In 7 days, the number of fans on the entire platform has skyrocketed by 26.86 million!

Liu Genghong was on fire, and the fire was so fast that it was unexpected.

  Some people call Liu Genghong another Li Jiaqi, and jokingly call the two a "money-killing" combination.

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?

Agency: "What we want is not his live broadcast revenue"

  On April 20, Liu Genghong's Douyin fans exceeded 20 million, and he specially recorded a video to thank the fans.

But just two days later, on the evening of April 22, the number of Liu Genghong's Douyin fans exceeded 36 million.

"Liu Genghong" is also one of the most popular live broadcast rooms on Douyin recently.

According to Cicada's data, in the past 30 days, Liu Genghong's live broadcast has accumulated more than 100 million views, and a single live broadcast has reached 44.76 million views.

This is the latest record of Douyin Live in 2022.

  What is even more rare is that Liu Genghong created the "Liu Genghong phenomenon".

On the Internet, there is a large group of followers known as "Liu Genghong Girls". They not only dance with 50-year-old Liu Genghong, but also share their own dance exercises on social media, looking forward to Liu Genghong's "approval of homework" for them .

  There are many summaries of the reasons for Liu Genghong's rapid popularity.

For example, Liu Genghong does a fitness live broadcast, which is both friendly and professional.

Unlike other fitness bloggers, Liu Genghong will bring his wife and even his mother-in-law to train with him during the live broadcast.

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 "the fat around the waist let it go", and his wife is a "forced business" image, which resonated with many onlookers and found a sense of belonging.

  Source: Liu Genghong Weibo

  In addition, Liu Genghong's training is also professional enough.

He will keep explaining the essentials of each movement, prompting the standard of the movement, and decomposing the parts trained by each movement.

Especially with the self-created "Compendium of Materia Medica" version of shuttlecock exercises, many netizens shouted: "I want to dance together with music!" "I feel like they can lose weight just by watching them dance!"

  Liu Genghong has many labels, such as host, actor, singer, etc. He also has 30 years of fitness experience.

According to public reports, Liu Genghong has entered Douyin in 2018 and will sign with Wuyou Media in 2021.

Worry-free Media is one of the top ten MCNs in China. The big wolf dog Zheng Jianpeng & Yanzhen couple, Dudu and Mao Mao are all their signature celebrities.

  After signing the contract, Liu Genghong tried the "husband and wife bringing goods" model, but it did not receive much attention.

According to Feigua data, 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 hovering at 1.35 million.

  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, the new 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 following days, this number rose rapidly. Based on the 35.27 million on April 22, the number of Liu Genghong's Douyin fans increased by 3.79 million daily on average in the past week, and the number of fans on the entire platform increased by 26.86 million.

  Source of the trend graph of Liu Genghong's fans: new data

  At present, Liu Genghong's live broadcast room does not bring goods, and the 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 the Sino-Singapore Jingwei reporter, "Liu Genghong tried to bring goods in the water before, and the response was poor. Therefore, he should not bring goods hard in the future, and may take the form of video explanations and small yellow carts for goods. "

Platform: The goal is to incubate 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, and more is to use each other and get 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.

  At the moment, Douyin's goal is the same as Taobao Live's desire to incubate more "Medium Li Jiaqi" and "Small Li Jiaqi" - to incubate more "Liu Genghong".

  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.

Industry: Is the 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 a reporter from Sino-Singapore Jingwei 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.

(Sino-Singapore Jingwei Chang Tao)

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