Strangely, after becoming popular, Liu Qihong did not take live orders with goods.
Reporter | Han Xiyan Zhang Xuan Luo Chongyang
Edit | Yo yo
Liu Qihong, who has been ridiculed by the fan base for Jay Chou's traffic, finally tasted the taste of popularity through his own efforts at the age of 50.
Transformed into a fitness anchor, he only took 30 days, the cumulative number of live broadcast viewers exceeded 100 million, the highest single live broadcast has reached 44.767 million, the highest playback of a single video exceeded 58.413 million, and the highest single day rose to more than 5 million fans... The whole network has been swept away by the "Liu Qihong Girl", and the media has even compared him with the popularity model of Li Jiaqi, the "live broadcast brother" of the year, and some think that he will become the next phenomenon-level anchor.
In fact, Liu Qihong's popularity must have some elements of luck and accidents, but the MCN worry-free media and douyin platform behind it undoubtedly played a key role.
According to Pencil Road to the industry, worry-free media last year revenue of more than 1 billion, net profit of hundreds of millions of dollars, the main proportion from live streaming with goods. However, after Liu Ruihong became popular this time, he temporarily did not accept the commercial order of live streaming with goods, but made money through advertising and live broadcast tips.
From the beginning of the epidemic in 2020 to the present, celebrity live broadcasting has experienced a process from peak to trough, and celebrities of all sizes have walked into the live broadcast room to start eating, and there are many rollover incidents. Just recently, the live broadcast platform and the star MCN have not eased up from the shock of "Jia Nailiang's live broadcast behind the MCN loss" some time ago.
For MCN, is celebrity live streaming still a lucrative business? How can MCN do a good job of celebrity live broadcasting?
- 01 -
"Liu Qihong Girl" brushed the screen
In 30 days, the cumulative number of viewers of live broadcasts exceeded 100 million, the highest single live broadcast reached 44.767 million, the highest number of single videos played exceeded 58.413 million, and the highest single-day increase in fans reached more than 5 million...
No one expected that the best data for the vibrato live broadcast in 2022 would be a 50-year-old male star who was full of muscle lines - Liu Qihong.
Recently, Liu Qihong's "cloud fitness" is on fire. As of press time, the number of fans on the Douyin platform has exceeded 27 million. Compared with more than a month ago, it has risen by more than 20 million fans. "Liu Qihong Fitness", "Liu Qihong Live", "Liu Qihong Girl" and other related terms are also all hung on the hot search, and the popularity only increases.
During the epidemic, "cloud fitness" including is not a new thing. But Liu Qihong's out of the circle is indeed because of the "blocked incident" between the three live broadcasts.
The first two times were sealed, because Liu Ruihong was "too good in stature" and "dressed too tightly", Douyin has twice banned Liu Qihong's live broadcast room with violations, and then Liu Qihong and his wife simply put on a down jacket to live jump ship. This humorous approach not only defuses the embarrassment, but also arouses the national topic.
The third time he was banned, it was Liu Qihong who talked about his sick friend Jay Chou in the live broadcast, and wished him good health. Liu Qihong's blessing caused fans to brush the screen, and Douyin once again banned Liu Qihong's live broadcast room with the live broadcast room involving medical health.
These three "blocked incidents" that make people cry and laugh are all on Weibo's hot search. This was also the beginning of Liu Qihong's blessing in disguise. This wave of hot searches has attracted many melon-eating masses, and many celebrity couples have also followed Liu Qihong and his wife to punch in the fitness, bringing more heat to Liu Qihong's live broadcast room.
But so many fitness video numbers have not brought online fitness to the fire, what is the magic of Liu Qihong?
A "Liu Qihong girl" confessed to the pencil, "It is really sweaty to practice with Liu Qihong, super tired, after he warms up, I am already not good." Especially practicing the Compendium of Materia Medica, the first time I heard Jay Chou want it to end quickly. But I was also very happy, I was bored to play alone, and I couldn't hold on for long, but I was very happy to practice with him. The extra flesh around the waist clicks off, and I want the mermaid line vest line. What a head! ”
In addition to fitness, Liu Ruihong brings more to netizens is actually a good mood. Let netizens temporarily forget the fatigue of the body when they are exhausted. In addition, Liu Ruihong will also privately "correct" the homework of netizens and point out the problems that have arisen in the netizen movement. The addition of Liu Qihong's wife Vivi has also made the live broadcast room more grounded, and many fans sighed in the bullet screen, "Vivi paddling looks like I myself." ”
After bidding farewell to the "small transparent" identity and becoming the new top stream, Liu Qihong's commercial value is also rising. "Since the fire, Liu Ruihong's business cooperation quotations have been one by one a day." According to the Times Weekly reported on April 20, a business source from a head advertising company revealed that there are now brands that want to be exposed in a 60-second short video of Liu Qihong, and the price is 500,000 yuan. "That's still the number of bargains."
