With tens of millions of fans in 1 day, what business opportunities can Liu Genghong bring to sportswear?

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.

Different from Liu Genghong's happy and friendly fitness live broadcast, the recently popular "Mao Ning Counterattack" is a different way, through "fattening", "shaving the invention of the will" and other reality show-style personal demonstrations to form a differentiated memory point, deliberately creating an immersive weight loss scene.

Data at a glance:

1) "Shake Clothes" data shows that "Mao Ning's Counterattack" will start live broadcasts at 14 o'clock and 19 o'clock every day, twice a day.

2) Up to now, the number of fans of "Mao Ning Counterattack" has reached 670W, which is one of the fitness anchors with the most fans in recent times, with a month-on-month increase of 4316% in the past 30 days, accounting for 30.81% of the total number of fans. Interestingly, the number of followers of "Mao Ning's Counterattack" in the past 15 days has decreased by 52% month-on-month, or it has been diverted.

Inventory with goods:

According to the "Shake Clothes Data" background product page, the goods of "Mao Ning Counterattack" are mainly food and beverages, sportswear, functional equipment and other fitness auxiliary products that emphasize healthy weight loss, with sales of more than 1000W in the past 30 days, and a live broadcast conversion rate of 5.55%, and the best sales volume is "Nordland Hi Yin Flavor Drink", priced at 99 yuan.

Judging from the distribution of goods in "Mao Ning's Counterattack",Food and beverage accounted for more than 63.64%, and it has more advantages in sales and sales, and sportswear accounted for 22.73%, the highest monthly sales are priced at 59.9 yuan, "breasted high-waisted hip lifting corset, Barbie yoga leggings, women's external wear sports fitness".

Liu Fang's physical etiquette

"Liu Fang's Physical Etiquette" is one of the representatives of anchors who have made achievements in the field of Douyin fitness live broadcast earlier, and its monthly sales exceeded 100 million yuan as early as October 2021.

Judging from the image created in the live broadcast room,"Liu Fang's Body Etiquette"Focusing on high-end and professional tutor characters, targeting middle-aged and elderly female users, the threshold for aerobics movements displayed in the live broadcast is low, emphasizing the improvement of femininity and body, thus gradually accumulating a group of sticky fans.

Data at a glance:

1) From the live broadcast list page in the background of "Shake Yi", it is known that "Liu Fang's Physical Etiquette" has two fixed live broadcasts every day, namely 8 am and 19 pm, and the average number of viewers per game is basically around 50W-200W, and the number of viewers in the evening is more than in the morning.

2) Up to now, the number of fans of "Liu Fang's Body Etiquette" is 1600W, and the number of fan groups is 300W, and the score has decreased slightly month-on-month in the past 30 days.

Inventory with goods:

Compared with other fitness live broadcast experts, "Liu Fang's body etiquette" has obvious advantages in carrying goods, with average sales per game basically maintained at 300W, live broadcast sales in the past 30 days were 64W, monthly live broadcast sales were 7000W, and the live broadcast conversion rate decreased by 82.65% month-on-month.

According to the categories of goods brought by "Liu Fang's body etiquette" in the past 30 days, they are mainly divided into women's clothing, food and beverage, beauty and skin care, home furnishing and daily chemicals, jewelry, etc., with a wide range.Among the many categories, women's clothing accounted for the highest proportion, reaching 53.97%, but sportswear only accounted for 4.65% of the total number of women's clothing products, the highest monthly sales are "sports quick-drying tight yoga suit set".

Liu Genghong, who is at the peak of his popularity and popularity, has not yet brought goods to cash, but judging from the real details of the goods expert "Liu Fang's Body Etiquette" and the traffic rookie "Mao Ning's Counterattack", even if it is an anchor who has become famous in fitness live broadcasts, itThe proportion of sportswear in the composition of the group is also not advantageous, far inferior to ordinary women's clothing, food and beverage and other categories, and there are few products with monthly sales of more than 10,000.visibleDouyin's fitness anchors cannot be directly linked to the ability to carry sportswear。

Although looking to the future, China's sportswear market is limitless, and Liu Genghong's explosion has also injected a large wave of social attention into Douyin's fitness live broadcast, but can this wave of traffic really effectively translate into commercial potential, and then drive sportswear sales?

So far, according to the sales market of Douyin sportswear market observed by "Douyi", it has not been significantly affected and remains to be seen for a long time.

About "Clothes Shake Data"

Douyin Data is a big data platform for Douyin clothing merchants under Zhiyi Technology to optimize Douyin shoes and clothing. Based on Douyin's interest e-commerce model, Douyin data digs deep into various Douyin delivery data to help Douyin clothing merchants improve the efficiency of selection and the effect of Douyin delivery.

Founded in February 2018, Zhiyi is a technology-driven supply chain platform dedicated to standardizing the discovery of data-based trends, the mining of popular models and the organization of the supply chain, and creating an intelligent clothing design supply chain platform. In 2018, it received tens of millions of US dollars in Series A financing; In 2021, it completed three consecutive rounds of financing of nearly US$100 million, led by Hillhouse Venture Capital, Wanwu Venture Capital, Xianghe Capital and CE Innovation Capital, followed by old shareholders Legend Capital and Yonghua Investment, and was shortlisted for the "Hangzhou Quasi-Unicorn Enterprise List" in the same year.

Up to now, Douyi has served thousands of fashion brands and platforms such as UR, Vipshop, Ayazhi, Trendy, Peacebird, Heilan Home, and Semir.

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