Everyone's enthusiasm for losing weight has always been, just...
"I am fat?"
If you type this in Google, all the pages that come out on the first page are something called BMI Calculator. BMI ( Body Mass Index) is the most commonly used one in the world to measure the fatness and health of the human body. standard. Body fat index ( BMI) = weight ( kg) / square of height ( m) . The normal body weight BMI is 18.5-24.9 , less than 18.5 is too light, 25-29.9 is too heavy, more than 30 is obese.
However, everyone seems to never use BMI to define their fat and thin, but to use "a feeling" to examine themselves. For example, Taobao looks at almost the same clothes and looks very tight. The jeans that you want to buy need to buy a big one (in fact, maybe because The version is too small), the model on the T stage looks at one-half of its diameter, and so on. Fat is not fat is not the focus, the point is that you feel fat. According to Nielsen's latest research, 44% of Chinese consumers (49% of the world's people) think they are overweight.
In the past 30 years, China's obesity rate has indeed risen sharply, and the number of obese people is second only to the United States, with about 75 million obese people. However, this is related to the Chinese population base. If the ratio is to be discussed, the actual situation may not be very bad. But this does not mean that China has become a huge and really slimming market. Those who "I feel that I am fat" are the best consumers.
But what's interesting is that the market has changed dramatically about how to lose weight. For any company in this industry, they have to find a more reasonable way to package themselves in order to deal with the complex consumer and the same complex competitors.
Recently, the talk show queen Oprah announced that he has become a shareholder of the largest light body company in the United States , and once again referred to "weight loss", which seems to be a "lifetime career", to the topic center.
The company invested called Weight Watcher (hereinafter referred to as WW), Oprah Winfrey for $ 43.2 million to obtain a 10% stake in WW, WW's CEO Jim Chambers announced in the news that day: "WW will be the company's strategy to reduce weight from just Become more comprehensive to help people have a healthier, happier life."
You see, this is where things change. Businesses no longer emphasize "slimming," but begin to promote the concept of "healthy living." Oprah is 169cm high and weighs 77kg. Well, she is pursuing a healthy life.
WW once extended the commercial map to the United States outside of 2008 , such as China, where the weight-loss market is getting hotter, but it may be too early to enter China. If we sum up the reason for its unsuccessful afterwards, it is because "healthy life" is not the mainstream of consumption only two or three years ago.
However, at that time, everyone was more willing to consume OTC such as slimming tea, or simply take drugs to lose weight.
When WW in the name of "Weight Watchers" to enter the Chinese market, targeting the city's white-collar women. Its two main features are the “support group†– members sit together to learn about healthy lifestyles, share the pains of losing weight, and “sticky systemâ€.
The "Point System" calculates the total number of points per day based on each person's weight. The "stick system" is different from the calorie number. An apple and a cookie have 90 calories, but in the point system, the apple is 0 and the cookie is 2 . The WW website contains 40,000 points of food, with the lowest number of green vegetables and protein.
This approach is considered to be a relatively healthy and effective approach within the industry. A group of studies in 2015 found that WW members can lose an average of 2.6% of their body weight in a year. The results of the John Hobkins School of Medicine also suggest that the WW method has a scientific basis.
But when it entered China, from 2008 to 2013, most people pursued rapid weight loss. "Health" is only a secondary factor. M Ms. (who did not want to be named) who joined Shanghai WW for 2 years in 2012 said, “In the past few years, everyone ’s expectation for WW was to let them lose weight quickly. However, WW can’t lose more than 5 pounds a week , and The idea of ​​emphasizing exercise and changing lifestyle habits is not welcome."
From the first day the company landed in China, WW “every customer has more than one pointâ€. In 2012, WW's package pricing was still $3 in three months, "this was a fairly cheap price at the time." M said. In addition, the US headquarters did not invest too much energy in the promotion of the Chinese market, and the company has been unable to recruit enough members to make up for the company's losses.
