Don’t forget to exercise at home, how long can the “live fitness” popularized by Liu Genghong be popular?
Since the “Compendium of Materia Medica” bgm (background music), the sports soul of the family has also ignited.
Since April this year, along with Liu Genghong’s “Compendium of Materia Medica” shuttlecock exercise, a live broadcast fitness fever has spread all over the country. With a mobile phone, a stand and a yoga mat, a family of several dance aerobics has become a lot of family after dinner. One of the must-have entertainment items. The trend leader Liu Genghong also gained more than 60 million followers in just one and a half months, becoming the first person in the online fitness field to become popular this year. In addition to Liu Genghong’s fitness live broadcast room, various fitness live broadcast rooms such as physical exercise, fat-burning yoga, deportment and temperament training, and aerobic shaping also seem to have captured the short video platform overnight, and dominated the live broadcast list from 9 to 7 for many consecutive days. one.
How hot is live fitness? What problems did fitness coaches encounter when transforming online? What is the development prospect of the live fitness business model? In the future, after the epidemic, what will happen to live fitness?
64 million followers in one and a half months, Liu Genghong drives the live broadcast fitness fever
Since April, Liu Genghong, who was originally unknown, has broken the circle again and again, and his Compendium of Materia Medica Shuttlecock Exercise based on Jay Chou’s classic song “Compendium of Materia Medica” has also repeatedly triggered a wave of imitation across the Internet.
The rising popularity of Liu Genghong was also praised by the official media. Under the unprecedented popularity and attention, from April 15th to April 21st, the daily growth of Liu Genghong’s Douyin fans continued to increase, and the growth reached its peak on the 21st, with a daily increase of 9.119 million followers. . As of May 17, Liu Genghong’s Douyin fans had exceeded 67 million, compared with 3 million a month and a half ago.
In addition to Liu Genghong, under the new round of home fitness boom, a large number of fitness bloggers such as physical exercise, fat-burning yoga, deportment and temperament training, and aerobic shaping have sprung up like mushrooms after a rain. In the past month, in the Douyin fitness field, many bloggers and fans have grown rapidly. For example, “Mao Ning’s Counterattack” has carried out live fitness training in the form of accompanying weight loss, and the number of fans has increased by more than 2 million in a month. Not only the fitness live broadcast room of the online short video platform is popular, but the online small class of fitness coaches has also become a trend.
Affected by the stay-at-home requirement, many gyms in Beijing are temporarily closed, and fitness coaches have also chosen to open small classes online to meet the fitness needs of members at home.Senior fitness enthusiast Han Ping (pseudonym) toldshellFinancial reporters, many fitness coaches I know have set up small online fitness classes. The cost of each class is more than tens of dollars.TencentThe software such as conferences and other software live classes, and the training intensity is greater and more targeted.
However, it is worth noting that home fitness is also accompanied by hidden dangers in sports safety. The news of a woman’s corpus luteum rupture after jumping shuttlecock exercises for three days in Wuhan has been in the forefront of hot searches. In this regard, Nick, a 17-year-old senior fitness coach, reminds everyone that it is very important to choose the training intensity that suits you according to your own physical fitness when exercising at home. When you practice in a comfortable state, you can cultivate your hobby of fitness instead of treating it as a daily routine. task, users can enjoy the happiness of fitness.
Three years of accumulation, fitness coach who took off through live broadcast
“I’ll help everyone move the gym home.” This is a phrase often said by Douyin fitness blogger @calorieteacher aerobic exercise. The 40-year-old Kaka coach (the name of the fans) has been in the industry for more than 20 years and has obtained 30+ international certifications in the fitness industry. Today, Kaka, which has successfully transformed online, still maintains a live broadcast time of 6 hours a day.
In 2016, the 36-year-old Kaka was already a well-known fitness trainer.At that time, Kaka tried to open a fitness school and a gym, but all failed. At this moment, one of Kaka’s offline students handed him an olive branch – inviting Kaka to settle in.Weiboshare fitness dance lessons.
