A week ago, she just spent nearly 3000 yuan on an internet fitness app,\" Le Ke Sports,\" and bought ten private fitness classes. The move is not impulsive for the same reason: one is that, like most young people, they feel they need to lose weight; the other is that the gym is very close to their neighborhood and can be reached in a few minutes.
But this Saturday's course seems to be running into problems. The instructor replied to her:'Before the class the offline store will be closed, the next course is normal, but the location of the class will be another store. For such a situation, ms. zhang somewhat surprised and angry, the news \"run\" how the gym let themselves catch up?
Ms. zhang used to apply for a fitness card because the offline store was close to home. It's a little too funny to tell you to change stores after just two classes. The coach is also very helpless, the company's decision is not he can control.
Fitness is naturally a choice for many when the animals are hollowed out by the pressure of 996, when the hair of young people in their 20s is scarce, and those running three are sore from their shoulders and necks.
Such a consensus, from today's near-big business standard gym, and not long ago the original price of more than 400 yuan but online speculation to 900(still out of stock) fitness ring big adventure, can be a glimpse of one or two. There is a market where there is demand, and this demand is in the eyes of some entrepreneurial teams to be able to take them to the air. In recent years, a large number of Internet fitness applications have emerged, with no shortage of financing 5 to 6 rounds, valuing star projects that have reached the \"unicorn\" standard. How are they doing in 2019?
According to the IRHSA of the Global Fitness Industry Trade Association, the proportion of the fitness population in China is only ~3% of the total population. In mid-December,#1 billion people were pretending to be on the subject of fitness ###################################################
Faking not to pretend we don't know, but the number of gym and venture projects that started last year did increase a lot. According to the white paper of<2018-2019 Fitness Industry>, the total number of domestic gym in 2018~2019 is 97746, which is 26,743 new compared with 71003 in 2017-2018, with a growth rate of%. Imagine that there will be 80 more gymnasium on the market every day, and the degree of competition can be realized.
Looking at the news over the past time, the gym running, fitness program closure seems to be more dense, not only those new small gyms are prone to card after the disappearance of overnight, even some of the big brand chain with a history of more than ten years, but also the closure of the news.
According to the 2018-2019 Fitness Industry White Paper, a total of 3,099 gyms closed in the country in 2018, of which 528 were closed within a year. In particular, in mid-2019, the 20-year-old hong kong-listed company haosha fitness also fell into the acquisition, transfer, closure of the vortex, the side of the eye.
Some say that offline gyms are the stuff of the last era, and they are falling under the wave of mobile internet. In spite of the right or wrong point of view, the traditional gym is a typical heavy-asset industry in terms of business model only, and the characteristics of high investment, high cost, low profit and long cycle are very bright.
On June 18,2019, Wang Feng, founder of the Light Pig Circle Fitness, made public at the ChinaFit fitness fair that 80 percent of the country's gyms are not profitable or profitable.
It is the cost and the number of users that limit the development of the traditional gym, and the main reason for the limit is the time cost. Although gyms are now very popular in first-tier cities, they are not dense enough. Like ms. zhang, if there is no suitable fitness place near her residence, she is not willing to take a car or take a taxi to work out a few kilometers away. This is why many people have only been to the fitness card a few times, the main reason for abandoning it.
Perhaps the emergence of the mobile internet has somehow shortened the space, allowing people to exercise at any suitable place and socialise to create a good fitness atmosphere. While the offline fitness industry is under great pressure, online fitness users have grown rapidly in the last year.
From 2014 to 2018, the number of online fitness users jumped from 10.4 million to 100 million, a nearly 12-fold increase in five years, according to data released by Zhiyan Consulting. Such an increase is undoubtedly very tempting, so, along with user growth, it is the emergence of online fitness apps such as Keep, Le Ke, Goo Dong and so on.
The ultimate goal of not getting rid of the shackles of the traditional industry is to make a profit, whether it's a traditional offline gym or an Internet fitness program. Internet fitness applications benefit from the advantages of the mobile Internet, greatly reducing the physical space constraints and gaining more user base. However, stepping on the tuyere Internet fitness did not solve the commercial problem.
