After Liu Qihong exploded: Is it too late to accelerate "making money"?

Tech Planet (WeChat ID: tech618)

Wen | Zhai Yuanyuan

Cover source | IC photo

Liu Has been on fire for nearly a month.

Since the large-scale circle in mid-April, Liu Qihong has set a new record all the way: Douyin has risen by 10 million fans in 1 day, 50 million fans in 12 days, and 60 million in the past month. As of press time, the total number of fans of Liu Qihong's Douyin account is 63.964 million.

Compared with Luo Yonghao, one of the "four kings of live streaming with goods", the total number of fans on the latter account is 19.417 million. From the perspective of the number of fans alone, the appeal of one Liu Qihong fan is about equal to three Luo Yonghao. Liu Ruihong has surpassed Luo Yonghao to become the new brother of Douyin.

Entering May, Liu Qihong's popularity is still unprecedentedly high, Liu Qihong and the MCN agency behind him Worry-free Media have launched a new matrix number "Liu Qihong Fat Oil Click", and the sub-account has increased by 7.712 million fans in 4 days. The fitness exercises of the first person to exercise have also been expanded from "Materia Medica" to "Dragon Fist" and "Grassland Shoulder Shaking Exercise".

However, no one can grow red in TikTok. Douyin is like a traffic star-making machine, mass production of Internet celebrity anchors, Liu Ruihong is not the first anchor to burst into flames, and it is destined not to be the last. The last student Zhang who exploded, and then go back, Liu Yexi and Ding Zhen have long been forgotten by everyone. The life cycle of traffic influencers is getting shorter and shorter, from one year to half a year, and now to a month, or even shorter.

The question from the outside world is that Liu Qihong is very hot now, but how long can he fire? The fitness industry's super top stream "Pamela" has entered Douyin a few days ago. Liu Qihong's traffic will not change anymore, it will be too late.

Lei Binyi, CEO of Worry-free Media, told Liu Ruihong's business plan after becoming popular that he did not consider letting him live stream with goods. Liu Qihong himself may not be suitable for live streaming with goods, according to Tech Planet, Liu Qihong has previously cooperated with Luo Yonghao's "make a friend" live broadcast company for a short time, and the effect is not very good.

The challenge facing Liu And Wuxuan now is how to seize the short time window for commercialization before the user's attention dissipates, and rush with time. Worry-free is not Buddhist, and liu has been fully commercialized a few days ago. A business quotation of Liu Qihong circulating among various communities shows that Liu Qihong's naming fee has reached 5 million yuan.

In addition to the live streaming that has been verified to be feasible, what is the way out for Liu Qihong?

Liu Ruihong burst into flames, and "making a friend" was lost

Last year, when Andy Lau entered Douyin, he created a record for the growth rate of Douyin fans, with 24.63 million fans in 24 hours and 50 million fans in 2 weeks, and in one and a half years, Andy Lau's Douyin account fans reached 69.144 million. But now, that speed is being broken by Liu.

Liu Qihong star map data show that since April 11, Liu Qihong's fan growth began to enter a climbing state, around April 18, the number of fans exceeded 10 million, on April 23, the number of fans grew to more than 40 million, april 27, the total number of fans reached 60 million. In less than half a month, the number of fans has increased by more than 50 million, and it is still growing at a rate of one million per day.

Compared with Liu Qihong, the previously explosive Internet celebrity anchors can only be regarded as "small fire". Mr. Zhang has gained more than 13 million fans in 2 months, and as of now, the total number of Fans of Mr. Zhang's Douyin is 19.06 million. Liu Yexi, China's first meta-universe blogger, has 9.001 million Douyin fans. Tibetan teenager Ding Zhen, 8.028 million Douyin fans.

Before becoming the first person to vibrato fitness, Liu Ruihong had many labels, "Jay Chou's friend", "star participating in variety shows", "fitness master", but most of these labels did not have a sense of existence, far less than the title of "national coach".

Liu Qihong dominated the screen, and the MCN agency Worry-free Media behind it was also regarded by the outside world as the Bole who discovered Maxima, and for a time, Worry-free became the biggest winner. In fact, the "make a friend" company behind Luo Yonghao had cooperated with Liu Qihong earlier.

"Make a Friend" insider told Tech Planet that in August last year, "Make a Friend" briefly cooperated with Liu Ruihong. At that time, the two sides did not sign a contract, it belonged to the shallow level of live broadcasting, "make a friend" to provide goods, Liu Qihong as a star anchor with goods.

