然而，那波流量更像一次"泄洪"而非"蓄水"：疫情一结束，用户迅速回到线下和泛内容平台，月活随即 在2023年跌回2976万，2025上半年只剩2249万，较峰值蒸发近四成。 （文/观察者网刘媛媛 编辑/周远方） 今年2月，Keep创始人王宁在成立十周年的内部信中写下"All in AI、硬件生态、运动多场景、全球 化"四大方向，试图为持续亏损的Keep重新描摹未来。 半年过去，8月25日公布的2025年中期财报显示，公司录得"经调整净利润"1035万元，与上年同期亏损 1.61亿元相比，扭亏为盈。 然而，同一页报表下方的小字提醒，若按国际会计准则，期内仍有3543万元亏损——盈利主要来自砍掉 低毛利SKU、压缩销售费用，以及剔除期权费用后的"口径魔法"。 换句话说，故事没变，只是现金流稍稍改善。 半年前，压在Keep身上的用户、收入、赛道三座大山，没有因为一句All in AI的咒语而被挪开半步。 10年APP第一，留不住的"疫情红利" 疫情三年，Keep曾短暂拥有过一座"金矿"。 2020年的初宅家令，触发线上健身热潮，Keep月活从2973万一路飙升至2022年的3639万，跑步机、动 感单车卖到断货，硬 ...

Market Overview - The global fitness equipment market is projected to reach USD 17.92 billion in 2024 and USD 30.61 billion by 2034, with a compound annual growth rate (CAGR) of 5.5% during the forecast period [8][9]. - The market includes various equipment types such as treadmills, ellipticals, rowing machines, and strength training devices, driven by rising health awareness and increasing obesity rates [8][5]. - The prevalence of chronic diseases due to lifestyle changes and unhealthy eating habits is boosting the demand for fitness equipment and global fitness centers [8][5]. Regional Analysis - North America holds the largest market share at 33%, while the Asia-Pacific region is expected to grow the fastest, driven by rising health consciousness and disposable income [16][17]. - The demand for fitness equipment in countries like China and India is increasing significantly due to a growing young population and the adoption of Western culture [16][17]. E-commerce Growth - The e-commerce segment of the fitness equipment market is expected to reach USD 14.076 billion by 2029, showing significant growth from 2024 to 2029 [13][14]. - Although traditional offline sales remain the primary channel, online retail is gradually increasing its market share, especially during the pandemic [13][14]. Home Fitness Equipment Market - The global home fitness equipment market is estimated at USD 11.6 billion in 2023, projected to grow to USD 18.94 billion by 2032, reflecting a CAGR of 5.8% [18][19]. - Despite a decline in demand post-pandemic, the market remains at a high level, with significant consumer interest in home fitness solutions [19][18]. Consumer Insights - The age group of 18-34 years shows the highest exercise frequency, while the 35-54 age group exhibits a strong intent to purchase fitness equipment [21][22]. - Males have a slightly higher purchasing intent for fitness equipment compared to females, with a growing interest among women in products that enhance flexibility and balance [23][22]. Market Trends - Key trends include innovation in smart products, brand upgrades, exploration of emerging markets, and product differentiation [5]. - Notable brand examples include Peloton, which leads with a hardware-software-community model, and UREVO, which successfully expanded internationally through multi-platform sales and localization strategies [5].

