How about daily yoga?
On the one hand, its online business is improving day by day, and paid content and e-commerce bring a steady flow of daily yoga. On the other hand, daily yoga needs to further transform online traffic, at the same time enhance user stickiness and build a brand. Prior to this, daily yoga led traffic to cooperative venues, but it could not guarantee the quality of service.
At the beginning of last year, Daily Yoga established an experimental yoga hall in Xi 'an, covering an area of more than 200 square meters, with an initial investment of more than 200,000 yuan. "Before we started to do it, teachers, courses and service systems were all ready," Li told Lazy Bear Sports. This experimental museum has also been upgraded this year, with an area of 500 square meters.
After nearly a year of exploration, Li believes that the time is ripe for daily yoga to officially go offline. From June 5438 to February last year, daily yoga began to plan to open in Beijing.
Site selection in the first month, decoration in the second month, and official enrollment in the third month. Not long ago, RYT officially graduated from the first 200-hour teaching and training course (certified by the American Yoga Alliance as a registered yogi). In just one quarter, the first yoga studio of Daily Yoga achieved profit, which Li Zepeng regarded as a small miracle.
Because outside the Fifth Ring Road, the initial investment of this venue is low. In terms of revenue, both teaching and training business and membership courses can fully enjoy the dividend of online traffic, avoiding the traffic problems faced by many offline venues in the initial stage.
Li introduced that some students even came from Xinjiang to receive face-to-face teaching from online teachers. The cost of teaching and training classes is 1 ten thousand yuan per period, and each period 15 people.
But from online to offline, this transformation cannot be achieved overnight. The doorway of offline physical service industry is difficult for most online teams to grasp quickly.
The first is positioning. Li said that in the future, the area of daily yoga venues will be roughly maintained at 300-500 square meters, which is different from the polarization trend of small chain venues and high-end clubs. From the pricing point of view, daily yoga membership courses are divided into 8,888 yuan annual cards and 5,000-20,000 yuan stored-value cards, and the prices of individual courses range from 100-200 yuan. The yoga studio of daily yoga is positioned in the middle end, and its market acceptance needs to be tested.
Daily yoga Beijing Pavilion classroom.
The second is site selection. Daily Yoga visited nearly 90 candidate sites in Beijing. Winning a good position is a big challenge for all offline formats. Li told Lazy Bear Sports that the future site selection will be adjusted according to the business rhythm, and prosperous areas will be considered if appropriate.
Although there is online traffic support, in general, offline venues can only serve consumers within 3-5 kilometers around. In order to realize the flow efficiently, daily yoga needs to be started quickly on a large scale.
The advantage of daily yoga lies in the massive user data accumulated over the years. Li found that users outside the Fifth Ring Road in Beijing spend more time on daily yoga than those in the city center, while users in second-and third-tier cities spend more time. These big data can provide effective reference for future venue location and maximize traffic conversion.
But daily yoga also values the flow brought by the venue itself. Maolong Cultural Industrial Park has more than 3,000 employees, and there is no similar fitness format around it, which brings a lot of new traffic to daily yoga stores.
Furthermore, the operation of offline venues involves unified standard services, good user experience and stable quality teachers. As a novice, daily yoga takes a long time to explore in this part.
It took six years to get out of Xi 'an, and the expansion of daily yoga in Zhang Zhilu was steady and steady. Li hopes that offline business can support half of daily yoga in the future. Although it is secretive about the next store expansion plan, daily yoga has shown its ambition in the process of becoming a comprehensive service brand of global yoga fitness culture.
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