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Text / Bi Andi
Source: Bento Finance (ID: daxiongfan)
Make the most of the vertical category, and make the net red first.
Author | Bi Andi
Editor | Wang Jing
Source | Bento Finance (ID: daxiongfan)
Liu Genghong was on fire, and the fire was extremely fast.
The 50-year-old Taiwanese artist who now lives in Shanghai has ushered in the spring of his “post-star” career. By live-streaming fitness, his Douyin fans have increased by 11.24 million in the past 7 days (Xinke data), as of 2:00 p.m. on April 20 , the number of fans has reached 17.17 million.
On April 19, Liu Genghong conducted a live broadcast as usual, with a peak popularity of 2.03 million in a single game, and a daily increase of 5.55 million fans. The rocket-like growth rate of fans not only set his personal record, but also is not common in Douyin.
Overnight, Liu Genghong changed from a “friend of Jay Chou” to a presence side by side with Li Jiaqi. Netizens jokingly called the duo a “money-seeking” combination — entering Li Jiaqi’s live broadcast room, in the sound of “buy it, buy it”, the purse bulged in and came out empty, this is “making money”; enter Liu Genghong’s live broadcast room , In the sound of “go, go, go”, it starts with standing and jumping, and ends with crawling and kneeling. This is “killing”.
As for why Liu Genghong is popular, many reasons have been listed in the past one or two days: when doing fitness live broadcasts, he has affinity, contrast, and professionalism; when he is an Internet celebrity and out of the circle, he repeatedly and the Douyin system have determined that he is fighting wits and courage, not armpit hair. Being judged to be indecent and shaving furiously, that is, wearing cool chest muscles and being noticed by the detection of “breastfeeding” and simply wearing a down jacket, the topic continues.
But these “finding the difference”-like attributions seem to fail to answer this question.
When it comes to fitness, Liu Genghong has 30 years of experience. He has also participated in variety shows and published piecemeal or systematic teaching content in the fitness field before. When it comes to short videos or live broadcasts, Liu Genghong has already entered Douyin in 2018, and will be in 2021. Signing with Wuyou Media, Douyin has been working hard for a long time in both video production and live broadcast; when it comes to topicality, it is difficult to explain the terrifying figures such as the monthly increase of 10 million and the daily increase of 5 million fans.
Turning to the platform itself, a phenomenon worthy of attention is that Liu Genghong’s popularity this time is not only a victory for himself or the MCN company to which he belongs, but also a victory for the platform.
In the past month, in Douyin’s fitness track, the growth of many anchor fans has accelerated, including both the track’s head anchor and the mid-waist anchor. For example, “Mao Ning’s Counterattack”, which has 6.63 million fans, has gained less than 30,000 fans from January 21 to the end of March, and has risen to 2.06 million fans in the past 30 days; another example is the waist anchor with only 1.56 million fans. “Qiyue Body Aerobic Exercise”, more than half of the fans have “rising out” in the past month.
In addition, Liu Genghong is sweating like rain, and Douyin has already let the well-known “fitness machine” Pamela on the platform on April 12, and has gained nearly one million followers in three days.
Compared with “Liu Genghong fell from the sky” and the music blossomed, this is more like the platform’s own efforts in the fitness track. In this sense, Liu Genghong is the “drill” of the Douyin Nuggets fitness vertical. .
If you want to get rich, you must first build roads, and if you want to have a race track, you must first have a “Liu Genghong”.
Judging from the way Douyin supports new tracks in the past, it is very likely that it has a mature methodology to mine benchmark content producers and mature tracks. Compared with Kuaishou, Bilibili, Xiaohongshu and other content platforms, Douyin’s centralized traffic distribution mechanism also makes it easier for it to take the road of “explosive production”.
In 2021, “Classmate Zhang”, who quickly attracted 18 million fans in three months, opened the way for Douyin’s Sannong track. As early as August 2020, Douyin launched the “New Farmer Plan” with a total investment of 1.2 billion. In April of the following year, Douyin launched the “New Farmer Plan 2021” again. In Zhang’s short videos, you can often see this hashtag. In the November list, Zhang was also ranked second in the event.
Although one is a “grassroots anchor” who shows rural life, and the other is a “passed star” who has made a fitness storm, but looking closely at the popularity of Zhang and Liu Genghong are quite similar.
At that time, classmate Zhang released the first video in October, and in three months, he became a “phenomenal” Internet celebrity with millions of fans. The content selection, mirror movement method, BGM selection, etc. have been thoroughly studied by those who are interested. Still failed to copy the second classmate Zhang. In fact, behind Zhang’s explosion is Douyin’s sinking ambition, which doesn’t seem like a beautiful coincidence no matter how you look at it.
When the user growth is weak, the Sannong track is undoubtedly expected to provide new increments for Douyin. This is the final feedback of the hundreds of millions of traffic invested in the platform. The short video Sannong cake that was almost “monopolized” by Kuaishou, Douyin also wants to take a bite.
Coincidentally, when Douyin was trying to live a life locally, there was also a new track that burst into vitality-Daren Tandian.
At the end of last year, Douyin’s two topics of “Exploring Stores” and “Exploring Food Stores” exceeded 100 billion views.
According to the 2021 Douyin Yearbook released by the new list, shop-hunting expert “MR-Bai Bing” has gained 16.75 million followers a year, becoming one of the 35 Douyin accounts with an annual increase of 10 million followers, ranking seventh. Interestingly, Bai Bing was originally a car blogger. After turning into a food blogger in August, his fans doubled in three months.
In this year, people who have more than 10,000 fans and meet the content requirements can apply to become the “detector” of the “Douyin Detective Team”. This move uses PGC content to open up the “Douyin” products, allowing Douyin to officially become official. Take a seat and wrestle with Dianping in the field of local life.
