(Original title: Frisbee surpasses camping to become a new social currency official event to stimulate the industrialization of “Internet celebrity sports“?)
Financial Associated Press | New Consumer Daily News on July 9 (Reporter Li Danyu Researcher Liang Youyun)In just a few months, Frisbee has quickly swept the group of young people.
Whether it is for social purposes or competition, the popularity of Frisbee is soaring at a speed visible to the naked eye.
According to data from the Xiaohongshu platform, in the first quarter of this year, the search volume related to Frisbee increased by 17 times year-on-year. After entering April, there was an explosive growth in Frisbee. During the Qingming holiday, the search volume of Xiaohongshu Frisbee increased by about 24 times compared with last year, and increased by about 30 times year-on-year. In May, the year-on-year growth rate expanded to 62 times.
Just recently, the Social and Sports Center of the General Administration of Sports of the People’s Republic of China issued a notice that the first Chinese Frisbee League will be held in the second half of 2022. The State Sports General Administration believes that Frisbee sports have developed rapidly in recent years and have become an important part of comprehensive fitness.
Unlike the popularity of camping, which directly drives the stock price of the secondary market, Frisbee has less demand for equipment and a short industrial chain. The current beneficiaries are still in terms of platforms, practitioners, and venue operations.
New Consumer Daily found that Lululemon and Salomon were the first to feel the heat in the industry, and cooperated with many clubs to bind clothing, sports shoes and Frisbee sports, and took the lead in entering this niche sports circle. More brands are still in the wait-and-see stage, waiting for the Frisbee movement to develop further.
How long can the platform manufacturing trendy Frisbee be popular?
At the end of the 20th century, the Frisbee movement followed foreign companies to enter the Chinese market, but in the following 20 years, Frisbee did not stand out from the niche circle.“Until 2008, maybe there were only 200-300 people playing in the whole country.” Xue Zhixing, co-founder of Hangzhou Frisbee Culture Development Co., Ltd., told reporters.
Unexpectedly, the epidemic has changed people’s travel habits. Camping has become popular, and Frisbee sports have also been brought into the public eye.
Zhang Wei, a staff member of the Xiaohongshu platform, told reporters that during the National Day and Mid-Autumn Festival holidays in 2021, camping was popular all over the country, and Frisbee became an affiliated sport of camping activities, but the absolute volume was small, and the search trend declined with the end of the holiday. “But I didn’t expect that due to the low threshold for frisbee sports, the search volume rose again at the end of October, and there was a clear growth trend in November.”
“The traffic password of Frisbee is a mixed competition between men and women, the entry threshold is not high, and it has a certain ‘addiction’, and the last activity that meets these three conditions at the same time is the glory of the king.”
Later, the Frisbee began to become popular under the “drainage” of Xiaohongshu.
The frisbee practitioners are even a little overwhelmed,“The club has been established for three years, and this year I suddenly realized the taste of being busy and making money”,The founder of a club in Guangzhou told reporters.
At present, the operation mode of the Frisbee Club is still mainly based on renting venues. The main cost is still coaching, photography, insurance, etc. The fee for each event ranges from 100-150 yuan, and the number of people is about 18-34. Excluding the venue fee, the gross profit is about 1000-3000 yuan.
But in fact, the real profit point is the interaction with the brand side.
Taking Lululemon as an example, it has reached cooperation with more than 10 Frisbee clubs or KOL individuals in first-tier cities. Some partners revealed that,Brand activities offer prices ranging from tens of thousands to hundreds of thousands of yuan, which is the main profit model.
Judging from the weekend appointments of various clubs in Beijing, the status quo is still “hard to find”.
According to Zhang Wei, this hot situation is extending from first-tier cities to lower-tier cities. If Frisbee sports can enter international competitions in the future, it is expected to be further commercialized.
The industry believes that entering international competitions is an opportunity for Frisbee to get rid of the cyclicality of the Internet celebrity movement, and the industry also needs to develop within the norms.
According to Chen Shuo, the head of the Beijing YJ Club, although there is an Ultimate Frisbee Association, it has little contact with non-governmental organizations, and the entire Frisbee industry does not have a unified regulatory agency. This has also resulted in the blurring of the frisbee industry standards. The pricing of activities, coach training fees, and insurance purchases are all determined by the club itself, and it is difficult to guarantee consumer rights.
“At present, the industry is still in a state of savage growth, and I hope it can be gradually improved in the future. For example, there are professional institutions for coaching level certification and competition certification, and industry regulators formulate charging standards to regulate the development of the industry.” Chen Shuo said.
Frisbee on track
At present, with the increasing popularity of Frisbee sports, related events have also begun to receive official attention.
In addition to the first China Frisbee League, which will be held in the second half of 2022, in April this year, extreme Frisbee sports was also included in the compulsory education curriculum plan and promoted as an emerging sport.
Judging from the competition items, the Frisbee includes the ultimate Frisbee, throwing the frisbee, throwing the relay, and flying