The business history of Wang Xiaofei’s mother and son: (Wang Xiaofei’s mother)

Source of this article: Times Weekly Author: Tu Mengying

A mattress triggered a lively online discussion.

On the evening of November 23, a mattress rumored to be worth 2 million was carried to SHotel, a hotel owned by Wang Xiaofei. A number of media broadcast the process of the mattress being destroyed live.

Source of mattress destruction live broadcast: live broadcast screenshot

That evening, Wang Xiaofei was originally going to participate in an industry dialogue organized by Sina Finance through Weibo Lianmai, but in the end she was absent. participate. On the other side at the same time, Wang Xiaofei's mother Zhang Lan was working hard in her personal live broadcast room. In addition to constantly answering netizens' questions and responding to this private family matter, she also personally brought goods to Wang Xiaofei's own brand Ma Liuji. The live broadcast continued until the second Two days after midnight.

There is no doubt that Wang Xiaofei, who caused a stir due to family troubles, has made her own brand Ma Liuji popular.

Recently, the divorce farce between Wang Xiaofei and Big S has been staged many times. Wang Xiaofei posted dozens of Weibo posts, shouting from a distance and making revelations. Wang Xiaofei’s mother Zhang Lan still participated in it, supporting her son and issuing a statement to fight back. , this tug-of-war continues to rise to the top of the hot search list.

It was originally a conflict between people, but Ma Liuji gave it a full sense of existence. In the two responses posted by Big S, they both ended with "I wish Ma Liuji a prosperous business."

What does Ma Liuji mean to Wang Xiaofei and her son?

Netizens ate it up, and Ma Liuji sold out

In just a few days when the founder was crazy about sending traffic on the Internet, Ma Liuji did indeed go from "attracting attention to attracting money" .

"Is there any order that I can add? It's gone again?" Late at night on November 23, Zhang Lan was still selling goods in person in the live broadcast room, constantly changing the goods in his hands, interpreting product functions, information and price. In the live broadcast room, Zhang Lan's products covered many categories such as fresh food, alcohol, and women's clothing. The products on the shelves sold quickly. The staff behind him frequently said, "It sold out and was gone in an instant."

Even late at night, Zhang Lan still grasped the traffic and continued to bring goods. The number of people in the Douyin live broadcast room exceeded 200,000, ranking first in his list of goods. "When will the mattress be sold?" "Hurry up and get the wig". Many netizens left messages in the live broadcast room and continued to take advantage of the front line.

Since the family dispute has continued to ferment, public opinion has not diminished, and Zhang Lan has fully launched the sales mode.

According to Feigua data, on November 21, the day Wang Xiaofei posted her first breaking news on Weibo, Zhang Lan’s Douyin account completed 5 live broadcasts, with a cumulative playback volume of more than 4 million times; by the 22nd , the number of viewers in Zhang Lan’s live broadcast room reached 16.321 million, the number of live broadcast fans increased by 254,000, and the number of daily fans increased by 608,000.

As of November 23, Zhang Lan’s own live broadcast account “Zhang Lan Qiao Life” has more than 2.8 million fans.

Today, in Zhang Lan's live broadcast room, the pre-made dishes of "Ma Liuji" are constantly selling out. The main hot and sour rice noodles sell for 39.9 yuan, and 1.773 million copies have been sold. In terms of price and sales volume, a total of more than 70 million yuan has been sold. Although the above data is accumulated over many days, the rumored mattress price of 2 million is enough for Wang Xiaofei to buy more than 30 mattresses and sleep on them for a month.

From November 21st to 23rd alone, Feigua data shows that Zhang Lan’s Douyin account*** completed 9 live broadcasts, with a cumulative increase of 820,000 followers, and an average of 5.3 million viewers per game. , the cumulative live broadcast sales are between 10 and 25 million yuan. At the same time, the official account of Ma Liuji was not idle either. It also broadcast 7 games, with live broadcast sales exceeding 10 million yuan.

As of November 23, Zhang Lan’s own live broadcast account “Zhang Lan Qiao Life” has more than 2.8 million fans.

Times Weekly reporter found that due to the hot sales, Ma Liuji’s barreled hot and sour noodles are in the pre-sale stage, and the delivery time has been delayed until December 8.

Since this year, Ma Liuji has tasted the benefits of live streaming many times. In May this year, Wang Xiaofei revealed on Weibo, "Now the online sales and takeout of Ma Liuji far exceed the revenue of offline stores. The most popular online is hot and sour noodles, with Douyin sales exceeding 310,000.

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Photo source: Wang Xiaofei Weibo

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

As the founder of Ma Liuji brand, Wang Xiaofei, It was bound from the beginning, and mother Zhang Lan also gave her full support. In the official Douyin accounts of Ma Liuji, Wang Xiaofei and Zhang Lan, Ma Liuji’s goods delivery videos occupied a large amount of content, and Zhang Lan himself even had a day. Posted 5 or 6 video updates, all showing Ma Liuji products for sale.

Today, the Douyin e-commerce rankings show that the sales of Ma Liuji Spicy Hot and Sour Noodles are 9.09 million yuan. , topped Douyin’s hot snail noodle list in the past 30 days, followed by Li Ziqi’s original hot and sour noodle product, with sales of 8.85 million yuan on the platform in 30 days.

