For fitness, I am not the kind of person who can be self-disciplined. I only play basketball every weekend to keep fit. Looking at myself (Capricorn) from the astrological point of view, I am a more rational person, especially in terms of cost performance. I won't spend money on private education. At that time, I got a fitness card because I got an annual card with the encouragement of my beautiful colleagues, so I 1500 yuan. (PS: 20 15 is an explosion point of sports health, and many fitness Keep compete for the internet market)
I didn't reopen Keep until the course of Keep went online and all my friends were playing Keep. I started my fitness journey.
Keep wallpaper
Keep wallpaper
Let's learn about the preservation of products first.
The founder of Keep, Wang Ning, was born in 1990, and received the first angel investment on July 20 14. He was only 24 years old that year. Think about what he will do when he is 24 ~) 10 In mid-June, he and three companions founded KEEP.
Figure 1 (what Wang Ning looks like now)
It is hard to imagine that Wang Ning was a big fat man with a weight of 1.80kg during his college years. The experience of losing weight for more than half a year is the process that Wang Ning constantly discovers the pain points of fitness dieters. Ordinary fitness dieters come to the gym, are unfamiliar with fitness equipment, and don't know what kind of exercise they are suitable for, because they have no money and can't afford a personal trainer. As a result, most of them can't persist and go away. Therefore, Wang Ning came up with an idea to make an APP in the era of mobile Internet, aiming at the characteristics and needs of fitness dieters, and guiding everyone to do sports anytime and anywhere.
According to Wang Ning, "I think I am a person who knows how to collect and get information through the Internet", but it took me so long to sort out the contents of how to keep fit. This should also be the starting point for him to maintain.
Wang Ning and the start-up team did a lot of preparatory work before establishing Keep, and found that many people exercise every week in China, but few people exercise every day, while in the United States, about 90% people exercise every day and every week.
Not only in sports habits, China's sports industry accounts for 1% of the total GDP, while developed countries have already exceeded 3%. China's sporting goods account for 70% of the whole sports industry, while sports services in developed countries account for 70% of the market.
In addition, you will find that more and more users show off food, luxury accessories and sports in the circle of friends.
This shows that there is a chance to keep this thing.
20 14 set up the Keep team and received an angel investment of 3 million yuan.
2065438+In February 2005, the first version of IOS was launched; After going online, it ranked in the top three in the AppStore fitness category.
2065438+May 2005, the number of users exceeded 1 10,000 for the first time; August100000 users only took 289 days;
The second 100000 users spent 10 1 day; Third100000 users for 68 days; The fourth100000 user took 49 days, and the fifth100000 user only took 39 days.
On 20 16, Wang Ning received another round of investment from GGV, and Tencent made additional investment.
20 16 years 10 exceeded 60 million users, and should be able to exceed 1 100 million in February next year. These are real registered users, not users who activate downloading.
From the initial team of three or four people, Keep has now reached about 130 people.
Keep, the latest version as of today is 3. 14. This version redesigned the course page and simplified the structure. In addition, a diet module is added to provide a wealth of healthy recipes.
Figure 1
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Keep contains a large number of fitness teaching videos. Keep's training plan provides courses with different goals, such as family dumbbell shaping, five-dimensional abdominal muscle training, model figure formation, humpback correction and so on. Keep will analyze the user's fitness habits according to the user's behavior data, and then push a more suitable fitness plan to the user.
Keep is currently only for users who use Android and iPhone, so when I use Keep, I found that although my iPhone-6S Puls is big enough, I can't visually see the course progress time when I do some actions (this is obsessive-compulsive disorder, which can be cured! )。 I imagine it would be more convenient and experience better if it could be put on TV.
Interestingly, Keep in September this year, the App landed on the TV, providing more fitness videos and courses, so that you can easily have a good figure at home. After the training is completed, you can also upload the training record and save it by scanning the QR code, record your "fighting" achievements, and share your fitness experience with friends.
Tv map 1
End of TV Figure 2
Television terminal Figure 3
In fact, in the eighties and nineties of last century, those well-known fitness instructors danced and explained fitness courses to everyone on TV. The most famous one is ——MCA, the first bodybuilder in China, which was only known after 80s.
Mahuatu 1
(1985, MCA began to set foot in the aerobics industry, and later passed the CCTV "Five Minutes of Bodybuilding" column. 1989, MCA won the national first-class bodybuilding referee and died in Beijing on September 22nd, 20001. )
Keep? The products are made according to my (Wang Ning) needs. It is difficult to collect fitness information on the market, which is a pain point.
So what pain points did keep catch? And what are the needs of white users? Personally, I think there are four needs and three pain points:
Four requirements
1, money-now half a fitness card in Beijing is at least 3000-5000, not including personal education.
2, time-busy work every day, where does the fitness time come from?
3. Location-I live in the North Third Ring Road. If you had told me that there was a gym in the North Fifth Ring Road or even it was free, I wouldn't have come. Transportation costs are too high?
