A few scene fitness pictures on the keep login page are vigorous and sexy. There are also four touching words: "standardize your training process, accompany you to take the first step of running, share your sexy after sweating, and record your fitness data at all times."
People who seldom exercise or have no systematic scientific training should be attracted by these pictures and four sentences in an instant, and then become enthusiastic fans of this fitness-oriented mobile fitness application.
In less than a year and a half, keep has more than 40 million users, and it has successfully taken the upper position with a near-perfect attitude, becoming one of the most successful applications in 2C field.
Because of natural or acquired reasons, it is difficult for most people to have a perfect body. However, if you embark on a correct and continuous fitness road, you have a great chance to shape a better figure, even close to perfection.
After reading the above pictures, we will not only envy, but also think or think of the hardships on the road to a better figure, and even think that this is an insurmountable gap. However, the clever keep used a very clever strategy to quickly defeat the psychological defense line that users are still unwilling and eager for a perfect body.
I think keep captures the weakness of human nature very accurately. For example, it will use the word "norm" to tell you that fitness has standards and norms, which means that all your previous efforts and efforts may be ineffective. On the one hand, it can shield unprofessional competitors in the market, on the other hand, it can establish a professional fitness platform image for users. At the same time, it seems to be saying to users: Come to me if you want to exercise; In addition, a person's road to fitness is actually very difficult and lonely, and it is difficult for ordinary people to stick to it, so playing this gentle emotional card of "companionship" will win the recognition of users and narrow the distance with users; What is the essential purpose of fitness? Of course, it is to become a star in the crowd and a shining minority. Everyone wants the outside world to see better or the best of themselves, and keep grasps the key word "sharing"; Needless to say, "sexy"; The word "whole journey" sends a good signal to users. Fitness is not only a difficult process, but also a way to start and end. You should stick to it, not give up halfway. Therefore, from the key words of "standardization, companionship, sharing, sexiness, and whole journey", we can see that keep not only understands human nature, but also poses a sincere gesture of "I will accompany you all the way" to users, and it is difficult to succeed.
For the success of keep, I turned a train of thought and summarized it as follows:
1. Strong market demand
Since the birth of the earth 4.5 billion years ago, human beings have never been so eager for their perfect figure. In the distant primitive tribal period, people's understanding of beauty only stayed at the level of fig leaf. Later, people began to wear clothes and ornaments gradually. At that time, the flow of light stopped in the prosperous Tang Dynasty thousands of years ago, represented by Yang Guifei's robust fullness, which became people's new orientation and pursuit of a good figure.
Nowadays, busy people's pursuit of beauty is no longer satisfied with the external glamour and endless luxury of accessories. Because all superficial efforts, even if you dress beautifully, can't hide the ugliness of your body. Even beggars on the street may look better than us after some careful dressing. Therefore, if you want to stand out in the beautiful world, you must lock the goal of pursuing beauty in shaping your better figure.
2. Clear self-positioning
The market demand is obvious, and it is quite extensive and intense. However, how to connect products with requirements is a problem. Personally, the key point lies in the product itself, that is, a clear self-positioning.
Keep's positioning is clear: a mobile fitness tool App focusing on fitness. The company was born for this positioning, as can be seen from the name "calorie". There is no doubt that in the field of fitness, the gene of keep is very pure. Keep's ability to capture human nature has been mentioned above, and it can be seen from its keywords in positioning.
3. Professional continuous PGC
The success of an application is not just the momentum of the media. In particular, professional and scientific fitness requires a lot of energy to focus on continuous high-quality PGC. Obviously keep has not let the market and users down.
Keep has three core modules: curriculum, community and curriculum experience. The course is unique and purposeful. It divides the goal of fitness course into three parts: reducing fat, shaping and gaining muscle. And the training difficulty is only K 1, K2, K3. Keep also provides different training dimensions such as cycle to provide users with more flexible choices.
Courses are divided into different categories.
Every fitness class has a very simple and professional video, and the teaching mode is quite eye-catching.
4. Vertical social platform
In order to encourage users to carry out fitness to the end and share the fun of communicating fitness, keep has built itself into a vertical fitness social platform. Users can not only share their fitness experience and figure display online, but also gather their fans and become super network celebrities in the fitness field.
Every time a user completes a fitness class, he can share it with friends and get praises and comments from relatives and friends. The big v's are sitting on the fans' screens. There are more and more fans of Big V, and encouragement and envy continue, which is the greatest reward for their spirit.
It's time to make a short summary here. For keep, these factors such as demand, positioning, PGC and platform only cast a solid foundation. What really promotes its success is that it takes "standardization, companionship, sharing, sexiness and whole process" as the key words and makes the most appropriate interpretation of fitness.