Zhongxin Finance, May 2 (Reporter Song Yusheng) "Swing your arms and raise your legs! The fat on the waist is smashed!"

  In the past two weeks, Liu Genghong has become the "top stream" on the Chinese Internet.

Countless people followed his fitness live broadcast and danced the shuttlecock.

  What is the "magic" of Liu Genghong?

What changes has his popularity brought?

The reporter has conducted multiple interviews recently.

Douyin screenshot

In half a month, the number of fans has exceeded 50 million

  Liu Genghong's popularity begins with the live broadcast of "Oolong".

  On April 6, Liu Genghong was judged to be "improperly dressed" during the live broadcast and forcibly discontinued the broadcast.

The next day, he simply wore a down jacket to live-stream fitness.

As a result, this move went directly to the hot search list.

Weibo screenshot

  Then, Liu Genghong's aerobics based on Jay Chou's song "Compendium of Materia Medica" made it to the Douyin Challenge List.

Familiar melody and uncomplicated movements make more and more people join the ranks of dance gymnastics.

  On the same screen, the image of Liu Genghong's wife being "forced to operate" in the live broadcast room is considered to be very similar to a netizen who is "tired and paralyzed" during the warm-up exercise.

The dramatic effect has made the topic of its fitness live broadcast continue to heat up.

Screenshot of heat wave data

  Heatwave data shows that throughout April, Liu Genghong's fans increased by more than 50 million, and the one-day increase in fans reached 10.166 million.

A short video of Shuttlecock Exercises released on April 22 has an astonishing 105 million views.

  At the same time, a large group of "Liu Genghong girls" followed the live broadcast every day and shared their own dance videos on social media.

Sometimes, Liu Genghong will comment on the video, like a fitness coach who earnestly "approves homework".

  During this period, Liu Genghong has been on the hot search list of various social media, and the most recent hot search is that the trademark "Liu Genghong" was squatted by many parties, and Liu Genghong's hot yoga mat.

Its popularity is evident.

  Why is Liu Genghong so popular?

  Different people may give different answers.

But what is certain is that Liu Genghong's popularity was not all smooth sailing.

  Liu Genghong, who is nearly 50 years old this year, has multiple identities, including singer, creator, host, actor...

  In addition to these identities, Liu Genghong has been focusing on fitness all year round.

As a friend, he once worked with the team to tailor a fitness plan for Jay Chou.

  In December last year, Liu Genghong signed a contract with MCN's worry-free media.

Lei Binyi, founder and CEO of Wuyou Media, told reporters that the company initially positioned Liu Genghong's short account to present his family life, and later tried live broadcasts for a while.

  But in the end, what made Liu Genghong "top-notch" was his fitness.

  "He debuted early as an artist, and at the same time focused on fitness. He has been a star fitness coach for more than 30 years. So he is very professional in the field of fitness." In Lei Binyi's view, this time it became popular, Liu Genghong's own Accumulation is indispensable.

Weibo screenshot

  In addition, Lei Binyi also mentioned two factors, the enthusiasm for national fitness and the epidemic, in an interview with a reporter from China News and Finance.

  The Douyin Sports and Fitness Report, released in March this year, used data to prove the public's enthusiasm for fitness.

The report shows that 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 fans by 208% year-on-year, and live broadcast revenue will increase by 141% year-on-year.

  At the same time, the current round of the epidemic in China has caused many people to start living at home.

Lei Binyi said frankly that in this case, Liu Genghong's fitness live broadcast has indeed become a way for everyone to entertain and exercise.

What has Liu Genghong changed?

  "Liu Genghong's popularity shows that the national fitness awareness and demand have been stimulated, and it also makes everyone realize the value of fitness content."

  According to Hai Dong, a senior researcher at the Keep Sports Research Institute, Liu Genghong's popularity "must be a good thing" for the sports and fitness industry.

  Liu Genghong himself also said in an interview that he hopes to share his fitness concept through live broadcast, use his professional knowledge to teach everyone the correct fitness method, and form good living habits.

  It is worth noting that in the fitness movements performed by Liu Genghong in the fitness live broadcast, there are very few auxiliary equipment.

This allows most netizens to do it at home.

A "Liu Genghong girl" said on social media that it was a real profit to get the same "private education" instruction from Jay Chou.

  From this perspective, the popularity of fitness live broadcasts actually lowers the fitness threshold.

Screenshot of Douyin App WeChat Official Account

  Haidong told reporters that due to the impact of the epidemic, a large number of fitness coaches have started live sports broadcasts one after another, forming a supply side.

At the same time, the epidemic has stimulated people's attention and health awareness, and people have begun to realize the importance of fitness, which has also stimulated the enthusiasm and motivation of users to exercise anytime, anywhere.

  He believes that previously people's awareness of fitness was stuck in "gyms" and minority groups.

However, the act of exercise and fitness itself should belong to the public and can be carried out anytime, anywhere.

When sports-related products and services are sufficient to meet the needs of users, fitness can go out of the gym and become a more "accessible" behavior and even a way of life.

  "When sports and fitness go from the gym to the living room of every household, it means that the era of national fitness has really come." He said.

(Finish)