"Jumping drill second week! I am no longer Li Jiaqi's crush, I want to be Liu Qihong's little skinny man! ”
This is the status of a female friend who brushed the circle of friends last night and saw a female friend push in real time, accompanied by a sweaty selfie with scissor hands.
I immediately liked it, and sincerely left a message asking: "You haven't insisted on swimming in badminton for half a month, Liu Qihong has such a big charm?" ”
The friend returned: "He has." ”
I was shocked (in fact, not so exaggerated), opened the short video app with strong curiosity, and began to search for Liu Qihong's live broadcast clips.
Liu Qihong's live broadcast room scene layout is very simple, except for a few decorations in the hall in white tones, there is only one fitness blanket.
And Liu Qihong and his wife Wang Wanfei, every night on this blanket, led millions of netizens to jump aerobics.
I have to say that the strong muscles full of white flowers, combined with this rare face of 50 years old, is Liu Qihong's 7-day traffic password for absorbing powder.
Acting career for 20 years, there is a wind but no water
Liu first dabbled in short video app live broadcasting in December last year.
Like many veteran artists who have entered middle age and declined in popularity, he signed a contract with Sanshou Media, the largest short video MCN agency in China, and opened the route of live streaming with goods.
Speaking of Liu Qihong, the current young netizens are probably not very impressed, or even unheard of.
But when it comes to his two friends in the circle, everyone in the Chinese-speaking world must know it.
One is his teammate during the boy band idol period, and now Taiwan's "variety brother" Wu Zongxian.
The other is his best man when he married in 2007, Jay Chou, the "last king" of the Chinese music scene.
Around 2000, Jay Chou has not yet made a mark, is still just an unknown behind-the-scenes composer, every time a new song written with heart is written, it is returned by the picky record artists, and even the most miserable time can not eat.
As a member of the boy band that was a little famous at that time, Liu Qihong often received jay Chou who had fallen, asked him to dinner, always rushed to pay for food, and when Jay Chou could not pay the rent, he also borrowed his own recording studio to temporarily live for him.
Things change and fluctuate.
In 2001, Liu Qihong's boy band was disbanded, and Jay Chou, who survived the trough period, became a hit, and his full talent was finally seen.
After the explosion of jay Chou, he did not forget to accompany him through the difficult years of Liu Qihong.
Whenever there is a major acting opportunity, Jay Chou will apply to the production team and pack up to bring Liu Ruihong to participate, including the first movie he starred in, "Head Text D".
But as you can see, Jay Chou's praise failed to make Liu Ruihong red.
Before this month, the only time he was on the hot search was after participating in "Where Daddy Goes" in 2017, he was exposed to the negative news that a debt-ridden property worth 2.4 million yuan had been seized.
To describe Liu Qihong's acting career with a slightly damaged but very appropriate sentence, it is almost "debuting half a life, returning to be a vegetarian." ”
Give up bringing goods to jump, no intention of planting willows
Live broadcast with goods on this road, Liu Qihong walked for half a year, but obviously could not go.
Although he has been in the entertainment industry for many years, the popularity accumulated in the mainland market is really limited.
In short, due to lack of visibility, consumers do not buy the products in his live broadcast room.
The turnaround took place in February of this year.
Perhaps after the guidance of the company's PD, he finally found his own positioning and entered the mass fitness track in one fell swoop.
Just after the winter, the domestic epidemic broke out again in many places, and netizens in many areas returned to the state of working from home, with more time at their disposal, but the amount of exercise also decreased.
Liu Is a fitness enthusiast for many years and has a fairly solid reserve of fitness knowledge.
In such a situation, Liu Qihong and his wife's "aerobics live broadcast room" just stepped on the demand point of a huge number of netizens.
The gymnastics he choreographed were moderately difficult, the pace was brisk, and in line with human science, so that under the "black hot search", it was all for Liu Qihong's uneven voice:
The opportunity for Liu Qihong's live broadcast of the exercise class to burst into flames was originally due to the repeated warnings in the live broadcast room of the short video app.
Because Liu Qihong's strong figure is too "hot", the developed chest muscles have made the audit system fail, and with the reason of "breastfeeding live broadcast rubbing the edge ball", a warning was put forward for Liu Qihong's live broadcast room, which made countless onlookers laugh out loud.
