Can smart sports equipment flourish and bear fruit with the fitness trend?
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CJ has just ended. In addition to the games, I believe everyone still remembers the girls at the exhibition. The organizer's new dress code for showgirls did not divert the attention of gentlemen, but only successfully lowered everyone's sight. Fitness trend has spread to the smart field Before the opening, Shanda Games publicly stated that "although you can't watch the game, you can see your abs", hoping to take this opportunity to amplify the most popular sports trend in the society to the extreme, emphasizing a healthy and energetic lifestyle. Coincidentally, this telecom egame also brought a green game concept with fitness as the main focus. Of course, game manufacturers' attention to the field of sports and fitness did not start at this ChinaJoy. At the China Home Entertainment Project Investment Negotiation Summit last month, such TV game manufacturers that combine fitness were already noticed. These large-screen fitness games have one thing in common, which is that they cannot be separated from the cooperation with devices such as somatosensory controllers, smart bicycles, treadmills, and dance mats. Therefore, not only TV game manufacturers, but also many smart hardware manufacturers have a special liking for the fitness industry. In addition to the TV game peripherals mentioned above, there are many companies that focus on other smart sports accessories, such as sports headphones, smart steppers, etc. In fact, in addition to game manufacturers and emerging smart hardware companies, some giants in the technology and sports industries have already tried out smart fitness equipment. As early as 2013, Google demonstrated a smart running shoe with interactive functions. Sports brand leaders Adidas and Nike have both launched their own smart running shoes. Just recently, Li Ning and Xiaomi also joined the ranks. In addition to running shoes, bracelets and watches can be said to occupy most of the smart sports market. According to data provided by a foreign market research company, in the United States, among all Apple Watch models, the best-selling one is the entry-level product that focuses on sports. In addition, some manufacturers hope to occupy their own place in the mixed bracelet market by focusing on sports positioning. Sales of smart sports equipment are not optimistic It can be seen that although it is not as "flashy" as smart home, various manufacturers have been quietly making arrangements in the field of smart sports. So, judging from the products that have been launched on the market, what is the situation of these manufacturers? In this regard, we compared the sales and reviews of traditional treadmills and smart treadmills, traditional bicycles and smart bicycles on a certain e-commerce platform, and found that the sales volume of smart products is almost an order of magnitude lower than that of traditional fitness equipment. An insider revealed that this is because the launch time of such products is generally short, and the platform shows the cumulative number, which of course cannot be compared with traditional equipment that has an advantage in launch time. It is also understood that some similar products are still under development, and it is indeed too early to make a comparison now. This also reveals another problem of smart fitness equipment, which is the low market awareness. The reporter interviewed some senior fitness professionals, and most of them said that they did not know much about smart fitness products other than sports bracelets and watches. This is also directly reflected in the market output of the product. So, is it possible to educate consumers through further output of products in the future to form a relatively mature market situation? Entertainment and social advantages brought by intelligence Compared with traditional fitness equipment, the biggest advantage of intelligent equipment is the enhanced entertainment and sociality. The entertainment advantage is particularly evident in aerobic sports that take a long time, such as cycling and jogging. Because these types of sports are boring in themselves, adding fun elements such as games and music will make the sports more interesting and help participants stick to it for longer. For social advantages, you can refer to the once popular "WeChat Sports". In addition to sharing sports results, the social functions of fitness equipment also include multiple ways of playing, such as online competitions with friends at the same time. This fitness method that is not restricted by region and weather is indeed attractive to sports enthusiasts, especially in smoggy cities with harsh outdoor environments. In addition, there are some smart sports equipment that can provide relevant guidance to users based on the recorded data and act as a personal fitness trainer. This wind will continue to blow It has been reported that China's sports market itself has a lot of room for growth. In terms of fitness population, the proportion of fitness people in the United States is 1:8, and the proportion of fitness people in China is 1:357 (data from 2012). In absolute terms, the size of the domestic fitness industry market is about 10% of that in the United States. In recent years, with the gradual improvement of people's living standards, the enthusiasm of Chinese people for fitness has also been initially rising. It is believed that the successful bid for the Beijing Winter Olympics will trigger the next national fitness craze after the 2008 Olympics. Based on the above points, some industry insiders predict that the domestic sports O2O market will explode by 20% next year. This trend may also apply to the smart hardware market in the sports field. Therefore, with the further deepening of the concept of national fitness and the gradual formation of people's exercise habits, the growth of the domestic sports industry is foreseeable. So, can companies focusing on smart sports equipment get a share of this? This may also require the use of mobile social networks and large-screen TV games to give full play to their advantages in interaction and entertainment. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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