健身器材出海记：疫情下的"自律"生意与未来机遇
图片来源：图虫创意
疫情下"宅经济"的逆势火爆，让南通健身器材企业在海外足足火了一把。在南通新店镇，拥有着超100家健身器材生产销售企业，疫情爆发以来，搭载跨境电商，当地健身器材产品蜂拥"出海"。
The unexpected boom of "stay-at-home economy" during the pandemic has made Nantong fitness equipment companies extremely popular overseas. In Xindian Town, Nantong, there are more than 100 fitness equipment manufacturers and sellers. Since the outbreak, riding on cross-border e-commerce, local fitness products have flooded into global markets.
"海外暴涨的需求让人措手不及，尤其哑铃等重货产品，供给远远小于激增的市场需求。"南通铁人运动用品有限公司副总经理黄璜告诉雨果跨境。据悉，在这波强需求下，铁人经贸借助传统外贸渠道，及Amazon、eBay等跨境电商平台，出口业务同比增长了60%到100%。截止目前，铁人经贸产品得到全世界80多个国家的体育爱好者和消费者的好评。
"The surge in overseas demand caught us off guard, especially for heavy products like dumbbells where supply fell far short of the skyrocketing market demand," said Huang Huang, deputy general manager of Nantong Tiren Sports Goods Co., Ltd. to Cifnews. It's reported that under this strong demand wave, Tiren achieved 60%-100% year-on-year export growth through both traditional trade channels and cross-border platforms like Amazon and eBay. So far, Tiren's products have been well received by sports enthusiasts and consumers in over 80 countries worldwide.
居家健身成为热门赛道
Home Fitness Becomes Hot Sector
居家健身已然成为近两年的热门赛道之一。雨果跨境观察到，海外疫情爆发及蔓延期间，健身房等场所举步维艰，商用健身器材一度陷入停滞；而由于隔离居家，家用健身器材在经历短暂低迷之后，销量急速恢复并稳步增长。
Home fitness has become one of the hottest sectors in recent two years. Cifnews observed that during the overseas pandemic outbreak and spread, gyms struggled while commercial fitness equipment stagnated. However, due to home quarantine, after a brief downturn, home fitness equipment sales quickly recovered and grew steadily.
业内人士指出，在疫情防控常态化情况下，社会主流运动呈现了新的变化特点，这种转变很可能在未来依然保持。随着技术的进步以及运动人群对于运动新的需求，个性化、智能化也将成为未来新的趋势。
Industry insiders point out that under normalized pandemic prevention, mainstream sports have shown new characteristics, and these changes are likely to persist. With technological advancements and new demands from fitness enthusiasts, personalization and intelligence will become new future trends.
家用健身器材销量猛涨
Surge in Home Fitness Equipment Sales
健身一直是欧美国家尤其美国的硬核需求。据ZION市场预测最新报告显示，2021年全球健身产品的销售额将会达到183亿美元，其中线上销售额占46%。受益于供应链及成本优势，中国已成为全球最大的健身器材出口国。
Fitness has always been a core demand in Europe and America, especially the US. According to the latest ZION market forecast, global fitness product sales will reach $18.3 billion in 2021, with online sales accounting for 46%. Benefiting from supply chain and cost advantages, China has become the world's largest fitness equipment exporter.
南通铁人运动用品有限公司副总经理黄璜对雨果跨境表示，去年的疫情给正常的经营活动造成了不小的冲击，但得益于中国防疫抗疫的得力举措、利好的跨境贸易政策以及完备的供应链，使中国企业率先恢复，在满足国内需求之余，还承担着国外市场的巨大需求。
Huang Huang told Cifnews that last year's pandemic significantly impacted normal operations, but thanks to China's effective pandemic measures, favorable cross-border trade policies, and complete supply chain, Chinese companies recovered first, meeting both domestic demand and huge overseas market needs.
未来趋势：个性化与智能化
Future Trends: Personalization and Intelligence
黄璜指出，随着越来越多人对于健康的追求，对于健身器材的需求在不断增长，消费者也更愿意花高额费用在健身俱乐部上。而越来越多的公共场所如企业办公室、医院和酒店都有配备健身房和运动区，这对于健身器械需求是个很大的补充，因此健身器材需求短期内不大可能出现较大"滑坡"。
Huang pointed out that as more people pursue health, demand for fitness equipment keeps growing, and consumers are more willing to spend heavily on fitness clubs. More public places like offices, hospitals and hotels are equipping gyms and sports areas, greatly supplementing fitness equipment demand, so significant "decline" is unlikely in the short term.
当下，运动用品制造业更需要创新发展，采用新工艺、新材料、新技术，提升传统体育用品的质量水平，提高产品科技含量，推进智能制造、大数据、人工智能等新兴技术在体育制造领域的应用。
Currently, sports goods manufacturing needs more innovative development - adopting new processes, materials and technologies to improve traditional sports goods quality, enhance product technology content, and promote applications of smart manufacturing, big data, AI and other emerging technologies in sports manufacturing.
黄璜表示，内容+智能+硬件将是未来大趋势，尤其在国内，被热捧的智能镜其实是最好的例子。不管是从国内供给侧改革，疫情之后加速行业洗牌，如何在个性化、智能化趋势中把握先机，对于中国健身器材行业将会是个不小的考验。
Huang said content + intelligence + hardware will be the major future trend, with smart mirrors being the best example, especially domestically. Whether from domestic supply-side reforms or post-pandemic industry reshuffling, seizing opportunities in personalization and intelligence trends will be a significant challenge for China's fitness equipment industry.
