Global yoga market

In Europe and the United States, in Hong Kong and Taiwan, and in Australia, hundreds of millions of followers are eager to learn this magical way of body building, reducing stress and regulating the spirit. Madonna, Jian Fang. Da, Ricky. Martin and Britney Spears are both yoga fans. The fashionable and healthy profession of yoga instructors has also become the most sought-after position in Europe and the United States. In foreign countries, a senior yoga instructor can earn more than US$100,000 per year, which is higher than an MBA graduate. Madonna, who has always been a big star, has to queue up to practice yoga. In China, yoga began with Chinese-American Zhang Huilan, but it has been in the past two years that yoga has really become popular in large cities such as Beijing and Shanghai. With the active dissemination of many media and the teaching of many fitness venues, professional yoga studios in large cities such as Beijing and Shanghai have sprung up like bamboo shoots after rain, and major gyms and beauty salons have also successively opened yoga classes. But this is far from meeting the needs of the market. The yoga industry is becoming another rapidly developing industry after the Internet economy. Yoga clubs are mushrooming. A group of young and fashionable people can't wait to embrace it. The cultural taste advantages and practice principles of yoga have been accepted by a large number of middle and high-level people. Yoga has quietly become an important symbol of the most popular urban fashion life in the 21st century.

Analysis of foreign yoga market:

According to a survey by the American Journal of Yoga, more than 100 million people around the world practice yoga, and as many as hundreds of millions of people are learning about yoga. Currently, 15 million people practice yoga in the United States, 17 million people are interested in yoga, and three-quarters of gyms have yoga classes. According to incomplete statistics, the annual profit of the American yoga industry reaches more than 26 billion US dollars. In large and medium-sized cities in Southeast Asia, there are various yoga classrooms on street corners and communities, and there are even yoga colleges to study yoga as a scientific subject. In European countries, millions of people are learning yoga; Prince Charles of the United Kingdom uses yoga to cure back pain, and more than 500,000 people are learning yoga in the United Kingdom.

Domestic yoga market analysis:

In China, yoga began with Chinese-American Zhang Huilan, but it has been in the past two years that yoga has really become popular in large cities such as Beijing and Shanghai. With the active dissemination of many media and the teaching of many fitness venues, professional yoga studios in large cities such as Beijing and Shanghai have sprung up like bamboo shoots after rain, and major gyms and beauty salons have also successively opened yoga classes. But this is far from meeting the needs of the market. Wherever yoga goes, it is almost invincible. Have you heard of the current situation of yoga in Beijing? Yoga gyms can be seen in almost every community and street, and yoga instructors are born every day. This popularity rate has been increasing day by day in the past two years. Recently, China Sports University is preparing to offer this course, and the State Sports General Administration is also laying the groundwork for this and regulating the yoga market as soon as possible. However, faced with the "daily new" type of yoga, the public was confused. High temperature yoga, aromatherapy yoga, power yoga, flowing water yoga... What kind of school did I learn? Is it suitable for yourself to practice? Is the exercise intensity appropriate? Are yoga teachers qualified? Problems such as these make some people hesitate and give up halfway.

1. Brief analysis of yoga market competition

1) The impact of the landing of internationally renowned fitness brands.

As a form of fitness, the market of yoga is closely related to the rise and fall of other fitness methods. With the accelerating pace of world economic integration, well-known foreign fitness brands have landed in China one after another, and launched an intensive "enclosure" campaign with my country's local fitness clubs. With the rapid rise of professional fitness venues such as Jade Bird, the brand awareness of local fitness companies has gradually increased. In cities such as Beijing and Shanghai, the fitness industry has gradually entered the stage of brand competition and is in a period of rapid growth. Chain operation and franchising marketing methods have developed rapidly in the fitness industry in cities such as Beijing and Shanghai and have been recognized by consumers. Its brand effect, management advantages, financial strength, faculty, equipment venues, etc. all have outstanding advantages in market competition.

