First, the reasons for choosing competing products
In the sports and fitness market, compared with other products, these two products have good competitiveness and high market share. Keep and Hot Fitness are similar in product content and positioning, but they operate in different ways, so they have high analytical value.
Second, the background analysis of competitive products
1, basic information
2. Introduce competitive products
Keep is an APP dedicated to providing one-stop sports solutions such as fitness teaching, running, cycling, making friends, fitness diet guidance and equipment purchase.
Hot Fitness is an APP that provides free and scientific customized fitness programs, ultra-clear video courses, real fitness guidance by coaches, and comprehensive multi-dimensional data records of user training processes and achievements according to user demands.
3, product positioning
Keep: mobile fitness instructor, focusing on the field of mobile sports.
Hot fitness: a fitness instructor in the pocket, a fashionable and hot fitness community.
4. User needs and pain points analysis
keep
I am too busy at work to go to the gym, and there is no equipment at home.
There is no personal guidance in the gym, and I don't know how to start fitness safely and correctly.
There are too many online raiders, and I don't know which one is reliable. After practice, it didn't work.
Huola fitness
Because the fitness time is uncertain, I don't want to spend a lot of money to get a membership card in the gym, but I can't go several times.
I hope to find a set of exercise plan in line with my own summary and exercise foundation on the fitness APP.
5. Market overview, current situation and analysis
Keep: 13 In August, the domestic mobile sports application keep officially announced that the registered users had exceeded 1 100 million, and successfully advanced to the echelon of billion-level mobile Internet clubs. Among hundreds of sports apps in China, the number of Keep users has exceeded 1 100 million, making it the largest sports social platform in China.
Popular fitness: 2065438+200665438+1October-released the brand slogan "Let's get started" of popular fitness App-2065438+200665438+1October-the only winner of Tencent App's "New Trend Award of the Year"-2065438+ From the launch of 2065438+February 2005 to now, official data say that there are more than 30 million registered users.
Third, the process of competing product analysis and product analysis
1, structural layer
Summary: The target users of the two apps are the same, and they all focus on the community.
2. Scope layer:
Summary:? Keep's product positioning is to create a closed-loop fitness for users. I hope that when users mention fitness, they only need to open Keep, and they don't need to open other apps to switch. In order to ensure the comprehensiveness of the fitness app, it covers several modules such as training, diet, information, socialization and shopping mall, and the functions in training are also designed comprehensively. The range of training instruction is from small to large, which consists of movements, courses and long-term plans, and also includes the relevant records of basic sports-running. Its product positioning determines the functional specifications, and the scope involved is obviously larger than that of thermal fitness. The core of hot fitness product positioning lies in training courses, so its function is mainly around training courses, supplemented by fitness social circles, to provide users with a platform for communication.
3. Structural layer
Summary: Keep and Hot Fitness put the training situation and courses on the front page, highlighting the functionality of the software itself. On the Add Course page, only the course classification and course filtering options are reserved. Hot fitness is explained as the nature of the course in the course introduction. The significance of labeling plan and training plan is that users can quickly find courses that suit them and reduce operations. Let fitness white train according to the training plan, so as to achieve better results. Fitness experts can freely combine individual programs for training.
4. Frame layer
Keep: Use the tab navigation at the bottom, and there are four tabs: sports, discovery, community and me. Users can switch pages at will. The navigation at the top is divided into six tabs, namely, training, running, yoga, walking, cycling and equipment, and the search function is in the upper right corner. The first level of training is a personal training record, which is intuitive and clear. The second layer is the training plan, which belongs to the content added by users themselves. If no course is selected, this page presents the courses recommended according to personal information, and users can browse directly and choose whether to participate. This is a good demonstration for users whose purpose is not very clear.
Popular fitness: bottom tab navigation, * * * four tabs: training, discovery, browsing and mine. Users can switch pages at will. There is a data center on the left side of the top, which can view the sports consumption data of the last 7 days, and the search function is in the upper right corner. Next is the tag navigation, that is, training plan, free training and outdoor running, and today's steps are on the right. Further down is to make plans and check historical plans.
