Weiya's husband launches a mall mini program to test the waters of private domain: It has nothing to do with Weiya, and it focuses on selling goods

618 is approaching, and news related to the e-commerce field has also become the focus of public attention. Recently, Qianxun Holdings, a live e-commerce company founded by Weiya's husband Dong Haifeng, launched a mall mini program called "Qianxun Super Member". Shortly after it was launched, all the products on the platform were "sold out", which attracted high attention in the industry.

According to Interface News, Dong Haifeng once revealed through live broadcast that the Qianxun Super Member’s “525 Member Internal New” activity was stocked at the magnitude of tens of thousands of people, but the actual number of participants “has increased 10 times.” When a user asked why he didn't choose to pre-sale, his explanation was: "I just acquired this brand on May Day, and the two teams are in the running-in period."

In the eyes of many people, the popularity of this mini program proves that Weiya's personal IP still has considerable appeal in the core fan circle. But it is worth noting that there is no public evidence yet that the "Qianxun Super Member" mini program has a direct relationship with Via. The reporter learned that from the technical architecture to the customer service system, the mall mini program is operated independently by Qianxun team, and there are no rumors that Weiya personally came to sell goods.

Industrial and commercial information shows that the WeChat entity of the "Qianxun Super Member" mini program customer service is Hangzhou Landu Technology Co., Ltd. Although Weiya is the co-founder of Qianxun, she does not hold a legal person or senior executive position in the company (according to public industrial and commercial information). In early 2024, the official account "Viya Surprise Club" moved its fans to "Dora's Magic Wand", and its certification body was also Hangzhou Landu Technology Co., Ltd., but in the view of industry insiders, the migration of official account is a routine operation of corporate brand resource integration. "Viya Surprise Club" moved to "Dora's Magic Wand" is precisely the embodiment of Qianxun's "de-personalization" strategy.

A person close to Qianxun said that in recent years, Qianxun has systematically promoted the "de-viyaization" strategy, laid out matrix live broadcast rooms, invested in supply chains, and gradually weakened its dependence on a single IP. Weiya herself has also devoted more energy to social activities such as intangible cultural heritage inheritance and public welfare activities, and has less involved in business-related work. The legality of the "Qianxun Super Member" mini program as an enterprise to explore new models is unquestionable. Whether it can break through the fan circle and achieve sustainable growth in the future will depend on the efficiency of technology iteration and the depth of user value mining.