Liu Ruihong's "second Li Jiaqi" behind the explosion of popularity is coming?

In Liu Qihong's live broadcast room, someone was brushing gifts.

Overnight, Liu Ruihong brushed the circle of friends.

In the live fitness broadcast on the evening of April 20, Liu Qihong and his wife once again broke the live broadcast record - the second place in the whole station, the whole venue received more than 230 million likes, 100,000+ people watched the live broadcast, and the gifts such as rockets and carnivals offered by fans continued to brush the screen. According to some netizens, in less than 10 minutes, there were fans in the live broadcast room who brushed 10 carnivals, and one carnival is equivalent to 3,000 yuan.

From "Jay Chou's personal trainer", to "Little Puff Daddy", to now "National Fitness Coach", Liu Qihong is completely on fire, will he become the second Li Jiaqi? How about Liu Qihong's road ahead after the explosion of popularity? What are the new changes in the fitness live circuit that has been ignited by it?

A single live broadcast sucks millions of fans, how hot is Liu Ruihong?

Liu Ruihong's first appearance in the circle originated from the "famous scene" of wearing a down jacket for fitness in the live broadcast room.

In the live broadcast on April 6, Liu Qihong and his wife Wang Wanfei were caught off guard by the system when teaching everyone to jump exercises, on the grounds of "breastfeeding edge ball" - Liu Qihong's developed chest muscles were misjudged by the system, triggering an oolong incident. The next day, Liu Ruihong simply took his wife to teach in a down jacket. As soon as the down jacket teaching jumping exercise incident came out, Liu Qihong quickly appeared on the hot search and completed the first circle breaking spread.

Subsequently, as Jay Chou's fitness personal trainer, Liu Qihong's Materia Medica gymnastics created based on Jay Chou's classic song "Materia Medica" were at the top of the Douyin Challenge list because of their simple and easy to use movements, triggering a new round of imitation boom on the whole network.

In addition to fitness content, the boom in stemming related to Liu Ruihong has also boosted the popularity of its fitness live broadcast. The women who followed Liu Qihong's movement had a unified title - "Liu Qihong Girl", and "Liu Qihong Girl" interacted with Liu in the live broadcast room, asking Coach Liu to "correct homework" The phenomenon immediately triggered several new rounds of "competing to be Liu Qihong girl" and "asking Liu Qihong to correct homework".

Liu Qihong, whose popularity is rising, was also praised by the state media.

Under the unprecedented degree of topic and attention, Liu Qihong has gained more than 10 million fans in 7 days. As of 4 p.m. on April 21, its Douyin fans have exceeded the 25 million mark.

The live broadcast room has become a new place for fitness, how did Liu Qihong trigger the national fitness fever?

"After practicing with Liu Qihong for a week, I lost 4 pounds." Bai Ningning also did not expect that he could lose weight successfully by brushing vibrato with his hands.

After Liu Qihong's live broadcast fitness became popular in April this year, Bai Ningning began to pay attention to Liu Qihong's live broadcast room. Bai Ningning told the shell financial reporter that he decided to lose weight when he was idle at home, and under the recommendation of the blogger, he found Liu Qihong to practice in the live broadcast room.

Moderate-intensity aerobic exercise and simple and easy-to-use movements make the white condensation quickly "get on the head". She feels that brushing vibrato to watch live broadcasts can not only harvest happiness, but also exercise, but also has a certain fat loss effect, in one fell swoop, it is difficult not to let people continue to insist.

Compared with well-known fitness bloggers such as Pamela, Saturday Wild, and Han Xiaosi, Bai Ningning believes that Liu Qihong's training is easier to stick to, and the form of live broadcast and training also makes the interaction between bloggers and trainers stronger - during the live broadcast, Coach Liu will patiently introduce the main points of each action and encourage fans to persevere. In addition, Liu Qihong's label of "Jay Chou's royal fitness trainer" always made Bai Ningning feel that every time he opened the live broadcast, it was equivalent to getting a celebrity personal training experience for free, "very cost-effective".

Bai Ningning believes that Liu Qihong's explosion is inseparable from his accumulation of many years of fitness experience, as well as his excellent professional ability as a star coach, "many people like me just look at the hilarity at the beginning, and then they are really impressed by (Liu Qihong's) professional ability."

Liu Said in an interview with the media that since he was exposed to fitness at the age of 18, his fitness experience has exceeded 30 years. Shell financial reporters checked the data and found that as early as 2004, Liu Ruihong had published the fitness teaching book "The Fitness Book of Qihong", which ranked on the best-seller list of fitness for two consecutive years; in 2015, he published the book "Fitness, You Can Change Your Life". In addition, Liu Ishong is also the head coach of CCTV's "Super Slimming King", Zhejiang Satellite TV's "Come on Good Body", Jiangsu Satellite TV's "Reduce My Life" and other programs; he has also served as a personal fitness coach for Jay Chou, Lin Junjie, Peng Yuyan, Yan Chengxu and other stars. At the beginning of April 2017, Liu Ruihong's first personal fitness live broadcast received 12.99 million views.

Another loyal fan of the live broadcast room, Mao Mao, told the Shell Financial Reporter that as an old fan of Jay Chou, he has always liked Liu Qihong and Vivi (Liu Qihong's wife Wang Wanfei.

Unlike Bai Ningning, Mao Mao's weight loss is not so real, and she admits that she often comes to the live broadcast room mainly because she wants to watch the interaction daily life of Liu Qihong's family. She believes that "the occasional stop to nag and interact, like watching a series, the atmosphere is really good".

Li Jiaqi shouted Liu Qihong in the air, and the head anchor changed the situation?

