"Breaking the circle" such as paddle board, kayak, tail wave surfing?

China Business Daily (Reporter Ji Yuxing) In the hot summer, paddle boards, kayak, tail wave surfing, etc. have become the niche movement that "breaks the circle" again after the flying plate. China Business Daily reporters have learned that the rise of the above -mentioned water sports has led to the sales of related outdoor products and the development of water clubs. However, some people in the industry said that although these niche water sports have attracted a lot of attention, they still face development bottlenecks such as incomplete supporting facilities and lack of coaches and independent brands.

Niche Water Sports "Break Circle"

"The paddle board originated from Hawaii, USA. Compared with the surfing board, the paddle board surface is wider and the buoyancy is greater." He Qiang, the person in charge of Wavestar Water Club, introduced to the China Business Daily reporter that he was in contact with him five years ago when he was studying in Australia. Passage board sports, "This sport is very common in Australia, on the Manary Coast, Bayon Bay, and some national parks that can be drawn paddle boards."

This year, he found that many paddle enthusiasts appeared in Beijing Chaoyang Park and Liangma River. "This phenomenon was rare before, and this summer, 10-20 people play paddle boards every weekend. Many people also play with children and pets."

Another person in charge of the water club told the China Business Daily reporter that from July this year to the present, the paddle boards organized by his organization have increased from four games every Saturday and Sunday to six games. More than 300 people, "Many experiencers were introduced by members of the club. At present, the number of paddle board activities is very sought -after, and participants need to make an appointment in advance."

In addition to paddle boards, niche water sports such as kayak and tail waves have also received a lot of attention. Kayaka enthusiast Zhang Li introduced to reporters that at first she came into contact with the kayak to have more time to relieve stress and relax. After a period of training, her shoulder and neck, back pain and other symptoms had symptoms such as there were symptoms such as back and back pain and other symptoms. Relieve it. As her interest in this sport is getting stronger and stronger, she often scratches on weekends. "My water club was only more than 20 members of the water club last year, and now it has increased to nearly 120 people." Zhang Li said.

In addition, a reporter from China Business Daily learned that in Beijing Fangshan, Tongzhou, Shunyi and other areas, many surfing clubs carried out wave wave surfing campaign. The person in charge of the surfing club introduced to reporters that this summer, the number of people who came to experience the surfing surfing of the tail wave this year was about 1,000, an increase of 40%over the same period last year.

Why did the above exercise suddenly "break the circle"? He Qiang believes that first of all, the spread of social platforms such as Xiaohongshu and Douyin has made these niche water movements understand more young people. It is understood that in June this year, the search volume related to the "paddle board" on the platform increased by about 11 times year -on -year. As of press time, there are more than 50,000 notes on "paddle boards"; more than 70,000 "kayak" related notes; more than 40,000 related notes in "tail wave rinse". Under the help of the Douyin platform, the number of "tail wave rinse" was played by 5.36 billion times.

Secondly, the threshold of the above exercise is low. Experiencers can quickly learn basic skills and experience sports fun. "Like the tail wave rinse, it is mainly to create artificial waves by making waves. Artificial waves are not only stable in size, but also lasting time. Novices can learn to stand in half an hour." He Qiang said.

Relevant outdoor equipment sales are driven

The rise of niche water sports has led to the sales of related outdoor equipment. Xu Jiajun (pseudonym), the head of a sports ship manufacturing plant in Zhejiang Huzhou, introduced to a reporter from China Business Daily that a basic set of paddle board sports equipment includes paddle boards, paddles, inflatable pumps, and life jackets. The total price of these basic equipment is 3,000-4000 yuan, "Compared to camping and skiing, the equipment of the paddle board is much cheaper."

Xu Jiajun said that its factory used to be mainly exported trade, and the number of customers in the European and American markets declined this year, while the order volume of local companies increased. "Originally 80%of orders are derived from European and American companies.

In addition to the paddle board sports equipment, the sales of kayak equipment have also increased a lot. Xu Jiajun said that this year his factory kayak sales increased by 30%year -on -year, and related attachment products increased by more than 100%year -on -year. "The growth of this category exceeds our expectations."

