台资企业疫情期间成功转型：从商用健身器材到家用市场的战略突围

台资企业疫情期间成功转型：从商用健身器材到家用市场的战略突围

How Taiwanese Companies Successfully Pivoted During the Pandemic: Strategic Shift from Commercial to Home Fitness Equipment

疫情下的危机与转机

Crisis and Opportunity During the Pandemic

在嘉定工业园的生产车间内，工人们正在忙碌地组装家用跑步机，这是台资企业乔山健身器材（上海）有限公司近期的"爆款"产品。疫情期间，健身房和体育器材门店纷纷关闭，公司总经理李永楷通过重视线上销售和推动企业转型，成功化危为机。

At the production workshop in Jiading Industrial Park, workers are busily assembling home treadmills - the current best-selling product of Johnson Health Tech (Shanghai) Co., Ltd. During the pandemic when gyms and sports equipment stores were closed, General Manager Li Yongkai successfully transformed crisis into opportunity by emphasizing online sales and promoting business transformation.

疫情初期的挑战

Early Challenges During the Pandemic

作为全球知名的健身器材制造商，乔山公司主要经营外贸业务，是众多商业健身俱乐部的指定供应商。疫情初期，公司面临复工复产延迟、工人短缺等问题，海外商用类高端产品业绩下滑约40%。

As a globally renowned fitness equipment manufacturer focusing on foreign trade, Johnson Health Tech is a designated supplier for many commercial gym chains. In the early stages of the pandemic, the company faced challenges including delayed resumption of work, labor shortages, and a 40% decline in sales of high-end commercial equipment.

战略转型：从商用转向家用

Strategic Pivot: From Commercial to Home Use

随着"云运动"成为趋势，乔山公司2月下旬将生产主力从商用器材调整为家用器材。调整后，商用器材产能从80%降至20%，而家用器材海外订单3月份同比增长100%，欧美地区单日销售额达到去年黑色星期五的四倍。

With the rise of "cloud fitness" trends, Johnson shifted its production focus from commercial to home equipment in late February. After the adjustment, commercial equipment production dropped from 80% to 20%, while overseas orders for home equipment increased by 100% year-on-year in March, with single-day sales in Europe and America reaching four times that of last year's Black Friday.

线上线下联动发展

Integrated Online-Offline Strategy

公司加强了电商平台布局，在亚马逊、天猫、京东等平台开展销售，并通过直播营销提升品牌曝光。两款家用跑步机登上亚马逊跑步机排行榜第一名，销量增长近4倍。

The company strengthened its presence on e-commerce platforms including Amazon, Tmall, and JD.com, while boosting brand exposure through livestream marketing. Two home treadmill models topped Amazon's bestseller list with sales increasing nearly fourfold.

未来发展方向：智能健身解决方案

Future Direction: Smart Fitness Solutions

乔山公司正在开发智能镜子和多功能APP，提供虚拟教练指导和社交功能，解决"云运动"的监督难题。这些创新产品将增强用户互动体验，提升运动效果。

Johnson is developing smart mirrors and a multifunctional app featuring virtual coaching and social functions to address the supervision challenges of "cloud fitness." These innovative products will enhance user interaction and improve workout effectiveness.