Keep, as a social fitness app, was launched in the appStore in February, 20 15, and in July, 20 18, it was announced that it had completed the D-round financing of $654.38+27 million. In just over three years, it has maintained a high-speed growth mode and attracted a large number of loyal fitness users with its high-quality fitness course content. At present, the number of registered users has reached 100 million, which is in the domestic fitness app.
15 the national fitness plan was put forward by the government, and exercise and fitness became the first of the national strategies. The awareness of national exercise and fitness has awakened, and the proportion of people participating in sports has increased. In addition, people pay more and more attention to their health, and exercise and fitness have become a part of many people's lives. Managing exercise and fitness habits through App records is the general trend of the whole social life.
The data shows that 70.8% of fitness users have heard of sports big data analysis related services, and 69% of users said they would use them frequently. At present, sports big data services are still developing at a high speed, and more mature technologies will be applied to fitness apps in the future.
Because there are various data records, the more times the exercise fitness app is used, the more sticky the user is, attracting users to use it more frequently. However, at present, the average usage time of domestic users is short, about 1 hour per day. For fitness apps, how to make users get better exercise effect in a limited time is very important.
It can be seen that in recent months, the monthly activity of the sports app has reached a relatively stable state, with a monthly activity of around 70 million, which may be due to seasonal changes. Winter is not suitable for sports, but people who love sports.
Keep registered users have reached more than 65.438+0.5 billion, but the monthly activity is only 8.977 million, accounting for only about 6%. Compared with the above figure, the activity of 20 18Q 1 sports app is about 60 million, which shows that the market of keep is still very broad. The problem faced by Keep faces in this market is how to turn massive users into sticky users and get them.
Keep has been focusing on providing high-quality, systematic sports and fitness courses from online to now, and is committed to providing fitness teaching, running, cycling, making friends, fitness diet guidance, equipment purchase and other functions, trying to solve the pain points of users in sports and fitness, and relying on a strong user base, it has begun to develop Keepland offline business and is committed to developing into a more convenient "one-stop sports service".
As can be seen from the figure, the proportion of women is relatively large, accounting for 56.76%. Keep, as an app that can provide fitness courses at any time, satisfies the psychology that some women want to be beautiful without going out to exercise. Men may be more willing to go to the gym for strength training, so it is speculated that the proportion of women is higher.
19 ~ 45 years old accounted for more than 90%. Considering the people who exercise and live in offline gyms, this age distribution is basically consistent with the offline distribution, and the people who have the most exercise needs and experience are 26-35 years old.
From the figure, the user base of first-and second-tier cities is relatively large, indicating that people living in first-and second-tier cities pay more attention to their health and are willing to spend time on management.
As the number one social app, keep's active time should be close to the whole, with two peaks-165438+ 0: 00 am-65438+3: 00 pm, 65438+8: 00 pm-22: 00 pm, of which 265438+ 0: 00 am. However, it is impossible for most users to exercise all the time during working hours, which shows that the social module in the core positioning of "mobile fitness tool with social attributes" created by keep is also very successful.
Different from traditional gymnasiums, users have no fixed place and time to use keep for fitness, and they don't necessarily need equipment and auxiliary tools in the courses around them. Moreover, different users have different needs for courses and fitness purposes, which requires higher richness of courses. It can be inferred that the possible situation is:
1) Too fat, want to lose weight.
2) I am too thin and want to gain muscle.
3) Want to shape
4) The gym is too expensive.
5) No time to go to the gym.
6) I like the yoga mat in the course. ...
7) practice three points and eat seven points, and I don't know how to eat.
8) Under the app, there is no motivation to practice.
9) I don't know what to practice
10)? I want someone to practice or supervise with me.
1 1)? ……
To sum up, it is about all the questions you want to exercise.
According to the above usage scenario analysis and incomplete business process, the requirements are as follows:
1) Classification of various courses: fat loss, muscle gain, shaping, stretching, running, fragmentation training, hit, etc.
2) Develop training courses according to physical fitness indicators.
3) Recommend fitness recipes
4) Keep the brand mall for sale.
5) The community module trains or consults the great gods on the problems they encounter.
6) Release the dynamic retainer to help guide.