At that time, netizens began to try to learn fitness knowledge online, but there were no bloggers who contributed high-quality content on major platforms. Kaka vaguely felt that online fitness was “promising”. In this way, a small camera was set up, a tripod was attached, and Kaka started the online transformation of self-portrait, self-cutting and self-operation. However, this road is not smooth all the way. When the account starts, it is difficult to realize online cash, and Kaka has to continue to part-time offline fitness coach to subsidize living expenses. It was not until 2019 that Kaka, who had been working hard for three years in online fitness through the live broadcast outlet, ushered in the moment of career take-off.
Kaka told the Shell Finance reporter that as early as 2018, inspired by his fans, he began to try live fitness on and off. In 2020, when the epidemic broke out, the first wave of staying at home made his fitness live broadcast room usher in the first wave of traffic dividends. After the stay-at-home trend, Kaka was keenly aware of the upsurge in the development of fitness accounts and the trend of traffic support given by short video platforms. After carefully studying the relevant data of fitness accounts, Kaka decided to “all in” the live fitness track.
In March of this year, the Douyin Sports and Fitness Report released by Douyin showed that the number of sports and fitness videos in 2021 will increase by 134% year-on-year, and the number of sports and fitness creators will increase by 39% year-on-year. In December 2021, Douyin also launched a short video fitness action “DOU Action Plan” to provide traffic support for sports creators.
Kaka believed that as early as 2019, the fitness professional content of the short video platform was insufficient, but “the gameplay has come out”, so Kaka took the initiative to find the MCN agency to cooperate, and the first time he met with the person in charge of the company, Kaka pointed out that he “wants to.” Be the head of the company” and require the company to be equipped with the best operational team. Kaka, who has solid professional knowledge and an MCN organization that is well versed in the “playing methods” of the platform, has increased the number of people in Kaka’s live broadcast room from 800 to 10,000 within a month, and Kaka has gradually become one of the top fitness bloggers.
The popularity of the live fitness track has also allowed many small and medium bloggers to enjoy the traffic dividend.
Relying on the adaptation of popular songs into fat-reducing exercises, Kuaishou fitness blogger @xinxinaifitness has accumulated more than 200,000 fans on the Kuaishou platform. At 9:30 every morning, Xinxin will lead fans to dance for an hour and a half in the live broadcast room. Aerobics.
Before the transition, Xinxin was a teacher in a dance training institution. Affected by the epidemic, after the school was closed, Xinxin became a full-time housewife and occasionally made short videos. In the initial stage of the account, Xinxin’s biggest resistance came from her husband – her husband did not approve of Xinxin’s shooting of short videos, and he even suggested that Xinxin would work in a factory to subsidize the family. With the mentality of not admitting defeat, while taking care of the children, Xinxin insists on shorter videos every day, and the number of fans gradually increases.
During the Chinese New Year this year, Xinxin began to live broadcast fitness, and officially regarded it as a job. According to Xinxin, except for a power outage at home, he has not missed any live broadcasts in the past three months. In less than 3 months of live broadcast, the number of Xinxin fans has risen to more than 200,000.
Senior fitness coach Nick told Shell Finance reporter that due to the impact of the epidemic in recent years, many peers around him have chosen to switch to online, and most of them will choose to sign companies such as Keep to engage in online course planning; there are also a small number of peers who choose Transforming to live fitness, everyone’s fans range from hundreds, thousands to tens of thousands, millions. Coach Nick said that the peers who have just started accounts not only have no income, but also spend dozens of hours every day live streaming dance exercises. Just two or three hours of sleep.”
But the hard work paid off. After constant exploration and trial and error, as of May 17, Kaka has 3.724 million followers on Douyin, and has been on the top of the Douyin list for many times. In Kaka’s fitness live broadcast room, the high-end yoga pants priced at more than 400 yuan will be sold out in less than 5 minutes; the five-finger shoes priced at more than 500 yuan first appeared in the live broadcast room, and immediately appeared on Douyin Top sneaker sales charts.
