"Today, have you "Compendium of Materia Medica"?" Recently, Liu Genghong has become a "top streamer" in the fitness industry, and his fitness "battle song" "Compendium of Materia Medica" has also become famous all over the Internet.
With the impact of the epidemic and more and more people paying attention to body management, live broadcasts and short videos teaching netizens how to exercise have also ushered in a new wave of traffic.
However, the new fitness model also faces many challenges, such as blind training and easy injury, and the difficulty of guaranteeing the effect of online fitness.
Phenomenon
Short video has become a new "venue" for fitness
"The fat around the waist is smashed, I want the mermaid line and the vest line..." At 7:30 pm, put on a yoga mat and put on sports clothes, Liu Xin accompanied by the dynamic music and the slogan of "magic", Dou Da Sweat dripped down her cheeks.
Liu Xin has been practicing with her for two weeks. Although she hasn't lost much weight, she feels that her body lines look better and her mental state has improved a lot.
"The live broadcast room is very happy and the atmosphere is super good. The movements are not too difficult, and you can practice at home, which is very convenient." Liu Xin admitted that she had never hired a coach or followed the live broadcast before to exercise, and Liu Genghong's live broadcast time happened to be when she got off work. back.
She followed the practice for a few days and found that although exercising and fitness is strenuous, it can bring her continuous satisfaction.
Many netizens who follow Liu Genghong's fitness call themselves "Liu Genghong Girl" and "Liu Genghong Boy", and often call Coach Liu to "correct homework online". Liu Genghong's fitness live broadcast has also become a hot topic at the moment.
According to the data, Liu Genghong conducted a live broadcast on Douyin for 1 hour and 53 minutes on April 24, with a cumulative number of viewers reaching 48.8308 million, a peak online number of 4.1194 million, and 226 million likes.
As of April 25, Liu Genghong had 45.0508 million Douyin followers, while on April 15, his number of followers was only 7.8601 million.
In just 10 days, the number of fans has increased by nearly 40 million.
Not only Liu Genghong's fitness live broadcast, but also the sports atmosphere of the short video platform is getting stronger and stronger.
Many fitness enthusiasts, professional athletes, and sports organizations present popular sports such as fitness, basketball, running, and football, as well as "niche" sports such as skateboarding and equestrian, through various forms such as fitness check-in, science knowledge sharing, and plot interpretation.
Awkward
Blindly following the trend is easy to get hurt
Although the content of fitness live broadcasts and short videos is getting richer and richer, netizens have tried for a while but found that not all fitness is suitable for online learning.
For example, after blindly following the trend, you may be injured if the movements are not in place; the coach and the user are separated from the screen, lacking one-on-one supervision, and the effect is not satisfactory.
In addition, the uneven level of online fitness coaches and the lack of supervision have also caused public concerns.
"I can't lose if others jump!" Seeing that more and more people around him joined Liu Genghong's fitness army, the fat Hu Xiao couldn't sit still.
Unexpectedly, after just 20 minutes, Hu Xiao's expression changed from a hundred times of confidence to gnashing of teeth, and her movements gradually lag and out of shape. Her family ridiculed her for dancing like a "bumpy moth", but she still insisted on dancing for an hour and a half. .
There was nothing unusual about the knee just after the jump. Who knew that the next day, Hu Xiao's knee became more and more swollen, and it hurt as soon as he walked.
"I was immersed in the joy of fitness and weight loss the day before, but I didn't expect to become an 'injured girl' just one day after training." Hu Xiao said regretfully, "Exercise should not be rushed, especially for someone like me who has no foundation in exercise and is overweight. The knee itself bears a lot of weight, coupled with irregular movements, it is easy to get injured.”
On April 21, the topic of "Liu Genghong's fat burning exercise, don't practice indiscriminately" rushed to the hot search on Weibo, and the number of topic reads exceeded 1.06 billion.
Liu Genghong also released a video to remind everyone to "step by step and do what you can."
"Any training or exercise is not universal. Like Liu Genghong's popular 'shuttlecock exercise', it requires the hip joint and knee joint to exert force at the same time. Joint meniscus and hip injuries," said Chen Bowen, a vocational rehabilitation specialist who used to work in the rehabilitation department of the Sports Hospital of the General Administration of Sports.
Chen Bowen reminded that the intensity and frequency of exercise should also match the individual.
There are many netizens who have no sports foundation and belong to follow-the-fashion training, which is likely to cause excessive exercise and increase the burden on joints and muscles.
In addition, after short-term high-load exercise, the body's immunity may decline, and the probability of cold and fever will also increase.
experience
Anchor qualifications are mixed
"I'm so tired, I can't keep up, I'm still sore the next day." Hou Limeng just practiced with the live broadcast, and then retreated.
"I am separated from the coach by the screen, and I don't know whether the movements are standard or not. It is difficult for someone with weak willpower like me to stick to it."