As soon as this anecdote came out, it instantly set off a wave of enthusiasm on the Internet, attracting a large number of netizens to watch Liu Qihong's live broadcast room.
And Liu Qihong himself did not know whether it was to play with the terrier ridicule, or really to avoid being warned again to wear revealing, and even put on a thick down jacket, continue to live the exercise class, and contributed a new wave of famous scenes.
In this way, Liu Qihong's live broadcast room attracted a huge number of melon-eating masses, all of whom wanted to see the source of happiness for Liu Qihong and his wife.
Among this group of netizens, there are also a considerable number of netizens, who are really attracted by Liu Qihong's positive image of sunshine and positive energy, as well as his energetic gymnastics, and successfully transformed into a hardcore fan, insisting on sweating with this "tens of millions of fans" leader every day.
As of 8 p.m. on April 21, Liu's fans have reached 28 million, and the number of viewers every night has steadily exceeded one million, forming a huge traffic pool in his live broadcast room.
According to statistics, when Liu Qihong tried to live stream goods in the early days, the effect was not ideal, and the turnover of 9 live broadcasts was only about 7 million.
Recently, the fan gifts that Liu Ruihong received during the daily live broadcast, converted into cash, can reach six figures, and even much higher than his income from live broadcasting in the early stage.
The traffic is surging forward, where should Liu Qihong go?
Traffic poured into the live broadcast room like a tidal wave, and now Liu Qihong is facing sweet troubles.
On the mass fitness track, traffic monetization is easy and easy, and it is really difficult to say that it is difficult.
Sitting on millions of field viewing users every night, Liu Qihong can restart the route with goods and promote fitness peripheral products, and I believe that there are not a few iron fans who buy it.
However, Liu Ruihong played the slogan of "only jumping and not bringing goods" during his most popular period.
Liu Ruihong is very sober, at present, his live broadcast room is still in the stage of accumulating fans, cultivating and practicing habits, only when the user stickiness is further improved, it is possible to better achieve commercial realization, otherwise the current grand situation can only be a flash in the pan.
The great success of Liu Qihong's gymnastics actually once again confirms the principle of "content first" in information communication, which can be summed up in fact:
"You need to, just my major."
With the improvement of young people's health awareness, the market for mass fitness is actually gradually expanding.
However, due to the limitation of venue costs, offline gyms are generally expensive for coaching courses, and due to the impact of the epidemic in recent years, offline gyms are often forced to close, making fitness enthusiasts miserable.
It is also in this situation that the online "cloud fitness" model came into being.
Professional fitness instructors like Liu Qihong, offline courses are bound to be expensive, and the number of students who can receive them is also limited.
But when it comes to the online live broadcast room, millions of netizens can follow Liu Qihong to practice, and the most important point is that there is no need to spend money.
So, can the explosion of data between Liu Qihong's live broadcast really represent the arrival of the spring of "online fitness"?
From my personal point of view, not necessarily.
Domestic head fitness chain brands, such as Leke, Super Orangutan, etc., have tried to open online personal training classes and other projects.
Without exception, however, the results are not impressive.
Including the ads-filled keep, customer retention data is not ideal.
Online fitness, the trainer can only provide some basic fitness knowledge guidance for the user in front of the screen, and correct your action posture, the effect must not be as accurate and effective as the "offline teaching".
To a certain extent, online fitness is easy to become a "haha mirror", the trainer on the screen to do the action of a sample, you do it yourself and change into another sample, as for how much fitness effect can be played, it is difficult to be guaranteed.
In fact, the fitness live broadcast blogger of the short video app, Liu Qihong is not the first.
I have to admit that his popularity has a certain degree of accidentality, and the proportion is quite large.
The outbreak of any phenomenon-level Internet celebrity has always been "timely, geographically, and humane" and indispensable.
However, the only thing that can be determined is that whether it is Li Jiaqi at the beginning or Liu Qihong today, they already have the professional strength to become the best in the same industry before ushering in the peak of their respective careers.
What they need to wait for is a gust of wind, but the prerequisite for soaring into the sky and not falling back to the ground is that you have wings yourself.
Author: Lu Yao
Editor-in-Charge: Old Road