Text/Forbes China
Recently, Liu Qihong and his wife Wang Wanfei, who were isolated at home in Shanghai, opened a five-day live broadcast of fat burning gymnastics that became popular.
According to xindun statistics, Liu Qihong's Douyin account ranked first in the entertainment daily list, with 11.24 million fans in the past 7 days and a cumulative number of viewers exceeding 50 million, and netizens brushed the screen to call Liu Ruihong for "online batch homework".
01. The birth of a new IP in the field of fitness
The peak season for weight loss and fitness is coming, and when the epidemic has led to home isolation and offline fitness has been blocked, people's demand for home fitness has soared. The emergence of Liu Genghong's fitness live broadcast is just in time.
Before Liu Ruihong became a highly sought after phenomenon-level fitness blogger, the public's impression of him was still stuck on "Jay Chou's friend" and "child star Little Puff's father". However, as a well-known fitness expert in the entertainment industry, the professionalism of Liu Qihong's fitness has also been recognized by netizens. He designed the aerobic fat burning exercises with moderate rhythm and focus on improving body shape, suitable for beginner gymgoers.
Liu Qihong's exit from the circle stemmed from the three times that the live broadcast was "mistakenly blocked". One of them, Liu Qihong was wrongly judged by the system to wear illegally in the fitness live broadcast, Liu Qihong and his wife had to wear down jackets to live jump exercises, and the reading volume of related hot searches rushed to 200 million.
Liu Also turned his friend Jay Chou's song "Compendium of Materia Medica" into a "fitness BGM" in the live broadcast room, and choreographed a set of fat-burning shuttlecock exercises suitable for men and women of all ages. In the dynamic music rhythm, Liu Qihong danced while explaining the power point of the action, using funny passages to cheer up the practitioners, and the atmosphere in the live broadcast room was quite infectious, bringing netizens a new experience of "star personal trainers at home".
In the past 7 days, Liu Lihong has conducted 4 live broadcasts, and the average number of online people per game has peaked at 2.0366 million.
02. The traffic password for the inner coil track out of the circle
With the increase in the public's demand for fitness exercises, "cloud fitness" that is not limited by venues and time has gradually become a new trend.
According to the report released by the "Douyin Sports and Fitness Report", as of 2021, the live broadcast revenue of fitness anchors in 2021 increased by 141% year-on-year, and the increase in fans increased by 208% year-on-year.
This box Liu Qihong is live broadcasting jump exercises, that box "fitness queen" Pamela officially entered the vibrato, 3 days rose nearly one million fans. On the inner-rolled fitness track, it is getting more and more difficult to get out of the circle.
In order to make the fitness IP usher in a frenzied wave of fans, content innovation is crucial. Whether it is the fitness bloggers such as Saturday Wild and Pamela who were popular on platforms such as B Station earlier, or the many fitness bloggers who are popular at the moment, each fitness IP has its own set of "fitness style" business cards.
First, the action choreography is easy to learn, and the training time is suitable. Earlier, Pamela fitness videos were favored because their follow-up course action choreography was very suitable for beginners, and the fitness time of each video was controlled at about 10-15 minutes. Pamela's training videos are not rested, each movement is about 30 seconds, and beginners can concentrate on following the exercises. Netizens also gave her titles such as "Devil Pamela" and "Humanoid AI". Therefore, a more recognizable fitness IP will inevitably attract more traffic favor.
Second, choose pop music as background music. Liu Ruihong chose his friend Jay Chou's "Compendium of Materia Medica", Pamela chose the European and American pop music that young people liked, etc., and even chose the classic songs of European and American Christmas in the Christmas special, I believe that when encountering popular music as a fitness BGM, coupled with action card point arrangement, the public will unconsciously enhance the interest in the fitness IP and actively integrate into the atmosphere of fitness.
Third, seize women as the main group of fitness live broadcast rooms. Behind the popularity of the sports and fitness track, the female population has become the main body of growth. Relevant reports show that most of the female users of representative fitness APPS in China account for more than 60%; and on the live broadcast platform, more than half of the creators of fitness video content are women.
The happy and friendly atmosphere in Liu Qihong's fitness live broadcast room is one of the signs that attract fans. Every time the live broadcast, Wang Wanfei, who is already a mother of 3 children, followed Liu Genghong to dance together, on the one hand, showing a good image of the couple's love, on the other hand, she also proved to the fans with actions that "as long as you are willing to move, everyone can jump with you.".
According to statistics from Xinjiao data, female fans in Liu Qihong's live broadcast room accounted for 78.45%, and fans aged 31-40 accounted for 59.12%. Due to the increasing demand for fitness shaping in women's groups, on major online platforms, the endless "Pamela Girls" and "Liu Qihong Girls" are also constantly leading the new trend of the fitness track.
03. Without accumulating steps, there is no way to monetize
In recent years, on platforms such as Station B and Douyin, fitness bloggers have emerged in an endless stream. They are eager to accumulate popularity and fans in the live broadcast, and get a share of the 100 billion fitness market by tipping, cashing in with goods or building their own sports brand.
Fitness blogger Pamela promotes the sports brand PUMA
In December 2021, Liu Qihong signed a contract with MCN agency Worry-free Media, and initially still took the regular route of celebrities with goods, but the GMV data of 9 live broadcasts with goods was lackluster.
Until February 18 this year, Liu Ruihong found the right route and began to live fitness, and the fan data was gratifying. Since April, Liu Qihong's jumping exercise live broadcast has been hotly searched and successfully out of the circle. On April 19 alone, Liu Ruihong's Douyin had 5.55 million new fans.
Bringing goods is the main way to monetize the Douyin account, but Liu Qihong's monetization of this fitness live broadcast is quite restrained - pure jumping exercises, no goods, and its Douyin live broadcast sales in the past 30 days are 0.
This seems to give other fitness IP a sample - if you want to get a place in live broadcasting, you don't have to bring goods, do good content, focus on content innovation, and also attract more attention.
However, the present of "only jumping and not bringing goods" does not mean that there is no future of "cashing in with goods". For most fitness streamers, the ultimate goal is still monetization.
At present, most live fitness bloggers have means of traffic monetization such as live streaming with goods, brand promotion and building their own brands, the most common of which are joint fitness clothing and promotion of sports equipment.
For example, foreign blogger Pamela has reached cooperation with PUMA, Hunkem ller and other brands with her own influence, and has also created her own healthy diet brand and personal app PAM.
Domestically, Saturday Wild and domestic underwear brand NEIWAI launched a cooperation model inside and outside, and launched a new personal sports brand "She is the spark SHE IS A SPARK". But in fact, the domestic fitness IP monetization ability is not strong compared to other tracks, and only head fitness KOLs have the opportunity to succeed through opportunities.
Overall, the hot wave of fitness IP is mainly due to the soaring demand for epidemic home sports, but more lies in the interesting integration of fitness methods, which can eliminate the pain points of fitness difficulties, and focus on the market segments of the fitness track to find people with such fitness needs, giving them a sense of companionship and joy.
Under the boom of live streaming with goods, the fitness live broadcast room of "not seeking monetization" seems to be able to impress netizens and attract more traffic. In the future, how to realize the realization of fitness IP on various platforms is still a road that needs to be continuously explored.