I have compiled the following gym market research report and shared it with you. Welcome to reading. I hope this article is helpful to everyone!

I. General situation of the market

Beijing population15.3 million. At present, there are about 400 fitness clubs, most of which are located in Chaoyang District, Haidian District, Fengtai District, Xuanwu District, Chongwen District, Dongcheng District and Xicheng District. Among them, Haidian District and Chaoyang District are the most concentrated, and there are 280 fitness clubs in the two districts. On average, if each club has 1 000 members, then the total number of people exercising is only 400,000, accounting for 2.6% of the urban population. It can be seen that the potential market for fitness is still very large and the prospects are promising.

(1) basic situation of investigation

I always go to 20 fitness clubs, three of which are in Shijingshan District and the rest are in Haidian District. They are Zhangbei Fitness Hongfu Store, Zhangbei Fitness Jinma Store, Beiyu Fitness Center, Baodiwo Fitness Center, Caizhi Fitness Club, Haosha Fitness Qiu Jin Store, Xiangjiang Fort Lion Fitness Club, Kangshibao Fitness Club, Jade Bird Fitness Shuang 'an Store, Jade Bird Fitness Tsinghua Store, Haosha Fitness Tsinghua Store, Today Fitness Club, Miracle Space Fitness Club, Tianning Fitness Club and Haosha Everbright Garden Fitness Club. Haosha Bai Hao Fitness Club, Beijing Shougang Laoshan Cultural Fitness Center, Xiong Bo Fitness Center and Wanshang Fitness Center, the similarities and differences between these clubs and their personal valuable places are as follows: 1 *** Similarities.

1. 1 site selection. At present, there are two kinds of locations for fitness clubs, one is in residential areas, and the other is in.

On the street, or both First of all, the fitness club is for consumers to exercise, and its location.

Not too far away from consumers. Secondly, there are many permanent residents around its location, including residents, students and office workers. Thirdly, these people are people with consumer demand and spending power. Consistent with this,

The location is located in an upscale community and an office building near the university.

1.2 There is no difference in the contents of fitness services. Most fitness clubs have similar fitness programs. According to the survey,

Generally speaking, there are strength zones, free zones, aerobic zones, spinning, and sports classes (the contents of sports classes are similar, such as yoga, pilates, belly dance, Latin dance, aerobics, taekwondo, etc. A few will have Tai Ji Chuan, fighting, ballet, etc. ).

1.3 lighting, floor, music, physical examination contents, services provided by private tutors and coaches, services provided by member consultants, and walls.

There is not much difference in the color of the wall and so on.

The light should not be too bright, mainly with medium brightness; Floors are made of different materials, such as wood, rubber and ground.

Brick, in short, no matter what material, is non-slip; Music is mostly dynamic, and there are light music, but it is not.

More; The contents of physical examination are all done by private teachers, generally measuring heart rate, height, weight, fat, heart and lung, balance, bounce and flexibility; Personal education generally helps members make fitness plans and exercise regularly, and the cost is generally 100.

More than 65,438+000 yuan, 65,438+050,200 is more common; Coaches usually make rounds, teach exercises and do private things.

Teachers and coaches have different commissions; Member consultants usually show visiting guests around the gym and talk to them.

Negotiation and so on.

1.4 Most gyms with swimming pools are included in the membership card, so there is no extra charge. I am currently

There's only one charge. Wanshang Fitness Club is located on the first floor of Wanshang Building in Shijingshan.

2 difference.

2. 1 gyms are big and small. Gyms like Jade Bird are generally large, with good environment and medium grade.

The above documents. And the gyms in Haosha are big and small. Generally, its high-end clubs are large in scale and have a good environment, such as

Jade Bird Fitness Tsinghua Branch; The low-end clubhouse is small in area and poor in environment. For example, Haosha Fitness Tsinghua Branch is smaller, 1 1,000 square meters, and Haosha Fitness (Everbright Garden) is 3,000-4,000 square meters.

2.2 Hardware is configured and used in different ways.

Nutrition brands are different, most of which are imported from abroad, including Wade, Merris and other brands, and the prices are all above several hundred yuan; There are several different ways to use the wardrobe. One is to use it for a fee, such as Jade Bird Fitness Tsinghua Store. There is also mobile use. Members get a lock with their membership card and return the lock to get the membership card after use. There is no charge for the use of wardrobes, such as Xiangjiang 6- 1.

Gem fitness club. There is also a combination of these two methods. Customers can choose to rent a wardrobe or use a mobile wardrobe, such as Haosha Fitness Qiu Jin Store. There are different brands of musical instruments, such as Xing Chi, Space and Mammoth, which will be configured according to the strength of each club. According to the size of the club, the signs of the club are also large and small, good and bad, and the signs are generally bright and eye-catching.