According to the "Make a Friend" live broadcast preview at that time, Liu Qihong belonged to the whole category of goods at that time, and the live broadcast room had both hairy crabs, instant sea cucumbers, steaks, liquor, beer and other food and liquor products, as well as sports goods such as basketball, badminton rackets, yoga mats, and cosmetics and skin care products such as facial cleanser and eye cream.

At that time, Liu Ruihong did not show the advantages of fitness coaches on the live broadcast with goods, and the fitness category on the Douyin platform had not yet exploded. After several live broadcasts, Liu Did not continue to cooperate with a friend. The above-mentioned person said that the effect of Liu Qihong's goods is similar to that of ordinary talents.

Without signing Liu Qihong, "make a friend" missed the star anchor with the fastest degree of out of the circle in 2022. But "Make a Friend" insider told Tech Planet that fish and bear paws can't be combined. At that time, "make a friend" was in the overall strategic adjustment period, and the two-wheel drive of the previous anchor and star anchor was adjusted to only retain its own anchor, "can not account for everything, and the signing of star anchors belongs to the MCN model."

In the view of the above-mentioned people, Liu Qihong's explosion of fire has little to do with worry-free or even vibrato, and Liu Qihong's success belongs to the process of time, place, and people. Liu Ruihong himself has more than 30 years of fitness experience, superimposed on the "Jay Chou friend", which is quite a fan's favorability relationship, the national fitness enthusiasm during the epidemic period has been stimulated, Liu Qihong's husband and wife, family harmony, family mobilization, on the whole, it means that fans of all ages in the whole region have been touched.

Liu Ruihong broke the circle, but can the future be more hot and continue to produce explosive products? The person said it was "difficult".

Accelerated monetization: the title is 5 million, far more than the first-line star anchor

The rise of Internet celebrity anchors is, to some extent, all in line with the development trend of the platform.

Luo Yonghao entered the Douyin live broadcast with goods, just as the Douyin platform was looking for the key nodes of benchmarking Taobao anchors Wei Ya, Li Jiaqi, Kuaishou anchor Simba and other benchmark anchors.

In December last year, the northeast rural youth "Classmate Zhang" became popular on Douyin, and in 2 months, the number of fans rose by more than 13 million. An MCN agency person told Tech Planet that the path of Zhang students out of the circle, first of all, professional operation, professional operation of content, followed by spontaneous publicity, the early stage of no team, grassroots and other labels as selling points and explosive points, led to topics on the Internet, and then quickly accepted media interviews, the selected media is also very professional, central media, official media, vertical media, and finally completed the traffic breaking circle.

Zhang's content is in line with the current short video ecological needs, new and peculiar, grassroots, plain labels, but also stepped on the platform outlet, douyin and other short video platform market sinking, new farmers plan and other multiple opportunities to create Zhang students.

The background of Liu Qihong's explosion is the rise of the entire fitness track. According to the "Douyin Sports and Fitness Report", the number of Douyin sports fitness videos increased by 134% year-on-year in March this 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.

Not only Douyin, But also platforms such as Little Red Book and B Station are in the card fitness track.

Fans mean traffic, which means commercial value and monetization ability. But no anchors can maintain rapid growth, and Zhang's account has lost fans.

Therefore, before the growth of fans stagnates, anchors will speed up the speed of monetization.

Worry-free has opened the commercialization of Liu Qihong, and more than 60 million fans have directly raised the ceiling of Liu Qihong's commercial value. According to a business quotation of Liu Qihong circulating in the online community, liu Qihong's naming fee is currently divided into two files of 5 million and 3 million, soft implantation is divided into two files of 2 million and 1 million, and short video cooperation is 800,000.

The naming fee is up to 5 million yuan, according to industry insiders, this price is far more than the first-line star anchor Jia Nailiang, Huang Zitao, Shu Chang and others.

Compared with before the explosion, Liu Qihong's business offer has risen by about four times. An industry insider sent to Tech Planet's worry-free publication price shows that liu Qihong's 20-60 seconds of short video quotations were 157,500 / article, 210,000 short videos of more than 60 seconds , short-term endorsements of 500,000 / quarter, and annual cooperation authorization of 1 million. However, in a month's time, the price of the star chart now shows that Liu Qihong's 21-60 second short video quotation is 630,000, and the video quotation of more than 60 seconds is 683,000, up 3-4 times.

