1. Product overview

Keep is an app that provides one-stop sports solutions such as fitness teaching, running, cycling, yoga, walking, making friends, fitness diet guidance, and equipment purchase for sports and fitness people. It includes four modules: sports, discovery, community and me, as well as social modules such as discovery community, and has statistical analysis of data to help us achieve our goals more scientifically.

Slogan: self-discipline gives me freedom.

Logo: With the letter K as the logo, the brand of keep is more prominent, and English also indicates that keep has a foreign flavor.

2. Market analysis

Macro pests:

Politically, the state has always held an active and supportive attitude in the field of sports health. 20 14, 10, the state issued "Several Opinions on Accelerating Development and Promoting Sports Consumption", which marked the rise of national fitness as a national strategy.

Economically, with the continuous improvement of economic level and enjoyment of life, the awareness of fitness is gradually rooted in people's hearts, and more and more people are involved, and more and more people are willing to pay for it.

In society, due to the entry of some stars, sports and fitness have been brought into the label of a fashionable young man who loves life, and it has also promoted the fitness crowd in society.

Technically speaking, with the increase of the number of personal trainers in gymnasiums, the acceleration of Internet communication and the improvement of people's consciousness, the knowledge and technology of fitness exercise are no longer a problem, and there is a lack of a system to summarize these.

Market stage:

At the beginning of the launch of keep, the national fitness survey data showed that compared with 2007, the number of people exercising in the country increased by nearly 8 percentage points, especially those aged 20-40, and the number of people exercising doubled. People aged 20-40 are the backbone of society, with strong demand for entertainment consumption and high consumption value at the C end.

However, the venue is the foundation of national fitness. Compared with the average 16 square meter fitness venue in the United States, the sports venue resources of 1.46 square meter in China are extremely scarce. People can't find suitable sports venues, which is an important reason that hinders sports. More and more people are looking for weight-loss fitness courses at home on video websites, but the mainstream fitness courses on the Internet are few in variety, with poor pertinence and scientificity.

It can be seen that the online fitness industry was in a stage where there was a lot of demand, but it was not met. The emergence of some products such as keep not only meets their needs, but also promotes the development of the whole Internet.

Market size:

We predict that in 20 16 years, the number of gymnasiums in China will be around15,000, with an industry market capacity of 23 billion RMB. Compared with this market scale, it can support the emergence of companies with a market value of 10 billion yuan, provided that some companies step out of the path of "significant increase in market share" and promote significant changes in market concentration.

Due to the age structure of the population, the penetration rate of fitness people in China can refer to Japan and South Korea instead of Europe and America. Specifically, referring to the fitness crowd target expected by the General Administration of Sports, the industry scale in 2020 and 2025 is expected to reach 54 billion and 93 billion respectively. It is further predicted that the scale of the fitness industry may quadruple, reaching 654.38+005 billion yuan.

Business model:

Keep attracts people who want to exercise but can't through sports courses to watch the courses on the app. At the same time, it also attracts fitness bulls or some on-the-job coaches to share their knowledge. At the same time, social modules such as communities are used to increase user stickiness, build a traffic platform, and use traffic to build profit modules such as sports malls and keepclass to realize the realization of business models.

Keep has a variety of profit models, but most of them are simple and rude. Sports malls sell sports equipment and sportswear. Keepclass online clearly priced courses, knowledge paid. There are also promotional advertisements in the community and discovery, and simple traffic is realized.

3. Competitive product analysis

Competition stage:

At this stage, the sports and fitness app market is in the development stage. Three apps, led by keep, Yuedong Circle and Glug, have gradually grown, and other apps, such as Diandian and Hot Fitness, have also developed at a high speed, forming a stage of free competition in which several large and many flowers bloom. In the future, it will develop into oligopoly, one or two basic monopolies, or a new operating model will emerge, which we will wait and see. Nobody knows what will happen in the future.

Competitive product analysis:

We first decided to analyze the competing products with three apps with similar functions: Glug, Yuedong Circle and keep.

In terms of market share, Elantra was far ahead before 20 18, followed by keep, ranking third.

In the competition stage, we can see that there are still quite a few apps in the field of sports and fitness, which are in the stage of free competition.

All three business models have sports malls and online paid courses, but there are no online paid courses.

In terms of positioning,

Keep is a social sharing platform based on indoor strength, yoga and other shaping, with more women.

Glug is positioned in offline running groups and offline Glug events, mainly for running and social circles, mainly for young men.

The Yuedong Circle is also dominated by outdoor running, but compared with fullness, it is a big advantage to encourage everyone to exercise in the form of red envelopes, and the users are older.

eigenfunction

The red envelope function of the eternal circle is made into a red envelope for a task, a red envelope for reaching a training plan every day, and a red envelope for winning competition results. The reason why users use the eternal circle is to get a red envelope. Once the red envelope is over, it will inevitably lead to the loss of users, and because of the existence of red envelopes, it will lead to elderly users who love to take advantage of small things.