Wang Xiaofei. Live image source: Wang Xiaofei’s Weibo

Have been engaged in the catering industry for many years

In fact, from South Beauty to Ma Liuji, Wang Xiaofei’s mother and son’s catering territory has not stopped, and is still deeply connected. Before this turmoil, Wang Xiaofei and her son had already publicly promoted and promoted Ma Liuji many times, and they had high hopes for it.

Ma Liuji, which was established in 2020, was founded by Wang Xiaofei, her mother Zhang Lan and others. Founded, it specializes in Sichuan cuisine products such as Maoxuewang, spicy chicken, and boiled fish. Public information shows that Ma Liuji has 17 stores located in Beijing, Shanghai and Chengdu.

Picture of the opening of Ma Liuji. Source: Wang Xiaofei’s Weibo

Wang Xiaofei’s mother and son have always been influential figures in the catering industry in Beijing, and Zhang Lan is best known to the outside world as the founder of “Beautiful Jiangnan”

In 2000, 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 2007, Zhang Lan single-handedly reached its peak sales of 1 billion yuan. In 2008, it became the only Chinese food company among the designated catering suppliers for the Beijing Olympic Games.

Living up to expectations, South Beauty has become synonymous with high-end restaurants in China. Starting from the first restaurant, South Beauty has expanded to Shanghai, Tianjin, and Chengdu. More than 50 stores have been opened in , Shenzhen and other places. Zhang Lan has brought huge wealth and prosperity with South Beauty.

Similar to the experience of most second-generation rich, Wang Xiaofei entered South Beauty during its peak period. At that time, Wang Xiaofei returned from studying abroad and accumulated many connections through her mother Zhang Lan’s hands-on teaching and networking.

With these network resources, she met Zhang Lan in 2006. The Lan Club, established in 2001, seems to be related. Aiming at high-end positioning, Lan Club is a top-notch social venue created by Zhang Lan. It is rumored that the decoration of the club is very luxurious and was carefully designed by Philippe Starck, the "first designer in the contemporary world". , not only are there many precious oil paintings hanging inside, but the matching crystal cups and chairs are also expensive.

Lan Club will help South Beauty to develop rapidly. Soon, Zhang Lan plans to invest in South Beauty.

In 2008, in order to promote the listing of South Beauty, Zhang Lan introduced CDH Investment and signed a gambling agreement. But subsequently, South Beauty's business conditions deteriorated, and it failed to go public several times. Finally, in 2015, it lost its controlling stake in South Beauty. At the same time, Zhang Lan also faced a more difficult problem - her assets were frozen by the Hong Kong High Court due to litigation.

Afterwards, Zhang Lan gradually faded out of the front-line catering industry, and Wang Xiaofei came to the stage.

In Wang Xiaofei’s early years of entrepreneurship, his ex-wife Big S was once a publicity spokesperson, binding many of Wang Xiaofei’s businesses. For example, Wang Xiaofei got involved in tea drinks and real estate in 2013 and 2015 respectively, and Big S participated in the promotion of both. Among them, the tea brand Herunlin Private Tea balances the seven flavors. The main selling point is the selection of the "Beauty King" Big S, and has applied for registration of the "S Tea" and "Tea S" series trademarks. The SHotel located in Taipei City is obviously named after the big S.

The business landscape of Wang Xiaofei’s mother and son

Wang Xiaofei’s entrepreneurial journey was bumpy, and Zhang Lan was unwilling to retire behind the scenes.

In 2020, Zhang Lan founded Yi Fund, a project fund focusing on investment in the catering field, in an attempt to continuously start a business in the catering supply chain track, but so far there has been no relevant investment disclosure.

Nowadays, in addition to the constantly exposed Sichuan cuisine brand "Ma Liuji", another catering brand owned by Wang Xiaofei's mother and son is the Cantonese cuisine brand "Guangdong Er Tang", which was founded by Wang Xiaofei in 2020 and 2021 respectively. Yue'er Tang is a brand of Beijing Yue'er Tang Catering Management Co., Ltd. and is wholly owned by Beijing Shitongda Technology Development Co., Ltd. Currently, Yue'er Tang only has one offline store in Beijing, which is not as well-known as Ma Liuji.

Tianyancha shows that Wang Xiaofei currently has 16 affiliated companies under her name, and has actual control over 17 companies. 12 of them are still open, and their territories involve catering, technology, film and television, etc. Among them, there are two companies for which Wang Xiaofei serves as the legal representative, namely Guangdong Jiufen Information Technology Co., Ltd. and Shanghai Zhenxi Cultural Communication Development Center.

Although he has many companies under his name, Wang Xiaofei’s current external business identity is as “Founder of Ma Liuji”.

Wang Xiaofei Weibo profile

As the main brand, Beijing Ma Liuji Catering Management Co., Ltd., where Ma Liuji is located, has Song Na as its legal representative. 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 Feitlan Decoration Design Co., Ltd. 64%.

Previously, Wang Xiaofei was the major shareholder of Fitland Decoration Company. However, the latest shareholder information shows that Wang Xiaofei has withdrawn from the list of shareholders of Fitlanzhuang, but still serves as executive director.