Cover source ｜ IC Photo
Text ｜ Dou Xuan editor ｜ Qiao Qian
Liu Zhenhong may not have lost weight yet, but Liu Zhenhong is really thin.
As of April 26, the number of Tiktok fans of liuhuanghong has exceeded 50million, and it is only six days since he sent a video to celebrate that his fans have reached 20million.
Liuzhenhong used to be Jay Chou’s good friend and little puff’s father, but now he is a superstar in Tiktok. At first, it attracted attention because of the live fitness broadcast in down jackets, and then it broke the circle with the shuttlecock exercise that everyone can keep up with. At present, the topic of shuttlecock challenge in compendium of Materia Medica has been broadcast 4.64 billion times on Tiktok.
After leaving the circle, platforms such as station B and xiaohongshu have also strengthened their cooperation with him.
In fact, as early as June, 2018, Liu Zhenhong settled in Tiktok. His early content mainly focused on parents and children and daily fitness science popularization, which was also mixed with some short videos of interaction with Jay Chou, JJ Lin and other stars. But it only rose by 1 million in two years.
Liu Hong signed a live broadcast, but it didn’t improve until the end of last year. Since the opening of morning exercise and night exercise live broadcast in late February this year, the number of fans has increased significantly until the down jacket live broadcast event began to explode.
As the head MCN in the Tiktok ecology, worry free media has ranked first in the monthly list of Tiktok MCN for 35 consecutive times. This organization has created online popular cases such as Zhang Xinyao, the big wolf dog couple and sister Mao Mao in Tiktok. However, for the content of being a star artist on Tiktok, worry free media has not made any achievements before.
As far as Tiktok is concerned, the emergence of Liu Zhenhong is also very timely.
After Luo Yonghao gradually faded out, a new phenomenon level online celebrity was urgently needed in Tiktok ecology, and Liu Fuhong filled this gap. Tiktok’s operation disclosed to 36 krypton that Tiktok is also trying to find the increment of the platform by supporting some vertical categories.
In terms of fitness vertical category, Tiktok launched a short video fitness action “Dou plan” at the end of last year. The popularity of Liu Zhenhong this time has also been promoted by the hot spots of Tiktok and the operation departments of the sports vertical category. According to the recent live broadcast list of Tiktok, the fitness live broadcast has also occupied the most seats at the top of the list, which means that this vertical category has been on the rise.
36 krypton interviewed Lei binyi, CEO of worry free media, trying to restore the beginning and end of this out of circle event.
36 krypton: when did you start cooperation with Liu Fuhong?
Lei binyi: we signed the contract in December last year. I happen to know his agent. We want to be a star this year. We talked to them when selecting seedlings. We also saw it at first sight and felt that we had the opportunity to do it.
The period from the signing of the contract to February belongs to the running in period of communication plan and direction setting, including mutual understanding and planning collision. In February, we began to try to bring goods through live broadcasting, and did several home shopping and aerobics. By March, we gradually focused on fitness live broadcasting.
Krypton 36: Why did you switch from live delivery to fitness live?
Lei binyi: before signing us, he also did live broadcasting with goods, but he must test the data in all aspects.
We initially asked him to do e-commerce delivery in Tiktok. In fact, the delivery was OK. There were only more than 1 million fans at that meeting. In the early stage, we didn’t put too much pressure on him. More importantly, we found the rhythm and feeling of delivering goods in Tiktok live broadcast. In the process of doing it, we are also thinking about how to enrich the content and improve the number of online viewers, so we try the direction of fitness.
The initial idea is to do both live content and short video content. For short video, we will do some family and life oriented content with him. Live broadcasting is to bring goods and fitness.
But later we found that in the direction of fitness, he loved and was good at it, and the fans responded well. So we think we can do the content well first, and we don’t have to worry about commercialization first.
Therefore, in March, it began to focus on fitness live broadcasting, and the e-commerce was suspended. We also did some fan operations. For example, at that time, Tiktok had opened the fan group function. We also actively guided him to build a fan group in Tiktok, and precipitated his private domain through Q & A and interaction. Since late March, if the fans rose every day, they could rise by about 50000-100000. In this way, they also rose to more than 3 million fans in one month.
36 krypton: at that time, it was obvious that the growth of fans of fitness content would be better than the previous e-commerce goods or parent-child content. Did you adjust the direction of the content?
Lei binyi: not counting the adjustment of direction, we adjust the proportion of live broadcast. Just this year, we also established the knowledge service division, which is equivalent to this exploration.
36 krypton: when did you feel that Liu Jianhong’s fitness live broadcast began to catch fire?
Lei binyi: the time when the fire starts should be the time when you wear a down jacket in the live broadcasting room. I think it’s a bit of a coincidence. At that time, our team was still worried about the audit. Fortunately, Daren resolved it in a relaxed way, which is a very good turn. We later felt that everyone’s attention is strengthening.
36 krypton: the next explosive point after the down jacket incident is shuttlecock?
Lei binyi: that’s true.
36 krypton: after these events, what is the situation about the increase of fans of liuzhenhong on Tiktok?
Lei binyi: the down jacket incident has increased by about 1.5 million fans. Since then, his number of fans has increased significantly. After shuttlecock gymnastics attracted attention, he has also frequently posted on microblogs and Tiktok hot searches. From April 15 to April 21, the number of fans has been rising continuously in a single day. The number of fans reached the peak on April 21, when the number of fans increased by 919000 in a single day.
36 krypton: what is the cooperation mode and division of labor between worry free media and Liu Fuhong?
Lei binyi: we have signed his cooperation exclusively. In terms of cooperation mode and division of labor, we plan the content and operation together. Specifically, in the field of fitness, he has worked for 30 years and is very professional. Now we see that the arrangement of aerobics and music selection are mainly based on him. We also have some suggestions for the later music selection. Each short video content topic selection will also collide together. In addition, there are some external and media operations, which may be led by us.
36 krypton: How did BGM choose?
Lei binyi: Compendium of Materia Medica