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Whether the fitness equipment industry can continue its heavy growth, there are still two voices: bullish and bearish. Some people believe that the epidemic will give birth to a new wave of fitness equipment consumption. Others believe that the stimulus of the epidemic to the industry is only temporary. When the epidemic is over, the industry will return to its normal development track. So, will the epidemic bring spring to the fitness equipment industry?
The epidemic is also a profound national health education. The people are expected to continue to increase their consumption expenditures on sports and health, and the importance of sports has increased significantly. According to JD.com’s big data, during the Spring Festival alone, the turnover of rope skipping on the platform increased by 56% year-on-year, dumbbells increased by 60% year-on-year, tensioners increased by 109% year-on-year, rowing machines increased by 134% year-on-year, and self-operated yoga mats increased by 150% year-on-year. . The sales growth of these categories is even more pronounced among small town residents, heralding the awakening of the fitness boom in lower-tier cities. According to statistics from Pinduoduo, since the outbreak of the epidemic, sales of fitness, leisure and entertainment products have increased significantly. Among them, products such as multifunctional sit-ups, treadmills, dumbbells, and elastic ropes have increased significantly year-on-year.
The data analysis agency Kantar Consulting previously released the special report "Dangers and Opportunities in All Industries under the Epidemic" that after the occurrence of major epidemics, people's attention to their own health and awareness of participating in sports to enhance their physical fitness will increase significantly. . From this, one cannot help but predict whether the fitness equipment industry will rise due to the epidemic in 2020? In this regard, the answer can be found from the development history of the fitness equipment industry after SARS in 2003.
Events like the epidemic can indeed stimulate the sales of fitness equipment in the short term, but after the epidemic, whether the fitness equipment industry can maintain its growth momentum is worth thinking about. Take the most common sports equipment, table tennis, for example. One of the characteristics of its products is serious homogeneity, lack of innovation, and difficulty in attracting consumers. However, during the epidemic, a soft table tennis product that "does not require a table" received tens of thousands of praise on the e-commerce platform. Consumers’ praise is mainly: it does not occupy space, is suitable for all ages, and can exercise at home.
Today, post-80s and post-90s have become the most important consumer decision makers, and this is no exception in the fitness equipment industry, and even more obvious. The development of the fitness equipment industry requires tailor-made products and marketing models based on the consumption scenarios of this batch of Internet aborigines. Under the epidemic, some "new ways of playing" have also emerged in the fitness equipment industry.