Fitness Marketing in China: National Fitness Era


In China, maintaining good health is a top priority, the country even advocates national fitness, regardless of age, in order to improve both national fitness and health levels. Statistics show that about 400 million Chinese people have daily fitness and exercise habits. In this context, China's fitness market is also booming. Especially under the influence of the COVID-19 outbreak last year, people have become more aware of the importance of health and fitness. Having a healthy body and maintaining a healthy diet are two in-dispensable aspects of life. In this article, we will discuss some of the current Chinese fitness habits, trends, and the development prospects of the fitness market.

在中国,保持身体健康是头等大事。国家甚至倡导全民健身,无论年龄大小,皆在全面提高国民体质和健康水平。数据统计,约有4亿中国人有日常健身、锻炼的习惯。在这个大背景下,中国的健身市场也正在蓬勃发展。特别是在去年新冠疫情爆发这一影响下,人们更加意识到健康与健身的重要性,拥有一个健康的身体和保持一个健康的饮食习惯是人生中必不可缺的两件事。在这篇文章里,我们会一起探讨一下当下中国人的健身习惯、健身趋势和健身市场的发展前景。


Over the course of time and the development of technology, the fitness habits of Chinese people have gradually changed. However, physical gyms are still the dominant part of the fitness market. In 2001, there were only 500 gyms in China, but at the end of 2019, China had grown rapidly to have around 49,860 health clubs. Traditional gyms are using an asset-heavy model, mainly centered within the city where their headquarters are located, to then expanding to the surrounding cities. For example, Will's and Tera Wellness are both based in Shanghai, with nearly 100 gyms in Shanghai and expanding into Eastern China.随着时代和科技发展,中国人的健身习惯也逐渐随之发生了变化。无论如何,实体健身房还是占健身市场的主导部分。在2001年的中国大陆只有500家健身房,但在2019年底中国却已快速增长到拥有大约49860健身俱乐部。传统健身房是采用的是重资产模型。他们主要以总部所在的城市为中心,同时再扩展到周边城市传统体育馆采用的是重资产模型。他们主要在总部所在地的城市周围发展,以总部为中心,同时又扩展到周边城市。比如Will's和Tera Wellness都是以上海为基地。他们在上海拥有近100家门店,并正在向华东地区扩展。



The latest model of gyms, however, is asset-light through standardization and digitization. They are expanding rapidly by opening shops in new cities. At the end of 2020, LeFit was four years old and had quickly penetrated eight cities with over 450 shops, the highest number of gyms in the country. Other new gyms, represented by LikingFit, SunPig, Kuaikuai, and Super Monkey, are innovating in terms of group class content and fee models. These new gyms are more flexible than the traditional gym model of payment and are more likely to attract students and the working population.而最新模式的健身房通过标准化和数字化而采用了轻资产模式。它们通过在新城市开门店而迅速扩大。在2020年底,乐刻LeFit成立了4年,并快速渗透了8个城市,拥有超过450家门店,为全国门店数量最多的健身房。以LikingFit,光猪圈,快快智能健身和超级猩猩为代表的其他新健身房是在团课内容和收费模式方面进行了创新。这些新型的健身房比起传统健身房付费模式更加灵活,更容易吸引在校大学生和工作人群。


FITNESS EQUIPMENTS

In addition to physical gyms, technology has also made it easier to work out at home. The ease of online shopping in China has put fitness equipment at people's fingertips. In terms of sales of sports products on Taobao & Tmall in January 2019 and January 2020, there were 7,026,800 sports/yoga/fitness products sold in January 2019 and 3,866,300 in January 2020. In addition, January 2020 sales of outdoor/hiking/camping products amounted to 3,712,400 units sold; sales of sports bags/outdoor bags products were 412,500, and sales of sportswear/casual clothing were 643,100.

除了实体健身房以外,科技也为在家健身带来了便利。中国网络购物的便捷使得人们对健身器材触手可及。从2019年1月及2020年1月淘宝天猫运动类产品销量来看,其中2019年1月运动/瑜伽/健身产品销量为702.68万件,2020年1月销量为386.63万件。此外2020年1月户外/登山/野营产品销量为371.24万件;运动包/户外包产品销量为41.25万件;运动服/休闲服销量为64.31万件。



Online fitness resources are also readily available. In addition to customizing individual fitness plans for different users and equipment, KEEP, China's No. 1 fitness application, has also created an online sports community to allow users to share results with a community platform. In addition, German fitness blogger Pamela Reif also saw the potential of the Chinese fitness market as a large number of Chinese people tracked her fitness videos, she then moved on to major Chinese platforms to update her fitness videos.

而线上的健身资源也是应有竟有。中国第一健身应用程序KEEP除了能针对不同用户、器械定制个性健身计划,更打造了线上的运动社区让用户有分享成果的社区平台。此外,德国健身博主Pamela Reif也因为大量中国人追踪她的健身视频,看到中国健身市场的潜力,继而也入驻了中国各大平台更新她的健身视频。



HEALTHY DIET

It is also important to mention healthy eating. In the past few years, Chinese people's eating habits have also changed drastically. People began to pursue a healthy diet with no additives. Foods such as avocado, quinoa, oatmeal, etc. have become part of the diet trend for healthy people. Moreover, Chinese body image standards are also changing. Nowadays, many women and men are beginning to focus on staying healthy and strong and in order to help support these physical transformations, China's sports nutrition market is developing rapidly as Euromonitor data estimates that by 2022, China's sports supplement, protein powder, and energy bar market will reach 500 million US dollars. Protein powder has a wider audience because it can help shape and build muscle. In order to open up a wider market, it is expected that a move to a more plant-based protein powder formula may be introduced in the future.

此外,健康的饮食也是不可不提。在过去几年,中国人的饮食习惯也在大大改变。人们开始追求健康的饮食、无添加的食物。牛油果、藜麦、燕麦等成了健康人士的饮食潮流。并且,中国人的身体形象标准也在发生改变。如今,许多女性、男性开始将精力集中在保持健康和强壮上。为了帮助支持这些身体转变,中国的运动营养市场正在迅速发展。 Euromonitor的数据估计,到2022年,中国的运动补品,蛋白粉和能量棒市场将达到5亿美元。其中的蛋白粉有更广泛的受众,因为它能帮助塑形增肌。为了打开更广泛的市场,预计未来可能会推出更为便捷冲泡、植物性的蛋白粉配方。


 

Although China's fitness industry is in its infancy, it has a good momentum of development. This also indicates that fitness clubs, sportswear, equipment, and health food have huge market space and potential. As people often say, investing in good health is a wise investment.

中国的健身产业虽处于起步阶段,但有良好的发展态势。这也标志着健身俱乐部、运动服饰、器械和健康食品有着巨大的市场空间和潜力。正像人们常说的一样,投资身体健康是一件只赚不亏的好事。

EASTANT

To find out more about the marketing trends in the Chinese market, please contact us at info@eastant.it

如果想了解更多中国市场的发展趋势,欢迎通过info@eastant.it联系我们。

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