Is the fitness "magic mirror" true or false demand?
I bought a fitness card and didn’t have time to go. In summer, the gym smells bad and I am not in good shape. I am embarrassed to go to the gym... Faced with a fitness mirror that can monitor your exercise, are you willing to pay thousands of dollars? Since the beginning of this year, in response to the many pain points of people with fitness needs, after overseas Mirror and domestic FITURE, sports and fitness platforms such as Leke and Gudong have successively launched smart fitness mirrors. Can a mirror that sells for thousands of yuan really become a "magic mirror" that allows consumers and capital to buy it, and the blue ocean of the Nuggets smart fitness market?
"Hundred Mirrors War" is about to emerge
"How many people don’t want to go to the gym because of low self-esteem? Now the gym has become a place for people with a good body to show off their body. When you have a big belly and dare not go for fitness, let alone ask for personal training, FITURE fitness mirror can let you There is a coach at home to teach.” A few days ago, a smart fitness mirror with a price of over 3,000 yuan appeared in the live broadcast room of "One Sister" Wei Ya.
When turned off, it is no different from an ordinary full-length mirror. After powering on, a virtual coach will appear on the mirror. When you follow a virtual coach for fitness, dancing, or running, you can not only synchronize and compare your actions with the coach’s images in the mirror, but the system’s built-in AI camera can also capture the user’s actions and intelligently correct it. It can be called an AI The fitness coach invited back home.
Before the fitness mirror appeared in the Weiya live studio, FITURE, the company behind the "magic mirror", has been taken by capital. This startup company, established in 2019, has received three consecutive rounds of financing from September 2020 to April 2021, with a cumulative financing amount of nearly US$400 million.
In the post-epidemic era, the home fitness scene has gradually become the mainstream. Traditional gyms have explored the path of online innovation, opening a new stage of online and offline fitness. In 2020, FITURE took the lead in launching an AI human-computer interaction experience course and a 7,800 yuan smart fitness mirror in the domestic market. However, due to high prices and limitations of course content, many ordinary consumers still hold a wait-and-see attitude. Since then, Internet fitness platforms such as Gudong and Leke have also released smart fitness mirrors. At present, there are more than ten brands of fitness mirrors such as J&J Mirror, Maizu, gymgest, Yijian, Xiaoqiao Sports, Youmei, etc., and a "Hundred Mirrors War" is about to emerge.
Fitness mirrors are still hardly needed
According to the "2021 Mass Fitness Behavior and Consumption Research Report" jointly compiled by the China Sporting Goods Industry Federation and the data analysis company Nielsen IQ, the average annual total consumption of mass fitness in China is 5670 yuan, a year-on-year increase of 35%; the average female The total consumption is as high as 6,362 yuan, an increase of nearly 50%. The emerging field of smart fitness has also become a new industry outlet, and is considered by the industry as a platinum track worth hundreds of billions of dollars.
However, does the smart fitness mirror really become the "magic mirror" that not only saves consumers the time to go to the gym, but also allows the fitness community to exercise freely, as the manufacturers have advertised and expected?
After purchasing the fitness mirror and using it for two weeks, fitness expert Mark vomited. When he did some actions that could not be seen on the screen, the fitness mirror still only displayed words like "Extend left arm straight up" on the screen. Prompt, not voice notification. In addition, the exercise evaluation conclusions and suggestions given by the system are too stylized. "The evaluation conclusions for each category such as endurance, core muscle strength, and lower limb flexibility are almost the same, and there is no personalized evaluation based on me. "
When the activity price was 6,800 yuan, I started the fitness mirror. With the annual membership fee of more than 1,000 yuan, Ms. Lin spent a total of 7,980 yuan, which can only be used by her alone. If she wants the whole family to share multiple accounts, she needs to spend an extra membership fee.
"You buy a full-length mirror, buy a mobile phone holder, hold your hand in front of the mirror, and open the fitness app, and you will get a simple version of the fitness mirror?" A senior practitioner of a technology company believes that from the current implementation of the functions , The fitness mirror is quite "chicken rib".
On second-hand trading platforms such as Xianyu, some smart fitness mirrors that are not used frequently have been sold as idle items.
Low pricing to earn "motivated" money
The smart fitness mirror has been pulled down from the "sacred altar" under the market evaluation of a complete sports experience and limited cost performance.
Take the FITURE Magic Mirror Exclusive Edition, which is officially priced at 7800 yuan, as an example. As of press time, despite a "618" promotion, its sales in the official flagship store on Tmall showed that it was "200+" monthly. In contrast, its flagship version of Magic Mirror, which was recently launched and made its debut in the Wei Ya live broadcast room, is priced at 4699 yuan, the current active price is 3999 yuan, and the monthly sales volume is more than 1,000.
"Users will not only pay for a mirror, only a good experience can impress consumers. The rise of the entire market requires manufacturers to provide complete solutions to promote healthy competition in the industry", FITURE co-founder and president Zhang Yuansheng accepts Frankly speaking during the interview.
Leke Sports recently launched LITTA MIRROR, the lowest-priced smart fitness mirror on the market, with a price of 2,499 yuan and an activity price of 1,999 yuan. Han Wei, founder and CEO of Leke Sports, said that he hopes to make the price of smart fitness mirrors extremely cost-effective and earn money for "users moving". "If you understand it as the logic of selling hardware equipment, then fitness mirrors should have higher profits, but if you understand fitness mirrors as part of home fitness services, or even just a part of one of the solutions, then it It may be another logic, that is, not relying on hardware to make money, but relying on providing content and services to make money." Han Wei said. Reporter Sun Qiru
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