What are the opportunities and challenges behind the hot sale of fitness equipment overseas?

In 2020, the sudden epidemic swept the world and disrupted the production and operation order of enterprises. The same is true for the fitness equipment industry that depends on the external environment, and can feel the impact and change of the industry. During the epidemic period, the global demand for home fitness showed an explosive trend, and the industry orders increased significantly. However, with the adjustment of epidemic prevention policies and the soaring sea freight, the export-oriented fitness equipment enterprises also ushered in new challenges and opportunities.

After the outbreak of the overseas epidemic, home isolation undoubtedly exacerbated the pressure on the fitness club and commercial gym market, and many physical fitness facilities were closed, which made the demand for home fitness equipment grow rapidly.
On the one hand, the substantial increase in the export volume of fitness equipment is affected by the demand of overseas consumers for daily exercise under the epidemic. On the other hand, it is also related to the panic consumption of some consumers to enhance their immunity under the epidemic.

The supply of the global fitness equipment market is concentrated in China, and the demand is concentrated in Europe and America. This structural dislocation of supply and demand leads to the fact that the sales market of fitness equipment is dominated by European and American enterprises. Although Chinese enterprises have accumulated rich experience and technical advantages in production and manufacturing, they are mainly exported to European and American markets in the form of ODM or OEM due to the lack of brand effect, sales channels and after-sales service in the international market competition, so their own brands have a low share in foreign markets, The pricing power of the terminal market is mainly controlled by foreign enterprises.

The structural dislocation of supply and demand in the fitness equipment industry leads to the global fitness equipment sales market dominated by European and American enterprises, with few independent brands and weak independent pricing power of domestic enterprises. With the development and upgrading of intelligent manufacturing and the gradual weakening of domestic labor costs, domestic fitness equipment manufacturing enterprises need to change from "manufacturing" to "design, manufacturing, sales and brand integration".