According to public information, Azuma Tani has obtained a strategic financing of US$ 20 million, which is led by Huaying Oriental (Asia) Holdings Co., Ltd. (hereinafter referred to as Huaying Securities). At present, Azuma Tani has completed six rounds of financing, with investors including Shanda Group, CITIC Capital, Shenzhen Venture Capital, Softbank China and many other well-known institutions. It is reported that the D-round financing plan will be launched with a valuation of 520 million US dollars.

Monica Howe, the chairman of Huaying Securities, believes that in recent years, the development of sports industry in China has ushered in unprecedented new opportunities, such as the promulgation of a series of policies such as the National Fitness Plan (202 1-2025), which has provided strong support for the digital transformation of sports industry. Based on the continuous optimism about the development prospect of the sports industry and the high recognition of the development concept of Gudong, Huaying Securities will actively promote Gudong to become the world's leading digital outdoor sports brand.

Keep reported its upcoming listing in Hong Kong on June 5438+065438+ 10, which is the third time this year. However, Keep replied as "unofficial news, no comment". According to public information, Keep has completed eight rounds of financing, with a total amount of more than 600 million US dollars. The latest financing was the F round of $360 million financing in 5438+ 10 this year, with a valuation of $2 billion. When Keep completed the E round of financing in May last year, the valuation of Keep was about 654.38 billion US dollars. In less than a year, Keep's valuation has doubled.

The more laps, the more deserted. Its latest round of financing was in 20 18 years, which was RMB 10 billion yuan (unless otherwise specified, the company is the same). After this round of financing, Guangdong Bubble Circle will mainly use the funds for investment, mergers and acquisitions and team expansion.

It is understood that the user scale of the above three platforms has exceeded 1 100 million.

Exploration on Commercialization of Three Platforms

How to achieve huge traffic? The three giants each showed their magical powers. Keep announced its overall profit in June last year. Among them, the sales scale of sports consumer goods business reached 654.38 billion yuan, including the sales of sportswear, fitness equipment, intelligent hardware and other products.

Keep partner Dong Liu summed up Keep's business model as "A, B, C": A is the user scale of App; C refers to consumer goods such as sports and fitness products; The cardinal number composed of A and C eventually leads to B, that is, solutions and value-added services. On the basis of A and C, Keep hopes to provide users with sports solutions and value-added services, including paid membership services and paid courses.

It is understood that in terms of content creation of paid courses, Keep not only launched more than 1200 sets of self-developed courses, but also introduced lode runner such as Pamela and Saturday Wild, and made progress in brand copyright cooperation, introducing overseas content IP such as Zumba and Les Mills.

In addition, Keep has established a live interactive team of nearly 100 people including course designers, live coaches and brokerage operators. In view of the new occupation of live broadcast coach, Keep said that it is necessary to start a long-term training plan, establish an integrated development path and build a live broadcast group.

Azuma Tani is also interested in sports consumer goods. In May of this year, the family smart fitness brand FITMORE was officially unveiled. In addition, new products such as FITMORE Smart Fitness Mirror and Smart Running Box 2.0 have been introduced, marking its official entry into the family fitness track.

It is understood that the FITMORE smart fitness mirror released by the company has a standard version and a 3D camera version, which are priced at 3,999 yuan and 4,999 yuan respectively. The difference between the two is that the latter supports the use of 3D cameras for AI recognition and correction of fitness movements. FITMORE smart fitness mirror can realize the interconnection of smart hardware such as bracelets, watches, heart rate belts and bicycles by virtue of its own hardware product advantages.

At the press conference, Shen Bo, CEO of Glue, said that FITMORE hopes to become the largest intelligent fitness brand in China and solve the sports needs of the "home fitness" scene.

Compared with the diversified exploration of Glug and Keep, the realization of running circle basically revolves around running. It is understood that Yuepao Circle has established a vertical running community integrating socialization, service and content by finding running friends, sharing running records and holding events. Its main source of income is advertising, and it mostly cooperates with automobile, sports, finance and FMCG brands.

In addition, Yuepao Circle said that the platform should be a content recommendation project called "National Experience Officer". It is reported that "National Experience Officer" encourages users to create professional evaluation content through personal experience, create a benign marketing scene of the brand, and drive e-commerce distribution and brand official website drainage. For example, users can apply for and pay a deposit to register a trial product and complete a specified task, thus returning all the deposits.

Yuepao Circle believes that through such projects, brands can get the opportunity to interact with consumers at close range, and can optimize their products, marketing strategies, sales channels and other contents according to the real feedback from users.

The pressure in the future is not small.

Although the above platforms are actively exploring commercialization, the pressure to be faced in the future is still not small. Keep basically has strong competitors in all categories of consumer sports goods. For example, in sportswear, its price is not much different from some similar products of Adidas and Nike. In terms of intelligent hardware, brands such as Huawei and Xiaomi have more price advantages and technical advantages; In terms of fitness equipment, many brands are making smart home fitness equipment this year, such as Beast, Shu Hua and Jianyi.

In addition, other platforms are also competing with Keep for users. It is reported that there are also a lot of fitness contents in Bi Li and Xiaohongshu, and many fitness bloggers have settled in. These fitness bloggers are very interactive with users and users are very sticky.

The competitive pressure is not small. In the field of smart fitness mirrors, the competition is already fierce. In addition to smart fitness equipment companies such as FITURE, Baidu and Huawei also want a share. In terms of running shoes, Nike, Arthur, Adidas and Xtep, a local brand, are all star running shoes brands in the runner circle. In contrast, there is still a long way to go.

Although Yuepao Circle has not conducted much "cross-border" exploration, it will take time to test how much traffic a single sport can bring and turn it into paying users.

Liang Feng, CEO of Yuepao Circle, said last year: "Frankly speaking, Yuepao Circle has no competitive advantage compared with some social media platforms with extensive traffic. We need to be more professional than them and translate professional stories to professional people. This is the value of our existence. " In terms of users' payment, Liang Feng believes that it will take at least three to five years for C-end (users) to reach the ideal state.