Nearly two years, "46 files " to " fitness of the whole people plans " promulgate let Chinese fitness industry receive policy bonus, but to gymnastical industry, integral posture still is done not have it seems that this year so hopeful, how is traditional gym pain spot divided? Industry old man people have play a way newly.
01
Traditional gym pain spot is divided hard
"Super- sell card, develop new store " manage mode as gymnastical industry core, a few pain spot that exist all the time still did not get be settlemented at all, on the other hand, more and more astute user, also begin pair of gym year the degree of belief of card is lower and lower. Face the converging attack of inside and outside of the market, also forcing traditional gym begins to mend the way of the reform that undertakes ego.
Traditional gym pain spot
Begin from last year, of Internet brand intervene wantonly, let gym operation began to have new thinking, and close paragraph of brand financing that time comes out ceaselessly is successful message, also begin to let practitioner have more hope.
A lot of groups that have gymnastical intention suffer conditional limitation to cannot go gym, when gymnastical APP can be saved and the gymnastical program that offers efficient science for the user, increasing youth is used to use fitness APP, the gymnastical content platform with domestic quantity the at present biggest step " Keep " , user quantity is adjacent also 100 million.
The gymnastical demand that this number means the market actually not small, but face huge demand, traditional gym is immersed in however " open to booking cost quality of taller, service is lower " odd group. Increasing with " run the road ends " gym, the supply and demand that allows Chinese fitness trade appears " extreme unbalance " .
02
"Lower a threshold " checkmate pain spot
Know exactly about sth says according to statistic, end 2016, the whole nation has more than 37000 gym dimensions, but meanwhile, the data of gym put up the shutters also rises considerably subsequently. As Internet mode thinking intervene, bring the biggest innovation drop to depend on for the industry " fall doorsill " , for instance smooth piggery, happy quarter, the brand such as Liking fitness, the form that includes a month with low attracts more user, go through Internet thinking the pain spot of checkmate tradition gym.
Gymnastical industry 6 big trends
To this, old man of a few companies also explained big data how to can reform gymnastical industry from different point of view.
Author of the culture that open state holds CEO Zhang Zihui concurrently:
"Mode " , " brand " , " system " , " product " and " environment " the 5 core competition ability that is gym development, if the enterprise wants base oneself upon at the market, need to find the competitive market that fits oneself from inside 5 element " the entrance " .
Wang Feng of author of smooth piggery fitness:
"Masses fitness " it is current the mainstream trend of gymnastical market, hold the market share of 75% . Be based on the operation experience of smooth piggery, gym of new era masses should have 4 levels, namely fission pulls new, menu to change a standard to quantify management and deepness product, gently agglutinant, how had become these 4 essential factor, become compose to build the linchpin of club competition ability.
03
Gym also plays " fission is pulled new "
As in recent years promotion of national life mass and consumption upgrade, people plays in culture recreation, fitness the defray proportion that waits for a respect rises quickly. So for the gymnastical brand to instantly, "Is fission pulled new " can you appear again what kind of different?
To this Introduction Wang Feng says, it is with the experience of smooth piggery exemple, "Fission is pulled new " the member that is a relatively low cost pulls new measure, drive new user with seminal user, this kind of means emphasizes a friend between share behavior. Old member shares smooth piggery the friend, his friend is being taken share a proof to register the entrant that becomes smooth piggery, two people can get the product is rewarded.
Actually, "Fission is pulled new " it is a foundation with Internet socialization, mostly operation at consuming kind of industry, do not see more at gym. Wang Feng also emphasizes, fission plays new crucial base is low total prices and firm price value, because expend the traditional club that make this year to be operated hard, and lunar check is made, the smooth piggery that Internet changes criterion can " play turn " .
Internet method also is the key that the club achieves digitlization administration at the same time. Author of ability of ghost engineering course holds CEO mark concurrently to also think, below the period setting that changes flying development in science and technology, the strong competition ability of the enterprise depends on the tool of administrative system be born that finds unique administrative system and data to change.
Digitlization system depends on to the meaning of business management " inspirational " , that is to say, occupy an analysis through number only, club governor ability finds him truly the inadequacy in management and advantage, can find thereby more the gym management method of actor.