2.3 There are differences in software facilities.

Software facilities mainly include member advisory services, front desk services, private education and coaching services. Especially members.

The services of consultants are very important. Generally speaking, can member consultants always smile when receiving guests?

Degree, enthusiastic and patient explanation, thoughtful gestures and so on are all important. During the investigation, it was found that

Whether the consultant can do this will greatly affect the client's membership. In the survey, the service proportion of member consultants

Better intelligent fitness club, Jade Bird Tsinghua Branch. Relatively poor are Haosha Club and Zhangbei Jinma Store.

2.4 Differences in membership card prices and promotion methods.

Because the survey took place in summer, which is the golden age of fitness, most fitness clubs are offering discounts.

Activities. Membership card prices range from 499-6000. There are different types of membership cards, all of which have annual cards, most of which are

Clubs have half-year cards and season cards, while those without season cards include Wanshang Fitness Center, Baodiwo Fitness, Caizhi Fitness Club, Haosha Qiu Jin Store, Tianning Fitness, Jade Bird Shuang 'an Fitness, Xiangjiang Castle Lion Fitness Club, Kangshibao Fitness, Beiyu and so on.

There are only annual cards for fitness, and there are not many fitness clubs with various cards. There are Shougang Laoshan cultural fitness, good Shaguang Park.

Fitness, Zhangbei Fitness Jinma Store, Zhangbei Fitness Hongyu Store. There are fewer secondary cards and monthly cards. The club I investigated is in

One feature of card pricing is that the longer the card, the lower the daily average price.

Among the promotion methods of membership card, there are some conventional promotion methods, such as discount, gift, just discount.

Different degrees. There are the following special promotion methods:

1. Zhangbei Fitness Yao Hong Branch. His membership card is also discounted, but the price of the membership card used is not discounted.

Change, and the way to extend the service life of membership cards is not just giving time. This shop is very popular.

In the basement, the membership is mainly students, and the membership card price is lower.

2. beijing language and culture university Gymnasium. In addition to regular discounts, its promotion strategies include

The membership card is paid in installments. So are the main customers of this shop.

Being a student can reduce the financial burden of students.

3. Kangbao Fitness Club. In addition to the regular discount, the store also held a meeting.

Method of fee refund. The rule is that if members of this club can introduce a member.

Yes, I will return 300 yuan cash. If four members are introduced within one month, all of them will be returned.

The methods adopted by these three companies are quite special, and there are some places worth learning from.

(2) Market prospect

The general feeling is that the fitness market in Beijing is still very large. At present, there are some problems in fitness shops in the market, which brings us many good opportunities.

First of all, the market is huge, and there is no doubt that the number of potential bodybuilders is increasing. The national economy is developing continuously, GDP is growing rapidly, and residents' income is increasing rapidly, especially in Beijing. At the same time, people's health problems have been paid more and more attention, individuals have invested more and more in their own health, and the concept of fitness is being accepted by more and more people. In the future, the demand for fitness in Beijing will be great, and the fitness market will be very broad.

Secondly, compared with the total population of Beijing, the current more than 400 fitness clubs are far from meeting the future demand, and the fitness concept has not kept pace with the times, and the service level is generally not high. Some chain fitness clubs are facing potential problems, and these conditions provide us with a good opportunity to enter. It can be said that the fitness market in Beijing is calling for the arrival of new clubs.

Second, the market analysis

(A), fitness project analysis.

At present, there is little difference in fitness programs provided by gyms. There are many traditional fitness programs, and it takes a lot of time to achieve certain results. Due to the limitation of this reason, some potential customers give up the idea of fitness because they don't have much time to spend on it. At present, the popular fitness program is spinning bike, which is full of passion and sports atmosphere and is deeply loved by young and middle-aged people. Based on this, the idea of 30 minutes fitness will definitely have a good market. Because it not only achieved the expected effect in a short time, but also created a more popular sports atmosphere.

(B) consumer purchase analysis

1, consumption composition analysis.

Through the investigation, it is found that the people who participate in fitness are relatively concentrated. From the age point of view, young people in general, specifically young people aged 20-45, are more interested in fitness, which may extend to both ends in the future. These people have needs, not all of them are demanders. The real demanders still need capable people. In terms of income, the average monthly disposable income of such people should be 1, 000- 1, 500 yuan, with an average monthly disposable income of 200-500 yuan. Professionally speaking, fitness people should have a fixed occupation, which will not change in the next 1-2 years. In terms of gender, the proportion of men and women participating in fitness is almost 1: 1. Men prefer equipment sports, while women prefer aerobic sports. At present, the fitness crowd mainly includes college students, office workers and residents in middle and high-end residential areas.

