Maintain market share

Keep users exceeded 50 million, with monthly users 1 1 10,000.

2. Maintain financing status

It is worth noting that the C round of financing won the Tencent C+ round of financing in less than one month.

Market background

Consumers of different ages have different demands for fitness: apart from the same reasons for improving their physical fitness, post-70s and post-80s pay attention to relieving stress and effectively preventing sports injuries through scientific and systematic exercise, post-80s pay attention to achieving the effect of fitness shaping through efficient sports content design, and post-90s take exercise as an important part of social interaction, and like to shape their healthy image in social networks through photos and exercise results.

Compared with the gym, the biggest advantage of fitness app is to save time and money, which is a great temptation for fitness enthusiasts who are afraid of into the pit. Life and work are faster, and there is no time to go to the gym. Most people pursue more convenient and quick fitness exercises. Walking and running are the most common sports at present, and the threshold is also the lowest, while social running can let athletes get together and communicate with each other.

product analysis

Product positioning

Product Positioning: Mobile Fitness Instructor

Slogan: self-discipline gives me freedom.

Product development: based on fitness training, build a fitness closed-loop community attribute app.

Functional micro-assembly

A. Cultivation

Functional process:

Interaction design:

From the analysis of the process of the training course, keep's product logic construction is relatively smooth, and the corresponding interaction is carried out from the three stages before, during and after the training. The training pages are adding training, training courses and running (cycling) pages respectively. Click the picture on the left to attend the training and jump to the middle page. It takes three steps for users to enter the real training page. From the product point of view, although the contents of the two pictures include action introduction, punch number, exercise time and difficulty, the first thing users perceive after entering the left picture is to participate in training, without any learning cost. In other words, the middle number guides the user to click to start training and finish punching.

Emotionally, it is the user's decision to click to participate in the training, and the psychological perception brought to the user is voluntary participation. Users often like to pay for their actions, which implies that they have completed their training. In the middle picture, the training begins to further enhance the user's sense of participation, complete the punching, and show how many times the training has stimulated the user. Less frequency is an encouragement to users, which stimulates users' natural psychology of comparison, while more frequency satisfies users' psychology of showing off, vanity, self-affirmation and self-cognition.

There is a warm-up button next to the start of the running page to guide users to warm up and relax their muscles. Instead of running training, even all courses have no warm-up classes. Before other training, users will have two situations: direct training without warm-up and irregular and incomplete warm-up actions. During training, there may be muscle ligament strain, joint injury, and inability to exert strength to the limit (some muscles are not awake), and the user experience is unfriendly. If it is serious, it will cause users discomfort with the app.

B. activity detail page

Keep's action introduction is presented in the form of animation, supplemented by action points, breathing, action feeling, training muscle groups, common mistakes and details to help users intuitively and comprehensively grasp the action core and user scene. 1. Click on the introduction details of each action before training or unfamiliar actions. 2. Check the details of irregular movements in training; But in scene 2, the user is tired of training or needs to click the drop-down button in the upper left corner of the middle picture to return to the training page. During training, the user's finger movement range is limited, and the finger pointing operation during exercise does not conform to the user's habits, which hurts the user experience. Whether the drop-down button on the back can be placed in the lower area has an eye-catching color reminder, which is convenient for users to quickly return to the training page during exercise, reducing action operation and physical consumption, which conforms to Fitz's law. For users, the form of video plus text is clearer and more observable. Live video encourages users to complete training according to standard movements and achieve self-satisfaction. For products, the richness of display content attracts users to view and click on the next action, which increases the number of views and stay time, and increases more possibilities for subsequent content.

