In this Spring Festival, Jia Ling's movie "Hot and Hot" is far ahead at the box office, and the topic is hot. In and out of the play, whether it is Le Ying, who has transformed from a "fat house" to a boxer, or Jia Ling, who has lost 100 pounds in a year, they have aroused people's enthusiasm for sports. Douyin data shows that within half a month of the release of "Hot and Hot" (February 10 to February 24, 2024), the search index of the keyword "**" increased by 161% year-on-year, and "boxing" increased by 299% year-on-year.
Under the national fitness fever, the sports consumption market has grown significantly. Douyin e-commerce data shows that during the above time period, the sales of sports categories increased by 91% month-on-month, of which indoor small and medium-sized equipment was the most popular, kettlebell sales increased by 1055% month-on-month, abdominal wheel abdomen builder increased by 430% month-on-month, tension rope tension device increased by 330% month-on-month, rope skipping increased by 214% month-on-month, and * machine leg trainer increased by 149% month-on-month. In addition, sales of boxing products, which were originally relatively niche, increased significantly, with boxing sandbags up 122% month-on-month, speed balls venting balls up 75% month-on-month, and boxing gloves up 58% month-on-month.
Tension rope Tension device, skipping rope and other products have recently become very popular in Douyin e-commerce.
From the perspective of consumer groups, female consumers account for 541%, women between the ages of 31 and 35 are the group with the strongest purchasing power and pay the highest GMV; From the perspective of geographical distribution, first-tier cities such as Beijing, Chongqing, Shanghai, Chengdu, and Shenzhen have high purchasing enthusiasm, and the number of transaction orders is in the forefront.
In this consumption boom, domestic brands performed well, with sales of Proiron, which mainly sells dumbbells, increased by 539% month-on-month, and Central Europe, which mainly sells yoga and abdominal equipment, increased by 250% month-on-month. Thousands of individuals drove the overall sales of the national sports and outdoor industry belt, of which Guangzhou, Guangdong increased by 135% month-on-month, and Jinhua, Zhejiang increased by 133% month-on-month. The relevant person in charge of Douyin e-commerce said that the platform will continue to help domestic merchants achieve transformation and upgrading through projects such as the "Meet Good Domestic Products Plan" and "Industrial Growth Plan", transform short-term hot spots into long-term growth points of the industry, and open up a broader market.