Page 280 - 2023 White Paper on the Business Environment in China
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3 White Paper on the Business Environment in China
Cloud Fitting Livestreaming Become a Long-Term Trend in China
after Making Millions Stranded at Home Sweat?”).
Since the pandemic, Chinese citizens have
begun exercising along with online influencers who Emergent media have shown that online
are hosting daily exercises that have eventually platforms offer enthusiasts more choices for
become a routine. The new trend has driven people sports events. Fitness enthusiasts in China are
to exercise while they have little else to do, but in experiencing a change in sports habits thanks to
the long term, it is relatively difficult to form a new the fast development of online platforms and the
sector within live broadcasting, Wang Peng, an use of smart technologies. These enthusiasts now
assistant professor at the Gaoling School of Artificial wear smart gadgets to track body reactions during
Intelligence at the Renmin University of China, told workouts. They make personalized fitness plans on
the Global Times. "As time goes on, for example, smart apps, and familiarize themselves with smart
if the epidemic is brought under control and life fitness equipment. A newly opened smart running
returns to normal, the enthusiasm for fitness may track at Beijing's Olympic Forest Park, a favorite
decrease," said Wang. According to Wang, online destination for local running enthusiasts, is a good
influencers have seized the moment, but whether example of how smart technologies are upgrading
this fame can endure is another question. "There the public's sports experience. According to the
is now more need to do fitness training - for health 2022 National Fitness Trend Report published by
and also for entertainment, especially when people the General Administration of Sport of China, or
are stranded at home due to the epidemic," said GASC, taking physical exercise with the assistance
Wang. Many online platforms have tried to expand of smart equipment and portable physical data
fitness content in recent years, which shows the trackers has become a new fitness trend in China.
value of fitness is being recognized. China has a Some 35% of interviewees for the report believe
huge fitness market. By 2021, the country was that digital rewards such as online rankings or
home to 300 million fitness enthusiasts, ranking medals provided by smart equipment are more
first in the world, according to a report by China encouraging than constant reminders from sports
Insights Consultancy. However, the average annual clubs about the need to continue exercising. Many
expenditure of fitness enthusiasts in China was of these respondents want to share the digital
only 2,596 RMB (US$393) in 2021, far lower than rewards they earn with others to encourage
US$2,183 in the US. As of December 2021, there them to embrace sports and fitness. Thanks to
were more than 60,000 fitness internet celebrities the fast development of online platforms, fitness
with more than 10,000 followers, according enthusiasts in China now have more choices for
to a report by Douyin, the Chinese version of sports events through joining online competitions,
TikTok. In 2021, the number of fitness videos had which have become a new trend since the
increased by 134% year-on-year, and the number COVID-19 pandemic emerged in early 2020. To
of followers of such content had increased by celebrate the 14th National Fitness Day on Aug 8,
208% from 2020 levels. Whether the new trend has online challenges organized by the GASC were held
true staying power will depend on how the fitness nationwide from late April. More than 100 online
livestreaming sector can be monetized. According sports events were organized during this time,
to experts, the internet celebrity economy relies with support from over 50 platforms. By August
on targeted marketing to a huge fan base, so as 2022, some 12 million people had taken part in
to convert fans into purchasing power. Currently, these events, with 2.7 million participants awarded
the internet celebrity economy mainly has three certificates in recognition of their achievements.
sources of profit which include fans offering cash In addition to everyday fitness enthusiasts, online
donations or "gifts" on livestreaming platforms, challenges have attracted Chinese Olympic and
brand advertising, and selling products through world champions, including short-track speed
e-commerce platforms. In general, e-commerce skating Olympic champion Wu Dajing, Olympic
livestreaming, livestreaming platforms and multi- weightlifting champion Lyu Xiaojun and women's
channel networks have not found a sustainable shot-put star Gong Lijiao. Along with traditional
way to monetize traffic and have not realized long- online challenges such as running, cycling and
term and stable mass production (“Will Fitness rope skipping, other sports, including Frisbee, ice
280
Cloud Fitting Livestreaming Become a Long-Term Trend in China
after Making Millions Stranded at Home Sweat?”).