By the end of 2021, the number of Bai Bing fans will be 22.54 million, and the annual increase alone will reach 16.75 million. In addition to its “popular reasons” such as the contrast of driving a luxury car and exploring stores, the most important thing is to enter the right track at the right time.
From the two “new tracks” that have rapidly emerged in the past two years, it is not difficult to see that when the basic richness of the track is not enough, Douyin will first use the activity channel to feed the basic track of the traffic “fatty” track, and then focus on building Popular content and top anchors use this as a track to “open the way”, drive new inside and outside the station, and open up with other products in the ecosystem, and eventually flow back and realize the realization.
Let’s look back at Liu Genghong’s popularity.
In fact, Liu Genghong entered Douyin as early as 2018. Checking the “live broadcast history” of Liu Genghong’s Douyin account, you can see that he has already had several live broadcasts related to fitness and practice in 2021. In addition, Alphabet found a live video recording on a video website with an upload date of October 21, 2021. It can be seen that its content is no different from the recent fitness live broadcast.
In December 2021, Liu Genghong signed with the MCN agency Worry-Free Media. From the live broadcast names in the live broadcast history, it can be seen that after signing with MCN, Liu Genghong has significantly more live broadcasts with goods, but according to media reports, his performance with goods was mediocre, with 9 games. The total number of goods brought is only 6.65 million.
On February 18, Liu Genghong started the fitness live broadcast again, and the number of viewers was 240,000, which was significantly higher than the previous level of 100,000 or even lower. This opened the treasure box of traffic passwords.
From this retrospective point of view, it was inaccurate for the media to say that Liu Genghong “lived fitness live for the first time” on February 18, and he stumbled upon the live fitness after this live broadcast. The content that didn’t work out is now available.
After setting a brilliant record of adding 5.55 million fans per day yesterday, when I opened the Douyin Hot List, three of the top 20 popular content were related to Liu Genghong: Liu Genghong gained 10 million followers in 7 days, Liu Genghong boy was also blown up, Liu Genghong has How rigorous…
This time, Liu Genghong’s restart of the live broadcast fitness road has been a great success. From the very beginning, he has “loved” his traffic on the site, as well as the excellent topic marketing. This is likely to be the result of the joint efforts of MCN and the platform.
The reason why Douyin is popular with Liu Genghong is to put it bluntly and the logic of popularizing classmate Zhang and MR-Bai Bing is to value the subdivision track where he is located.
After Sannong Track and Tandian Track “stand up”, fitness is another track where Douyin is already working hard. It competes with opponents for user time, not only Kuaishou, Xiaohongshu, Station B Wait, there are more vertical communities like Keep.
There is no big content platform that did not focus on the fitness track during the 2020 epidemic. At that time, home fitness and online fitness were once popular, and the somatosensory game “Fitness Ring Adventure” even became a financial product for a time.
During the 2020 epidemic, Douyin launched the “Douyin Gym” activity, and Kuaishou next door launched the “Living Room Gym”. The fitness video of station B has been played 660 million times, and the number of related notes released by Xiaohongshu has increased by about 2 times. Keep, which had been sluggish before the epidemic and once laid off staff, ushered in a turnaround after this epidemic.
In the two years after that, Keep users continued to grow, and the major content platforms did not stop the layout of the fitness track. Douyin and the Shanghai Bodybuilding Association held a “summit” together, and Kuaishou and One trillion Wade started a pop-up store together. Have fun.
The results are not insignificant. The Douyin Sports and Fitness Report released by Douyin in March shows that the live broadcast revenue of fitness anchors in 2021 will increase by 141% year-on-year. Bilibili’s “2021 Bilibili Creator Ecological Report” shows that the scale of its sports creators has grown by over 70% annually.
On the other hand, China’s fitness market is still promising.
According to the CIC report, China’s fitness population will be 300 million in 2021, ranking first in the world, and this number is expected to reach 420 million in 2026. At the same time, in 2021, the average annual figure of the Chinese fitness crowd is 2,596 yuan, far lower than the 14,268 yuan in the United States.
As for the “promising” space, it may be fitness beginners and entry-level people. According to the “Healthy China 2020” Strategic Research Report, more than 80% of Chinese residents over the age of 18 never participate in physical exercise, and many new users start There were problems such as fear of injury and inability to persevere.
This also makes the large content platform with stronger entertainment attributes, compared with the “specialized and sophisticated” vertical products, more advantageous in competing for this part of users to expand the capacity of the fitness industry.
The “Liu Genghong phenomenon” this time also confirms two things. The first is the huge potential of this track, and the second is the capacity advantage of the large content platform.
But Douyin has “Liu Genghong girls and boys”, which does not mean that you can always have them – how to stick to them and how to make the fitness track monetize smoothly is the next problem that needs to be solved.
In contrast, the previous exploration track and group buying business have been opened up, and the monetization link is clear; while the situation of the Sannong track is more tortuous. The lack of experience in Internet operation leads to higher training costs for the operation of the three rural accounts, and the connection process cycle is also longer.
The popular student Zhang once publicly stated that he would not consider bringing goods for the time being. Now his monetization method is to receive a commercial order for video implantation, and the quotation is 300,000 yuan. Brands such as OPPO and UnionPay have already cooperated with it.
For fitness netizens, the current monetization method is still relatively simple, mainly focusing on bringing goods. What is slightly embarrassing is that in the comment area of Liu Genghong’s live broadcast room, people express their goodwill towards him, which is often compared with “live broadcast with goods”, that is to say, for these users, “live broadcast with goods” is a A deduction item.
Whether more diverse monetization paths are needed, such as brand placement, offline store dough purchases, paid content, etc., is the next brick that Douyin needs to pave the way for the fitness track.
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