From offline to online, national fitness heat is accelerating to the cloud

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

Driven by the trend of epidemic and home fitness, more and more offline fitness people are gradually transforming to online. August 8th every year is the National Fitness Day in my country. Unlike previous years, this year's online online The national fitness activities are particularly lively. The online national fitness fever, which has been in full swing since the end of April, is still in full swing, attracting more than 7 million people to participate.

Home Sports and online fitness re -ignition the fitness industry

Nowadays, the atmosphere of national fitness and scientific fitness is getting stronger, and people's attention to their own health has exceeded the past. At present, my country's physical exercise population has reached more than 400 million.

External factors such as improvement of living standards, popular health concepts, and sports event incentives are important help for sports fitness and consumption of supplies. The sales popularity of venue operations, event services, sports supplies and fitness equipment, as well as the growth of the demand for the segment of online fitness.

Especially at home sports booms directly bring the sales of family fitness equipment. Compared with large sports fitness equipment, home fitness equipment with small size, light weight, and high value is obviously more popular and welcomed by consumers.

During the "618" pre -sale this year, the overall pre -sale order amount of JD family fitness equipment increased by 100%year -on -year, of which the turnover of the family barbell increased by 140%year -on -year. The turnover increased by 300%year -on -year.

Tmall's list also shows that the sales volume of Keep Smart Critical Critical Speed ​​SR1 exceeded 15,000 pieces, and the sales exceeded 1.8 million yuan. Compared with offline, online fitness has entered the fast track of development.

Data from Burning Consultation show that from last year to 2026, the size of the domestic fitness market will increase from more than 780 billion yuan to nearly 1500 billion yuan, with a compound annual growth rate of 13.5%. Among them, the market size of online fitness will be about 370 billion The yuan increased to nearly 900 billion yuan, with a compound growth rate of 19.3%, which was far higher than 7%of offline.

In recent years, the proportion of consumption -related consumption -related consumption in sports and fitness has also been steadily increased. Data from the State National Physical Physical Physical Medical Monitoring Center shows that from 2014 to 2020, the per capita sports consumption expenditure of domestic residents has increased from 926 yuan to increase to to 926 yuan to 1330 yuan.

In the capital market, fitness is also a popular industry that has attracted much attention. As of the end of last year, there were 42 sports listed companies in A shares and H shares. The total market value also exceeded the trillion yuan mark. Among them, 25 companies realized it. The double joy of revenue and net profit.

The vast market space and good development prospects naturally have attracted close attention from the capital market. Recently, many companies have submitted IPO applications. These companies also have good performance and performance last year, such as Last year, Lixuan Movement reached 3.52 billion yuan, an increase of 43.7%year -on -year.

It should be seen that there is still a large gap between domestic fitness markets, especially online fitness and European and American markets. Last year, the average expenditure of domestic fitness people was nearly 2,600 yuan, and the United States was more than 14,000 yuan. Among them, the domestic fitness penetration rate is 21.5%, the online conversion rate is 42.7%, and the United States is 48.2%and 67.9%, respectively. Of course, this also means that there is still much room for growth in the future industry.

Online fitness is more suitable for young people's fast -paced lifestyle

Compared with offline, online fitness also has strong social attributes. People can learn from each other and encourage each other. The fitness process is full of interaction and interest. 100 million yuan, the proportion of 47%in the entire fitness market, it is expected to increase by nearly 900 billion yuan by 2026, accounting for 60.6%.

The entry threshold for online fitness is relatively low, and the required expenditures are relatively high. It is very suitable for the pursuit of cost -effectiveness today, especially in the past two years, in the city's fast -paced working life mode, people have used fragmentation In free time, with the help of online live broadcast or video recording and playback forms of online platforms, home exercise exercises, and then set off a round of home fitness boom.

In the first half of this year, the traffic of the online home sports and fitness live is not Liu Genghong. He and his wife's live fat combustion fitness show on the Internet was very popular. It was only 7 from April 14th to 20th of this year. During the day, the number of fans soared more than 10 million. By April 28, his vibrato fans exceeded 53 million.

For a while, the entry related to him has continuously occupied the front position of the major social platform search or recommendation list. With the support of the business operation mode, Liu Genghong and his fitness live broadcast course have become a phenomenon level Of course, this also reflects the huge market demand of online fitness models from one side.

The online model is very suitable for home fitness scenes. In recent years, the active users of online fitness have also been growing at high speed. From 2016 to 2021, the number of active users on online monthly users has increased from 1.4 million to 138 million. It is expected that by 2026, this number will increase to 238 million.

