The new round of COVID-19 across the country has kept many people at home, and artist Liu Genghong's fitness live broadcast just came into the public eye at this time.
For more than two months, Liu Genghong has conducted a fitness live broadcast every 1.3 days on average.
On the evening of April 21, 2022, Liu Genghong's live broadcast had more than 56 million viewers and 3.33 million followers.
As of press time, the number of Liu Genghong's Douyin fans has reached nearly 60 million.
Liu Genghong, who is about to turn 50 years old, has successfully transformed from a star artist to a "phenomenal" anchor.
Driven by it, the fitness content of short video platforms such as Douyin has risen rapidly, and more and more fitness Internet celebrities have successfully broken out of the circle and appeared in the public eye.
What factors led to "Liu Genghong fever"?
Is Liu Genghong's fitness live broadcast suitable for the public?
After the explosion, what direction will Liu Genghong develop in?
In the few parties in this issue, fitness expert Belle, sports commentator Damai, financial reporter Jack, entertainment reporter Erqiu and Carp had a chat.
Why is Liu Genghong so popular with so many fitness coaches?
Li: I am a little surprised that Liu Genghong's fitness live broadcast has become so popular in just over two months.
Did you jump along, how did you feel?
Bei: Liu Genghong's aerobics is quite tiring for beginners. It is easy to increase lung capacity and heart rate. Even though it is just a dynamic melody with simple movements, it is actually a slow-to-pulse process.
Liu Genghong’s fitness live broadcast has become so popular, I think it has something to do with its form: it is very suitable for office workers. If people feel tired sitting in front of the computer, they can go to the corridor and put up their mobile phones, and spend ten minutes dancing. Hold.
Li: Why do you think Liu Genghong became so popular in just two months?
Ball: I think one of the reasons is that Liu Genghong's aerobics are easier to learn, and "Compendium of Materia Medica" is very rhythmic, and we are all familiar with it.
Jie: In my opinion, the explosion of Liu Genghong's live broadcast is inseparable from the previous fan base.
In the past, everyone knew him as "Jay Chou's good friend". In 2017, after he took his daughter Xiaobao to "Where Are We Going, Dad", he raised his popularity to a new level.
Of course, the explosion of Liu Genghong this time has something to do with the general environment. This wave of epidemic has greatly increased the time at home of many people across the country. The market for fitness live broadcasts and people's needs for fitness have rapidly accumulated during this period of time. .
Liu Genghong just caught the wind.
Mai: Analyzing the explosion of Liu Genghong's live broadcast, there is an opportunity that is worth scrutinizing.
Short video platforms have been looking for growth points of content. Douyin used to focus on live streaming, but before this wave of epidemics, the content of live streaming has declined considerably due to various reasons.
What is the new growth point, the platform is also exploring a little bit.
After the outbreak of the epidemic, due to the increase in the market demand for home fitness and Liu Genghong’s previous awareness, according to the Douyin platform’s push habits, if the first wave of content explodes, the platform is carrying out the second wave of push. At that time, Liu Genghong was transformed from "private domain traffic" to "public domain traffic", which is the most important reason for detonating Liu Genghong's live broadcast traffic.
Li: Before Liu Genghong did a fitness live broadcast, he tried live broadcast to deliver goods in January and February of this year, but according to the monitoring of various institutions, his ability to generate income from live broadcast and delivery seems to be ineffective. Later, Liu Genghong decided to pick up what he is best at. fitness to do live broadcast.
Ball: To be honest, if Liu Genghong’s ability to carry goods was very strong at that time, there might not be any problem with this fitness live broadcast boom. Live broadcast requires artistic ability and stalking ability. I don’t think other fitness experts can be like Liu Genghong. Detonate the network.
Li: This fitness live broadcast was also planned by the brokerage company at the very beginning.
Jay: Yes.
In fact, most of the anchors have a team behind them to help them operate. The brokerage company behind Liu Genghong has also brought out some Internet celebrities before, and they already have a routine for creating Internet celebrities. After finding that Liu Genghong has a trend of becoming popular on Douyin , the company knows what kind of routine to use to ignite public sentiment.
Mai: As far as I know, the incubator or operating company of this kind of Internet celebrity will allocate funds to invest in the early stage, such as advertising to buy traffic. After the current traffic comes up, it will be easier for the platform to monitor. If the creator's own If the content is good enough, the platform will give the content producers a ripple-like forceful push, so that it is easy to expand their influence.
And when the influence of an account is established, other media will take the initiative to report this matter, which will cause the continuous "fission" of the topic.
Li: So Liu Genghong can evolve from a fitness anchor at the very beginning to a cultural phenomenon, which is inseparable from the planning and design of "hearted people".
Mai: Liu Genghong's explosion seems to be accidental, but there is a certainty in the accident.
