"Cloud Fitness" becomes the normal life of young people, "comparing" with each other more vigorously
"Opening membership to participate in sports online training, a continuous monthly subscription of 19 yuan per month, and a discount of 10 yuan in the first month, it is very cost-effective." Zhang Miaomiao worked for an insurance company in Beijing. During her home office last year, she developed a habit of using sports apps. Now, no matter how late she finishes work every day, she insists on practicing a set of Pamela exercises following the video.
Since the outbreak of the new crown pneumonia, the Internet-based "cloud fitness" model has developed rapidly.
This online guidance and offline exercise fitness model is loved by many fitness enthusiasts and has become a normal life for them.
Zhang Xiang (pseudonym) likes the super-burning sports atmosphere in the live broadcast class. He told the China Youth Daily and China Youth Daily reporter that he had an annual gymnasium card. Due to inertia, he only went to one month in a year.
"Although the live classes in the sports app also need to be paid to open a membership, there are real-time encouragement from the coach and other online partners in the live broadcast room, which has a strong sense of interaction, which helped me to persevere better."
Sports itself has interactive attributes, and it is really hard to persist alone when exercising alone.
To this end, many sports apps have also deliberately created online social platforms to meet the needs of mutual encouragement and mutual supervision among sports partners.
In the "community" section of a sports app, a reporter from China Youth Daily and China Youth Daily found that "circle" is one of the users' favorite features.
Here, fitness enthusiasts take the initiative to form or join a circle of favorite sports according to their sports interests.
The circle owner is responsible for formulating circle rules and issuing activity announcements.
Members of the circle post pictures or videos to clock in and record the moments of exercise, share their growth and transformation, and unknowingly they will practice more vigorously in the "comparison".
The social features of the "cloud fitness" model are continuing to attract more users to join, and the autonomy and convenience of the low-cost and paid model, and the specificity and professionalism of course design have enabled more and more users to become Internet gym members.
What is the difference between free courses and member-only courses?
According to Wei Weicheng, a lecturer at the Sports Center of Southern University of Science and Technology, compared with the free courses in the App, members-only courses are more refined in content design and service levels.
People who are just beginning to try fitness can usually take advantage of free courses to receive training guidance at the initial stage, and gradually cultivate interest in sports under relatively simple training content and low training intensity, and fitness enthusiasts who reach a certain level and wish to advance to intensive training , It is more suitable to join members and enjoy higher-intensity and professional guidance.
Zhang Xiang is now practicing intensive training aimed at burning fat in the waist and abdomen.
"Every time the coach explained it in place, and the exercise intensity was suitable for me. These are the exclusive training plans that the system intelligently recommends as a member after filling in personal fitness data according to the prompts."
From the initial simple recording of sports data to the provision of recorded training courses, to the launch of live teaching and exclusive training programs under the membership system, the service form of sports App has been innovating.
For example, in order to encourage more fitness novices to participate in the joy of sports, some sports apps have launched online running activities.
Each activity sets up different activity groups according to the number of kilometers completed, and some also come with gift packages of different prices. The medal styles and small souvenirs included in each package are different.
As long as the corresponding kilometer is completed within the specified time frame and the data record is submitted on time, the reward package will be received at the reserved address.
A marathon enthusiast in Beijing told reporters that he often participates in such online activities. Every time he sees the medals he has collected all the way, he feels full of accomplishment. “This kind of consumption is also easy for people to accept.”
The reporter found that the consumer psychology of sports enthusiasts is often susceptible to external influences, such as coaches’ recommendations and fitness professionals’ sharing of good things.
Zhang Miaomiao said frankly that her body fat claim was purchased on the recommendation of a well-known fitness expert when she was using Douyin.
Unlike girls, boys tend to buy sports aids and consume more rationally.
Zhang Xiang said that he had purchased abdominal muscle wheels, push-up brackets, fascia guns, etc. in the App.
At present, self-operated shopping mall services in sports apps are constantly improving, and products focusing on personal sports needs are emerging in endlessly.
According to the customer service staff of the mall in a sports app, in addition to sportswear, light meal replacements, and small fitness equipment, smart bracelets, smart body fat scales, smart treadmills and other hardware are popular with consumers.
He took the smart treadmill as an example, “This is a sports equipment that is compatible with professional running courses in the App. The user first needs to bind the mobile phone to the equipment so that the running speed can be automatically adjusted according to the course schedule when running. Receive voice guidance, correct bad running posture, record running data, and analyze running effects."
China Youth Daily · China Youth Daily reporter Li Zhuo Source: China Youth Daily