New Consumption Observation ｜ The rise of domestic sports brands, new fitness equipment releases consumer potential

Cover reporter Wu Yujia

During the epidemic, home fitness once became a hot topic. Now, fitness has become a new wave. From the video blogger "grass" fitness, to the Internet fitness mode, it penetrates open, and then to various smart hardware to further stir up young people's heart strings, fitness competitions, fitness competitions The road continues to heat up.

What is worth buying business operations Zhang Yuang said that major sports events such as the Winter Olympics have greatly stimulated the enthusiasm of the public to participate in sports and fitness. The epidemic has further enhanced the public's attention to health. Under multiple backgrounds, the current fitness market in China In the period of acceleration, consumer demand has shown a segmented development trend. In addition to the fitness equipment market, more high -quality, scientific fitness sports products and services are needed. "We look forward to seeing more complete and comprehensive in the future. The development pattern of fitness industry. "

The rise of domestic sports brands to seize the shopping cart in the sports crowd with "hard power"

As consumables, sports equipment, with the continuous advanced sports level and daily loss of consumers, the demand for the renewal of equipment will also increase, thereby creating a huge sports consumer market. According to the "China City Sports Consumption Report", the scale of sports consumption in my country is currently about 50 trillion yuan. It is expected to increase to 2.8 trillion in 2025, with a compound growth rate of more than 13%.

Around 2000, people have opened sports consumption enlightenment through overseas brands such as Adidas and Nike. However, in recent years, with domestic sports brands continue to increase investment in production and research at the technical level, they have set up independent research and development centers, and consumer national pride and cultural self -confidence The heart continues to increase, and domestic brands such as Li Ning and Tubu have gradually narrowed their gaps with international brands at the level of scientific and technological content and market scale.

Platform consumption data also confirms this trend. Among the running sports brands with the top 100 sales volume, local brands such as Anta, Li Ning, and Tubu accounted for far ahead. Among them, Tsobi GMV increased by 113.49%year -on -year, 361 degrees GMV increased by 38.22%year -on -year, Li Ning GMV increased by 35.92%year -on -year, and Anta GMV increased by 10.4%year -on -year.

"The continuous increase in the unit price is another trend of the sports consumer market, which has also promoted the growth of the domestic sports brand market to some extent." Li Na, a professional editor of the fitness industry, said that on the one hand, fitness people value the fitness equipment Comfort and practicality, and with the continuous advanced sports level, the demand for consumer equipment upgrades will also increase; on the other hand, more and more fitness enthusiasts are willing to Waiting for paid, "consumers 'demand for the market has become more and more promoted to the professional level, which has spawned the continuous evolution of the market. Consumers' attention to the attention of innovation, professionalization, and technology has continued to increase. They are willing to go to better fitness. Go to pay for it. "

Cloud fitness boom raises new type of fitness equipment to release consumption potential

According to statistics from the State General Administration of Sport, the proportion of number of people often participating in physical exercise in 2020 reached 37.2%, and the qualification rate of national physical measurement standards reached 90.4%in 2020. The development of Internet technology has allowed sports and fitness to upgrade digitalization. Technological innovation has brought richer sports scenes, reducing the threshold of exercise, and also provided help for the "cloud fitness" under the influence of the epidemic.

"Fitness is a new middle -class lifestyle from a certain extent. However, due to work, time and other reasons, people cannot exercise frequently, and the epidemic has transformed this large number of potential people into fitness consumers." Zhang Yuang analyzed that during the office of the home office, consumers took digital sports methods such as online live broadcasts and video courses to break through the time and space restrictions of sports scenes, and realized that in a special period, they still insisted on exercise. " In the era of intelligent and diversified digital fitness, people's fitness scenes and methods have been continuously expanded with Internet technology support. "

In terms of fitness equipment consumption, traditional home fitness "artifacts" such as foam shafts, rowing machines, yoga mats, and treadmills have increased significantly. Among them, the foam axis achieved a year -on -year increase of 316.1%in the first half of the year, and the heat rowing machine heat increased by 150.27%year -on -year. In addition, new home fitness equipment such as Switch fitness ring and fitness mirrors is also slowly releasing consumer potential. In the first half of this year, what is worth buying in fitness mirrors to buy 952.41%year -on -year, Switch fitness ring heat has also achieved a year -on -year increase of 30.68%year -on -year increased by 30.68%year -on -year Essence

"Compared to the current cloud fitness boom, how to make the public really transform the momentary heat into a long -term habit, and take the initiative to learn and use fitness knowledge and enrich the sports scene. It is a question that the market is more worth thinking about." Li Na believes that and offline fitness In contrast, it is difficult for some cloud fitness materials to correct the errors in the fitness person in time, and it is difficult for entry -level fitness groups to discover high -quality content. This is a problem that the online fitness industry needs to be solved urgently.

The popularity of scientific fitness concepts to popularize the popularity of "fat reduction" by 10 times

Under the "Cloud Fitness" boom, online fitness enthusiasts have stronger spontaneous learning about scientific fitness concepts. And body adjustment is also an important concern. With the sustainable development of the fitness market, the concept of scientific fitness has also achieved popularization.

Scientific fitness is mainly shown in three levels, which are more complete protective protective gear, more scientific sports equipment, and more professional fitness concepts.Among them, in terms of protective gear, in the first half of 2022, the ankle care heat increased by 950.32%year -on -year, the fever of sports waist protection increased by 641.35%year -on -year, and muscle stickers increased by 410.00%year -on -year.At the level of sports equipment, high -tech products such as quick -drying clothes, carbon board running shoes, and compression pants have increased sharply.In the first half of 2022, what was worth buying in the station's speed dry clothes increased by 149.28%year -on -year, the popularity of running socks increased by 103.8%year -on -year.

Zhang Yuang said that sports, as a popular daily life, is developing in a scientific, efficient and rich direction.

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