These days, I click into Douyin, Weibo, WeChat, and the whole network is Liu Qihong and his fat-burning shuttlecock exercise.
In the vibrato live broadcast room called on the whole people to jump exercises, the epidemic has been sealed and controlled, people who are locked up at home also want to do "Liu Qihong Girl", some netizens Liu Qihong directly shouted Liu Qihong under the topic, "The whole community is the "Compendium of Materia Medica", there is no place to hide."
In the live broadcast room of Douyin, the man with his wife wearing a back heartbeat exercise, how did it become popular overnight, and the whole network was him?
Previously, as an actor and singer, Liu Ruihong has been tepid. It wasn't until he participated in "Where Daddy Goes", as the father of little puffs, that he circled a wave of fans. However, on February 24 this year, Liu Qihong and his wife finally ushered in a breakthrough in the fifth live fitness broadcast of Douyin, with the number of viewers exceeding 1 million for the first time, and the live broadcast rose by 59,400 fans.
As of April 20, Feigua data shows that in the past week, Liu Qihong's Douyin live broadcast room is the first place in the all-platform fan list, with more than 10 million "live fans" in 7 days and 4.418 million new likes.
With tens of millions of fans in a week, Liu Qihong has become a phenomenon-level anchor in the field of live fitness. "Today, are you Liu Qihong?" Becoming the latest hot terrier, on Douyin and Weibo, the whole network is vying to be Liu Ruihong's girl". ”
Is the bustle a façade or an industry outlet. We chatted with the "Liu Qihong Girl" and the offline gym coach, trying to restore: 1. What does the Phenomenon of Liu Qihong bring to the fitness crowd?
2. Compared with Liu Qihong, can a wider range of mid-waist TikTok fitness bloggers make money?
3. Will the future of fitness, an anti-human self-discipline business, be in Keep's dismal prospectus?
Fitness veterans can't see it, Liu Qihong captured fitness white?
"We are in Shanghai now, many people only know our fat burning shuttlecock exercise, but how can we only jump this one in 90 minutes, we will start the Materia Medica, but many of the little friends who have just come in still don't know how to jump, and the new friends will talk about it again!"
Immediately afterward, in the live broadcast room, Liu Qihong and his wife were full of smiles and positive energy, and began to explain the demonstration actions.
At 7:30 p.m. on April 21st, Liu Qihong, the "new fitness blogger of the whole network" in the Douyin live broadcast room, officially began the third live broadcast of the week, and in just half an hour, 3.8 million "punch card girls" who jumped together had received more than 47 million likes.
In the shot, in just half an hour, Liu Ruihong was already sweating profusely, and the red vest on his chest was soaked. By 8:40, after jumping throughout the network, the number of likes in the upper left corner of the live broadcast room had accumulated to 100 million. And this data is constantly rising, in the Douyin live broadcast list, Liu Qihong's popularity shows 15th place, the first place in the whole station.
According to Xinjid data, from April 14 to 20, in 7 days, liu ruihong's total platform fan base soared from 6.208 million to 18.86 million, an increase of more than 200%.
Graph/Network
Liu Qihong and his fat-burning shuttlecock exercise heat continued to rise.
On the evening of April 21, the Weibo topic #Liu Qihong fat burning exercises appeared fourth on the hot search list, and under the topic, many "Liu Qihong girls" brought the topic to Liu Qihong's "debate body protection".
Some people beg not to spray, even if they can't keep up, practice can't move, but also have to work hard to be a "Liu Qihong" girl; some people share that after not exercising for a long time, they become sleepy and energetic after practicing; but there are also fitness Xiaobai who just followed after dancing for 15 minutes and decided to lie down and listen to songs; and those who found themselves unable to keep up with the rhythm, and finally honestly followed Keep to continue to lose fat...
Liu Qihong's live broadcast room is happy and energetic, and the girl who follows Liu Qihong's punch card follows the jump exercise like a fan, even if there is no effect, as long as you get joy, you are very satisfied.
"Lazy white fitness bag" Zhang Qin has been practicing with Liu Qihong for three days, Liu Qihong video is an encouraging presence for her, even if many people complain that Liu Qihong is not technical enough, but she is very grateful to the fat burning shuttlecock to drag her up to exercise.
