Can the 100 billion fitness industry end the winter?
Editor’s note: This article comes from the WeChat public account “Entrepreneurship Frontline” (ID: chuangyezuiqianxian)
Author | Tian Yanhong
Editor in charge | Feng Yu
“The gospel of a big belly, efficient fat burning sweat, high-five high-fist 30 times in one crotch, alternate knee-lift 40 times in action 2, and 50 arm swings in three small steps …”
By adhering to the concept of “not losing weight in March and being sad in June”, 33-year-old Yu Xiaoli will appear on time every night at 8 o’clock in the live broadcast room of a fitness coach of Douyin, and follow the coach’s explanation to exercise .
“My purpose is to lose weight and build up. I hope to lose 30 pounds in 3 months.” Yu Xiaoli told the “frontline of starting a business”, she is currently working at home so she has more time and has been keeping fit for nearly two months. Her weight also decreased from 72.4 kg to 61.6 kg.
The sudden epidemic has caused many people to choose online fitness like Yu Xiaoli, and cloud fitness is all the rage. However, in contrast to the hot online scene, it is the dilemma that some offline gyms are closed, closed, or even helpless to run. The fitness industry has entered an accelerated reshuffle period.
With the full recovery of various industries across the country, can the plight of offline gyms be lifted? Will “cloud fitness” become popular because of the epidemic?
01 Matured “cloud fitness”
The offline gym is temporarily blocked, and the demand for home fitness has skyrocketed, which has also set off a wave of popular “cloud fitness”.
Many fitness brands are waiting for opportunities to launch online fitness courses for blowout needs.
Super Orangutan launched a 14-antenna “accompanying” training camp on February 10th. Each class has 1 head coach and 1 assistant coach. Each class has a maximum of 30 people and is priced at 399 yuan. The next day, the first 22 classes that went live were all fully occupied.
Le Mo has also launched sports topics on platforms such as Kuaishou, Douyin and Tencent Video. On February 5th, the live broadcast of the group movement of Le Ke Sports was launched on Douyin, and the total number of views on the 20-day live broadcast platform exceeded 20 million.
Originally focusing on the online platform Keep, we will use the App, Shape Plastic Fitness, Daily Yoga App, and multiple fitness KOLs to integrate live broadcast course resources, build a shared column, and use our own traffic advantages to integrate fitness information. Reach a wider user base.
Keep’s public relations officer Li Ruoming revealed to the “Forefront of Entrepreneurship” that during the epidemic, the user’s exercise time on the keep platform has been extended. In 2019, the user’s average exercise time is about 20 minutes. This data is currently Increase to 36 minutes.
In addition, small studios and general fitness coaches have also tried to move the courses online.
On platforms such as Station B, Xiaohongshu, Douyin, Kuaishou and Weibo, fitness-related content has shown explosive growth. Relevant data show that during the epidemic, the cumulative number of fitness sports videos played at station B reached 660 million times, an increase of nearly 200% over the same period last year, the total viewing time of users increased by 164% year-on-year, and the total number of new fans of fitness sports UP increased by more than 240 %. The volume of notes published on Xiaohongshu related to sports and fitness has also increased nearly twice.
Yu Xiaoli’s fitness time has also increased since “Zhaijia’s Anti-epidemic”, she spends 90 minutes a day on fitness, including 40 minutes of thin body exercises, 20 minutes of stovepipe exercises, and 10 minutes of exercises Butterfly back and swan neck, with 20 minutes remaining to do lacing and roller relaxation.
“I just followed a few favorite fitness coaches on Douyin, and did not go to a professional fitness app to buy courses. One was that it was troublesome to download the corresponding APP, and the other was the fitness coach on Douyin. Professional, there is no need to spend money to buy courses, in case you do n’t like it or if you do n’t stick with it, the money will float. ”Yu Xiaoli added that she had only“ three-minute heat ”for fitness before. The status of “Tian Da Yu two days drying the net”, this time can last for nearly two months, her family looked at her.
Guo Fei spent 98 yuan on keep to buy a 4S curve shape exercise, which can slender back and improve breasts, abdomen and hips, a total of 26 lessons, each lesson about 20 minutes.
“I am more willing to spend money on the matter of becoming beautiful, and the price of this course is less than one hundred yuan, which can be affordable.” Guo Fei revealed to the “front line of entrepreneurship”, before that, she occasionally also Watching short fitness videos on other social platforms, but she thinks these courses are not systematic and professional enough.
Under the epidemic, residents ’fitness shifts from public places to indoors. If environmental factors are eliminated, how long can cloud fitness be accelerated by the rapid growth?
In fact, in the eyes of many people in the industry, this is just a propaganda method used by the fitness industry for drainage in a special period. It will not be a mainstream service model and business model.
At this stage, most of the offline gyms are on the battlefield, and they are still in the stage of customer maintenance and brand promotion. It takes time to turn marketing into real sales, so the current user retention rate of online courses is not high.