30 million fans in 10 days
Recently, Liu Genghong has become popular all over the Internet.
The reason for the explosion is that Liu Genghong and his wife launched a set of live fat-burning aerobics for five days a week.
Now this set of aerobics has a large number of followers known as "Liu Genghong Girls" or "Liu Genghong Boys", and this "team" is still growing.
According to Cicada’s data, as of the evening of April 22, Liu Genghong’s Douyin fans had reached 36 million; in contrast, the account had less than 6 million fans on April 12; that is to say, in just ten days, The account has added more than 30 million followers.
At the same time, on April 21 alone, the number of followers of the account increased by 9.674 million.
The growth rate of fans is so amazing, no wonder many netizens ridiculed: "Escaped Li Jiaqi's live broadcast room, but failed to escape Liu Genghong's live broadcast room".
There are many similarities between the two, such as the speed of fan growth, the atmosphere of the live broadcast room, and the degree of popularity.
The market is also analyzing and speculating that Liu Genghong, who has become popular, will have a profound and significant impact on institutions, platforms, and industries like Li Jiaqi?
Who will be the biggest winner?
Who is Liu Genghong?
singer, host, actor
The live broadcast of goods did not set off too much waves
Liu Genghong, born in 1972, is a singer, host and actor.
He once participated in a popular parent-child variety show with his daughter "Little Puff", which is well known to many audiences.
But after the show's popularity has passed, Liu Genghong's attention as an artist has gradually declined in recent years.
At the end of 2021, Liu Genghong signed a contract with Wuyou Media; this brokerage company owns the top account "Big Wolf Dog Couple" with more than 50 million Douyin fans. This account mainly takes the route of husband and wife bringing goods.
Feigua data statistics, Feigua data show that from December 19, 2021 to February 17, 2022, Liu Genghong and his wife made a total of 9 live broadcasts to bring goods, and the sales of the goods were only 7.236 million yuan, and the number of fans was also 1.35 million hovering.
The effect of live broadcast delivery was not good, and Liu Genghong chose to focus on fitness content.
On February 18, 2022, Liu Genghong started his first fitness live class; within 2 hours of the live broadcast, Liu Genghong gained 247,300 views and 7,956 followers.
By the time of Liu Genghong's fifth fitness live broadcast on February 24, 2022, the number of viewers exceeded 1 million for the first time, and the number of live broadcast fans increased by 59,400.
But compared with the recent daily increase of nearly 10 million followers, these are just "small troubles".
Chengdu Business Daily-Red Star News reporter Yu Yao and Liu Mi comprehensive news
1"Unlock the traffic password
In fact, when Liu Genghong started his first fitness live broadcast on February 18, 2022, the growth of fans was not so rapid.
But since then, Liu Genghong has encountered three Oolong ban incidents, and the topic has continued to be hotly searched.
Taking a closer look at the changes in the number of Liu Genghong's fans, Douyin data shows that the surge in the number of Liu Genghong's Douyin fans appeared on April 16, when it was 8.72 million.
In the days that followed, that number rose sharply.
How Liu Genghong can thoroughly grasp the traffic password can be considered from the perspectives of content, events and marketing.
content
Wife "forced to operate" netizens say they have a sense of substitution
The reason why Liu Genghong's fitness live broadcast content is recognized by users is that, on the one hand, fitness movements basically do not require auxiliary equipment, and netizens can complete them at home, so the content threshold is relatively low.
At the same time, in the live broadcast, Liu Genghong is the image of a fitness coach who is "full of vitality but broken thoughts", shouting Li Jiaqi's "Oh my god, buy it and buy it"-style slogan - "come on, go, mermaid line, Vest line, practice "" and "let the fat around the waist go away".
In the live broadcast room, his wife is "forced to open" and "paved". The contrast of "one strong and one weak" is very strong. Netizens also expressed a sense of substitution, saying that Liu Genghong's wife is like exercising at this time. This makes the live broadcast room full of "joy".
event
Dramatic response to the "Oolong" incident
Rush to the hot search to attract traffic
In Liu Genghong's live broadcast room, there have been many "Oolong" incidents.
