Domestic fitness industry: The gap between red sea and blue sea is determined by the mode of success or failure!

Learn about yoga, dance, and fitness... "Walking on the streets of Shenzhen, there are probably not many people who have not been bombarded by this sentence. It is also firmly at the top of the" Three Magic Sounds on the Street "due to its wide scope and high density.

In the city center of first and second tier cities, gyms give the impression that they are everywhere blooming, and the promotion of recruitment is uninterrupted throughout the year. Almost everyone can feel the popularity of the gym, and this industry is indeed ushering in its spring.

This is an era of discussing consumption upgrading and putting it into action. People's pursuit of beauty has reached an unprecedented level, not only appreciating their healthy physique and body shape, but also hoping to become a part of the 'beauty'. The gym is a beautiful and beautiful place that can create beautiful scenery. It also combines many advantages and is highly favored by people.

The gym has sufficient equipment. A4 waist, vest line, iPhone 6 legs, backhand touch navel, chocolate abs... Whether you want to lose fat, gain muscle, or shape, you can find corresponding equipment in the gym.

The gym has professional courses and coaches, who will develop targeted training plans based on individual situations, making it easier to achieve results.

Going to the gym is not only conducive to regularly scheduling fitness time, but also forces oneself to exercise more, after all, investing in costs; There is also a great sports atmosphere there, everyone practicing together, full of motivation!

In recent years, due to the improvement of people's economic level and the support of national policies, the number of gyms has experienced explosive growth. Just when people believe that "with so many gyms open, it must be very profitable", on the contrary, currently 60% of gyms have varying degrees of losses, and gyms across the country are experiencing a wave of "bankruptcy".

It is precisely because of this that a large number of complaints about unpaid membership fees have emerged, which precisely indicates that the demand for gyms is really hot. The bankruptcy is due to poor management (mostly due to the contradiction between rising operating costs and charging low membership fees to attract customers), not because gyms do not have demand in the market.

Data shows that in 2015, the number of people in China who regularly participate in physical exercise was 360 million, with plans to increase to 435 million in 2020 and 500 million in 2025. Over the next decade, the number of people in China who participate in sports and fitness will grow at a rate of nearly 39%. Compared to the large number of fitness enthusiasts, the penetration rate of domestic gyms is extremely low.

Calculate the penetration rate based on the proportion of fitness members to the total population, and in regions such as Europe and North America where fitness concepts are deeply rooted, developed countries such as the United States, Canada, Germany, and the United Kingdom have penetration rates of over 10%; In the Asia Pacific region, South Korea, Singapore, and Hong Kong all account for around 4%, Japan exceeds 3%, Taiwan accounts for around 2.5%, and China's penetration rate is only 0.49%.

Although gyms are everywhere in the city center of first and second tier cities, giving people a sense of clustering, the Chinese gym market is far from reaching the ceiling, and there is still a large wave of fitness enthusiasts. In the future, there will also be a large group of fitness enthusiasts supporting the market. Of course, this period is also giving rise to more diverse services.

To succeed in the fitness market, innovative models are necessary

The changing consumption and living habits have driven a new round of innovation in the fitness model, and the fitness industry has seen a trend of fragmentation, service and entertainment. Innovation in business models is the key to winning. The traditional gym model makes it difficult to attract and lock customers, which is one of the core reasons for the store closure trend; To fundamentally operate a store well, one must possess the core weapon of expanding and locking customers. For example, Kangbei Fitness Group's innovative business model comes with its own capital attributes and the attributes of expanding and locking customers. Fundamentally solve the operational challenges of traditional gyms; Open a new blue ocean in the fitness industry with a business model. A successful business model is the core factor that determines the success or failure of the current gym.

Diversified "project services, one-stop service to meet customers' multiple life needs

It is said that one should maintain a healthy body and a standard body shape, relying on exercise for three points and eating for seven points. Fitness meals such as chicken breast, broccoli, and various grains that can control calories, protein, water, and carbohydrates have also begun to enter the dining table of fitness enthusiasts. The majority of people in the gym exercise regularly and are willing to spend money on healthy recipes, which makes it natural for the primary target of fitness "holding hands" to be dining.

At present, many gyms have launched a fitness+dining model, where members can enjoy discounts when purchasing fitness meals, or simply choose the fitness+dining package.

Catering may be the first love of fitness, but it is not its terminator, let alone its only one. When fitness meets office and entertainment, wonderful chemical reactions can also occur.

There is a gym brand in Chongqing that stands out among the crowd by integrating multiple formats. In addition to a 400 square meter dining area in the venue, white-collar workers are busy with work and often encounter temporary overtime. A meeting room is also set up in the dining area for temporary work; Considering the social needs of white-collar workers in the same circle, a long runway has been set up in the venue to hold fashion shows and parties

For example, Kangbei Fighter Fitness and Life Center has comprehensive living service areas such as water bar area, entertainment area, comprehensive area, combat area, beauty and hairdressing area. It bid farewell to the single service project of traditional gyms and creates a comprehensive service life center model.

In the future, in order to gain a larger piece of cake in the fitness market, it is certain that more fresh gameplay will be revealed in the mode, and there will also be improvements in service from the inside out.

It is no exaggeration to say that the wave of national fitness is coming, and the future fitness market is bound to become even more lively. New things will continue to emerge, and it may only be a matter of time before innovative gyms overturn traditional gyms.