The core data of this paper: the general situation of domestic online fitness market, the layout of domestic professional online fitness courses, etc.
The online fitness market in China has basically taken shape.
Judging from the current domestic online fitness market, online courses are mainly conducted by live broadcast, recording and broadcasting, online training camps and so on. Among them, apps that focus on online fitness include Keep, daily yoga, and instant exercise. Applications or applets associated with offline gyms include Super Orangutan, Laimei and Loko. Some entertainment apps also have a large number of fitness KOL or foreign fitness videos. Household appliances are also an important part of online fitness, which can be divided into small household appliances and large household appliances according to their size. Small devices include yoga mats, elastic belt, dumbbells and other small weight-bearing devices, while large devices include aerobic devices such as treadmills and fitness glasses which are popular this year.
Current Situation of Online Fitness Layout in China
Comprehensive layout of existing professional VS free online fitness courses in China.
Judging from online fitness courses, professional fitness professionals will still choose online courses of professional fitness institutions. Internet gymnasiums, led by super orangutans and music carving movements, have laid out online fitness courses since the epidemic in 2020. At present, the online courses for super orangutans are mainly yoga courses, and the price ranges from 39 to 69 yuan. In addition, an online training camp of 899 yuan was launched. The course price of Loko Sports is more close to the people than that of Super Orangutan, 18 yuan per month. There are many kinds of courses, mainly self-study group lessons and fat burning HIIT. In addition, we are still trying to arrange online private education courses at the price of 199 yuan.
Judging from the layout of traditional online fitness courses, Nike
There are free short-term training courses, covering yoga, novice body fat burning and so on. , and users can customize the course arrangement in the applet, which is more friendly to fitness people with training foundation. Keep mainly faces the fitness crowd, and online fitness courses include live and recorded classes. Most courses are free, but if you need to customize personal training plans and advanced courses, you need to pay, and the cost is about 9 yuan/month, which is lower than the online fitness courses in offline gyms.
The penetration rate of professional fitness people in China is still at a low level. Most people's fitness needs are limited to exercise and relieving work fatigue, and they are unwilling to carry out high-intensity professional training. Therefore, online fitness is very popular with ordinary people from the media. At present, apps such as BiLi, Xiaohongshu and Weibo are the first choice for most people to start online fitness. Judging from the layout of online fitness courses, there are many foreign videos and many types of fitness videos. The short video software platforms such as Little Red Book, Tik Tok and Aauto Quicker are mostly short-term (3-5 minutes) follow-up videos, mainly dance videos.
Online community and fitness mirror online courses, and strive to find a sense of participation.
For most users, fitness usually requires long-term efforts and a combination of eating, sleeping and practicing to see the effect. The pain of online family sports, muscle aches the next day, and a low-oil and low-salt diet will make users feel worse in a short time, but they will not see the corresponding effect for a long time. Free from external interference (such as competitive sports mechanism, etc.). ), people's inertia will make it difficult to persist in behaviors that need to be delayed. Therefore, improving the lack of participation in online courses is one of the important issues in the development of online fitness market.
At present, all kinds of apps are building their own online fitness community. In addition to its own community that can post trends and training completion, Keep will also carry out various challenges every month to encourage users to invite WeChat friends to participate in the challenges and unlock the corresponding medals. Super orangutan, Leke, etc. Make full use of their offline gym business, establish various coaches, interest clubs and carry out fitness and diet punching activities, and forcibly "roll up" their offline fitness circle. In addition, apps such as Xiaohongshu and Weibo all have their own activities of punching in strangers, and various KOLs are also actively punching in "private domain traffic" and establishing various KOL WeChat groups in an attempt to retain online users.
In addition to online community building, since 20021,all major platforms in China are marketing and promoting fitness mirrors to enhance users' online fitness participation. The so-called fitness mirror first appeared in developed countries such as Europe and America. Its appearance is similar to that of a common cosmetic mirror, but it is equipped with an LCD panel, stereo speakers, an LCD camera and a microphone. In the process of use, in addition to playing online courses, we can also realize the function of correcting user behavior by voice through induction facilities.