On April 6, during the live broadcast, Liu Genghong was suddenly judged to be "improperly dressed" by the official, and the system forcibly discontinued the broadcast.
The next day, Liu Genghong and his wife started live teaching in a down jacket.
This dramatic way of handling made Liu Genghong quickly appear on Weibo's hot search, and more and more people who eat melons are also sharing relevant content in such nonsensical incidents, or directly rushing into Liu Genghong's live broadcast room to complete the first A breakout spread.
Then, as Jay Chou's good friend, Liu Genghong created the Compendium of Materia Medica aerobics based on Jay Chou's classic song "Compendium of Materia Medica", and because the melody is familiar and the movements are simple and easy to use, he was at the forefront of the Douyin challenge list, triggering a new round of the whole network again. Copycat craze.
Whether it is the ironic "embarrassment scene" or the imitation trend of brainwashing of the Divine Comedy, these "hot events" began to spread and ferment on the Internet, and they continued to rush to the list of various platforms.
Marketing
Video platforms have long been eyeing the cake of online fitness
Liu Genghong's explosion is inseparable from the help of his team and the Douyin platform, where the content distribution of the platform is crucial.
First of all, the algorithm mechanism of Douyin itself attaches great importance to the creation of popular content, which is why the head accounts of the Douyin platform are relatively concentrated.
Secondly, in fact, Douyin and other video platforms have long been eyeing the cake of online fitness.
During the epidemic in 2020, Douyin launched the "Douyin Gym" campaign, and Kuaishou launched the "Living Room Gym".
Therefore, for Douyin, Liu Genghong belongs to the high-quality content creator of the subdivided track that the platform values very much, and it is of great significance for the platform to snatch user time and open up market space; this is also the same as "Classmate Zhang" who was once popular on the whole network.
In general, high-quality content + typical events + traffic inclination, linked together, made Liu Genghong's fitness live broadcast class completely exploded in the near future.
2" Who is the biggest winner
After Liu Genghong completely mastered the traffic password, he also has the ability to realize cash, so there are many people who speculate on his subsequent business route.
For head live fitness bloggers, there are various ways to monetize.
For example, hanging product links, live streaming, brand promotion, selling courses, and building their own brands are all their traffic monetization methods.
According to the data of Cicada's mother, Liu Genghong's Douyin account has not yet had any commercial activities after he broke out of the circle.
Liu Genghong's agent also said before: "Fitness live broadcast is a good way, and we are still exploring the specific business model."
Agency / "What we want is not his live broadcast revenue"
At present, Liu Genghong's live broadcast room income mainly comes from live broadcast rewards.
According to "Chinese Entrepreneur", on April 10, after Liu Genghong's live broadcast ended, he harvested 260,000 sound waves, and on April 19, he harvested 2.4 million sound waves.
After the exchange, the corresponding income of Liu Genghong's live broadcast room on the day was 26,000 yuan and 240,000 yuan respectively.
According to a Wuyou Media employee, the average anchor's reward has to be divided into two times. Douyin and the anchor are divided into 50 to 50%. After the division, the anchor and Wuyou Media will be divided into 40 to 60 percent. "But this is not a fixed ratio. , the big anchor's share ratio can be discussed by himself." The employee also said that the company has also spent a lot of resources and energy to promote Liu Genghong on various platforms, "but the company does not want his live broadcast revenue now, and has other plans."
In fact, after Liu Genghong became popular, netizens were speculating whether Liu Genghong would return to the old way of bringing goods through live broadcasts. After all, he has accumulated considerable popularity by virtue of live broadcast fitness.
However, some industry observers told reporters, "Liu Genghong tried to bring goods in the water before, and the response was poor. Therefore, he should not bring goods hard in the follow-up, and may take the form of video explanations and small yellow carts for goods."
Platform/ Still promoting more "Liu Genghong"
Liu Genghong's popularity is also inseparable from the blessing of Douyin.
