In recent years, with the diversification and intellectualization of fitness methods, home fitness and outdoor sports have received extensive attention. According to the forecast of the Prospective Industry Research Institute, the market size of the home fitness industry in mainland China will exceed 80 billion yuan in 2024. At the same time, the post-90s generation and women have also become the main group of people participating in outdoor sports, leading the trend of outdoor sports.
Treadmills and spinning bikes are more popular with women
On May 14, the reporter came to a sporting goods store in Gulou District, and as soon as he entered the door, he saw fitness equipment such as spinning bikes, treadmills, elliptical machines, and rowing machines. "If you exercise at home, you can choose a treadmill that can be folded and has functions such as lifting and slope." The staff of the store told reporters that the treadmills of different styles and prices have different materials and slightly different functions, and the stable support of the treadmill is also different.
"It's more convenient to work out at home than it is to go to the gym." According to the staff, home fitness is not limited by time, and you can choose the time you want to get up in the morning and leave work in the evening. "Wake up in the morning to exercise for half an hour, take a shower, and then go to work refreshed, without the hassle of going to the gym." She said that now many people will choose home fitness, will choose the right equipment according to their own situation, and many female consumers are more inclined to buy treadmills and spinning bikes.
"It's because I often work overtime, and the gym where I get a card is running, so I bought an elliptical machine and put it at home." Ms. Ding, a citizen, told reporters that she felt good when she bought equipment at home, exercising about three or four times a week, and she didn't want to exercise when she got off work late, and now she watches TV while exercising every day, and she feels pretty good.
"I usually do home fitness and gym workouts, do crunches, rowing and other movements that don't require large equipment at home, and go to the gym to do some strength training." Mr. Liu, a citizen, told reporters that there is more fragmented fitness time at home, and he usually does it with some online fitness classes at home, and the effect is basically the same as going to the gym.
In 2024, the market size of the home fitness industry may exceed 80 billion yuan
With the way of fitness from traditional to intelligent, fitness is no longer limited to the gym or outdoors, home fitness has become the choice of more and more people due to low cost and no place and time restrictions. More and more people choose home fitness, and the sales of home fitness equipment are also increasing. According to the "Indoor Fitness Consumption Report", from January to April 2023, the turnover of home fitness products ranked second among all sports product consumption, and the per capita consumption ranked fourth, second only to skiing, ice sports and cycling. According to the forecast of the Prospective Industry Research Institute, the market size of the home fitness industry in mainland China will exceed 80 billion yuan in 2024.
The reporter noticed that in the purchase of home fitness equipment, the more popular large equipment includes spinning bikes, treadmills, rowing machines, etc., and small equipment mainly includes fascia guns, abdominal wheels, tension ropes, grip machines, push-up brackets, etc. However, whether it is in terms of price or function, the vast majority of brands are unable to make obvious differentiation, and homogenization is more serious. Industry insiders believe that in the long run, the growing demand trend of the fitness equipment market will not change. Considering that consumers' requirements for the functionality, comfort, durability and other aspects of fitness equipment are also constantly improving, brand enterprises still need to get rid of the homogenization situation through technological innovation and market expansion, and promote the rapid growth of the entire industry.
In addition, various forms of online fitness services, such as video classes, online live broadcasts, fitness communities, and fitness e-commerce, are also booming. At the same time, with the development of advanced technologies such as big data and artificial intelligence, as well as the digitalization of the fitness industry, online fitness has developed rapidly and is gradually becoming an alternative to offline fitness.
Young people lead the "outdoor sports trend"
"On weekends, I will ask friends to go out for a ride together, such as Jiangxinzhou and Shecun, which are very suitable, with a good environment and fresh air." Xiao Li, a citizen born in the 90s, told reporters that sometimes he would go out to ride a bicycle at night, about 20km each time, not only the body was exercised, but some bad emotions also dissipated.
From camping frisbee to cycling and hiking, the sports scenes available to everyone are gradually expanding, and outdoor sports have gradually become national sports from the initial niche sports, and have become a popular lifestyle for everyone to return to nature and find a life to relieve stress. Through social media, it is not difficult to find that more and more young people are hooked on outdoor sports. In 2023, the number of outdoor notes published on a social platform will reach 130 million, a year-on-year increase of 270%, and the number of notes read will exceed 622.5 billion, a year-on-year increase of 570%.
According to the "China Outdoor Sports Industry Development Report (2022-2023)", the post-90s generation and women have become the main group of people participating in outdoor sports. According to relevant data, among the outdoor sports participation groups, the "post-90s" have become the largest consumer group, accounting for 36.1%, followed by the post-80s group, accounting for 32.5%. The traditional pattern of male-dominated outdoor sports is being broken, with 59.9% of female participants accounting for more than 40.1% of men, and women's attention to outdoor sports is also higher than that of men.
The head leopard research institute believes that in recent years, with the frequent occurrence of national policies, the rise of new outdoor sports such as camping, outdoor sports have gradually become a popular trendy sport, and participants have gradually changed from the pursuit of challenges to the pursuit of socialization. In 2022, the market size of China's outdoor sports goods will be 190.042 billion yuan, a year-on-year increase of 21%, and the CAGR from 2018 to 2022 will be 27.1%, and the market size is expected to reach 280.045 billion yuan by 2027, and the outdoor sports industry will continue to develop steadily.
Modern Express/Modern + reporter Yang Xiaodong text/photo (some pictures provided by the interviewee)