C. community

Analyze the user scenario 1. After the training, choose to publish pictures. Keep will provide stickers and filters to beautify the pictures and attract others' attention. 2. Post the news in the concerned groups and topics, or leave a message in other people's news, cheer for them, and share other people's news with a third party. 3. The system will also recommend some selected trends for users to like and share. From the user's point of view, the community is a major feature of keep. Successful users will be praised and encouraged by others, and will work harder to keep their bodies and release more exciting trends. Users with unsatisfactory figure will be stimulated by other users to have the idea that sticking to keep will get a good figure, and guide successful users and users with unsatisfactory figure to form positive feedback. From the product point of view, users can click on the avatar to enter their home page through other people's comments, and conduct operations such as viewing and paying attention to it, forming a closed loop of the community. When canceling publishing dynamics, using bright fonts to further retain and guide users to publish will increase users' sense of community participation and improve users' stickiness. Keep builds a closed loop of people-content-people in the community, enhances the interaction between users, improves users' stickiness to the community and the output of high-quality UGC, and cultivates users' loyalty. At the same time, in the environment of serious community homogenization, we will create differentiated content from competing products to further improve product awareness. From the company's point of view, the activity of community users will precipitate some social relationships (attention, fans). Active users are more loyal to the company's products to produce high-quality content and recognize the company's brand. These users are potential consumers of the mall, and proper operation guidance at the company level will bring great commercial value to the company.

Product architecture

As can be seen from the above analysis, keep is divided into four modules: training, discovery, dynamics and mining. As the core module of keep, training has added functions such as "custom course", "running" and "cycling" on the basis of the existing training courses, which continuously broadens the user scene and attracts more sports users. It is conceivable that the purpose of keep is to let users think from another angle. The discovery module covers a comprehensive content, and the secondary navigation bar includes four small modules: features, training, catering and shopping mall. Among them, the groups, talents, popular videos and popular videos under the characteristics overlap with the "dynamic" module, which leads to the unclear architecture and chaotic experience process.

User growth system

1. Rankings, leaderboards and medals

Set corresponding grades according to training duration, running distance and riding distance; Training duration (total training, running, cycling) is discharged from the friends list; According to the number of running weeks, kilometers, activities, etc. Different medals were lit.

2. entrance

Personal training: training, sending messages and reading private letters; Community: like, comment, collect and share.

export

Grades, medals, activities, lottery tickets

The above is the user growth system of keep. For users, getting a good figure through personal training, getting praise and comments from others and even collecting and sharing publishing status will help to satisfy their sense of accomplishment and encourage users to publish more and better content (namely UGC). At the same time, users will also benefit from the platform (fame, concessions, etc.). ); For products, users' usage can be understood through the user growth system, and users at different levels can be separated to prepare for the subsequent refined operation; For the company, the user growth system not only helps to improve the user's stickiness and loyalty, but also guides the user's output (evaluation, exposure, etc.). ), which helps to bring forth the old and promote consumption, is of great significance to the realization of commercial value of the platform.

Curriculum growth system

The early courses of 1.keep are divided into three categories: reducing fat, shaping and increasing muscle, which are classified and screened from three dimensions: difficulty, equipment and location. The early courses were set up for fitness white, which solved the needs of users with clear fitness goals but no entry, not going to the gym and equipment, and did not need to spend a long time, lowered the fitness threshold and gained a group of seed users.

2. Introduce advanced courses. With the initial results of user training, the training needs will change to more professional and diversified courses. At this time, keep will also get more users, and the courses will continue to increase with the growth of users. Fitness needs will be extended to sporadic fitness, yoga, physical improvement, running, cycling and relaxation, and the scenes involved will be extended from home to outdoor and gym. The course content has been increased to zero-based fat reduction, outdoor running, beginner's introduction, yoga, drip driver course, star course, body building, energetic fat burning, abdominal muscle training, gym, warm-up stretching, massage relaxation, family shaping, strength muscle exercise, running ability improvement, and sports injury prevention and rehabilitation.

3.keep courses are constantly updated with the continuous growth of users, deeply tap the needs of users at different levels, broaden the usage scenarios of users, and set corresponding courses for different scenarios. From the user's point of view, more courses and usage scenarios can be obtained, and different training needs can be met without other apps, which increases the user's stickiness and loyalty; From the product point of view, the course is oriented to more users, which is beneficial to acquire new users, and then tap more users' needs, forming positive feedback between users and the course; From the company's point of view, the increase of fitness courses makes products develop from fitness tools to fitness platforms, forms their own brands among users, stimulates users' consumption, and provides a foundation for the company to build a fitness ecological chain.

Fourth, operational analysis.

Lightweight operation: content matrix+topic operation constitutes keep's lightweight operation system.

Perforation function

Users can punch in after each training, and the content editing window has convenient topic tag insertion function (including the latest and historical topic recommendation), which can synchronize social platforms with one click.

