Liu Qihong: After the interview, the salary is to be determined

Liu Qihong, who is isolated at home in Shanghai, has become a "phenomenon-level" blogger in the live broadcast industry - he and his wife live-streamed fat-burning gymnastics five days a week, which has spread all over the Internet in a short period of time.

"The extra flesh around the waist clicks off, the mermaid line vest line I want", a large group of "Liu Qihong girls" are active on social networks, becoming the most beautiful home landscape on May Day this year.

With the "Compendium of Materia Medica" dancing "Shuttlecock Exercise", how long can it be hot?

I have to admit that in half a month, the number of fans of Liu Qihong's Douyin account has risen from less than 10 million to 57 million, and the speed of its fan growth and the large scale of fans are extremely rare.

But such popularity has not been seen on the Internet, but many are often "monthly active".

Can Liu Ruihong, who is out of the circle, jump out of this circle?

In this regard, Meng Qian, a reporter from China News Weekly, had an exchange with Shule, and poor Dao thought:

Successfully breaking the circle means that liu Ruihong, a former tens of millions of bloggers, passed the "interview", but how the salary will determine the result of his continuous innovation.

It must be said that Liu Qihong's circle is an accident, but the platform will never lack accidents, but I don't know where the accidents are.

A turning point in Liu's circle was the "down jacket incident"

On April 6, Liu Washong was judged to be "improperly dressed" during the live broadcast and forcibly cut off the broadcast. The next day, he simply wore a down jacket to broadcast the gym. As a result, this move directly appeared on the hot search list.

Then this picture spread throughout the network, and at that time, it rose by one million fans, and then the number of fans increased significantly.

Breaking the circle due to "curiosity" has always been the only way for Internet celebrities to successfully pass the "interview".

But for the platform, this happens from time to time, and the help depends on whether it helps to open up new tracks.

To put it simply, the platform side needs to constantly create stars to activate the "star dream" of grassroots content creators, and this star-making is sub-track, with a certain degree of guidance.

Although the emergence of some "new stars" is accidental, after its rise, the platform will inevitably "fuel" it, to burn the vertical track it represents and the short video field that has not been deeply cultivated before.

This is a routine used by content platforms such as blogs and microblogs in the past, but the predecessors often give the platform a big benchmark.

Yao Chen, the former queen of Weibo, in a sense, is also "out of the shadows" herself, and then the platform helps it "out".

Short videos, on the other hand, are rapidly iterating to continuously subdivide the field benchmarks in order to guide the trend of content creation and the emergence of ideas.

In other words, in the past, content platforms only needed one or two benchmarks to divert traffic, and short videos now need to plant flags on various hills.

For example, 2 years ago, when the tide of live streaming goods surged, with the help of Luo Yonghao's debt repayment, the short video platform also did a similar "boost", quickly making its own track gather, take shape and take off.

More vertical tracks need more benchmarks, although the breaking of the circle is accidental, but as long as the opportunity is available, the platform will make it "must burn".

In the final analysis: the occasional rise of individuals, the platform effectively guides the painting track.

However, this style of play is not without problems.

On another level, it will be difficult for the latecomers to reach the benchmarking position, and the platform will not be willing to "add to the blockage" of the myth it has created.

Using benchmarking to catalyze also means that benchmarking will get more resources, and it will also put the track under the law of two and eight, so that the traffic and attention of grassroots content creators may be diluted.

In a word, after Liu Qihong, the fitness track is actually difficult to have Liu Qihong in a short period of time, and those who follow the trend will become pioneering cattle, occasionally running out of a few wild horses, but the platform will not come back to be Bole.

At the same time, although Liu Ruihong suddenly made the track of fitness live broadcast appear in the public eye, it still did not mean that he and a group of fitness coaches could receive high salaries.

Foolishly, the current fitness fever is difficult to last, and the key lies in insufficient inducement.

Vertical tracks can indeed produce new ones, but if they cannot be "advantageous", it is difficult to stimulate enthusiasm by relying on the "strong" traffic alone.

Fitness videos are difficult to carry, and the content is too novel and may also bring "adverse reactions", such as fitness is not anti-injury, so this track will not be too easy to open the scene.

After all, driven by passion and affection alone, it is difficult to last.

This may be able to see some enlightenment from the rural Internet celebrity Zhang.

Zhang, who became popular at the end of last year, is essentially a benchmark, but the "earthy" track he represents has not really opened on the platform, and soon the sound will decline.

For Liu Qihong, the reason is the same: the effect of online fitness still needs to be verified, if it is for health products or offline drainage is acceptable, but the amount is not large, and if you want to guide users to continue to pay for online fitness, it is a problem.

After all, before, there were not a lot of Liu Qihong on Keep, everyone hit the profit barrier for so long, tried and made a number of mistakes, and the result was still fruitless.

Author Zhang Shule, columnist of People's Daily and People's Post and Telegraph, senior commentator of The Internet and game industry