Fiture, Baidu, Guru "Hunter" smart fitness mirror

The picture comes from Canva.

The young people who were originally predered to love live fitness, and the number of fitness bloggers represented by Liu Genghong soared. "Liu Genghong's boys and girls" are increasing, and the fitness track is unprecedentedly prosperous.

According to the "Douyin Sports Fitness Report" released by Douyin, from January to April 2022, the number of creators of the Douyin platform sports fitness video increased by 78%year -on -year, and the cumulative number of sports fitness videos increased by 159%year -on -year; the number of fitness anchors year -on -year year -on -year The increase of 38%, and the number of live broadcasts of fitness increased by 80%year -on -year.

The home fitness trend brought the fitness track, and the national fitness boom has driven the growth of related smart products. According to the news on May 31, Jingdong 618 has officially started selling. Within 10 minutes, the turnover of intelligent fitness mirrors increased by 300%year -on -year. At the same time, Xiaoduo released a new generation of Xiaodu Smart Fitness Mirror M30.

The production side and consumption end are unreasonable. The consumer outlet on the intelligent fitness mirror station. Everyone wants to ask: Who is the best person in the world? Followed by enterprises in different fields such as technology, the Internet, and fitness, accelerate the iterative new smart fitness mirrors, pioneering channels, running on the new track, plundering smart fitness mirror track dividends.

Intelligent fitness mirror "dipped light"

What is an intelligent fitness mirror? As the name suggests, assisting people's intelligent tools. It is understood that most of the smart fitness mirrors are installed with deep camera modules, AI human dynamic sensors and automatic brightness sensors. It can combine intelligent system tracking data, consumption of calories, duration and other data to scientifically guide users to fitness.

The rise of the rise of intelligent fitness mirrors is the rise of home movements during the epidemic. The basis of the rise is a comprehensive smart home ecology. The direct reason is the advocacy and support of capital.

At the beginning, consumers' awareness of intelligent fitness mirrors has continued to increase, broadening the market size of smart fitness mirrors. According to the statistics of iResearch, the market size of my country's intelligent fitness mirrors in 2020 is about 30 million yuan, and the shipments are about 44,000 units. By 2025, the market size is expected to reach 11.2 billion yuan and shipments will reach 1.87 million units.

Secondly, the sense of smell of capital is keen. Fitness bloggers have set off a wave of fitness in the national fitness, which has driven the growth of various fitness equipment and hardware products, which has attracted capital attention. According to Tianyan check data, incomplete statistics, more than 10 companies in the field of intelligent fitness mirrors have received more than 20 financing, and the amount of financing ranges from millions to hundreds of millions.

Third, with the advancement of artificial intelligence technology, the intelligent upgrade of home products and the gradually normalization of digital linkage, the era of intelligent fitness is coming, and the intelligent fitness mirror meets the needs of the digital and intelligent upgrades of family fitness products, which can meet Consumer home fitness needs.

For consumers, in the absence of the guidance of a real -life coach, the intelligent fitness mirror that integrates "hardware+content+service+AI" can guide and correction exercise. It is indeed an efficient to provide scientific fitness sports content. Auxiliary fitness tools can be called a virtual fitness coach.

In short, live broadcast fitness burst, smart fitness mirrors are stained, and the "Hundred Mirror War" has intensified.

Players from all walks of life start "seizing power"

The fiery fitness mirror track has attracted many companies to enter the bureau. There are three mainstream players. One is the technology fitness brand represented by Mirror and Fiture; second, Internet technology giants represented by Huawei, Xiaomi, and Baidu; A well -known fitness platform represented by Guru, Yijian, Lejian, etc.

Different brands have different origin, and different advantages of different genes. Three types of players: technology fitness brands, Internet technology giants, and sports fitness platforms have demonstrated different "seizures" laws in the smart fitness mirror market.

Technology fitness players represented by Mirror, Fiture, etc., mainly develop, produce, sell fitness hardware products. This type of representative has a strong investment background and research and development strength. Control and hardware product function iteration and performance optimization have advantages.

Taking Fiture as an example, it took four rounds of financing within two years, with a valuation of up to 1.5 billion US dollars. Specific financing data: In 2019, obtaining Sequoia Capital 6 million US dollars of angel round financing; in 2020, obtaining Tencent Investment, BAI Capital and other aircraft A round 65 million US dollars financing, and completed investment by Jinshajiang Venture Capital, Weilai Capital and other investment A+round of financing; in 2021, I won 300 million US dollars in round B financing ...

The advantage of the marketing of Internet technology players such as Huawei and Xiaomi is that its advantages are that they have high brand awareness, large smart screen technology, and powerful smart home resource integration capabilities. As we all know, technology companies such as Huawei and Xiaomi have a place in the smart home field, especially in the field of smart screens, and solid technical strength can provide technical assistance for its research and development of smart fitness mirrors.

Taking Baidu as an example, Xiaodu Technology (Baidu's business) has certain hardware manufacturing experience and leading the bottom -level technology and algorithm of the AI ​​human -machine interaction system, which can empower the "Tiandian Fitness Mirror". According to small technology data: Tianda -fitting mirrors have been purchased for more than 45.5 minutes per day, more than 5 days of fitness per week, and listening to music for more than 58.2 minutes per day.

