Nationalization of sports - the transformation of users' health awareness and health values
A strong body is the guarantee for people to live and work happily. The impact of the epidemic has made people realize the importance of health again. People's health awareness and fitness Country Email Listhabits have changed, and more and more people are involved in sports and fitness, and sports and fitness have gradually evolved into a new healthy way of socializing.
In addition, the state has introduced a large number of policies to encourage national fitness, such as the Healthy China 2030 plan, and the government has encouraged the development of the fitness industry and fitness venues.
in 2021, an increase of 20 million compared with 2020 and a year-on-year increase of 7.14%. It is estimated that by 2026, the size of China's fitness crowd will reach 416 million, with a compound annual growth rate of 6.5%. , which is nearly twice that of the United States and Europe (data from the keep prospectus, collated by Zhiyan Consulting).
4. Diversified sports and fitness methods
Speaking of fitness, we are familiar with running, fat loss, muscle building, etc. In addition to these traditional fitness methods, there are many emerging fitness methods that are growing, such as Frisbee, cycling, skiing, meditation, yoga, etc.
In China, the Tidal app focuses on meditation, sleep, and breathing. Compared with December-January 2019, Tidal’s daily activity from February to April 2020 increased by 150%-250%, and the daily increase in new users was Between 220%-350%.
Abroad, Sensor Tower shows that in April 2020, Calm was downloaded 3.9 million times; Headspace reached 1.5 million times, and Meditopia also reached 1.4 million times. In December 2020, Calm raised $75 million in Series C funding, pushing the company's valuation to $2 billion, and Headspace Health's valuation to around $3 billion.
On Xiaohongshu, there are more than 10,000 notes under the keyword search of "meditation sleep", and many bloggers on major live broadcast platforms are teaching people how to fall asleep through meditation.
According to Juzi IT data, from 2021 to April 2022, a total of 17 investments and financings took place in the field of mental health, with a cumulative investment and financing amount exceeding 1.5 billion yuan. Apps focusing on meditation have also sprung up. In addition to the explosive growth of established brands Tidal and NOW Meditation, emerging star startup brands FLOW Meditation and Heartly Lab have also received tens of millions of RMB in angel round financing in the second half of 2021.