Let’s talk about the fitness market.
In 2020, the fitness related supplies of eBay USA station grew rapidly, among which the sales of dumbbells increased by 1980% year-on-year, and even increased to 3000% at one time;
In 2020, affected by the epidemic, the demand was high, dumbbells were out of stock in the United States, and the price of dumbbells was high. The price of dumbbells on Amazon, eBay, Facebook marketplace and Craigslist was twice, or even 6-7 times, that before the epidemic;
According to the 2017-2023 global sports and outdoor products market report released by statista, the global sports and outdoor products market is expected to exceed US $92.3 billion by 2023;
According to the data released by the General Administration of Customs of China, the export of sporting goods, toys and games and their accessories from January to may 2021 was US $31.8 million, an increase of US $1.01 million compared with last year;
Fitness has always been the hard core demand of European and American countries, especially the United States. Last year, the global epidemic, fitness centers closed, and the isolated life at home simply made people who love outdoor sports and fitness crazy, and even people who don’t love sports have become particularly fond of sports.
This reminds me of the mayor of Delia, Italy, who tortured the souls of citizens in the social media at that time: when the city was not closed, there were at most 20 people running all year round, and each one became a fitness enthusiast. The last time you ran, you should still be on the primary school playground!
So last year, affected by the epidemic, the search volume of home sports on Google Trends soared, and the sales of home sports equipment in Amazon’s sports and outdoor categories also soared, especially products such as dumbbells and yoga mats, which do not occupy space and have relatively appropriate prices, are easier to become users’ first choice.
But why should I take out the dumbbells alone today? The main reasons are as follows:
Fitness belongs to the sun never sets industry, and dumbbells are one of the products with the largest demand in the industry;
The epidemic in foreign countries is not over yet, and there is still demand for home sports goods;
95% of dumbbells in the world are “made in China”;
There is no monopoly brand occupation, and the brand occupation is relatively loose
Next, I will talk about dumbbells from the following points:
Search trends and platform sales;
Dumbbell main flow mode
Case Analysis：search trends and platform sales
Google search trends change：
Let’s take a look at the dumbbell search trend and the sales volume of major platforms:
Open Google Trends and take a look at the search trend of dumbbell in the first half of last year:
From the search trend data, we can see that the daily search volume was very high from March to April last year. Although it fell back later, it also maintained a high value;
This happens to be the outbreak of the epidemic abroad, which gradually began to be related to home.
Secondly, I want to go back to the information mentioned earlier. 95% of dumbbells in the world are “made in China”. What does this mean?
At that time, it also coincided with the outbreak of the epidemic in China. The factory had not yet started production and could not produce dumbbells. Coupled with the weight of dumbbells, they were basically transported by sea. Their own logistics time was relatively long. In addition, they encountered problems such as large-scale warehouse explosion and unmanned distribution in foreign logistics, resulting in a serious shortage of goods.
Therefore, dumbbells are out of stock and prices soar at this stage.
Amazon sales：
Take a look at the latest statistics of the sales of top 10 dumbbells in Amazon best sellers.
Amazon sold dumbbell products with sales of >10000 last month
EBay dumbbell sales:
As can be seen from the above data,
1. Now, although the search volume has dropped and the dumbbell product inventory has been sufficient, the sales volume is still very good;
2. The popular ones are mainly hexagonal dumbbells and adjustable dumbbells;
3. Hexagonal dumbbells are more popular with non detachable models, and there is no monopoly brand;
4. The price of adjustable dumbbells is relatively high.
Post time: Aug-04-2022