Shulou(Shulou.com)11/24 Report--

After a brief period of growth, today's home treadmill market, such as Inpax, Qiaoshan, Shuhua and other head brands, has seen a double decline in revenue profits. That once fitness artifact, has long been reduced to everyone's "living room hanger."

Once upon a time, for the purpose of fitness or weight loss, you bought a treadmill with a lot of blood, but after two months of use, you gradually abandoned it in the corner, let dust cover the accumulation of materials, and finally the treadmill was full of clothes...

Among the eight electronic products, including handheld games, VR helmets, treadmills, etc., the treadmill ranked first in the user vote for gray products recently launched by Sina Technology. On the major network platforms, in all kinds of inventory of ash eating products, treadmills have repeatedly topped the list.

Under the epidemic situation,"home marathon" has become a new trend with the improvement of consumer health awareness and limited exercise outside. However, according to the financial report of fitness enterprises such as Inpais and Shuhua Sports, in the past six months, the company's profits and net profits have also begun to decline. Among them, including treadmill and other home fitness equipment sales decline, become the main reason mentioned.

Why can't the treadmill, which frequently tops the list, get rid of the fate of eating ash? And behind the decline in sales, how should treadmill companies seek breakthroughs?

"The most expensive clothes-hanging artifact" In August 2020, Zhou Rui bought a home treadmill online for the purpose of fitness and weight loss, intending to run at home to lose weight. However, after only using the treadmill more than 20 times, he was moved to the corner of the room.

Zhou Rui thinks, Treadmill is not suitable for home there are two main disadvantages: The first is noise, Often will affect roommates and neighbors rest; The second is running dust, Often let him feel uncomfortable. In his opinion, running should still go to a gym or outdoor with more space, at least the air is smooth, and you don't have to worry about disturbing others.

Today, this treadmill has become a "clothes rack" for hanging socks, and fitness has long been "out of touch."

Li Lin is another home treadmill owner, he bluntly said, nearly 2000 yuan treadmill, second-hand sold for only 200 yuan. And his reason for not running on the treadmill is-"injured knee. "Li Lin's experience is not unique. Many people report that running on a treadmill can easily cause knee injuries.

In response, Cao Guanglei, deputy director of orthopedics administration of Xuanwu Hospital of Capital Medical University, said,"Running on the treadmill actually has potential risks, because the speed of the treadmill is basically set at a fixed speed. After running to a certain extent, the footsteps become heavy. At this time, the body will naturally slow down. However, if the treadmill is set at a continuous speed, it will be difficult for the body to adapt. Once the footsteps become heavy, the muscle control will decrease. It may cause the muscles to fail to stabilize the joints and cause joint damage. "

In addition, because the treadmill speed control is passively transmitted to the human body by the machine conveyor belt, the running speed and posture are not easy to control, and if the running posture and stride on the treadmill are not correct, this will also amplify the impact force on the bones and joints when landing.

"Running on a treadmill is not recommended for patients who have knee problems. If you need to exercise on the treadmill, it is recommended to warm up at the beginning, first walk at a certain low speed, let the body gradually warm up, muscles can adapt, and then gradually increase the speed at a speed that you can adapt to. Once you feel that your legs are tired, you should slow down the speed. "Cao Guanglei suggested.

Peloton encountered "death crisis," Yijian marketing was scolded online, a large number of negative voices are also reflecting consumers 'attitude towards treadmills.

In May last year, Peloton, a smart fitness brand known as "Netflix in the fitness world," suffered fractures and cuts to more than 70 users after its Tread treadmill suffered a "treadmill casualty" crisis, including a 6-year-old child who was rolled under the machine during the operation of the Peloton treadmill.

On the domestic side, Yijian treadmill, which has a high sales volume on Taobao Tmall and other platforms and has long been known for its cost performance, is intended to use treadmill running to compare with outdoor running in brand marketing, showing that treadmill running is safer and more labor-saving than outdoor running, but it has attracted netizens to scold.

"Treadmill is still a relatively niche product. In addition to being used in professional training and fitness places, the frequency and probability of use in family scenes are not particularly high. "Liang Zhenpeng, an analyst in the home appliance industry, said. In his view, for most consumers who can't stick to running downstairs, if you want to buy a treadmill, you can lose weight, and those who can stick to it will still be a minority.

Since the outbreak of the new crown, news of gymnasiums running all over the country has frequently jumped into public view. Data show that in 2020, the closure rate of commercial gyms in China reached 14.61%. According to the 2022 China Fitness Industry Report, in 2021, the number of comprehensive gyms decreased by 1454 compared with 2020, with a negative growth rate of 6.2%.

The collapse and disappearance of a large number of gyms has given rise to the idea of exercising at home. For a while, home "marathon," living room running has become a hot spot, which also brings market increment to home treadmill and other fitness equipment. However, after a year of growth in 2020, sales in today's home treadmill market are much lower than before.

According to the announcement of Inpax financial report, due to the impact of the epidemic situation, the geometric growth trend of the company's home fitness equipment in 2020, while in 2021, the company's home fitness equipment market, including treadmills, etc., has experienced saturation step decline. According to the company's newly released earnings data, between January and June 2022, the company's revenue and net profit fell year-on-year. In addition, Qiaoshan, Shuhua and other brands ranked in the top ten brands in the treadmill market, in the company's recent earnings report, also appeared revenue and net profit decline.

Under the epidemic situation, although the concept of home fitness has begun to be deeply rooted in people's hearts, but the market of home treadmills has not ushered in a big outbreak, and enterprises in this industry have not enjoyed the dividends of home "marathon."

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