Liu Genghong and Wu You Media "Break Up"! Loses 8.54 Million Followers, Live Streams Cool Down, Is the Fitness Top Influencer "Fading"?

Introduction:

Liu Genghong, who once became an internet sensation with his "shuttlecock workout" and attracted over 40 million viewers in a single live stream, recently announced the end of his three-year collaboration with Wu You Media, sparking widespread discussion. Meanwhile, his Douyin account has lost over 8.54 million followers from its peak, and his live stream viewership has plummeted to less than one-twentieth of what it was, with sales also slumping. Is this "breakup" a result of the brutal cycle of internet fame, or a new opportunity for transformation?

I. End of Three-Year Collaboration: From "Full Contract" to "Business Partnership"

On February 25, Liu Genghong announced during a live stream that his contract with Wu You Media had expired, marking their "final live stream" together. Wu You Media responded that although the collaboration has ended, the two parties have transitioned to a "business partnership" and may still work together in the future.

According to public information, Liu Genghong's management company, "Talent Planet," is now majority-owned (70% stake) by Superstar Legend Group, which is associated with Jay Chou. Founded by Jay Chou's mother, Ye Huimei, and his manager, Yang Junrong, Superstar Legend focuses on celebrity IP management. This shift in collaboration may pave the way for Liu Genghong's independent development.

II. Drastic Drop in Popularity: Loses 8.54 Million Followers, Live Stream Heat Down to 5% of Peak

Accelerated Follower Loss

Liu Genghong's Douyin account currently has 61.49 million followers, down from a peak of 70.035 million, a loss of 8.545 million followers. In the past 30 days alone, he has lost 407,000 followers. Netizens commented, "The shuttlecock workout trend has finally passed."

Plummeting Live Stream Viewership

Data from Dada shows that Liu Genghong has only streamed 7 times in the past 30 days, with viewership dropping from a peak of 44.76 million to between 1-2 million per stream, less than 5% of his previous viewership. The former "national fitness coach" now has viewership comparable to mid-tier streamers.

Poor Sales Performance

His secondary account, "Liu Genghong Health," which focuses on fresh food products, has streamed 55 times in the past 30 days, with average sales of only 75,000-100,000 yuan per stream, totaling less than 5 million yuan. Compared to other top streamers who can achieve sales of over 100 million yuan in a single stream, these figures are quite modest.

III. The "Ice and Fire" of the Fitness Industry

Liu Genghong's decline is not an isolated incident:

• Content Homogenization: Post-pandemic, the demand for home workouts has decreased, and users have grown tired of the single workout routine.
• Intense Competition: New fitness influencers and AI fitness apps are diverting user attention.
• Commercialization Challenges: The fitness niche inherently has lower conversion rates for sales, and fresh produce requires strong supply chain support.

Despite these challenges, Liu Genghong still holds commercial value. His advertising rates show that a 20-second video ad costs 600,000 yuan, and income from short video sponsorships and brand endorsements may become his future focus.

IV. Future Directions: Leveraging Jay Chou's IP, Transitioning to "Celebrity-Style" Management?

After leaving the MCN and operating independently, Liu Genghong's team has been actively making moves:

• Partnering with Superstar Legend: Leveraging Jay Chou's IP resources to develop co-branded products and concert collaborations.
• Expanding Offline Presence: The "Genghong Village" live stream base, co-built with Wu You Media, has been established in Kunshan, aiming to create a comprehensive fitness and entertainment complex.
• Upgrading Content: Shifting from fitness instruction to promoting a healthy lifestyle, enhancing the long-term value of his personal brand.

V. Netizen Reactions: No "Eternal Champions" in the Era of Internet Fame

Supporters: "His success in popularizing fitness is already remarkable, transformation is inevitable!"

Critics: "Losing followers so quickly, he's on the decline."

Rational View: "Internet fame cycles too quickly, staying relevant for three years is already a miracle."