The sales staff of Beijing Decathlon also told reporters that the sales volume of paddle boards and kayak products this summer has risen significantly. "We will use paddle boards and kayak as the main products in a more conspicuous display area."

The "breaking circle" of the above -mentioned water movement also made the business of related water clubs get better. He Qiang said that paddle board sports and kayak motion courses are generally divided into single experience courses and advanced training courses. Taking the Beijing market as an example, the price of a single experience course is about 300-400 yuan/2 hours; participating in advanced training courses can apply for a member card, the price is 6 months of 2,000 yuan, without limit. "There are many consumers who have spent a single experience class to apply for a member card. As the number of students increases, the number of coaches now is very short."

In addition, He Qiang also introduced that many institutions and enterprises' parent -child activities, group building, brand experience days, etc. have added kayak projects. "From these activities, the futures and other formats can be more diversified."

In contrast, the consumption threshold of tail wave surfing is higher. It is understood that the price of tail wave surrounding Beijing is 1699-1899 yuan/1 hour, and 1899-2099/1 hour on weekends. A boat can take eight people. In addition to drivers and coaches, they can also carry six people. The person in charge of the above surfing club introduced to the China Business Daily reporter that the unit price of the tail wave rinsee is higher and the profit is relatively high. "The price of waves of waves is around 1 million yuan, and the club also needs to pay various maintenance costs, which has led to the high price of tail wave rinse. This year's costs have risen. Some, even if the price rises, many young people will still come to try, take pictures, and check in. "

The development bottleneck of niche water sports

Although the niche water sports have attracted a lot of attention, in terms of the current situation, these movements are still facing some development bottlenecks, such as insufficient supporting facilities, lack of coaches, and few independent brands.

During the interview, a number of people in the industry told China Business Daily that the water opening of the domestic cities is currently different, and some waters are in a gray area. For example, the parks in some cities have neither banned people from entering the water nor clear permission. He Qiang said that in order to reduce disputes and disputes, many water clubs now "move" indoor swimming pools for paddle board yoga, paddle board Plati and other campaigns. "As far as the sense of paddle board sports experience, it is still better outdoors." Some consumers report to reporters that there are no supporting facilities such as bathrooms, shower areas, and locker rooms in some paddle boards. It is very inconvenient to change clothes. not good.

In addition, the number of coaches of related water sports is relatively small, and some coaches lack relevant qualifications. For example, the coach of the paddle board needs to conduct the level of training courses for the level of paddle board, and hold the qualification certificate of the national paddle board yoga junior coach. "Coach not only needs to learn sports skills, but also learn weather, rescue and other aspects. At present, the number of qualified coaches is difficult to meet the needs." He Qiang said.

It is undeniable that the above phenomenon also affects the retention rate of users of these water sports. The person in charge of the above surfing club said that although some clubs have attracted a large number of passenger flow through online and offline channels, due to the lack of coaching ability, there is no system of teaching system and no complete teaching courses, resulting in the quality of service quality, which is difficult to cultivate. The interest of the experiencer's interest in this sport also means that it is difficult to increase the repurchase rate and viscosity of users in this sport. "Many experiencers are just one -time consumption."

While the related water clubs are affected, the outdoor equipment industry is also facing the predicament of low product gross profit margin. Xu Jiajun admits that most factories are currently mainly processed. The gross profit margin is only about 15%, while the development of independent brands can reach 70%.

China Business Daily reporters have noticed that the domestic sports ship market is mainly European and American brands, and there are fewer local brands. A brand manager who did not want to be named frankly admitted to reporters that although the paddle board was hot this year, he thought it might be just an impulse consumption that everyone had emerged. "If the popularity of the paddle board market is only a flash of flowers, then our investment will be drifted, so the categories and styles we are doing now are not many, and we are in a relatively conservative watch."

The reporter found that many players sell paddle boards on the second -hand item trading platform. Some new paddle boards with a original price of about 4,000 yuan, the resale price is only 800 yuan.

"In foreign countries, the relevant industrial chain is very mature, and the user acceptance and sports popularization are high. The domestic market needs to improve the relevant supporting facilities and integrate the diversified formats, such as competitions and training. Firmly believe that these niche water sports are still in the blue ocean market in China, and it is expected in the future. "He Qiang said.

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