Singer Liu Genghong has emerged as the new face of China’s fitness livestreaming trend, with 64 million followers on Douyin and collaborations with Fila.
What happened: The pandemic has unexpectedly made singer and actor Liu Genghong a hit livestreamer. At Douyin, Liu and his wife Vivi Wang have sparked a fitness revolution: They gained over 64 million followers within a month (for perspective, seven years after fitness app Keep accumulated 34 million monthly active users). engaged) and they have been livestreamed nearly 100 million views. Songs by Chinese musician Jay Chou are often used by influencers as his background music, and his song “Herbalist’s Manual” (本草纲目) for workout classes went viral. The interaction between Liu and his wife during workouts has been credited as a major reason for the duo’s popularity.
Take Jing: According to Keep Prospectus, China’s online fitness market grew from 35.6 percent in 2019 to 44 percent in 2020, and is expected to climb to 60.6 percent in 2026. The lockdown is helping to accelerate this growth. Given this huge potential, brands are using sports stars as ambassadors and KOLs. Now, game companies can also include their own influencers on social media such as Douyin, Xiaohongshu and Kuaishou. With any luck, they hope to emulate the success of the mainland’s latest livestreaming crush: Liu Genghong. Continue reading full article Here