From Wuzhen's successful and unique business model, we can see the differentiated experience of super orangutans.
The success of Wuzhen always revolves around one basic point: experience.
Differences form obstacles to competition. Why did Wuzhen succeed?
Two points:
First, innovation;
Second, work hard.
These two points always revolve around one goal-to be a different Wuzhen. Jiao Youlu once said: Don't chew other people's buns. Don't repeat other people's stories, don't imitate other people's success.
The success of Wuzhen always revolves around an experience-different good. In similar ancient towns, Wuzhen always lets tourists experience different surprises and beauties. Start with the details, pay attention to the overall operation, macro design, and implement the details.
From Wuzhen's successful and unique business model, we can see the differentiated experience of super orangutans.
Super orangutan, providing fitness group products through retail, creating a characteristic chain gym brand with pay-per-view, no annual card, refusal to promote and WeChat reservation. Super orangutan transformed the traditional free group exercise mode in the gym into a retail pay-per-view group class. It advocates a "convenient and quick" fitness mode, and some shops don't have showers.
First, manufacturing differences: create your own unique difference advantages with the concept of "different", so as to win the marginal profit higher than the industry.
1, charge according to this if you don't apply for an annual card.
The model is different from the traditional gym, mainly promoting fitness cards. The gym bet that you won't come to the gym, and you bet that the gym won't close down. The average monthly activation rate of traditional gyms is below 10%. However, the super orangutan does not apply for an annual card, but pays a single fee, which greatly reduces the entry threshold for new users and makes users pay more attention to the teaching content and experience of a single course. This will win a larger repurchase rate.
2, group class, pay attention to experience
First of all, the user positioning of super orangutans is mainly aimed at first-and second-tier cities, young and energetic middle class around the age of 30, mainly set in the core business circle to serve white-collar office workers. Secondly, in the course content, compared with the traditional gym equipment fitness, the super orangutan group aerobics class emphasizes the sense of experience, which is more interesting and interactive. In addition to meeting people with fixed fitness needs, they can also meet new users who don't understand fitness equipment and users with poor self-control, and are more likely to be infected and encouraged by the atmosphere in the group class. The overall experience of this user is great.
Second, insight: with keen "insight", pay attention to customer feelings and create more surprises and touches.
Many people do fitness cards not for fitness, but for beauty, thinness and good figure. Traditional gyms provide more fitness equipment and equipment, but the atmosphere of group class is much better and more attractive than the guidance of coaches and individual training. However, many people will not go for a long time after completing the fitness card. This has created new feelings and needs of users.
The purpose of traditional gym users is: first, the card fee is high, and second, the super orangutan just saw this, providing first-class fitness instructors and group classes, so that every user can get guidance and the overall atmosphere can be pulled.
Insight into user needs, constantly transform products and experience processes, and regard experience as the core driving force of the company. Do a good job in user experience Super Orangutan has created three standardization: hardware standardization, curriculum standardization and experience standardization;
1. Quality resources: Good coach is good content. Through strict selection, we will create high-quality teachers, seek real recognition of this profession, have professional experience and skills, and love this industry very much. Coach is the main guarantee of service quality, course effect and user experience.
2. A good course should be not only effective, but also interesting; Through insight into user groups, positioning standard and rich courses, we can create courses that users love and experience well.
3. Details and iteration: With consistent "details" control and "system management and process management" as means, an iterative mechanism for continuous quality improvement is established.
Traditional gyms, through a lot of push, constantly push users to do cards and teach privately, so that new users, users who can't use fitness equipment, feel that the experience is very poor. Super orangutans improve brand awareness through group classes, light equipment and good word of mouth. By providing high-quality resources, delivering high-quality experiences, attracting more paying users and forming a growth flywheel.
Fourth, cultural implantation: linking the hearts of ordinary life with the power of art; Establish an infectious marketing experience.
1, a brand character of enthusiasm, vitality and perseverance.
Super orangutans convey warmth, vitality and perseverance to users through courses and coaches. This is the unified label of the super gorilla coach and its brand personality. Warmth is kindness. Have you considered the problem from the user's point of view and done good deeds? Vitality conveys the coach's state. Perseverance is the most important thing that affects yourself and users, and it is also the spiritual foundation that makes users feel trustworthy.
2. Fitness itself is a way of life.
Many super orangutan coaches didn't start with this major. They may come from investment institutions or planners. They want to be a coach, not as a job, but as a way to spread their life ideas. Super orangutans spread this culture through coaches.
3. Values of fairness, justice and honesty.
All great companies believe in the same body.
The most effective way to manage people is faith. Whether it is Haidilao, Huawei or Alibaba, they all have a very clear vision, mission and values, and rely on the belief system to unite knowledge, spirit and people's hearts. Through the mission of "influencing more people's fitness", super orangutans create different fitness experiences with appeal and enthusiasm.