In the past week, Taiwanese artist Liu Qihong, who has been debuting for 32 years, suddenly became a "fitness coach" during his stay at home in Shanghai, and a large number of followers who called themselves "Liu Qihong boys/girls" emerged, making him a phenomenon-level live broadcast "top-stream" star.
As of 14:00 on April 26, Liu Ruihong's Douyin number has risen to 47.55 million fans, and in just over ten days, more than 30 million new fans have been added. What are the "mysteries" behind liu qihong's fitness live broadcast? How far can the fitness live broadcast on the vent go? Recently, a number of industry insiders pointed out to Nandu and N video reporters that Liu Qihong's fitness live broadcast became popular, in addition to the "fueling the waves" of unexpected events, its own high-quality content, MCN institutions' operations, platform traffic tilt support, and the joint action of many parties made this IP successfully "out of the circle".
Popularity: more than 30 million fans rose in a week to rank among the "top stream"
"The fat oil on the side clicks off, the mermaid line vest line I want!"
Recently, Liu Qihong used Jay Chou's hip-hop Chinese style song "Compendium of Materia Medica" as the musical background, with the rhythm of the big jump self-created shuttlecock exercise, plus "talking" style persuasion and the sparring wife wearing a "pain mask" next to him, so that his fitness live broadcast room successfully "out of the circle".
Born in 1972, Liu Is a singer, host and actor. 32 years after his debut, he was well known for his song "Rainbow Paradise", was mentioned as a good brother of Jay Chou, and also participated in a popular parent-child variety show with his daughter "Little Puff", but his acting career was not "fire".
At the end of 2021, Liu Qihong, who moved his family to Shanghai, signed a contract with Worry-free Media and began to bring goods with live broadcasts in the "husband and wife file" model, but the response was flat. According to Feigua data, from December 19 last year to February 17, 2022, Liu Qihong and his wife did a total of 9 live broadcasts with goods, and the sales of goods were 7.236 million.
On February 18 this year, Liu Qihong opened his first live fitness class, and at first there was no phenomenon-level growth in fans. It is reported that within 2 hours of the live broadcast on the same day, Liu Qihong received 247,300 views and 7956 fans, and by February 24, 2022, when Liu Qihong's fifth fitness live broadcast, the number of viewers exceeded 1 million for the first time, and the live broadcast rose by 59,400 fans.
Nandu reporter noted that the important node of Liu Qihong's fitness live broadcast "explosion" began with three recent bans. Since April, Liu Qihong's live broadcast room has been judged by the platform to be a "live broadcast violation" for the problem of armpit hair, chest muscles and gym suits. Subsequently, he and his wife directly wore a down jacket to start the fitness live broadcast, and the humorous response unexpectedly attracted the audience to take screenshots and appeared on weibo hot search, which opened a crazy "sucking powder" mode.
How "hot" is Liu Qihong's fitness live broadcast? Nandu reporter noted that Liu Qihong's Douyin number had less than 10 million fans before April 14, and as of 14:00 on April 26, it had risen to 47.55 million fans, and received more than 42 million likes. In just over ten days, more than 30 million new fans have been added.
In addition, according to Xinjiao data, Liu Qihong's live broadcast views on April 19, 20 and 21 were 22.7 million, 44.76 million and 52.57 million, respectively.
Analysis: The synergy of high-quality content, institutional operations, and platform support
Why can Liu Qihong's fitness live broadcast be "fire"?
Zhang Yi, founder and CEO of Ai Media Consulting, pointed out to Nandu reporters that although Liu Qihong's "out of the circle" has the "fuel" of the ban on the unexpected event, the combined force of his own high-quality content and the traffic tilt of the platform is the "truth".
Nandu reporter learned that in addition to the identity of singers, actors and so on, "fitness master" has always been another label on Liu Qihong. According to public information, Liu Qihong has been in contact with fitness since he was 18 years old and has been in contact with fitness for more than 30 years. He has participated in a number of slimming and fitness variety shows such as "Super Weight Loss King", "Lose My Life", "Come on Good Figure", and published "Qihong Fitness Book" in 2004. In addition, he is also Jay Chou's "royal personal trainer". Zhang Yi said that these resumes have continuously strengthened Liu's credibility in the field of fitness, and also catered to users' desire for high-quality IP and live content.
Zhang Yi said that as the direction clearly advocated by the state, with the improvement of national health awareness, the fitness track has been continuously developed in recent years, and the epidemic environment has made the demand for home fitness surge, which has undoubtedly promoted the rise of this track.