2) The current situation of the domestic yoga market.

Starting with Chinese-American Zhang Huilan, China people have gradually begun to come into contact with the mysterious yoga. However, it has been in the past two years that yoga has really become popular in large cities such as Beijing and Shanghai. With the active dissemination of many media and the teaching of many fitness venues, yoga has entered the homes of ordinary people. The main practitioners are women. The domestic yoga industry is in a growing stage and can be roughly divided into three types of consumption. First: Go to a professional yoga venue to practice yoga. The operating method of the yoga studio is membership. Taking Beijing as an example, membership cards are divided into monthly cards, quarterly cards, semi-annual cards, annual cards and 8-time cards. Monthly cards range from 300 yuan to 1000 yuan. Quarterly cards, semi-annual cards, etc. The fees are relatively low, and membership cards charged by the number of times such as 8-time cards and 24-time cards charge higher, mainly satisfying members with less discretionary time. Second: Participate in yoga classes in gyms, women's clubs and other venues. Compared with professional yoga studios, their advantages are mainly reflected in the development of original members. The original fitness members have turned to practicing yoga or part-time yoga to become their main source of members; in addition, they also have certain advantages in terms of price. However, its disadvantages are also obvious, namely, the coaches are not professional enough and the training environment is poor. Third: Buy yoga CDs, books and other materials and go home and practice on your own. Few people who practice yoga in this way are able to practice for a long time. Professional yoga fitness venues have a history of only about two years. Taking Beijing as an example, there are more than 40 professional yoga venues, which are not large in scale but highly professional.

3) Analysis of yoga market expansion space.

From the perspective of yoga product research and development space: The current yoga products can be summarized into three categories: first, yoga books, CDs and other products. Its role and value are mostly a channel for beginners to learn about yoga. Second, yoga courses in gyms, women's clubs and other places only form different fitness programs from aerobics, dance, taekwondo, etc., and are less professional; third, professional yoga studios, whose professionalism is certainly an advantage, but the products are relatively simple, and the market is not well segmented, and corresponding yoga courses are developed based on the needs of different groups of people. Therefore, there is a lot of space for the development of yoga products. Yoga courses can be developed in a targeted manner according to the different needs of different groups of people.

Analysis from the perspective of yoga consumption demand space: Speaking of yoga, yoga has almost become a household name, and more and more practitioners of yoga are becoming the most popular fitness event this year. Data shows that yoga has become the most popular fitness event this year. At present, the main practitioners of yoga are young women aged 25-35. The demand for yoga is still in a period of rapid growth and is the largest consumer group of yoga. Consumer groups that have yet to be developed or further developed include menopausal women, new mothers, men, the elderly, pregnant women, teenagers, etc. Therefore, whether it is in the existing market or potential market, there is a large consumption demand for yoga, and corresponding yoga courses can be developed based on the above groups. In addition, with the integration of yoga culture into urban life, yoga-themed additional consumption is also a huge market, such as yoga tourism, yoga food, yoga restaurants, yoga accessories, yoga costumes, yoga equipment, etc.

From the perspective of marketing methods and methods: From the perspective of professional yoga studio marketing, the domestic yoga market is still in the early stages of its growth period. Due to many restrictions such as funds and products, the promotion method of professional yoga studios is relatively simple, mainly focusing on website promotion, soft publicity promotion, member promotion, cooperation with relevant units and event promotion. Overall, the promotion efforts are very small, the method is single, a three-dimensional communication and promotion system has not yet been formed, and there is too little advertising promotion in the mass media. Therefore, there is a lot of room for the marketing methods and methods of professional yoga studios, which lowers the threshold and provides opportunities for us to enter the professional yoga studio market.

