June 17 news, the world's largest gym chain 24-hour fitness filed for bankruptcy protection, announced the permanent closure of 100 gyms, and mass layoffs. Under the epidemic, domestic gyms are also struggling. According to industry insiders, more than 3,000 gyms have not been spared from the epidemic.
The gym business is difficult, but the fitness meal is good:
Also in June of 17, the super deer team, a fitness and fat-reducing meal brand that just completed the first round of financing120,000 yuan, launched the brand code LU, which increased by 257% on the first day.
The Super Deer team, which has developed 400 stores nationwide, raised funds against the trend and joined the industrial blockchain camp, releasing the signal that fitness meals have entered a new era of brand chain development.
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The essence of business is to release human nature.
In the field of catering, there is a paradox of human nature that has been moving forward in "shooting". In order to release this one, we must imprison the other one:
One is "gluttony", and eating only can't live up to it;
One is "want to be thin", fat people want to be thin, and thin people want to be thin.
Whoever can release the desire of "gluttony" and "thin" rooted in the depths of human nature at the same time can achieve commercial success, and fitness and fat-reducing meals are the commercial species under this demand.
Because of the deep-rooted human nature, there are many athletes and countless pairs of eyes on the track of fitness and fat-reducing meals. The scale in 20 19 was nearly 200 billion, and it is expected to exceed 400 billion in 2023. However, the inherent contradiction of this category makes all players "dance in chains", and there are very few branded and large-scale enterprises.
Recently, the brand "Super Deer Team" announced the completion of the first round of financing120,000 yuan (led by mainland foodies and followed by Youbeidi Foundation), which injected new vitality into the depressed healthy food industry.
Different from the healthy meal brand invested by "idea" a few years ago, Super Deer Team has developed for more than four years, and has opened more than 400 chain stores in 150 provinces and cities nationwide, which is an "experience" brand.
The Super Deer Team, which started in Nanjing, has opened more than 400 chain stores in China.
In addition, the Super Deer team jointly founded the national enzyme industry standard fitness beverage brand "Three Awakenings in the United States and Japan" and settled in the "Deer Powder Community"-a self-governing community of mutual assistance and mutual assistance composed of "stress-free weight loss" groups.
"Deer Powder Community" is designed with blockchain economic model, connecting slimming demanders, experience holders, professionals and slimming product suppliers on one platform, and plans to build the community into the largest slimming diet ecological community in China in three years, so that 6,543,800 people can realize their slimming dreams and 6,543,800 people can benefit from slimming diet ecology.
LU is a community brand code initiated by "Deer Powder Community" based on the Ethereum 20 protocol, with a total distribution of 65.438+billion pieces, of which 60% is used for community excavation, 20% is distributed to early contribution fans, 654.38+05% is awarded to community operation team, and 5% is used for community cold start contribution award.
In the consumer market, merchants are always willing to move closer to the traffic gathering place. "Deer Powder Community" has attracted many brands' consultation. The community team will introduce high-quality brands and launch high-quality slimming products at different stages according to the intention of community fans.
In the "deer powder community", land is a community pass, and almost all consumption payments need to be completed through land. With the expansion of Super Deer Team's business scale and the growth of operational efficiency, every fan in Deer Powder Community will gain more value benefits by holding Lu. This will encourage fans to take the initiative to contribute more to the development of the Super Deer team. In this way, the Super Deer team and fans will form the same interests and enjoy the benefits of brand development.
The brand-new value concept and business model have brought great imagination to the Super Deer team. 17 June, 10: 30, the brand code LU was officially registered in EAT, the brand value circulation platform of the catering industry. Fan, the cumulative increase on the first day was 257%.
What supports Lu's price increase is the 100 billion-scale diet market behind it, a huge community user base, and the innovative gameplay of "blockchain+diet".
Lou is online. Eat it. Fan was optimistic on the first day.
For the industry trend of healthy meals, Mu Zilong, the founder of Super Deer Team, believes that the health industry related to slimming in the future will be a new investment outlet.
The Fifth Plenary Session of 20 19 proposed to promote healthy China to the national strategic level. According to the relevant national planning, the compound annual growth rate of China's big health industry is about 12.55% from 20/kloc-0 to 9-2023. In 2020, the theme activity of "Healthy China" will bring a market scale of 10 trillion yuan to the big health industry. It will exceed 16 trillion in 2030.
Not only stepped on the cusp of the big health trend, Mu Zilong revealed that the financing was obtained this time because the Super Deer team joined the industrial blockchain camp and will continue to attract a large number of slimming users by using the blockchain decentralization concept and credible digital ecological technology.
The reason for this design is that "slimming" is almost the same potential demand for everyone.
