Fans break 30 million and pull the fitness live broadcast into a vent？ We talked to the ＂Liu Genghong girl＂
Author | Fried Hawthorn with Sugar
At 9: 00 pm on the 21st, the number of Tik Tok fans in Liu Genghong successfully exceeded 30 million. Last night, he just released Tik Tok with 20 million fans. Today, all day, Tik Tok, Weibo and other platforms, he even swept the topic list, "Liu Genghong girl" swept the Internet.
This is the fifth day that Xiao Zhou became a "Liu Genghong girl". She believes that "if you don’t lose weight in April, you will be sad in June", and this year, Liu Genghong successfully defeated Yoga, Zumba and keep.
Liu Genghong was a surprise she got in the little red book. "People keep saying that his live weight loss exercise has a good effect," so she tried it. She feels that following Liu Genghong to exercise is interesting, interactive and has a good atmosphere, and time passes quickly. But she is also uneasy, because she doesn’t seem to have the so-called "Liu Genghong girl’s walking posture with the same paragraph", and the crux given by network diagnosis is "nonstandard movements".
This is also the trouble of Paw Paw who just joined the fitness army in Liu Genghong yesterday. I felt very tired at that time, but when I woke up, there was no such thing as "the arm hurts the most", and the incorrect posture became her guess.
Today, # Liu Genghong Burn Fat and Don’t Practice Disorderly # topped the list of topics in Weibo, and the reading volume quickly exceeded 600 million. However, in Xiao Zhou’s view, this is obviously the intentional guidance of the "jealous".There are both red and black, and it is indisputable that Liu Genghong is on fire.
The Liu Genghong effect is rapidly becoming popular in the form of "human-to-human transmission". Last night, the live broadcast in Liu Genghong received a total of 200 million likes, and the number of fans in Tik Tok exceeded 20 million. However, some media reported that his business cooperation offer was "one number a day", and even Zhang Chi (a pseudonym), a business person of the head advertising company, revealed that there are brands that want to be exposed in a 60-second short video in Liu Genghong, and the price is 500,000 yuan.
The market has been speculating about his next stop after he became popular. But this afternoon, Worry-Free Media and Liu Genghong Studio issued a statement.It means that "I want to focus on providing more high-quality live content for fans and friends at present", and I hope that all brand friends will be Hai Han.
With so many fitness instructors, why did Liu Genghong explode overnight? Will "Liu Genghong Girl" still pay for the live broadcast with goods? Can his popularity boost the wave of fitness live broadcast? We also talked with six "Liu Genghong girls" about these issues.
Liu Genghong girl, what are you addicted to?
Liu Genghong’s popularity, when it’s the right time, the right place and the right people.
At school, Xiao Zhou was a veteran fan of Jay Chou. Like most people, she knew Liu Genghong and was also a "friend of Jay Chou". Later, in "Where is Dad Going in the Fifth Season", the interaction between him and his daughter Xiao Pufu made Xiao Zhou feel that "his education method is quite good"; Later, she saw him in all kinds of short videos of visiting restaurants.
This is a comprehensive understanding of Liu Genghong’s previous experience. Among the "Liu Genghong girls" who communicate with the entertainment unicorn,"Where is Dad Going?" is the highest frequency word.Of course, there is also his album Rainbow Paradise released in 2006.
But everyone will emphasize one thing without exception:I didn’t pay much attention before.
At the end of last year, Liu Genghong signed a contract with Worry-Free Media and began to bring goods to couples, but the effect was not satisfactory. In February of this year, he took his family to start a live fitness broadcast, but the most famous events were three banned events: armpit hair, chest muscles and medical health. It is also at this time that there is a famous scene of wearing down jackets for fitness that countless people talk about.
However, with so many live fitness broadcasts, why can Liu Genghong explode overnight? What are the commonalities behind the market’s frequent juxtaposition of him and Li Jiaqi? The answers given by girls in Liu Genghong are not exactly the same.