As recently as december, the domestic head-to-head internet fitness app keep was exposed to mass layoffs, giving the outside world a renewed eye on the unicorn. For reasons of redundancy, keep's response is official:\" failing to verify that the business is switched off in a timely manner and the performance of the iteration is poor, which is a logical organizational adjustment and optimization phenomenon.\"
Without specifying which projects have been shut down, it's not hard to see that Keep has been experimenting with new businesses and trial-and-error on their liquidity. Behind this frequent attempt is the enormous pressure on the whole Internet fitness application in the face of commercialization.
Looking at the entire mobile internet fitness market at this stage, whether it's the online platform represented by the Yue run circle, the offline project represented by the super orangutan, or the two-legged walk on the line, the choice of commercialization is almost the same: the online part is dominated by advertising, e-commerce, content payment, and the offline part is as focused on the gym scene as the traditional fitness industry.
Of these, keep, the head of the industry, is the most extensive. In addition to early online ads and membership income, Keep has also pioneered smart product businesses including smart bracelets, treadmills, light food, offline gyms and more. Indeed, two months before keep announced the layoffs, its first online future tech sports experience museum had just opened in shanghai.
Besides keep, internet fitness apps such as goo-dong, music-cut, super-angutan and so on also offer online fitness teaching content sports equipment, fitness equipment, offline gym and other business forms.
In the past, these internet fitness apps were designed to accumulate enough users through online channels, and rely on the form of paying for content such as fitness tutorials to get corresponding revenue. This is similar to the current hot pay-for-knowledge model. But in terms of market performance, this single form of business clearly cannot support the revenue a company of scale needs.
Especially with the rise of short video and other emerging content platforms, content providers have also formed a large diversion. The content creators of internet fitness apps are obviously not willing to just show their influence on such platforms, so we have seen a lot of fitness Vs emerge on each short video platform.
Since the channel of content realization is blocked, it is natural to try new revenue mode. Although the boat is turning around and the internet fitness platform is constantly experimenting with new profit models, every trial in the process will have to be costly, and a more business line will mean more business pressure, as will the reason for keep's layoffs.
On this, relevant Internet analysts understand notes said:" Fitness industry is born with online and offline combination of advantages, there are certain barriers. The biggest problem at the moment is that their commercial liquidity clearly falls short of investors'expectations. In the past few years, the whole market has been in the early stage of development, all kinds of capital has eliminated a considerable number of players, now are left with a certain user-based platform. But even so, the industry still faces a common problem - there is no rich and stable way to cash in. “
The person stressed that it was the situation that made capital hesitate and wait-and-see,\" investors no longer support, coupled with a lack of stable liquidity, exit and layoffs become inevitable.\"
From the Keep financing process, we can see this change and trend. It's been a year and a half since the last round of Keep funding came in July 2018. And before that, Keep was given angel rounds in November 2014, to round D financing in July 2018, which always had six rounds of financing, an average of half a year. Obviously, after round D is the preparation of the IPO.
However, listing is the most needed story, why are the valuation differences between different IPOs very different? It is mainly how investors view the future growth of the enterprise. The amount of money that C, D, or even E has already validated some of the \"story\" possibilities, and is useful for the IPO valuation. But for a year and a half after round D, Keep seemed cautious.
Not only is it Keep, of course, where the financing of Internet fitness apps such as super-angutans, goo-dongs, and Le-kees have all slowed to varying degrees, with the last two rounds of funding being more than a year apart. In 2019, only the super-angutans are getting financing in the industry, and it's still in February of the year.
Nowadays, content realization is blocked, self-run sports equipment, light food and other business expansion is not satisfactory. Imagine, running shoes, sportswear will you buy Nike, Addie or goo Dong? Will you buy millet, glory or keep? I believe most users will choose the former.
Nowadays, Internet fitness has entered the bottleneck period of development. In this, there are both the impact of the environment, but also fitness culture factors. Whichever business model attempts, the ultimate goal is to achieve a return to user value. \"100 million people in the fake fitness \"reflected behind the Internet fitness platform is the biggest question: the platform is really linked to the user? Did the platform help generate positive and positive interactions between users?