Yesterday was the first day that Li Ling began to do Liu Qihong girl, 90 minutes with a complete journey, no sweating and no tiredness, she suspected that she was not in place, it may also be often jump rope, physical fitness is not bad.
However, there were also obvious changes in physical fitness during the jump with Liu Qihong, and when it was carried out for more than an hour, the center of gravity was unstable and the legs began to stand unsteadily. After 2 hours, the heart rate increased and the limbs began to ache. The most obvious feeling is still psychological, very satisfied after exercise, "very happy and very happy." ”
On April 20, Liu Ruihong has been all over the Internet, and the keep and B stations are full of videos of fat-burning shuttlecocks. Do not play vibrato, only follow the Keep movement, at present, because of the epidemic, Wu He suspended offline private training classes, on Keep, she saw the highly popular Liu Qihong video.
Wu He is a solid "sports roll king", naturally will not miss to jump, let her be surprised that 90 minutes followed by two consecutive jumps, actually consumed more than 1600 calories, the average heart rate of 147 times per minute, the maximum heart rate of 162 times per minute.
Figure/Parity
"It's really worse than the devil Pamela", after two lessons, Wu He sweated like rain and changed two sets of clothes. The sense of interaction is full of experience, Wu He bluntly said that Liu Qihong's actions are not difficult, basically in the fat burning range, which is very suitable for weight loss.
After skipping two classes, although Wu He felt that Liu Ruihong was good, she still did not like to follow her live sports, "Fitness veterans do not like his live broadcast, there are too many crap in fragments, too many breaks, the heart rate will go down, which is not conducive to brushing fat." ”
With traffic, can douyin fitness live broadcast make money?
In addition to actors, singers, and little puff fathers, Liu Qihong now has a new identity "Douyin live coach", and the huge traffic is smashed in front of him, in the eyes of many people, Liu Qihong is not far from carrying goods.
Some brands that do not require sales conversion ask for 500,000 yuan to find Liu Qihong, just to get a short exposure between live broadcasts. According to media reports, Liu's short video offer has begun to rise, and the 200,000 yuan offer before the fire is expected to double.
In addition, according to the calculation of the sound wave obtained by Liu Qihong in the Douyin live broadcast, from April 10 to April 19, Liu Qihong's live broadcast revenue rose from 26,000 yuan to 240,000 yuan, nearly 10 times.
Liu Qihong's explosion was not without warning. At the end of last year, Liu Qihong signed a contract with Hangzhou Worry-free Media Co., Ltd. (hereinafter referred to as "Worry-free Media"), an MCN incubator that has won a number of Douyin bloggers, for this company, the industry has "thousands of Douyin Internet celebrities, worry-free media accounted for half" such an evaluation.
Before the fire, Liu Ruihong had already tried to bring goods on Douyin, but the effect was not satisfactory.
According to the plan of Worry-free Media for Liu Qihong's "husband and wife with goods" model, in the three months from December last year to February this year, Liu Qihong and his wife broadcast 9 live broadcasts on Douyin, with sales of goods less than 10 million, and the number of fans also hovered around 1.35 million.
In addition to signing a contract with Worry-Free Media, Liu Also has the operation of the official MCN of Zhihu, Beijing Zhiwai Culture Communication Co., Ltd. It is understood that the company also has Olympic champion Lu Xiaojun and so on.
On the B station and Zhihu, Liu Qihong's personal homepage is marked with Zhiwai culture. According to the enterprise investigation, the company belongs to the industry of sports, and the business scope includes the organization of cultural and artistic exchange activities (excluding commercial performances).
Some insiders told us that Zhiwai culture and Liu Qihong have signed a contract for two years, and the current relevant cooperation, in addition to Douyin, is in Zhiwai culture.
Nowadays, in the choice of live streaming with goods, Liu Qihong shows restraint. Another insider told us that at present, Liu Ruihong's live broadcast soft implantation is not done, and Xiaohongshu Douyin is basically 150,000 single platform single articles.
As of now, Liu Qihong has not begun to carry goods in the live broadcast, and some insiders predict that Liu Qihong wants to take higher profits again.
In fact, before Liu Qihong burst into flames, "cloud fitness" has long been popular, fitness bloggers in the vibrato, B station, Xiaohong book countless, fitness bloggers This business industry basic disk has taken shape.
