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1. What is the market for healthy meals?
What is a "healthy meal"? There is no specific definition at present.
For example, Mexican beef roll, black pepper steak with seasonal vegetables, fat-free arowana meal, black pepper snowflake beef salad.
A meal like this looks and tastes the same in every store. Meal packages often contain calories, fat, protein and carbohydrates, as if always reminding consumers that it is healthy.
There is no doubt that healthy meals have evolved from the "fitness meals" that appeared in the lifestyle and fitness trend of the middle class in recent years.
According to 20 16 fitness instructor training and China fitness industry big data of Asian Institute of Physical Fitness,
Take salads as an example.
In terms of quantity, there were less than 50 light salad shops in Shanghai in 20 15, and there were 300 to 400 by the end of 20 16. The corresponding order volume on the take-away platform increased from less than 1% in 20 16 years to 5% in 20 17 years.
From the brand point of view, although the national chain named health food brands are still scarce, the "Greater Kesha Rose Sebert World", which started in Shanghai, has opened 40 stores all over the country, and lascivious salads also received 22 million yuan in financing at the end of last year.
Second, how did the healthy meal come together with the gym?
At present, it seems that the fitness crowd and healthy meal consumers have a high degree of coincidence.
Among salad consumers, the number of people who exercise regularly accounts for at least 50%, while Pure yue life claims that more than 85% of its consumers have purchased fitness courses, which is why healthy meal brands are tied to gyms.
There is also a cross-border game of restaurant+gym.
In Beijing, the tribal healthy restaurant has entered a gym in Sanlitun. In addition to free fitness for tribal employees and discounts for gym members, the tribe also cooperates with gym marketing and long-term courses, and the two sides leverage each other in terms of customer base and market influence.
Glo Gym near the international business district has its own healthy restaurant. Glo is two floors above ground and underground. The storefront facing the street is a restaurant with about 30 seats, and the underground is a small gym, covering an area of 200 square meters. The annual membership limit is only 50 people.
This model has risen abroad, but it is still relatively rare in China. However, whether a restaurant enters a gym or a gym opens a restaurant, how to combine the two more naturally and smoothly, and how to integrate them flexibly into your daily life is the most important thing in the customer experience.
Seven eating and three practicing solved this problem in another way. This healthy restaurant is located in Beijing Wangjing soho, covering an area of about 180 square meters. In addition to the area of the restaurant and kitchen, there is also a small gym of 40 square meters.
"Traditional gyms have a huge problem: it is difficult to integrate into personal life, especially for middle-and high-level women who have to take care of their careers and families." Yang Lingyan, the founder of "seven eating and three practicing", believes that these people are huge, and the goal of "seven eating and three practicing" is them.
The gym with seven meals and three exercises only provides six 30-minute exercises every day. This is not a burden for people who often go to the gym, but also provides an entrance for people who have never set foot in the gym.
Compared with the membership fee of several thousand yuan in the gym, the membership system once every six months, a few hundred yuan for a class in a private education studio and the price of seven meals and three exercises in 59 yuan, it is still very acceptable.
"There are many people who pursue health, but not everyone will go to the gym. Many people just want to' move', and seven meals and three trainings provide this scene. " Yang Lingyan told Nei Shenjun that one and a half months after its opening, there were already registered users of 1.200, of which more than 300 people had booked periodic packages (weekly and monthly packages), and more than half of them had exercised.
In terms of fitness meals, there are more than 30 SKUs, but only fixed dishes are provided every day (dinner is priced in 39 yuan, breakfast 19 yuan). For consumers, it is convenient for health management and reduces the difficulty of choice; For itself, it can reduce costs and improve efficiency.
Ms. Liu, a white-collar worker who works in Wangjing soho, bought a four-month lunch and dinner package at once and took part in several exercises a week.
"It's just right to jump for 30 minutes after work at noon, then eat and go back to work. Come to dinner after work at night, so you don't have to cook it yourself when you get home. It's good to have someone to help you control your diet. " She also told her husband that after buying the set meal, she no longer had to worry about "what to eat today".
Information comes from the internet, such as infringing contact.