Can live fitness usher in a new trend?

　　Our reporter Zhao Yuhan

　　The magical shuttlecock exercises are paired with the dynamic music of "Compendium of Materia Medica". In the past few days, the circle of friends has been almost "captured" by various "punch cards" videos of Liu Genghong's aerobics. Liu Genghong, whose acting career was once tepid, jumped. He has become a phenomenon-level live broadcast star like Li Jiaqi.

　　How popular is Liu Genghong's fitness live broadcast?

As of yesterday, Liu Genghong's Douyin account has attracted 45.344 million fans and 35.511 million likes.

These tens of millions of followers were completed in just 10 days, and in the past two days, the number of followers increased by 10 million a day.

But whether this boom can continue and form a new business model for live fitness remains to be tested.

　　Liu Genghong burst out of the circle

　　"How many times I have not downloaded Douyin by Amway, but I finally downloaded Douyin because of Liu Genghong." This is a circle of friends recently posted by Wang Xiaonan, who is quarantined at home in Shanghai, along with a few photos of dance exercises. .

During the days of home isolation, Wang Xiaonan felt that she was "idle to long hair", and Liu Genghong's aerobics, which suddenly became popular, made her regain the feeling of sweating like rain in the gym.

"Although many people complain that this kind of fitness is not professional, I think it's really refreshing after the jump, and it's very stress-free!" Wang Xiaonan said.

　　Not only Wang Xiaonan, but the whole network is striving to be "Liu Genghong girl/boy"!

The self-edited fat-burning aerobics with Jay Chou's dynamic and magical music, Liu Genghong quickly swept through major social media such as Douyin, Xiaohongshu, Bilibili, Weibo, etc., and became a top-notch anchor who can compete with Li Jiaqi.

Douyin data shows that on April 19, Liu Genghong’s single live broadcast reached 22.68 million viewers, and the live broadcast on the evening of the 20th reached 44.76 million, nearly doubling.

In the past few days, the fans of Liu Genghong's Douyin account are still growing rapidly.

　　Although not the creator of fitness live broadcast, Liu Genghong is the first person to make fitness live broadcast out of the circle.

The reason is that the right time and place are right for people.

First of all, Liu Genghong has some "talking" live broadcast style, coupled with his wife Wang Wanfei wearing a "pain mask" sparring, forming a wonderful chemical reaction and distinctive features.

Some netizens said with a smile: "Wang Wanfei is just like herself in the gym!" Some netizens said bluntly: "Only this atmosphere can save me in the late stage of lazy cancer!"

　　In addition, the epidemic has rebounded in many places recently, and a large number of people who are isolated at home have also brought opportunities for Liu Genghong to become popular.

Because of home isolation, young people are forced to stop, and sweating through the live broadcast room has become the best way for them to decompress.

　　More to attract fitness novices

　　But some people are not too impressed with Liu Genghong's live broadcast room.

Zhang Chen is a fitness enthusiast.

After the outbreak of the epidemic, he reduced the number of times he went to the offline gym and began to try to use online fitness software such as Keep to exercise at home every day.

After using it, he felt that this new method was also good.

"Exercise is more efficient, and you don't need to spend hours before and after." Zhang Chen said.

　　Recently, Zhang Chen has also seen a lot of "Liu Genghong punching in" videos in the circle of friends.

However, he did not join in the fun.

"My wife tried to dance once and sweated a lot, and the fat-burning effect should be pretty good." Zhang Chen said, "This kind of aerobics is not suitable for me, I will still do some targeted exercises. strength training.”

　　Li Chunzi, who also exercises regularly, feels that home fitness is convenient, but it cannot be as professional as offline fitness.

"When I don't have time, I may practice at home, but I will still choose to take private lessons when I have time." Li Chunzi said that if the movements are not standard, it may be useless to practice for a long time. This is online fitness. short board.

　　Because of this, more people who go to Liu Genghong's live broadcast room to "check in" are fitness whites, people who want to lose weight, and some young people with fresh pictures and fashion.

This also brings hidden worries to Liu Genghong's continuous flow of live broadcast room.

　　Traffic miracle or difficult to copy

　　After the surge in traffic, the quotations of Liu Genghong's short videos have risen, and the rewards in the live broadcast room have also increased significantly.

However, Liu Genghong is still very cautious when it comes to live streaming.

Previously, after signing with the well-known MCN agency Wuyou Media, he briefly brought goods at the beginning of the year, but at that time his popularity was limited, sales were not high, and there were only more than 1 million fans.

　　In the opinion of Wang Zhiming, the operation director of an MCN organization, Liu Genghong's current monetization model is more similar to the live broadcast of the Douyin show, relying on live broadcast to make money.

However, with such a huge amount of traffic, it may also start to bring goods from the fitness area in the future.

However, Wang Zhiming believes that Liu Genghong's traffic miracle is accidental and should be difficult to replicate.

　　It is generally believed in the industry that it may be difficult for Liu Genghong to become popular by himself.

"The advantage of Douyin is that the traffic is huge, but the live broadcast room is free for the audience, so it is difficult to form knowledge payment, and the business model still relies on traffic for rewards or delivery. Therefore, if you look at the profit model of pure fitness teaching, it is more powerful. The advantage is a professional platform like Keep." Wang Zhiming said.

　　However, Keep's business is not doing well either.

In February this year, Keep submitted an application for listing, and the revenue in the first three quarters of 2021 was 1.2 billion yuan, a year-on-year increase of 41.3%.

However, the increase in revenue has not resulted in profitability.

In 2019, 2020 and the first three quarters of 2021, Keep lost 366 million yuan, 109 million yuan, and 696 million yuan respectively.

Although the current Keep users are young people who have gone through the fitness stage, their willingness to pay online is still relatively low, and the repurchase rate is not satisfactory.

　　"I will follow some free courses on Keep, and I will also use the above tools to record, but I pay less." Zhang Chen said.