Liu Qihong, who recently went out on the Douyin short video live broadcast platform, set off a fitness boom. 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. Before writing the article, the editor took a look at it, and Liu Ruihong's Douyin fans have reached 47.32 million. According to statistics, in the past 30 days, Liu Qihong's live broadcast has accumulated more than 100 million views, and the highest single live broadcast has reached 44.76 million views. This is the latest record of Douyin Live in 2022. So, what traffic password did Liu Qihong rely on to get so much attention in such a short period of time? Let's briefly analyze it from several aspects.
One. Liu Ruihong's own conditions
What is Liu Qihong's personality and image? If you are a post-80s, you must have heard the song "Rainbow Paradise". In addition, he has also participated in many film and television drama works. In addition to the two identities of singer and film and television star, Liu Also has two labels, one is "Jay Chou's friend", and the other is the father of "Where Daddy Goes" Little Puff.
Of course, as a fitness instructor, you must also have good physical condition. Liu Ruihong, who looks sunny and wears tendon flesh, is difficult to see that he is nearly 50 years old, and he can be estimated to be in his early 30s based on his appearance alone.
Let's talk about professionalism, Liu Qihong has more than 30 years of fitness coaching, but also served as Jay Chou's personal trainer, in 2015 Liu Qihong served as the star coach of the inspirational weight loss program "Reduce My Life", and the live broadcast room also frequently instructed everyone how to carry out fitness exercise professionally, such as how to exhale and inhale, how to exert force, what is the standard and so on.
Finally, looking at the interactivity, because of the slogans of "Come on, go, mermaid line, vest line, practice up", "waist fat click to let it fall" and other slogans were sent by fans to the title of "Li Jiaqi in the fitness industry", it can be said that it is very hard to improve the enthusiasm of the audience, very peaceful to all audiences.
In addition, in addition to Liu Qihong himself, his daughter-in-law and mother will also appear on camera, which incidentally adds Bao Mom and elderly anchors, which makes the audience base of live broadcasting suddenly become wider.
Two. Seized the point in time
Recently, because of the epidemic, there are not a few people who have been locked up at home, and there are more than 20 million people who eat and sleep at home in Shanghai alone, and the whole country needless to say, conservatively estimated that 40 million people are still there.
What are you most afraid of during your stay at home? Obesity caused by eating, sleeping, sleeping, eating? Or is it the wasted time you feel every day because you are bored? Then following Liu Ruihong to do fitness exercises on time and point every day may be able to solve these problems. Coupled with the happy atmosphere in the live broadcast room, you can exercise, enrich yourself, and harvest happiness, why not enjoy it?
Three. High-quality live content
What has to be mentioned here is the content output of Liu Qihong's live broadcast.
1. Action. First of all, the fitness action is basically a fitness action without any threshold, just take the shuttlecock exercise, which is very simple and easy to learn, that is, the hand and foot are constantly repeated to touch the action, with different positive and negative front and back ways to touch.
However, this kind of action is very exercised in the waist position, which can quickly consume the fat of the waist and efficiently complete the slimming goal.
Aerobics without thresholds, easy to learn and good results are definitely a boon for many people who have no fitness foundation but want to lose weight.
2. Background music. Taking "Materia Medica" as a fitness track, it is estimated that it is the first time, and many people have said that they can't imagine that this song can also be used for dancing exercises. As a representative song of Jay Chou with a very Chinese style, the popularity of this song naturally needs no more words, and its familiar cheerful rhythm can stimulate the participation of the group.
Four. It has a stem that can be spread
Speaking of this, it has to be mentioned that Liu Qihong was forcibly banned by the Douyin platform three times, and he was blessed with misfortune and burst into flames.
For the first time, because Liu Ruihong had armpit hair, he was regarded as "indecent" by Douyin and banned.
The second time, because Liu Qihong was wearing a tight vest with too large chest muscles, he was detected by Douyin as "breastfeeding edge", and was forcibly interrupted...
In order to prevent being mistakenly sealed again, Liu Qihong and his wife changed into down jackets to jump exercises, and later took off again when it was too hot to do so
The third time because Jay Chou was ill, Liu Qihong said a word of good luck for Jay Lun's health in the live broadcast room, netizens also brushed the bullet screen "good health", the robot misjudged "involving medical health", and was forced to broadcast again [cover his face]
In addition to these, and then the whole network asked Liu Qihong to "batch homework", there are many kinds of stems spontaneously spread among netizens, which greatly accelerated liu Qihong's fan growth speed.
Five. Live scene and sense of atmosphere
There is no professional live broadcast room, no professional gym and fitness equipment, just live broadcasting with your own mobile phone in your own home. Good family atmosphere and environment, it is difficult not to give everyone a sense of intimacy, such a simple environmental conditions who do not have it? It will also make the audience feel that I can also have the same good body as Coach Liu.
In addition, the interaction between Liu Qihong and his wife and mother-in-law, the image of "forced business" created by his wife and mother-in-law, is it not very similar to you who jump in front of the screen? This not only resonated with the audience, but also made the audience feel the warmth of the family, and also brought a lot of joy to everyone. Such a fitness atmosphere, who can not love?
Four. Summarize the analysis
Public reports show that Liu Has actually been stationed in Douyin as early as 2018. 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.
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 China's fitness population in 2021 is 2596 yuan, far lower than the 14268 yuan in the United States, which shows that China's fitness industry still has a very broad prospect.
Liu Qihong's popularity, in addition to his excellent conditions and just the right point in time, also just stepped on this key point of national fitness, which has always been respected by the country, and it is also a certain 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.