The first is the needs of obese people:
As a "civilized disease" in modern society, obesity is still on the rise for a long time. Data show that in 20 19 years, the number of obese people in China exceeded 250 million, and the detection rate of obesity has exceeded 10%. The proportion of obese children in urban primary and secondary schools has exceeded 20%, and the number of overweight adults in urban areas has approached 40%.
Secondly, the needs of people who are not fat:
Losing weight is not only a lifelong career for women, but also an eternal topic for young people.
The data shows that 95% of women are eager to lose weight, and the proportion of men who are eager to lose weight is as high as 70%. After 00, their awareness of losing weight is getting stronger and stronger.
In terms of age distribution, the National Bureau of Statistics shows that there are 228 million people born in 1980s, 654.38+74 million people born in 1990s, 654.38+47 million people born in 00s, and 440 million potential consumers of healthy meals.
Market size of functional diet food
It is estimated that it will exceed 400 billion yuan in 2023.
The best business model is to satisfy human nature. In the face of "inexhaustible fat", healthy meals seem to have inexhaustible money.
According to the consumption data of the past year, Tmall released the six annual food trends in 2020 at 65438 on February 27th last year: one-person food, fitness meal, tonic, origin, cross-border products and lazy fast food.
According to a research report of Ai Media Data Center, the market size of functional diet food in China reached194.53 billion yuan in 2065.438+09.9%, and it is expected to grow to 402.08 billion yuan in 2023, with a compound annual growth rate of 65.438+09.9%.
There are many snatchers in healthy meals, but the big fish are not big enough.
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"Even if nothing is done, there will be more and more people exercising in China, and the demand will become stronger and stronger." Qian, the founder of Lemon Awakening, believes that healthy meal companies have enjoyed the dividend of the fitness industry.
The slimming industry has a large number of intentional consumer groups and a broad market, attracting a large number of healthy meal entrepreneurs to join.
Everyone has different names, some are called "fitness meal" and "fat-reducing meal"; Some are called "light food" and "light body meal"; Others are called "nutritious meals". But the same thing is that they all emphasize fresh ingredients, scientific proportion and calorie control, which is collectively called "healthy meal" in this paper.
According to the big data report on light food consumption released by Meituan Takeaway in June 20 19, the number of "light food" merchants increased by 1 19.8% in 2065 438+09, and the number of "light food" orders exceeded 26.62 million, up by 65438.
Light food, diet meal, diet meal and healthy meal are the four key words, and the search volume in Meituan APP has exploded, increasing by 235.8%, 200.6%, 186.4% and 1 16.0% respectively.
20 18 growth of young food market
In this category, brands with different scales and characteristics have emerged, such as New Elements, Wagas, Dasha World, Lascivious Salad, Pure yue life, Lemon Awakening, Food Enlightenment Training, Sharp Food, Seven Eating and Three Practicing.
On the whole, the brands of healthy meals are mostly concentrated in first-tier cities such as Beijing, Guangzhou and Shenzhen. Strictly speaking, New Element and Wagas are comprehensive restaurants with the concept of healthy diet. Most of the single brands that focus on healthy meals are still troubled by the pain points in the early stage of category development, mainly in several aspects:
1. Taste design is anti-human: in order to maintain low fat, low calorie and nutrition, healthy meals should not be deeply processed, and should be lightly seasoned as far as possible. Cooking methods are mostly boiling, steaming, roasting, or simply raw. Compared with crayfish, barbecue, spicy hot pot and so on. Healthy meals are tasteless, so it is difficult for people to think about the next meal after eating this one.
2. The overall unit price of customers is high: scientific proportion is the threshold of healthy meal industry, and the highest cost is ingredients. Behind the failure of healthy meal enterprises to develop on a large scale is the fragmentation of the supply chain, which is manifested in the terminal, that is, the unit price of fitness meals is high, basically starting in 30 yuan, and the high-speed line is around 200 yuan.
3. The demand is relatively scattered: Although health is the demand of the whole people, the target group of healthy meals is vague and scattered compared with the daily catering that just needs high frequency. Just like beauty is the same demand, but we don't know who has a medical beauty plan. It is hard to find people who decide to replace daily meals with healthy meals. Even if they get it, they will only spend it in stages.
4. The effect is long-term: the adjustment of eating habits, or a healthy diet, takes a cycle to see the effect. This is also why many brands sell weekly and monthly packages, and most consumers have no determination or objective conditions to eat healthy meals for more than a week-it is easy to be interrupted by entertainment and dinner. In addition, the periodic package increases the cost of consumption decision-making, and the consumer groups also decline.
5. Professionalism is questioned: the simpler it is, the harder it is to do. Healthy diet involves many nutrition collocation problems. In order to cater to consumers' desire for thinness but pursuit of taste, there are long-standing chaos in the healthy meal market, such as exaggerated packaging, greasy ingredients, lack of nutrition and exaggerated efficacy. The whole health food market is mixed, and its professionalism is questioned.
