2021 TSMA

66 2021 Taiwan Sporting Goods Manufacturers Association traditional manufacturers to upgrade and transform so as to create added values with brand new service models. First, on the platform, to strengthen the demand-oriented matching service so as to make sharing and experiencing economy more popular. Take Peloton as an example, its core to make profits does not come from hard equipment or software but the content, that is, fitness coaches, presented by software and hard equipment. They are the main innovation of the company as well as the attractions to customers. Good coaches can stimulate students and make them feel well in class as well as their fitness results. Secondly, in other words, the digitalized lifestyle with integrated virtual and real modes creates immersive learning environment. As stated by Simon Flint, CEO of Evolution Wellness, in 2019 Sports Business Operation and Smart Sports Trends Forum, customers expect fitness service enterprises to enhance their fitness service up to health service, or clients who are pursuing unique sports experiences might strengthen sports habits because of video content on sports, that is, how coaches teach and this is regarded as an intellectual property. From this point of view, we find that nowadays customers no long ask for the functions of fitness equipment but the rising efficiency of their sports training, better sports experiences and immersive learning and so on. They only feel closer or wanting due to these factors. Technology strengthens the awareness of the public who likes good sports experiences; their demands bring forth new business models of the sports and leisure industry At present, to cope with the digital transformation the international sports and leisure industry bring forth new business models. 1. Make good use of data analysis so as to increase sports efficiency and commercial values The data after being collected, analyzed, or built for business models, or prediction, can demonstrate competitive advantages either on the strategy of sports performance enhancement, sports training, or recruiting, or market segmentation or interactions programs with fans, etc. According to the research reports done by WinterGreen Research, the sports data analysis that sports market will grow explosively in the near future. The output of 125 million US dollars in 2014 grow up to 4.7 billion of US dollars in 2021. The data collection channels are multiple and various. As calculated, the most massive data are mainly from the users of wearable devices. Therefore from 2016 the wearable devices have been ranked as number one on the global fitness trends. The applications of wearable devices and sensors are developed and changed according to the user’s demands. Together with sports