Sports Big Business No. 2698, welcome to pay attention to the leading sports industry information platform
Wen | Lin Sen
Sports big business reporter
Once upon a time, fishing, which was regarded as a patent recreational sport for middle-aged and elderly men, has now broken the gender line and attracted more and more young people. According to the big data of Tmall platform consumption, "camping, fishing and surfing" has surpassed the "hand-made, blind box and e-sports" of the home-based family and become the new three favorites of "consumption" after the 90s. Among them, the biggest contrast is the seemingly middle-aged and elderly exclusive activity of "fishing", which has now become a new habitat for young people.
Driven by short video platforms and stimulated by the star effect, the number of young people "cloud fishing" on social platforms is also increasing day by day. This has led to a surge in sales of fishing gear, which in turn has made recreational fisheries quite promising.
From middle-aged and elderly patents to young people's enthusiasm, what is the charm of fishing?
For a long time, fishing has been regarded as the best choice for middle-aged and elderly men to spend time in their spare time due to their lower physical exertion than other sports categories. According to Gu Yu's data survey, fishing ranked first in the top 10 list of middle-aged men's sports preferences with a vote rate of 28.1%.
But today, the proportion of young people in the fishing enthusiast audience is increasing dramatically. According to the statistics of Tmall 618 in 2021, more than 300,000 consumers purchased fishing supplies in a single day, of which the proportion of post-90s and post-00s increased significantly. In the past year, more than 2 million post-95s have purchased fishing gear on Tmall, and consumers under the age of 18 have nearly doubled year-on-year.
What is it that makes more and more young people enthusiastic about the slow sport of fishing? In the view of the big sports business, the main reasons are as follows: First of all, fishing in a younger group is like opening a blind box, full of unknown possibilities. The charm and temptation of this uncertainty makes young people addicted.
Taking the time-based fish pond scene commonly known as the "black pit" as an example, the owner of the fish pond usually marks the amount on the fish in the fish pond, and how much amount is displayed when caught, the boss will pay the angler according to the price. It is reported that the maximum amount of such "black pit" standard fish can even reach 400,000 yuan, but the corresponding fishing fee is basically 1,000 yuan / hour. The temptation of this huge reward makes many young people eager to try.
Folk fishing "black pit" fish pond
What's more, fishing is all about thrills. After all, the moment the fish is hooked, the fishing and hunting engraved on human genes can make the angler enjoy it. Some people are even more blunt, when you hear the sound of fishing line cutting water, people's adrenaline will continue to soar.
Second, fishing is gradually becoming a social currency among young people. For most young people working in big cities, wild fishing not only reduces the pressure of work and life, but also promotes communication between them. In a place with beautiful mountains and waters, all you need is a fishing rod and a simple bait to make it possible for a small gathering of three or five fishermen and spend a comfortable day together.
Nowadays, fishing groups have become a great way for young people to make friends. Talents from all walks of life come together, and like-minded people naturally have a lot of common topics. Even more, fishing is regarded as shopping, even if sometimes nothing is found, but it will be very pleasant to be able to chat with fishing friends.
Third, for competitive young people, fishing is usually indispensable to show off, and that sense of pride is irreplaceable. Whether it's retweeting results in a fishing group or showing them on other social media, it will make anglers feel a sense of accomplishment. There are also extreme enthusiasts who see fishing as a way to close the distance between them and influencers.
The short video platform has created tens of thousands of people online "cloud fishing" scene
According to the "Monitoring Report on the Development of China's Recreational Fisheries (2021)" released in October this year, the new crown epidemic has had a great impact on the development of China's recreational fisheries in the first half of 2020. This makes anglers who cannot personally go down due to the epidemic turn to "cloud fishing" on short video platforms.
From 2020 onwards, short video platforms such as Douyin and Kuaishou have begun to emerge a large number of fishing videos. According to the "2020 Douyin Data Report" released by Douyin, the total number of fishing-related videos has exceeded 800 million times, and the "#钓鱼" topics on the whole platform have been played 70 billion times.
With this, a large number of phishing experts have risen rapidly on short video platforms. Take Deng Gang, head coach of technical promotion of the China Fishing Association, as an example (Douyin account: Tianyuan Deng Gang), since its first video in October 2019, it has had 20 million fans in just two years. In addition, head accounts such as "Liu Zhiqiang Fishing" and "Professional Angler Zeng Hui" have also exceeded the million mark of fans. According to relevant statistics, Deng Gang's account live streaming sales of goods in 30 days can reach 2.95 million yuan.
Deng Gang Douyin, head coach of technical promotion of China Fishing Sports Association
Another major short video platform, Kuaishou, in line with the values of fairness and inclusiveness that has always been emphasized, strives to give the bottom basic people the opportunity to make a living on its platform, and also frequently moves in the field of fishing. In 2020, Kuaishou exclusively named the first National Angler Games held in Jinhua Yanyu Lake, and joined hands with Jia Yani to launch the "Million Fishing Battle" national prize interactive activity.
With some of the new generation of post-95 love beans keen on fishing, fishing has spread widely in the rice circle. Represented by Yi Qianxi, Yu Shuxin and others, he has expressed his enthusiasm for fishing in variety shows many times. For the majority of fans, the power of their idols is naturally infinite.