Most of the online fitness groups are from paid users who were enthusiastic about offline fitness. Data from Zhongtai Securities showed that 87%of online fitness user groups had paid for offline fitness services within one year. Over -cost, this shows that the diversion effect of online customers is relatively obvious, and offline fitness people are gradually transforming to online. Of course, a dynamic balance between the two will eventually achieve a dynamic balance. "Yu Jian column" believes that on the premise of meeting user needs, the online platform can completely break through the restrictions of the region. It may be with the opportunity. Therefore, for platform companies, the platform on the operation line is not only full of challenges and attractive. Many companies have poured into this segmentation track every year.

Of course, the growth of users may not be able to monetize with traffic and achieve profitability directly. Users' retention and revenue conversion also requires platform companies to accurately grasp the user's pain points and expectations, and provide corresponding services and products.

All people's fitness enters the era of digitalization, informatization, and intelligence

More and more people are accustomed to obtaining knowledge and information related to fitness related to online platforms such as live broadcasting, social, short video, fitness APP. According to the huge amount of calculations, in May this year, keywords such as fitness in Douyin are in Douyin this year The above search volume increased by 171.5%compared to January.

At the same time, various vertical apps related to sports and fitness are also active, such as Keep, Guru, Yueqian, Mint Health, etc. are all the top app applications. QuestMobile data shows that Keep's monthly active users have increased by 10.8% year -on -year by 10.8% year -on -year The growth rate of daily skipping rope in this regard is as high as 639.3%. From this, it can be seen that, with the boom of home fitness, knowledge -related and fitness -related online products have broad development prospects in the future.

Keep is mainly profitable by providing payment content and sales of its own products. The company submitted a prospectus to the Hong Kong Stock Exchange at the end of February this year. The information shows that from 2019 to the first three quarters of 2021, the company's revenue from 663 million The yuan increased to 1.2 billion yuan, and the average monthly subscription members increased from 800,000 to 3.3 million. Users who purchased the company's products on the platform also increased from 18.4 million to 36.5 million. Note.

The same is true of overseas markets in this regard. Allied Market Research predicts that in 2030, the market size of the global fitness APP will reach approximately US $ 120.37 billion, almost nine times in 2020, with a compound annual growth rate of 24.3%.

Radish and greens have their own love, and offline fitness also has greater development opportunities. According to data from Ai Media Consultation, the market size of the domestic gym last year reached 377.1 billion yuan, and it is expected to exceed 500 billion yuan next year.

Digital technology is playing a huge role in the field of sports and fitness. On the consumption side, the continuous progress of digital technology has created a better sports experience and knowledge learning atmosphere for users.

PELOTON, a header of sports and fitness equipment, uses products such as treadmills, fitness bicycles to provide users with relevant content subscription services to gradually form a closed loop of a exclusive enterprise on the basis of gradually forming user stickiness. It has become the object of imitation of many enterprises.

On the product side, Huawei, Apple, Xiaomi, Amazon, etc. have all developed convenient and easy -to -use wearable devices. When smart bracelets, sports handles, household fitness equipment and other equipment are connected to the cloud or information processing platform by the network, the enterprise can realize it. Instant exercise tracking and data collection.

Combined with intelligent data analysis technology, service providers can provide users with personalized fitness plans and information services, and realize functions such as information interaction, social sharing, game competitions among users to achieve scientific fitness, happy fitness and efficient fitness fitness Purpose.

At the supply side, digital technology provides support for the intelligent upgrade of sports fitness venues, effectively promoting the steady improvement of venue resource utilization and service efficiency. In the traditional gym, in addition to the dazzling fitness equipment, more and more gyms are now. Began to use digital visual technology represented by VR/AR, and users can obtain immersive, interactive and interesting fitness experiences.

In the long run, the fusion development of online and offline is also a general trend. Many gym also offers online video courses or live courses. Members can watch online. For the gym, online courses can be used as offline fitness. Auxiliary means and drainage methods.

Conclusion

"Yu Jian column" believes that at the same time as more and more offline gyms, the Internet+fitness has gradually changed from the original substitute to the protagonist. Online, people can make full use of the fragmented time to make full use of the time and space to make full use of the fragmented time to go to Feel the fun of fitness and social.

At the same time, in the era of cloud consumption, the number of various online fitness service platforms is increasing, and the types of home fitness equipment are also increasingly richer and more personalized. The active market is forcing enterprises to transform and upgrade. Only companies are constantly trying. Only active innovation can accurately grasp future market opportunities.

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