Under pressure, the WW spokesperson said in 2013 that “ we will focus on the market with more potential †and exit the Chinese market in December of the same year . It has an almost identical imitation object in China, called “Mint Networkâ€, which currently has more than 20 million users. APP “Mint Loves Slimming†has more than 2.6 million users and has been recommended by the Apple App Store three times.
WW may now have a lot of opportunities to enter the Chinese market. At least it has received a strong publicity ambassador after Amway has passed through Oprah. However, it faces more complex market competition.
From the Taobao index and Baidu search index of weight loss products in the first half of 2015, the heat of weight loss products is declining, down 97.3% compared with the same period of last year. The April climax is the regular seasonal fluctuations before the summer.
Taobao Index and Baidu Search Index for weight loss products in the first half of 2015
It can also be seen from the search terms in the first half of 2015 that everyone's hotspots are “health†and “sportsâ€. More than half of the 7 popular searches are weight loss in a natural way.
Search words in the first half of 2015
You can see that the search for weight loss products is decreasing, and the gym, sports app, juice and enzymes have become new weight loss trends.
The gym seems to be no longer just a place for the rich to go. According to the IBIS World report, 15% of people in the United States are health club members at present, only 1% in China, and the proportion will increase to 4% in the next 20 years. Even if only 4%, China needs to build 30,000 clubs in the next 20 years. . It is estimated that the Chinese gym industry will be worth US$6.83 billion by 2018.
Fitness Queen Zheng Duoyan clearly saw this rapidly growing market. On October 17th, her first ZETNESS fitness club in China officially opened in Shanghai Hongqiao.
At present, personal trainers in Beijing and Shanghai usually charge between RMB 300 and RMB 500. Even if you don't ask for personal training, the annual membership fee for the gym is also several thousand yuan. It is not difficult to understand why the fitness APP has become popular. .
On the other hand, fitness apps are so diverse that someone has made such a table:
Popular fitness app features
Can't see what is written inside? It doesn't matter, you just have to feel the subtle and diverse considerations of using an app. These fitness apps are almost all free and offer GPS positioning. For office workers, the app helps them save time in the gym. At home, they can follow the tutorials on the APP and be more flexible. They can also interact with friends in love sports and monitor themselves in another dimension.
Social function of fitness app
In addition to sports, food-based juices and enzymes are also popular. One of Angelababy's and Huang Xiaoming's wedding ceremony in Shanghai on October 8th is the popular HeyJuice “light-breaking fruit and vegetable juice†brand (note this statement, light, broken, food). After Angelababy set up her own investment fund AB Captial, the virgin vote was dedicated to HeyJuice. HeyJuice was founded at the end of 2013 and continues to grow at a high rate every year. Liu Qiangdong, Jiang Nanchun, Sequoia Capital, etc. have all taken shares, and AngelaBaby may catch up with the third round of investment. The company's flagship product is a three-day refreshing plan, 3 days 18 bottles of juice 490 yuan, claiming to help you relieve the greasy skin condition and promote metabolism.
We have written the effect of this meal replacement juice. Simply put, just drink some vegetable juice and you want to get real health. You want more. You can read our analysis at the end of the article (or click here).
The price of 490 yuan for 3 days is not cheap, but the Chinese are willing to pay for such things. Nielsen's research found that consumers in developing countries are more willing to pay higher prices for health than developed countries. About three-quarters of Chinese respondents are very willing (30%) or willing to pay a premium to purchase health-conscious attributes. Food category. For "natural" (47%), "organic" (40%), "non-GMO" (39%), "no artificial seasoning" (37%), "no artificial color" (36%) food, they Are willing to pay for it.
We also wrote about how much the enzyme purchase is in China . In fact, relying on enzymes to promote digestion, there is no need to be exaggerated to the point of God. The reason why people are so enthusiastic is that they want to lose weight and are not willing to bother. What is easier than enzymes? The juice has to be formulated and preserved. It is just a drink of water.
This is the truth behind “healthy livingâ€: everyone wants to control their body, but there seems to be an insurmountable gap between true health and busy life. Companies that offer a seemingly relaxed and healthy lifestyle have become the biggest winners.
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