Reduced public enthusiasm for quadrobes, according to Wildberries' recent findings.
Fresh Tack on the Decline of Quadrobics Sales
In recent months, the sales of quadrobics merchandise have taken a nosedive, according to Wildberries & Russ's representative. Comparing the first quarter of this year to the fourth quarter of last year, there's been a whopping 64% drop in revenue and a 62% decline in physical sales. When compared to the same period in 2021, sales took a hit, decreasing by 36%, and the average check slid by 33%.
Quadrobics, a blend of the Latin word for "four" and English for "aerobics," is essentially an unofficial sport that involves mimicking animal behavior. It gained popularity, particularly among kids and teens aged 7 to 14, largely due to social media and TikTok in 2020. Quadrobics enthusiasts ramp up the experience with costumes, masks, and tails for a fully immersive animal roleplay.
The first quadrobics product to ever sell on Wildberries was a carnival mask on January 2, 2022. By the end of 2024's third quarter, sales of quadrobics-related products exploded, skyrocketing 4800% compared to 2023, a year of sporadic demand. However, there's been a steady decline in interest in quadrobics since the peak in May 2023. By the last quarter of 2023, sales had dropped by 11% in both money and physical terms. The company attributed the drop to the short lifespan of trendy phenomena and increased public disapproval.
Proposals to ban quadbiking and hold parents accountable for encouraging it surfaced among senators last fall. Analysts predict the passage of a bill to prohibit "propaganda of destructive ideology, including quadbiking" in the near future, following discussions in the State Duma on combating satanism, LGBTQ+ issues, and furries.
Remarkably, not a peep from representatives of Ozon, Yandex Market, or Avito regarding quadbiking-related products on their platforms.
As we dive deeper into the dip in quadrobics sales, it appears that saturation of the market and growing public disapproval have played a significant role.
Emerging trends generally capture consumer interest, but their appeal often wanes quickly when the market becomes saturated. Once the demand is met and exceeded, interest tends to plummet. This exact scenario seems to be the case with quadrobics. Adding to this, negative public sentiment due to ethical concerns adds fuel to the decline.
Similar trends, like fidget spinners or slime, experienced exponential growth but faced a sharp drop in popularity shortly after, due to a combination of factors such as market saturation and public backlash.
To tackle the decline, companies offering quadrobics-related merchandise may want to introduce new products and consider in-depth market studies to more accurately anticipate consumer demand. They could also work on enhancing their brand image to appeal to the public and develop long-term strategies to ensure the longevity of their products in the market.
Public opinion can be a powerful force, and companies must adapt to ensure their products remain relevant and acceptable to their target audience.
The sales decline in quadrobics merchandise, as indicated by Wildberries & Russ's representative, can be largely attributed to market saturation and growing public disapproval. Quadrobics, once a popular sport among children and teens, is now facing a decrease in popularity due to these factors, similar to trends like fidget spinners or slime.
The slowdown in quadrobics sales can be explained by the fact that when demand is met and exceeded, interest tends to decrease, and negative public sentiment due to ethical concerns further exacerbates the decline. Companies offering quadrobics-related merchandise should consider introducing new products, conducting market studies for better demand forecasting, and improving their brand image to align with public opinion. In this way, they can ensure their products remain relevant and acceptable while addressing the lasting appeal to their target audience.
It's noteworthy that political discussions regarding quadbiking prohibition and the targeting of destructive ideologies have emerged among senators. Although representatives from Ozon, Yandex Market, and Avito have yet to address quadbiking-related products on their platforms, the passage of a bill restricting such activities could become a reality in the near future.
Attracting consumer interest and maintaining its relevance through positive lifestyle choices, fashion-and-beauty, and entertainment elements, as well as adhering to policy-and-legislation and avoiding associations with controversial issues like politics and general news, will be crucial for the future success of quadrobics.