Core Viewpoint - Keep is adjusting its offline business strategy by moving away from the Keepland gym model and focusing on retail and event ecosystems to better align with market demands and its strengths [3][7]. Group 1: Offline Business Adjustments - The Keepland gym model has effectively ended, with no plans for further expansion, as the company shifts focus to offline retail and event organization [3][7]. - Keep's first offline self-operated product store opened in Shanghai, strategically located near high-end sports brands, aiming to attract affluent consumers and sports enthusiasts [3][4]. - The store emphasizes product experience, with a layout that prioritizes retail and experiential areas in a 172 square meter space [4][5]. Group 2: Product Offerings - The store features a comprehensive range of sports equipment, apparel, smart wearables, and fitness foods, catering to home fitness and outdoor training needs [4]. - Keep's offline strategy includes promoting smart sports watches and the KS smart fitness machine, linking hardware with its membership system to enhance user conversion [6]. Group 3: Financial Performance and Market Position - Keepland's average monthly revenue per store failed to exceed 150,000 yuan, while competitors achieved higher revenues, leading to a strategic retreat [7]. - Keep's self-branded sports products were initially seen as a growth opportunity, but the market potential has not met expectations, prompting a shift in focus towards event organization [8]. Group 4: Event Organization and Revenue Sources - Keep is increasingly viewing offline events as a new growth engine, with a shift in resources towards this area as virtual sports event growth slows [8][9]. - The company has organized nearly 100 paid virtual sports events in 2023, with participation fees ranging from 20 to 179 yuan, and has begun to integrate offline events into its strategy [8][9]. Group 5: Technological Integration - Keep's "All in AI" initiative aims to enhance user experience through AI-generated training plans and personalized recommendations, which has positively impacted its market perception [10]. - The offline stores serve as product showcases and user experience hubs, while the event business activates users and expands brand reach, supported by AI technology and membership systems [10][11].

Core Insights - Keep is adjusting its offline business strategy by moving away from the "Keepland" gym model and focusing on self-operated retail stores and event ecosystems to better align with market demands and its strengths [1][8][12] Group 1: Offline Business Strategy - The "Keepland" gym model is nearing its end, with Keep shifting focus to offline retail and event scenarios [1] - Keep's first self-operated retail store opened in Shanghai, strategically located near high-end sports brands, aiming to attract affluent consumers and sports enthusiasts [1][2] - The new store emphasizes product experience, with a layout that prioritizes retail and experiential areas [2][5] Group 2: Product Offering and Experience - The store covers a wide range of sports equipment and apparel, catering to home fitness and outdoor training needs [2] - A dedicated experience area allows customers to test products like smart sports watches and fitness machines, showcasing the advantages of offline shopping [5] Group 3: Transition from Keepland - Keepland's closure is attributed to high rental costs, rising customer acquisition costs, and challenges in user retention, leading to a loss of competitive edge [8][9] - The average monthly revenue for Keepland stores was around 150,000 yuan, significantly lower than competitors [9] Group 4: Shift to Events and AI Integration - Keep is pivoting towards organizing offline events as a new growth engine, moving resources from consumer products to event organization [10][11] - The company has launched numerous paid virtual sports events, with a focus on offline events in 2023, integrating technology to enhance user experience [10][11] - Keep's "All in AI" initiative aims to leverage AI for personalized training and product recommendations, enhancing user engagement and operational efficiency [11][12] Group 5: Future Outlook - The offline self-operated stores are positioned as product showcases and user experience hubs, while event business drives user activation and brand expansion [12] - Keep is redefining its offline role, aiming to connect users and validate technology, with future success dependent on user and market response [12]

