This article Source: Times Weekly Author: Tu Mengying

A mattress triggered a lively online crowd.

On the evening of October 23rd, it was rumored that a mattress worth 2 million yuan was carried to the hotel SHotel under the name of Wang Xiaofei, and the process of destroying the mattress was broadcast live by various media.

Live broadcast of mattress destruction Source: Screenshot of live broadcast

In the evening, Wang Xiaofei was supposed to attend an industry dialogue held by Sina Finance through Weibo Lianmai, but he was absent and did not participate in the event. On the other side of the same time point, Wang Xiaofei's mother, Zhang Lan, tried her best to broadcast live in the personal live broadcast room. In addition to constantly answering netizens' doubts and responding to this family affair, she also personally took the goods to Wang Xiaofei to create her own brand Ma Liuji, and the live broadcast continued until after zero the next day.

There is no doubt that Wang Xiaofei, who has been making a lot of noise because of family affairs, has also brought a fire to his own brand.

Recently, the divorce farce between Wang Xiaofei and Big S has been staged many times. Wang Xiaofei sent dozens of Weibo in succession, and the news broke from a distance. Wang Xiaofei's mother Zhang Lan still participated in it, supported her son and issued a statement to fight back. This tug-of-war constantly rushed to the forefront of the hot search list.

Originally, it was a contradiction between people, but the story of Ma Liu is full of existence. In the two responses issued by Big S, they all ended with "I wish Ma Liuji a prosperous business".

For Wang Xiaofei and his mother, what does the Six Stories of Ma mean?

netizens eat melons, and Ma Liuji sells well.

In just a few days, the founder madly exported traffic on the Internet, Ma Liuji really achieved the goal of "attracting eyes to attract gold".

"Can I add another list? Gone again? " Late at night on October 23, Zhang Lan was still selling goods in the live broadcast room, constantly changing the goods in his hand and interpreting the efficacy, information and price of the products. In the live broadcast room, Zhang Lan's products covered fresh food, alcohol, women's wear and many other categories. The products on the shelves were sold quickly, and the staff behind them frequently said, "If it is sold out, it will be gone."

even in the middle of the night, Zhang Lan still keeps on carrying goods, and the number of live broadcast rooms in Tik Tok exceeds 211,111, ranking first in its list of goods. "When to sell mattresses" and "Go to wig piece soon" Many netizens have left messages in the live broadcast room and continued to eat melons in the first line.

Since the family disputes continued to ferment, the public opinion has not diminished, and Zhang Lan has fully started the mode of bringing goods.

According to the data of Feigua, on October 21th, 2111, on the day when Wang Xiaofei sent out the first news of Weibo,'s account in Zhang Lan completed five live broadcasts, with a cumulative broadcast volume of over 4 million times. By the 22nd, the number of viewers in Zhang Lan's live broadcast room had reached 16.32 million, with 254,111 live broadcast fans and 618,111 daily fans.

As of October 23rd, Zhang Lan's live account "Zhang Lan Qiao Life" has more than 2.8 million fans.

Nowadays, in the live broadcast room in Zhang Lan, the pre-cooked dishes of "Maliuji" are constantly being sold. The main hot and sour powder is sold for 39.9 yuan, and 1.773 million copies have been sold. In terms of price and sales volume, it has sold more than 71 million yuan. Although the above data are accumulated for many days, according to the rumored price of 2 million mattresses, it is enough for Wang Xiaofei to buy more than 31 sheets and sleep for a whole month.

But only from October 21th to 23rd, the data of Feigua showed that Zhang Lan Tik Tok account * * * completed 9 live broadcasts, with a cumulative gain of 821,111, with an average audience of 5.3 million, and the cumulative live broadcast sales of RMB 11-25 million. At the same time, Ma Liuji's official account has not been idle, and it has also broadcasted 7 games, with live sales exceeding RMB 11 million.

As of October 23rd, Zhang Lan's live account "Zhang Lan Qiao Life" has more than 2.8 million fans.

Times Weekly reporter found that due to the hot sales, the bottled hot and sour powder of Ma Liuji was in the pre-sale stage, and the delivery time was delayed until February 8.

this year, ma liuji has tasted the sweetness of live broadcast with goods many times. In May of this year, Wang Xiaofei revealed in Weibo, "Now the online sales and take-out of Ma Liuji far exceed the revenue of offline stores. The hottest online is hot and sour powder, and the sales volume in Tik Tok exceeds 311,111."

Source: Weibo, Wang Xiaofei

Back to the catering food business, Wang Xiaofei and her son seem to be comfortable.

Wang Xiaofei, as the founder of Maliuji brand, bound it from the beginning, and her mother Zhang Lan also gave her full support. In the official accounts of Ma Liuji, Wang Xiaofei and Zhang Lan in Tik Tok, the videos of Ma Liuji's delivery occupy a lot of content, and Zhang Lan himself even publishes 5 or 6 videos a day, all of which reveal Ma Liuji's products for delivery.

At present, Tik Tok e-commerce rankings show that the taste of hot and sour snail powder in Maliuji has topped the list of snail powder explosions in Tik Tok in recent 31 days with sales of 9.19 million yuan. Secondly, it is the second original hot and sour powder product named Liziqi, with platform sales of 8.85 million yuan within 31 days.

