Chao News Client Written by Xiao Chan
In the spring of 2024, actor Jia Ling , who lost 100 pounds, shocked movie fans, ignited topics, and successfully inspired many women's weight loss dreams. The box office of
movie " is hot and hot " has exceeded 3 billion yuan since its release during the Spring Festival. While netizens are discussing the movie, "Jia Ling's" weight loss recipes, strength training courses, etc. continue to arouse heated discussions and attract imitations.
Nowadays, the topic of movies is gradually waning. Have those dreams of losing weight inspired by movies been repelled in the face of reality? Will the “fitness economy” continue to be “hot and hot”? Recently, reporters searched for answers in several gyms.
The Hot and Cold of Boxing
Riding on the popularity of movies, the number of little girls discussing boxing once increased.
Meituan data shows that since the release of "Hot and Spicy", the search volume for keywords related to "boxing" has increased by 388.4% compared with the same period last year, Dianping's search volume has increased by 257.2%, and the number of comments has increased by 337.53% year-on-year. The search volume of keywords such as "adult boxing", "boxing experience class", "boxing monthly card" and "girls boxing" all increased more than 10 times compared with the same period last year. Among the relevant user groups, women account for a higher proportion of 67.1%, men account for 32.9%, and the 20-35 year old group is the main user.
This data has made the boxing industry gear up.
On February 26, the Chinese Boxing Association issued a proposal calling on practitioners from professional teams, sports schools, and boxing clubs to take advantage of the popularity of the movie to promote boxing.
ae Sharpness Comprehensive Training Center has launched the "Jia Ling Same Style" fat-burning Muay Thai fat-reduction package. The set meal was indeed popular, with sales exceeding most other set meals in the same period.
However, the reality is sometimes very skinny - the craze of boxing has not fully blossomed as hoped. Many boxing gyms said that after the beginning of spring, although many people came to consult or take trial classes, they stopped coming after the experience.
Similarly, boxing classes, which have been popular online for a while, also have the embarrassing situation of "many onlookers and few people placing orders".
In the movie "Hot", Zhang Guiling, who finally competed with Jia Ling in the boxing ring, is a boxing champion of the national team. She does live broadcasts on Douyin every day, and the content is popular science about boxing. After "Hot and Hot" was released, her live broadcast room suddenly became lively. She had to repeatedly answer some very basic questions, such as "What is boxing?" "Can you use your feet in boxing?" After answering, she stopped talking. There is a reaction.
Equipment for boxing students in the gym. Photo by Xiao Chan.
Liveliness does not mean love. In this regard, a staff member of Aidoshi Swimming Gym told reporters, "Boxing has a certain threshold, and you generally need to hire a coach." For ordinary people, the threshold for learning boxing is not low - not cheap tuition + boxing gloves, straps, boxing shoes and other equipment that cost thousands of dollars. Unlike gym equipment, boxing requires a more systematic and complete learning process, and therefore requires more time and energy.
At the battle house fighting club, the reporter learned that boxing and kickboxing boutique small-class classes cost 350 yuan per class, while kickboxing boutique private training costs 400 yuan per class. Generally, a class lasts 1-2 hours.
Expensive equipment, high-priced courses and time costs have held back many interested girls.
Thinner vs Stronger
However, outside of boxing, the allure of "losing 100 pounds" has made many gyms' businesses "hot".
"We have not closed our doors during the Chinese New Year this year. We are fully booked on the ninth day of the Lunar New Year, and most of them are women coming to work out." A staff member of Hangzhou Aidoshi Swimming Gym said that many girls came here inspired by the movie "Hot and Spicy" .
’s dream of losing weight and becoming “the same as Jia Ling” stimulates girls to join the “fitness army”. The phrase "you only live once" in the movie has touched the hearts of many girls.
A woman is doing leg training Xiao Chan/photo
Zhang Lan is one of them. Zhang Lan was very emotional when talking about her own weight loss journey. She was always on the fat side in high school and was often ridiculed and ridiculed, causing severe body anxiety.After going to college, she embarked on a weight loss journey. From 2017 to 2023, she continued to run and lift weights. The gradually decreasing number on the scale is a reward for Zhang Lan.
Girls can be too obsessed with the number on the scale, and girls tend to fall into the shackles of pursuing "thinner". Qian Qian was overweight for a while in junior high school and was called "fatty" by the boys in his class. Since then, "fat" has become the word she hates most. In order to draw a clear line between being "fat", she strictly controls her intake of carbohydrates and fats every day, and stays away from high-calorie foods. But after losing weight, she often felt lack of energy and physical strength.
