Image source @ Visual China
Wen | open pineapple finance, the author | Jiaoying Wu, Editor | Golden Dragon
"I'm sorry Jaylen, I never want to hear the Compendium of Materia Medica again."
"I, Li Jiaqi's crush, from now on, will be Liu Qihong's girl."
"Goodbye Pamela, hello Coach Liu."
Recently, the whole network has been brushed by "Liu Qihong Girl".
With the live broadcast of fitness on Douyin, 50-year-old Taiwanese artist Liu Qihong has become a man who has captured the hearts of countless young girls, replaced the fitness "AI person" Pamela, and sat on an equal footing with Li Jiaqi.
Two months ago, Liu Ruihong changed the way of live broadcasting in the past, began to put on a vest, took his wife to "cloud fitness" with fans in the live broadcast room, and even if he was wrongly judged by the platform to violate the law, he had to wear a down jacket to insist on "taking the jump". As a well-known fitness master in the entertainment industry, he also used his friend Jay Chou's "Compendium of Materia Medica" as the BGM, choreographed a set of fat-burning shuttlecock exercises suitable for men and women of all ages, and fired out of the circle in the non-stop legging "go go go".
In the spring when the epidemic led to the obstruction of home and offline fitness and the arrival of the peak season for weight loss, the fitness live broadcast led by Liu Qihong quickly swept the video live broadcast platform. From fitness bloggers with millions of fans, to fitness stores that solicit customers online, and even large chain fitness institutions, they have begun to broadcast fitness day and night, acting as "cloud personal trainers".
In order to catch this new traffic password, bloggers began to "roll" up again. Some people played the slogan of "7 days to challenge losing 5 pounds", some people specially arranged for obese players to accompany them, and some people increased their fat to 150 pounds to shave their heads and then live weight loss...
In the colorful fitness live broadcast room, fans quickly gathered, bloggers while jumping exercises, while bringing goods, selling lessons, running members, without dry mouth explanation, no need to painstakingly persuade to buy, standing on the traffic realization.
At the head of the track, Liu Ruihong has not yet brought goods in the fitness, and fans can't wait for him to link "wild consumption". At the end of the team, the dividend is attracting more and more small and medium-sized bloggers to open live broadcasts, but the time and opportunities left for them may not be too much.
"Liu Qihong Girl", popular fitness live broadcast
On the evening of April 17, less than 20 minutes after Liu Qihong's broadcast on Douyin, 1 million "Liu Qihong girls" came to dance with him in the live broadcast room.
It was his 49th live fitness broadcast in the last two months, with a record number of viewers reaching 13.91 million. One hour after the start of the broadcast, the number of fans on its Douyin account exceeded 10 million; as of press time, it has reached 14.17 million.
Liu Qihong, who has brought goods on Taobao Live, has tested the water for a period of time since the end of last year, but the results are mediocre, and the sales of 34 live broadcasts are only 8.076 million.
On February 18 this year, Liu Qihong, who was originally a fitness master in the entertainment industry, gave up taking goods, showed his "good play", and began to dance with fans on live broadcasts. The first fitness live broadcast, the number of viewers was 247,000, and then the data rose all the way, and soon a single game exceeded one million.
Liu Qihong's live broadcast time is fixed at 7:30 pm on Tuesdays, Wednesdays and Thursdays and 9:00 am on Saturdays, each session lasts about 1 and a half hours, including warm-up, shuttlecock exercises, boxing, hip and leg exercises and other sets of action arrangements, each group of exercises with a song time, the middle of the dress break and action explanation. In addition to Liu Qihong himself, who is nagging while practicing, his wife Wang Wanfei will also follow the whole process of training, while the husband and wife file to cooperate with the active atmosphere, while showing fans the "more real" state because the action is not in place.
The famous scene in the live broadcast room that really made Liu Ruihong popular was "dancing in a down jacket".
Previously, because of the "too good body" and cool clothes, Liu Qihong's live broadcast was repeatedly misjudged by the platform to violate the law, in the live broadcast on April 7, he and his wife had to wear down jackets to jump exercises, because the "picture is too beautiful" caused hilarity, was spread by fans crazy screenshots.
