Core reading
Nowadays, people’s fitness needs are becoming more and more prosperous, and fitness consumption is developing rapidly. It is necessary to use new technologies, create new models, create new formats, further enrich fitness products, improve fitness experience, safeguard consumers’ legitimate rights and interests, and promote the healthy development of the fitness industry.
Fitness enthusiasm continues to increase
By 2025, achieve full coverage of three-level public fitness facilities in counties (cities, districts), towns (streets), and administrative villages (communities) and the “15-minute fitness circle” in communities, and the total scale of the national sports industry will reach 5 trillion yuan
“Go, fitness!” Today, this sentence has become a buzzword.
Walking into the Jade Bird Fitness Anzhen Store located in the Global Trade Center in Dongcheng District, Beijing, many members are participating in the “online marathon.” At 10 o’clock in the morning, with the start order, fitness enthusiasts stepped on the treadmill and started the online competition: with a vigorous pace and a sweaty posture, “I am happy when I am working out” is vividly interpreted at this moment.
The reporter saw in this gym that fitness enthusiasts sweat like rain in the running area, and the strength training area with barbells, dumbbells, ellipticals and other equipment is also full of popularity.
On September 12, the “Wave Cup” men’s three-person basketball match in Gree Coastal Community, Zhuhai City, Guangdong ushered in the final. The wonderful tactical coordination and smooth dribbling layup instantly ignited the enthusiasm of fitness enthusiasts.
“From balls to chess, from running to swimming, from single parallel bars to planks, community competitions can not only enhance everyone’s enthusiasm for fitness exercise, help the implementation of the national fitness plan, but also create a good community atmosphere. “The head of Gree Coast Community Operations said.
“Nowadays, people’s fitness needs are becoming more and more prosperous, and fitness consumption is developing rapidly.” Fu Yifu, a senior researcher at Suning Financial Research Institute, believes that the fitness industry chain involves many fields, including upstream fitness equipment, coach training and course research and development, as well as In the middle and lower reaches of the offline gym, fitness APP, sports shoes and clothing, and smart wearable devices, the consumer market is huge.
According to the “2020 China Fitness Industry Data Report”, the total number of fitness club stores nationwide last year was 44,300. The number of domestic fitness clubs increased from 68.12 million in 2019 to 70.29 million. The ratio of the number to the number) is 5.02%.
In August of this year, the State Council issued the National Fitness Plan (2021-2025), which stated that by 2025, the public service system for national fitness will be improved, the people will be more convenient to exercise, the enthusiasm for fitness will be further increased, and the number of participants in various sports will continue to increase. , The proportion of people who regularly participate in physical exercise reaches 38.5%. The three-level public fitness facilities of counties (cities, districts), towns (streets), and administrative villages (communities) are fully covered, and the communityās ā15-minute fitness circleā is fully covered. Every thousand people have social sports. There are 2.16 instructors, driving the total scale of the national sports industry to 5 trillion yuan.
On the Pinduoduo platform, home sports products such as yoga clothes, yoga mats, abdominal wheels, and kettlebells continue to sell well. Data from the Douyin e-commerce platform shows that from July 21 to August 8, sales of sports and fitness products were booming, with a year-on-year increase of 365% in turnover. Among them, classic items such as basketball, swimming, badminton, tennis, and table tennis were the most popular. Welcome, the sales of skateboarding, rock climbing, surfing, baseball and other related items have also grown rapidly, of which the sales of skateboarding increased by 353% year-on-year.
According to the “2021 Mass Fitness Behavior and Consumption Research Report” issued by the China Sporting Goods Industry Federation, the average annual total consumption per person in mass fitness in my country is 5670 yuan, an increase of 35% from the previous month. Among them, users who spend more than 8,000 yuan in fitness consumption account for The ratio is close to 1/4.
The fitness experience continues to upgrade
Fitness service agencies are more diverse and smart gyms, special fitness centers, etc. are becoming more popular
“Compared with the high-priced annual cards and personal trainers of some fitness clubs, this Leke gym hidden in the community is really good. The space is not large but the facilities are complete, and it is not closed all day.” An insurance company in Suzhou Industrial Park, Jiangsu Province Employee Hu Lu said that compared with a large fitness center, this kind of small gym is more suitable for your rhythm of life.
Nowadays, urban fitness service institutions are more abundant and diverse, and smart gyms and special fitness centers are becoming more popular, providing people with more personalized services and better experience in fitness options. New models, new formats, and new technologies have enriched the fitness consumption scene and further stimulated the vitality of fitness consumption.
