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      1. 深圳APP開發
        18038098791

        中國運動健身APP開發市場發展現狀及趨勢

        2017-09-27?瀏覽:?返回列表

        隨著通訊和網絡技術的發展讓我們的工作效率大大提升,但與此同時,工作時間也變得越來越緊迫。許多職場人忙得廢寢忘食,回家恨不得倒頭就睡,更不用說專門抽出時間來運動了。但隨著中國居民健康意識的覺醒,運動健身正逐漸成為居民主要生活方式之一。

        在運動健康用戶規模不斷增加的情況下,線上企業雖然坐擁海量用戶,但商業化變現挑戰壓力仍日益變大;未來運動健康APP開發領域將向四個方向發展:智能硬件的結合更緊密、健身場景更加多樣化、健身營養和飲食管理加速變現和健身社交屬性日漸加強。

        中國運動健身APP開發市場發展現狀

        中國超重人口已經占總人口的1/3,北方地區超重情況嚴峻

        北方超重人口占比前三的省份依次是河北(41.9%)、內蒙(39.6%)、新疆(37.8%)。南方依次是江西(25.1%)、浙江(24.8%)、福建(24.5%)。北方地區人口超重情況嚴重的主要原因:飲食中高脂肪高膽固醇的食品偏多,冬季較寒冷造成人體代謝下降,飲酒的人口和飲酒量都高于南方,城市白領長期處于久坐狀態,缺乏鍛煉。

        參加鍛煉人群不斷壯大,中青年參加運動健身人數占比高

        國家相關機構統計數據表明:我國經常參加體育鍛煉人數呈逐年增加的走勢,預計到2020年,中國的體育人口有望達到4.35億人。從20歲以上參加體育鍛煉人數的占比來看,20~29歲人群占比接近50%,50歲一下中青年的整體占比也達到40%以上,說明有一定消費能力的中青年對運動健身的需求較高,因此,未來運動健身產業的市場規模也有望持續增加。

        國家政策支持,促進運動健身產業加快發展

        2016年6月國務院發布《全民健身計劃2016-2020年》,2020年,每周參加一次及以上體育鍛煉的人數達到7億人;2020年,經常參加圖、與鍛煉的人數達到4.35億人;2020年,體育消費總規模達到1.5萬億元;2020年,人均體育場地面積達到1.8平方米;完善健身消費政策,將加快全民健身相關產業與消費發展納入體育產業和其他相關產業政策體系。

        2016年10月國務院發布關于加快發展健身休閑產業的指導意見,完善健身休閑服務體系,推動互聯網+健身休閑。實現健身在線化、產品智能化、數據可視化。

        資本加速進入運動健身APP開發領域,頭部公司已完成B、C輪融資

        中國運動健身APP領域用戶畫像

        運動健身APP活躍用戶持續增長,用戶單日使用黏性提升

        運動健身APP女性用戶略高于男性,85%的用戶為40歲以下

        中國運動健身APP用戶女性用戶比例略高于男性,但是男女比例基本處于平衡狀態,這其中女性用戶在減肥健身類APP中占比更高,而男性用戶在跑步類APP中占比則高于女性,從年齡結構來看,41歲以上用戶占比不到15%,因此40歲以下中青年是運動健身類APP的主要用戶群體,越來越多的年輕人愿意接受運動健身這種健康的生活方式。

        大中城市健身資源豐富,健身類應用使用比例高

        中國運動健身類APP用戶地域分布看,超一線城市和一線城市的用戶占比高達53.37%,三線城市及以下的占比只有不到28%。從運動健身類APP的用戶分布的城市TOP10數據來看,北京、廣州、上海列前三,四到十位也都是較發達的省會級城市,這小大城市無論是健身房還是可供運動健身場館、公園等資源都比較豐富,有利于培養用戶的健身習慣。

        運動健身人群整體消費能力突出,用戶價值凸顯

        中國運動健身類APP用戶的消費層次來看,高消費者和中高消費者在整體用戶中占比超過了40%,低消費者占比不到10%,說明運動健身用戶具有較高的用戶價值,針對該領域用戶的市場開發潛力較高。

        運動健身類用戶消費能力強,在教練培訓等方面具備較好的商業開發價值;運動相關的運動裝備、運動營養補劑、醫療康復保健等是運動健身APP變現的幾個途徑;對用戶健身數據進行分析,指導用戶的健身課程及飲食健康等。

        中國健身運動APP發展趨勢

        1.健身房SaaS系統:提升線下健身房管理能力、數據采集能力等;

        2.健身課程標準化:健身課程通過APP同步到智能健身器材,使用戶在不同的場館使用相同的課程;

        3.健身大數據:用戶健身數據通過智能設備回傳給用戶,指導用戶改善健身方案;

        4.運動消費精準營銷:用戶的運動裝備、營養補劑等銷售通過運動數據分析及用戶消費習慣分析進行APP精準推送,健身房線下配貨。

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