Author 丨 Ye Hao
Editor 丨 Kang Xiao
Produced by 丨Shenwang Tencent News Xiaoman Studio
Liu Ruihong "succeeded" Zhang Classmate.
"Mermaid vest line practice! The side fat clicks off! The magic substitute training slogan was matched with Last week's Jaylen's "Compendium of Materia Medica" as BGM, Liu Qihong's douyin live fitness suddenly caught fire. From a Taiwanese artist to a top Internet celebrity, Liu Only took more than 20 days. On April 3, Liu Had only 3 million followers, and now has more than 40 million fans.
Liu Qihong's live broadcast method is quite similar to Li Jiaqi -- full of enthusiasm, so it is jokingly called "the combination of people and money". In a recent live broadcast with goods, Li Jiaqi also called out to Liu Qihong to help open the bottle cap, and the topic once reached the top of the Douyin hot list.
Liu Qihong's popularity is more of a time and place: the people's fitness appeal in home isolation under the epidemic; the identity of Jay Chou's friend and his 30 years of fitness coach experience, etc., but the core point is that Liu Qihong's popularity is the product of the "explosive manufacturing" of the Douyin platform.
Student Zhang Source: Visual China
A common way of playing Douyin to support a new content market is to create phenomenal Internet celebrities through algorithms and traffic to drive the overall participation of users in vertical markets, and to drive user growth. Luo Yonghao in the field of live streaming and Zhang in the New Farmers Program are like this.
"Overnight fame" is not short of stories on the Douyin platform. From the early Fei Qiming, Dai Gulak, Mao Maojie, Blackface V to Ding Zhen, Liu Yexi, Zhang Classmate... All of them are like this, but these people are all leaders "for a few days", the iron vibrato, the flow of water Internet celebrities. This time, it was only Liu Qihong who was selected by the Douyin platform and algorithm.
Platform star-making
Liu Qihong, born in 1972, is a Taiwanese entertainer. Since stepping into the show business at the age of 18, Liu Ruihong's career of more than 30 years has been relatively smooth, writing songs, making movies, and being a host. In the early years, he and Jay Chou were both signed under Wu Zongxian's company, and his career had many intersections with Jay Chou, and he had starred in jay Chou's role in MV and films such as "Head Text D".
But over the years, Liu's acting career has been tepid. In 2017, Liu Qihong and his daughter Xiao Puff participated in "Where Daddy Goes 5", and the sincere and friendly interaction with his daughter in the show made him gain a wave of popularity in the mainland, but this did not bring much improvement to his acting career.
In addition to his status as an artist, Liu is also a fitness coach, and he has served as a personal fitness coach for stars such as Jay Chou, Lin Junjie, Peng Yuyan and Yan Chengxu. In addition, Liu Lihong served as the fitness coach of the 13th Happy Male Voice, and often appeared in the fitness and sports variety shows of tv stations.
Liu Ruihong's past resume fully interprets four words - tepid.
In June 2018, Liu Qihong entered Douyin, the content is mainly based on popular science fitness knowledge, but he is not a diligent video UP master At the end of 2019, his Douyin only released 12 issues of content; after March 2020, the update frequency increased significantly, and in August 2020, in two years, Liu Qihong's Douyin fans exceeded 1 million.
Source: Visual China
Why did Liu Qihong suddenly catch fire? In this regard, the founder of mcN institution told the "Deep Net" that the explosion of Liu Qihong is inseparable from the traffic support of Douyin, which is a phenomenon of "platform god-making", and the person who is so fast on Douyin is Zhang. Liu Qihong's explosion took full advantage of the time and place.
In August last year, the State Council issued the "National Fitness Plan (2021-2025)"; in March this year, the CPC Central Committee and the State Council issued the "Opinions on Building a Higher Level of National Fitness Public Service System". The opinion proposes that by 2025, the proportion of people who regularly participate in physical exercise should reach 38.5%.
At present, the wind of "Clear Action" is blowing towards live broadcasts and short videos, and a comprehensive cleanup of "color, ugly, strange, fake, vulgar, gambling" and other content has been put on the agenda. In this context, it is reasonable that safe and positive fitness content has been favored by the platform.