The content orientation of Douyin is very suitable for Liu Genghong.
On the one hand, Liu Genghong's fitness content belongs to the vertical category promoted by the platform; on the other hand, Douyin focuses on "small theater", and the content will be presented in a more dramatic way. In addition to fitness, Liu Genghong's live broadcast also has plots and character settings. Ding, he brought his wife and mother-in-law over to dance and interact with each other. It has the feeling of a family TV series, which is very suitable for the tonality of the Douyin platform.
Carp: I'll add one more thing.
Liu Genghong is very good at making stalks and playing stalks. After careful observation, we can find that the time point of his fan base and the growth time coincides with several "live broadcast accidents": first, he was warned by the platform that "the scale exceeded the standard" when he did not shave his armpit hair. "; and then the oversized pectoral muscles were misjudged by the live broadcast platform as "breastfeeding", so that the couple Liu Genghong and Wang Wanfei jumped directly in down jackets in the next few days; and then they made rational use of the relationship between him and Jay Chou and talked about it during the live broadcast Jay Chou's current situation... Without the topicality caused by these "accidents", Liu Genghong's current number of fans should at least be halved.
Promote national fitness online and offline competitions
Li: People like Belle who usually exercise but don't pay much attention to Liu Genghong, have you been attracted this time?
In your opinion, is Liu Genghong professional?
Bei: I was attracted to it!
Liu Genghong has been on the hot search list for a while. If I don't pay attention, it seems like I'm out.
From the perspective of fitness enthusiasts, Liu Genghong's muscle groups and rhythm are based on professional foundations.
There are also classifications for different fitness groups on his Douyin homepage. All content has the distinction of beginner, intermediate and advanced, and he will repeatedly remind everyone to do what they can in the live broadcast interaction.
Ball: Then will you dance with Liu Genghong?
Bei: I have now become an occasional "Liu Genghong girl"!
It costs a lot to hire a trainer in the gym. The epidemic has caused the gym to shut down, which will affect the group who insist on exercising.
In fact, the audience of fitness live broadcasts is still quite large. Even without Liu Genghong, many fitness coaches still choose to use online platforms to promote aerobics.
Li: That is to say, before Liu Genghong, the fitness live broadcast actually had a little scale, but it did not come out of the circle.
Ball: I asked a fitness coach about this. He said that it is very difficult to balance both online and offline. If you want to do online live courses, you must keep the update frequency.
In addition, online teaching is separated from the screen after all, and there is no way for students to effectively correct their movements.
Mai: I noticed that the "14th Five-Year Plan" mentioned that by 2025, the output value of the fitness industry will reach 5 trillion yuan. To achieve the expected goal, the size of the regular fitness crowd must reach 500 million.
Do you think that with the increase in the total market volume, more fitness-related traffic will be gathered under the name of head anchors like Liu Genghong, or will there be more offline amateur coaches who can get a share of this market? ?
Jie: Of course it's the head anchor.
For example, if a live broadcast is watched by millions of people online in one night, even if there is no goods, the income of the live broadcaster will be very considerable. The "sound waves" given by Douyin in the live broadcast can be exchanged at a ratio of 10:1. into money.
After Liu Genghong's live broadcast ended on April 10, he harvested 260,000 sound waves, and on April 19, he harvested 2.4 million sound waves. His live broadcast income has increased tenfold in these 10 days!
Mai: I read reports that Liu Genghong's current endorsement price is one per day, but he still has no market for it. He no longer accepts endorsements at this stage.
The brokerage company's statement is: there is no way to value Liu Genghong now, so I won't take any orders first.
Bei: To promote national fitness, both head anchors and amateur coaches have a lot to do, because online live broadcast and offline teaching have their own advantages and target groups. Online is better in fun and flexibility, and offline is better in guidance and systemic.
Friends who have a gym near their home can go to set up a card system to learn. If you don’t have much personal time, or your muscles are a little tight after sitting in the office for a long time, you can choose to watch the live broadcast and follow the dance.
Mai: Yes, offline is a point-to-point service. You can formulate a reasonable training plan according to your own situation. This online fitness live broadcast can never be replaced.
If the fitness practice is wrong, the consequences are very serious, and it is even better not to practice.
Bei: Liu Genghong is rapidly breaking the circle. Many people who don't know much about fitness may dance under his lead. Of course, this is beneficial, but conversely, it is also very risky.
I have some small suggestions here: first, you must warm up before exercising; second, you must do the movements in place with jumping, otherwise doing it is equivalent to doing it in vain, and it is easy to sprain; in addition, in addition to doing what you can, you must also follow your own. Choose the right project for the situation. Pilates, yoga, running, swimming, hot dancing, and aerobic combat are all good options.
Ball: As far as motivation is concerned, I think the head anchor is better.