When Pencil Dao consulted the head of business of his live broadcasting company about Liu Genghong's live broadcast quotation, the other party sighed, "Why do so many people ask him?" However, the other party did not directly give the price of the goods, but recommended the live broadcast schedule and price of another star anchor. There are rumors in the industry in the past few days that because the fans are too fast during this time and it is difficult to price, Liu Ruihong temporarily does not accept the commercial orders of live streaming with goods.
"Of course, he is not willing to take the order of live streaming with goods, in the case of the long-term impact of the epidemic on the e-commerce supply chain and logistics, through short video advertising implantation and live broadcast tip monetization, it is obviously easier to make money, and it is more in line with the personality of the star." An industry insider told Pencil Road.
- 02 -
The "behind-the-scenes driver" who became popular
"Why did Liu Qihong suddenly burst into flames?" On the morning of April 21, this topic topped weibo hot search.
From the perspective of VCs, his popularity is naturally the result of "personnel time", but in this process, there are still some other factors to help, such as mcN behind him - worry-free media.
Founded in 2016 by Lei Binyi, Wuyou Media has been engaged in the video industry for nearly 20 years and has rich experience in the video and entertainment industry.
Today's worry-free media has become the head of the vibrato MCN institutions, is also one of the largest MCN institutions, just more than 2,000 employees, the number of signed anchors is more, according to relevant data, worry-free media under the signed anchors more than 80,000 people, in addition to Liu Qihong, there are also big wolf dog Zheng Jianpeng & Yan Zhen couple, redundant and Mao Maojie, Spicy Dezi, Zhang Xinyao, Liu Siyao nice, Wen Genie and other tens of millions of pink people nearly 20.
"There are thousands of Internet celebrities in Douyin, and half of them are worry-free media." This passage is probably a portrayal of the status of worry-free media in the Douyin jianghu.
On the live broadcast, Liu Qihong has actually not gone well. He has been stationed in Douyin as early as 2018, but at that time, the video content was mainly based on daily life clips, which seemed a bit mediocre among a group of bloggers. From March to July last year, Liu Ruihong used to live stream goods on the Taobao live broadcast platform "Diantao". However, from the perspective of playback data, it is obviously not ideal, and the maximum number of views in a single scene is only more than 200,000. In September last year, Liu Also landed in Luo Yonghao's live broadcast room to bring goods with the "Make a Friend" team, but it did not attract much attention.
The first turning point occurred in December last year, when Liu Qihong signed a contract with Worry-Free Media. According to interface news, at first, Worry-free Media helped Liu Qihong plan to first copy the company's most successful "husband and wife with goods" model, but the effect was not satisfactory.
According to the live e-commerce data analysis platform "Feigua Data", from December 19 last year to February 17 this year, Liu Qihong and his wife did a total of 9 live broadcasts with goods, but the sales of goods were only 7.236 million, lower than the data of other stars such as Jia Nailiang, and the number of fans also hovered at 1.35 million.
The second turning point occurred in February, when he became a fitness blogger. After that, Liu Qihong and Worry-free Media gradually mastered the traffic password and became the head IP in one fell swoop.
In the process of Liu Qihong's popularity, Worry-free Media can indeed be regarded as "dedicated". Wang Hui (pseudonym), a peer close to Worry-free Media, told Pencil, "Liu Qihong's popularity must have an element of luck, but it is still a good operation of Worry-free Media, and after being injured by the three bans on Douyin, the team seized the opportunity to start a media marketing campaign, which really made Liu Qihong completely out of the circle." ”
Opening the circle of friends of Lei Binyi, the founder of Worry-free Media, Pencil Dao found that he had sent 40 pieces of content in the past month, and half of the content was related to Liu Qihong, and his pride was beyond words.
"The most important thing is to work hard, including Liu Qihong and Worry-free Media, from Taobao live broadcast, to Douyin with goods, to Douyin live broadcast, both sides have not given up." Wang Hui said.
This is also in line with Lei Binyi's previous emphasis on the view that the relationship between artists and the company is not a relationship of "control" attributes, not a paper contract relationship, but a real lead to continuous progress. "In the process of getting along with celebrities, Worry-free plays more of a role as a service provider."
