Liu Qihong, who is isolated at home in Shanghai, has become a "phenomenon-level" blogger in the live broadcasting industry. The reason why it is popular all over the Internet is precisely because he and his wife broadcast fat burning gymnastics on the Internet five days a week.
Today, on social networks, there is a large group of followers known as "Liu Qihong girls", who not only jump with the 50-year-old Liu Qihong, but also expect Liu Tohong to "batch homework online" for them.
Because of "too good figure" and "too tight dress", Liu Qihong's live broadcast room has twice been judged by the platform to be illegal and banned.
But Liu Ruihong, who was "more frustrated and brave", stubbornly put on a down jacket and continued to broadcast live. But Wanwan did not expect that after talking about the sick Jay Chou in the live broadcast and wishing him good health, causing fans to brush the screen to bless, Liu Qihong was judged by the platform to involve medical health in the live broadcast room, and was blocked for the third time.
The three live broadcast rooms were blocked, allowing Liu Qihong to "be blessed by misfortune" to mention multiple hot searches and completely out of the circle. Not only did it attract a large number of melon-eating masses to pour into the live broadcast room, but many stars represented by Zhong Liti and his wife and Chen Haomin's family also began to punch in.
As of the 20th, Liu Qihong's official Douyin account has more than 22 million fans, and the number of fans has increased by more than 10 million in 7 days, and the number of fans is close to half of Li Jiaqi's, becoming one of the most popular live broadcast rooms in recent times.
According to Xinjid data, from April 14 to 20, in 7 days, liu ruihong's total platform fan base soared from 6.208 million to 18.86 million, an increase of more than 200%.
Why did Liu Qihong burst into flames overnight?
Fitness live broadcast opened the outlet?
How to monetize online fitness?
In this regard, Zhang Lin and Shule had an exchange, and poor Dao thought:
Liu Ruihong's success does have a reason for suddenly bumping into big luck.
But seven days ago, he also had tens of millions of fans, indicating that he was already a top fitness Internet celebrity online, but he did not go out of the circle.
As for Liu Qihong's live fitness fire on the live broadcast, it can promote the outlet of online fitness and let ordinary people have the opportunity to dig gold, which is too optimistic.
Fitness live streaming is not new, nor is it going to be a real outlet.
In essence, its live broadcast and effect need to be proportional, and the effect of the fitness live broadcast is not much different from the short video tutorial or paid tutorial on various sports and fitness applications, and the experience for individual users is very different.
As a result, the track is not wide, and very few people can run on the fitness live.
However, there is a phenomenon worth noting, that is, the offline fitness chain is laying out online, why?
Domestic super orangutan, Leke and other offline fitness chain brands have docked coaching resources online, opened online training courses, and super orangutans have also launched APP.
However, this is really just self-help.
Online personal training or online training, the gap between itself and offline experience is not large, mainly because some novices are difficult to control the norms of the action.
Layout online, for offline fitness chains that have been unable to break through urban regional scenes and are greatly limited by distance and venue, they have human resources and mature tutorials, and panning to online can harvest a long tail, and can also divert offline value-added services with more professional and equipment requirements through online services.
However, there is a problem of monetization of effects.
Even if it is the top stream of online fitness, keep such a mature online fitness platform, user retention and traffic monetization are problems.
After all, online fitness only provides some basic content of fitness, whether it is a road goods (the most general product in the market value/quality relationship ratio), or some new and peculiar fitness sports paradigms, it is difficult to truly form user stickiness and desire to pay, often just become a kind of user punch card and brush the sense of existence through social "alarm clock".
Content creators and platforms and offline institutions, at present, can not really achieve a long tail similar to e-commerce through virtual online interaction, more just for offline drainage or for health products to bring goods, and the choice is not rich.
To truly achieve a breakthrough, there is a need for technical blessings, that is, similar to somatosensory sports games and VR technology, etc., to form a subversive immersive fitness experience.
In short, unless there is a breakthrough in technology and hardware and experience subversion, online fitness is just a "mirror", and there is no essential difference between the daily fitness programs on TV in the past.
Zhang Shule is a columnist of people's daily newspapers and people's posts and telegrams, and a senior analyst in the Internet and game industries