Image source @ Visual China
Wen | New Pick Business Review, author | Grapes, editor | Ziyu
Recently, whether it is home people, office workers, student parties, or quarantined cabin personnel, they have all been impressed by Liu Ruihong's "Shuttlecock Dance" with Jay Chou's golden song as the background music.
As everyone knows, although Liu Qihong, who has dominated the screen for a long time, does not bring goods, he has fully opened commercialization.
Liu Qihong did not bring goods, but the naming fee was 5 million
In 2022, no one does not know Liu Qihong.
As of now, Liu Qihong's Douyin fans have 62.54 million, and in April alone, Liu Qihong's Douyin number has increased by 53.6327 million fans, breaking the fastest single-month powder growth rate of Douyin.
Compared with Li Jiaqi's 62.94 million Taobao fans, Liu Qihong has undoubtedly become one of the top internet celebrities. However, compared with Li Jiaqi, who sold 10 billion sales on Double Eleven, Liu Qihong's commercial value has no quantifiable indicator.
Previously, for Liu Qihong's plan after becoming popular, Lei Binyi, CEO of Worry-free Media, declared to the outside world: The team pays attention to the data change route in time and does a good job of content and fan accumulation. Sometimes don't be so utilitarian, and then make a long-term plan after the epidemic.
However, an insider's news revealed that Liu Ruihong has actually fully opened commercialization.
As can be seen from this screenshot, at present, Liu Ruihong's commercial cooperation is packaged and cooperated in the form of resource packages, with titles of 500w and 300w, soft implantation of 1-2 million, and short video cooperation starting from 80w... In just two months, Liu's commercial offers have exceeded 10 million.
Born in 1972, Liu Qihong is a male singer and actor in Taiwan, who once participated in Jay Chou's "Head Text D", in 2017, Liu Qihong also participated in the "Fifth Season of Where Daddy Went" with his daughter Puff, which has a certain national popularity in the hearts of netizens, but the fame is not high.
In addition to artists, "fitness" is the second label on Liu's body. Liu Ruihong himself is a fitness enthusiast, has many years of professional fitness experience, participated in "Reduce My Life" and CCTV's "Super Weight Loss King" and other fitness programs, and was once a fitness coach of "Happy Boy" for 13 years, leading players to train physical fitness, Hua Chenyu, Bai Jugang and other famous singers have been his students.
Star + fitness + Jay Chou friends, rich topics focused on Liu Qihong, laying the foundation for his communication.
Since March this year, Shanghai and some parts of the country have begun to isolate at home, and the home environment has spawned the fitness needs of netizens, coincidentally, Liu Qihong's first fitness live broadcast was on February 18 this year.
With all the conditions in place, Liu Lihong is only one successful marketing boost away from the explosion.
"Hot search physique" is Liu Qihong's ignition line, because of his good stature, Liu Qihong has been misjudged by the Douyin platform for many times, and has to "wear a down jacket to jump exercises", and the "fighting wits and courage" between the Douyin live broadcast has also made Liu Qihong frequently appear on the hot search, and truly became a phenomenon-level anchor.
Previously, Liu Ruihong did not accept commercial orders because of the rapid rise of fans, it was difficult to price, and now it is fully opened for commercialization, the reason is that Liu Ruihong's platform powder growth rate tends to be stable, and the second is that the capital behind it believes that the IP operation of "Liu Qihong" has matured.
The cooperation quotation that has been circulated is a clear signal.
Liu Ruihong wants to be the next Li Ziqi
In April this year, when Liu Qihong's fans exceeded 10 million, some netizens speculated whether he would develop live streaming and become the "next Li Jiaqi", but from the perspective of Liu Qihong's first step in commercialization, Liu Qihong did not intend to become Li Jiaqi.
In other words, he is taking a completely different path of IP monetization from Li Jiaqi.
Unlike Li Jiaqi, who relies on professional grass planting to go out of the circle, Liu Qihong walks in the MCN red man model, and his explosion is not only the accumulation of his own years of fitness experience, but also the joint efforts of the MCN institution and the Douyin platform behind him.
There are two MCN agencies behind Liu Ruihong. The cooperation on Douyin is Worry-free Media - the popularity of "Redundant and Mao Maojie, Big Wolf Dog Zheng Jianpeng couple, Spicy Dezi" and other Douyin celebrities, in the industry has a good reputation of "Thousands of Douyin Internet celebrities, worry-free media accounted for half".
Other platform cooperation outside of Douyin is Zhiwai Culture - Zhihu official MCN agency, which includes Olympic champion Lu Xiaojun and others, and Liu Qihong has signed a contract for two years.
Worry-free media is best at providing "market needs" of the person to create, CEO Lei Binyi once sent a circle of friends on April 20 to mention the vibrato fitness, outdoor, knowledge live broadcast more and more, and Liu Qihong's topic popularity and fan growth speed just reached its peak on April 20. 5 days later, the Douyin platform officially launched the "National Fitness Plan" to vigorously support fitness content.