The epidemic has ripened the demand for "cloud fitness". In this context, the Douyin platform actually launched the short video fitness action "DOU Movement Plan" as early as the end of last year, calling on individuals and institutions with sports content creation capabilities to create and publish sports videos based on Douyin to record fitness daily.
In April this year, Liu Qihong and his wife Wang Wanfei took netizens to jump together in the "Let's Stay at Home" series launched by Douyin Live, and the single live broadcast attracted 3.23 million views, and the highest number of real-time online users exceeded 22w. Liu Qihong's popularity is the inevitable development of home fitness content boosted by the platform's demand for cloud fitness.
Not only Liu Qihong, but also many anchor fans in the field of Douyin fitness have begun to accelerate. For example, the existing 6.63 million fans of "Cat Ning Counterattack", the past 30 days rose by 2.06 million fans; and then such as the existing fans only 1.56 million waist anchor "Qiyue Body Aerobic Exercise", more than half of the fans are in the past 30 days.
Under the epidemic, in the past two years, fitness content is becoming a new traffic password. According to the "2021 Sports Content Report" released by Douyin, 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.
As Box Lunch Finance said: Liu Ruihong is the "drill" of the Douyin Nugget fitness vertical. It concluded: Judging from the previous methods of vibrato supporting new tracks, it is likely that excavating benchmark content producers and ripening tracks is already a mature set of methodologies. But there is a question, why was Liu Yuhong selected by the platform?
Why Liu Ruihong?
"Traffic can only be obtained by contributing content that the algorithm deems good, and this has never changed." A person who is very familiar with the operation rules of Douyin told the Deep Web. And Liu Qihong's current success also tells other star artists from another dimension that all roads lead to Rome, and live streaming with goods is only one of the roads.
And the road of live streaming with goods, Liu Qihong also tried in the early stage, but it was not successful.
With the rise of live streaming, starting in 2018, Liu Qihong began to bring goods with his wife on Taobao live. According to xinjiao data, after signing the MCN agency, Liu Qihong and Wang Wanfei brought a total of 9 goods on the Douyin platform, and the total GMV did not exceed 10 million, and the number of Douyin fans fluctuated around 1.25 million.
This April, Liu Ruihong was out of the circle in the field of fitness live broadcasting, and it was no accident.
As early as February 18 this year, Liu Qihong restarted his fitness live broadcast on Douyin, and the popularity has been good, but Liu Qihong's real circle is that he was judged to be "improperly dressed" by the authorities because of his "excessive chest muscles", and he had to wear a down jacket for fitness, which sent Liu Qihong to the hot search, and it was also his first real sense out of the circle.
The birth of any top stream, behind the accident is full of inevitability. How does an influencer shine in her category? Huo Nifang, former president of Papitube, once told "Deep Web": how to shape the personality charm of the head in a category, how this personality charm comes from, and how the actor interprets a role is consistent with the logic of how the actor interprets a role.
Liu Has been in Taiwan's entertainment industry for many years, and he has an instinct for entertainment variety shows, and when he and his wife Wang Wanfei appear in front of the camera in the live broadcast room, they present a kind of dimensionality reduction. Liu is the image of a full-bodied fitness instructor, and his wife is the image of a fitness enthusiast who is "forced to open for business".
This contrast has produced a steady stream of content and is widely circulated on social media. Wang Wanfei as a sparring live jumping exercise paddling, painful expression let many netizens leave a message "His wife exercises paddling like me!" "If I can't keep up with his fitness, I can't live because he and Vivi sister laugh."
Liu Qihong in the live broadcast room will not only chat, but also incite emotions. For example, while jumping and shouting, the fat oil on the side clicked to let it fall", the audience in front of the camera was naturally driven up; feeling that netizens were tired, he would shout in the live broadcast room, "Everyone don't go, 90 minutes will pass quickly"...
In addition, in the choice of fitness content, Liu Qihong's 90-minute "sweating fat burning exercise" action is both basic and simple and consumes calories. During the live broadcast, Liu Qihong explained every detail very well, and decomposed the parts trained by each action to explain the essentials.