In addition to recording the same sports data, he trained dry goods articles and circled a large number of male users who love running with the function of offline sports groups. These users are proud to share on Azuma Tani, and the online achievements allow men to accumulate capital in offline bragging, which undoubtedly wins their demand.

Keep's social module is its feature. Because users are mostly young women with shaping needs, women also like to share indoor sports and socialize more than men, which also increases user stickiness. Compared with red envelopes, this can better lock users.

4. Product positioning

First, help young users, especially women, lose weight and shape, focusing on some indoor sports, such as iron-striking, pilates, yoga and self-weight training. Second, at the same time, we can share sports achievements and gain social recognition from them.

Third, insist on building a closed loop of fitness. I hope that when users mention fitness, they only need to open keep, and there is no 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.

Second, product analysis

1. User analysis

According to data from iResearch, Keep users are mainly concentrated in first-and second-tier large and medium-sized cities, accounting for more than 3/4. The top 10 cities are all first-tier cities, and Guangdong Province ranks first in the province with 8.78%.

As can be seen from the above figure, nearly 60% of female users account for the majority. In the same age group, young people aged 25 to 35 account for 60%, and people under 35 account for nearly 90%. It can be seen that the main users of keep are young women, especially young office workers and college students. They often receive higher education, live in stressful cities, wake up to fitness consciousness earlier and have a greater demand for fitness.

user portrait

1. Mei Mei is a 30-year-old white-collar worker who has been working at his desk for 8 years. She has great problems with my health, such as cervical spondylosis, backache, walking without temperament, hunched over, and my husband is very impatient with me. I want to be glamorous when I am young, and my dream is to be young forever. Husband can love himself more. Although I became a middle-level girl, my subordinates called me teacher extinction. I really want to change all this, but I want to exercise.

2. College student Xiao Wang, a 20-year-old single woman, loves life and likes indoor fitness. She shared photos and videos on social platforms such as Weibo, friends circle, Renren.com, Tik Tok and keep, and dreamed of becoming a fitness network celebrity in the future. With her rough figure, sweet appearance and energetic spirit, she dreams of welcoming her future love and future star career, and of course, countless banknotes.

3. A Liang, a little fat girl, 16 years old, her parents are very fat. I've known how to eat since I was a child, and now I'm grown up. Those beautiful and temperamental female students in my class are all welcomed by boys. When I went home, I was escorted and someone bought food. Even the teachers pay attention to them, but not to my grades. I must lose weight and become the center of everyone, but I know nothing.

4. A male fitness instructor in Shanghai, who just entered the big gym a year ago, is 25 years old. But most of the old coaches have no customers and can't pay the rent. My girlfriend follows me to get my basic salary every month. She is handsome and has a good figure, but without experience and customer resources, how can I compete with the old coach?

Conclusion: The four types of users listed above only represent a large part of the population. It can be seen that the main users of keep are female white-collar workers with the purpose of shaping and becoming beautiful, female college students with good looks and temperament, fat or thin people who are eager for someone to witness their changes, and professional fitness instructors or practitioners with the purpose of sharing fame and making money.

usage scenario

1. Follow the video training course in the gym, strength training area, treadmill or unmanned operating room.

2. At home, follow the video training course on the yoga mat or on the bed on the ground.

3 subway, on the way to the gym, look at dry goods or share them in your spare time and interact with people.

4. Save the data of outdoor running, cycling and walking.

Conclusion: I still spend most of my time in the gym or indoors at home. One way to increase users' stay time is to use training courses to let fitness students follow suit. Second, through social means, fans can be accumulated on the platform, friends can be made, and sharing can increase user stickiness. Third, dry goods such as nutrition, sports mechanics and popular science articles can be used to attract users.

2. Demand analysis

1. I can't exercise, but I can't exercise. There are a lot of information related to online fitness, and the quality is uneven. It is difficult for users to sort out high-quality, effective and reasonable information and form a reasonable fitness program.

2. I don't want to go to the gym or think it's too expensive and my ability is limited. Faced with many people with good physical conditions in the gym, some users with ordinary conditions will feel pressure. In the end, you may spend money on annual cards or various courses.

3. No time, inconvenient. Modern people have a fast pace of life and busy work. They have almost no free time for training, wandering between the company and their families every day, and have requirements for venues.

4. I don't know how to exercise and lack methodology. When I step into the field of fitness, I must know the knowledge related to fitness, such as how to lose fat and gain muscle, diet, exercise essentials, activities and so on.