Therefore, there are many pioneers of healthy meals and many contestants, but few have succeeded.
The industry is shuffling at the pain point, and the big fish will jump out of the water.
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Whether it is the development scale of 400 stores in four years or the unique concept, the Super Deer team is giving a new answer sheet, providing a new development paradigm for healthy eating.
We might as well compare the current pain points of the health food industry one by one:
1. Taste changes from single to rich:
Nature and genes determine that human beings like food with better taste. Mu Zilong believes that health and taste are not irreconcilable. Super Deer team has developed more than 100 kinds of fitness meals, including light crushed fruit and vegetable juice series, muscle vitality bowl series, super cold noodles series, fat-reducing shaping series, plastic salad series and low GI spinach roll series.
Chaoneng Lu Zhan Shrimp Vitality Bowl
Strive to get rid of the inertia of "healthy meals are almost the same" and provide consumers with spicy, sour and spicy, western-style, Thai and other 17 flavors. And each product is accurately labeled with nutrients, taking into account both delicious and scientific.
This can also be seen in consumer evaluation.
2. The unit price is 25 ~ 35 yuan:
Price is becoming a resistance to the scale of health food industry. In Muzilong's view, the development trend of fitness meals at civilian prices is much better than that at high prices. So the price of Super Deer products ranges from 25 yuan to 35 yuan. In the future, with more stores, its supply chain bargaining power will be stronger, and it can cut costs by scale and give more competitive terminal prices.
3. Combine the gym to attract customers:
According to the data of Euromonitor International Consulting, from 20 14 to 20 16, the number of gyms in China increased steadily by about 3%. There is no strict timeline for the rise of healthy meals, but what is certain is that it comes with the trend of fitness consumption, and the fitness crowd and healthy meal consumers have a high degree of overlap.
Mu Zilong, who entered the fitness industry in 2006, once ran more than 100 gyms. The reason why he was able to rapidly expand the Super Deer Team Store was because he grasped the combination of gyms and meals.
In his view, many gyms are losing money, and the water bar leisure area has no production capacity, but it still takes up one or two service manpower. If you change it into a restaurant, you can not only provide value-added services for members, but also deliver food and take-away. The leisure area of water bar will change from a cost center to a profit center.
At present, 30% of Super Deer's stores are joint ventures in gyms. Mu Zilong said that there are currently 200,000 gyms and clubs in China. If 1 out of every 20 gyms introduce Super Deer Team, it will be 1 1,000 potential stores.
4. The main theme is "losing 7 days":
Mu Zilong observed that less than 1% of the fitness crowd really lost weight, while a follow-up survey of 300,000 people by the University of London in the United Kingdom showed that less than 1/200 people successfully lost weight through exercise. At the same time, few people can insist on going to the gym to exercise, and the cost of money and time is high. In contrast, "three-point practice and seven-point eating" and diet slimming can achieve better results than fitness.
In the product cycle, the Super Deer team didn't just strengthen the packaging, but just played the product slogan "Every seven days, the more you eat, the thinner you get", which was the research and development result after 1600 athletes participated in the product test.
5. Professional team to ensure professionalism:
In contrast, consumers who have no fitness habits do not have a deep understanding of healthy meals. Ingredients, cost performance, sensory professionalism, etc. Will affect their choice of healthy diet.
This determines that making healthy meals requires not only the experience of catering, but also the foundation of nutrition, physiology and biochemistry.
"Specialty is the threshold of this form of sustainable development." Therefore, Muzilong integrated his accumulated resources in the fitness industry, hired full-time IFBB nutrition instructors from top international nutrition institutions to develop fitness meals, and recruited 1600 athletes to participate in the experiment. Mu Zilong said that there are no more than 10 IFBB professional tutors in the country, including four hired by the Super Deer team.
6. Diversified product layout:
Compared with the relatively single product line of traditional healthy meals, the business of Super Deer Team has diversified and achieved multi-scene coverage:
In addition, the Super Deer team joined the blockchain of the new era of value Internet, which made the brand value interconnected and freely flowed among users, and also injected new blood into the healthy meal track.
Super Deer Team connects high-viscosity consumers, franchisees and brands through brand code LU, forming the same interests and promoting brand development. This brand-new business philosophy will surely give wings to brand development.
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The pain point of every industry is the opportunity for enterprises to survive and develop.
The emergence of every new trend hides the password of social change.
Like what happens in all emerging industries, the health food industry is undergoing a reshuffle under various pain points, and perhaps the big fish is about to jump out of the water.
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Coordinating, Liu Xiaohong, editing, elegant and charming.