And these are related to Liu Qihong's accumulation in the past. 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. In the field of fitness, Liu Qihong has accumulated a lot: as early as 2004, he published the fitness teaching book "The Fitness Book of Qi Hong"; in 2015, Liu Qihong published the book "Fitness, You Can Change Your Life".
Now, Liu Qihong is on fire, the whole network is full of "Liu Qihong girls" and "Liu Qihong boys", for these girls and boys, Liu Ruihong will correct fitness homework online, and the experience of online celebrity personal training has been established, so that these girls and boys have jay Chou's same personal training without spending a penny.
How long can it still be on fire?
According to information obtained by China Entrepreneur from Liu's staff, Liu received a total of 260,000 sound waves in the live broadcast on April 10, and 2.4 million in the live broadcast on April 19. According to the ratio of 10:1 between Yinlang and RMB, in just 10 days, Liu's live broadcast revenue soared from 26,000 yuan to 240,000 yuan.
Liu Qihong, who suddenly exploded, in addition to fan tips, his business transformation has not yet begun. But one thing is certain: Liu's commercial value has begun to skyrocket. According to Shell Finance, many brands are now waiting to cooperate with Liu Qihong, and their one advertising offer of 500,000 yuan is "unable to queue up".
The means of monetization of short video bloggers are generally divided into advertising implantation and live streaming with goods. Some MCN insiders also told that Liu Ruihong may carry out the goods in May. Whether Liu Carries Goods or Not, his own commercial value has recently soared rapidly.
In addition, the commercial space of the fitness track is also full of imagination. In the report of China Insight Consulting, it is pointed out that China's fitness population will be 300 million in 2021, ranking first in the world, and this figure is expected to reach 420 million in 2026. Their average annual expenditure is 2596 yuan, far lower than the 14268 yuan in the United States.
Fitness tracks have room for imagination from both a platform perspective and a commercial perspective, but there is a question of how long can these short videos that are suddenly on fire and the creators behind them be on fire?
Ding Zhen Source: Visual China
After the internet entered the era of short videos, overnight fame became so easy. From Papi sauce in 2015 to Degula K, from housha boy to Tianyou, Mao Maojie... Then to Ding Zhen, Zhang Classmate. Without exception, every Internet celebrity who is on fire has its own life cycle.
"Most Douyin influencers have a life cycle of half a year, or even only two or three months, which is a very cruel thing." Liu Fei, CEO of Shell Video, told The Deep Web.
In May 2018, Douyin internet celebrity Wen Wan, in just a few days, the fans exceeded 10 million, and soon, the revelations about "plastic surgery", "showing off wealth" and "dropping out of school" followed, and in less than a week, Wen Wan was banned by Douyin. 4 months later, Li Ge, because of the live broadcast of the spoof was banned, Douyin followed up, her fans stayed at 40 million.
After the popularity of papi sauce in 2015 to the present, Huo Nifang seems to have been questioning whether the papi sauce will be cool immediately, but this situation has not happened yet. Huo Nifang believes that papi sauce is a particularly good example, and if it were not for Taiyang Chuanhe Brokerage Company, she would not be like this now. Many artists can't catch the fire and disappear.
Liu Fei, founder of Shell Video, believes that the current iteration of Internet celebrities is very fast, and it may be two or three months away.
Compared with Liu Fei, Huo Nifang was much more optimistic. "People don't understand this industry, and like to look down, in fact, the life cycle of capable and talented Internet celebrities is very long, those talented creators on YouTube can do it for ten years, and his content can be continuously upgraded."
Huo Nifang elaborated, "Those Internet celebrities who have disappeared rapidly, their talents are only enough to shake their wit in this short video era, there is no follow-up, maybe this is the life cycle of this Internet celebrity." If you look at it the other way around, does Spielberg have a life cycle? ”
"Liu Qihong's current fire is phenomenal, the boys and girls around me are discussing him, this heat is exactly the same as Ding Zhen at that time, but there is a problem that this phenomenon level is staged, because the attention of netizens is constantly changing," Zhang Xianwei, founder of Qunqing E-commerce, told "Deep Web".
For Liu Qihong, whether it is maintaining the heat or live streaming with goods to monetize, everything has just started.
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