On the evening of November 12th, Li Ziqi, after a 1,214-day hiatus, reappeared on Weibo with two new videos that instantly went viral. The first video showcased her intricate lacquerware crafting process, using the traditional technique of hidden flower carving. The second featured her creating a personal dressing room in the forest, made entirely from bamboo. Despite her long absence, Li Ziqi has lost none of her craftsmanship or style. Her return videos left fans in awe, declaring that the path is still hers to lead.

Li Ziqi is one of the most successful global ambassadors of Chinese culture. On July 16th, 2020, her YouTube channel surpassed 11.4 million subscribers, earning her a place in the Guinness World Records as the "most subscribed Chinese-language YouTube channel." Even during her hiatus, her follower count continued to grow, and now, she has nearly 20 million subscribers on YouTube.

Each of Li Ziqi's videos is meticulously crafted, often taking several months to produce, with significant time spent on learning new skills. As a result, the total number of her videos is relatively small. However, this focus on high-quality, slow-paced content sets her apart from the majority of short video creators who prioritize quick and easy production.

As for her post-comeback business strategy, Li Ziqi has been focused on monetizing her content since 2018. She began by launching her own brand in partnership with her MCN agency, offering products like lotus root powder and stinky Luosifen. The lotus root powder alone sold 300,000 units per month, and the Luosifen reached 150,000 units, proving Li Ziqi's ability to turn her content into a profitable business.

After a dispute with her MCN agency, Li Ziqi spent the months from April to September preparing for her return. She registered multiple trademarks for her brand, covering categories such as beer, convenience foods, clothing, and footwear. In the future, Li Ziqi plans to further expand her own brand, continuing to leverage her content for both cultural influence and commercial success.

Source :Lingnan on the Cloud

李子柒三年后回归，靠什么把失去的赢回来？

11月12日傍晚，李子柒在断更1214天后，微博连更两条视频，瞬间引爆网络。首条视频是她采用雕漆隐花工艺制作漆器的全过程。第二条视频内容是她用竹子为自己做了一个森林中的衣帽间。断更数年，李子柒技术没丢，品位也没丢。回归视频让网友感叹：太美了，这条赛道还得是李子柒。

李子柒是中国文化在全世界最成功的传播者之一。2020年7月16日，李子柒在YouTube网站的账号，订阅人数超过1140万，因此被列入《吉尼斯世界纪录大全》，成为“订阅量最多的YouTube中文频道”。在没有作品的日子里，她的粉丝反增不减。目前，李子柒在YouTube网站的订阅量为1990万。

李子柒的一条视频制作时间长达数个月，其中包含大量的技能学习时间，因此她的视频总量很少。这种沉下心来做内容的态度，正是当下大多数追求“短平快”的短视频制作者所不具备的。

复出后的李子柒如何挣钱？早在2018年，她便试图通过成立自有品牌来实现内容和商业的双赢。当时，她和所属MCN机构共同运营“李子柒”品牌，并推出藕粉、螺蛳粉等自有产品。藕粉月销量30万件，螺蛳粉月销量15万件，充分证明了李子柒通过内容来变现的能力。

在经历了与MCN机构的纷争后，今年4月至9月，李子柒进行了复出前的最后准备。李子柒文化注册了多个商标，品类包括啤酒、方便食品、服装鞋帽等。未来，李子柒仍将在自有品牌上大展拳脚。

文｜记者 李丽
图｜微博@李子柒
译｜赵凡
审｜王枥焓