Bringing goods and establishing personal brands are the most fashionable monetization paths for fitness bloggers at present. Weight loss blogger Cat Ning with "fattening and weight loss" and "shaving determination" people set fire out of the circle, now sitting on 6.668 million Douyin fans, starting from April 1, live broadcast for 4 hours a day, to open the "Cat Ning 100-day Counterattack Challenge".
In The Douyin window of Maoning, covering 18 products such as fitness shoes and clothing, equipment, food and beverages, etc., the cumulative sales volume has reached 100,000+, of which the sales volume of a flavored beverage with a unit price of 99 yuan has reached 38,000.
Figure/Parity
Fitness bloggers such as Saturday Wild and Pamela in Station B have opened brand cooperation and launched limited products after Station B became popular. In 2020, after Saturday Wild launched a limited cooperation model with domestic underwear brand NEIWAI inside and outside, it launched a new personal sports brand the following year.
Mao Ning, Pamela, And Saturday Wild, which have distinct styles of head fitness bloggers, naturally have greater commercial potential. In fact, more mid-rise fitness sports bloggers are much bleaker.
On Douyin, feel free to click on the sports bloggers on the live broadcast list, even if the number of fans is extremely high, there are few products in their windows.
An account called @Mei Tong Body Aerobics, with 6.69 million fans, broadcast live for 5 hours a day, and only one fitness massage gun in the window with goods.
Another blogger @ Yoga Teacher JJ, who has 13.77 million followers, has only three products in the window, and the highest sales are a 79 yuan underwear laundry detergent, with sales of only 2763.
Figure/Parity
More waist bloggers show the true face of online fitness commercialization, the number of fans and the potential of carrying goods are not directly linked, once the limelight and heat have passed, Liu Qihong, who has tens of millions of fans, really has greater commercial potential?
The future of fitness live broadcasting, in Keep's dismal prospectus?
The popularity of Liu Qihong, Mao Ning, and Saturday Wild Pamela has blown a wave of "fitness practitioners must do a good job of vibrato" for the fitness industry.
Xu Dong, the owner and coach of an offline gym in Wuhan, told us that under the influence of the epidemic, the business of the fitness industry has indeed declined a lot, especially in high-risk areas. After the flow of people is reduced, in addition to avoiding the loss of member groups, some gyms will even carry out internal training to improve team expertise during periods of small crowds.
In Xu Dong's view, Liu Qihong's out of the circle is a good thing for the entire industry, at present, the national fitness seems to be hot, in fact, the proportion of fitness crowd is not large, this time can really drive the national fitness.
The tide of douyin fitness live broadcast has long been blown into the industry. Xu Dong and his colleagues around him have also been broadcast live on Douyin, but Xu Dong's own effect is not very good, in addition to traffic, Xu Dong thinks that his body shape, compared with other fitness Internet celebrities, I think there is still a big gap.
"Just starting out in the fitness industry doesn't necessarily have to do a good job of vibrato, but being able to do well is also an aid to a career." But to get traffic from the fitness industry on Douyin, Xu Dong analyzed several points he summarized with us.
First of all, either have certain specialties, such as the super core control of "MB Master Brother", and can always make some cool action videos. Secondly, share fitness knowledge, after all, there are many fitness whites in the network, just can popularize some fitness knowledge.
Then, there are relatively good bodybuilding results, such as the Chinese player Ping Yunlong won the Thai bodybuilding professional 212-pound championship some time ago, opening up a new height of Chinese bodybuilding. Finally, the good looks and good figure can also attract many people.
Douyin live fitness, the anchor's infectious shouts and encouragement, it is easy to create a fiery atmosphere of sports. Xu Dong saw that the fitness live broadcast in Douyin had a strong traffic to set off the taste, and it was more of a thought that triggered everyone's exercise.
Douyin live fitness is happy but noisy, and even appeared in the live broadcast of "pajama fitness", many fitness whites wear pajamas to jump with, and the main fitness vertical online sports APP - Keep will appear much quieter.
Wu He also suspended offline personal training classes due to the epidemic, but because she has mastered the basic action essentials from the coach, Keep can now meet her sports needs.
Photo/ Wu He's activity consumption and dietary intake
"I uninstalled TikTok, professional things still have to go to professional apps to practice." Wu He admitted that the interaction on Keep is less than that on Douyin, and now he practices with Keep every day, and Wu He brushes fat very quickly, basically reaching 3 days a pound.
