SKG Launches New Fascia Gun, Deeply Tied to "Massage Attributes"
When it comes to the SKG brand, most people immediately think of its neck massagers. Whether through frequent appearances on variety shows or in stores at airports and high-speed rail stations, the brand is everywhere. SKG has already made a name for itself in the portable product sector with “massage” as its core attribute.
At a launch event on December 26, SKG President Liu Junhong released some striking data: “During the Double Eleven shopping festival, SKG accounted for a 7:3 sales share in the ‘neck and shoulder massager’ category on e-commerce platforms. Moreover, in terms of sales performance, SKG ranked second among personal care small appliances (including Panasonic, Philips, Dyson, etc.).”
In terms of new products, SKG unveiled the G7 Hot-compress Cervical Massager and the F5 Heating Massage Gun. The G7 adopts a new physical vibration structure instead of the traditional microcurrent method for muscle massage. It also features SKG’s pioneering 9D kneading technology, mimicking finger-pressure traditional massage.
The device includes nine massage heads, complemented by pioneering red-light heat therapy, making it the first in its category to achieve heating capabilities within the massage heads. The other product, the F5 Heating Massage Gun, focuses on “compactness” and “heat-compress massage” features.
During the event, TMTpost interviewed Liu Junhong. He first put forward a distinctive viewpoint: “In the past, fascia guns have been deeply tied to ‘sports’ scenarios. However, I believe that these large, high-frequency, high-intensity fascia guns are not suitable for average consumers. Their application scenarios should be mostly limited to professional guidance. For ordinary users, improper use could even cause physical harm.”
TMTpost has previously reviewed fascia guns from brands such as Keep, and both product promotion and market education tend to lean strongly toward “sports scenarios.” Therefore, “creating a fascia gun with massage attributes” can be seen as one of SKG’s reasons for entering the fascia gun category. Judging from its product launch, the focus is not on intensity or professional rigor.
The product presentation did not emphasize post-workout lactic acid relief or recovery, but rather everyday massage experiences. From this perspective, although SKG’s product follows the structural layout of a fascia gun, it differs from the current consumer perception of the fascia gun category. Whether leveraging “portability” and “non-professional” positioning will expand the user base for fascia guns still needs to be proven by market performance.
Another piece of information from the interview concerned the company’s future direction. Liu Junhong told TMTpost that SKG has no immediate plans for fundraising or listing. In his own words, “We don’t want to be tied down by capital.” In terms of channel expansion, despite the impact of the pandemic in 2020, SKG added more than 3,000 offline stores nationwide, mainly covering airports and high-speed railway stations.
SKG is also expanding into overseas markets. International sales currently account for about 20% of total product volume, and SKG has already entered 10 countries. “Overseas markets will be a key focus for expansion. SKG plans to reach 100 million users worldwide over the next decade, covering 100 countries, and achieve a 1:1 sales ratio between domestic and international markets,” said Liu Junhong.
Regarding technology development paths, he believes that massager functions are nearly mature, and future development will still revolve around massage. One technical priority is providing remote OTA capabilities. Liu is not optimistic about adding features such as music playback or other functions.
In addition, SKG will enter fields such as smart wearables and home health monitoring devices, launching hardware products like smart wristbands, smart watches, and blood pressure monitors.
Liu Junhong explained, “Facing existing smart wearable brands such as Apple, Huawei, and Huami, SKG’s products will not directly compete with them. Functions like sports monitoring and smart voice assistants are not what SKG products will carry.” The smart wearables SKG is planning are expected to incorporate infrared physiotherapy or other health-assistive functions. (This article first appeared on TMTpost APP, author: Deng Jianyun, editor: Xiang Ou)
The content is sourced from TMTpost's TMTdegree section, for reference, communication, and learning purposes only. Does not constitute investment advice.
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