At present, the mainstream fitness mirrors in China market include FITURE, Glug and Mirror. From the perspective of curriculum, it includes dance, yoga, strength shaping and so on. On this basis, the function of connecting with the smart bracelet is added, so that users can record their heart rate and actual calories consumed all the time. However, due to the high technical requirements of fitness glasses, the corresponding expenses are at a high level. FITURE's facility fee is between 3 199-8500 yuan, and the membership fee is 1200 yuan/year; The maximum facility fee is close to 1 ten thousand yuan, and the membership fee is 999 yuan/year. As one of the forerunners of foreign fitness glasses, magic mirror has mature technology and high corresponding price. The facility fee is about $65,438+0,745, and the annual fee is $468.
Even at such a high cost, the new fitness mirror has caused a capital boom. Since 20 18, domestic fitness enterprises have tried fitness mirrors one after another. Under the marketing boom of 20021fitness mirror, more and more fitness enterprises speed up the financing process and take the lead in entering the fitness mirror track. The specific financing situation is as follows:
The Mobility of Domestic Online Fitness Development
Among many online fitness companies, only Keep released a prospectus in early 2022, which shows the activity and mobility of online fitness. So this section takes Keep as an example to see the trend and mobility of online fitness in China in recent years.
Judging from the data of monthly subscription members of Keep in recent two years, the monthly subscription members have increased to a great extent since the epidemic in 2020. 202 1, the average monthly active users reached 34.4 million, and the total amount of community interaction (including posts, likes and comments) reached 654.38+07 billion. It shows that with the growth of the epidemic, online fitness is accepted by more and more people.
With the increase of epidemic situation, user activity is also obviously reflected in the change of income. Judging from the growth of Keep category income from 20 19 to 2020, the income of member subscription and online paid content increased by 123% in just one year. In 2020, the revenue of member subscription and online paid content will reach 338 million yuan.
From the change of income structure from Keep 2065 438+09 to 2020, driven by the epidemic and online fitness boom, the income proportion of member subscriptions and online paid content has been greatly improved. The proportion of membership subscription and online paid content will increase from 22.8% in 20 19 to 30.5% in 2020. The proportion increased by 7.7%. Under the performance of double growth of income and proportion, it shows that the increase of online fitness crowd has really promoted the increase of online fitness income.
Summary of Domestic Online Fitness Development and Analysis of Pain Points
Network fitness has not yet become the trend of national fitness.
Although online fitness has increased the income of enterprises to a certain extent, it can be seen from the overall financial situation of Keep that Keep is still in a state of loss in recent years, indicating that it is still a big challenge for enterprises to make profits only by online fitness. The fundamental reason is the immaturity of the domestic fitness market.
Because the fitness industry in China developed relatively late compared with developed countries such as Europe and America, and the fitness market is still in the stage of gradual improvement, online fitness is not generally needed by users in China for the time being. According to the "20021year China Fitness Trend Survey Report" published by ACSM and Shanghai Institute of Physical Education, among the top 20 fitness trends in China, only self-weight training and mobile device sports APP are related to online fitness. According to the global fitness trends of 202 1 and 2022 released by ACSM, network and family fitness have penetrated into people's daily lives in other countries.
The data in the Keep prospectus further confirms this point. According to the data of Keep prospectus, the penetration rate of online fitness crowd in 20021China is 45.5%, which is far less than that in the United States (67.9%), and there is still much room for improvement in the future.
Pain points and suggestions of network fitness in China
From the above analysis, we can see that there is still a lot of room for the development of online fitness in China. Fitness is anti-human, and online fitness is not enough to resist people's inertia. The main development pain point is the lack of feedback on fitness effect and participation. Paid online fitness is still widely accepted by the public, and the profitability of related businesses is poor. In view of all kinds of pain points, all kinds of online fitness enterprises should reasonably allocate their own traffic, and at the same time do a good job in quality content to lay a solid foundation for the realization of traffic.
The above data refer to Forward-looking Industry Research Institute's China Fitness Industry Market Forward-looking and Investment Strategic Planning Analysis Report.