Core Viewpoint - The article highlights the enforcement of the Central Eight Regulations in Hainan Province, detailing six typical cases of violations by local officials, emphasizing the need for strict adherence to anti-corruption measures and the importance of maintaining political integrity [12]. Summary by Sections - **Case of Lin Jinmei**: Former Deputy County Head of Baisha County, Lin Jinmei, received high-end liquor from contractors multiple times between 2020 and 2024, leading to her expulsion from the party and public office in February 2025, with criminal charges filed [2][3]. - **Case of Fu Yong**: Former District Party Secretary of Haikou, Fu Yong, accepted luxury gifts and private dinners from business owners from 2018 to 2025, resulting in his expulsion from the party and public office in June 2025, with criminal charges filed [4][5]. - **Case of Huang Jundong**: Former Vice Chairman of Qiongzhong County Political Consultative Conference, Huang Jundong, received high-end gifts and hosted dinners funded by contractors from 2013 to 2021, leading to his expulsion from the party and public office in May 2025, with criminal charges filed [6][8]. - **Case of Lu Gang**: Former Senior Researcher at the Hainan Provincial Department of Education, Lu Gang, received various gifts and hosted dinners funded by contractors from 2020 to 2024, resulting in his expulsion from the party and public office in April 2025, with criminal charges filed [7][8]. - **Case of Li Xue**: Former Director of Hainan Hongling Irrigation District Management Center, Li Xue, received gifts and hosted dinners funded by contractors from 2009 to 2024, leading to his expulsion from the party and public office in March 2025, with criminal charges filed [9][10]. - **Case of Lin Chiyou**: Former Deputy General Manager of Wuzhishan City Property Service Co., Lin Chiyou, received high-end liquor and hosted dinners from 2021 to 2023, resulting in his expulsion from the party and demotion in April 2025 [11][12]. - **Overall Implications**: The article stresses that these cases reflect a lack of political awareness and legal consciousness among some officials, highlighting the need for continuous education on the Central Eight Regulations and the importance of maintaining integrity to prevent corruption [12].

Core Insights - The "Specialized, Refined, Characteristic, and Innovative" enterprises in Beijing are experiencing accelerated growth, with the specialized board attracting 668 companies as of June 30, 2023, and 157 new companies joining in the first half of the year [1][4]. Group 1: Specialized Board Development - The specialized board has become a hub for high-tech industries, with nearly 90% of companies in fields such as new generation information technology, artificial intelligence, and biomedicine [4]. - The number of "Specialized, Refined, Characteristic, and Innovative" small giant enterprises has surpassed 100, indicating an increase in the board's value [4]. Group 2: Company Growth and Performance - Yunsheng Intelligent, a key player in the drone inspection sector, reported explosive growth, with first-quarter revenue exceeding the total revenue of the previous year [3]. - Jin Smith Technology, which specializes in indoor fitness equipment, achieved a revenue of 750 million yuan last year, with 80% of sales coming from overseas markets [9]. Group 3: Financing and Support Mechanisms - The specialized board has facilitated over 15 billion yuan in cumulative financing for its listed companies, with over 3 billion yuan raised in equity financing in the first half of 2023 [11][12]. - Companies listed on the specialized board can receive up to 300,000 yuan in one-time rewards for private equity financing, a pioneering initiative in Beijing [12].

Group 1 - Jiangsu sports goods and equipment exports reached 6.8 billion yuan from January to May, with a year-on-year growth of 7.8% [1] - Nanjing Jinbao Sports Equipment Co., Ltd. reported a 36% increase in football exports during the same period [1] - Nantong Kaixuan Sports Goods Co., Ltd. exports over 9 million yuan worth of sports products to 18 countries and regions [1] Group 2 - Zhenjiang Hangyan Sports Goods Co., Ltd. has seen significant growth in badminton and lightweight sports equipment exports, with orders extending to July [2] - Nantong Ironman Sports Goods Co., Ltd. focuses on "Internet + Sports" and has developed nearly 900 patents for its products [2] - Jiangsu Jinling Sports Equipment Co., Ltd. has a global customer network covering over 80 countries and regions, actively participating in major international events [3]