Enterprises in the sports and fitness industry represented by Yijian, Guru, and Le Carved are also the best in the intelligent fitness mirror industry. Such players have their own large -scale love for fitness users and massive user data. The advantage is stronger and more competitive. Taking the outdoor sports platform Guru as an example, Guru has nearly 200 million sports users and 5 billion sports health big data, which can empower Fitmore intelligent fitness mirrors. Basic data analysis provides "hardware+software+content" closed -loop services for fitness users The refined operation model has improved user operation efficiency and optimized the user experience.

The development of science and technology has made smart terminal products innovative and upgraded, which has stimulated consumers' new round of consumption enthusiasm. Whether it is technology fitness brand, Internet technology giant or sports fitness platform, they strive to compete for smart hardware market share, with a view to getting higher brand value in the smart age.

Smart fitness tracks danced, and the smart fitness mirror layer is endless. In the evenly matched competition, the difference in content has become a key to winning competition.

The picture comes from Canva.

Differential content becomes focus

The core function of the intelligent fitness mirror is the AI ​​guidance campaign and a built -in massive fitness course, and the core function is the core competition point. As users have increased demand for fitness content, the importance of differentiated courses of intelligent fitness mirrors has risen, and smart fitness mirrors The industry has shifted from "hardware competition" to "content competition".

On the one hand, in the era of content is king, high -value and differentiated contents are the core of attracting users and retaining users. The same is true for smart fitness tracks. For smart fitness mirror brands, most users to buy smart fitness mirror products are to obtain rich fitness content resources, and meet the diversified needs of users to gain advantages in competition.

In terms of fitness courses, in addition to conventional curriculum content, head brands such as Mirror, Fitmore, and Small Technology have set up original courses, private custom courses improve their content ecology, and enhance product competitiveness from the content level.

It is understood. The intelligent fitness mirror Fiture magic mirror has launched 16 categories, more than 2000 original courses and is still being updated one after another. Coincidentally, Xiaodu Tianjia Intelligent Fitness Mirror M30 launched an exclusive fitness course for people in different ages. It has a built -in 17 major fitness courses. It has thousands of professional courses reserves and covers all ages.

On the other hand, the source of income of intelligent fitness mirrors is "hardware sales+content payment", while smart fitness mirrors have high pricing and low repurchase rates are almost one -time trading. The profit space is limited. Content payment is continuous buying and selling. Growth potential is huge, which is why the fitness mirror brand attaches great importance to the content ecological construction.

At present, the pricing of smart fitness mirrors in the market is not cheap. For example: The standard version of "Tian Tian" intelligent fitness mirrors under Baidu is priced at 4199 yuan, and the official pricing of Yiyi fitness mirror is 7499 yuan; the price of different versions of FITURE is 3999 to 8,000 yuan; Yuan……

For the smart fitness mirror brand, on the basis of improving hardware sales, the diversified content payment model can create a sustainable profit model. Whether it is online payment courses or hardware sales, smart fitness is tested. Optimization and innovation ability of mirror brand content, service.

In addition, strengthening social interaction and increasing fun fitness gameplay has become the key direction of the differentiated breakout of the smart fitness mirror brand. Earlier, Xiaocu "Tian Tian" intelligent fitness mirrors created a two -human sports game mode, allowing users to exercise with their families, and Fiture specifically created a member of a membership atmosphere friendly sports community, allowing users to interact with players in the community in the community. ,Contest.

From the perspective of the entire market environment, the sports fitness industry to intelligent and digital transformation is the general trend. Intelligent fitness mirrors have attracted much attention as the current popular explosive products. , Viscosity, thereby exploring more business models.

Smart fitness mirror "three sins"

As the intelligent fitness mirror industry develops in full swing, it is facing various vomiting from all directions. The doubts about the "pseudo -demand" and "IQ Tax" about intelligent fitness mirrors in the market are endless. The point of and vomiting can be divided into the level of price, service, value.

First, the pricing of smart fitness mirrors is too high. As mentioned earlier, most smart fitness mirror products are priced between 2,000 and 8,000 yuan, and the paid courses are not considered among them. Not a necessity.

Second, the smart fitness mirror market has developed rapidly, the service system is not complete, and the payment rights are not clear enough. Because the intelligent fitness mirror industry is in the exploration stage, the user service system is relatively insufficient, and the paid courses on the platform are not interoperable, affecting the repurchase rate of the content of the paid course. For example, FITURE cannot connect to other sports apps, and brand courses can only be matched with courses in APP.

Third, many consumers have doubts about the AI function of fitness mirrors and believe that the value of smart fitness mirrors is not as good as a private fitness coach.Intelligent fitness mirrors are compared with the public as "virtual fitness coaches", but due to the limited accuracy of AI recognition, the user's satisfaction with the fitness mirror is not high.It is undeniable that intelligent fitness mirrors can bring relatively efficient and scientific fitness guidance to users, but during the stage where the technology is immature and the paid model has not been recognized, the merchant talks about the smart fitness mirror replacement of private coaches.What is the value of the mirror, more users need to make feedback, and the relevant brands are also needed to upgrade and optimize product functions.

In summary, the smart fitness mirror at this moment, whether it is virtual or real fire, the smart fitness mirror track requires companies with strong hardware, software, and service capabilities to lower hardware manufacturing costs, improve product efficacy, improve user service serviceThen push the intelligent fitness mirror to the public, that is, companies with strong comprehensive strength can go further on the smart fitness mirror track.

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