Health & Beauty

The "convenience store-like" gym has lowered the threshold of exercise; the sports-based social platform has expanded the fitness "circle of friends"; smart wear has made sports more fashionable...

The National Fitness Plan (2021-2025) issued by the State Council a few days ago proposes to actively cultivate sports industries such as outdoor sports and smart sports to give birth to more new products, new formats, and new models. With the rise of national fitness, what new sports fashions will the Internet "+" create?

The store area has been reduced to about 300 square meters, the App scans the code to open the door for self-service, no longer need to buy an annual card, and it is open 24 hours... The new gym represented by Leke has become popular among young people.

The space of the gym seems to be smaller, but the efficiency is improved. "The core of the gym is user-friendliness." Han Wei, the founder of Leke, told reporters that Leke uses the Digital Intelligence Center to accurately schedule and match users, coaches, and venues. Intelligent management saves costs and increases operational efficiency. Up to now, 754 stores have been opened nationwide, and the cumulative number of users has exceeded 6 million.

Traditional gyms have high operating costs and urgent demand for cash flow. Most of them choose prepaid models. Over time, problems such as service quality and operating pressure have also been exposed.

In recent years, new types of gymnasiums, including Leke, Super Gorilla, etc., have been continuously launched, and a pay-per-view, full-time business model has gradually emerged. The popularity of online fitness platforms such as Keep breaks space constraints and makes fitness venues ubiquitous. From the "sales-oriented" operation idea to the "user-oriented" platform model, "Internet + fitness" has continuously lowered the threshold for "activation".

According to data from Tianyan Check, there are currently more than 1.21 million fitness-related companies in my country. As of July 20, 2021, more than 230,000 fitness-related companies have been added in 2021. With the support of new models and new formats, fitness is becoming smarter, lighter, and more social.

Exercise is a habit, but also a fashion. Under the wave of national fitness, "black technology" apparel, smart wear and other industries are developing rapidly.

The use of antibacterial and deodorant functional fabrics, increased clothing support points, and design of pressure relief shoulder straps... Pay more attention to sports needs, which are practical considerations for many clothing companies to develop new products.

Liu Huizhi, vice president of apparel brand Aimer, is responsible for the sports product line. She told reporters that the sportswear market continues to be hot, and the brand aims at running and yoga scenes. Through big data, sports function research, etc., different sports intensities are differentiated in design and pattern making, focusing on sports pain points to try to be more sustainable, less frictional, and breathable. More sexual materials.

Smart wearable devices are also popular with sports trends.

The sports bracelet records calorie consumption, and the smart spinning bike meets the personalized home sports needs... Starting from online fitness services, Keep extends its tentacles to eating, wearing, using, and practicing. "Consumer products technology allows users to get a more immersive sports experience. Keep's smart hardware products have provided services to 1.56 million users." Keep partner Liu Dong said.

China Electronics Information Industry Development Research Institute recently released the "Report on China's Household Appliances Market in the First Half of 2021", showing that personal care and health appliances maintained rapid growth in the first half of the year, and the retail sales of online personal care products increased by 18% year-on-year.

"Science and technology empower sports, and it will become more popular and easier to find a new viable starting point for national fitness." He Wenyi, secretary-general and researcher of the National Sports Industry Research Base of Peking University, said earlier.

For many people, the purpose of exercise is not limited to physical fitness. On the court, in the park, and in the urban greenway, more and more sports figures bring more flavor to life. People make friends through sports, and the trend of sports "socialization" is obvious.

While loving sports and "showing sports", short video sharing also drove content entrepreneurship and helped the nation's fitness.

Affected by the epidemic last year, the performance of some offline gyms declined, and fitness coach Xu Zhe had to "turn to" online. At first, it was to share fitness knowledge. As the traffic and fans on Kuaishou increased, it began to sell fitness-related products live, doubling the income.

In the past year, more than 23 million people posted sports and fitness-related videos in Kuaishou, and more than 20 million people followed the live broadcast of Cloud Fitness every day.

The sports report released by Douyin shows that there are currently 617 professional athletes stationed in Douyin to share their professional knowledge. There are 67.62 million videos on the platform that record the moments when ordinary people break through themselves through sports.

From fitness to social integration, exercise has become a way of life, and national fitness has also opened up a vast space.