Business Strategy - The company will focus on deepening and upgrading existing product categories while cautiously expanding into new ones, particularly in women's and sportswear, which have shown strong growth recently [2][3] - The company plans to continue regional expansion and diversify channels, leveraging successful experiences from the North American market to enhance operations in Europe, which saw a doubling of clothing business in 2024 [4][3] Channel and Market Development - The company aims to strengthen its presence on Amazon while exploring emerging channels like Temu and TikTok, with plans to expand offline channels in 2025 [4][5] - The company has established a robust overseas supply chain in Southeast Asia, with a factory in Vietnam operational since late 2024, to mitigate risks from tariff increases [5][6] Response to Tariff Increases - The company has implemented a tiered pricing strategy to adjust prices based on market competition and product category dynamics, ensuring a balance between brand value and market competitiveness [5][6] - It is actively exploring new markets with lower tariff risks to diversify regional policy risks [6] Logistics Business Growth - The logistics business has developed a mature service system, with new overseas warehouses increasing total area to over 180,000 square meters, significantly improving delivery efficiency [7] - In 2025, the company will continue to enhance smart warehousing and seek strategic partnerships with major industry clients to create a differentiated competitive advantage [7] Marketing Strategy - The marketing strategy for 2025 will focus on optimizing promotional efforts based on data analysis and market insights, aiming for higher efficiency and return on investment [8] Non-Apparel Business Improvement - The company will control the scale of non-apparel business investments while optimizing processes to improve profitability, focusing on core apparel categories for comprehensive expansion [9]

Core Viewpoint - The Chinese sports goods industry is experiencing significant growth driven by advancements in technology, sustainability, and globalization, with a total output surpassing 2 trillion yuan in 2023 [1][6]. Industry Growth and Trends - The sports goods manufacturing sector is closely linked to both public welfare and economic development, with a steady increase in production and sales due to the booming sports consumption market [1]. - The industry is transitioning from traditional manufacturing to "smart manufacturing," emphasizing quality and innovation in response to changing consumer demands [3]. Technological Advancements - Companies like Qingdao Impulse Health Technology Co., Ltd. are leveraging AI and big data to create personalized fitness solutions, enhancing user experience and training effectiveness [2]. - The adoption of smart training systems, such as those developed by Sanbaisuo, is increasing, providing real-time feedback and personalized training plans for athletes [3]. Sustainability Initiatives - The industry is moving towards greener practices, with new materials and technologies being developed to meet environmental standards, such as the water-based acrylic materials used in sports flooring [4]. - Energy-efficient designs, like the inflatable sports venues showcased by Yodun, demonstrate significant reductions in energy consumption compared to traditional structures [5]. Global Market Dynamics - China's sports goods exports reached $28.396 billion in 2024, showing resilience despite external pressures, with a 4.04% year-on-year increase in the first quarter [6]. - Companies are shifting from an OEM model to building their own brands, enhancing their competitiveness in international markets [6][7]. - The focus on diversifying market presence is evident, with companies like Taishan Sports expanding into Europe, Southeast Asia, and South America to reduce reliance on traditional markets [7]. Strategic Recommendations - Industry leaders advocate for a strategic shift from "OEM export" to "brand export" to improve the quality of sports goods and adapt to changing global trade environments [8].

近日，2025中国国际体育用品博览会（以下简称"中国体博会"）在江西南昌举行。京东运动携专项扶持 计划亮相展会，为新商提供入驻优惠、流量扶持等激励政策，助力中小品牌业务成长与市场拓展；会 上，京东运动通过采销直播间走访活动现场，沉浸式展示新品，消费者可足不出户云逛展，有效提升用 户的购物体验。 展会期间，京东运动充分发挥在用户洞察和行业理解的优势，在2025"星级标准·电商智选"家用跑步机 评选活动中，优选出行业近一年来质量优、功能提升大、受消费者欢迎的产品。该评选活动不仅为消费 者提供了购物参考，也为行业树立了新的品质标杆。 一直以来，京东致力于成为专业的体育健身装备的购物平台，满足广大消费者多元化的体育消费需求， 并通过完善行业产品标准等举措推动行业高质量发展。未来，京东运动将持续构建链接消费市场与产业 供给端的信任纽带，为消费者、品牌商和行业创造更大价值。 本届体博会开设涵盖10大品类38个产品（服务）专区，吸引了1800余家企业参展。为助力中小品牌快速 成长，京东运动面向参展企业提供2025年度新商激励政策扶持，包括新商家0门槛入驻、最低0扣点、返 佣至高达100%等优惠措施，以及精准流量扶持等全方位 ...