Since the pandemic, Chinese citizens have
begun exercising along with online influencers who Emergent media have shown that online
are hosting daily exercises that have eventually platforms offer enthusiasts more choices for
become a routine. The new trend has driven people sports events. Fitness enthusiasts in China are
to exercise while they have little else to do, but in experiencing a change in sports habits thanks to
the long term, it is relatively difficult to form a new the fast development of online platforms and the
sector within live broadcasting, Wang Peng, an use of smart technologies. These enthusiasts now
assistant professor at the Gaoling School of Artificial wear smart gadgets to track body reactions during
Intelligence at the Renmin University of China, told workouts. They make personalized fitness plans on
the Global Times. "As time goes on, for example, smart apps, and familiarize themselves with smart
if the epidemic is brought under control and life fitness equipment. A newly opened smart running
returns to normal, the enthusiasm for fitness may track at Beijing's Olympic Forest Park, a favorite
decrease," said Wang. According to Wang, online destination for local running enthusiasts, is a good
influencers have seized the moment, but whether example of how smart technologies are upgrading
this fame can endure is another question. "There the public's sports experience. According to the
is now more need to do fitness training - for health 2022 National Fitness Trend Report published by
and also for entertainment, especially when people the General Administration of Sport of China, or
are stranded at home due to the epidemic," said GASC, taking physical exercise with the assistance
Wang. Many online platforms have tried to expand of smart equipment and portable physical data
fitness content in recent years, which shows the trackers has become a new fitness trend in China.
value of fitness is being recognized. China has a Some 35% of interviewees for the report believe
huge fitness market. By 2021, the country was that digital rewards such as online rankings or
home to 300 million fitness enthusiasts, ranking medals provided by smart equipment are more
first in the world, according to a report by China encouraging than constant reminders from sports
Insights Consultancy. However, the average annual clubs about the need to continue exercising. Many
expenditure of fitness enthusiasts in China was of these respondents want to share the digital
only 2,596 RMB (US$393) in 2021, far lower than rewards they earn with others to encourage
US$2,183 in the US. As of December 2021, there them to embrace sports and fitness. Thanks to
were more than 60,000 fitness internet celebrities the fast development of online platforms, fitness
with more than 10,000 followers, according enthusiasts in China now have more choices for
to a report by Douyin, the Chinese version of sports events through joining online competitions,
TikTok. In 2021, the number of fitness videos had which have become a new trend since the
increased by 134% year-on-year, and the number COVID-19 pandemic emerged in early 2020. To
of followers of such content had increased by celebrate the 14th National Fitness Day on Aug 8,
208% from 2020 levels. Whether the new trend has online challenges organized by the GASC were held
true staying power will depend on how the fitness nationwide from late April. More than 100 online
livestreaming sector can be monetized. According sports events were organized during this time,
to experts, the internet celebrity economy relies with support from over 50 platforms. By August
on targeted marketing to a huge fan base, so as 2022, some 12 million people had taken part in
to convert fans into purchasing power. Currently, these events, with 2.7 million participants awarded
the internet celebrity economy mainly has three certificates in recognition of their achievements.
sources of profit which include fans offering cash In addition to everyday fitness enthusiasts, online
donations or "gifts" on livestreaming platforms, challenges have attracted Chinese Olympic and
brand advertising, and selling products through world champions, including short-track speed
e-commerce platforms. In general, e-commerce skating Olympic champion Wu Dajing, Olympic
livestreaming, livestreaming platforms and multi- weightlifting champion Lyu Xiaojun and women's
channel networks have not found a sustainable shot-put star Gong Lijiao. Along with traditional
way to monetize traffic and have not realized long- online challenges such as running, cycling and
term and stable mass production (“Will Fitness rope skipping, other sports, including Frisbee, ice
280
