Recently, who is the hottest man on the internet?
That must be Liu Qihong, who is engaged in live fitness broadcasting on Douyin.
This man, who is more than half a hundred years old, refreshed the record of douyin's full platform to increase fans, on April 19, the number of fans was 13 million, and on April 23, the number of fans exceeded 40 million. In just a few days, he became the darling of the anchor who was widely watched.
Image source: Douyin
Online fitness is not a new thing, but at this moment, some people can still use this outlet to go out of the circle, or by the time and place and the light of the people.
1
With national fitness
For a long time, the public was not so familiar with Liu Ruihong.
This Taiwanese artist debuted for more than thirty years, wrote songs, worked as an actor, host, and as a fitness coach, and the most prominent labels on his body are two, one is Jay Chou's good brother, and the other is the father of the little puff when he participated in "Where Daddy Goes".
Image source: Network
Image source: Network
I have to say that luck is part of strength, and a person's popularity is metaphysical.
Last year, he came to Modu with his family to settle down, and at that time, he would not know that a few months later, he detonated the Internet.
Image source: Network
This year, the trend of live broadcasting for the whole people is in full swing, Liu Qihong is not exempt from vulgarity, he signed under the banner of Worry-free Media, tried to do a couple live broadcast with goods, but the effect is not satisfactory.
Therefore, Liu Qihong chose to do what he is good at and loves - fitness live broadcast, under the epidemic, this is also a wild outlet, after all, after staying at home, everyone has the need to exercise, the national fitness boom is slowly rising, and the average annual expenditure of China's fitness population in 2021 is 2596 yuan, far lower than the 14268 yuan in the United States, which needs to be discovered urgently.
Seeing that this blue ocean is becoming more and more attractive, many pan-content platforms have begun to tilt resources to support fitness short video content, and the penetration of live fitness has also been further improved, according to Douyin's "2021 Sports Content Report", the number of Douyin sports and fitness videos in 2021 increased by 134% year-on-year, the number of creators increased by 39% year-on-year, the number of fitness anchors increased by 208% year-on-year, and the live broadcast revenue increased by 141% year-on-year.
Image source: 2021 Douyin Sports Content Report
At the beginning, Liu Qihong's fitness live broadcast did not go out of the circle, on February 18 this year, Liu Qihong opened the first fitness live broadcast, and by February 24, after the fifth fitness live broadcast, his number of viewers exceeded 1 million for the first time, and the live broadcast rose by 59,400 fans.
What really began to arouse everyone's attention was a series of oolong ban events, he was judged to be illegal by the platform for "too good in stature", etc., and later had to wear a down jacket with his wife to broadcast live, and even said a word to wish his friend Jaylen good health, was judged by the robot to involve medical health, gave a warning, so that netizens directly called "laughing pulled".
Image source: Weibo
After becoming a "funny man" on the hot search, the topic degree was gained, people's curiosity was raised, and slowly discovered the treasure of this live broadcast room.
First of all, Liu Qihong, who has been a fitness instructor for many years, is very professional, and his explanation of his own set of fat-burning gymnastics is very detailed and in place, and he will patiently answer various questions from xiaobai beginners. In addition to exporting professional knowledge, he used the classic songs of his friend Jay Chou to cooperate with the action, and suddenly drew closer to most of the audience.
His interaction with his wife Wang Wanfei is also very loving, in each live broadcast, in addition to eating the dog food of the husband and wife file, the role of the sparring wife is like every little white in front of the screen, often practicing "pain memes", this intuitive feeling is simply "the world is another me", which makes everyone have a resonance.
More importantly, watching the wide audience of vibrato, fitness beginners can be seen everywhere, the couple's live broadcast room atmosphere has been more joyful and positive, so that people who have recently suffered from frequent epidemics have found a breakthrough in emotional release, can feel positive emotions, and can be happy and convenient fitness, why not?