The increase in the number of fans has also allowed Xinxin to receive more and more business promotions. At present, Xinxin mainly sells sports bras, body fat scales, yoga mats, whole wheat bread and other fitness and fat-reducing products in the live broadcast room, and has achieved economic independence.
Later, the epidemic situation in Suzhou intensified, and the barber shop where Xinxin’s husband worked was closed. The whole family’s source of income depended on Xinxin’s live broadcast to bring goods, and her husband, uncharacteristically, took the initiative to help Xinxin shoot short videos and live broadcast goods.
Rewards, endorsements, selling classes, bringing goods, how to realize online fitness
In March of this year, the Douyin Sports and Fitness Report released by Douyin showed that in 2021, the live broadcast revenue of fitness anchors will increase by 141% year-on-year, and the increase in fans will increase by 208% year-on-year.
Taking Liu Genghong as an example, the relevant data shows that in the live broadcast on the night of April 19, Liu Genghong received a total of 2.4 million sound waves as rewards, and the number of gifts exceeded 300,000. According to the exchange ratio of sound waves and RMB 1:10, only by reward, The revenue of the live broadcast room that night was 240,000 yuan. In terms of commercial realization, Liu Genghong and the MCN organization behind it have also begun to try carefully. On May 3, 5 and 7, Liu Genghong and his wife wore FILA sports suits in the live broadcast, and Liu Genghong’s Douyin account also released an implanted short video on May 7 about dress advice, but In the first commercial cooperation, Liu Genghong did not publish product links under his account, nor did he put sports suits in the product window, nor did he launch a small yellow car in the live broadcast, and he did not even mention the name of FILA.
On May 8, Liu Genghong officially announced on Weibo that he became the brand spokesperson of Joyoung Soymilk. As the first official endorsement after coming out of the circle, the endorsement effect of Joyoung Soymilk Maker can be regarded as a big test of Liu Genghong’s commercial monetization ability. However, the performance of this endorsement Weibo data is not satisfactory, only about half of Liu Ping’s Weibo data.
In addition to live broadcast rewards and advertising endorsements, in terms of self-built brands, Saturday Ye, a well-known fitness blogger in China, founded a personal sportswear brand “She is the Spark”, but the Shell Finance reporter found that as of May 17, she was the spark There are only 6,741 followers of Tmall Futures Store, and only 89 people pay for the top-selling product in the store.
It is worth noting that Keep, the leading company in the online fitness field, also began to deploy live fitness tracks in 2020. In terms of monetization, Keep allows members to follow live broadcasts without limit, and also sells hardware equipment such as sports bracelets. Keep’s prospectus shows that in the first three quarters of 2021, Keep’s own brand product revenue accounted for 55.1% of total revenue, and membership subscriptions and online paid content accounted for only 32.8%.
In 2016, as one of the earliest bloggers in China to test online fitness, Kaka has tried monetization models such as advertising endorsements and course publications, but the actual effect is “not great.”ideal”. Kaka believes that advertising endorsements have a frequency limit ceiling, and fans have a natural resistance to advertising; while course sales cannot guarantee the repurchase rate of fans – consumers who do not practice after buying courses will hardly buy them next time. A first-class course. On the other hand, live streaming with goods can achieve a win-win situation—the brand will convert the advertising money into subsidies to benefit consumers. After consumers buy cost-effective products in the live broadcast room, they will increase their loyalty to the anchor. It also tested the real demand of the product in live broadcast sales. At present, live broadcast delivery is the main profit model of the Kaka team.
After the explosion, Liu Genghong’s fitness live broadcast room did not open the live broadcast mode, but some professionals in the e-commerce field revealed to Shell Finance reporters that many brands are currently queuing up to cooperate with Liu Genghong to bring goods. not on the team”.
After the epidemic, will live-streaming fitness ebb?
Affected by the epidemic at home, the live fitness track has already spawned top bloggers like Liu Genghong. So, after the epidemic, the trend of staying at home recedes, can the popularity of the live broadcast fitness track continue?
