Liu Qihong, who entered the Douyin platform in 2018, tasted the taste of popularity after 4 years.
In just one week, Liu Qihong, who had also been labeled "Jay Chou Coach" and "Little Puff Daddy", quickly became the "top stream" in the fitness industry, and the terms related to Liu Qihong took turns to occupy the hot search on various platforms, and the popularity continued. Behind the phenomenon of live fitness training, there is not only platform support, MCN institutions to promote, but also the popularization of the concept of national fitness and the migration of consumer relations under new formats.
A weekly increase of 25 million fans, a month of fans doubled 11 times
How did Liu Qihong do it?
*According to the statistics of cicada mothers on the data service platform, the statistical time: March 23 to April 21
Since february this year, liu ruihong has officially started as a fitness anchor, and Liu Ruihong has achieved a million to ten million fans in only 2 months, becoming the "Li Jiaqi" in the fitness industry. Cicada mother data show that in the nearly 30 days since March 23, Liu Qihong has broadcast 29 times on Douyin, with a cumulative number of viewers of nearly 200 million, since April 16, the data has maintained steady growth, and has shown an explosive growth trend in the past week, with a single live broadcast of 52.567 million views on April 21 (as of press time). With the exponential increase in exposure, the traffic myth is still playing out in Liu Qihong's live broadcast room.
The powder data may more intuitively reflect the concentration of "Liu Qihong Girl". Before April 13, the highest daily increase in fans in Liu's live broadcast room was 76.8W, and there were even many "powder drops". However, on April 14, after the start of the broadcast, its fan data exceeded 100w for the first time, and since April 17, there has been a "phenomenon-level" growth, as of April 21, the average of the five live broadcasts has increased by 462.7W per game, and the "Liu Qihong Girl" has exceeded 30 million.
A week of 25 million fans, a month of fans increased by more than 11 times, how did Liu Qihong do it? In December last year, Liu Lihong signed a contract with MCN agency Worry-free Media, which planned account operations for it. It is understood that the agency is the first company in the industry to propose the "Internet + artist agency" operating model, with character IP incubation and celebrity integrated marketing as its expertise.
The relevant person in charge of worry-free media told nandu reporter that creating a blockbuster needs to be "timely and geographically beneficial", on the one hand, it depends on the special ability of the talent itself, on the other hand, it also needs the talent to have a certain operational ability and energy to pay. After signing the contract at the end of last year, Liu Ruihong was "all in" in this matter, he had a lot of ideas and innovations, and the institution played an operational advantage, and worked with it to set the content for the account, at the same time, combined with the current hot spots and the reds themselves to create topic words that can stimulate the degree of discussion, and boost the reds out of the circle.
Live streaming revenue rose nearly 10 times in 10 days
How much does Liu Qihong live fitness suck?
*Relevant reporting data
"Lift your feet! Pat your feet! The fat on the side clicks off! Mermaid line vest line I want!" At 7:30 p.m. on April 20, Liu Qihong began the six-day fitness live broadcast on time, and not only his wife Wang Wanfei, but also his mother-in-law appeared in the live broadcast room. With the magic BGM, the "carnival" and "big rocket" gifts in the live broadcast room continued, and at 9 p.m., near the end, the live broadcast received 200 million likes, ranking second in the whole station.
How much gold does Liu Ruihong's live broadcast room attract? According to relevant reports, on April 10, Liu Ruihong received 260,000 sound waves after the end of live broadcasting, and on April 19, 2.4 million sound waves were harvested. According to the ratio of 10:1 between yinlang and RMB, Liu's live broadcast revenue rose from 26,000 yuan to 240,000 yuan, nearly 10 times. For example, according to the platform, mcn institutions and anchors have a 1:1 share ratio, and add dividend rewards, roughly converted to obtain, under the base of 240,000 yuan, the anchor can get nearly 140,000 yuan of live broadcast income (excluding tax).
The rise of national fitness
How hot is "Cloud Fitness" in the live broadcast room?
*According to the "Douyin Sports fitness report"
"To create a social atmosphere in which everyone participates in physical exercise", on March 23, the Central Office and the State Council issued the "Opinions on Building a Higher Level of National Fitness Public Service System", proposing to popularize the national fitness culture and create a number of scientific fitness communication platforms.
The epidemic has catalyzed the rise of "cloud fitness", and live broadcasting has broadened the new boundaries of national fitness, and also accelerated the cultivation of a group of sports and fitness content creators. According to the "Douyin Sports and Fitness Report" released on March 31, in 2021, fitness anchors will increase their fans by 208% year-on-year, and live broadcast revenue will increase by 141% year-on-year. The number of Douyin sports and fitness videos increased by 134% year-on-year, and the number of creators increased by 39% year-on-year. According to the data released by Kuaishou in 2021, during the statistical period from 2020 to 2021, more than 23 million people released sports and fitness-related videos in Kuaishou, more than 340 million people watched and liked sports-related videos in Kuaishou, more than 600,000 anchors taught everyone fitness in Kuaishou live broadcast, and more than 11 million people followed the live cloud fitness.
Some fitness industry practitioners said that the enthusiasm of fitness live broadcasting, on the one hand, the improvement of living standards coupled with the impact of the epidemic has gradually improved people's fitness awareness. On the other hand, the diversity of platforms makes it easier for everyone to obtain professional fitness knowledge. While the time cost and budget cost of consumers to obtain professional fitness knowledge are reduced, the development space of practitioners becomes larger and the profit is more. Nowadays, bloggers with a fan base of more than one million have basically sold tens of thousands of explosive models, and the combined income is considerable.
It is reported that fitness live broadcasts and short videos have become a new track for many MCN institutions. The relevant person in charge of worry-free media said that in the future, it will continue to deepen the field of short video and live broadcast, take the character IP as the base, take advertising marketing and e-commerce as the core business, and continue to expand to the fitness, outdoor and other live broadcast types in terms of content vertical category.
Producer: Nandu Big Data Research Institute
Data collection and analysis: Zhang Yuting
Design: He Xin
Data sources: Cicada Mother, Douyin, Kuaishou, public information, etc