Liu Qihong was sentenced to wear a down jacket to dance for violation of the law Source @ Xiaohongshu
Of course, Liu Qihong was out of the circle, and Jay Chou also contributed to it. He designed a super magic fat-burning leg shuttlecock exercise for BGM with "Materia Medica", so that fans in the live broadcast room love and hate, love is "the effect is quite good", hate is "the action is too tired", so that "Materia Medica" is jokingly called "forbidden track" by many netizens, but still want to "expression leisurely, jump a rough".
Liu Qihong's "Compendium of Materia Medica" Shuttlecock Exercise Source @ Douyin
Nowadays, in the hearts of many people, Liu Qihong has replaced Pamela as the hottest "gold medal fitness coach" in the whole network. Feigua data shows that in the past 30 days, Liu Ruihong has broadcast 25 live broadcasts, rising by 8.077 million fans, of which more than half come from live broadcasts.
The fitness live broadcast that makes Liu Qihong "turn red" is also becoming the new traffic password of major video live broadcast platforms.
Feigua data shows that from April 11 to 17, the douyin platform's "Yimei Aerobic Body", "Mooki Yoga", "Tooth and Tooth Aerobic Fitness" and other fitness live broadcast accounts have increased by more than 300,000 fans; the live broadcast of the Kuaishou platform "Cat Ning Counterattack", "Shuai Di Fitness", "Flying Fish SportsMan" and "Sub-Lotus Aerobic Gymnastics" has also reached a new high. In addition, many fitness bloggers on Station B and Little Red Book have also begun to switch from video to live broadcast.
According to Kai Pineapple Financial Observation, the accounts currently broadcasting fitness live on various platforms can be roughly divided into three categories: fitness bloggers, health clubs and large chain fitness institutions.
Among them, the largest number and the highest popularity is the live broadcast of fitness bloggers, most of them have a certain fan base and live broadcast experience, the frequency of live broadcast is relatively fixed, most of them live broadcast 5-7 times a week, the content is to create weight loss, fat burning and shaping effect of aerobic exercise.
Recently, various platforms have also emerged a number of health club accounts with offline stores, these accounts do not have many fans, but they can arrange different coaches to take turns to broadcast live according to the course content, trying to cover the whole time and the whole crowd, and some live broadcast frequency is as high as three or four times a day.
In addition to small fitness stores, large chain fitness institutions such as Keep, Super Orangutan, and Luck Sports have also entered the live broadcast of sports. The live broadcast of the fitness institution is a cycle of 14-day theme activities, the content is more subdivided, the coaching team is more professional, and fans can freely choose courses such as hip and leg training, strength circulation, shoulder and neck soothing according to their needs. In addition, there are some institutions that specialize in teaching yoga and Pilates to carry out one-on-one paid "cloud personal training".
"7 days to lose 10 pounds" "fattening to accompany you to counterattack", the harvesting technique of fitness anchors
Before Liu Qihong jumped out of the circle, sports and fitness has actually been one of the hot areas of long and short video platforms.
According to reports, in 2021, there will be more than 60,000 sports and fitness creators with more than 10,000 fans on the Douyin platform, and sports-related content has been played more than 21.1 billion times; fitness videos are also one of the most popular content areas of B station and Little Red Book, and the number of fitness teaching videos played by Internet celebrity bloggers such as Pamela and Saturday Wild has exceeded 10 million.
But this form of live streaming is indeed only recently on fire.
Since the beginning of this year, the recurrence of the epidemic has led to the closure of offline stores in some areas, so that many fitness institutions and coaches have had to move to online teaching. Angel, a Pilates teacher at a fitness institution in Shanghai, told Kai Pineapple Finance that she began to broadcast live on Xiaohongshu after the epidemic was isolated at home, and her creative content was mostly based on videos.
In the spring and summer, the "weight loss season", offline fitness is blocked, the length and frequency of staying at home are increasing, and more people take the initiative to start "cloud fitness". "I have always had the habit of exercising in the offline gym before, and recently because of the epidemic and the nature of the work, I can't go to the gym, so it's better to practice in the live broadcast room, the time is flexible and convenient, and it can be carried out directly at home by laying a yoga mat." Chestnuts, who have recently worked out with Liu Qihong, told Kai Pineapple Finance.