I want to share my fitness knowledge with you, and it is also one of my needs to gain pride and attention by taking pictures. And in the training days, a group of like-minded partners get along, communicate and cheer, and the social circle with the same topic brings freshness and persistence to users, which is what users want to see.

6. Equipment demand, need to buy equipment

3. Product functional structure

Tools include data statistics, video follow-up, treadmill connection shopping mall purchase, etc.

Socially, there are graphic sharing, friend evaluation and so on.

Knowledge, dry goods articles reading and publishing.

Conclusion: keep has many functions. Integrating the whole fitness process of users and creating a closed-loop fitness, from the initial training video to the sharing of photos, to the reading of dry goods and the purchase of equipment in leisure time, can make us use keep when thinking about fitness.

4. Functional analysis

1. Operation function

You can choose three running modes, each with its own characteristics. Outdoor running has intimate voice broadcast. Just like navigation, he can give you tips according to your position, you can set a goal, such as how far to stop running, how long to run, and how many calories to run can also be estimated for you.

If there is a school nearby, he will give priority to places suitable for running, such as school playground and runway, rather than running on any road.

Because the background is dark keep tone, his pause and resume buttons are marked with bright red and green, and the buttons are particularly large. Because it is used as a tool, it doesn't need complicated interaction design, and it can simply and rudely solve the requirements. Quitting the interaction means pressing the button for two seconds before quitting, which is simple and easy to use without making mistakes.

2. Fitness classes

The content, movements and several groups of fitness courses are all designated for you. For those little whites, it's better, with hints and rest in the process. During the break, two or three sentences of chicken soup will appear on the screen to motivate users, which has a good effect on Xiaobai.

On the right side of the training video, the last exit interface will be a feedback page, which shows the enterprising spirit of keep. After being unwilling, it will be further improved through user feedback. This feedback mechanism will also make the next recommendation more in line with the users themselves and more personalized. Therefore, when initializing Keep, users will be required to fill in basic information such as gender, city, height, weight, athletic ability and goal, and then push matching training courses to lower the user's use threshold. These are also to make keep more personalized.

The action explanation is carried out in the form of text, gif and pictures, which is clear and clear, but the experience is not good. According to my own experience, when I finished a series of movements, I was already sweating and panting, so I was not in the mood to read the instructions of the next movement carefully. Watching the commentary while training is not a good experience. For users who have just started fitness, it is impossible to master all the essentials of movements before practice, but to understand the movements while practicing. So I think we can turn on and off the "next action explanation function" during the rest period before the next action, and also relieve the boring waiting of users. At the same time, the explanation ideas of actions can be appropriately increased in the training process, which makes it easier for ordinary users to get started.

3. Action library

The steps, breathing, feeling, common mistakes and detailed diagrams of each fitness action are marked in detail. In addition to fitness, it is also suitable for people who have a certain training foundation to reach the bottleneck.

4. Information

Keep provides users with various information in the form of multiple portals. Whether it is training module, discovery module or course content module, there are information-related article entrances, which are convenient for users to read anytime and anywhere.

In order to make full use of the user's fragmentation time, the information content can basically be read in 3-5 minutes. At the same time, multiple portals are deployed to guide users to read, and high-quality content is used to combine activities, gifts and current events to enrich diversified content and guide users to participate. Articles pushed by boutique portals tend to be pushed repeatedly, especially Keep daily, which does not handle the push and repetition frequency of high-quality content well.

Third, user feedback/If I am pm.

1. In keep's comments, "I always remind myself that this is a fitness software", or something similar, I found a lot. Indeed, many women are hot and sweet-looking, and they all like to "show" their bodies.

This makes many male users, including me, salivate, and not only male users, but also female users like to see young and beautiful ladies, which makes some people who want to appreciate handsome guys and beautiful women meet great demand. As an advantage of keep, I think this is his core competitiveness.

Improvement:

1. Cooperate to make stars, build several fitness V's, and recruit them to be coaches in online stores with traffic, which can make them famous and create more profits. Content is king, so it is very simple to let better content occupy the community, attract more fans, and realize cash by using the economic flow of fans.

2. Use online traffic to expand offline socialization, offline fitness, offline store operation and offline gym.

Look at the feedback from users.

Summary:

Keep has accumulated a lot of users for him since he started in the social field, but later, it was mostly because he was used to keep, or other things that Keep brought to him attracted users. The products have been relatively perfect, which can well meet the core needs of user-oriented "fitness", cooperate with social activities, information, shopping malls and other aspects to attract users, guide users to participate, and form user portraits in combination with user records. Only when users' dietary needs, personalized customization and offline social orientation are further optimized and developed can we better meet users' dietary needs, provide better user experience and deepen social relations. Generally speaking, Keep has excellent performance in terms of user demand satisfaction, user participation and user experience, which is why I have been using this product except for my own reasons.