In addition to Liu Jianhong's online fitness, the sports industry has these five development prospects
2022-04-29
In the third year of the COVID-19, the dominant virus strain that controls the trend of the global epidemic has changed from Delta mutant strain to Omicron. At present, the domestic epidemic situation is still severe. Beijing, Shanghai, Guangzhou, Shenzhen and Jilin Province have been affected by the epidemic to varying degrees, and there are still sporadic cases in various places, which directly led to a serious blow to the sports industry. Event suspension, venue closure, home epidemic prevention In the context of the normalization of epidemic prevention and control, it has stimulated people's demand for sports health. At the same time, the emerging sports scenes represented by online fitness, camping, frisbee and cycling are also gradually growing in the new environment, giving birth to many new models and opportunities in the sports industry. Online fitness: Liu Geng Hong becomes synonymous There is no doubt that Liu Geng Hong has become synonymous with online fitness. Liu Geng Hong's fitness live broadcast immediately became a phenomenal topic, reaping countless traffic and attention. Sports business previously reported that since the outbreak, online live fitness has experienced several rounds of reshuffle. From the initial rush, it has now returned to rationality. Unfortunately, there has been no phenomenal KOL in the fitness industry. Liu's popularity is undoubtedly good news for fitness enterprises. (extended reading: 10 million fans in 7 days! Liu Zhenhong is popular by fitness live broadcast, and the fitness business logic is being reshaped) The emergence of Liu Genghong phenomenon, on the one hand, reflects the fitness needs of people trapped by the epidemic, on the other hand, reflects the huge growth potential of the online fitness market. (extended reading: 200 million Liu Zhenhong girls' aerobics, online fitness is still a good business) On April 28, the "national fitness online games" jointly launched by the Group Department of the General Administration of sports of the people's Republic of China, the Group Department of the all China Sports Federation, some sports centers, national individual sports associations, provincial (District, municipal) sports departments and the Internet platform was launched on April 28. On the one hand, the games provide online display, communication and interaction opportunities for the masses to enrich their leisure life. On the other hand, they guide the isolated people at home to carry out scientific fitness and cultivate good fitness habits. The national fitness online sports meeting was officially launched on April 28 The emergence of national fitness online games also explains the importance and Prospect of online fitness from another aspect. In fact, since the outbreak of the epidemic, the "cloud" has become one of the choices of fitness enterprises since 2020. Fitness brands such as keep, lecke and super orangutan have launched online live broadcasting plans. It was not until the outbreak of Liu Geng Hong's phenomenon that he completely came out of the circle. According to the consulting report of burning knowledge, China's online fitness market will reach 370.1 billion yuan in 2021 and is expected to increase to 895.8 billion yuan in 2026, with a compound annual growth rate of 19.3%. It is worth mentioning that online fitness has also virtually become one of the new attempts to bring goods live. At present, Liu Geng Hong has no obvious behavior of carrying goods in the fitness live broadcast, which has also become the uniqueness of his fitness live broadcast and has been highly praised by fans. As for whether Liu Geng Hong will implant live broadcasting with goods in the fitness live broadcasting in the future, it is worth paying attention to. As a new hot spot, Liu Geng Hong will pay attention to his brand. For example, in the live fitness broadcast on April 23, Liu Fuhong put on shokz Shaoyin sports headphones. In the process of fitness, Liu Fuhong did not introduce the headset too much, but many fans still pay attention to and buy the headset on the e-commerce platform. On the social platform, we can also see that many people are discussing this headset. Liu Jianhong put on shokz Shaoyin sports headphones Four hot outdoor sports: camping, Frisbee, cycling and waist flag In the context of the normalization of epidemic prevention and control, more and more people choose the lifestyle of combining online fitness with outdoor sports. Outdoor sports industry is another hot industry "accelerated by the epidemic". Epidemic prevention and control measures have significantly improved the enthusiasm for participation in outdoor sports and accelerated the development of outdoor industry. Outdoor sports represented by camping, cycling, frisbee and waist flag football are being sought after by people. In the past Qingming holiday and the upcoming May Day holiday, this kind of sports will become everyone's first choice. (extended reading: was your circle of friends brushed by outdoor camping during the Qingming holiday) Jingdong sales data show that since April, the search volume of Jingdong sports camping products has increased significantly by 145% over the same period last year, with residents in large and medium-sized cities showing the highest enthusiasm. The search volume from Beijing increased by more than 7 times, the search volume in Foshan increased by nearly 8 times, and the search volume in Guangzhou increased by nearly 7 times. In addition, according to the "2022 Qingming holiday travel consumption data report" of the same trip, the search volume of "camping" nationwide during the Qingming holiday in 2022 increased by 98% month on month. Camping fever emerged during the Qingming holiday The rise of camping has also driven the development of relevant enterprises. Sports business previously reported that the outdoor equipment brand Nuoke naturehike completed nearly 100 million yuan of financing and the exquisite camping brand hi King wild luxury camp obtained one million yuan of angel round financing. (extended reading: the market scale will reach 35.5 billion in 2022, and camping and ice and snow will become a new consumption hotspot?) Big sports business believes that with the gradual spread of camping fever, its consumer market will also show an order of magnitude growth, which will directly drive more capital to enter the outdoor track, and Jiaoxia is one of them. Jiaoxia officially submitted a prospectus on the Hong Kong Stock Exchange and plans to be listed on the Hong Kong IPO. If successfully listed, Jiaoxia will become the first share of China's urban outdoor