4, people-fitness feeling must be accompanied by a small partner, it will be very boring and can not be adhered to.
Three thorny issues
1, high-quality private lessons are expensive. What should I do if I want to exercise when I am short of money?
2. If you don't go to the gym, what exercise can make you slim down?
3. What should I do if I know how to keep fit, but I don't insist?
The fitness card I run is a particularly unknown shop. The environment is poor-the basement is cheap-two cards/1500. Personal education never cares whether your physical fitness is normal or over-standard. It's a painful sermon. I'm bored to death! However, 20 12 was not observed that year.
In reality, for me who really want to go to fitness or lose weight, three pain points are just poked.
Keep has made the professional courses in the gym a free standardized course, and users can lose weight by training these courses. These standardized courses are free for users to use, and the set fitness punch-in tasks help users show their figure (socialize) and encourage themselves to stick to it. This just solved the three major pain points of users, so keep also achieved explosive growth of users.
Good products need good operation. Through the communication with Keep operation students, I learned how they started cold.
As mentioned above, the first barrel of Keep is 3 million yuan, and the product development cost is 1 10,000 yuan. The remaining 2 million is not enough for the team to live in the next year. What should I do?
They did two things, one was the operation of new media; Second, the mine-laying plan.
New media is a basic means of operation and one of the relatively low-cost ways. Keep's operation in Weibo took about two years, with 2.7 million fans and the official WeChat account 1 10,000. It's not strange, but it's ok.
In addition, the response speed to hot events and users is very important. Design a virtual character and make friends with users, and good friends will have trust and stickiness.
Keep did another activity of chief internal inspector, which mainly delineated a group of fitness V's in Weibo, all of which were core seed users.
The operation team invited about 400 core users to test Keep, and these users helped test bugs. As a result, these users like Keep very much, and through the secondary spread of the internal test package, more than 4,000 users came at once. These more than 4,000 users also like Keep. When the product was really launched, they became the earliest seed users of Keep.
This is the second "mine plan". (Is it the same as the preparation made before Zhihu went online? ).
At the same time, the operation team goes deep into various social groups. For example, Baidu Post Bar, Douban Group, QQ Group, WeChat Group and other places where users gather, publish valuable dry goods posts, so that these users can interact crazily in the posts. These are all for the precipitation and preparation when going online.
It is worth mentioning that Keep has deep cooperation with Olympic diver Qiu Bo, Olympic swimmer Liu Xiang and boxing champion Zou Shiming. Subsequently, Zou Shiming Boxing Course was launched, and some advertisements were put in, which once again achieved the detonation of the product.
(PS, I like Zou Shiming very much ~)
Boxing champion Zou Shiming.
Olympic diver-Qiu Bo
Olympic swimmer-Liu Xiang
In June this year, keep released the first brand promotion film, and self-discipline gave me freedom! Very good! Very good! Very good! Say the important things three times! ! !
(Tencent video search reserved ads)
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Advertising map 1
Advertisement Figure 2
Advertisement Figure 3
The number of Keep users has increased to 60 million, and all courses are free. How does Keep make a profit?
According to Wang Ning, "We are now trying to do e-commerce. E-commerce is a good supplementary form. We hope to integrate everything online and offline by entering the platform. "
At present, the online version has seen the page of the mall. I bought a few pieces of equipment myself, and responsibly, the quality of the clothes is great.
Figure 1
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E-commerce is really dirty and hard, and there are few user applications without discounts. Keep team wants to be a sports brand. Nike, Adidas and under armour are the most in-depth sports and leisure brands, and Keep has the opportunity to do such a thing.
Now Keep has more than 20 e-commerce, the purpose is very simple, or to solve the needs of users. Keep has many yoga classes. If there is no yoga ball, you can't apply the course, so e-commerce still serves the needs of users. Let our users be richer and let users use Keep products more.
The ID systems of gymnasiums, swimming pools and badminton halls are rapidly aging. Keep will provide users with services to explore these venues. In the future, there should be a balance between students and coaches in the Keep venue. The team is also exploring, hoping to break the curse of commercialization of free products and do a lot of things around healthy living.
This is the future development direction of Keep.
Not much to say (in other words, writing and sharing is really tiring, so please read the official), and use a few to feel the effect after I use Keep.
Summary:
Keep's visual design is younger, and the color scheme is noble and elegant deep purple. Compared with competing products, Keep has rich functions, detailed course classification and high community activity. Of course, Keep also has some shortcomings, such as the professionalism of the course is not as good as some similar products.
Quote Kepp official introduction
In the future, Keep will not only be a fitness tool, but also be transformed from a fitness tool to a sports platform and extended to the sports industry chain. We hope that technology can solve people's sports needs, influence the sports habits of a generation, and build Keep into a global sports brand based in China.
(Share some high-quality activity maps)