Fitness blogger Cathy's feeling is that the live form of fitness belt training, compared with traditional video teaching, has a more immersive classroom atmosphere, a stronger sense of interaction, coupled with the fact that the anchor has time to fully decompose and answer questions, which is more suitable for a large number of "little whites" who have just started, so it is more popular. "In addition, now that fitness videos tend to be saturated, differentiated live broadcasts have stronger ability to absorb fans, and have attracted more bloggers to participate." She added.
Angel admitted that the reason why she tested the water live broadcast is also to take the opportunity to increase more fans. "Compared with the KOLs on the platform who have professional teams for copywriting, editing, and operation, I am just a blogger with little experience, but live broadcasting can more intuitively show my advantages in technology and teaching, and it is easier to absorb fans."
However, in Cathy's view, not all fitness bloggers are suitable for live streaming or teaching.
"Like Liu Qihong, he has an image of vitality, health and positive energy, coupled with many years of professional fitness teaching experience, live broadcasting will amplify this advantage of his, which is very infectious." However, if the blogger itself does not talk much and is not infectious, the live broadcast effect may not be so good, and even lose the original fan filter. She explained.
However, more bloggers and institutions are unwilling to let go of this huge traffic password, and even began to use a variety of strange "eye-catching" routines.
The most common is to use the "little white" psychology of "falling off the flesh" to play a gimmick with rapid results. Kai Pineapple Finance found that many Douyin bloggers hung slogans such as "6 days challenge to reduce the whole body", "challenge 7 days to lose 10 pounds" and "0 basic 100 days to enjoy 30 days of thinness" on the background board of the live broadcast room.
A large number of live broadcast rooms claim to be "fast slimming" source @ Douyin
In order to show the publicity effect, there are also some live broadcast rooms that specially arrange fat anchors to jump; in order to prevent the intensity of exercise is too large to "dissuade" fans, there are also live broadcast rooms that arrange 2-3 people to show at the same time, so that the audience can choose the right difficulty and jump; there are anchor card slot subdivision tracks, for the elderly, pregnant women, postpartum recovery and other special groups, the launch of special sports training camps.
More bloggers have called it an "immersive companion experience" for fans, not hesitating to gain weight and then lose weight. For example, the "Cat Ning Weight Loss Record", which was broadcast live on Douyin and Kuaishou at the same time, declared that it was "necessary to take millions of fans to lose weight", took the initiative to gain up to 150 pounds, and shaved his head to invent the ambition, opening the "100-day counterattack challenge", and it took three months to reduce to 105 pounds through exercise.
"Cat Ning Counterattack" fattening shaved head to accompany fans to lose weight source @ douyin
However, in the eyes of many professional fitness bloggers, this kind of inducing publicity that is divorced from the actual situation of individuals is difficult to say that it is not for the sake of eyeballs and "harvesting" fans. "The focus of slimming is to create a heat difference, we should not blindly believe in the anchor, before training should first understand some basic fitness knowledge." Cathy said.
Chestnut's experience is that Xiao Bai first needs to be clear about his own sports needs and physical condition, choose the action suitable for his anchor to practice, and secondly, look at word of mouth. "At the beginning, I also followed the anchor who mainly jumped, but the actions of bouncing and squat have higher knee requirements, and it is best to choose an anchor with more basic actions when I first started."
Bringing goods, selling classes, and running memberships, is it fitness or making money?
All traffic, the ultimate purpose is to monetize, and fitness is no exception.
According to the opening of pineapple financial observation, at present, some new fitness bloggers, including Liu Qihong, are still silently sucking powder to save traffic, basically not bringing goods in the live broadcast. But there are also many anchors who can't wait to hang up the shopping cart link in the live broadcast room.
The goods they bring with them are mainly sports and fitness shoes, equipment and food and beverages, such as bloggers with the same fitness pants, massage rollers, waist twisting machines, whole wheat bread, skimmed milk powder, ready-to-eat chicken breast, etc.
Chestnut told Kai Pineapple Finance that these anchors will generally carry out centralized explanations with goods in between training or before the start of broadcasting, each time it takes about 5-10 minutes, and in a live broadcast of 1.5-2 hours, the time with goods accounts for about 20 or 30 minutes.
Fitness live broadcast room with product link source @ Douyin
Some bloggers with millions of fans don't have to spend hours talking like anchors with goods, as long as they hang up shopping cart links in the fitness live broadcast room, there are fans who place orders.
