Niche Sports, stand on the new "air outlet" on standing?

Since last year, the frequent flying disks in major variety shows have been "out of the circle". No one would have thought that this campaign born in the 1940s has "transferred" a market size of over 85 million yuan in China, and is still flourishing at a considerable growth rate.

Represented by flying disks, a series of niche sports such as football rugby, board tennis, and paddle boards are rapidly becoming a new forces for outdoor consumption. However, under the lively field, it is still a deserted industry "track". People in the industry generally believe that the "small and beautiful" business of the niche movement currently only takes the first step in exploring.

Young people fall in love with the green field

"Look at me, look at me, pass here!" "Don't worry, be careful of the right!" "Good disk! Beautiful!" At 9:30 on the evening of June 30, in the football field of Nanjing Sports Park, a fierce game was fierce The flying tray competition is being staged. Under the dazzling detection lights, the two teams wearing blue and orange uniforms quickly organized offense and defense, running, jumping, and flying, just to accurately fly to the teammates in their hands, and finally passed to the score line.

After nearly an hour of the game, Qiu Xin had been soaked in sweat on Qiu Xin, gurgling on the sidelines. In April this year, she first came into contact with the flying tray and since then became the "enthusiast" of this sport. "I have seen others playing abroad before studying abroad. After returning to China, I have been“ entering the pit ”. To be honest, it’ s really tired to play, but it ’s really addicted.” Qiu Xin told reporters that now I have to “fly at least every week. "Last time.

Established on March 30 this year, the Mobius Nanjing Flying Plate Club, in just three months, attracted 2,500 members to join. The growth rate made the club founder Chen Zixiang directly call "I didn't expect." "Now there are 6 WeChat groups, 3 to 4 events per week, and it is often difficult to find one vote. Almost the venue is full. One of the most people comes to 150 people, and the three venues we wrap are almost almost not enough."

The lively on the green field is not just a flying plate. Hang two colorful flags on the waist, use the opponent's waist flag instead of the collision confrontation, the gameplay is exactly like the American football waist football; use a hard ball to replace the panel tennis on the tennis racket; , Shooting stick tennis ... The unheard of sports consumption in the past has now occupied half of the riverside on the sports field.

On the Xiaohong Book platform that can better reflect the trend of young people, the "Top Ten Life Trends of 2022" released this year shows that "flying disk" related search volume has increased by about 24 times compared with the same period last year. Search with the "waist flag football" as the keyword. You can see more than 20,000 sharing notes. The number of notes in March this year ushered in an explosive growth.

Not only that, young people are also not satisfied with only on land, and the enthusiasm of sports is extending to the water: stepping on a plate, holding a paddle, can chase the racing, but also can drift on the water in place without water, paddle, paddle, paddle, paddle, and paddle. The board movement is quietly becoming a "new favorite" in summer. Data consulting company Technavio predicts that from 2021 to 2025, the global standing paddle board market is expected to grow at a compound annual growth rate of nearly 6%, reaching US $ 108 million, and the annual compound growth rate of the domestic paddle board market has reached 11.9% Essence

The community economy makes the niche not "small"

"Low technical threshold", "low equipment requirements", "experience price -friendly" and "good exercise effect" are the evaluation of most participants in the interview. What cannot be ignored is that the sudden popularity of such campaigns is behind the community economy created by the platform under social fission — a group of users with common interests, cognition, and values. Invisible relationship groups.

Mr. Bian, who has been fighting for eight years, is one of the founders of the Nanjing Bull Fighting Dog Russian team. At present, there are 1,300 club members. "In April this year, NFL, the largest professional rugby alliance in the world, settled in Chinese social media for the first time and cooperated with Xiaohongshu to promote waist flag football. Since then, our club has also received platform traffic support." Mr. Bian told reporters that reporters told reporters The proportion of members to the community through online channels is very high.

"The popularity of the emerging trend movement is that these activities can not only meet the offline entertainment needs of urban youth, but also have social attributes." It also greatly satisfies the desire to share young people. Their sharing content on social platforms can attract more users to pay attention to these niche movements and participate in it.