Worry-free insiders told Tech Planet that there are many brands in contact with them now, not only in the field of fitness and sports, but also in all walks of life. According to Tech Planet Observation, the brands that Liu Qihong has cooperated with include: FILA (Fila), ANTA and so on.

The same is less than 60 seconds and more than 60 seconds of two long videos, Luo Yonghao's quotation is 128,000 and 173,000 respectively. Mr. Zhang's offer is 300,000.

Refusing to live stream goods and monetizing ads alone may not maximize business value. After Zhang became popular, he did not live stream the goods, and also rejected the 20 million signing fee proposed by the MCN agency. Tech planet incomplete statistics, at present, Zhang has received at least 6 business orders, advertisers include Baidu Map, Mr. Beaver, Geely Automobile, Online Business Bank, OPPO, UnionPay and so on.

The way out for Internet celebrities: is the end of the traffic live streaming with goods?

Liu Qihong's popularity has created a new phenomenon-level fan growth record, and has further raised the commercial value of anchors. But how long can this Liu QiHong fever last?

In order to extend the life cycle, Liu Qihong and the worry-free media behind him began to adopt a matrix approach in their operational strategies, quickly launching Liu Qihong's trumpet "Liu Qihong Fat Oil Click", which has increased by 7.712 million fans in 4 days. The aerobics in the live broadcast room also began to expand the "Dragon Fist", "Grassland Shoulder Shaking Exercise" and other tracks from the "Materia Medica Gangmu Shuttlecock Exercise" to the gymnastics. Start with the richness of tracks and aerobics to slow down the rate of user churn.

The industry's prediction for Liu's commercialization is that the end of the traffic is live streaming with goods. In addition to live streaming with goods, the monetization path that can be used as a reference for Liu Qihong is extremely limited.

But Liu Ruihong's previous "making a friend" and joining the early live broadcast with goods have proved that he is not suitable for live streaming.

According to the new jitter data, from December 19, 2021 to February 17, 2022, Liu Qihong launched a total of 9 broadcasts, with a total of 6.6542 million yuan. Compared with the GMV with more than 100 million yuan in the live broadcast circle, Liu Qihong's sales performance is really average.

There is a natural content conflict between live fitness and live streaming, and an industry insider said that selling goods during jump exercises will seriously affect the user's fitness experience.

In addition, live streaming has long ceased to be unlimited. The development trajectory of Luo Yonghao's live streaming with goods can almost reflect the changes of the entire live streaming with goods track.

Two years ago, in April, Luo Yonghao officially entered the live streaming belt and was promoted to douyin brother at a rapid pace. While creating a successful platform model for Douyin, it has also successfully completed the debt repayment of hundreds of millions of yuan.

Two years later, Luo Yonghao decided to fade out of the daily management of the "make a friend" company and restart a new round of entrepreneurship, and the new project may be related to VR/AR/MR equipment.

"Make a friend" insider told Tech Planet that Luo Yonghao will officially fade out of "Make a Friend" this month, but even if he fades out, he will still maintain a certain live frequency, not leave completely.

The departure of the IP that is deeply bound to the company represents the end of the company's brightest moment to some extent. However, the "Make a Friend" live broadcast data proves that the company's dependence on Luo Yonghao is not very high. According to the above-mentioned person, "Make a Friend" has trained 15 vertical anchors in 15 vertical fields, and this year's "Make a Friend" live broadcast GMV target has doubled to 12 billion yuan (last year's target was 6 billion).

Although from the data of the live broadcast room, luo Yonghao's live broadcast room without Luo Yonghao is still growing steadily, but Luo Yonghao's fading out, Wei Ya's disappearance, and the head anchor are no longer, it still means that a track gradually moves from glory to loneliness. Luo Yonghao's live broadcast experience represents the development space of traffic anchors to a certain extent.

Today, Luo Yonghao has taken the initiative to choose to go ashore, but more "Luo Yonghao" is still trapped in the flow field. The growth rate of Zhang's account fans has slowed down, and even showed negative growth. In December last year, the number of Zhang's fans was 14.567 million, and the number of fans increased by 13 million in two months, but from 14.567 million fans to 19.067 million now, it has only increased by more than 4 million in half a year. According to Feigua data, since March, Zhang has fallen from the peak of 19.285 million fans to 19.067 million, dropping more than 200,000 fans.

Liu's fan growth is no longer increasing by tens or millions. After the traffic influencer reaches the top, they may find that all the roads after that are downhill.

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