2. Yoga instructors are the most promising emerging profession

With the popularity of yoga around the world, the fashionable and healthy profession of yoga instructors has also become the most sought-after position in Europe and the United States. In foreign countries, a senior yoga instructor can earn more than US$100,000 per year, which is higher than an MBA graduate. No wonder Madonna, who has always been a big star, has to queue up to practice yoga. In China, the yoga industry is becoming another rapidly developing industry after the Internet economy. Yoga clubs are mushrooming. A group of young and fashionable people can't wait to embrace it. The cultural taste advantages and practice principles of yoga have been accepted by a large number of middle and high-level people. Yoga has quietly become an important symbol of the most popular urban fashion life in the 21st century.

Yoga instructors are the most scarce gold talents in the industry. According to relevant statistics, the national yoga instructor market gap is as high as 9. 60,000! In large and medium-sized cities, the income of yoga instructors is rising sharply. According to relevant media reports such as "Netease News Center" and "Nightlife Weekly", in Shanghai, the monthly income of yoga instructors easily exceeds 10,000. According to statistics from the International Talent Network, the average annual income of domestic yoga instructors is 6. 70,000 yuan is significantly higher than other popular industries such as computers and education. The minimum monthly salary for a yoga instructor with an international yoga instructor qualification certificate will not be less than 3000 yuan!

Although the yoga industry continues to be hot, it cannot conceal the fact that the domestic yoga instructor training market is extremely lacking in norms. As the yoga trend has just emerged, the profound connotation of yoga is not easy to be understood by Chinese people. In China, there are many workshop-style yoga venues without professional guidance and yoga instructors who rush to work without formal training and certification. This has led to many Confusion conditions such as low threshold for coach training institutions, short training time, and poor teaching quality. There are also many so-called "professional yoga" who have moved beauty equipment and fitness equipment into yoga venues, which runs counter to the natural spirit advocated by yoga culture and seriously hinders the development of China's yoga industry.

In view of the current situation of the mixed yoga instructor training market in China and the lack of professional authority and regulations, recently, China Sports University is preparing to offer this course, and the State Sports General Administration is also paving the way for this and standardizing the yoga market as soon as possible.

3. Classification of yoga:

1) Divide it according to the exercise subject:

Yoga for pregnant women focuses on movements that help enhance the flexibility of the bone marrow, pelvis and spine, and should be comfortable.

Men's yoga provides targeted exercises on the waist, back, abdomen, hip muscles and other parts to enhance the body's control.

Children's yoga makes the learning of asana easy to understand with the help of illustrations, music, onomatopoeic imitation and other forms.

Yoga for the elderly is of low difficulty and small amplitude, and aims to stretch meridians, massage abdominal organs, and exercise bones.

Double yoga double, can be a couple, friends, parents, children, etc. Intimate physical contact is more suitable for couples to practice together!

2) Divide according to environment:

The temperature of high-temperature yoga is about 42 ° C, and the class lasts for 90 minutes. It includes 26 stretching movements, which are arranged in a fixed manner.

Aromatherapy yoga uses massage to immerse essential oils into the skin, combines yoga with meditation, and practices yoga in fragrance.

Outdoor yoga focuses on the unity of man and nature and practices it outdoors.

Home yoga uses walls, tables and chairs, etc. to practice yoga at home.

Water yoga is an improvement and inheritance of the yoga recorded in the Yoga Sutra, including water meditation, water breathing, water posture, etc.

3) Divide by function:

Body slimming yoga uses postures to squeeze fat, combining breathing methods and diet.

Power yoga, also known as dynamic yoga, warms the body through strong rhythmic breathing and emphasizes the harmony between exercise and breathing.

Decompression yoga mainly prevents hyperthyroidism caused by stress, eliminates sub-health conditions such as backache, and releases physical and mental stress.

Beauty yoga focuses on conditioning the internal organs of the body and effectively improving endocrine.

Rehabilitation yoga relieves body pain from yoga and choreographed actions for the sequelae of various diseases.

Sex yoga originates from the ancient "tantric yoga" system and encourages people to use cultivation to control sexual behavior. (Internship Editor: Zhang Yuanhang)