"The extra flesh around the waist clicks off, the vest line mermaid line I want." With the arrival of summer, the online live broadcast of Liu Qihong and his wife has driven millions of netizens to "cloud fitness" the topic of "cloud fitness" has repeatedly appeared on the hot search. The latest 90-minute live broadcast on the evening of April 21 increased by 3 million fans and over 100 million likes in a single live broadcast.
Screenshot of the live broadcast on the evening of April 21, the number of likes has exceeded 100 million in the 15 minutes before the end of the live broadcast
"Liu Ruihong Girls": It was he who told me to insist
The People's Daily health client interviewed 6 "Liu Qihong girls" who participated in the online live broadcast for more than a week (netizens called Liu Qihong and his wife live broadcast fans) and found that in their descriptions, a common feature of fitness live broadcasting is: compared with traditional online teaching, the companionship, enthusiasm and appeal of live broadcasting are stronger, and it is easier to immerse people in it. Feeling tired and unable to hold on is the norm, but he (Liu Qihong) told me to insist, which became the feeling of many Liu Qihong girls.
"Casually brush vibrato and circle of friends, everyone is punching in, originally thought I would also join in the fun to watch the live broadcast, watched for ten minutes to try it myself, and then I can't stop, I feel like I'm ignited, even the boring stretching time they will tell you stories." 」 Ms. Su, a post-90s woman living in Beijing's Chaoyang District, told the People's Daily health client. "Nearly a week during the home isolation period has followed the live broadcast punch card, just at the beginning can not stick to it, slowly can basically follow the whole process, very burning very happy, I hope that the day of unsealing can wear a beautiful little skirt to embrace the world." Ms. Mei, a post-95s woman living in Shanghai's Minhang district, said happily in an interview with the People's Daily health client.
"Cloud fitness" will become a new outlet? China's online fitness industry has entered a period of growth
At the end of 2021, the "2021 China Fitness Trend" survey report released by the Shanghai University of Sport showed that weight loss and weight loss are still the first demands of domestic fitness people; home online fitness scenes have become an emerging international trend.
On March 21, 2021, at the opening ceremony of the China International Fitness and Healthy Lifestyle Exhibition, the 2020 China Fitness Industry Data Report was officially released. The report shows that the sudden outbreak of the new crown epidemic has brought a huge impact on the fitness industry, with the total number of health club stores in China in 2020 being 44,300, down 11.1% month-on-month. At the same time, the newspaper pointed out that under the influence of the epidemic, a large number of activations and catalysts have activated and catalyzed the fitness scenes and models of online fitness and home technology, related products, formats and services have achieved rapid development, mass fitness consumption has become more diversified, the number of people participating in fitness in China has increased from 68.12 million in 2019 to 70.29 million, the penetration rate of the fitness population is 5.02%, and the market growth potential is huge.
According to China Insight Consulting, from the perspective of fitness market share, the online fitness market size in 2021 has reached 47% of the overall fitness scale, and it is expected to exceed the scale of the offline fitness market in 2022.
Size and growth rate of China's online/offline fitness market. Future Think Tank Chart
According to the analysis of Guojin Securities, the mainland online fitness industry can be divided into four stages, the exploration period, the competition period, the growth stage and the maturity period. At present, the mainland online fitness is in the growth period, starting from 2019, the characteristics of this stage are: the core users of each user tend to be stable, the overall growth of the industry's users is stable, the head Matthew effect has begun to stand out, according to the Keep prospectus data, the top 10 APP users account for 75% of the users, the small and medium-sized APP competition failed to withdraw from the market, and some online fitness APPS began to explore the business model of online and online scene integration.
Online fitness monetization currently presents four models, and online and offline integrated operation is the future trend
The analysis report of the future think tank pointed out that the current profit model of the domestic online fitness industry is mainly divided into the following four types:
Model 1: Value-added services as the monetization method, content as the core (such as Liu Qihong live broadcast).
According to the 2021 "Douyin Sports and Fitness Report", as of December 7, 2021, there are more than 60,000 sports and fitness creators with more than 10,000 fans, and the live broadcast revenue of fitness anchors in 2021 increased by 141% year-on-year.
Mode two, with the APP brand as the endorsement and the platform curriculum to form a binding, cut into the e-commerce with goods, can track sales, with the structure of goods and other key indicators (such as Keep official flagship store).
At the beginning of 2022, Super Orangutan began to launch the "Super Orangutan Home Squat" series of live broadcasts, launching popular combat special sessions, living room parkour and other courses.
Mode 3: O2O monetization model, extending from family scenes to urban scenes, enhancing brand influence and broadening monetization channels (such as keepland physical store closure and online operation).
Since March 28, the fitness area of Station B has carried out 30 live broadcasts in 10 days, with the participation of Leke Sports, 2 fitness institutions in Laimei China and 14 UP owners.
As major fitness platforms pay more and more attention to the traffic value of online fitness, the operation methods of fitness live classes are becoming more and more mature. The Keep live class and fitness master Pamela conducted the first fitness live broadcast in China, and in the two-day course, they received 40,000+ followers and 25,000 people online at the same time. Up to now, according to the statistics of the People's Daily health client, Keep's parent company, Beijing Calorie Technology Co., Ltd., has received 9 financings, and the amount of financing shown in the records alone has reached 3.98 billion yuan.
Mode four: advertising monetization is a common monetization model for platform companies, the larger the number of users, the higher the quality of users, and the higher the advertising value.
From the perspective of future development trends, The analysis of Guojin Securities pointed out that online content mainly occupies traffic, combined with e-commerce live streaming with goods and online and offline integrated operations will become the future trend of the industry. In addition, 36Kr comments also pointed out that how to have a longer life cycle of the live fitness business model is an urgent problem to be solved.
Han Wei, CEO of Lucky Sports, said in an interview with China Entrepreneur Magazine that there is still a long way to go in the exploration of online fitness content and scenarios, and whether it will become mainstream still needs time to test. And if there is no real investment in fitness, online classes are the easiest to give up. When the supervision is becoming more and more stringent and the industry is gradually maturing, the professionalism of live streaming will become more and more stringent for bloggers, the industry threshold will become higher and higher, and the corresponding online fitness industry will also usher in a new era of more challenging industries. (Liu Yingqi)