Talk to the new economy 丨 Fiture Talking about Shangyou Fitness: The B -end application scenarios of smart fitness mirrors are far more than expected 丨 Cover every day

Cover news reporter Zhang Yuexi

With the rise of national fitness boom, the discussion of whether the intelligent fitness mirror is a pseudo -demand has never stopped. Especially with the turbulent stock price of "Smart Fitness" Peloton's stock price, the prospects of the intelligent fitness industry have attracted much attention.

On August 8th, Ctrip announced that the smart fitness brand Fiture Magic Mirror launched the magic mirroring attoper upgrade plan to place fitness mirrors in the hotel gym and guest rooms to make up for the shortcomings of the hotel's lack of professional and convenient sports space. The data shows that after upgrading from conventional rooms to a nightmare, the average room type score is 4.88 points. After the transformation, the room type rental rate of the hotel has increased by an average of 25%. The release of data has also made whether smart fitness products can rely on business travel fitness scenes to open the B -end market to become the focus of discussion.

Recently, a reporter interviewed Zhao Min, vice president of Fitch business expansion. She said that Peloton's problem was more in corporate decisions. Some of its operating data is exactly the evidence of the smart fitness industry. At the same time, she refuted that the smart fitness mirror did not have much application scenario: "Our mirror has covered 50,000 families in more than 1,600 districts and counties in more than 300 cities, including both first and second -tier cities such as Beijing, Guangzhou and Shenzhen. Among these cities, the B -end application scenarios are far more than Volkswagen's imagination. Business travel fitness is one of the scenes. In addition, interest education, medical rehabilitation, and corporate fitness mirrors are all available in the field of intelligent fitness mirrors. "

Peloton is the first share of intelligent fitness. Its main product is a fitness bicycle with a screen. Marketing guides users to come to the consumer decision to "buy a Peloton more cost -effective at home" to sell the bicycle to $ 2,500, and The industry "mythology" with a gross profit margin of more than 50%. This also makes a large number of entrants in China, hoping to use hardware products to learn from Peloton's success. In the past two years, the vertical smart fitness brand Fiture has received hundreds of millions of dollars in investment, and Internet companies such as Baidu and Xiaomi have also entered the game to "make mirrors." The reporter searched the "Smart Fitness Mirror" product and found that from fitness equipment manufacturers such as Yijian and Wanda, to native fitness mirror products Fitmore, YUpp, Mirror, Fiture, the price ranges from 2000-21,000 yuan. It will also be added to the first smart fitness mirror product this fall.

Supply -side fitness mirror products are constantly iterating, but the demand side has not yet erupted. Questions about its application value have always existed. Smart fitness mirrors turned to B -ends. Zhao Min explained that in fact, the B -end is a very important expansion scene. "Taking business travel fitness as an example, people with daily fitness habits may not be at home every day. If you can get at any time in the hotel, you can achieve the fitness needs at any time. It can realize the constant more personal fitness data, and for the hotel, there is also a reason to attract residents. "Zhao Min gave an example:" Earlier, we found a resident of Sanya Rose Hotel through big data. In the sports room, we were in a sports room. I have lived in the inherent 4 days, using the equipment for 30 minutes per day, and more than 20 days after the store, I purchased a family equipment through official channels. "Zhao Min explained that we cannot confirm the inevitability of the two, but when the guest stays again, we will stay in again. The name chose a sports room. She added that the "sports theme room" built with the OTA platform has now landed in 10 domestic super -first -tier cities and resort cities in Beijing, Shanghai, and Chengdu.

In Zhao Min's view, the application scenario of smart fitness mirrors is not only business travel. "Take magic mirror as an example. It has the characteristics of continuous attitude action recognition and intelligent error correction. It can be applied to the rehabilitation training of young people's dance education and medical industry. It is easy to move and does not occupy places, and it is also suitable for enterprise gym." She added.

However, as far as Chinese consumers are concerned, home fitness is still a newly rising thing, and consumers will be attracted by a lower threshold. When Liu Genghong and Pamela brought cloudy fitness on the streaming platform, smart fitness mirrors needed high hardware consumption costs, and they needed additional membership courses during exercise. They were considered to be greatly impacted. Zhao Min said that although the streaming platform is inherently more traffic than vertical platforms, there will always be phenomenal sports bloggers, but in fact, this is not conflicting for robbing users. Liu Genghong and other bloggers led the national fitness. The fitness people always have the process of advanced from small to advanced. The smart fitness mirrors of each brand are more targeted at users who have stable sports habits and want to improve their ability to exercise. "For example, the competitiveness of Fiture lies in the thousands of self -developed courses created by the content team of 100 people, AI interactive capabilities and all -round recognition action accuracy technology. Zhao Min emphasized.

Related data show that as of December 31, 2020, China is the country with the largest number of fitness people in the world. It is expected to reach 415 million by 2026, and the compound annual growth rate from 2021 to 2026 will be 6.5%. China's online fitness market reached RMB 370.1 billion in 2021, and it is expected to increase to RMB 895.8 billion in 2026, with a compound annual growth rate of 19.3%.

Zhao Min mentioned that from the perspective of practitioners to look at the industry, competition is fierce.But in the end, the core of each competition is not equipment, but content.She pointed out the direction of the development of intelligent fitness mirrors in the future: "The development direction of fitness mirrors is mass consumer goods, not only fitness, it can carry family entertainment tools such as games, KTV and other family entertainment tools. For online fitness platformsThe courses and differentiated operations are the key to the product standing out. "The stable supply chain advantage superimposed the soft hardware ecosystem can make the product go further, she said.

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