You might have watched Chinese square dancing, an exercise routine performed to music in squares, plazas or parks of the nation's cities by middle-aged and retired women, but you might have never expected that there could be a huge market in this area.
Just go to Taobao.com and search keywords such as “video player for the aged”, and you would understand how thriving this market has become.
With over 2 million square dance teachers, 100 million dancers and 500 to 600 million middle-aged and aged target audience, a rather “interesting” supply chain has already emerged in this market.
For sure, products such as loudspeakers and clothes must be quite popular in this market. Other related products and services such as health products, tourism package and financial service are also quite popular.
Besides, some little-known singers could ask popular square dance teachers to adapt their songs into dance music and get popular overnight through viral spread of square dancing among the middle aged and the aged Chinese. At the same time, since this group of people tend to more easily believe rumors and spread them in WeChat, some people would turn to them in order to gain more fans, view times and likes in a short time.
Has internet been able to penetrate into the middle-aged and aged group of people? Is square dancing an effective entry point? Well, it seems that it’s still too early to say so. In this article, TMTpost columnist Fang Dafu will help you have a glimpse of the Chinese square dancing market.
As an early entrant in the Chinese square dancing market, I am often asked by friends if everything is okay recently. They would often send me news reports saying that one square dancing platform has raised another round of financing, the other platform has also raised several million yuan, etc.
For me, however, I don’t find find much difference. The market is still controlled by some early entrants in the market, but some of them have already gained a DAU of over 1 million.
Last year, I released a report on the Chinese square dancing market to get more people focused on this market. However, I never expect that square dancing will really become a hot area of investment only after half a year. For sure, such trend is a good thing for all the players in this market. However, most people might be busy raising money and diversifying products, but forget to figure out answers to questions such as: Has internet been able to penetrate into the middle-aged and aged group of people? Is square dancing an effective entry point?