新冠肺炎疫情下在线健身的实践逻辑、发展态势与推进策略

“Online Fitness”in Context of COVID-19 Epidemic:Development Trend of Practical Logic and Ideas for Promotion

新冠肺炎对我国健身产业带来了巨大冲击,疫情下人们居家健身需求激增,在线健身由此成为健身新风尚。研究认为,产业逻辑、政策逻辑、技术逻辑与需求逻辑是疫情下在线健身的实践逻辑。疫情下在线健身呈现出在线健身用户持续增多、传统线下健身人群成为在线健身的核心用户、在线健身内容不断丰富与优化、在线健身器材销量大幅增长4大基本特征。后疫情时代在线健身的基本态势表现为在线健身将成为后疫情时代常态化的健身方式、线上线下融合健身将成为行业运营的基本模式、课程内容创新将成为在线健身的核心竞争力、在线健身课程将变革传统线下销售模式。然而健身服务质量、专业人才、智能技术等因素严重影响了在线健身的可持续发展。因此,后疫情时代在线健身的推进策略包括加快互联网与体育的融合发展,普及体育智能设备;优化在线健身课程,开发多元化的线上服务内容;培养专业在线健身人才,提升在线健身产业发展质量;促进线上线下深度融合,推动在线健身可持续发展。

COVID-19 epidemic has brought a great impact on China's fitness industry.Under the epidemic situation,people's demand for home fitness has surged,and online fitness has become a new trend of fitness.According to this research,the practical logic of online fitness under epidemic situation lay in industrial logic,policy logic,technical logic and demand logic.The development characteristics of online fitness under the epidemic situation were as follows:the number of online fitness users continued to increase,the traditional offline fitness crowd became the core users of online fitness,the online fitness content continued to be enriched and optimized,and the sales volume of online fitness equipment increased greatly.The basic situation of online fitness in the post-epidemic era was as follows:online fitness would become the normal fitness mode in the post-epidemic era,online and offline integration fitness would become the basic mode of industry operation,curriculum content innovation would become the core competitiveness of online fitness,and online fitness courses would change the traditional offline sales mode.However,factors such as fitness service quality,professionals,intelligent technology,policies and regulations had seriously affected the sustainable development of online fitness.The promotion strategies of online fitness included accelerating the integration of internet and sports,popularizing the coverage rate of sports intelligent equipment,optimizing online fitness courses and diversifying online service content,cultivating professional online fitness talent,improving the development quality of online fitness industry,promoting the deep integration of online and offline and the sustainable development of online fitness.