Before becoming popular, Liu Hadhong tried a variety of different professional identities.

In the field of fitness investment, Liu Lihong is also involved, he has co-opened the "300 Heroes Club" with Jay Chou, and also opened the KH.TRAINING STUDIO high-end personal training center in Shanghai. Relevant information shows that KH. TRAINING STUDIO is owned by Shanghai Canon Health Club Co., Ltd., while Shanghai Canon Fitness Club Co., Ltd. is fully controlled by Liu Ruihong (Ningbo) Sports Culture Co., Ltd. The enterprise investigation shows that He Yisha, chairman and founder of Liansheng New Energy Group, has served as the legal representative of two companies.

With the rise of live streaming, starting in 2018, Liu Qihong began to bring goods with his wife on Taobao live. In December 2021, Liu Ruihong signed a contract with MCN agency Worry-free Media and began to try to live stream with goods, and one of its Douyin identity certifications was "high-quality e-commerce master". From December 2021 to February 2022, Liu And his wife did a total of 9 live broadcasts with goods, and the total GMV did not break through the 10 million mark. And the head of worry-free media is the wolf dog Zheng Jianpeng & Yan Zhen couple with a single GMV of 315 million yuan.

Liu Qihong and his wife, who were tragically hit by "Waterloo" with live streaming, changed their live broadcast ideas and began to broadcast fitness live in February this year, and in April, the live broadcast room was frequently on the hot search. Liu Qihong's fitness live broadcast room has also been supported by many celebrity friends, and after the number of fans in the live broadcast room exceeded 10 million, Zhong Liti and his wife and Ying Cai'er have successively connected with them to wish blessings. And Liu Qihong, who bears the aura of "Jay Chou's fitness personal trainer", was also urged by fans to break 30 million times and Jay Chou live broadcast Lianmai.

Because the live broadcast scene is hot and deeply loved by women, the popular form is similar to Li Jiaqi, and Liu Qihong and Li Jiaqi are also jokingly called the "combination of people and money". In a recent live broadcast with goods, Li Jiaqi also shouted Liu Qihong to help open the bottle cap, so that netizens exclaimed "the combination of people and money" dream linkage, # Li Jiaqi shouted Liu Qihong # Topic once appeared at the top of the Douyin hot list.

Li Jiaqi and Liu Qihong's "fame" experience has many similarities. Before stepping into the live broadcast industry, Li Jiaqi was already a well-known cosmetics counter shopping guide and also the "popular sales king" of the local counter; and Liu Qihong began to contact fitness since the age of 18, published best-selling fitness books as early as 2004, and became a personal trainer of many stars, accumulating a lot of contacts.

Li Jiaqi and Liu Qihong's fans also have a certain overlap, Li Jiaqi's "All Girls" and Liu Qihong's "Liu Qihong Girls" are mainly young women, whether it is the purchase of makeup and skin care products, or fitness and gymnastics, reflecting their pursuit of beauty. In addition, the overlap in live broadcast time also makes the "bond" between the two deeper, and the live broadcast time of Li and Liu is selected after 7 pm, which means that girls or girls have to make a choice between Li Jiaqi and Liu Qihong's live broadcast.

From the perspective of live broadcast form, the model of live streaming with goods has long been a common business model used by stars and Internet celebrities, while Li Jiaqi has firmly sat in the top spot of domestic live broadcasting with goods; while fitness live broadcasting and other experiential live broadcasts have gradually emerged in recent times, and the explosive growth of Liu Qihong's fans has only appeared since April this year.

In fact, since the Tokyo Olympic Games and the Beijing Winter Olympics, Douyin has begun to exert sports content tracks, inviting a large number of athletes to enter Douyin.

Some researchers in the field of short video said that Liu Ruihong's popularity in the live fitness track was out of the circle, and Douyin may be the biggest beneficiary of the platform. Compared with the platforms where young women are more concentrated, such as Xiaohongshu and Station B, fat-reducing and shaping fitness content is not a longboard track of Douyin, and Liu Qihong's explosion may bring new breakthroughs to Douyin on this track. In fact, in the past month, in the Douyin fitness track, there have been a number of anchor fans growing rapidly, such as "Cat Ning Counterattack" to accompany the weight loss to carry out live fitness training, a month rose more than 2 million fans. In the comment area below Liu Qihong's Douyin video, many users also said that they specially downloaded the Douyin App in order to watch Liu Qihong's fitness live broadcast.

In addition to fan tips, Liu Ruihong has not yet carried out commercial changes after the explosion. In Liu Qihong's live broadcast room, for his subsequent business planning, fans mentioned the most "live streaming with goods". So can Liu Qihong become the next Li Jiaqi?

In this regard, some professionals in the field of e-commerce told Shell Financial Reporter that he believes that Liu Qihong's explosion is inseparable from the traffic support of Douyin, which is a phenomenon of "platform god-making". He revealed that at present, many brands around him are waiting to cooperate with Liu Qihong, and an advertising offer of 500,000 yuan is "unable to queue".

The above professionals believe that at present, Liu Qihong is an IP with a voice close to Li Jiaqi, but it will be more difficult to catch up with or match Li Jiaqi in terms of transaction volume. Moreover, Liu Qihong's previous live broadcast data in Worry-free Live and other institutions was general. After this round of heat surge, Liu Ruihong's live streaming data will definitely increase, but there should be a certain distance compared with Li Jiaqi, "just like Luo Yonghao, although it is very hot, but the live streaming volume of goods is not in the same order of magnitude compared with Li Jiaqi."

Beijing News shell financial reporter Li Menghan Editor Yue Caizhou Proofreader Lu Qian