2024年中国健身行业经营白皮书

Industry Investment Rating - The report does not explicitly provide an overall investment rating for the fitness industry [1][2] Core Views - The Chinese fitness industry is driven by both demand-side factors (health awareness and lifestyle changes) and supply-side factors (digitalization and technological advancements) [4][7] - The industry faces challenges such as declining consumer confidence, high operational costs, and the need for regulatory improvements [23][33][46] - Digital transformation is seen as a key solution to improve operational efficiency, enhance consumer experience, and stabilize cash flow [55][72] Industry Development Drivers Demand-Side - Rising health awareness and lifestyle changes are driving the growth of the fitness population, with health literacy increasing from 14.3% in 2017 to 32.2% in 2023 [4][5] - 84.4% of the population faces health issues, further boosting the demand for fitness services [4] Supply-Side - Digital technologies like SaaS, IoT, big data, and AI are transforming gym operations, enabling personalized services and efficient management [7][8] - Smart fitness equipment and wearable devices are enhancing user experience by providing real-time data and customized training plans [7][8] Policy-Side - Government policies are improving the regulation of prepayment management and coach certification, aiming to standardize the industry and protect consumer rights [12][13][14] - Policies such as the "7-day cooling-off period" for gym memberships are being implemented to reduce consumer disputes [13] Capital-Side - Gyms with digital transformation and innovative business models are attracting more capital, with several brands securing significant funding rounds [18][19] - Investors are particularly interested in gyms that adopt pay-per-use and smart gym models [18] Industry Development Overview Market Size - The Chinese gym market reached 67.5 billion yuan in 2023, with short-term fluctuations but long-term growth potential [23] - The market experienced a slowdown in 2022-2023 due to pandemic-related disruptions and consumer caution [23] Gym Numbers - The number of gyms in China has been declining, with a total of 118,000 gyms in 2023, down 9.9% from the previous year [28] - The top 10 provinces account for 63.2% of the total gyms, with only Zhejiang province showing positive growth [28] Consumer Confidence - Consumer confidence has been negatively impacted by gym closures and poor handling of refunds, leading to a decline in gym memberships [30][46] - Only 8.5% of consumers received full or partial refunds after gym closures, further eroding trust [46] Gym Operations and Consumer Behavior Revenue Trends - Gym revenues have been declining, with average monthly revenue per gym dropping to 402,000 yuan in 2023, the lowest in history [33] - Private training sessions remain the primary revenue source, accounting for over 60% of total revenue for both gyms and studios [33] Customer Acquisition - Online platforms like WeChat Mini Programs and Dianping are key channels for customer acquisition, but rising costs and fragmented user attention are making it harder to attract customers [36][37] - Offline acquisition methods, such as direct sales, are inefficient and costly, further straining gym profitability [38] Operational Challenges - High operational costs, including rent, labor, and equipment maintenance, are major challenges for gyms [40] - Traditional prepayment models are leading to cash flow risks, as gyms rely heavily on upfront payments to cover ongoing expenses [40] Business Opportunities Digital Transformation - Digital technologies are optimizing gym operations, improving management efficiency, and enhancing consumer experience [55][72] - Platforms like SaaS and AI-driven analytics are helping gyms reduce costs and offer more personalized services [55][72] Flexible Payment Models - Consumers are increasingly favoring monthly payment models over traditional annual memberships, as they reduce financial risk and improve flexibility [57][58] - The "Anxin Pay" model, which ensures consumer funds are held in escrow until services are used, is gaining traction as a way to build trust and stabilize cash flow [58][59] Case Studies - Several gyms, including Tiesenlin and Will's, have successfully adopted digital payment models, leading to increased customer acquisition and revenue growth [60][63][69] - These gyms have seen significant improvements in customer retention and operational efficiency after transitioning to monthly payment models [60][63][69] Development Recommendations Digitalization - Digital technologies are essential for improving marketing efficiency, operational management, and business model innovation [72][73] - Gyms should leverage digital tools to enhance transparency, streamline processes, and offer more flexible payment options [72][73] Service-Oriented Approach - The industry must shift from a sales-driven model to a service-oriented one, focusing on delivering high-quality fitness experiences to rebuild consumer trust [76] - Digitalization can help gyms better understand and meet consumer needs, driving long-term growth and sustainability [76]