"Ready! Kicks! GO！ "Simple! Happy! Happy! Kick forward together" In recent times, as long as you open the short video website, it is easy to brush the Liu Qihong jumping video that the system automatically pushes. At the same time as his network exploded (30 million fans rose in 10 days), the news of the injuries of "Liu Qihong Boy" and "Liu Qihong Girl" also continued to appear.
Changsha woman and Liu Qihong after the jump exercise of armpit ulceration, a number of girls with Liu Qihong after the jump exercise of the yellow body rupture, Wuhan man and Liu Qihong after the jump exercise of the intervertebral disc herniation, Xiangyang man and Liu Qihong after the jump exercise of meniscus injury... After harvesting wave after wave of boom, "anti-phagocytosis" followed, and a variety of sports injury cases made Liu Qihong, a phenomenon-level new Internet celebrity, frequently "lie guns".
In fact, Liu Qihong was able to become popular in a short period of time, and he is closely related to the MCN (Internet celebrity incubator) worry-free media behind him. On the afternoon of May 9, the upstream reporter interviewed the relevant person in charge of a Chongqing MCN institution, and he interpreted Liu Ruihong's series of phenomena.
Liu Qihong has nearly 64 million followers Image source: screenshot
Frequently injured "Liu Qihong boys and girls"
Although Liu Ruihong will remind the majority of netizens to do what they can when he is live-streaming the exercises, driven by his dynamic music and rhythmic passwords, whether it is "Liu Qihong Boy" or "Liu Qihong Girl" some people have unfortunately been injured, and upstream news reporters have found many cases:
On April 21, a woman in Beijing danced with Liu Qihong for only three minutes, and her back pain was unbearable, and then diagnosed by doctors as psoas muscle strain; also on April 21, Xiao Tang, a 25-year-old man in Wuhan, jumped with Liu Qihong for a week, resulting in pain and numbness in his waist and legs, and was diagnosed as a herniated disc by the Fourth Hospital of Wuhan.
On April 22, Hangzhou girl Wang Wang (pseudonym) danced with Liu Qihong for five minutes and her feet swollen like steamed buns, and was later diagnosed with "ankle sprains" at the Hangzhou First People's Hospital.
On April 23, Ms. Huang (pseudonym) from Zhangpu County, Fujian Province, jumped after less than two minutes of video and became unwell, and was admitted to the emergency department of Zhangpu County Hospital of Traditional Chinese Medicine in Zhangzhou City at 2 a.m. After emergency surgery, the diagnosis was confirmed as ruptured bleeding from the luteum of the left ovary. The same situation has subsequently occurred in Wuhan, Hubei Province, and Taizhou, Zhejiang, where the corpus body rupture after these exercises is made by young women aged 24 and 25.
On April 28, Mr. Zhou, a 42-year-old man from Xiangyang, danced with Liu Qihong and swollen his right knee after a few days of "Materia Medica", and was diagnosed by the Department of Sports Medicine of Xiangyang Traditional Chinese Medicine Hospital as a meniscus and ligament injury, accompanied by a knee cavity effusion.
On April 30, Xiao Liu, a changsha woman, danced with Liu Qihong for a week, did not take a bath in time, and as a result, her armpits were ulcerated, painful and itchy, and she was diagnosed with mesocardia by the dermatology department of Changsha Third Hospital.
During the May Day holiday this year, a 22-year-old woman in Hangzhou followed Liu Genhong to jump the shuttlecock exercise, and as a result, on May 4, she found that she saw things blurred and was diagnosed by the hospital as retinal hemorrhage.
On May 6, Xiao Chen, a 20-year-old girl in Hangzhou, followed Liu Qihong to exercise for seven or eight days, and she had severe abdominal pain and vomiting. After the emergency department of the First People's Hospital of Hangzhou, due to the violent jumping movement, a cyst with a diameter of 8 cm in her right ovary was twisted at 360 degrees, and the ovaries were almost cut off... It seems that netizens who do not measure up to follow Liu Qihong's jumping exercise have no small safety hazards.
Chinese Diving Team Former Team Doctor Interpretation of "Liu Qihong-style Training"
"Materia Medica Gang Zi Exercise", "Dragon Fist", "Grassland Shoulder Shaking Exercise", why do these seemingly simple actions cause a lot of physical damage?