Being thin does not mean being healthy. Girls who devote themselves to fitness know this well, and "becoming stronger" has become their advanced need.
"Most girls initially want to lose weight, but later on they will consciously pursue becoming more beautiful and stronger." A staff member of Aidos Gym said that behind this is the satisfaction of "being noticed" brought by a toned body after exercise. Feeling is also a silent counterattack against those who once laughed at oneself.
From "being noticed" to "looking inward", the girls' journey of becoming "stronger" is gratifying. "I feel that fitness has made me more confident. The same goes for Jia Ling. She no longer needs to go out of her way to please others, she can live her own life." Today, Zhang Lan will fight back against those who maliciously ridicule other people's figures, and so will She feels more comfortable after posting photos of herself exercising and traveling in her circle of friends. According to
data, since the release of "Hot and Spicy", among the user groups related to keyword searches for power projects, women account for a higher proportion, far exceeding men. Wang Jiewei, CEO of Class Pass China, a fitness lifestyle platform, said that an astonishing 70% to 80% of platform users are female.
Indeed, more and more delicate girls are joining the ranks of "becoming stronger": Qian Qian keeps herself in shape and has a healthy body through swimming; Xiao Fan insists on posting on WeChat Moments every day and recording the check-ins on Keep Daily running; Qiqi plays ball every week to adjust her mood and relax her body and mind...Fitness exercises make girls love themselves more unconsciously.
As Jia Ling mentioned in an interview with Xinhua News Agency's "Zhang Yang Dialogue", "Hot and Spicy" is not about weight loss or boxing, but the story of a girl learning to "love herself." Discovering the "self" and falling in love with the "self" is a lifelong task.
From thinner to stronger, girls are changing.
Girls dominate consumption power
Before the movie was released, girls had quietly demonstrated their dominance in the consumer market. The owner of Wuwei Personal Training Fitness Studio told reporters, "We have been open for 8 or 9 years, and we are mainly old customers, mostly women. Their spending power is very stable."
is guided by the China Bodybuilding Association and the Economic Management of Shanghai Institute of Sport The "2022 China Fitness Industry Data Report" jointly produced by the Academy, Three Body Cloud and Weber Shandwick shows that women are the main force in the fitness consumer market. A latest survey results show that as of May 2023, female fitness consumers accounted for 61.93%, and women are more active in fitness consumption.
Fitness consumer portraits in 2022 Source: "2022 China Fitness Industry Data Report"
Girls who masturbate not only win with quantity in the fitness market, but also "surging" with energy in terms of consumption power. The "2021 Public Fitness Behavior and Consumption Research Report" released by the China Sporting Goods Industry Federation shows that the average annual total consumption of public fitness that year was 5,670 yuan, of which the average total consumption of women's sports consumption reached 6,362 yuan. When purchasing fitness cards and Personal training courses and other aspects are significantly higher than men.
On February 29, 2024, the founder of Jinglian Gym Square said at the "2023 China Fitness and Healthy Lifestyle Industry Report" press conference that the fitness industry will have a good start in 2024, and has repeatedly expressed optimism about women's spending power.
National registered dietitian and member of the Chinese Nutrition Society Jinxing said, "Nowadays, there are many women in gym group classes, weightlifting, and yoga. Women are more willing to build themselves than men. Once she decides to start fitness, related clothing and products Will place an order without hesitation."
How strong is the consumption power of women in the field of fitness?
Will Shen, sales director of nutrition business of Fonterra China, believes that the highlight of the sports and health field is the largest number of "light exercise groups". Focusing on the female market, it is expected to leverage A new engine for growth.
Aeke Chief Sports Officer Li Liuxun has set his sights on deeply exploring the needs of female users. They lead the sports science team to design and produce fitness products and equipment that focus on combining female physiological characteristics and gaining favor from women.
And increasing the stickiness of female customers will It is the focus of class pass in China. In order to retain girls, they improve user favorability by providing value-added services such as eyelashes and manicures.
It can be said that the popularity of "Hot and Spicy" is a mirror that reflects Contemporary women's reflection on themselves. The fitness market, where the number of girls exceeds half the sky, is being dominated by them. At the same time, girls who are confident, self-confident, independent of others, and full of power are also reshaping the healthy image of new women.
Girls , it is not a "Hot and Spicy" that can be fully explained.
(Note: At the request of the interviewer, Zhang Lan, Qian Qian, Xiaofan and Qiqi are all pseudonyms in the article)
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