At 7:30 p.m., Taiwanese artist Liu Genghong, as usual, appeared in the Douyin live broadcast room and performed aerobics with fans. “come on, go, mermaid line, vest line, practice, let the fat on the waist click and let it fall”, he shouted a series of exciting slogans, and netizens continued to flock to the live broadcast room to participate in this large-scale “cloud fitness”.
Recently, Liu Genghong has become popular all over the Internet in China.
The reason why he became popular is that Liu Genghong and his wife Wang Wanfei broadcast fat-burning aerobics live on Douyin five days a week.
Today, this set of aerobics has a large number of followers known as “Liu Genghong Girl” or “Liu Genghong Boy”, and the number of fans is still increasing.
Cicada’s data shows that as of the evening of April 22, Liu Genghong’s Douyin fans had reached 36 million; in contrast, the account had less than 6 million fans on April 12, that is to say, in just ten days , the number of new fans exceeded 30 million. On April 21 alone, Liu Genghong gained 9.674 million followers.
Li Hao, founder of Mars Culture, said: “This result is not very good, but very, very good. In my impression, only Andy Lau is the only one who has gained fans faster than him on Douyin.”
However, there are so many fitness anchors, why is Liu Genghong popular?
Liu Genghong is a singer, host and actor. He once participated in a popular parent-child variety show with his daughter “Little Puff”, which is well known to many audiences. However, after the show’s popularity has passed, people’s attention to Liu Genghong has gradually declined in recent years.
At the end of last year, Liu Genghong signed a contract with Wuyou Media. This brokerage company has more than 50 million Douyin fans and focuses on the “Big Wolf Dog Couple” that focuses on the husband and wife route.
After Liu Genghong and his wife signed a contract with Wuyou Media, they began to live broadcast and bring goods, perhaps wanting to replicate the “husband and wife” model.
However, the competition in the live streaming market is fierce, and even “star couples” are not very attractive. Liu Genghong did not make much waves.
According to Feigua’s statistics, from December 19, 2021 to February 17, 2022, Liu Genghong and his wife made a total of nine live broadcasts, with a total gross merchandise volume (GMV).RMB 7.236 million yuan. In comparison, the “Big Wolf Dog Couple” used 18 live broadcasts to create 320 million yuan during the 618 promotion last year.
The effect of live broadcast delivery was not good, and Liu Genghong chose to focus on fitness content. Facts have proved that after the transformation of fitness live broadcast, Liu Genghong’s user attention is significantly higher than that of live broadcast.
On February 18 this year, Liu Genghong launched his first fitness live class, which lasted 2 hours, with 247,300 viewers and an increase of 7,956 fans. By February 24, when Liu Genghong conducted his fifth fitness live broadcast, the number of viewers exceeded 1 million for the first time, and the number of fans increased by 59,400.
Liu Genghong’s fans have increased rapidly, but compared with the recent daily increase of nearly 10 million fans, these are just “small troubles”.
How Liu Genghong can thoroughly grasp the traffic password can be considered from the four perspectives of epidemic, content, events, and marketing.
First, more than 30 cities in China are currently under lockdown, and hundreds of millions of people are quarantined at home. In Shanghai alone, 25 million people are forced to stay at home. With large numbers of people staying at home, there is an urgent need for an exit, and exercise is an ideal way.
Second, the reason why Liu Genghong’s fitness live broadcast content is recognized by users is that on the one hand, fitness movements can be completed basically without auxiliary equipment, and netizens can complete them at home, so the threshold is low; at the same time, Liu Genghong, as a fitness coach, will also actively encourage fans in front of the screen to drive Fitness atmosphere in the live room.
On the other hand, Wang Wanfei was “forced to open” in the live broadcast room. The contrast of “one strong and one weak” is very strong. Netizens have a sense of substitution. They think that Wang Wanfei is like herself who is exercising at this time, which makes the live broadcast room full of joy.
Third, in Liu Genghong’s live broadcast room, there were many oolong incidents. On April 6, during the live broadcast, Liu Genghong was suddenly judged to be “improperly dressed” by the official, and the system forcibly stopped the broadcast.
The next day, Liu Genghong and his wife wore down jackets for a live broadcast.
This dramatic approach made Liu Genghong quickly appear on Weibo’s hot search, and more and more melon eaters (in China, people who watch the fun are generally called melon eaters) share relevant content, or directly rush into Liu Genghong ‘s live broadcast room, so far Liu Genghong has completed the first breakout of the circle (breaking the circle means being recognized by more people).
Fourth, Liu Genghong’s explosion is inseparable from the team and the Douyin platform, in which the content distribution of the platform is crucial.
First of all, the algorithm mechanism of Douyin attaches great importance to the creation of popular content, which is why the highly popular accounts on the Douyin platform are relatively concentrated. Secondly, video platforms such as Douyin have long been eyeing the cake of online fitness.
During the 2020 epidemic, Douyin launched the “Douyin Gym” campaign, and Kuaishou launched the “Living Room Gym”.
Therefore, for Douyin, Liu Genghong is a high-quality content creator, which is of great significance for the platform to grab the user’s time and open up the market space.
In general, the epidemic + high-quality content + events + traffic tilt, linked together, made Liu Genghong’s fitness live class completely exploded out of the circle.