2. Analysis of purchasing motivation.

There are two main motivations for fitness, one is to get a healthy body, and the other is to make your body more beautiful. Middle-aged people with the former motivation, people between the ages of 35 and 45, feel the decline of their physical fitness after working for many years before taking part in fitness exercises. People with the latter motivation are mostly between the ages of 20 and 35, and most of them are women. There are two purposes for this kind of people to keep fit, one is to lose weight, and the other is to gain muscle, all in order to get a better figure.

3. Analysis of information channels that affect purchase.

There are four main types of information channels that affect consumers' purchase: commercial advertising channels, such as advertisements and salesmen. In the survey, it is found that most clubs do not have large-scale advertising activities, such as advertising on TV and newspapers, and generally distribute leaflets and do outdoor advertising; Personal channels, such as family, friends, neighbors and familiar people. In the survey, it is found that the role of such people is much more important than advertising, so it is very important to make good use of such people to make good publicity. Public channels, such as mass media, consumer evaluation agencies, etc. , found that this kind of publicity is generally less; Personal experience channels, such as showing and trying out products. Most clubs surveyed have experience cards to attract consumers.

(3) competitor analysis

1, who is the main competitor?

At present, the main chain fitness clubs on the market are Haosha, Jade Bird, Zhongti Beili, Zhangbei, Baodiwo and Aoli. Among them, Haosha has the most gyms and the largest market share.

The market positioning of the fitness clubs I have investigated at present is roughly as follows:

The abscissa represents the quality of services provided, and the vertical axis represents the price. The size of the circle represents its market share, and the position of the circle represents its current market position. The circle of Wuzhou sports represents our position.

6-3

price

low

2. Analysis of major competitors.

At present, Haosha, the biggest competitor in the market, has high and low grades, low overall service level, complex position in the eyes of consumers and weak competitiveness in the later stage. China Sports Beili, Jade Bird, Zhangbei and Baodiwo are similar, and the service level is similar, but they are not very good. Our positioning is high-grade service and mid-range price, and its market space is very large.

(4) price analysis

The current annual card prices vary greatly, ranging from 499 yuan to 6000 yuan. Pricing strategies include mantissa pricing and integer pricing. Among them, middle and low-grade fitness clubs mostly use mantissa pricing, while middle and high-grade fitness clubs mostly use integer pricing. No matter how to price, we should first consider the size of its investment, and then match the relative price according to the service level it provides. It is worth mentioning that the overall investment of Haosha is very large, but the price is very low and the market share is very high. But I don't think this situation will last long, either Haosha will increase its price or Haosha will close down. And his overall service is not high. Member consultants only know how to attract customers to join the club at low prices, thus ignoring the service to customers. I don't think there will be more and more customers in the later period. So I think the investment in hardware, such as equipment, can be mid-range, not necessarily high-end. Consumers don't care much about this. What they value is service, which is high-end and the price is high-end.

(V) SWOT analysis of the company's own situation

SWOT analysis is a general market analysis method. Combined with Wuzhou Sports Development Company and the current market situation, the SWOT analysis of our company is as follows:

S: strength, advantages.

(Internal) 1. The 30-minute fitness concept launched by our company is advanced and scientific, which meets the goals that consumers want to achieve.

The desire to achieve ideal fitness effect and save time.

2. Our company is engaged in management consulting business, which is quite different from other fitness clubs.

Yes.

3. We have a great strategy and a team of employees who are united, helpful and active.

Our company has rich social and political resources in the field of sports, which is beneficial to our development.

Woman: weakness.

(internal) 1. Our company has no experience in the fitness industry, and there is little experience in this field.

Compared with other chain fitness clubs, our funds are not strong enough and the scale is not very large. (External) We haven't formed our own brand characteristics for the time being, and consumers don't know much about it.

O: opportunity, opportunity.

(Internal) Our company has different degrees of cooperation with the State Sports General Administration, Sohu and other large enterprises, and has cooperation with the news media.

We have a good relationship, which gives us a good publicity opportunity.

(external) 1. With the rapid development of fitness, more and more people participate in fitness. There is a great market space in the future.

2. At present, the fitness market is mixed, consumers can't agree with it, and they are eager for a professional fitness club.

The Olympic Games is coming, and the national fitness awareness has been strengthened, which is beneficial to our company's good fitness concept.

The promotion and implementation of.

4. Powerful foreign fitness companies have not yet entered the China market.

Threats, competition.

1. There are still strong competitors in the market, and their existence is a great challenge to us.

2. Our advanced fitness concept may soon be imitated and copied by our opponents, leaving us with no market opportunities.

3. The entry of subsequent competitors, especially the entry of large foreign companies, may make us face greater threats.

