During the period of home isolation in Shanghai, with the self-created "Compendium of Materia Medica" version of shuttlecock exercises, 50-year-old Liu Qihong transformed from a Taiwanese star artist into a "phenomenon-level" anchor of Douyin. He not only brushed the screen in Weibo hot search and WeChat circle of friends, douyin fans also increased by 29.21 million in just 7 days, and the total number of fans exceeded 36 million, and this number continues to rise.
In fact, Liu Qihong first began to bring goods with his wife and partner on Taobao live broadcast in 2018, and turned to Douyin e-commerce at the end of last year, selling milk powder, meal packs, and toys. However, from December 2021 to February 2022, Liu Qihong and his wife did a total of 9 live broadcasts with goods, and the total transaction amount did not exceed the 10 million mark.
On February 18 this year, Liu Qihong finally gave up carrying goods and began to dance with fans on live broadcasts. "This is not unrelated to the strategy of Liu Qihong's MCN company Worry-free Media is trying to live broadcast the knowledge live track other than live streaming goods." Some insiders revealed to the Nandu reporter.
Nandu reporter learned that as an emerging category, the proportion of knowledge live broadcasting in the entire live broadcast industry is not high, but the growth rate is very fast. In addition to Bilibili, Kuaishou and Douyin are also looking for new increments in the rapid layout of this track, and some platforms that have not caught up with the boom of live streaming such as Baidu and Sohu have also begun to cut into the track to try to get a piece of the pie.
Liu Qihong and his wife are broadcasting fitness live.
Seven days to create Liu Ruihong "phenomenon-level anchor"
On April 21, the reporter of Nanduwan Finance Agency watched a complete Liu Qihong "Cloud Fitness", and in the two hours of live broadcast that night, the number of online viewers reached 52.567 million. As of the deadline of 9 p.m. on April 22, its Douyin fans had exceeded 36 million, and this number continues to climb.
As of the deadline of 9 p.m. on April 22, Liu Had a number of Douyin fans.
Just 22 days ago, on April 1, he had only 3.31 million followers. According to the data of Cicada Mother, Liu Qihong's live broadcast fitness in the past 30 days, the number of viewers has exceeded 100 million, and the number of single live broadcast views has reached 44.767 million, setting the latest record for douyin live broadcast in 2022; live broadcast has also driven the growth of short videos, Liu Lihong's short video playback volume in the past 30 days is 420 million.
Before finding a new traffic password, Liu Lihong first began to bring goods on Taobao live with his wife in 2018. In December 2021, Liu Qihong signed a contract with mcn agency Worry-free Media, founded in 2016, Wuxuan Media is known as one of the top ten MCNs in China, and has been active in platforms such as Douyin and Weibo, which has redundant and Mao Maojie, the big wolf dog Zheng Jianpeng & Yan Zhen and his wife, Liu Siyao, Wen Genie and other head live short video celebrities.
Initially, Liu Qihong tried to bring goods on Douyin live, but Feigua data shows that from December 19 last year to February 17 this year, Liu Qihong and his wife did a total of 9 live broadcasts with goods, and the sales of goods were only 7.236 million yuan, far lower than the data of other stars such as Jia Nailiang, and the number of fans also hovered at 1.35 million.
In the past, after celebrities and celebrities settled in Douyin, if they wanted to quickly monetize, they basically tried to live stream goods, but "the effect of celebrities with goods is not stable, and they are also facing the risk of setting up 'collapsed houses'." The industry insider said.
On February 18 this year, Liu Qihong finally gave up carrying goods and began to switch to live fitness. According to the huge star map data, in the past month, Liu Lihong released 20 short video works, with an average of 454,000 likes, 33,000 comments, and an average of 57,000 forwards. As recently as April 1, Liu's followers were only 3.31 million; on April 14, his fans doubled to 7.254 million. On April 21, the figure quickly exploded to 31.891 million, and exceeded 36 million on April 22. From April 14 to April 22, the 7-day increase in powder was 29.21 million, which is equivalent to an average daily increase of more than 4 million fans.
Giant star chart
Although there is no live streaming with goods, Liu's rapid popularity has also increased its commercial value. According to the giant star map platform, Liu's current offer for content communication talents (that is, talents producing commercial video content and promoting dissemination) is 150,000 yuan (21 to 60 seconds for videos), and the expected playback of videos is 10.23 million. In the field of fitness, Liu's offer can be described as the highest level.
Giant star chart
The pan-knowledge live broadcast track has suddenly risen
"Liu's transformation is not unrelated to the strategy of Worry-free Media is trying to live broadcast the knowledge live track other than live streaming." Some insiders revealed to Nandu reporters that Lei Binyi, founder and CEO of Worry-free Media, recently said in the circle of friends that there are more and more fitness, outdoor, and knowledge live broadcasts on Douyin, and Worry-free Media has newly established a knowledge service division this year.
It is reported that as an emerging category, the proportion of knowledge live broadcasting in the entire live broadcast industry is not high, but the growth rate is very fast. In addition to Bilibili, Kuaishou and Douyin are also rapidly laying out in this track to find new increments, and some platforms that have not caught up with the boom in live streaming such as Baidu and Sohu have also begun to cut in and try to get a piece of the pie.
The "2021 Douyin Pan-Knowledge Content Data Report" shows that the pan-knowledge content on Douyin has grown rapidly in the past year, with the annual increase in playback volume by 74%, becoming one of the most popular content among users. The number of pan-knowledge content plays has accounted for 20% of the total number of broadcasts on the platform.
Another platform for rapid growth of knowledge content is Station B. At the main ceremony of B station 2021 top 100 UP, Li Yi, vice chairman and COO of B station, introduced that in 2021, the total playback of pan-knowledge content in station B will reach 45%, and 190 million users will watch pan-knowledge videos on station B, which is equivalent to 5 times the number of college students in China.
From the perspective of subdivided content preferences, the content needs of pan-knowledge users often show a coexistence of usefulness, promotion and sense of interest, such as language learning, public examination law examination, office software skills, fitness yoga, etc., which makes the pan-knowledge content of major platforms tilt towards workplace promotion and lifelong learning. Among them, the number of Douyin sports and fitness videos increased by 134% year-on-year in 2021, and the number of creators increased by 39% year-on-year; fitness anchors increased by 208% year-on-year, and live broadcast revenue increased by 141% year-on-year.
Li Yi believes that in the past, all knowledge was recorded in books, and in the future, all knowledge can be transmitted again through video, and the efficiency of transmitting knowledge is higher.
Some industry analysts believe that compared with the platforms where young women are more concentrated, such as Xiaohongshu and Station B, fat-reducing and shaping fitness content is not the longboard track of Douyin, and Liu Qihong's explosion may bring new breakthroughs to Douyin on the track. In addition, in addition to the Douyin platform, the live broadcast of fitness knowledge on various platforms may also have a big opportunity to increase fans and advance with the "Liu Qihong phenomenon".
Written by: Wang Chenchen, reporter of Nandu Bay Finance Agency
Planning coordinator: Tian Aili