Recently, Wu He also saw some fitness bloggers on Keep, and she also followed suit. Referring to the difference between Keep fitness and douyin fitness, Xu Dong believes that the fitness classes in Keep are very comprehensively differentiated, and you can better find the types of courses you want to exercise, while Douyin is mainly more infectious.
From fitness enthusiasts to fitness veterans, Keep covers almost all people with sports needs. Such an APP brand that really aims at the fitness business has not been able to achieve profitability for a long time.
According to 36Kr, on February 25, Keep submitted a listing application, and the revenue in the first three quarters of 2021 reached 1.2 billion yuan, an increase of 41.3% year-on-year.
According to the prospectus, Keep's revenue sources are mainly composed of consumer goods business, membership and paid courses, advertising and other services.
Among them, Keep consumer goods mainly include consumer resistant products such as hardware equipment, as well as fast moving consumer goods such as fitness food and clothing; Keep member services provide exclusive fitness classes, live courses and customized programs based on artificial intelligence to users who charge membership fees.
From the perspective of revenue composition, it mainly includes hardware such as smart bicycles, bracelets, smart scales, treadmills, etc., as well as fitness equipment, clothing, and food, keep's own brand products contribute the largest share.
According to the Keep prospectus, in 2020, Keep's own brand product revenue accounted for nearly 60%. Membership subscriptions and online payments account for about 30%, and advertising and other revenue accounts for 12%.
In 2019 and 2020, Keep recorded 660 million yuan and 1.107 billion yuan respectively, and the revenue in the first three quarters of 2021 was 1.16 billion yuan, more than the sum of the previous year.
Photo/Keep prospectus
Increasing revenue without increasing profits is the dilemma facing Keep. In 2019, 2020 and the first three quarters of 2021, Keep lost $366 million, $106 million and $696 million, respectively.
Fitness is a matter of resisting the laziness of human nature, and Keep is a self-disciplined business that challenges human nature in a relaxed home atmosphere. The fiery appearance of douyin live broadcast fitness masks the difficult nature of this business.
According to the Keep prospectus, in 2020 and 2021, Keep's average monthly active users were about 29.7 million and 34.4 million, respectively. At the same time, Keep's subscription membership reached 3.3 million, an increase of more than 3 times compared to 800,000 in 2019. But over the same period, the average monthly paid subscribers were just 365,000, just one-tenth of the number of subscription members.
Young people, especially those who have gone through the stage of fitness, are still relatively low willing to pay for online fitness, and the repurchase rate is not satisfactory.
"The people who buy it are also fitness whites." Xu Dong observed his friends around him, in the early days of fitness, everyone had the experience of buying products on Keep, but after comparing other e-commerce platforms, they never bought again.
The product cost performance is not high, compared with the special e-commerce platform, is the reason why Xu Dong and his friends no longer repurchase Keep products. "Keep's products are not just sold on Keep, many products are actually foundry production, in the case of the same products, Pinduoduo and Taobao are cheaper."
Liu Ruihong's explosion has injected a large wave of attention into the industry, but how long can the virtual fire of traffic last and then transform into real commercial potential, Keep has taken the lead in testing the waters.
Write at the end
"A lot of people on the Internet have lost a lot of weight after a few days of adjusting Liu Qihong, so what are you waiting for, you can lose weight and keep up with the wave of the whole network, just jump ah!" During the epidemic, gyms can't be opened, and home exercise has become one of the ways for people to release stress.
Before Liu Ruihonghuo, everyone had their own exercise instructor to follow. After Liu Qihong, the whole network was asking, "Are you Liu Qihong today?" ”
Is it lively or industry outlet, vibrato live fitness, as long as the fire has traffic, can you make money? The few belt goods of the waist anchor indicate that this business is not a climate.
Keep, which has long bet on online sports and fitness, lost nearly 1.2 billion yuan in more than two years in the prospectus submitted this year.
The difficulty of self-discipline in this business has been reflected in keep with solid data. Liu Ruihong's overnight popularity may not mean that the business of fitness live broadcasting is easy to do.
*Zhang Qin, Li Ling, Wu He, and Xu Dong are pseudonyms