It's all in time, remember to love yourself. ”
Escaped the small shock brought by those "J people" on social platforms in terms of year-round planning and time management? After watching "Hot and Hot", I was caught off guard in the face of the visual impact of Jia Ling standing on the stage after losing 100 pounds.
The front foot was in tears in the movie theater for Le Ying to practice boxing and counterattack to become a boxing girlfriend kicking a scumbag, and the back foot walked out of the movie theater, tearfully took out his mobile phone, and the first thing he said was: "Hey Siri, help me find a boxing gym nearby." ”
The hot gym is crowded with exquisite white-collar workers and the new middle class.
The movie aroused everyone's enthusiasm, and in the second half of the holiday, the sales of fitness products on the short **platform **91%. Among them, the sales of kettlebells soared by 1055%, and the sales of boxing sandbags and speed balls increased by more than 75%.
In the movie, Le Ying changed herself through boxing and became the heroine of Shuangwen, with the spiritual core, the power and charm of boxing are also vividly displayed.
In the hot trend, boxing has become not just an ordinary way of sports, but has become a new attitude to life and spiritual belief. According to the index, since the release of the movie on February 10, the average daily search for "boxing" has reached 7.74 million, and the search volume for "boxing gym" has skyrocketed, an increase of 6,237% compared with last year's Spring Festival.
Compared with Le Ying, who gritted her teeth and endured the pain of 2,000 yuan a month to buy a boxing class of 300 yuan, the exquisite white-collar workers and the new middle class are much more comfortable, they are eager to challenge themselves through boxing, release pressure, show a healthy and confident attitude to life, and restart their lives at the beginning of 2024.
Sweat it out in the gym, step out of your comfort zone in a new way, and experience the physical and mental reinvention and growth that boxing brings.
The originally relatively "unpopular" boxing project quickly entered the public eye with this shareholder wind.
Different from running and automobiles, which are almost zero-cost fitness sports, boxing, a sport with economic barriers and niche social attributes, has become a small fire among the new middle class and white-collar workers.
From Keep to Xiaohongshu, the number of check-in and check-in notes has risen rapidly.
According to the data of the Meituan platform, since the launch of the movie, the sales of boxing classes in Tianjin, Beijing, and Shanghai have been compared with the same period last year34% and 14986%。In addition, all kinds of orders related to fitness, including "martial arts fighting", "fitness centers", "sports training", "stadiums", etc., have grown rapidly, and the order volume is **59% and 25556%。
Movie trend marketing, boxing and fitness are booming.
The commercial development brought by the popularity of movies to boxing fitness should not be underestimated, the traditional fitness industry is mainly based on equipment fitness, and boxing, as a relatively interesting and free choice, gives fitness more flexibility. As the perfect combination of speed and strength, a person weighing 70 kg can burn 882 calories in an hour of aerobic boxing, and the effect is outstanding. After the release of "Hot and Hot", in addition to the pursuit of health and self-identity, female power has made the boxing and fitness market more popular.
Many gyms are starting to introduce professionally qualified boxing coaches, as long as they want to box, as long as they get a card, they can have personalized training plans and guidance services at any time, even if the coach was still teaching the bench press next door last month. More and more businesses are joining the craze.
There are gyms that offer boxing classes directly**. There are also some merchants who have given a more "yolo" choice, **Labeled with a "hot and piping" tag, whether it is Muay Thai, personal training or yoga, you can exchange for a course coupon with a movie ticket stub. Movies can be watched only once, but fitness classes must be consistent.
From another point of view, fitness is always associated with women's growth, such as Pamela, yoga, thinning and beauty and other high-frequency words are often associated with gender, so behind the story of the heroine Jia Ling, it is easier to resonate with women's pursuit of healthy growth, and the explosion of boxing as a related sport is also reasonable.
Following the trend of punching in is intensifying, and there is never a shortage of buyers for consumerism
Just like after the live-action version of Barbie was released, Birkenstock shoes once rushed to the hot list, and the peripheral products extended by boxing have slowly become new symbols on the Internet, and some brands have begun to build boxing fitness as an IP.
From boxing gloves to the same shooting location, from fascia knife to boxing-themed photo appointments, a new round of consumerist carnival has begun, only unexpected check-ins, no uncut leeks.
On the other hand, the "heating" of movie traffic on major platforms has also increased the popularity of boxing, for example, before the movie started, Weibo had already released the entry "Jia Ling lost 100 pounds", and the e-commerce platform also followed up with "Jia Ling's same style" and "boxing hot recommendation" With the continuous marketing and sales of the movie "Hot and Hot", the sales are increasing day by day.
According to Tmall's latest report, "fitness" has become a popular search term recently, and the transaction volume of sports and outdoor products has increased significantly year-on-year. Among them, the transaction of fitness shoes and clothing increased by more than 80% year-on-year, and the transaction of boxing equipment increased by more than 40% year-on-year, especially the transaction of fitness equipment such as kettlebell, which increased by 930% year-on-year.
In addition to boxing itself, Jia Ling's movie also drove the associated sports of the entire fitness track, for example, a major Internet company also played a certain amount of cash rewards for insisting on fitness for two months. The same growth curve applies to musical instruments and sports that have also been brought to fire through film and television productions. For example, the TV series "Mr. Good" with a hot disc, "The Richest Man in Xihong City" with a fire of calories ** to a windy place" made camping popular again.
There are inherent risks and limitations to over-reliance on the movie craze, and once the craze subsides, sales of boxing-related products may also decline, and the homogenization between brands for the sake of traffic will become more pronounced. All kinds of punch-ins and imitations, blindly following the trend, will only have the initiative in life while losing the initiative in consumption.
You only live once, so it's okay to be ridiculed, it's okay to want to cry, and it's okay to fail, because yolo – you only live once! Perhaps Jia Ling's interpretation of the translated title of "Hot and Hot" can light up the real core of this movie, boxing is just an option to turn the tables in life. Finding a new opportunity to change yourself will always give you back a sense of control over your life.
Reference: Data**:
Index, fatsecret, Tmall.
Internet.
Reference article: Guangming Network "Movie Fever Drives the Boxing and Fitness Industry to Be "Hot and Hot"".
Beijing** "Hot and Hot" brings fire boxing lessons, and women become the main crowd".