Liu Qihong, who has just moved to Shanghai, has become the "pig standing on the wind" under the dual catalysis of the epidemic and the national sports and fitness boom.
When Liu Qihong's fans exceeded 50 million, some people asked about his commercialization actions, but at that time, both Worry-free Media and Zhiwai Culture unanimously said that Liu Qihong remained unchanged at present.
If you plan Liu's business monetization path according to the positioning of fitness bloggers, there are four conventional monetization methods: advertising, knowledge payment (publishing books, fitness course sales, etc.), live streaming and brand cooperation (or the creation of private brands).
At present, among the world's well-known fitness bloggers, the most influential and benchmarking is the German blonde fitness blogger Pamela, who has been dubbed "Devil Pamela" by netizens because of the high intensity of fitness tutorial training.
Pamela is also an MCN celebrity model, behind which is Pulse Advertising, which includes the world's richest bloggers Chiara Ferragni and Ann Kathrin Brommel.
Pamela, who was the first to eat the fitness dividend, has a relatively complete commercial closed loop. She is a brand ambassador for the well-known sports brand PUMA and has also released her own co-branded women's fitness wear under the sponsorship of PUMA.
In addition to working with well-known brands, it also has several self-created brands such as personal food brands Naturally_Pam, which have their own lingerie collections including velvet sets, romantic sets and sexy pajama sets, which have been launched at the Huntem ller flagship store in Munich.
According to Iconosquare statistics, Pamela's average fan participation rate is 4.13%, the number of fans is huge, and the loyalty is high, which further increases her commercial value. Pamela's ad on YouTube costs 200,000 euros (equivalent to 1.5 million yuan). Patch ads in front of Youtube videos alone can bring her about $13,500 a day, and it's estimated to be up to five million dollars a year.
In addition, Pamela has its own exclusive fitness app Pamstrong, which mainly provides paid lesson plans for those who love sports. In China, Pamela has chosen to partner with KEEP to launch paid courses.
According to conservative estimates, Pamela earns more than 100 million yuan per year.
If referenced from the dimension of IP incubation, the domestic plum ziqi is a typical one. Putting aside the dispute with capital, Li Ziqi is a rare successful case of transforming IP influence into a new consumer brand. After Li Ziqi became popular, he did not choose advertising endorsement or live broadcast with goods for commercialization, but chose to build his own factory in Liuzhou, from research and development, quality control to production and sales, and build a new consumer goods brand from scratch.
The similarity between Liu Qihong and Li Ziqi is that they have a huge number of fans as the cornerstone of commercial realization, and the image is positive and positive, Li Ziqi is the most beautiful representative of the national style, and Liu Qihong is a Young Taiwanese who transmits healthy positive energy.
Such a person is set up and positioned, once the negative word-of-mouth impact of the overturned car with goods is far greater than the benefit, it is better to concentrate on polishing the content and making the IP bigger and stronger. From the recent liu qihong becoming the spokesperson of the Jiuyang soybean milk brand, it can also be seen that the agency's preset of Liu Qihong's IP has never been a "net red anchor with goods".
Therefore, the previous institution's claim that Liu Qihong did not change, is not "really unchanged", but more out of the protection of Liu Qihong's IP. Perhaps in the eyes of MCN agencies, "Liu Qihong" is the most potential to become the next "Li Ziqi", and even the next "Pamela".
A new commercial machine under the tide of national fitness
Under the repeated epidemics, more and more people are aware of the importance of excellent physical fitness, especially during the epidemic control, many netizens said that "home is going crazy" and "living like a pig", and fitness has become an outlet for netizens to release physical pressure.
According to the "China Intelligent Fitness Industry Research Report" released by iResearch, China's intelligent fitness market is in a stage of rapid development, and it is expected that in 2025, the market size will exceed 82 billion yuan.
The fitness boom has not only won the popularity of fitness bloggers such as Liu Qihong, Pamela, and Saturday Wild Zoey, but also lurks in many new business opportunities.
A clear trend is that fitness is moving online, the online market share gradually exceeds the offline, and the commercial space for smart fitness equipment and supporting sports products is expanding. According to the report of Blazing Knowledge Consulting, the revenue of China's supporting sports products will be 339.38 billion yuan in 2021, and the market size is expected to be close to 800 billion yuan by 2026.
Under the linkage of the market, including supporting sports products (dumbbells, yoga mats), intelligent fitness equipment (fitness bracelets, fitness mirrors, intelligent scales), and even health food (meal replacement, nutritional supplements), somatosensory games and other fields have ushered in a wave of "small outbreaks".
In January 21, healthy eating brand Shark Fit obtained a B round of financing such as ByteDance; Picture sunglasses with smart fitness mirrors as the core obtained a $300 million B round of financing in April 21...
When more and more consumers are willing to invest more money in fitness-related, the value of the fitness track is also being revalued by institutions, and the value of Liu Qihong will be re-anchored again and again under the traction of the times.