Senior fitness coach Nick believes that the hot status of the live fitness track can continue after the epidemic is over. Nick explained that staying at home has made many users in third- and fourth-tier cities aware of the existence of high-quality fitness coaches in first-tier cities. After the epidemic is over, users will largely choose to continue to practice after the epidemic. At the same time, Nick also pointed out that the key to the long-term development of the live fitness track is the live content. Only by maintaining high-quality content output for a long time can bloggers attract users’ continued attention.
Ying Zhongdi, Executive Dean of China (Hangzhou) Live Streaming E-Commerce Research Institute, Associate Professor and Master Supervisor of Zhejiang University of Media and Communications, believes that in the long run, the popularity of live streaming fitness will level off after it reaches a certain stage. Accumulation, after the epidemic, the fitness live broadcast room can still gain a group of loyal users. However, it is undeniable that in the development process of live fitness, there will inevitably be a situation of survival of the fittest, and fitness bloggers will inevitably face the problem of balance between the public welfare and commercialization of live fitness in the follow-up realization.
Kaka put forward his views from the perspective of fitness bloggers. She believes that the follow-up development of live fitness will also face chaos for a long time. First of all, many fitness live broadcast rooms on the market have strong entertainment attributes. Many bloggers live broadcast rooms copy the existing curriculum system, and the content is simple and simple. Secondly, since there is no high-quality fitness vertical MCN, many professional fitness professionals often face the difficulty of choosing MCN institutions after entering the online field. In fact, different MCNs are good at different categories: some MCNs only know how to monetize, but don’t know how to develop content. After the traffic comes up, the follow-up content can’t keep up, which will lead to a limited “flowering period” for bloggers; while some MCN institutions bring content The ability is good, but it is unable to convert high-quality content into matching traffic. Once the anchor is realized, there will be a problem that the commission cannot be increased; there are also MCN’s business ability is not good, the supply chain cannot keep up with the development, and it is easy to talk about the pallet.
However, Kaka also believes that this home fitness boom has made the industry see the huge realization potential of online fitness, and there will be more and more online fitness coaches in the follow-up transformation. In the follow-up development process, more and more subdivided live fitness studios will replace the short, flat and fast fat-reducing live broadcast studios to meet the needs of users for subsequent advanced training, and will also achieve “completely moving offline gyms to online”. above” concept.
[健身者说]
The entertainment mentality “entered the pit” and lost 6 pounds in a month
May 17th was a month for Bai Lu (pseudonym) to live with Lian Liu Genghong. Before that, she never thought that she could hold on for so long.
Since practicing with Liu Genghong in the live broadcast room, Bai Lu has found that her muscles are firmer, and her physical fitness has risen from the occasional paddling before to being able to keep up with the entire live broadcast with quality and quantity.
“I am a girl who does not exercise regularly and needs to be driven by the atmosphere. Liu Genghong’s live broadcast room is really suitable for me.” Bai Lu, who “entered the pit” with an entertainment mentality, experienced the feeling of “it’s so happy to stick to it” in the family-style fitness atmosphere of Liu Genghong’s live broadcast room. At the same time, in terms of weight, she lost a full 6 pounds in one month. As a girl with a height of 1.65m, Bai Lu is currently only 95 pounds.
In addition, Bai Lu believes that the scenes of Liu Genghong’s live broadcast of the couple joking and bickering with each other are “very loving”, plus a mother-in-law who occasionally “stops” and is “forced” to exercise, watching the live broadcast every day is like watching a series . Over time, Liu Genghong’s live broadcast room has even become one of the entertainment activities after dinner at Bai Lu’s family. “Even my mother has followed Liu Genghong. She is better than me now.”
Bai Lu told the Shell Finance reporter that now her family has become a loyal fan of Liu Genghong. Even if Liu Genghong chooses to live broadcast and bring goods later, it will not affect their love for Liu.
Beijing News Shell Finance reporter Li Menghan
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