4. High investment cost and poor management are unfavorable to the development of the company.

SWOT analysis summary:

At present, the main advantages of our company are that we have huge market space, advanced fitness concepts attract consumers' attention, and good social relations. The prospect of Beijing fitness market is still very good, and the number of consumers is increasing. But this advantage is shared by all competitors in the market. What we have to do is to seize this opportunity firmly. At the same time, the competition we face cannot be ignored. In order to prevent our opponents from imitating our advanced ideas, we need to constantly introduce new ideas and stay one step ahead forever.

Solution:

(1). Use our existing media resources to promote our company's fitness. In my opinion, the more suitable publicity channels are: traffic broadcasts, bus display screens, websites (community websites), leaflets and other places that potential consumers can easily reach. At the same time, we should pay attention to the company's image advertising, establish a good company image in the minds of consumers and form our own culture.

(2) To create your own brand characteristics, I suggest using brands. The reason for this is the following：

The advantage of using different brands in different places is that if there is a brand problem in one place, it will not affect the image of other brands. But for our company, our financial and material resources do not allow us to make every brand better and stronger. Our energy can only be concentrated on one brand, and it is meaningless to be another brand. It is true that the use of brand has the risk of putting all your eggs in one basket, but it can strengthen the brand image, improve brand awareness and establish a good image of the company in the hearts of consumers.

At present, many fitness clubs adopt a brand, but these brands have different images in consumers' minds.

One. For example, Haosha is a low-grade brand image in the eyes of consumers, and Jade Bird is a medium-to-high-grade image. Haosha is a low-grade brand because of its low price and low service level, and Jade Bird is a high-grade brand because of its high-grade hardware facilities and good fitness environment. In the field of service, Jade Bird does a little better, but generally speaking, neither Haosha nor Jade Bird has professional services. The so-called professional service is not only a regular reception service, but also our unique fitness management service. This is something that others have not done. We can use this service to achieve our brand goals.

As for the risk of putting it in one basket, it can be solved by strengthening management.

(3) Create their own service features. In order to win more market share, we must improve our service level. Some services need to be simplified and standardized, such as the reception words and gestures when customers enter the door, and the words and gestures when they leave should be standardized and humanized. In a word, we should provide uniform and high-quality services. The service of each store is the same, the service for everyone is the same, and the service level is the same.

(4) Accelerate the innovation of fitness concept, which is faster than the imitation of opponents. Constantly introduce foreign advanced fitness concepts, but also combine their own culture to innovate.

Three. Problems and suggestions

(1) problem

It is not clear what strategy to adopt in the early market introduction. Because our company is the first time to enter the fitness market, consumers don't know us, and our competitors have strong strength, so what kind of pre-market introduction strategy we adopt to attract customers is very important. In order to recover the cost as soon as possible, we need to attract customers to join us as soon as possible, and we can adopt the strategy of fast write-off, that is, high price, high advertising and high publicity at the same time. This method may not occupy a large market share quickly in the early stage, but it leaves room for later price reduction to attract more customers. If you want to occupy the market as soon as possible, you can adopt the strategy of rapid penetration, that is, low price, high advertising and high publicity. This method can quickly occupy the market, but there is not enough room for price increase in the future. Now the final business price set by our company is 2000-2500 yuan, which is between these two strategies. The price can be high in the early stage, and then it will drop to 2000-2500 when it stabilizes; You can also use low prices and increase them to 2000-2500 after stabilization. If 2000-2500 is unchanged from the early stage, I think we should attach great importance to the early advertising. After all, we have no consumers in the market to know, and huge advertising investment in the early stage is inevitable.

(2) Suggestions

1. Don't give up the college student market. First of all, college students accept new things faster. Secondly, they have plenty of time to exercise, and their awareness of fitness is stronger than that of the general population. It is not difficult for them to spend 150 yuan on sports every month. There are many obese college students, and most of them have good families. They are popular candidates for fitness. Finally, fitness can shape a beautiful figure, and I believe many girls will not refuse the opportunity to become beautiful.

2. The types of cards can and should be diversified. Card variety mainly refers to the card variety in 2008. There are not only one-year cards, but also two-year cards and lifetime cards, not only single cards, but also double cards, couple cards, family cards and so on. Because the needs of consumers are diverse, especially in the service industry. The purpose of our marketing is to meet the needs of customers, and at the same time, we should take measures to stimulate the potential needs of customers, so that these potential needs can become real needs and be met.

3. Centralized marketing strategy. Its characteristic is to concentrate resources and ability to enter one or several market segments as the target market of the enterprise, and to formulate a set of marketing strategies to occupy a larger share in the smaller market. In my opinion, combined with the actual situation of our company, we should adopt this strategy of using good steel on the cutting edge, making it smaller, stronger and more refined, and then making it bigger and wider.

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