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"'What about swimming and fitness?' In recent years, with the development of society and the improvement of life quality, more and more people have joined the ranks of fitness. However, there are many hidden worries behind the national fitness craze. In 2020, the closing rate of commercial gymnasiums in China is 14438+0%, which makes it easier to apply for a card than to return it, making it the industry with the second highest complaint rate. There are also many gyms that' decorate and circle money', attracting a wave of consumers to apply for cards at low prices and then quickly close the store and run away. Will you apply for a card in the future? "
During the Mid-Autumn Festival, all kinds of moon cakes caused a lot of discussion among online celebrities. In order to pursue low sugar, Zhihu moon cakes changed all the sugar that originally accounted for 20% of the total amount of moon cakes into sugar alcohols, which led to diarrhea. This hot search has attracted many people's attention. Now people pay more and more attention to weight management, and fitness has become the best choice. Fitness is not only exclusive to stars, but also enters the daily life of ordinary people. Especially after the outbreak, the enthusiasm of family fitness is high, and various fitness videos and apps have become the new favorites of consumers.
In addition to following the video, many people walk into the gym to exercise. According to the data of fitness industry in China in 2020, 440 million people will take part in physical exercise in China in 2020, and the sports consumption market will be10.5 trillion. In 2020, there were 243,400 newly registered fitness-related enterprises, a year-on-year increase of 9%, and the growth rate slowed down. Moreover, hit hard by the epidemic, the closure rate of gyms has also increased greatly, and many gyms with insufficient cash flow can't survive the closure, so they can only close their stores to protect themselves.
Overdraft future business
The development of fitness industry in China is not fast, and it has only been more than 20 years. However, in recent years, with the improvement of people's health awareness and the steady growth of income, the growth of fitness industry has begun to accelerate. But at present, China's fitness market is still in the growth stage, and the market competition is fierce. At present, there is no unified industry standard and market mechanism, and the lack of professionalism and opaque industry information have become the main factors hindering the development and standardization of the industry.
In China, the development of fitness industry depends on the prepayment system, that is, consumers give money in advance, and gyms use this money to maintain their turnover and recover their costs before opening the next store, which has also created a large number of large chain fitness clubs in China. From 1995, the first batch of fitness clubs with an area of more than 1000 square meters were born in China, and by 20 10, there were as many as 3,245. In 2020, the number of fitness clubs in China has exceeded 44,000, with 70.29 million members, making it the largest fitness market in the world.
Behind the "routine" is a pit
In China, when consumers go to the gym, they must first be pulled by the coach to "get a card". Health is not important. It is most important to get the card first. This is one of the routines of the gym, betting that you won't come. Rent, equipment and labor costs. The cost of opening a 3,000-square-meter gym is at least 1 10,000, but the gym/kloc-0 can only accommodate about 300-400 people each time. A one-year fitness card is generally around 2000 yuan, which is definitely a loss.
In order to get the money back quickly, gyms often adopt a low-price strategy to let more people apply for cards, and the profit after overdraft in advance can make up for the operating costs and cash flow. People are born with inertia, few people can persist in exercising, and many people give up halfway. Gyms take advantage of these weaknesses and vigorously promote cards to users. If you don't exercise in the future, you can resell the card, and only need a handling fee of about 200-300 yuan.
And the fitness instructor will persuade you to buy classes. In order to let more people buy classes, the gym has developed a "POS sales model" specifically for private education. Let the salesperson induce you to apply for a card, and then send you a free private education class. The private church tests your body data with professional instruments, and then exaggerates your data and body shape, making you feel that you have a problem and want to correct your body shape as soon as possible through the guidance of professionals. After some remarks, it is difficult for someone not to be tempted. If one attempt is unsuccessful, he will give you 1 experience lessons a month until you buy him dozens of private lessons.
After a set of operations, a student can get1-20,000 wool. Ordinary members and private education are only the main sources of income, and the core income depends on the pre-sale of annual cards and the packaged sales of private education. In this business model, the gym's ability to maintain cash flow is directly linked to the sales level.
Overdraft future business
Cruelly, the gym belongs to the heavy asset operation mode. Once the gym can't let more people apply for cards to maintain the number of members and the renewal fees of old members, it has already reached the edge of the cliff. /kloc-barely operated in 0/year, but closed down after 2-3 years because no new members flowed in. According to the statistics of China Industrial Information Network, in 20 13, 80% of the commercial gymnasiums and clubs in China were in a state of maintenance or loss.
In 2020, the average growth rate of fitness clubs in mainstream cities in China is 4. 12%, which is 6.78% lower than that in 20 19, and the closure rate is 16. 15%, which is higher than that in 20 19. In terms of fitness studios, the average growth rate of mainstream cities will be 7.30% in 2020, which is lower than that of 20 19/0.7%; The closing rate is 2 1.55%, and the net increase rate of the number of fitness studios in mainstream cities in 2020 is-14.25%.
Among the cities in China, Beijing, Wuhan and Zhengzhou have the highest closing rate of fitness clubs, while Beijing, Wuhan, Shanghai and Shenyang have the highest closing rate of fitness studios. Obviously, first-tier cities are the most seriously affected, and the bankruptcy rate is higher than that of new first-tier cities.
The "decoration circle money" routine is deep
In addition to the above means, in recent years, the routine of "decoration money" in gyms has gradually surfaced. Many gyms carry out low-price promotion activities on the grounds of "new store decoration" or "store upgrade", which attracts users around the community to close the store quickly and lose contact, and consumers' money can hardly be recovered, which seriously infringes on the legitimate rights and interests of consumers. The data shows that fitness is the second highest consumer complaint industry in 2020.
Gym fees are often tens of thousands of dollars. Many consumers have no way to defend their rights and can only suffer dumb losses. The public has long been dissatisfied with the chaos in the gym. In order to avoid being "routine", consumers should first not trust the verbal promises of merchants, and should not waver in the face of the temptation of promotion. Secondly, we should spend wisely, the amount and time of recharge should not be too long, and we should keep good consumption vouchers, such as agreements and contracts, in the follow-up process. If any abnormality is found, it should be reported to the relevant departments in time, and various channels should be used to safeguard rights in time.
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"In August, the relevant departments of our country issued the National Fitness Plan, proposing that by 2025, the proportion of people who regularly exercise should reach 38.5%, and the total scale of the sports industry should exceed 5 trillion. The fitness industry will continue to maintain a fiery development trend in the future. Burning money, going bankrupt and finally running away is not the future of the gym. This year, 3 15 related departments proposed a prepaid' 7-day cooling-off period', and the business model of barbaric growth in the fitness industry will not last long. "