"Did you the compendium of Materia Medica today?" Recently, Liu Fuhong has become the "top stream" in the fitness industry, and his fitness "war song" compendium of Materia Medica has also become famous on the whole network. In addition to the impact of the epidemic, more and more people began to pay attention to body management, and the live and short videos teaching netizens how to keep fit also ushered in a new wave of traffic. However, the new fitness model also faces many challenges, such as blind training is easy to be injured, and the effect of online fitness is difficult to ensure. phenomenon Short videos have become a new "venue" for fitness "The fat on the waist is falling off, the mermaid line and the vest line I want..." at 7:30 pm, put on the yoga mat and put on the sportswear. With the dynamic music and the slogan of "magic", Liu Xin's beady sweat flowed down her cheeks. Liu Xin has been practicing with her for two weeks. Although she hasn't lost much weight, she feels that her body lines are better and her mental state is much better. "The live broadcasting room is very happy and the atmosphere is super good. The action will not be too difficult. It's very convenient to practice at home." Liu Xin admitted that she had never hired a coach or followed the live broadcast for fitness before. Liu Fuhong's live broadcast time happened to be after work. She followed for a few days and found that although exercise and fitness were laborious, it could bring her continuous satisfaction. Many netizens who follow Liu Jianhong's fitness call themselves "Liu Jianhong girl" and "Liu Jianhong boy". They often call coach Liu to "correct homework online". Liu Jianhong's fitness live broadcast has also become a hot topic at present. According to the data, on April 24, Liu Zhenhong conducted a live broadcast in Tiktok for 1 hour and 53 minutes. The cumulative number of viewers reached 48.8308 million, the peak number of online people was 4119400, and the number of likes was 226million. As of April 25, Liu had 45.0508 million Tiktok fans, while on April 15, his fans were only 7.8601 million. In just 10 days, it has increased by nearly 40 million. Not only is Liu Jianhong's fitness live broadcast, the sports atmosphere of the short video platform is also getting stronger and stronger. Many fitness enthusiasts, professional athletes and sports institutions present popular sports such as fitness, basketball, running and football, as well as "niche" sports such as skateboarding and equestrian through various forms such as fitness punch in, popular science knowledge sharing and plot interpretation. awkward Blindly following the trend is easy to get hurt Although the content of fitness live broadcast and short video is getting richer and richer, netizens have tried for a while and found that not all fitness are suitable for online learning. For example, after blindly following the trend training, if the movement is not in place, it may be injured; Coaches and users across the screen, lack of one-on-one supervision, the effect is not satisfactory. In addition, the level of online fitness coaches is mixed, and the lack of supervision has also aroused public concern. "I can't lose!" Seeing more and more people around him join Liu Jianhong's fitness army, the fat Hu Xiao can't sit still. Who knows, just after 20 minutes, Hu Xiao's expression changed from confidence to gnashing teeth, and her actions gradually lagged and deformed. Her family teased her that she danced like a "sharp moth", but she insisted on dancing for an hour and a half. Just after jumping, his knee was nothing different. But the next day, Hu Xiao's knee became bigger and bigger. It hurt as soon as he walked, and he recovered after a week of rest. "I was still immersed in the happiness of fitness and weight loss the day before. I didn't expect to become an 'injured girl' just one day." Hu Xiao said regretfully, "you can't rush to keep fit, especially for people like me who have no sports foundation and are fat, they have a heavy load on their knees, and their movements are not standardized, so they are easy to get hurt." On April 21, the topic of "Liu Fuhong's fat burning exercises don't practice disorderly" rushed to the microblog hot search, and the topic was read more than 1.06 billion times. Liu Jianhong also released a video to remind everyone to "step by step and do what you can". "No training or movement is universal. For example, Liu Jianhong's popular 'shuttlecock exercise' requires the simultaneous force of hip and knee. If the range of motion of hip is not enough, it may cause compensation of knee joint and damage to knee meniscus and hip joint." Chen Bowen, a professional rehabilitation specialist who once worked in the rehabilitation department of the sports Hospital of the State General Administration of sports, said. Chen Bowen reminded that exercise intensity and frequency should also be matched with individuals. Many netizens have no sports foundation and belong to follow-up training, which is likely to cause excessive exercise and increase the burden on joints and muscles. In addition, after short-term high load exercise, the body's immunity may decline, and the probability of cold and fever will also increase. experience Anchor qualification mixed "I'm too tired to keep up. I feel sore the next day." Hou limeng just followed the live broadcast for one time, and then withdrew. "Across the screen from the coach, I don't know whether the action is standard or not. It's difficult for people with weak willpower like me to insist." Ding Dong, head of the Private Education Department of a well-known chain fitness brand, said that following online fitness can only be "drawing a ladle according to the gourd". For example, coaches can't evaluate whether the centripetal and centrifugal contraction of muscles in sports are standardized, whether each