Going on the line and entering the house
  ——The epidemic has given birth to a new form of sports consumption

  Affected by the new coronary pneumonia epidemic, the Chinese sports industry has encountered an unprecedented "cold snap" in the past few months, but the severe cold also breeds vitality, and new sports consumption patterns have quietly emerged and have grown rapidly. Live streaming, online teaching, e-sports... With the growing trend of online and diversified sports consumption methods, the sports industry is also constantly exploring new directions and outlets in the process of change.

Bringing goods, the sports industry explores the "net red economy"

  With the continuous impact of the epidemic on offline physical stores, e-commerce models such as online celebrity live broadcast and online-wide micro-commerce have quickly become popular among major domestic sports brands. On April 12, Marbury, the head coach of the CBA North Control Team, opened his first live show on Pinduoduo. In addition to telling his experience as an athlete, he also focused on promoting his basketball brand products. Tens of thousands of netizens watched, "Marbury Live Carry" was on the hot search for a while.

  In fact, "net red belt goods" is no longer a new thing in the sports industry. Domestic sports brands such as Anta and Li Ning have teamed up with Li Jiaqi to jointly broadcast live this year to promote new products. In addition, "all employees WeChat" has become a new marketing method for major brands to deal with the impact of the epidemic. Anta and other brands have recently issued announcements, calling on employees and distributors to expand sales to e-commerce platforms and participating in "Full Retail" through WeChat and other software. ".

  Summer is coming, and running enthusiast Yang Fang has started the exercise mode. For this reason, she has purchased a customized sports plan on a running software called "Keep". The reporter opened the mobile app store and searched for "fitness". The results showed that there were nearly one hundred programs. The services provided include sports guidance, plan customization, and fitness live broadcast. Many of the contents are charged. "Everyone's requirements for fitness are getting higher and higher. For example, many runners are not satisfied with "ran and run", but want to run more scientifically, reasonably and more targeted, so they are willing to spend money in this area. "Yang Fang said.

  PP Sports under Suning has always had good traffic in live broadcasts. During the outbreak, the fitness live broadcast courses launched on the platform attracted a large number of users to watch, with an average of more than 50,000 viewers per game. In order to turn "traffic" into "benefit", PP Sports has made many attempts, such as directing the traffic brought by live fitness to the retail of fitness equipment. Driven by online live fitness courses, Suning Tesco's fitness equipment sales increased by 269% year-on-year, of which dumbbells, hula hoops and yoga mats became the most popular fitness products, with sales growth of up to 500%, 391% and 332% respectively . According to Xiaoqiao Technology's data on Suning.com, sales of smart fitness products have risen 556% compared to the same period.

Live class, from "face to face" to "online appointment"

  From May 28th, the Douyin App opened a live martial arts conference called "Kung Fu Yi Xia". Many martial arts masters across the country displayed and promoted traditional martial arts to netizens through live broadcasts, which attracted a lot of attention. "Since a live broadcast class, my Douyin account has seen a sharp increase in the number of followers in half a month, and the published martial arts video has often been viewed more than 100,000 times." said Chen Chen, Tai Chi coach of Shanxi Yuanheng Kangyang Culture Company. The individual martial arts counterparts who were stationed in Douyin at the same time have already started to make money through live broadcasting, which makes him feel the great energy and potential of the online sports industry.

  "During the epidemic, we have been conducting online public welfare teaching activities. The coaches will teach online every night. In just over a month, they have attracted thousands of Tai Chi lovers from all over the country to participate in the study." Shanxi Yuanheng Kangyang Cai Xin, general manager of the cultural company, said, "Although there is no real profit, online teaching is a new attempt in our business. Practice has proved that the traditional sports industry also has a lot of room for development on the Internet, which will give our company the next step. Development brings inspiration."

  For Luo Yuansheng, the founder of Honeypot Tennis, the impact of the epidemic has brought pressure to the company, and it has also forced the company to make new explorations in online live broadcasting. During the epidemic, Honeypot Tennis launched a series of online tennis learning courses and quality live lessons, so that more "home-stay" children can use limited conditions to develop sports and experience the fun of tennis learning, which is loved by students and parents.

  Luo Yuansheng said that expanding the recording and broadcasting courses to live courses greatly enhanced the interactive and interesting nature of online courses. He believes that the epidemic has accelerated the integration of online and offline. In the future, online courses will become a very important part of the sports industry, especially physical education and training, which is complementary to offline.

  Honeypot Tennis officially resumed work on April 13, Luo Yuansheng said: "At present, in addition to offline customers participating in online courses, they also attract customers from all over the country to receive'online training' in real time. Parents have not easily applied because of the epidemic. To drop out of school for children, I believe that more people will pay more attention to physical exercise after the past. In the future, online products will become our long-term operating products."

A new blue ocean for entertainment and sports consumption

  During the epidemic, a game called "Fitness Adventure" was rushed by players, the price increased several times, and even sold out. The reason why it is so popular is that this game that integrates the elements of "house", "fitness" and "entertainment" meets the needs of people during the epidemic well, which also reflects that the house movement is becoming a new fashion. Cycling enthusiast Gao Sheng recently bought an AI spinning bike on the recommendation of a friend. “It’s not convenient to go out during the epidemic, and my rider and I synchronize the'cloud ride' at home through smart bike networking." Gao Sheng said, "The combination of the sports industry and the network has changed our traditional sports methods and opened a new one for me. door."

  In recent weeks, companies such as Formula One, NASCAR, World Rally and Australian supercars have tried in the field of virtual games, eager to satisfy fans' appetite in the absence of live performances. The results showed that the ratings and fan participation far exceeded expectations.

  PP Sports launched a self-made competitive variety "Calling Games", which is conducted through the way of famous mouth + female anchor team PK, fully integrating sports, interaction and e-commerce.

  As the epidemic pushes the sports industry to explore and transform more business models, the form of sports consumption is constantly iterating.

  Wang Zhenyu, executive director of the China Sports and Health Industry Research Center of Shanghai Jiaotong University, said that the impact of the epidemic on employment in the sports industry is undoubted, but there are still opportunities in the predicament. He said: "Affected by the "Outline for the Construction of a Powerful Country for Sports", major infrastructure, and major cultural and tourism policies, there are increased service opportunities for sports professional teams and industry groups in the category of sports management activities; Internet sports in the category of sports media and information services Services will continue to rise; sports tourism services, sports health and sports rehabilitation services in other sports service categories will be the biggest growth points."

  Luo Da, the founder of ECO Krypton, which has long been engaged in the recruitment and docking of the sports industry, listed four emerging fields that he is optimistic about, namely e-sports; physical fitness for children, training and fitness for all; sports + technology; it helps to improve the sports industry Online efficiency track, such as live sports e-commerce. "With the continuous updating of sports consumption patterns, the potential, demand and vitality of emerging occupations are being rapidly stimulated." He said.

(Xinhua News Agency, Taiyuan, June 7th, reporters Lin Deren, Liu Yangtao, Wang Chujie, Luo Xin)