The Outbreak Of Home Movement: Family Fitness To Usher In A New Era Of Live Broadcast?

Technology war epidemic: the strength of platform economy six

People's demand for health has always existed, and for the investors in the consumption field and practitioners in the fitness industry, the new crown epidemic has greatly improved people's health. Although users are at risk less in the short term, home fitness is the main reason to go out. In the long run, the demand for fitness industry is bound to show an upward trend.

Since the outbreak of the new crown disease in 2020, people's fitness methods have shifted from gym and outdoor exercise to home fitness in family scenes. Open up your hands and shake your voice. You can also enjoy the video sharing of squatting with your hands washing liquid and training your arms.

The epidemic has brought heavy losses to the fitness chain organizations under the line, but it has also stimulated people's enthusiasm for family fitness. SPAX founder and CEO Mu Sheng Kun told the twenty-first Century business news reporter: "users spend much more time at home than before, and everyone's attention to health has also increased a lot. Under the two interactions, the demand for family sports is blowout.

From the point of view of the whole family fitness topic participation, micro-blog's "family fitness" topic has more than 320 million hits, and the theme of "home is also loved to do sports" has been clicked more than 144 million times by the fast hand and the Yue Yue, and the "trembling Gym" has more than 125 million hits on the shaking platform.

Wu Shichun, founder partner of plum blossom venture, said in an earlier online sharing that the combination of live broadcasting and many industries will accelerate during the epidemic period, such as live blind date, live broadcast education, live broadcast fitness and so on.

Fitness on line

In January 27th, three of the first month of the Chinese lunar calendar, the SPAX fitness studio in Beijing's Bai Zi Wan resumed its usual busy schedule. The contents of the previous staff were closely related to disinfection and protection.

Since the outbreak of the new crown, the number of online live SPAX live broadcast classes has exceeded one million per day. In addition to updating content on App, SPAX distributes fitness content to video platforms including Tencent video, Youku and Iqiyi, and is also the only fitness partner of central video.

Mu Yi Kun has provided such a set of data: SPAX has been providing free services since January 25th (January 1), and has launched the live broadcast content with the external platform. Up to now, the number of single course participation in live broadcast courses has exceeded 100 million. Through the cooperation with external video platforms, the exposure of course content has been over 100 million.

"In addition to the regular business, we also raised the priorities of some new businesses this holiday season." One of the new businesses mentioned by Mu Kun Kun is the youth physical fitness curriculum, which is mainly provided by elementary school students, such as homework help, Youku children, Ali sports and so on, in the form of public welfare.

"The present environment is not convenient for business trip, but there is no face-to-face cooperation negotiations. We put more resources and energy in the cooperation between App and family segmentation scenarios. Mu Kun revealed that the team has been testing water through smart TV Course subscription, as well as parent-child subdivision scene content product development.

Unlike the live show.

In the SPAX live broadcast live room, the coach is in front of at least four 50 inches of screen, showing the online user's personal data, participation and questions. If users are using SPAX partners' fitness equipment and wearable devices, coaches can also see their real-time motion data.

For users, the core value of a live form fitness course is interaction, which is based not on the chat between the anchor and the user, but on the guidance of the user's state of motion.

"One live broadcast class and tens of thousands of online people at the same time, we need a system to enable coaches to interact with users. Most of the movements in family scenes are related to heart rate, which is the cornerstone of interaction between our teachers and users. Mu Yikun introduced.

It is understood that SPAX fitness live broadcast at the beginning of the establishment of a "data based interaction" strategy, specifically, they integrate gender, age, heart rate data, through engineering technology and algorithm to form a proposal strategy, teachers can interact with users at the other end of the screen in real time, users can feel the concern.

The new crown has increased the exposure of SPAX live broadcast to consumers. Their ranking in apple AppStore health applications has stabilized from 100 yuan before the Spring Festival to less than Top20 today.

"Formerly cold, boring, action oriented online fitness is becoming history, and is becoming mainstream, which is in line with modern aesthetics, atmosphere, interactive live fitness." Mu Yikun thinks.

Fitness track will be good.

For practitioners in the consumer sector and the fitness industry, the new crown epidemic has led to a marked improvement in health. Although users are at risk less in the short term, home fitness is the main reason to go out. In the long run, the demand for fitness industry is bound to show an upward trend.

Song Xiangqian, the founding partner and chairman of Jiahua capital, told the economic report earlier in twenty-first Century that people's lives will return to normal after the outbreak, and the basic needs of some offline consumer services remain unchanged. "To ensure safety, people still want to go out and breathe fresh air, socialize and experience offline services. Restaurants, services, tourism and other industries will have a retaliatory rebound in the future.

From the perspective of the valuation of start-ups, Wu Shichun believes that capital will pay more attention to the online rate and IP rate of business income. The more online income and IP income, the higher valuation of capital will be given to the enterprise.

The SPAX live broadcast mode is similar to that of NASDAQ listed Peloton. It provides users with fitness services through the way of "family fitness hardware + live course subscription". Peloton was listed on NASDAQ in September 2019, and its current market capitalization is US $7 billion 500 million.

Speaking of the impact of the epidemic on start-ups in the fitness track, Mu Yin Kun said: "everyone has a consensus on the great growth of the healthy track. It is only to see who has the ability to seize it, and whether it can turn the dividends of the industry into its own growth."