan, Li Jiaqi ranked second with a sales volume of 3.87 billion yuan, and Sydney and Chen Jie ranked second Third and fourth, star anchors Wang Han and Lin Yilun ranked seventh and tenth respectively.

据小葫芦最新统计，拥有货王地位的前三名已经被威亚、李嘉琪、辛巴牢牢控制。

According to the latest statistics of small gourd, the top three with goods King status has already been Weiya, Li Jiaqi, Simba tightly controlled.

写在结尾

Write it at the end

"张大一的时代结束了。"

"The era of Zhang Dayi is over."

鲁汉发布私有化公告后，一位不愿具名的二级市场投资者如此直言。"如果你跟不上时代的步伐，你就注定会被淘汰。"淘宝方从大力支持中摆脱关系，也加速了她的衰落。"他补充道。

After Ruhan issued the privatization announcement, a secondary market investor who did not want to be named said so bluntly. "If you can't keep up with the times, you are doomed to be eliminated." "Taobao Fang from strong support to get rid of the relationship, but also accelerated her decline." He added.

张大一曾经是每个女孩都想成为的人。

Zhang Dayi used to be what every girl wanted to be.

"她是每个女孩都想成为的人。。。老板很好，但谁想当冯敏，谁都想当张大一。"在纪录片《望红》中，张大一的工作人员说。

"She is what every girl wants to be... The boss is very good, but who wants to be Feng min, everyone wants to be Zhang Dayi." In the documentary "wanghong", Zhang Dayi's staff said.

只是历史永远不会是"如果"。

It's just that history can never be "if.".

*图片来自微博。

*The picture is from microblog.

Link：https://new.qq.com/omn/20201201/20201201A02I2F00.html

update time：2020-12-01 10:37:26