Yi Qianxi is particularly enthusiastic about fishing
In addition to show business stars, sports stars also have a soft spot for fishing. Take The Tokyo Olympic weightlifting men's 73 kg gold medalist Shi Zhiyong, for example, revealed his fishing hobby in an interview, saying, "In my opinion, fishing is more interesting than weightlifting." Because at this level of weightlifting, I have no opponents at all. ”
Weightlifting champion Shi Zhiyong loves fishing
It is precisely because of the idol effect of many of the above categories that the phenomenon of young people becoming addicted to "cloud fishing" is becoming more and more common. As a fishing enthusiast, Yin Yan after the 80s has found that many young people have not only fallen into the pit of fishing in recent years, but even indulged in fishing through live broadcast "cloud". This year, Yin Yan broadcast fishing live in the Taobao live broadcast room, attracting 10,000 people to watch, and even some fans used up five charging treasures to watch the live broadcast for 48 hours continuously. "Cloud fishing is also a pleasure." Yin Yan's fans said.
There are many types of fishing gear and kryptonite behavior is not advisable
As more and more people enter the pit to learn to fish, the phenomenon of kryptonite in the fishing equipment market is not uncommon. According to the Tmall consumption insight report, more than 40% of the consumption of the new generation of anglers is concentrated on the entry-level fishing rod, and the fishing veterans such as urban blue-collar workers and the elderly in small towns spend more money on consumables such as bait, fishing line, fish drift; the new generation of anglers prefer fishing rods and fishing boxes, fishing probes and other entry-level auxiliary equipment, while the old anglers spend more on consumables and common auxiliary equipment.
Although it is a matter of opinion whether fishing depends on technology or equipment, it can be said that it is a matter of opinion. But there is no doubt that every young person who enters the pit inevitably has the idea of upgrading his fishing equipment or the impulse to kryptonite. Usually, there are three major places where fishing is expensive: fishing gear, bait, and transportation.
First of all, starting with the fishing rod, the novice will gradually transition from a fishing rod of more than 100 yuan to a few thousand fishing rods. What's more, there are also many people in the circle holding fishing rods of tens of thousands of yuan. In addition, because wild fishing places are usually far from the city, there are not a few people who choose to buy a car for fishing.
Because there is no end to kryptonite, there is such a joke in the fishing circle: "Taiwan fishing ruins a lifetime, Luya poor three generations" Taiwan fishing is the abbreviation of Taiwan's fishing method. The fishing tackle of taiwan fishing is relatively fixed, and the long section of the fishing rod plus the double hook line group of vertical drift will basically not have much difference. However, in the upgrading of equipment, many people will continue to upgrade their fishing gear in order to catch more fish, and the funds invested will naturally rise.
The Luya fishing method, who makes people "poor for three generations", derives its name from the transliteration of the English "Lure" (bait), is a bionic bait fishing method, which refers to a fishing method that imitates weak creatures to trigger the attack of large fish. Compared to table fishing, Lua is more aggressive and proactive. In terms of equipment, it is indeed less than table fishing, but the cost of the most critical fake bait is too high, once hanging the bottom or a broken line, dozens of dollars will not be gone.
In terms of knowledge, the number of people who pay attention to the topic of "Does Luya Equipment Burn Money" is close to 100,000. Someone left a message below saying that To play professionally, Lua needs to buy different baits and use different equipment for different water conditions. More than 1,000 fishing rods with more than 2,000 wheels, such sets to 3 sets, all types of brand fake bait are a dozen, casually will exceed 10,000. Some of the fake bait used by the equipment party are one hundred and eighty yuan a piece, plus renting a yacht, burning money.
With the increase in demand, the types of fishing equipment are becoming more and more diverse. According to the data provided by Jiuqian Consulting, there are as many as 42 retail categories related to fishing, such as fishing alarms, fishing boat thrusters, Luya tongs, fishing gloves, etc., all kinds of which are available. For young people, equipment with a sense of technology and freshness is more popular. In some fishing tackle shops, fish finders, fishing hand washers, automatic baits, fish control tongs, etc., will also sell better among young people.
It is undeniable that fishing, as an outdoor sport with a low threshold, is indeed a good way to relax and entertain. Middle-aged and elderly people usually pay attention to the professionalism and leisure of fishing, and some people can even fish for a day with a piece of bread and a bottle of water. Young people are mostly for petty bourgeoisie and socialization, and the fishing bureau where three friends gather is called perfect, and high-related categories such as fishing suits, tents, barbecue grills and so on have been derived.
Although there are many young people who really love fishing, fishing is not the same as e-sports games in reality. New anglers tend to fall into the trap of "equipment bonus" and blindly buy expensive but not really needed tools such as electronic fish detectors. In the matter of fishing kryptonite, whether it is young people or middle-aged and elderly people, they should act according to their own economic conditions.
For young people who are "cloud fishing" on the short video platform, it is important to find an outlet for their own life pressure, but at the same time embracing real life cannot be ignored.
Note: The images used in this article are from the Internet