Ding Dong, head of the private education department of a well-known chain fitness brand, said that following online fitness can only be "drawing a scoop", such as whether the concentric and eccentric contractions of muscles during exercise are standardized, whether each joint is hyperextensive and locked, Whether the breathing pattern is correct, the coach cannot assess.
Ding Dong introduced that in addition to the standardization of movements, physical and mental fatigue and inertia are also obstacles that are difficult for students to overcome.
Offline fitness coaches will make an overall plan according to each person's physical condition and needs. They will not only supervise the training of the students, but also supervise their daily diet and living habits, so as to maximize the fitness effect.
In addition, Ding Dong believes that online fitness teaching is more mixed than offline, and some live broadcast rooms will only think about how to attract attention in order to pursue traffic.
For people with real fitness goals, online fitness is not the first choice.
The reporter browsed the short video APP and found that the fitness anchors on the platform are numerous and complex, and their professionalism is difficult to identify.
In the introduction of many fitness anchors with more than one million fans, they only wrote things such as "8 years of sports and fat loss experience", "a 52-year-old big sister who loves to exercise", and "from 135 pounds to a 100-pound second-born mother" Wait, there is no mention of professional qualifications, but there are many netizens who practice with them.
Does the fitness live broadcast lack qualification "threshold"?
The reporter asked the customer service of a short video platform, what are the requirements for opening a fitness live account?
The customer service staff said that real-name authentication is required, and the live broadcast content and words and deeds can be broadcast normally if they comply with the live broadcast code of conduct.
observe
How does cloud fitness make money
Riding the express train of short videos and live broadcasts, fitness has become a popular content on the Internet, and both fitness live broadcasts and short videos ultimately hope to achieve the purpose of monetization.
According to Liu Xingliang, Dean of the DCCI Internet Research Institute, there are two main ways of monetizing fitness anchors. On the one hand, the profit model of the live short video itself, including platform traffic sharing, live broadcast rewards, and delivery of goods, on the other hand, It is a monetization model in the fitness field, such as paying for knowledge and draining offline gyms.
The Douyin Sports Fitness Report shows that in 2021, the live broadcast revenue of fitness anchors will increase by 141% year-on-year.
Many fitness anchors with millions or even tens of millions will bring goods during the live broadcast.
When the intense fitness exercise is over, the "steppers" that the anchors step on and the "yoga pants" they wear will arouse many people's desire to buy.
According to the new data, a "yoga teacher" with 13.801 million fans has a total of 4 products on the live broadcast on April 23, with 536,900 views, and an estimated sales volume of 2,328 pieces. 204,600 yuan.
In another anchor's Douyin recommended window, there are 16 items, including fitness shoes and clothing, food and beverages, equipment, etc. One of the beverages with a unit price of 99 yuan has sold 45,000 items.
Advertising is also an important source of income for fitness anchors.
Take a sports and fitness anchor with 694,000 fans on Xiaohongshu as an example. According to Xinhong data, the anchor cooperates with 18 brands, most of which are health and wellness. Yuan.
Many anchors also rely on their professional fitness background to sell a series of online video courses in the live broadcast or short video interface.
Or use new media channels to promote, open up online and offline consumption channels, attract members to the store to experience, and divert traffic to offline gyms, and fitness anchors themselves are "spokespersons" launched by offline weight loss training camps.
View
Industry norms need to be strengthened
After the hustle and bustle, where should the new fitness model go?
Regarding the embarrassment that the actual effect of "cloud fitness" is difficult to guarantee, the famous economist Song Qinghui believes that it is necessary to strengthen the regulation and supervision of the "cloud fitness" industry, and it is urgent to formulate industry access standards and establish a perfect online and offline fitness standard system.
Liu Xingliang, president of the DCCI Internet Research Institute, suggested that the industry should define fitness behaviors on the Internet, and distinguish between profit-making fitness videos and fitness videos that are only shared by interest.
Strengthen the supervision of paid live broadcast courses, and restrict the behavior of fitness delivery in accordance with the relevant laws and regulations of live broadcast delivery.
How to improve user experience?
Liu Xingliang suggested that users need to understand basic fitness knowledge, identify the qualification level of fitness anchors, and judge whether the fitness intensity is suitable for them before "following training" online.
Don't "superstitute" someone or a certain platform, do fitness exercises in an appropriate amount scientifically and step by step, and be responsible for your own body.
Song Qinghui believes that in order for customers to have a good experience, continuous optimization and innovation are required, both in terms of live broadcast content and services.
In addition, for most people, it is difficult to discipline and persevere without face-to-face guidance when exercising.
There are individual fitness institutions that have done well and are actively exploring one-to-one private live broadcasts. On the one hand, this move avoids the public live broadcast platform and provides better customer experience. On the other hand, it helps to explore new profits that are more in line with the current situation. model.
Our reporter Shi Yue