āāSmall gyms are popular, and the consumption threshold is lower.
In recent years, small gym models featuring “24 hours”, “monthly payment”, “intelligence”, and “no sales throughout the whole process” represented by Leke Sports have become popular. This new type of gym allows young people to make full use of their free time to exercise, lowering the threshold of fitness consumption. Data from Leke Sports Fitness Store shows that in the past two years, the number of fitness people in the store has increased significantly on the original basis, and the frequency of users’ exercise has also increased.
āāInternet fitness is popular, and the interactive effect is better.
Since downloading and using Keep in 2016, Li Mei, who went to school in a university in Beijing, has been an old user of this APP. “When I do aerobic training, I pay attention to long-term, high-intensity, high-intensity fitness classes that can improve cardiorespiratory function. Keep’s new boutique class “Fat Burning Party” is full of interaction. I like it very much.”
“Buy online”, “Learn online”, “Online competition”… In recent years, the fitness consumption field has been affected by new technologies such as 5G, and a new format of live fitness has emerged. At present, Keep live classes have been covered all-weather. Users can choose the exercise that suits them anytime and anywhere according to their preferences. There are more than 30 million online users of “fat-burning party” for slimming exercises.
āāThe rise of home fitness and smart devices are selling well.
Fitness exercises pay more attention to “sense of intelligence” and “sense of science and technology.” Smart and accurate counting skipping rope, smart hula hoop, smart wrist ball, etc. are popular among young users. Smart sports bracelets, smart watches, and fascia guns that monitor their exercise status have become popular options for young people’s fitness consumption.
The popularity of home fitness equipment has increased rapidly. Treadmills, rowing machines, and large equipment such as ellipsometers and spinning bikes with more complex structures are generally designed to be foldable for easy storage. During the “618” promotion this year, the sales of rowing machines and ellipsometers increased by 65.71% and 39.64% respectively on the “What is worth buying” platform.
The fitness industry is more regulated
Improve relevant policies, strengthen market supervision, promote fitness service organizations to strengthen self-discipline, and safeguard consumers’ legitimate rights and interests
In the Kangwangmiao Community Activity Center, Xihu Street, Nanchang City, Jiangxi Province, residents play in the spacious and bright gymnasium. “Since the renovation at the end of November last year, we have come to the dance room here every morning to rehearse. It is also equipped with treadmills and bicycles. It is really a gym at the door of the house.” Resident Xiong Dailiang said.
In order to further enhance the service function of the “15-minute fitness circle”, Nanchang Xihu District, while renovating the old community, rationally deploys fitness paths, integrates them into public places such as parks, scenic spots, squares, and communities, and integrates them into the living environment and residence of residents environment. Fitness trails 100 meters away from home, and leisure trails in the park for walks after dinner can be seen everywhere, and fitness enthusiasts are in an endless stream.
Fu Yifu believes that with the rapid development of different scenarios and forms of services such as public facilities, commercial gyms, group exercise rooms, and home fitness equipment, the public’s fitness options continue to be enriched, and the foundation of national fitness continues to be consolidated.
Data show that from the end of 2018 to the end of 2020, the penetration rate of the domestic fitness population reached 3.1%, 4.9% and 5.02% respectively. Although the fitness population is increasing year by year, the penetration rate of fitness consumption in our country is still not high. To promote the sustained and healthy development of the fitness industry, on the demand side, we must better cultivate the Chinese peopleās fitness awareness and fitness habits, and on the supply side, we must vigorously promote the structural reform of the industryās supply side.
“How to help the masses develop scientific fitness habits is not only an urgent problem to be solved in venue management, but also conducive to promoting national fitness.” Indispensable, through this system to capture effective data such as store management, member sports and consumption, can promote the refined operation of fitness venues.
“The future development trend of fitness companies is mainly infrastructure convenience, intelligent fitness services, and diversified fitness scenarios.” Goodfield founder Zhang Chunshan said that Goodfield has been developing products and services in recent years. Digital upgrade. The company has launched a series of digital devices such as smart watches and smart electronic scales. It understands the fitness status of consumers based on digital terminals, and combines data to design reasonable fitness programs for consumers, allowing consumers to clearly perceive fitness effects.
“Rich and innovative courses and high-quality services are still the key factors to attract new users and increase user stickiness.” Han Wei, founder of Leke Sports, believes that to promote the healthy development of the fitness industry, we must further improve relevant policies and strengthen market supervision. , Commercial gyms, etc., as the main service body, should also conduct self-regulation to better protect the legitimate rights and interests of consumers.
Our reporter Qi Zhiming and Bi Jingjin