Unusual period: gym closed, live online.
Editor’s note: This article from the micro-channel public number “ GymSquare refinement ” (ID: GymSquare), author / Qi Li, editor / GymSquare editorial department.
The epidemic is coming, and the offline catering and service industry has been hit hard. The fitness industry is also immune .
As of now, head fitness clubs Welsh, One trillion Wade, and PURE Fitness, new gym super orangutans, SPACE and Shape, etc., Post store closure announcements . Most of the opening hours were postponed to the 16th day of the first month on February 9th, and according to the epidemic situation and the requirements of relevant departments, it was decided whether to continue to delay the opening of the store.
At very unusual times, gyms are closed collectively, but one Some gym brands have begun to shift the battlefront to live broadcasts to maintain gym user relationships.
The first batch of gym brands to offer live classes Including Super Orangutan, Keepland, Lecut and Shape, fitness club One trillion Wade, etc., Fan Wan has launched online live streaming courses for the first time .
The class schedule for a day ranges from three to four quarters, mainly on Douyin and a live broadcast connected to Weibo. The live content is mainly home fitness, and even most coaches use live scenes to broadcast liveRelated courses.
The first live broadcast of the gym seems to work well . During the peak period of the Super Orangutan’s vibrato platform “Super Orangutan Squat” account, 190,000 people watched it online, and it was engraved on the special play page of the Kuaishou platform, with over ten million views.
Notice on vigorously promoting scientific fitness methods at home ” was issued, which emphasized the use of various media to promote simple and easy home fitness methods and encouraged During the epidemic prevention period, strengthen your physique through exercise.
The epidemic situation may be, to a certain extent, The opportunity for the Chinese version of Peloton products emerging at the end of 2019 .
According to the earlier combing of GymSquare, including home fitness products such as Spax, Fiture, Xiao Qiao, and Weiwei Liu, will find seed users of home fitness in this special period of epidemic .
But even so, according to a less optimistic estimate, the number of visitors to the store in the offline gym within three months is expected to be greatly reduced, similar to the way of online live gym classes, which will last for a short time. ^
According to the practice of the fitness industry, the opening year of the gym market has gradually warmed up, reaching its first peak at the beginning of the year in March and April. The spread of the epidemic will cross the gym just after the winter off-season and add a long cold winter.
Fitness live broadcast is the only gym brand that can do in the long winter. In addition, The short-term impact of the industry is still irreversible. First of all, for the fitness industry that relies heavily on cash flow, cash flow in the first quarter of 2020 will be significantly reduced. For the Chinese fitness industry, whose financial model is not healthy, The epidemic is coming in a more macro winter: The pressure on cash flow in the gym continues to increase, and rents And labor costs are still high .
According to earlier news, commercial real estate including Vanke, China Resources and Intime have announced rent reductions or rent-free. But for gyms, Rental reductions are not enough. The high membership and coaching costs will force gyms to adopt layoff strategies . Although there is no news of major layoffs in the gym, it is expected that after the epidemic lasts for two weeks, there will be no bad news about layoffs or even permanent closures.
Second is the loss of members. Although the gyms have announced that their fitness cards have been postponed, the lack of links for a long time will lead to the loss of personal education and group class users. This may be a longer-term issue than closing the gym.
So it seems that live broadcasts and online fitness coaching are more important in the most unusual times. For a service-oriented gym industry, Online media and communities are the only ties to maintain users during the epidemic.
The epidemic has also impacted training and exhibitions in the fitness industry. Domestic head fitness training institutions Saipu and 567GO has announced the suspension of offline training on campuses across the country and moved to the online. The IWF exhibition at the end of February announced the extension.
In macro view, the epidemic is The impact is short-term. Looking at the cycle of 1-3 years, Global public health events will continue to be good for the sports and health industry.
According to the prediction of CEIBS, by studying the development of foreign industries, it is found that in the course of human history, changes in food and living habits, in addition to the most basic factor of per capita GDP In addition, the most important thing is the occurrence of major events. This will bring a lot of industrial changes, including diet structure, physical exercise, social methods, health care and other industries.
The Chinese fitness industry, whose development history is not long, will usher in a major shuffle in this epidemic. For a good fitness brand, there is always an opportunity in crisis . ^
The epidemic situation is still unclear, But with the worst intentions, do the best preparation , is the only thing that the fitness industry can do.