Overnight, Liu Genghong, who was live streaming fitness on Douyin, suddenly became a phenomenal idol. Even if you are not a "Liu Genghong girl/boy", your circle of friends must have been swiped by Liu Genghong and the demonic "Compendium of Materia Medica".
According to the data, Liu Genghong's fitness live broadcast has been watched by more than 100 million people, setting the latest record for Douyin live broadcast in 2022, with more than 30 million fans on the 7th, and the highest number of fans in a single day reaching more than 10 million, close to Li Jiaqi.
In April 2022, when the epidemic was shrouded, Liu Genghong's effect drove a national sports and fitness frenzy, and people's downturn was awakened by "mermaid line, vest line, and practice", and the "line" related to sports and fitness began to breed new business opportunities, and the consumer demand for sports and leisure clothing rose.
Next, the "Shake Clothes Data" will be changed fromThe status quo of China's sportswear industry, Douyin fitness live broadcast with goodsFrom two perspectives, we will discuss with you the new business opportunities under this wave of tuyere.
Let's start with three sets of data:
According to Euromonitor data, the global sportswear retail market reached US$666.2 billion in 2021, an increase of 22% year-on-year in 2020, and will maintain a high growth rate of 7.5% in the next five years, reaching US$955.4 billion by 2026, leading other major segments of the apparel industry.
According to data from the Prospective Industry Research Institute, the retail scale of China's sportswear market in 2021 will be 371.8 billion yuan, a year-on-year increase of 19.1%. From the perspective of market growth and concentration, the domestic sportswear track has maintained a leading position.
According to McKinsey's 2021 China Consumer Report, online fitness users have increased by 23% after the epidemic, and online fitness users account for 60%. Among them, the fitness penetration rate in China in 2021 is only 5.3%, less than half of that of developed countries.
Data from multiple authoritative institutions prove thatSportswear has been enjoying hundreds of billions of market shares at home and abroadand will continue to show high growth rate and resilience in the future.Leading other sub-categories in the apparel industry。
On the other hand, as shown in the figure above, despite the increasing domestic material consumption level and fitness awareness, the Chinese people's demand for sports and fitness is rising, but the per capita sportswear expenditure of Chinese in 2021 is only better than that of India and Vietnam, and there is still a large gap with the United States, Norway, Sweden, Australia and other countries, which shows thatThe market size of China's sportswear is still in the initial stage of development with broad prospects and insufficient market share。
The other side of the coin is that China's sportswear industry is far from touching the fitness demographic dividend, and its market development growth space and growth can also be said to be the most imaginative in the world.
In fact, before Liu Genghong became popular, Douyin's sports and fitness market had also been on a continuous upward trend. As early as the early days of the epidemic in 2020, "cloud fitness" was all the rage, and after entering 2022, in the continuous encouragement of favorable factors such as the home economy, the Winter Olympics, and policies, the awareness of national health sports has been gradually deepened.
According to the "Douyin Sports and Fitness Report", since 2021, the number of Douyin sports and fitness videos has increased by 134% year-on-year, and the number of creators has increased by 39% year-on-year. thereintoThe number of fitness anchors increased by 208% year-on-year, and the revenue of live broadcast increased by 141% year-on-year。
Based on the superposition of various favorable factors, Liu Genghong, who unexpectedly became popular in mid-April 2022 because the live broadcast room was blocked three times, has completed a "traffic miracle" for the whole people in the dual empowerment of "live broadcast fitness", far surpassing the former Pamela and Keep.
So, can the energy of the new round of national sports set off by Liu Genghong bring more commercial monetization value to other fitness live broadcasts on Douyin? Can it drive the market sales of Douyin sportswear?
The "Douyi" data background selected 3 Douyin fitness anchors, including Liu Genghong, and analyzed their recent data overview to take stock of the real appearance of their goods.
Liu Genghong
It is worth noting that Liu Genghong was not in the field of fitness live broadcast at the beginning of his entry into Douyin, but live broadcast to bring goods. During the period from December 19, 2021 to February 17, 2022, Liu Genghong brought 9 sales in 2 months, with a cumulative sales of less than 10 million yuan, and there was a big gap between him and other top anchors.
Perhaps it was the strategic adjustment of MCN institutions, or the outbreak of the epidemic in Shanghai that brought the e-commerce industry to a standstill, or perhaps the rekindling of the fitness hobby by working from home, Liu Genghong started a fitness live broadcast on February 18.
Data at a glance:
1) Up to now, Liu Genghong's Douyin fans have soared to 5092W, with a daily increase of 100W since April 17, and a skyrocketing of nearly 1000W on April 21, and the number of fans is growing at a rate of 10,000 almost every minute, and the main topic of Douyin #Liu Genghong has quickly accumulated 7.37 billion views in a short period of time.
2) Judging from the content of the work, Liu Genghong has focused on fitness live slicing and related interactions since April 12, and the like data has also directly increased by an order of magnitude, from the previous thousands of likes and thousands of likes to the current 100W-300W.
Inventory with goods:
In view of the fact that Liu Genghong has not yet started bringing goods after entering the field of fitness live broadcast, the current commercial realization mainly comes from fan rewards and brand cooperation, such as in the live broadcast on April 24, Liu Genghong's family of three wore sportswear with the "Li Ning" trademark for fitness, which is also the first commercial implantation of Liu Genghong's live broadcast room after becoming popular.
For the follow-up commercial realization, Liu Genghong's agent once revealed, "Fitness live broadcast is a good way, and we are still exploring the specific business model." ”
Mao Ning's counterattack
Because exercise and fitness itself is an anti-human, high psychological threshold thing, it often requires people to have strong willpower and self-drive to persevere, so if there is no unique content advantage in the fitness self-broadcast room, it will not be able to retain users for a long time.


Liu Fang's physical etiquette


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