Zhongxin Jingwei, April 23 (Chang Tao) In 7 days, the number of fans on the whole platform soared by 26.86 million! Liu Qihong was on fire, and the fire was extremely fast, unexpectedly fast.
Some people call Liu Ruihong another Li Jiaqi, and jokingly call the two a combination of "seeking wealth and killing lives". There are many similarities between the two, such as the speed of fans, the sense of atmosphere in the live broadcast room, and the degree of popularity. The market is also analyzing and speculating that Liu Qihong, after the explosion of popularity, will not be like Li Jiaqi, bringing far-reaching and significant impact to institutions, platforms and industries? Who will be the biggest winner?
Institution: "We don't want his live streaming proceeds"
On April 20, Liu's Douyin fans exceeded 20 million, and he specially recorded a video to thank fans. But just two days later, on the evening of April 22, the number of Liu Ruihong's Douyin fans exceeded 36 million. "Liu Qihong" is also one of the most popular live broadcast rooms in Douyin recently. According to the data of Cicada Mother, in the past 30 days, Liu Qihong's live broadcast has accumulated more than 100 million viewers, and the highest single live broadcast has reached 44.76 million views. This is the latest record of Douyin Live in 2022.
What is even more rare is that Liu Qihong created the "Liu Qihong phenomenon". On the Internet, there is a large group of followers known as "Liu Qihong Girls", who not only follow the 50-year-old Liu Qihong to dance together, but also share their own jumping exercise videos on social media, expecting Liu Qihong to "batch homework" for them.
For the reasons for Liu Qihong's rapid popularity, there are many summaries at present. For example, Liu Qihong does a live fitness broadcast, which is both affinity and professional. Unlike other fitness bloggers, Liu will bring his wife to train together when he broadcasts live, and even drag his mother-in-law. In the live broadcast, Liu Qihong is a fitness coach image of "full of vitality but broken thoughts", shouting Li Jiaqi "Oh my god, buy it buy it!" The slogan of the style - "come on, go, mermaid line, vest line, practice up" and "waist fat click to let it fall", and his wife is a "forced to open" image, which makes many onlookers resonate and find a sense of belonging.
Source: Liu Ruihong Weibo
In addition, Liu Qihong's training is also professional enough. He will constantly explain the essentials of each movement, prompt the standardization of the movement, and break down the parts of each movement trained. Especially with the self-created "Compendium of Materia Medica" version of shuttlecock exercises, many netizens shouted: "Music together want to jump!" "I feel like I can lose weight just by watching them jump!"
Liu Has a lot of labels on him, such as host, actor, singer, etc., and he himself has 30 years of fitness experience. Public reports show that Liu Qihong has already settled in Douyin in 2018 and signed a contract with Worry-free Media in 2021. Worry-free Media is one of the top ten MCNs in China, and the big wolf dog Zheng Jianpeng & Yan Zhen and his wife, Duo Yu and Mao Maojie are all signed celebrities under its umbrella.
After signing the contract, Liu Lihong tried the "husband and wife with goods" model, but did not receive much attention. Feigua data shows that from December 19, 2021 to February 17, 2022, Liu Qihong and his wife did a total of 9 live broadcasts with goods, with sales of only 7.236 million yuan, and the number of fans also hovered around 1.35 million.
In fact, when Liu Began his first fitness live broadcast on February 18, 2022, his fans did not grow so rapidly. But since then, Liu Qihong has encountered three oolong ban incidents, the topic is continuous, frequent hot searches, and has begun a crazy "powder sucking" mode.
Looking closely at the changes in Liu's fans, the new jitter data shows that the soaring point of Liu's Douyin fans appeared on April 16, when it was 8.72 million. In the following days, this number climbed sharply, calculated at 35.27 million on April 22, and in the past week, the number of Liu Ruihong Douyin fans increased by an average of 3.79 million per day, and the number of fans across the platform increased by 26.86 million.
Liu Qihong fan number trend chart Source: New Jitter data
At present, Liu Qihong's live broadcast room does not bring goods, and the income mainly comes from live broadcast tips. According to China Entrepreneur, on April 10, Liu Ruihong received 260,000 sound waves after the end of the live broadcast, and on April 19, he received 2.4 million sound waves. In exchange, the corresponding income of Liu Qihong's live broadcast room on the day was 26,000 yuan and 240,000 yuan respectively.