In order to answer this question, the upstream reporter interviewed Lin Sheng, a former team doctor of the Chinese diving team and an expert in sports medicine. He said: "The coach of the Chongqing diving team also organized a small team member to follow Liu Qihong's jumping exercises, which is very helpful for training athletes' physical fitness and coordination. I also followed these sets of movements, and found that his series of jump exercises are all full-body exercises based on aerobic energy consumption, and long-term persistence should be a good way to exercise, but these movements are more professional and not something that ordinary people can bear. ”
In order to let the reporter have a more intuitive feeling, Lin Sheng gave an example: "Liu Qihong's movement range is relatively large, his training intensity and training volume are larger, and he also requires high physical coordination." It's the same as the familiar Bobby Jump (also known as Stand-Ups), which seems to be simple — quickly leaning down, touching the ground with your whole body, supporting your hands on either side of your chest, tightening your armpits, pushing your body off the ground quickly, your legs quickly closing forward, your body jumping, and your hands high-fived over your head. But people who lack exercise really do bobby jumps continuously, and after a while, their hearts will be faster and they will be out of breath. ”
For Liu Qihong's series of jump exercises, Lin Sheng said: "Everyone should not practice with the trend of the brain, but should start from the basic warm-up, learn the jump exercise step by step, and then increase the intensity after the muscle function reaches the requirements." ”
Lin Sheng's point of view has also been endorsed by Mr. Zhang, a personal trainer at a health club in Chongqing, who frankly said: "Online live fitness learning is more suitable for theoretical or guided courses, and is not suitable for blind practice." Jumping with the wind is the same as running with the wind in the past, and there are certain dangers. The action is biased, and the online anchor cannot correct it in person, which is easy to cause physical damage in the long run. ”
Liu Qihong matrix account powder situation Source: Cicada mother data
There is a strong pusher behind "going against the trend"
From April 22, the first wave of #Liu Qihong girls have been injured # has become a hot topic of discussion on Weibo, and the news about following Liu Qihong's jumping exercise injuries has been constantly brushing the screen, but this has not affected Liu Qihong's heat.
The upstream news reporter checked the cicada mother data (reporter's note: cicada mother data is a douyin live broadcast, short video data analysis platform), on April 10, Liu Qihong's fans were only 4.929 million, but as his jumping exercise swept the whole network, fans have been in a state of steady rise: April 17 fans exceeded 10 million (10.3 million), april 23 fans exceeded 40 million (41.661 million), and the total number of fans exceeded 60 million (60.37 million) on May 3.
Among them, April 21 rose the most, with a daily increase of 9.674 million fans; since then, the speed of powder has been in a state of decline, but even so, on May 9, it still rose by 113,000 fans, bringing the total number of fans to 64.074 million.
If it is an ordinary Internet celebrity, there is negative content, it has long been "cool", why is Liu Ruihong still hot? On the afternoon of May 9, the upstream reporter made a special trip to a Chongqing MCN institution in Jiangbei District (reporter's note: the full name of the MCN institution is Multi-Channel Network, which means internet celebrity incubation center), and the head of the agency, Liu Yang (pseudonym), explained the reason: "First of all, after the normalization of the epidemic management, in 2020, the General Office of the State Council issued the "Opinions on Strengthening the Construction of National Fitness Venues and Facilities and Developing Mass Sports", which clearly put forward the 'promotion of Internet + fitness',' Promote home fitness', 'encourage sports stars and other sports professional and technical personnel to participate in fitness live broadcast activities', Douyin, Kuaishou, B station, Douyu and other live broadcast platforms, are taking the initiative to create a fitness live broadcast, Liu Qihong just took advantage of the East Wind; secondly, Liu Qihong signed a contract with Worry-free Media in December last year, Worry-free Media is a head MCN organization, creating Zheng Jianpeng & Yan Zhen couple, Redundant and Mao Maojie, Spicy Dezi, Liu Siyao Nice and other famous anchors, so there can be enough experience and capital to pave the way for Liu Qihong's popularity. ”
Liu Ruihong powder analysis Source: Cicada mother data
How much energy does a head MCN mechanism really have? Liu Yang described it with huge energy: "MCN institutions themselves come from the mature economic operation system of internet celebrities abroad, with strong support from the capital side, which can not only ensure the continuous output of the content of its artists, but also replace the artists to cooperate with external brands or resource parties to achieve stable commercial realization." Liu Qihong's live broadcast platform is Douyin, Worry-free Media is the whitelist user of Douyin, Liu Qihong as a signed artist will not be restricted (ordinary bloggers will be restricted); secondly, Worry-free Media also has millions of traffic coupons provided by Douyin, which can automatically recommend and drain Liu Qihong, so that many users who do not pay attention to him can also brush his live broadcast, usually this traffic needs to be purchased with money, and the price is not cheap (100 yuan 5000 traffic); finally, Worry-free Media and his media matrix, Use your own numbers to help drain the flow. ”
A Liu Qihong's new Douyin matrix number reached more than 8 million fans in 6 days Image source: screenshot
As a confirmation, on May 3, Worry-free Media launched "Liu Qihong Fat Oil Click", which mainly includes videos of Liu Qihong's fitness, and the result was 8.227 million fans in just 6 days, which greatly exceeded many hard-working media accounts, and its huge energy was breathtaking.
In response to the injury caused by some netizens following Liu Qihong's jumping exercises, Liu Yang said: "The state only has strict regulations on live streaming with goods, live fitness itself is an emerging project, I specifically used the MCN agency's creative service platform to search for Liu Qihong today, and found that he was actually not in the sports category, so which way should live fitness be used to constrain, it is still unknown." From the perspective of industry practitioners, I think he can add a physical assessment prompt to the live broadcast, let his fans first go to the gym and other institutions to evaluate the body, and then prompt him to do what kind of physical standards he needs to meet to do the action, so that the proportion of injuries can be greatly reduced. ”
Upstream News reporter Zhao Yingji