Summary: As far as navigation is concerned, keep and hot fitness are relatively clear, and the focus is on the formulation and implementation of training plans, which meets the expectations of users for app.
5. Presentation layer
Keep visual design is fresh and elegant as a whole, with clear classification, giving people a sense of input, with green as the main color, which is somewhat similar to the feeling given by foreign apps. With beautiful pictures as the background, plus a mask, the words expressing the theme are written on it, giving people a simple and atmospheric feeling, and the operation tips are quite in place.
The theme of hot fitness is red, which gives people a warm and full feeling. There is a unified style, but also a lot of personalized design, with a strong sense of science and technology
Summary: These are two apps with similar functions and positioning. First of all, during the experience, there were no unbearable bugs in both softwares. Secondly, these two softwares meet the most basic needs of users.
Fourth, analysis and summary of competing products
1, product summary and summary
Keep: From all aspects, keep has a larger market share and more user groups, and the user experience is better than hot fitness. The function is comprehensive, interactive and friendly, taking users as the core, giving users certain autonomy, guidance and guidance, and meeting users' demands for mobile fitness apps. However, there is still room for improvement in the details of information design and interaction, and the profit model can be further expanded.
Popular fitness: the core functions are relatively complete, and the fitness-related information also takes into account the needs of novices, especially the content that novices must see. At the same time, the classification is clear, the interface design is concise and clear, and the logic of information design is relatively clear. But there is a gap between interactive design and keep, and the profit model is also lacking.
2. Overview of product core functions
Keep: At present, the user base is large and the types of people it faces are rich, so the training courses it provides need to be more comprehensive and diversified, so as to be suitable for people with different fitness levels and goals. Therefore, more attention has been paid to the training function, and its training plan function has also been designed to be more intelligent and free, providing customized training plans for people with higher fitness level. Training movements are also more comprehensive.
Hot fitness: The provision of fitness courses is similar to Keep, which is more comprehensive and clearly classified. However, compared with keep, the setting of training plan is a little rough, and only six kinds of fitness plans are provided simply and rudely, which may lead to a low degree of matching with users, thus losing the significance of making training plans. At the same time, thermal fitness does not provide an additional single action library, which may be related to its product positioning, and only provides planned and arranged course training for users.
Total: Social circle has now developed into the basic core function of app, and it is also one of the necessary functions to increase user stickiness.
3. Overview of the main functions of the product
Keep: You can see all the fitness information in the selected topic bar, classify articles according to various topics, and push articles in the banner section of each found page, which increases the possibility for users to view fitness information.
Hot-spot fitness: Push selected readings such as must-see for beginners, diet and nutrition, fitness questions and answers, hot stories, etc. in the discovery center, so that users who just started fitness can understand the basic knowledge related to fitness and inspire users through other people's stories. Push fitness-related information in the form of articles and videos, and provide classified browsing, so that users can quickly find the category content they need to view.
4. Advantages and disadvantages of the product
Keep: Advantages: In the teaching process, if you don't understand the action, you can have an entrance to view the detailed action disassembly.
Disadvantages: Pause and resume during training. There is no equivalent transition in the middle. You need to be ready for action before you can click continue, otherwise you may be in a hurry.
Hot fitness: Advantages: Classify training plans according to training equipment, training parts and training difficulty;
Disadvantages: users need to filter for three times to get the scheme they need, which is a bit cumbersome.
5. Reference point of the product:
Keep: combining food with shopping malls can not only launch recipes, but also cooperate with related businesses to launch recipes or take-away services related to healthy eating.
Hot fitness: expanding its special function weekly question, combining paid answer with question-and-answer session, allowing users to pay questions and be answered by experienced users, increasing the interaction between users, encouraging users to share and solving simple questions and answers, which can increase the profit of the app.