According to a worry-free media employee, the general anchor's tip to go through two points, vibrato and anchor is five or five points, after the division, the anchor and worry-free media four or six points, "but this is not a fixed proportion, the proportion of the big anchor can be discussed by themselves." At the same time, the employee said that the company has also spent a lot of resources and energy on various platforms in order to push Liu Qihong, "but the company now wants not his live broadcast revenue, there are other plans." ”
In fact, after Liu Qihong exploded, netizens were speculating whether Liu Ruihong would once again embark on the old road of live streaming with goods, after all, he had accumulated a very considerable popularity by relying on live fitness. However, some industry observers told the reporter of Zhongxin Jingwei, "Before Liu Qihong tested the water with goods, the response was poor. Therefore, he should not hard-carry the goods in the future, and may take the form of video explanations and commodity hanging small yellow cars. ”
Platform: The goal is to incubate more "Liu Qihong"
Liu Qihong's popularity is also inseparable from the blessing of vibrato. To be precise, the relationship between Liu Qihong and Douyin is somewhat similar to the relationship between Li Jiaqi and Taobao Live, and it is difficult to say who has achieved whom, but more is to use each other and take what they need. At present, due to the popularity of Liu Qihong, Douyin has stood out in the category of sports and fitness.
In the past month, in the Douyin sports and fitness category, the growth of many anchor fans has accelerated. According to statistics, the existing fans of 6.68 million "Cat Ning Counterattack", from January 21 to the end of March rose less than 30,000 fans, the past 30 days rose 2.11 million fans; and then such as the existing fans only 1.63 million waist anchor "Qiyue body aerobic exercise", more than half of the fans are up in the past month.
This is what Douyin hopes to see, and sports and fitness is a category that Douyin focuses on supporting. In December 2021, Douyin launched the short video fitness action "DOU Movement Plan", calling on individuals and institutions with sports content creation capabilities to create and publish sports videos based on Douyin to record fitness daily life. In April 2022, Douyin Live launched the "Let's Stay At Home" series, which coincided with Liu Qihong's popularity.
According to the data provided by Douyin, as of December 2021, the number of sports and fitness creators with more than 10,000 fans exceeded 60,000. In 2021, 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; fitness anchors increased by 208% year-on-year, and live broadcast revenue increased by 141% year-on-year.
At present, the goal of Douyin is the same as that of Taobao Live at that time, which wanted to hatch more "medium Li Jiaqi" and "small Li Jiaqi" - to hatch more "Liu Qihong".
Of course, there is more than one platform for the development of the sports and fitness category.
In the early days of the outbreak, Cloud Fitness had a brief glory. For example, Kuaishou launched the "living room gym", in the B station, fitness sports videos have been played more than 600 million times, and the number of related notes released by Xiaohongshu has increased by about 2 times.
Of course, there is also a vertical community like Keep that has been continuously working on fitness live broadcasting. In the second half of 2020, Keep launched live classes online and invested heavily, launching live courses covering yoga, training, exercise classes, cycling and other categories, and covering almost all hours of the day.
In August 2020, Keep partnered with Pamela, a fitness expert known as "AI on Earth". According to the data provided by Keep, at present, Pamela also has more than 10 million fans in the Keep station, and 27.91 million monthly training trips.
Industry: Is the opportunity finally coming?
Obviously, Liu Qihong's popularity in Douyin has a greater impact on Keep. Because in comparison, the popularity of live fitness or cloud fitness tracks is more relevant for vertical communities like Keep.
Haidong, a senior researcher at keep sports research institute, said in an interview with The New Economics and Latitude reporter that in recent years, many content platforms have begun to expand the content of fitness categories, which shows that the public's sports needs and the value of fitness content are being valued. Although Liu Qihong exploded on the Douyin platform, Keep is very happy to see this phenomenon, which is an opportunity for Keep and an opportunity for the industry.
China's fitness market is still a blue ocean. According to the china science consulting report, China's fitness population will be 300 million in 2021, ranking first in the world. However, the average annual expenditure of The Chinese fitness population in 2021 is 2596 yuan, far lower than the 14268 yuan in the United States.
The reason why cloud fitness in the early stage of the epidemic was a short-term glory is because the platform did not solve the problem of user stickiness and business monetization very well. As for the former, fitness in the live broadcast room compared to buying things in the live broadcast room naturally cannot bring psychological and physical pleasure, which makes the "user self-discipline traffic" competition very difficult, requiring the platform to make sports more attractive. Liu Qihong's popularity actually "made a sample". As for the latter, the current modality is still relatively simple. Content platforms rely more on goods and tips, fitness communities rely more on members, how to enrich the monetization path, is the platform community can not grasp this round of dividends the key.
"Regardless of whether the 'Liu Qihong phenomenon' will be short-lived, national fitness is destined to be a definite and long-term trend." This long-term trend must be undertaken by products and services that truly focus on user needs and help achieve a better user experience. Haidong said. (Zhongxin Jingwei APP)
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