One reason is the influence of the fan economy. In addition, the top anchors can also create topics and cater to the curiosity of the public. This time, Liu Genghong has led many people who have never exercised to start exercising. If these people can persevere until they form a habit , has a very good role in promoting the offline fitness industry.
Mai: If fitness anchors want to seize the air and get out of the circle, they need to create a personalized image, not only to attract everyone to watch, but also to make everyone exercise together.
In addition, many fitness anchors now not only teach fitness, but also provide courses on eating habits, body building, work and rest habits, etc. These practices are very important to increase user stickiness.
Jie: The rise of Liu Genghong is a stimulant for the entire fitness industry. At least it allows practitioners to see a little light. They can teach some low-threshold sports through a small screen. Although not everyone can become Liu Genghong, but At least one can find a way forward.
Liu Genghong may not be able to become Lu Xiaojun and Pamela
Li: Let's talk about Liu Genghong's "seniors". Olympic champion Lv Xiaojun and German girl Pamela are both very popular in the fitness circle.
What is the difference between the content of the three?
Mai: The contents of the three are fundamentally different.
Compared with Liu Genghong, Pamela provides a complete set of fitness solutions, including usual diet, work and rest, etc. She will also cooperate with certain platforms to launch some highly customized exercise equipment and courses; Lu Xiaojun is fitness The top man in the circle, his body, muscles, and curves are all very clean, and his performance throughout his career is very good. It can be regarded as a relatively low-level aerobics with a relatively prominent entertainment effect.
Jay: Yes.
Liu Genghong's aerobics is only a basic course, but among the millions of viewers who live broadcast each time, even if Liu Genghong only makes a small number of viewers interested in fitness, they may further go offline for more targeted training. Course selection.
Every industry has a pyramid structure. In my opinion, Liu Genghong's explosion has laid the foundation of the pyramid to some extent. In comparison, Pamela's courses are aimed at the middle-end people in the fitness group. Lv Xiaojun's courses are more high-end, aiming at more subdivided high-end groups.
Ball: The number of audiences and rank determine that Lu Xiaojun's course cannot become "phenomenal" like Liu Genghong's live broadcast, but Liu Genghong can't become the second Lu Xiaojun, he is not that professional yet.
Mai: This may also have something to do with the different preferences of audiences in different countries.
In Europe and the United States, strength training is a very popular sport. They will think that it is a sport with very low-level logic, so Lu Xiaojun's popularity abroad is far greater than that in China.
At present, the domestic awareness of fitness is still relatively low, which may be the shackles of Liu Genghong's further development of fitness content.
Li: What do you think will happen to Liu Genghong's personal development after this wave of explosions?
For example, develop your own offline chain fitness brand?
Ball: Liu Genghong's personal label and fan attributes seem to have determined that he can only take the road of commercialization and popularization, and abandoning such a large fan group to aim at the high-end group, in my opinion, it is a bit of a loss. He led the fitness trend. Today's The performance is also considered to be the best "tide player", but he may not be able to decide the direction of the tide.
Jie: I am very optimistic that he will continue to cultivate in the field of fitness.
After this wave of explosions, Liu Genghong should consider the issue of content monetization. The first way is to bring goods, or co-brand, or take advantage of the momentum to launch his own sports brand, or cooperate with some fitness brands in the art industry.
He is an acting star himself, and there are actually quite a lot of business resources that he can connect with.
Li: It is not necessarily limited to physical goods. Liu Genghong can make a series of courses by himself like Pamela and sell them.
If live streaming is the way of e-commerce, then live streaming is the way of online education and knowledge payment.
Mai: Pamela's courses are launched on some professional sports platforms. These platforms have a whole set of related things from paid course packages to assessments, but Douyin is relatively large and comprehensive, targeting the development of vertical content. There is still a lot of room for discussion on how to optimize. Perhaps in the future, ByteDance will develop a professional sports platform outside of Douyin, and Liu Genghong will appear there to sell courses.
Li: Is Liu Genghong an exclusive contract with Douyin?
Ball: No.
Now Liu Genghong's brokerage company will use the same material to edit different content according to the tonality of different platforms. For example, Xiaohongshu is a more instructive APP. The company will gag and gossip content in Liu Genghong's live broadcast. Cut them all off, just to show you how he practiced.
Bei: My point of view may be a little different. As a fitness enthusiast, I watch Liu Genghong’s live broadcast for short-term fitness. If he really wants to bring goods while exercising in the future, I will feel a little weird. , maybe it will be off the powder.
If I want to look at the goods, why not look at Li Jiaqi directly?
Li: As a netizen who eats melons, I just want to see him dance with Jay Chou.
Qiu: This is an idea. In the future, he can bring celebrities into his live broadcast room like Li Jiaqi brings goods, and come to exercise with him. While garnering traffic, he may also be able to bring some brand endorsements together.