When it comes to the most popular fitness bloggers of the moment, Pamela has to stand on the side.
Every night, millions of "Liu Qihong Girls" will start on time to follow this nearly 50-year-old artist from Taiwan in the live broadcast room to do "disturbing" gymnastics.
"The extra flesh around the waist clicks off, and I want the mermaid line and vest line."
A Song of Jay Chou's Compendium of Materia Medica as a BGM, with the slogan of Liu Qihong and his wife Vivi's magic, mermaid line vest line I want, countless fans have shuttlecock on the head.
Liu Qihong's powder growth rate is a phenomenon. After 50 live fitness broadcasts, on April 20, his number of fans on Douyin reached 18.42 million, and the number of weekly growth exceeded 5 million. After the end of the live broadcast, on the morning of April 21, his Douyin fans have exceeded 24 million, and they have risen by more than 5 million fans in one night.
On Douyin, Liu Qihong was jokingly called Li Jiaqi in the fitness industry by netizens, and the two formed a combination of "seeking wealth and killing lives", one "hurting" everyone's body and one "hurting" everyone's wallet. On April 19, Li Jiaqi also performed a drama in the live broadcast room that "the bottle cannot be opened and needs to be opened by teacher Liu Qihong", and successfully realized a dream linkage.
To figure out why he stood out from countless fitness bloggers, I opened his live room at 19:30 on Wednesday night and decided to dance with him for 90 minutes.
After jumping the shuttlecock,
I'm ruined
In addition to Liu Qihong and Vivi, the mother-in-law in her 60s also appeared in the live broadcast room this night, dancing with everyone. This is indeed in line with the slogan he has been shouting in the live broadcast room: whether it is an elder or a child, the whole family can participate in this fitness together.
The fitness actions in Liu Qihong's live broadcast room are not complicated, taking the most classic "shuttlecock exercise" as an example, as long as you carefully follow him to do a few beats, you can basically grasp the essentials of action. The first few sets of actions, I can easily keep up with the usual exercises, and the intensity seems to be inferior to the "human AI" Pamela video. After all, under Sister Pa, I never insisted on more than 20 minutes.
Compared with most bloggers who are expressionless during fitness, Liu Qihong danced with joy as if he had danced a square dance. While dancing passionately and shouting slogans, it is really difficult for the audience not to be infected by his enthusiasm.
By about 30 minutes, the number of people online in the live room exceeded 2.9 million. The continuous exercise made me feel a little tired, and Liu's mother-in-law also said in the video that she was a bit unable to hold on.
Just when I thought there would be a period of rest, Liu Lihong announced in the live broadcast room that today's warm-up was over and the movement was about to officially begin. While I wanted to cry without tears, I did not forget to look at the bullet screen, and everyone was as surprised as I was: after doing it for so long, it had not officially started?
After 60 minutes, my legs were as heavy as lead. But listening to Liu Andvi's passionate slogans, I was embarrassed to stop, as if lifting my legs less was disrespectful to them. My expression at this time is like Vivi in the live broadcast, and I have to wear a "pain mask" every time I make an action.
Vivi wearing a "mask of pain"
After the second half of the laziness and paddling, the long 90 minutes finally passed, and when I heard Vivi say, "Congratulations on completing today's exercise," I lay back on the bed with relief, and I didn't even have the strength to continue stretching with them.
After this night, I understood why everyone who danced with Liu For 90 minutes never wanted to hear Jay Chou's "Compendium of Materia Medica" again. The fear of being dominated by shuttlecock is understood by people who have practiced with Liu Qihong.
Why can Liu Qihong become popular?
A few weeks ago, the name Liu Washong corresponded to a vaguely faced Taiwanese star. The biggest labels on him are "Jay Chou's friend" and "little puff daddy".
After practicing for 90 minutes, my body was exhausted, but I finally understood why so many people would "go up" to Liu Ruihong's fitness live broadcast.
Strong sense of interaction: Vivi used "loving, funny and healthy" at the beginning to describe Liu's live broadcast room. Unlike Pamela, who is known as "human AI", in addition to taking everyone to do actions together, Liu Ruihong and Vivi will always chat and joke with everyone during the live broadcast.
Taking the live broadcast on Wednesday night as an example, in the interval between warm-up activities, Vivi quipped that she hoped to be able to kiss her mother in the live broadcast room. The phrase "fans who are interesting to their mothers can call 1 in the bullet screen" not only adjusted the atmosphere of the live broadcast, but also made many fans temporarily forget the fatigue of the body.
Liu Qihong and Vivi will also show affection from time to time
Affinity: Unlike the celebrity live broadcast that everyone imagines, Liu Qihong in Douyin is very grounded. Not only is every sentence making a stem, but it will also personally "correct" the homework video taken by netizens and point out the problems that may occur in each action. Vivi's addition also made the live broadcast more grounded, seeing her painful expression, many fans sighed in the bullet screen, "His wife exercises and paddles like me".
Professionalism: As a well-known fitness master in the entertainment industry, Liu Qihong has not only published the fitness book "Fitness Changes Life", but also has many successful cases. Previously, in the variety show "Super Weight Loss King", he also helped a 272-pound guest successfully lose 109 pounds. In the live broadcast, Liu Ruihong will also introduce the essentials of each action very carefully, and even answer basic questions such as "where it is easy to force the wrong place" and "breathing with the mouth will lack oxygen".
