The development of several fitness models is rapidly educating the market. Online fitness courses and 24-hour self-help fitness, represented by Keep and Leke, shorten the decision-making cycle of users, thus greatly lowering the fitness threshold. Group fitness represented by super orangutans aims at users' fashionable fitness community atmosphere and sensory experience. Behind the rapid growth of fitness population in China, a large part of it benefits from the rapid offline distribution and market education of Internet gyms.
But on the other hand, these main directions are not aimed at fitness effects. The user's fitness needs for pursuing effects are still beyond the reach of Internet gyms. "Ze Extreme Sports Station", a fitness method equipped with electric pulses, can exercise all parts of the body for 20 minutes at a time. It may be one of the fitness modes that meet the low threshold demand, psychological demand and fitness effect at the same time.
Ze's fitness mode, through wearing EMS muscle electrical stimulation equipment, under the guidance of a fitness coach with aerobic and anaerobic movements, achieves the purpose of training muscle groups in all parts of the body at the same time. Its core is that the function of electric pulse not only strengthens the effect of fitness, but also exercises the muscles of all parts, thus greatly shortening the fitness time as a whole. According to the official statement, 20 minutes of fitness is equivalent to 3-4 hours of regular fitness.
This kind of fitness only needs one piece of equipment and one set of EMS equipment, and the requirements for the venue area are also low. The standardized "Ze Extreme Sports Station" is equipped with two equipments and five coaches, and the venue is 100 square meters, which can realize full-time business. Users purchase through monthly cards and make online reservations. The individual price ranges from 300 to 400, and the store is equipped with lockers and showers. From the point of view of single store model, it may be a business model with stronger replication ability than 24-hour gym.
Zejisu sports station
Electric pulse fitness mode is not brand-new. Xbody, which was introduced earlier in China, also adopts the fitness principle of electric pulse technology. Medical physiotherapy equipment often uses electromyography to help patients with automatic rehabilitation training. Therefore, the promotion of this fitness business model in China focuses on market demand, large-scale replication and homogeneous competitive advantage.
Market demand is the biggest risk when new fitness products are launched. Zou Xin, president of Puyi Sports, told 36Kr that Ze's fitness products have been recognized by European and American markets. Zee introduced Miha Bodytec, with a German brand share of 80%. At present, Miha is used by nearly 65,438+0,000 institutions in Germany. Compared with the domestic market, due to the increase of domestic Internet fitness crowd in recent two years, the acceptance of new products by the whole fitness users has been greatly improved, and the promotion of various intelligent fitness equipment is a signal.
"Miha Bodytec has a history of more than 8 years in Germany and has been demonstrated in terms of safety and practicality. Compared with domestic users who have spending power but have no time to exercise, Ze may be a good supplement. " Zou Xin told 36Kr.
Not only from the market demand, but also from the large-scale replication ability of a single store, Ze may be a storefront form with stronger replication ability than a 24-hour gym. Two machines-100 square meters-five coaches, and the structure of a single store is relatively clear. The cost of the standard store mainly comes from the land rent and the labor cost of two machines, which is lower than other gym models and has a larger customer capacity. According to Zou Xin, if each user has 20 minutes of exercise time, a single device can be used by five users every day to make ends meet. From the floor effect, this model can be the ultimate.
German equipment and course hardware introduced by Zee are not high, mainly due to systematic courses and management efficiency. Therefore, in the face of competition from domestic products such as Xbody, Zeze has a comparative advantage in homogenization competition.