The successful creation of the community allows participants to find companions with the same life concept and attitude of life, and let them voluntarily pay for experience -based consumption with a strong sense of "belonging". As a result, the labels of most of the outdoor sports communities such as "Dare to try new things" and "Young Tide Cool" also attracted high -match brand attention.

After the flying tray was out of the circle, the flying tray, as the main equipment of this sport, attracted many sellers to invest in production. At present, the general flying disk with the top sales of networks is generally ranging from 40 to 100 yuan, with a maximum monthly sales of 4,000 pieces. At the same time, multi -brand joint flying plates and flying plate digital collections are also extremely popular. For example, luxury brand Chanel launched a "advanced flying disk" printed with brand logo, which sells for tens of thousands of yuan.

With the increase of heat, many well -known brands have also entered the game. For example, the sports head brand Decathlon has set up a special flight furnishing area in multiple stores, and emerging sports brands such as Salomon, Lululemon, HOKA have also heard the wind. It has become a standard for sports experts. The reporter noticed that in order to improve the sense of rituals and participation of consumers, many niche sports clubs have also introduced the shooting business, and "out" has become a big selling point of the club. When "sports+beauty photos" become a new trend, conveying the concept of health and beauty, which not only attracts more people to join the niche movement, but also promotes the development of the industrial chain of wearing shopping and sports.

The market blue ocean, how to read the "business scriptures"?

Although the popularity of the public has also increased, from the current point of view, there is still an embarrassing reality in the niche movement -not making money. Promoting or not, becoming a common consensus issue in the industry.

Taking the hottest flying disk as an example, Chen Zixiang calculated a account for reporters: The first month of the club was established, and the charging method of the site fee was taken. The club and coaches did not charge additional fees. After the curriculum system, a per capita fee of 45 yuan for a flying tray of about 50 people, including the cost of ordering venues, novice training, drinking water drinking, photography, etc. Basically be able to balance the balance, and the profit space is small. In his words, the operating club is currently "generating electricity with love", and this statement has also been confirmed by other niche sports clubs.

From the perspective of manufacturing, the imbalance of supply and demand is very prominent. Taking waist flag rugby as an example, players need to wear gloves and professional rugby shoes during the game. However, on the mainstream e -commerce platform, there are very few brands that laid out rugby equipment. The price of shoes is about 800 to 1,000 yuan, and the price of a pair of gloves is as high as 400 yuan.

"The imported equipment is expensive because there are almost no corporate brands involving rugby equipment in China. Everyone is still watching the market size." Mr. Bian revealed to reporters that he had proposed to produce rugby collision pants with a sporting goods manufacturer. Gong rejected: "I spend a lot of money to invest in a production line, and the output built a week is estimated to be sold nationwide."

Compared with rugby equipment, although the flying plate has a low threshold, it still has not jumped out of the stage of profit -making, and the profit point is too single. Some professionals said that despite the skyrocketing number of participants in the flying tray movement, the market has not spawned more new flying sets of new brands, unless the flying tray can "fly" a new profit model. "Although the niche movement is high, the value of the industry is too small, and the road to developing into an industrial and national sports is still long." Zhang Yi, chief analyst of Ai Media Consultation, believes.

Standing at the commercial crossroads, how does the niche movement do a good "small and beautiful" business in the boom? Lovers believe that further improving the normalization of exercise and showing the maximum extent about sports sports and professionalism is the core of this sport. "The club should work hard to make popular players interesting and normalized, to occupy and professionalize senior players, and eventually form a competition, and promote the diversification of niche sports sports." Chen Zixiang said that in addition to the promotion of entertainment, the club is currently working hard Create Mobius Skyline Extreme Flying Team, focus on professional competitive training, improve the qualifications for the team to play and do training, and allow more capable participants to enter the channel of the niche sports competition field.

Xinhua Daily · Jiaojiao Reporter Shen Jiazheng

Interviewee confidence

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