Xiao Zhou likes the atmosphere in the live broadcast room in Liu Genghong, and the interaction between him and his wife makes her feel very interesting.-On the social platform, there are also many people who see the shadow of their exercise in their wives, and she thinks that the reason why Liu Genghong and Li Jiaqi are above all lies in "sincerity"; Claw claw thinks that "this kind of overhead is actually the companion attribute of live broadcast", and to some extent, fitness needs this kind of companionship and "taking you to practice".
Xiaomin has just joined the fitness army, and she enjoys the "fitness adventure" of moving with millions of people at the same time and being able to beat you in the ear at all times like a fitness instructor."Enthusiasm, no sense of distance, mobilizing a person’s desire to buy or exercise cells are all commendable, but in real life, we often lack such friends."
The accumulated national popularity, the dramatic experience of live broadcast, the sweet interaction with his wife, his specialty in fitness, his trivial thoughts in live broadcast, his enthusiasm and sincerity are all extra points.
But this is a process of making heroes in the current situation.
As Xiao Zhou said, the fitness program that can be fragmented after work because of the epidemic was forced to run aground is also the epitome of many "Liu Genghong girls". But in the communication of entertainment unicorns,Many friends who live at home in Shanghai have no intention to join this wave, so it is more urgent to obtain living materials and be able to eat and drink enough.
One notable feature is that the seemingly huge lineup of "Liu Genghong Girls",In fact, most people are still in their infancy.Whether it can persist and the freshness that the anchor can bring have become new considerations. This also means that how long this wave will last will still be a question mark.
The answers given by these Liu Genghong girls who are entertaining unicorn conversations are not optimistic. Xiao Min said, "I don’t like to repeat the same exercise every day"; Xiao Zhou has a clear fitness goal, which is to lose weight and tighten. He also bluntly says that he will keep exercising in the future, but he may not always follow Liu Genghong to practice.
"only jump exercises without goods",
How to realize the road?
According to the report of China Entrepreneur, on April 19th, the live broadcast in Liu Genghong gained 2.4 million sound waves, equivalent to 240,000 yuan, almost 10 times that of ten days ago. Personal income soared at the same time, from the brand owner to the huge fan base, are also watching his next stop:Commercial realization.
Liu Genghong joined hands with Worry-Free Media to bring goods for live broadcast at first, but the cumulative result of 9 live broadcasts was 6 million, which was not conspicuous.Will Liu Genghong, who comes from the husband and wife bringing goods, break through in the opposite direction, that is, find the right track and then feed back the goods?
In the media reports, his team once stated: "Now it is temporarily impossible to carry out live broadcast with goods due to the epidemic situation, and the live broadcast content should be adjusted according to the epidemic situation." In other words, the possibility of live broadcast with goods is not completely rejected, but more people still remember Liu Genghong’s slogan of "just jumping without goods".
If Liu Genghong carries out live broadcast with goods, will you go to the top or reject it? Entertainment Unicorn also asked several girls in Liu Genghong about this question, and their answers were actually quite optimistic: most people accepted it. "I can accept the behavior of carrying goods with low frequency" and "acceptable, but whether I will buy or not depends mainly on the products. I rarely buy things on Tik Tok" …
When Xiao Zhou joined the army of "Liu Genghong Girls", he thought about this question. "Although it is online celebrity’s consistent path to cultivate fans and then bring goods,However, he said that the original intention was to make everyone exercise and be healthy. If the live broadcast brings goods, many people may be disappointed, and their credibility will decline. Instead, it is better to develop other ways to realize cash.”。
Her words, perhaps really sounded the alarm for Liu Genghong in the fire. Similarly, some media pointed out that the realization does not mean that there is only one way to live broadcast with goods. Good content is the foundation of commercial realization, while the slogan without goods comes first, and it can also be realized through courses and endorsements in the future.
In addition,"Stealth goods" also became the key word in this process.Tik Tok searches for the same model of Liu Genghong, and golf caps, yoga mats, and even the same model of sneakers, homes and houses in earlier videos have all become the marketing schemes of the brand. A person’s popularity itself breeds various business opportunities.
