1. Why are indoor fitness equipment becoming more and more popular?
Tmall Sports Outdoor and CBNData released "20 19 Tmall Large Fitness Equipment Consumption Trend White Paper". Based on Ali data, the report takes online large-scale fitness equipment consumers as the research object, and observes the development trend of online large-scale fitness equipment category consumption market. According to the report, in the past two years, a large number of consumers have flocked to Taobao Tmall platform to buy large-scale fitness equipment, and the number has continued to expand, and the growth rate has increased significantly compared with the previous year. According to the report, among online large-scale fitness equipment consumers, female consumers account for 64%, and the growth rate of quantity and amount is much higher than that of men. From the intergenerational perspective, the post-80s generation is the main consumer of online large-scale fitness equipment, with the highest proportion and the strongest consumption power, followed by the post-90s generation. It is worth mentioning that the growth rate of post-1995 consumers who bought large-scale fitness equipment in the past year is much higher than that of consumers of other ages, both in terms of the number of people and the sales they contributed.
2. Where is the consumption range of indoor fitness equipment?
Nearly 40% fitness equipment consumers are more inclined to buy 1000-2000 yuan products, which is a more suitable entry price segment for beginners; The number and amount of buyers in the price range of 2000-3000 yuan contribute significantly to the growth rate, which is suitable for people who pursue quality and have certain economic strength; 4% senior fitness party prefers to spend more than 5,000 yuan, and the fitness equipment is more advanced. From the choice of goods, treadmills, elliptical machines and rowing machines, which are easy to operate and can exercise the whole body muscle groups, are most popular with Fitness Xiaobai.
Third, the consumption preference of fitness equipment: safety, portability, flexibility and intelligence.
In terms of consumption preference, first of all, with the improvement of consumers' awareness of safety protection, sports equipment with higher protection performance is more popular. For example, the number of people buying rowing machines increased by as much as 60% year-on-year. Compared with traditional treadmills, they can more effectively avoid injuries to knees and ankles caused by exercise. At the same time, a good shock absorption system can reduce the damage to joints, especially knee joints, so treadmills with shock absorption function are favored by consumers, and their online sales have increased by 225% compared with the previous year, and the market scale has been greatly improved.