For example, Feigua data shows that Douyin has 6.59 million fans of the "Cat Ning Counterattack", 4 live broadcasts that are GMV with goods 9.56 million; "Fitness Goddess Yue'er" with 2.06 million fans in the past 30 days of 132 live broadcasts, with goods GMV of nearly 27 million; "A Xin Shaping Aerobic Exercise" with 3.72 million fans, 48 live broadcasts of 55 live broadcasts in the past 30 days, GMV has a total of nearly 8.5 million.
In addition to bringing goods, there are also some waist fitness bloggers who sell sports shaping video courseware and "one-on-one" personal training guidance services in the live broadcast.
On the afternoon of April 18, Kai Pineapple Finance saw on the Douyin platform that a blogger with 802,000 fans instructed fans to buy lessons and WeChat in the live broadcast room, and constantly emphasized "fast buy". A copy of the "Body Adjustment and Local Shaping" courseware priced at 600 yuan was hung up in the live broadcast room, and the page showed that 4267 people had studied. In addition, the courses it sells also include the 600 yuan "Quick Hip Up tutorial" and the 100 yuan "Slimming Belly All Action Videos".
A fitness anchor instructed fans to buy classes and Add WeChat in the live broadcast room Source @ Douyin
Fitness institutions with offline stores sell a variety of annual passes, season cards, experience cards and personal training classes.
The fitness institution "One Trillion Wade" has sold 3500 yuan of store annual passes, 2299 yuan of semi-annual cards, 288 yuan of monthly passes + 1 personal training class in many Douyin fitness live broadcasts, and has brought 81,000 GMV in the past 30 days. Some small fitness studios with low popularity have chosen a single physical examination card with a unit price ranging from 9.9 yuan to 39.9 yuan, but the sales volume is only a few dozen.
Fitness stores sell membership cards in the live broadcast room Source @ Douyin
Judging from the achievements of these bloggers, although GMV is not as good as some well-known professional anchors with goods, it is quite cost-effective compared with the traditional paid promotion model of about 10,000 fans.
On the whole, because the fitness track is in the cusp, the head blogger can temporarily eat enough, but the small and medium-sized bloggers are more "rolled" in order to make money.
Nowadays, on social platforms, many fans have called for Liu Qihong to link up and ask for "wild consumption". Obviously, for such an Internet celebrity, whether it is to bring goods, promote or even endorse in the future, the income will be quite considerable. Previously, Pamela, Saturday Wild and other Internet celebrity fitness experts, many brands have cooperated and even launched co-branded products.
But for a large number of small and medium-sized bloggers who have just entered the game, it is unknown when they will be able to reach the fan threshold of promotion with goods.
Angel told Kai Pineapple Finance that generally Little Red Book fitness bloggers need to have more than 5,000 fans to get the opportunity to receive brand promotion. But it's not easy to gain the favor of fans among a huge number of fitness bloggers. In the past two weeks, she has conducted a total of 6 live broadcasts, each with a fan increase of about 100, although it has made a relatively large breakthrough compared with the past, but it is still a long way from 5,000 fans.
But she had no intention of giving up. Angel said that after that, she will continue to conduct three live broadcasts a week, even if she can't bring goods to promote, she can get a certain exposure and divert the flow of offline institutions she teaches. "There may be some fans who follow me online, and when the epidemic is over, they will come down to the line to take classes."
In the face of this wave, Cathy is also observing the timing of entering the game, her current plan is to test the water live on the B station first, but may not take the form of training, but based on her own better action explanation and knowledge answers. "I also don't like sports or half of the advertising, maybe teaching is special teaching, and bringing goods is special."
Although the "Liu Qihong Girls" are currently crazy for the "cloud personal trainer", there will not be too much time left for fitness bloggers.
Chestnut admits that if conditions permit, she will most likely return to the offline gym after that. "There will be fatigue in practicing with the same anchor for a long time, and the intensity of most of the fitness live broadcasts is more suitable for novices, when "Xiaobai" slowly advances to the equipment stage, with fitness tools and coach guidance, it will be more efficient and more targeted. ”
*At the request of the interviewee, Angel, Chestnut, and Cathy are pseudonyms.