Wang Xiaofei is live. Source: Weibo, Wang Xiaofei

Engaged in catering industry for many years

In fact, from South Beauty to Ma Liuji, the catering map of Wang Xiaofei's mother and son has not stopped, and it is still deeply bound. Before the storm, Wang Xiaofei and her son had already publicized many times and recorded six stories with goods, placing high hopes on them.

Maliuji, founded in p>2121, was founded by Wang Xiaofei and his mother Zhang Lan and others, focusing on Maoxuewang, spicy chicken, boiled fish and other Sichuan food products. According to public information, Ma Liuji has 17 stores in Beijing, Shanghai and Chengdu.

The opening scene of Ma Liuji Source: Wang Xiaofei and her son in front of Wang Xiaofei Weibo

have always been the man of the hour in the catering industry in Beijing, and Zhang Lan's most well-known identity is the founder of South Beauty.

In p>2111, Zhang Lan founded the South Beauty brand, focusing on high-end positioning, combining luxurious and high-end decoration with exquisite dishes, and soon became famous. In 2117, Zhang Lan made the turnover of South Beauty reach 1 billion yuan. At its peak, it became the only Chinese food company among the designated catering suppliers for the Beijing Olympic Games in 2118.

Live up to expectations, South Beauty has become synonymous with high-end restaurants in China. Starting from the first restaurant, South Beauty has opened more than 51 stores in Shanghai, Tianjin, Chengdu and Shenzhen. Zhang Lan has brought great wealth and unlimited scenery by virtue of South Beauty.

Similar to the experience of most rich second generation, Wang Xiaofei once entered his own enterprise and studied catering management at the peak of South Beauty. At that time, Wang Xiaofei returned from studying abroad and accumulated many contacts through her mother Zhang Lan's hands-on teaching and bridging.

It seems that these personal resources have something to do with the Orchestral Club established by Zhang Lan in 2116. The Orchard Club, which aims at high-end positioning, is a top social place built by Zhang Lan. It is rumored that the decoration of the clubhouse is very luxurious. It was carefully designed by PhilippeStarck, the "first designer in the contemporary world" for two years. Not only are there many valuable oil paintings hanging inside, but even the matching crystal cups and chairs are expensive.

Orchestral Club helps the rapid development of South Beauty to a certain extent. Soon after, Zhang Lan planned to send South Beauty to the capital.

In p>2118, in order to promote the listing of South Beauty, Zhang Lan introduced CDH investment and signed a gambling agreement. However, in the follow-up, the business situation of South Beauty went from bad to worse, and it failed to go public several times, and finally lost its controlling stake in South Beauty in 2115. At the same time, Zhang Lan has also faced a more intractable problem-its assets were frozen by the Hong Kong High Court because of its involvement in litigation.

Subsequently, Zhang Lan gradually faded out of the front-line catering industry, and Wang Xiaofei stepped forward.

In Wang Xiaofei's early years, his ex-wife Da S was once a publicity spokesperson, binding many businesses in Wang Xiaofei. For example, Wang Xiaofei set foot in tea and real estate in 2113 and 2115 respectively, and Da S participated in the promotion. Among them, Herunlin Private Tea, a tea brand, balances seven flavors, and its main selling point is the selection of "Beauty King" and has applied for registration of "S Tea" and "Tea S" series trademarks. And the SHotel in Taipei is obviously named arrogant S.

Wang Xiaofei's mother and son's business map

Wang Xiaofei's entrepreneurial journey is bumpy, and Zhang Lan is not willing to hide behind the scenes.

In p>2121, Zhang Lan established Yi Fund, a project fund focusing on investment in the catering sector, trying to start a business continuously in the catering supply chain track, but so far there is no relevant investment disclosure.

nowadays, in addition to the constantly exposed Sichuan cuisine brand "Maliuji", another catering brand owned by Wang Xiaofei and her son is Cantonese cuisine brand "Yueertang", which was founded by Wang Xiaofei in 2121 and 2121 respectively. Yueertang is a brand of Beijing Yueertang Catering Management Co., Ltd., which is wholly owned by Beijing Shitongda Technology Development Co., Ltd. At present, there is only one Beijing store under the Yueertang line, and its popularity is not as good as that of Ma Liuji.

Sky Eye Survey shows that there are currently 16 affiliated companies under the name of Wang Xiaofei, which have actual control over 17 companies, and 12 companies are still in business, covering catering, science and technology, film and television, etc. Among them, Wang Xiaofei is the legal representative of two enterprises, namely Guangdong Jiufen Information Technology Co., Ltd. and Shanghai Zhenxi Cultural Communication and Development Center.

Although there are many companies under his name, Wang Xiaofei's status as a foreign businessman now appears as the "founder of Ma Liuji".

introduction of Weibo, Wang Xiaofei

As the main brand, Beijing Maliuji Restaurant Management Co., Ltd. where Maliuji is located, its legal representative is Song Na. The equity penetration chart shows that the company is jointly held by Song Na and Beijing Shitongda Technology Development Co., Ltd. * *, while Beijing Shitongda Technology Development Co., Ltd. is held by Beijing Fitland Decoration & Design Co., Ltd. 64%.

Previously, Wang Xiaofei was the major shareholder of Fitland Decoration Company. However, according to the latest shareholder information, Wang Xiaofei withdrew from the list of shareholders of Fitland, but still served as executive director.