Dramatic accidents: The frequent accidents in the live broadcast also added a fire to Liu's popularity. In order to let fans see the muscle dynamics during fitness, Liu Qihong wore a white tight vest to broadcast live one day, and as a result, because of the exposed armpit hair, he was warned by the robot as "unsightly"; after shaving the armpit hair, Liu Qihong's 38D chest attracted the attention of the robot, resulting in a brief ban in the live broadcast room. The next day, Liu Qihong and Vivi directly put on the down jacket to broadcast live, which also made the audience cry and laugh.
· The fitness effect is obvious: Tired, most of the netizens who insisted on it said that Liu Qihong's fitness live broadcast effect was very obvious. Some people posted data, followed by 90 minutes of exercise, can consume more than 400 calories; others after doing it to weigh, found that they lost four pounds. I have to say that when the summer is coming, such an effective weight loss method is still very tempting Ha.
A not surprising hit
As early as 2018, Liu Qihong has already settled in Douyin. In 2021, he began to conduct occasional fitness-related live broadcasts, and the style was not much different from now.
The outbreak of the epidemic across the country has forced many people to stay at home this spring, and online fitness has become a just need, which is an important reason why Liu Qihong can become popular in April. But in the final analysis, Liu's popularity is not an accident, but still the result of the joint operation of the Douyin platform and the brokerage company.
At the end of last year, Liu Lihong signed with MCN's Worry-free Media, when his fan base was around 1.35 million. The most successful model of Worry-free Media Company is "husband and wife with goods", with this advantage, they successfully won the "big wolf dog Zheng Jianpeng & Yan Zhen couple", the head anchor of Douyin. Worry-free media is currently the largest MCN of Douyin short video, and there has always been such an evaluation as "thousands of Douyin Internet celebrities, half of which are worry-free media".
When Liu Ruihong first entered Douyin, the route planned for him by Worry-free Media was to copy the "husband and wife with goods" model of the big wolf dog couple. The effect of Liu Qihong and Vivi live streaming is not good. According to feigua data statistics, from December 19 last year to February 17 this year, Liu Qihong and his wife broadcast a total of 9 times. The number of people online in the live broadcast room is several thousand, and the sales of goods are only 7.236 million, and the average sales of a single session have been maintained at about 500,000.
The life and daily life of the two on Douyin are not special, and each one can only receive a few thousand likes, which is far from the head anchor.
It wasn't until the team created a unique personality for Liu and Vivi that their live broadcast room began to improve. In most live broadcasts, Liu Ishong is a strict and energetic fitness instructor who will remind his wife not to paddle and be lazy while jumping. Vivi's image is more like that of most of the audience in the live broadcast room: she wants to lose weight, but she doesn't like fitness very much, so she often shows a painful expression when doing some movements.
The stark contrast and intimate interaction between the two also allowed the relevant short videos to be widely disseminated on social media, quickly opening up the popularity of Liu Qihong's live broadcast room.
The traffic support of vibrato is another big reason. Similar to the "Classmate Zhang" on the Sannong Circuit, Liu Qihong is the head anchor that Douyin hopes to focus on on the fitness track. At the end of last year, the "Douyin Sports and Fitness Report" released by Douyin showed that as of December 7, 2021, there were more than 60,000 sports and fitness creators with more than 10,000 fans, and the live broadcast revenue of fitness anchors in 2021 increased by 141% year-on-year.
Now as long as you open Douyin, whether you have ever watched Liu Qihong's live broadcast, you can frequently see his name on the hot search list: Liu Qihong rose to 10 million fans in 7 days, Liu Qihong's boy was also blown out, how rigorous Liu Qihong was, Liu Qihong personally corrected his homework...
Liu Is not the only fitness anchor who has eaten the platform dividend. "Cat Ning Counterattack" has risen by 2.06 million fans in the past 30 days; "Qiyue Body Aerobic Exercise" has only 1.56 million fans, but more than half of them have risen in the last month. In order to continue to develop the fitness track, Douyin has invited another fitness top Pamela to settle in on April 12, and has gained more than one million fans in a few days.
The end of the fitness livestream,
Still with the goods?
Since 2020, "cloud fitness" has become a trend, and more and more fitness bloggers have caught this outlet.
"Moon Shape Aerobic Exercise" focuses on women over the age of 40, with a clear target group and high fan stickiness. "Cat Ning Counterattack" adopts the "immersive weight loss method": the blogger himself first gained weight to 150 pounds, and then took the fans to exercise and slim down together, so as to strengthen the fans' determination to lose weight. "Yoga Teacher JJ" focuses on yoga teaching, and more than 80% of the fans are women.
Overall, "live streaming with goods" is still the first choice for fitness anchors to monetize. According to the statistics of Xinjiao data, after the "Yoga Teacher JJ" opened the Douyin small shop, it brought goods of 18.5177 million yuan in the past 30 days, and the goods covered food and beverages, clothing, shoes and hats, home life and other categories.
"Cat Ning Counterattack" also embarked on the road of carrying goods, and the products are mostly fitness-related categories: sports and fitness shoes, equipment and food and beverages suitable for fitness.
After the fitness live broadcast became popular, Liu Qihong tried to carry out the live broadcast with goods again, but the results were not ideal. In the March 9 livestream, he recommended two fitness-related drinks, but the final sales were less than 300,000 yuan.
After the explosion of popularity, Zhang publicly stated that he did not consider bringing goods, and the current monetization method is mainly to implant advertisements in the video. Whether Liu Qihong, who relies on "only jumping exercises and not bringing goods" to suck up good feelings, will return to the old road of carrying goods is probably the next question that he and the team need to think about.
Resources:
Interface News: There are so many fitness bloggers, why is Liu Qihong suddenly out of the circle?
Box Lunch Finance: Liu Ruihong is the drill bit of Douyin
Edit: Echo
Some of the image sources come from Visual China
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