Liu Genghong’s “cooling down” in the live broadcast room, negative growth in the number of fans: experts say that the epidemic itself accelerates fitness live broadcasts in the future

Dongfang Selection continues to become popular, and the popularity has not yet touched the ceiling. Since the account fans exceeded 10 million on the 16th, the Oriental Selection increased by 3 million fans again on the 17th. For a time, various brands came one after another, hoping to cooperate with Dongfang Selection to bring goods. In contrast, Liu Genghong, a “top-stream” fitness anchor who became popular in April and May, seems a little lonely.

The principle of “flowers are not a hundred days of red” also applies to the live broadcast industry. However, for Liu Genghong, the realization of its traffic has not yet ended.

With the adjustment of epidemic prevention and control measures in many places in June, more and more people went out of their homes and resumed their normal life. The days when I used to stay at home and dance with Liu Genghong seem to be gone forever. Third-party data shows that at the beginning of June, Liu Genghong’s fans increased negatively.

In the eyes of experts, people’s lives are gradually returning to the right track, which is also an important reason for Liu Genghong’s “cooling down”.

As a “top-stream” fitness anchor, not bringing goods may make netizens feel good about Liu Genghong, but Liu Genghong’s traffic is not without a road to monetization.

​“Soft Guang” is Liu Genghong’s most common monetization method. Liu Genghong and his wife Wang Wanfei often wear sports brand clothing with obvious LOGO in the fitness live broadcast room, forming the promotion of sports brand in a subtle way.

Li Yingtao, a senior analyst in the brand retail industry of Analysys, believes that compared with live broadcasts, although the revenue of playing soft radio is lower, the anchors need not worry too much about the quality of the products, and the team management is relatively simple. “If you want to officially live broadcast and bring goods, you may need to set up a huge company to regulate management issues such as warehouses and quality inspections, and the cost is relatively high.”

Although Liu Genghong did not carry out live streaming on his account, he also tried live streaming on his wife Wang Wanfei’s Douyin account. On May 31, Liu Genghong’s first show with goods in “Xiaohao” was not warmed up, and it was not a popular time for live broadcasts to bring goods, but the three sportswear that he brought with him were still sold out, and these three dresses are being sold out. It comes from a sports brand that previously “played soft wide”.

In addition, Liu Genghong also began to try to play “hard broadcast” in the live broadcast room. Recently, Liu Genghong recommended a smart screen to netizens in the live broadcast room, saying that he can practice the actions of his live broadcast on the smart screen. This may also mean that in the future, Liu Genghong’s realization path will be more diversified.

Li Yingtao believes that even if the impact of the epidemic subsides, the prospect of fitness live broadcast is still promising. “The epidemic itself has accelerated the development of fitness live broadcasts. In the future, fitness live broadcasts themselves will also be iteratively updated, such as improving equipment technology to enhance the experience and interactivity of online live broadcasts.“​​​​

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