Speaking of Liu Jianhong, fans all know that he is a good friend and private teacher of singer Jay Chou. Who could have thought that during the epidemic period, the 50 year old artist turned out to be the top of the fitness industry overnight, and his related topics also had tiktok and micro-blog fever.
Since the outbreak of the epidemic in 2020, the lifestyle of Chinese people has changed greatly. Home has become the norm, and home fitness has become one of the emerging lifestyles. The digital transformation of fitness scene has made a number of platforms providing online fitness guidance popular. For example, keep has submitted its listing application to the Hong Kong stock exchange.
Under the tuyere of home fitness, both traditional gym and fitness platform seem to have found a new path of survival and development, but can this business model run through?
“Liu Zhenhong girl” is the latest in
Because of the Shanghai epidemic, home segregation, the live star Will Liu became a tiktok with Li Jiaqi.
With multiple labels such as singer, actor and Jay Chou’s friends, Liu Zhenhong, who is in Shanghai, has a sense of substitution for many home-based citizens.
The combination of “professional fitness coach” + “forced business player” not only meets the professional needs, but also creates a empathic experience. Will Liu, a star, is even more of a frail guy. He is not discouraged because of his “too good build” and “too tight clothes”. He is often shaving his hair and will be wearing a down jacket for a while, and he will fight tiktok with the rules of live broadcast platform.
This kind of forbidding event, which makes people laugh and cry, made Liu Fuhong happy to carry out multiple hot searches and completely leave the circle, which not only attracted a large number of netizens to rush into the live broadcasting room, but also many stars such as Chen Haomin and Christy Zhong began to punch in.
As of press release, Will Liu’s fans have been up to 26 million 712 thousand, 7 days more than 10 million of the powder, fans have exceeded half of Li Jiaqi fans, become one of the most popular tiktok in the near future. According to the new data, in the seven days from April 14 to April 20, the number of fans on Liu Fuhong’s whole platform soared from 6.208 million to 18.86 million, an increase of more than 200%.
Many netizens ridiculed Liu Jianhong as “the only man in the whole network who can compete with Li Jiaqi”. Almost overnight, everyone was dancing compendium of Materia Medica. It is not surprising that “Li Jiaqi girl” has become the latest trend.
Liu Jianhong’s explosion also attracted the attention of investors.
On April 18, at the interactive exchange of Shenzhen Stock Exchange, some shareholders proposed to By-Health Co.Ltd(300146) ask Liu Zhenhong to speak for them. On April 21, another shareholder asked Aimer Co.Ltd(603511) questions and suggested that the company cooperate with head fitness online celebrities, such as Mr. and Mrs. Liu Zhenhong.
how to run through the commercialization model
Since Kwai Chung, the online live broadcast of fitness has been a hot topic. Many platforms such as tiktok, jitter, Xiao Hong, B station are launched every day.
Digital applications providing fitness services such as fitness live broadcast have rapidly reached hundreds after the epidemic, and paid subscription of fitness content has become its main revenue model.
Before the epidemic, online fitness had become an emerging social lifestyle among young people, and the digital platform providing online fitness guidance services had become the darling of capital.
For example, keep, which is best known to the public, has not only attracted a group of well-known fitness experts such as Pamela and Zhou LiuYe in recent years, but also submitted a prospectus to the Hong Kong Stock Exchange on February 25 this year.
After the outbreak, the demand of Internet users for online fitness content has further increased. The tiktok fitness report shows that in 2021, the fitness of the anchors increased 208% compared with the same period last year, and the live broadcast revenue increased by 141% over the same period. The number of tiktok sports videos increased by 134% over the same period, and the number of creators increased by 39% over the same period last year.
The epidemic once closed the offline gym, and the gym also took advantage of this to look for opportunities on the Internet. Tiktok, Wade, wells, super gorilla, Lok Kwai and so on all have opened free live courses on many social platforms including jitter, fast hand, little red book and video number, according to incomplete statistics. One trillion
However, whether it is fitness experts, traditional gyms or online fitness guidance service platforms, how to realize is a problem they can’t get around.
Take Will Liu as an example, he was in 2018 and was in December 2021. He signed the MCN agency without worry media. From his live broadcast history, he could see his tiktok experience. At that time, he was not popular enough to bring the goods to the same level.
For more well-known fitness KOL, such as Pamela, it will also make profits by endorsing + self created sports brands. According to data, the soft wide implantation of Pamela’s single video is as high as 1 million yuan, and the average charge for each social media post is 38700 US dollars.
Online fitness service platforms such as keep, unlike a single talent, can make money only by live delivery or endorsement. At the same time, compared with traditional gyms, such platforms often do not have offline fitness venues. If you want to run further in the capital market, user retention and commercial change must be solved.
Take peloton, a well-known fitness brand in the United States, as an example. Starting from treadmill and spinning bike, peloton also provides users with paid fitness courses through app. It was officially listed on NASDAQ in 2019. In 2020, due to the covid-19 pneumonia epidemic, the offline gym was closed and peloton’s subscription volume surged. The company’s share price soared to $171.09 in January.
However, with the epidemic and policy changes, peloton’s subscription volume has fallen sharply, and its share price has fallen again and again. The market value of the company has shrunk from nearly $50 billion in 2020 to about $9 billion at present.
According to keep’s prospectus, in 2019, 2020 and the first three quarters of 2021, keep’s net losses were 366 million yuan, 106 million yuan and 695 million yuan respectively, with a total loss of 1.167 billion yuan.
The retention rate of peloton’s online and offline content is 92.0% on average, which makes the retention rate of peloton’s offline content extremely high. However, according to Analysys consulting data, in June 2021, the 30 day user retention rate of keep was only 20.85%, lower than the median 34.56% of sports and health apps.
With the end of the epidemic in the future, although fitness people will retain the habit of online fitness, the return to offline gyms will still have a diversion effect on the existing fitness live audience. The traditional gym will eventually return offline. The online fitness platform will flow offline through cooperation with the gym. Keep failed to give a plan on what to do.
Therefore, Liu Zhenhong’s explosion is likely to be just an accident under the epidemic.
Tiktok’s research shows that the online fitness industry has a large market space and high growth rate, attracting many game player. Apart from online fitness technology companies, every subdivision (fitness course, consumer electronics, clothing and equipment, food channels) has entered into several Giants: B station, HUAWEI, jobing, millet, Nike, Decathlon and so on. Huatai Securities Co.Ltd(601688) The conversion rate and retention rate of paying users and product differentiation are the key points that every player needs to explore.