Content planning

Fitness content is divided into many contents according to different dimensions such as training system, KOL, diet structure and life scene. Although the content is large, it requires high professionalism and systematicness. On the official account of WeChat WeChat, Keep has more than ten normal rotation columns such as "activities, questions and answers, welfare, sharing, classes, recipes", and the focus pictures of the columns are unified in style.

Weibo topic

In Weibo, normal topics have different content systems, such as "# Keep the class #, # Keep healthy #, # Keep the questions and answers #, # Keep talking #". Content professionalism, freshness and standardization have reached high standards.

Combining hot spots and festivals, let users participate in activity topics through the APP community or Weibo, and send out prizes. There is a unified theme in the topic form, and there is also a topic home page on Weibo, and there is also a chance to be on the hot topic list.

Activities and themes

Many activities of Keep are combined with the topic function of the community and Weibo, which accords with the content matrix of spreading potential energy.

20 15.6.26-7.20, combined with the variety show "Real Men", the activity of # Challenge Men # was launched, and the training punch was completed through Keep, adding the topic of # Challenge Men #. According to the number of consecutive punching days, you can participate in different lottery activities. Forwarding the Weibo Lottery.

On 20 15.9.25- 10.8, during the national day, users completed the Keep training clock-in, added the topic # Take Keep to Travel #, took a fitness photo of 1, and selected the prize with the most praises and calories.

Promotion process

A.QQ group, Baidu Post Bar and Douban group are all gathering places for deeply interested users. In QQ group, because everyone is equal, we can directly use the method of connection promotion. Post bars and groups are more suitable for publishing valuable content articles to attract users' attention and guide topics at an appropriate time.

B.SEO search promotion

C. User operation: keep abreast of high-concentration groups such as college students for user operation. Usually, one person will drive many users around the dormitory to join.

D. Social network communication: It is said that some members of the entrepreneurial team have worked in Netease, so they are well versed in news communication.

E. The operation of professional list is the best entrance for diversion, such as APP Store, App Store and Android Market.

To sum up, keep operation can be divided into the following stages: 1. Get users early, and appear in front of users as much as possible in Zhihu, Weibo and other channels to gain a sense of existence. 2. Cultivate seed users, attract fitness-loving and social-loving users in the official WeChat account and the columns set up by Weibo's professional topics, and spread news for social networks. 3. Improve user activity, whether it is community operation, Weibo topic, online and offline sports, the purpose is to increase the precipitation of social relations, thus enhancing the user's stickiness. 4. Improve the conversion rate. The ultimate goal of the previous items is to complete the corresponding transformation, so as to achieve profitability.

Analysis of profit model

Advertising: Advertising is a direct way to realize many apps, but the way in which advertisements appear is very important, otherwise it will hurt the user experience. The advertisement of fitness App can only get a good conversion rate within the scope of not deviating from the sports theme, and it will also affect the user experience.

E-commerce: launch sports equipment, men's and women's clothes and nutritional granules related to fitness; Keep's cooperative brands include Adidas, Puma and other sports brands. In addition, there are hardware brands such as Misfit and Mo Smart Scale. But keep is committed to building its own brand, and most of the products displayed are its own brand products.

Possible profit model in the future

A. upstream resource holders

A, establish an integral system, and exchange points for goods in the mall;

B. Complete activities or win corresponding product coupons to improve the conversion rate.

C. Combine food with shopping malls and take-away, and cooperate with food programs to expand the user base.

D. Cooperate with the offline gym for drainage by giving away points, coupons, activity lists, etc.

E. Invite fitness instructors to enter the platform and provide high-quality content.

B. Downstream users

Constantly broaden the user's usage scenarios and deeply explore the needs of users at different levels.

To sum up, Keep has completed five rounds of financing since it was officially launched, and the functions of running, cycling and e-commerce have been officially transformed into a sports platform. From the course point of view, keep is constantly expanding hierarchical users and training scenarios; From the perspective of community, keep encourages users to produce high-quality content, opens up internal test places and event awards, and improves users' brand dependence; From the point of view of shopping malls, keep is building its own sports brand and seeking users' recognition of the brand. To sum up, keep will integrate upstream resources and downstream users, build a fitness ecosystem and establish the brand image of keep in the future, which is expected to become a mobile fitness giant.