concept. (extended reading: annual revenue of 2.4 billion! Sun protection brand has impacted the first share of "urban outdoor") Driven by the wave of camping, cycling, frisbee and waist flag football with similar properties are also gradually breaking the circle and becoming a highly respected way of sports during the epidemic. In spring and summer, Frisbee, cycling and waist flag football have become one of the trendy sports of this young people, which makes many young people very addicted. Needless to say, Frisbee has become the current "popular" sport. Based on the development of camping culture in China in recent two years. In the heavily equipped camping, Frisbee, as a highly portable equipment, provides many campers with a new choice of outdoor scene entertainment, which is the first popular in the camping circle. With the broken circle of Frisbee movement, it has become a new way of life. Frisbee breaking motion In addition to traditional sports brands such as Nike, Adidas and puma, emerging sports brands such as Hoka, Salomon, lululemon and an Ko RAU, as well as new consumer goods brands such as oatly, plant meat technology brand Zhiai life, 10:15 and seesaw coffee also frequently appear in front of Frisbee participants. The diversified scene of Frisbee can help more types of sports brands and even new consumer brands carry out marketing plans. They can no longer be limited to a certain product, but can have in-depth contact with consumers through the whole Frisbee experience scene. (extended reading: Hot Frisbee: young people entering the pit, brand war behind tens of millions of markets) The frisbee heat is burning, and the riding heat is rising again. Cycling is another way of sports that is "hot" by little red books. According to the little red book search, "riding" shows 410000 + notes. According to the data of horse honeycomb, during this year's Tomb Sweeping Day holiday, the search popularity related to "cycling" increased by more than 70% on average, and 64% of travelers chose to spend 1-2 days camping, cycling or hiking around the city. Cycling fever According to the 2021 China sports bicycle survey report released by Meiqi, young adults aged 18-40 are still the main group of cycling, accounting for 77.45%. At present, the main force of bicycle consumption is concentrated in young people under the age of 30. Young people have become the main force of cycling, and cycling fever will continue to drive the sales of bicycle industry. Waist flag football is another sport that ferments very fast. Similar to camping, cycling and Frisbee, the search index of waist flag football in little red book has also increased exponentially. In the little red book, the number of notes related to waist flag football in March 2022 increased by 5990% compared with October 2021, while the search index increased by 4279%. Li Deming, the manager of Guangzhou "herbal tea shop" waist flag football club, told the sports business that the number of participants in waist flag football has increased rapidly and is in the process of climbing. He said that during the boom of waist flag football, the two wechat groups in Tianhe branch have more than 600 people. Next, new venues will be opened in Nansha and Yuexiu. The number of participants in waist flag football is growing rapidly Thanks to the cooperation with social platform giants such as xiaohongtai, it provides an important driving force for the development of waist flag football. In addition to the commonality of high female participation, compared with frisbee, waist flag football has a larger sports foundation. Because waist flag football is backed by the mass base of football, and the audience of Chinese football exceeds 10 million. According to the survey data of CCTV sofrey, there are about 19 million people interested in football in China. From the perspective of long-term development, waist flag football has more room to rise than Frisbee. Digital technology accelerates the development of sports industry Under the influence of the epidemic, sports is accelerating its transformation to digital. Digitalization will have a profound impact on the sports industry in the post epidemic era. Digital sports industry is a new way to build a sports power and realize the integrated development of sports industry and digital economy. Digital technology can accelerate the development of sports industry and promote the prosperity of sports industry. As mentioned above, online fitness is the best embodiment. The combination of sports industry and digital technology conforms to the sports consumption needs of the masses, optimizes the allocation of market resources with technological innovation, promotes the development of sports industry in the integration of new forms and new business forms, and gives birth to a large number of sports related enterprises, platforms, apps and sports methods, such as the emergence of a large number of Liu Genghong girls Fire fitness magic mirror takes advantage of the trend (extended reading: "China mirror" a round of financing of US $65 million, and fire adds another fire to the Family Fitness Track) and keep sprint to the HKEx. (extended reading: the first share of sports technology! Keep Hong Kong will be listed soon) In addition, digitalization has penetrated into the whole process of sports and the whole industrial chain of sports industry. VR watching and VR simulator are gradually changing people's sports consumption habits. Digital technology can be applied in sports teaching, daily training, game live broadcast, competitive games and other fields to improve the added value of sports industry and sports economy. Digital technology gives birth to people's new sports consumption demand As a new form of the combination of digital and sports, E-sports has gained amazing explosive power in the current epidemic. On April 23, in the 2022 LPL spring finals, RNG successfully defeated its opponent TEs and won the silver dragon cup, which symbolizes the highest honor of LPL. Shanghai based tengjing sports had to hold the finals online for the first time because of the Shanghai epidemic. Tengjing sports, which has many years of event operation experience, handed over a perfect answer sheet and withstood this big test of the epidemic. In this way, through online home games, online competitions, online marketing and other forms, E-sports not only did not shrink its own value, but amplified its online value. (extended reading: RNG is crowned the champion of spring competition, and the scenery of online E-sports remains the same) According to the data of China Game Industry Research Institute
Edit：Li Ling Responsible editor：Chen Jie
Source：36Kr
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