More intuitively, there are people from all walks of life in the market, from the short video quotation of 200,000 yuan to the soaring short video of 500,000 yuan in 60 seconds. However, this afternoon, Worry-Free Media and Liu Genghong Studio issued a statement, saying that they "received the cooperation and consultation from friends of the brand, but at present, Liu Genghong and the team want to focus on providing more high-quality live content for fans and friends, and hope that you will all be honest."
This is undoubtedly a wise move. Regardless of the fact that liquidation itself is a problem,At present, the accumulation of fans in Liu Genghong is obviously still in the initial stage, but in fact, the loyalty of fans still needs to be strengthened under the upsurge, and cutting leeks in a hurry will only be counterproductive.
However, it remains to be seen how long this "no goods" can last. And it depends on how long Liu Genghong and its fitness live broadcast can be successful.
Is fitness live broadcast a false proposition?
Liu Genghong girl, hold the red fitness live broadcast. According to the data of Feigua, in the past week, a number of live fitness accounts on platforms such as Tik Tok, Aauto Quicker and bilibili experienced a large-scale increase. And everyone is watching,Can this wave set off by Liu Genghong really boost the rise of fitness live broadcast?
Fitness is not a new position for short videos. According to media reports, as of December 2021, the number of sports and fitness creators with over 10,000 fans exceeded 60,000; In 2021, the number of sports fitness videos in Tik Tok increased by 134% and the number of creators increased by 39%.
This is not difficult to understand. During the two years of repeated epidemics, fitness institutions and coaches opened up online positions early, which is also the tacit understanding of the industry; With the help of short videos, the fitness content from Pamela, Zumba to shuttlecock exercises, the tuyere is fast and fleeting; Mature fitness anchors have also successfully brought goods in it, such as "Cat Ning’s Counter-attack" with a haircut, which is 4 live broadcasts with GMV of 9.56 million …
As for the live fitness broadcast, according to the self-reports of several "Liu Genghong girls", before that, due to the epidemic, everyone had more or less the experience of online fitness, and in 2020, Xiao Zhou followed anchor online celebrity for a period of fitness because of home isolation. However, following the live fitness exercise is a first-time experience.
In their descriptions, one of the commonalities of fitness live broadcast is:Compared with the traditional online teaching, the live broadcast has stronger companionship, enthusiasm and appeal, and it is easier for people to immerse themselves in it."But he told me to insist" has become the feeling of many girls in Liu Genghong. Not all fitness bloggers are suitable for live teaching, and the explosion of fire in Liu Genghong is not reproducible in large quantities.
From the into the pit process of "Liu Genghong Girl", it is very important to tilt the flow of the platform and the operation of MCN. The full coverage of Tik Tok’s traffic and the strong grass planting in Xiaohongshu have become an important way for Xiaozhou to join the Liu Genghong fitness live broadcast; Then, with the participation of all kinds of big V’s, the "CP for killing people for money" and various hot search topics formed with Li Jiaqi also quickly boosted Liu Genghong’s going out of the circle, among which the handwriting of 51-Worry Media is indispensable.
"Cloud Fitness" is a catchable outlet, but Liu Genghong’s going out of the circle itself is a superposition of multiple factors. Compared with blindly talking about the slogan, what deserves more attention is actually the versatility under the current wave of "cloud fitness": Xiao Zhou affirmed the convenience and free of charge of cloud fitness, but he was also anxious."Many people don’t understand the point of force, and if they can’t do one-on-one guidance, they will easily use the wrong force, fail to achieve the effect, and even backfire."
Xiao Min also agrees with this. The fitness content on the market is all the rage, and there are not a few anchors under the banner of "X days are thin and X pounds", even to attract attention and let obese people jump, but "most people are actually not suitable for strenuous running and jumping.Not everyone is suitable for Liu Genghong’s shuttlecock exercise, but we should learn more popular science and not gain eyeballs for traffic.”。 Paw Paw expressed concern in the house collapse crisis of online celebrity, the star of these two years.
The overnight fire in Liu Genghong has revived the wave of fitness live broadcast. After the short-term powder-up effect and follow-up effect, it is not just Liu Genghong. How to realize reasonable commercial realization and how to make the public "move" more healthily and reasonably are the problems that all practitioners, MCN institutions and platforms behind them have to face.