In addition to the content, the popularity of Liu's personal IP is not unrelated to the MCN agency behind it.
"There are thousands of Internet celebrities on Douyin, and half of them are worry-free media." According to the information on the official website of Worry-free Media Company, the number of the company's artist matrix exceeds 80,000, and the total number of artists exceeds 3,000, and it has become popular with well-known Internet celebrities such as the big wolf dog Zheng Jianpeng & Yan Zhen and his wife, redundant and Mao Maojie, with a total of more than 1.8 billion fans on the whole network.
According to public information, Worry-free Media Group Co., Ltd. was established in 2020 with a registered capital of 50 million yuan, Lei Binyi is the legal representative, executive director and general manager, and there are 7 direct investment companies, including companies under Worry-free Media located in Shanghai, Hangzhou, Heilongjiang and other places.
The relevant person in charge of worry-free media previously told the Nandu reporter, "Since the signing of the contract at the end of last year, Liu Qihong is 'all in' in this matter, he has a lot of ideas and innovations, and the institution plays an operational advantage, and works with it to do content settings for the account, at the same time, combined with the current hot spots and the red people themselves to create topic words that can stimulate the degree of discussion, and boost the red people out of the circle." ”
The tilt of platform traffic is also one of the important reasons why Liu Ruihong's live fitness "out of the circle".
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. 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. Liu Qihong's fitness live broadcast is one of the "Let's Stay At Home" series launched by Douyin Live in April this year.
Zhang Yi believes that the huge fitness demand market makes live fitness the "key care" object of the platform, giving traffic tilt. Recently, a Douyin platform insider confirmed to the Nandu reporter that "Liu Qihong's live broadcast content has positive energy, in line with the development trend of platform content, and will receive traffic support." ”
Li Xianghong, head of new broadcast content who has long been concerned about the MCN industry, believes that "whether this heat can be sustained depends on how Liu Qihong positions himself and establishes his own content barriers." This kind of popularity is difficult to replicate, after all, the key lies in people, not the way to become popular. ”
The future: How far can the fitness live broadcast on the vent go
Liu Qihong's popularity has also made people see the great potential of the fitness live broadcast track.
Nandu reporter noted that more "fitness masters" have recently emerged on the Douyin platform. How to realize the commercial "monetization" of such live broadcasts has become a common wait-and-see of the industry.
According to China Entrepreneur Magazine, on April 10, Liu Received 260,000 Sound Waves after the end of the live broadcast, 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 revenue (excluding tax).
As of now, liu Qihong, who became popular, has not yet commercially carried goods on Douyin. Liu's agent previously said, "Fitness live broadcasting is a good way, and the specific business model is still being explored." Previously, Liu Qihong mentioned in the live broadcast, "Things must be eaten and used by the whole family before they are recommended to everyone." ”
Bai Xue, head of an MCN agency, believes that after accumulating heat, it is predicted that Liu Ruihong will restart live streaming in the future, and at the same time combine the commercial advertising of video content to monetize. However, she believes that in view of the current "healthy life" label, Liu Qihong's later live broadcast selection and advertising implantation may be subject to certain restrictions. "When the content adds commercial elements is no longer pure, and the live broadcast becomes the form of goods, whether netizens still buy it is not yet known."
"The dilemma may be that he has tried to live stream goods before but the effect is not very good, and now he has become a phenomenon-level star master, which has received so much attention, and perhaps the audience's expectations of him will be higher, and the goods need to be more professional." Li Xianghong said, "We still expect him to find a monetization model that suits him and convert traffic into higher value, which is also very worth looking forward to for the entire industry." ”
How far can the fitness live broadcast standing on the vent go?
Li Yongjian, director of the Internet Economy Research Office of the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, once analyzed in an interview with the media that the reason why live fitness has recently caught fire, in addition to the epidemic, is more important because the people's pockets are bulging and they pay more attention to health, at the same time, the values of short video live broadcast platforms are also constantly turning.
Li Yongjian believes: "Now that the short video platform has been five or six billion daily active, it must be diversified and there must be a shift in values. It can't just be pure entertainment funny, it may be knowledgeable, encyclopedic or life-like, these things must keep up. Therefore, the value shift of the short video platform and the shift of its main and explosive content is an inevitable trend. ”
Producer: Nandu Instant
Written by: Nandu reporter Yu Yijing