7) Participate in punch selection activities.
8)……
The two most important cores of keep are "course" and "socialization". The "course" was released after the research of the Keep platform. What the app has to do is to ensure the visibility and fluency of the video. However, the module of "socialization" must give users a good experience, which should not only guide users to socialize, but also make users disgusted. Otherwise, the most basic attribute of keep, a fitness tool, can easily lead to the loss of users. When designing products to attract users to socialize and improve user satisfaction, we must grasp the whole process.
Keep mainly adopts tag navigation design to facilitate users to find the current entrance position, which is divided into four categories: sports, discovery, community and me. However, due to the wide coverage of Keep, for the convenience of users' search, the head navigation bar classification (except "I") is added to each label.
Although each label is classified, users may still get lost because of too much information in the process of using it. Therefore, the app should try to link to the functions that users want when they need it, such as the "publish dynamic" function. Considering the scenarios that users may encounter when using the app, the function should be placed in different scenarios to enhance the user experience. For keep, it is more important to analyze user behavior and improve user experience.
Keep has been iterating rapidly since it was launched on February 4, 20 15, and basically it will complete an iteration in half a month to a month. Here, I choose important iteration points from each version to show.
As can be seen from the iterative path, keep has positioned itself as a fitness app with social attributes from the beginning, focusing on creating a good social experience and course optimization. The vertical development of the course involves running, walking, yoga and other fitness fields. At the same time, through the collection and processing of users' multi-dimensional sports data, we use big data analysis to formulate more scientific guidance courses for users, which makes users' stickiness increase continuously. In the social direction, keep lowered the threshold of publishing dynamics after opening the community, constantly optimized the problems encountered in the process of publishing dynamics, analyzed every step, and reduced the loss of users when publishing dynamics. There are more and more contents in the community, attracting more users to enter the community.
Keep doesn't stop at socializing and fitness. In version v3.0.0, we started the road of e-commerce, transforming from sports tools to platforms, hoping to solve users' sports problems in one stop. However, we did not vigorously develop on the road of e-commerce, but opened the offline keepland.
This module is divided into "course topics" and "all yoga exercises", but when I first started practicing keep yoga, I was very confused. Where should yoga be practiced and how should it be introduced? For fitness, you can choose something that suits your strength, but for yoga, if you don't pay attention to the acceptance and basic details of the body, it is easy to cause physical damage.
In the special course, although it is an introduction to yoga, it is not really an introduction, and there is no detailed explanation of poses. Therefore, it is suggested that yoga can be more detailed in this module, and yoga pose explanation courses can be added, which will be more helpful for later training.
For example, I want to practice the dog pose well, but I still can't do it well according to the course guidance on keep, so I searched on keep and found related topics. But here, the breeder can either get the answer officially from the internet or actually do not do it very well, which has caused a very tangled problem. There is a problem, but it can't be solved. There are too many messages that initiate topics to filter effectively. Many breeders just answer questions.
It is suggested that keep can provide a question-and-answer function, which is similar to a simplified version of answering questions, so as to benefit both the questioner and the respondent and solve the problems encountered by users.
Keep's socialization can be said to be very successful. After the user punches in the course, the app will automatically jump to the community module to guide the user into the social area.
What kind of trends and gods will Keep recommend to you based on big data analysis? Everyone is lazy, and the biggest obstacle to fitness is laziness. But at this time, the trend recommended by Keep is standard movements, perfect figure, 90 points. You are still exercising so hard. You said you were lazy. Is there a reason?
This is keep's incentive system, which is very good. Brush for an hour often, guide users to be in line with the great god, exercise harder to output, and increase community activity.
Officials often send out some topics, such as # beating time with sweat to guide users to produce content. At the same time, most of the selected people in the world have undergone great changes in their bodies, which can especially stimulate users and convey to them a kind of "I can become a sexual person as long as I practice", which always stimulates users.
But at the same time, users will inevitably have questions during the exercise, and the problems I mentioned above will not be solved.
Keep has stood out and stood out among many apps. Although there are still some problems, it has been very successful at this stage. Relying on a loyal user base, we will vigorously develop offline keepland and exercise restraint in e-commerce. Has gradually developed into a brand, looking forward to keep shine.