Image source: Network
In short, the brainwashed pop soundtrack, a little difficult exercise action, the strong boost of the superposition platform, and the participation and interaction of celebrities and celebrities make his fitness live broadcast directly "seal the gods".
Netizens have ridiculed that Liu Qihong of Douyin, Li Jiaqi of Taobao, one hollowed out the body, one hollowed out the wallet, together is a combination of "seeking wealth and killing"!
Image source: Shenzhen Health Commission public number
2
Monetization is not easy
Liu Qihong's fire is expected, his live broadcast room has an immersive happiness, suddenly lowered the threshold for fitness entry, and even further explored the potential increase of users, but also let people see his commercial value.
It is said that the end of the traffic is the live broadcast with goods, people speculate, after the fire, Liu Ruihong will start selling things again? After all, on the Douyin platform, the live broadcast room is free to open the door to welcome all kinds of groups, the so-called fitness class knowledge payment is difficult to achieve, generally still rely on tips or goods.
However, at present, Liu's team does not seem to have this intention, and wants to deepen high-quality content and strengthen user activity and stickiness.
In other words, at this stage, I do not intend to take the road of monetization.
Image source: Network
I have to say that his team is still quite sober-minded, although Liu Ruihong is now the darling of traffic on the fitness track, but this does not mean that the online fitness business is easy to do.
Before Liu Ruihong, we have known many well-known fitness platforms, some of which have been on the market, but the performance is also ups and downs.
Before the author in "evaporation of 250 billion a year! The "Apple" of the fitness industry can not hold on" has been carefully analyzed, riding on the east wind of the epidemic dividend, selling smart sports equipment in the left hand, selling paid content with the right hand, Peloton has been frequently optimistic in the industry, and the fourth quarter of fiscal 2020 opened the first quarter to achieve profitability, and the stock price once reached a high point of $171.09.
However, due to the liberalization of the epidemic management policy in the United States, the rejuvenation of offline gyms, the company is too optimistic about market demand, the competition is serious, the operating problems are frequent, the net loss in the second quarter of fiscal 2022 is 439 million US dollars, the performance is not satisfactory, waiting for it is the stock price plummeted, and even there are layoffs, shareholders asking to sell the company, senior executive resignation and other dilemmas.
Obviously, losing the shelter of the epidemic dividend, Peloton does not have the ability to monetize sustainably, which is a common pain point for all online fitness tracks entering the market, once the growth bottleneck appears, the higher the cost of customer acquisition, the operation is naturally not good.
Peloton has begun to reduce the price of fitness bikes and treadmills, and has also increased the price of All-Access members for the first time, and has launched a new hardware device, Peloton Guide, equipped with a motion tracking camera, the picture can be transmitted to the TV through the interface, and the Peloton app can be used to exercise.
Image source: Network
While Peloton strives to adjust its business, it is unclear whether the membership experience and engagement will achieve a good outcome, and the future growth is still unclear.
These typical examples must have given the entrants a good lesson, for Liu Qihong, the short-term heat is not worried, the difficulty is also after normalization, there is a greater uncertainty in the stickiness of fans, how to maintain a certain degree of heat for a long time.
You know, fitness is an anti-human thing, it is not easy for people to fight laziness as one of the seven deadly sins, and many people still try to be fresh at this stage, and have not really cultivated and maintained fitness habits. As this market is opened, the competition is becoming more and more fierce, the cost of obtaining content is quite low, today is your fan, tomorrow may become the wall of his home. Future traffic monetization is certain, but at present, Liu Ruihong still needs to extend his life cycle through high-quality content output.
Image source: Weibo
3
epilogue
After several storms, today's live broadcast industry is no longer only the figure of large anchors, vertical anchors have also slowly come out, Liu Qihong's phenomenon-level explosion, driving the further penetration of national fitness.
However, in this Internet era where every second counts, how to transform huge traffic into tangible commercial value is a problem that must be solved, and the public needs Liu Qihong, and Liu Qihong also needs the public.