To be precise, the relationship between Liu Genghong and Douyin is somewhat similar to the relationship between Li Jiaqi and Taobao Live. It is difficult to say who has achieved who, but more of mutual boosting and each taking what they need.
At present, due to Liu Genghong's popularity, Douyin has stood out in the category of sports and fitness.
In the past month, in the Douyin sports and fitness category, the growth of many anchor fans has accelerated.
According to statistics, "Mao Ning's Counterattack", which has 6.68 million fans, has gained less than 30,000 fans from January 21 to the end of March, and has gained 2.11 million fans in the past 30 days; another example is the existing fans of only 1.63 million. The waist anchor "Qiyue Body Aerobic Exercise", more than half of the fans have risen in the past month.
This is what Douyin hopes to see. Sports and fitness is a category that Douyin focuses on supporting.
In December 2021, Douyin launched the short video fitness action "DOU Action Plan", calling on individuals and institutions with the ability to create sports content to create and publish sports videos based on Douyin to record fitness routines.
In April 2022, Douyin Live launched the "Let's Stay Home Together" series, which coincides with the time when Liu Genghong became popular.
According to data provided by Douyin, as of December 2021, the number of sports and fitness creators with more than 10,000 fans exceeded 60,000.
In 2021, the number of Douyin sports and fitness videos will increase by 134% year-on-year, and the number of creators will increase by 39% year-on-year; fitness anchors will increase their followers by 208% year-on-year, and live broadcast revenue will increase by 141% year-on-year.
Of course, Douyin is not the only platform that exerts its strength in the sports and fitness category.
In the early days of the outbreak, cloud fitness had a short-lived glory.
For example, Kuaishou launched the “Living Room Gym”. At Station B, fitness videos have been played more than 600 million times, and the number of related notes released by Xiaohongshu has increased by about 2 times.
Of course, there are also vertical communities such as Keep, which have been making continuous efforts to broadcast fitness live broadcasts.
In the second half of 2020, Keep launched live classes and invested heavily, launching live classes covering yoga, training, gymnastics, cycling and other categories, and covering almost all hours of the day.
In August 2020, Keep cooperated with Pamela, a fitness expert known as "human AI".
According to the data provided by Keep, at present, Pamela also has over 10 million followers on the Keep station, and 27.91 million monthly follower visits.
Is the industry/opportunity finally here?
Obviously, Liu Genghong's popularity on Douyin touched Keep more.
Because in comparison, the popularity of live fitness or cloud fitness tracks is more practical for vertical communities like Keep.
Haidong, a senior researcher at the Keep Sports Research Institute, said in an interview with reporters that in recent years, many content platforms have begun to expand the content of fitness categories, which shows that the public's sports needs and the value of fitness content are being valued.
Although Liu Genghong is very popular on the Douyin platform, Keep is very happy to see this phenomenon. This is an opportunity for Keep and an opportunity for the industry.
China's fitness market is still a blue ocean.
According to the CIC report, China's fitness population in 2021 will be 300 million, ranking first in the world.
However, the average annual expenditure of Chinese fitness people in 2021 is 2,596 yuan, far lower than the 14,268 yuan in the United States.
The reason why cloud fitness was short-lived in the early days of the epidemic was because the platform did not solve the problems of user stickiness and business realization.
As for the former, compared to shopping in the live broadcast room, exercising in the live broadcast room naturally does not bring psychological and physical pleasure, which makes it very difficult to compete for "user self-disciplined traffic", requiring the platform to make exercise more attractive.
Liu Genghong's popularity actually "played a pattern".
As for the latter, the current method is still relatively simple.
Content platforms rely more on bringing goods and rewards, and fitness communities rely more on members. How to enrich the monetization path is the key to whether the platform community can grasp this round of dividends.
"Regardless of whether the 'Liu Genghong phenomenon' will be short-lived, national fitness is destined to be a deterministic, long-term trend. To undertake this long-term trend, products and services that truly focus on user needs and help achieve a better user experience must be ." Haidong said.