joint has hyperextension and locking, and whether the breathing mode is correct. Ding Dong introduced that in addition to the standardization of actions, physical and mental fatigue and inertia are also obstacles that students are difficult to overcome. Offline fitness coaches will make an overall plan according to everyone's physical condition and needs. They will not only supervise the training of students, but also supervise their daily diet and living habits, so as to ensure the fitness effect to the greatest extent. In addition, Ding Dong believes that online fitness teaching is more mixed than offline. Some live broadcasting rooms only want to attract attention in order to pursue traffic. For people with real fitness goals, online fitness is not the first choice. The reporter browsed the short video app and found that there are many and miscellaneous fitness anchors on the platform, which is difficult to identify their professionalism. On the introduction of fitness anchors with more than one million fans, they only wrote such as "eight years of experience in sports fat reduction", "a 52 year old big sister who loves exercise" and "the second child Baoma who counter attacks from 135 kg to 100 kg". They did not mention professional qualifications, but many netizens can practice with them. Is the fitness live broadcast lack of qualification "threshold"? The reporter asked the customer service of a short video platform, what conditions do you need to open a fitness live broadcast account? Customer service staff said that real name authentication is required, and the live broadcast content and behavior can be broadcast normally if they comply with the live broadcast code of conduct. observation What does cloud fitness rely on to earn money Taking the express train of short video and live broadcast, fitness has become a hot content on the network. Fitness live broadcast and short video finally hope to achieve the purpose of realization. Liu Xingliang, President of DCCI Internet Research Institute, introduced that on the whole, there are two main ways to realize the fitness anchor. On the one hand, it is the profit model of the live short video itself, including platform traffic sharing, live reward and goods. On the other hand, it is the realization model in the fitness field, such as knowledge payment, drainage for offline gyms, etc. According to the Tiktok sports fitness report, in 2021, the live broadcast income of fitness anchors increased by 141% year-on-year. Many millions or even tens of millions of fitness anchors will bring goods during the live broadcast. When the intense fitness exercise is over, the "treadmill" under the anchors' feet and the "Yoga Pants" they wear will arouse many people's desire to buy. According to the new data, a "yoga teacher" with 13.801 million fans put four products on the shelves in the live broadcast with goods on April 23, with 536900 people watching. The estimated sales volume is 2328 pieces and the estimated sales volume is 204600 yuan. In another anchor's Tiktok recommendation window, there were 16 items, including fitness shoes and clothing, food and beverage, equipment, etc., of which 45000 items of a beverage with a unit price of 99 yuan had been sold. Advertising is also one of the important income of fitness anchor. Take a sports and fitness anchor with 694000 fans in Xiaohong book as an example. According to the statistics of Xinhong, the anchor cooperates with 18 brands, mostly in the category of health preservation, with a picture and text quotation of 18000 yuan and a video quotation of 26000 yuan. Many anchors also rely on their professional fitness background to sell a series of online video courses in the live or short video interface. Or through the promotion of new media channels, open up online and offline consumption channels, attract members to the store experience, and drain the offline gym. In addition, the fitness anchor itself is the "spokesperson" launched by the offline weight loss training camp. viewpoint Industry norms need to be strengthened After the noise, where should the new fitness model go? For the embarrassment that the actual effect of "cloud fitness" is difficult to guarantee, song Qinghui, a famous economist, believes that it is necessary to strengthen the standardization and supervision of the "cloud fitness" industry, urgently formulate industry access standards and establish a perfect online and offline fitness standard system. Liu Xingliang, President of DCCI Internet Research Institute, suggested that we should define the industry of fitness behavior on the Internet and distinguish fitness videos with profit-making nature from those with only interest sharing. Strengthen the supervision of paid live courses, and restrict the behavior of fitness carrying goods in accordance with the relevant laws and regulations of live carrying goods. How to improve the user experience? Liu Xingliang suggested that users need to understand basic fitness knowledge, screen the qualification level of fitness anchor and judge whether the fitness intensity is suitable for them before "following practice" online. You can't "superstitious" someone or a platform, exercise scientifically and step by step, and be responsible for your body. Song Qinghui believes that in order for customers to have a good experience, both live content and services need continuous optimization and innovation. In addition, for most people, if there is no face-to-face guidance during fitness, it is difficult to self-discipline and persistence. Some fitness institutions that have done well are actively exploring one-to-one private live broadcasting. On the one hand, this move avoids the public live broadcasting platform and has a better customer experience. On the other hand, it helps to explore a new profit model that is more in line with the current situation. (outlook new era)