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"The original price 1800, the current price is 999. Don't miss the opportunity! " This is a propaganda slogan hanging in front of a large gym in Hangzhou. With the increasing number of gymnasiums in Hangzhou and the increasingly fierce competition, operators in the fitness service industry have tried their best to compete for market share. In the past month or two, some merchants in Hangzhou have launched "diving price" and "guaranteed reserve price" to attract consumers.
For this low-cost promotion method, do consumers buy it or not? What impact will such a low-price war have on the whole fitness industry?
Buy one get one free is also profitable.
"Two-year card is 2500 yuan, 1 year card 1800 yuan." One trillion Wade Fitness Center front desk staff is recommending a preferential activity to customers who come to consult. According to the manager of Yizhaoweide Hangzhou Store, this promotion has been going on for two months and will stop this month, but similar promotion activities will be arranged every year. Manager Zhang said that the two-year card activity is limited to 300 members, and now more than 160 consumers have joined the club. Moreover, the 1 year card has been reduced from the original 2,500 yuan to 1.800 yuan. The purpose of doing this is to establish a brand in the minds of consumers and let more consumers feel the fitness atmosphere. Manager Zhang promised that although the annual card price has dropped a lot, the services provided will not shrink, and the discount will definitely not affect the normal operation of the gym.
Ms. Wang, who came to consult, said that she came to consult in the summer. At that time, the annual card was 2500 yuan, but now it is halved. 2500 yuan can be used for two years. "Fortunately, I didn't buy it before. If I buy it, I will lose a lot. Now the gym is really embarrassing soon, and it has been reduced by half. They also said it was capital preservation. When they sell 2500 yuan a year, isn't the profit 100%? " Ms. Wang calculated carefully and linked the fitness service industry with the profiteering industry.
Vicious competition has seriously shrunk the service.
According to the reporter's understanding, in order to win a place in the market, major gyms in Hangzhou have fallen into price melee, and many fitness center leaders have to sigh. Manager Zhang of the marketing department of Hangzhou Siyanli Beauty and Fitness Center said that the fitness center in Hangzhou has been selling at a low price for a long time, and during this period, it began to make public efforts, but it will not join. Manager Zhang said confidently: "Now we not only don't reduce prices, but also increase prices. At present, Siyanli A+ Fitness Club is under construction, and the whole center will be moved to Baima Apartment in June+10 next year. By then, the annual card price will be set at around 5,000 yuan, targeting high-income people. " According to manager Zhang, they only handle annual cards, but there are no monthly cards and season cards. The annual card is 3599 yuan, and old members can enjoy preferential treatment when renewing their cards. New members will buy annual cards at retail price, with no discount or price reduction.
Regarding the situation that some fitness centers in Hangzhou sell fitness cards at low prices, Manager Zhang said that low-price sales are actually profitable, not what some businesses call "guaranteed reserve price". The fitness equipment in the gym is not only for one customer, but nearly 100 consumers use it every day. In addition to the maintenance cost of fitness equipment, the gym also spends electricity, water and some disposable daily necessities every day. Businessmen don't do business at a loss. Excessive low-price sales is just a kind of "vicious competition", which will affect the healthy development of the fitness industry.
Consumer Ms. Chen is a member of a fitness center in Hangzhou. She complained that in the past, the fitness center provided each member with a personal trainer, and each trainer was responsible for three members. But since the gym introduced the low-cost fitness card, the fitness instructor was so busy that he was called away by another member. Sometimes there is even a lack of fitness equipment, and members have to queue up for fitness. 1 hour of fitness time, half of which is waiting for equipment. "Now where is like a gym? Just like the staff canteen! " Ms. Chen is very dissatisfied with the present situation of the gym.
Fitness service industry should also find the right position.
Zhang, director of the Regulation Management Department of Hangzhou Sports Bureau, said that at present, the fitness service industry is in a blind state, and many fitness centers do not have their own accurate positioning. They only know how to blindly follow the trend, one to cut prices and the other to follow the trend. At the same time, many consumers also lack a correct concept of consumption, thinking that the price reduction in the fitness industry is a good thing, without thinking about the quality of service. Consumers want to cut prices, but operators will only cater to them blindly. He believes that Hangzhou Sports Bureau, as the industry management department, is very eager to see this situation if the service quality can be guaranteed and consumers can benefit from the price reduction. However, if the service quality is also reduced at the same time, the whole fitness service industry will be ruined sooner or later by this irregular operation mode.
Director Zhang said that fitness service places should have their own characteristics and provide personalized services for consumers. Some fitness centers in Hangzhou mainly focus on Sherbin Yoga, while others focus on body ballet. They all have their own fixed consumer groups and can stay out of the price war in the fitness service industry. If every fitness service industry can find a correct position like these fitness centers and form self-discipline in the industry, consumers can choose a fitness venue that suits them according to their own needs. Only in this way can the fitness industry develop healthily.
Director Zhang finally revealed to reporters that in order to standardize the fitness service industry, Hangzhou Sports Bureau will convene the heads of Hangzhou 160 fitness service places to hold a national fitness service industry experience exchange meeting to help those fitness service enterprises that are caught in a blind price war establish a correct business philosophy.
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The Measures for the Administration of Sports Service Certification has been steadily advanced.
Some swimming and fitness facilities in Beijing will be certified by the end of this year.
(Reporter Song Hui) The reporter recently learned from the Industry Department of the Economic Department of the State Sports General Administration that the first batch of certified sports business units will be listed at the end of this year, this time for some swimming venues and fitness venues in Beijing. In the future, we will gradually establish and improve the certification system to promote sports business units to face consumers in good faith.
Since the implementation of 5438+1 October1Administrative Measures for Sports Service Certification in June this year, relevant institutions have successively established sports service certification institutions. Gu, director of the Industry Department of the Economic Department of the State Sports General Administration, said in an interview that the Measures improved the service level of sports venues and effectively guaranteed the health and safety of sports consumers through the certification of sports facilities, equipment and environment.
According to the reporter's understanding, there are two forms of stadium service certification, one is the certification of stadium opening conditions, and the other is the certification of stadium grading. The former focuses on the qualified evaluation of the service safety quality of stadiums and gymnasiums, which mainly proves that the certified service quality can guarantee the personal safety of athletes; The latter focuses on the service quality level of sports venues, which mainly proves that different levels of sports service quality can meet the requirements of different fitness and competitive sports activities. Gu explained: "The classification of star standards is different. The more stars, the larger the scale of sports service and the better the service quality. At present, consumers' demand for fitness is constantly diversified, so the five-star standard sports business places must have the most service items, and their service quality can also satisfy consumers. "However, it should be reminded that star rating is not mandatory. Fitness clubs can apply to certification bodies, and the star rating will be determined after evaluation by certification bodies.
Because star rating standards are not compulsory, powerful clubs often take the initiative to apply, so as to determine their position in the eyes of consumers. For small and medium-sized clubs, prices may be reduced to attract consumers, which leads to price confusion in the fitness market. In this regard, Gu explained: "Star rating is a result of evaluating the service capacity and facilities of sports business units. The level is directly proportional to the price, so we believe that consumers will not blindly choose sports venues with poor service quality for fitness. The first batch of certified sports business units will standardize their sports service quality, effectively eliminate all kinds of security risks, and take the principle of safeguarding the legitimate rights and interests of consumers. In some recognized fitness places, consumers can get more authoritative, professional and humanized services.
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