As for why he can create a head red, Lei Binyi has shared several experiences in an interview with the media before, including: first, each head red is very special, and it can really become a super head, which has some talent or expertise; second, the core of building a red person without worry is people-oriented.
In addition to worry-free media, the platform side has also added a fire to Liu Ruihong. Some media said that liu qihong's related hot words, including those seen on the douyin hot list, are actually inseparable from the planning and promotion of douyin. After all, the last time there was such a high degree of popularity in Douyin, it was Luo Yonghao. And the latter is now beginning to fade out of the live broadcast, and Douyin urgently needs to find the next "Douyin Brother." ”
- 03 -
Stars gulp down meat, mcn willing to drink soup
There are not a few stars like Liu Qihong who are active in the live broadcast room.
Since the epidemic in 2020, the film and television industry has entered a cold winter period, and more stars have begun to use live broadcasting to continue or amplify their heat and influence in the market than to "cut their feet at home" without notice. Jia Luo, vice president of Alibaba Group, once revealed in an interview that they have specifically counted that in 2020, 99.5% of the stars in China's entertainment industry have walked into the live broadcast room.
After moving from the big screen of the film and television drama to the small screen of the live broadcast room, the stars walked off the altar and created a myth of wealth creation. Actor Liu Tao, alias "Liu Yidao", handed over 148 million sales in the Taobao live broadcast debut; actor Chen He started the live broadcast in Douyin, and the debut show 4 hours with 80 million goods; actor Zhang Yuqi signed a contract to become a Kuaishou e-commerce spokesperson, cooperating with Simba to bring goods for 223 million yuan; Jia Nailiang, as the co-manager of Suning Live, broadcast live on Douyin, two months after the launch, the single sales broke 240 million yuan.
As a typical industry that is good at relying on influence to eat, after celebrities entered the live streaming industry, they also evolved some of the gameplay of the film and television industry into the rules of the live broadcasting industry. Qian Feng (pseudonym), the head of a live broadcasting agency, introduced to the pencil road, "For example, the pit fee, the title of the live broadcast room, these games have become popular from the star live broadcast room." ”
However, after more than a year of development and market testing, the industry is also forming a consensus that not all stars are suitable for live streaming. After the child star-born Shu Chang entered the bureau live with goods, he was repeatedly questioned, like the "large-scale three-no-product pyramid scheme scene"; Pan Changjiang was also repeatedly accused of selling wine with false propaganda, and was complained by netizens that "the late festival is not guaranteed"; the host Li Xiang live-streamed selling a brand of mink wool coats, and the pit fee for 5 minutes was as high as 800,000 yuan, and none of them were sold; Chen Xiaochun live-streamed goods, three live broadcast contracts worth 510,000 yuan, but finally only sold 5,000 yuan...
Although celebrity live broadcasts continue to roll over, there are still institutions willing to sign heavy money to cooperate with celebrities, even if it is just to lose money and make money. "After signing a star anchor, you can empower many things in the follow-up, a star does not make money does not mean that other stars do not make money, as long as you can use a little cost to cooperate with the star, the institution is also willing." Qian Feng said.
For example, the behind-the-scenes promoter behind Jia Nailiang is an MCN agency called Yaowang Network, which has more than ten signed artists such as Wang Zulan, Cecilia Cheung, Zhang Yuxi, Wang Yaoqing, Xiong Ziqi, Lu Xingyu, Ying'er, Du Ruoxi, Cao Xiwen, and more than 50 incubated short video masters such as Grand Duke Yu and Naiti Guli. Public data shows that in 2021, the annual order volume of The Remote Vision Network exceeded 100 million, and the sales of GMV exceeded 10 billion, but the net profit is estimated to be only 0.7-120 million yuan.
Behind the disparity in data is the proportion of the share. According to remote look insiders, the ratio of Jia Nailiang and Yaowang is eight or two, Jia Nailiang is eight, and Yaowang is two. "This is also a relatively common share ratio in the industry. Both in terms of sales and profits, it's normal. Because after all, for the operating company, the cost it pays is not very high. It is nothing more than the site or the operation team, and the operation team does not spend much money, at least this cost can be earned back. ”
However, for MCN institutions, as the star live streaming industry gradually moves to the deep water area, the ability and voluntary requirements for institutions are also getting higher and higher. Qian Feng said, "Not all MCN institutions have star resources, and having resources does not mean that they can operate well." In addition to considering the comprehensive operation ability of the team, the requirements for all parties such as investment attraction ability and supply chain ability are very high. ”
For the star MCN, it may also recreate the "next Liu Qihong" and "the next Jia Nailiang", but how to make money needs to rely on its own strength.