Editor's Guide: In recent two years, everyone has gained a lot of weight at home because of the epidemic, and the fitness craze has gradually swept through every beauty lover. Keep, as an internet fitness software, has always been recognized by fitness people. The author of this paper analyzes its user operation system, hoping to help you. First, keep the business logic disassembled 1. The background "Self-discipline, Give Me Freedom", is it familiar? This is the slogan of companionship. I still remember the first time I saw the keep advertisement. 15 came to Beijing as an intern when I just graduated. It was on a bus stop sign on the way to the company that I first learned about keep company. According to Baidu Index, the fitness craze in China also started in May of 20 14 and May of 20 15. Since the launch of keep in February, 2065438+2005, the number of Keep users in the fitness field has exceeded 200 million, and the monthly activity has exceeded 30 million. In the process of user accumulation, KEEP accumulated 1 1 10,000 users in 50 days, which made the whole industry look impressive. From May, 1965, 438+06, Keep surpassed gluttony to become the second monthly activity, and in early 2065, it surpassed Yuedong circle to become the first monthly activity, 438+08. Keep was launched in February, 20 15, and completed angel round financing and A round financing in one month, A+ round financing in two months, and $32 million in C round financing in May, 20 16. In August of the same year, it won the strategic investment of Tencent130,000 in C+ round. In July of 20 18, the D round of financing was 654.38+27 billion US dollars, and in May of 2020, the E round of financing was 80 million US dollars, with a valuation exceeding 654.38+0 billion US dollars. In 202 10/0/month, KEEP completed another round of financing of $360 million, and its current valuation exceeds $2 billion. After duolun financing and rapid growth of users, keep finally surpassed Glug and yuedong circle and became the head company in the fitness field. 2. Milestones of 2.keep company (according to official website's introduction) 3. User analysis1) the user scene created by keep lives in a metropolis, goes in and out of various high-end office buildings every day, usually works overtime, has no time, and wants to use the spare time in the office to exercise or go home to exercise at night. (Main user group) Students who have time but don't have Grandpa Mao are eager for scientific fitness, but if they have the money, they are eager for scientific guidance in the dormitory or school playground. (Major user groups) Look at the rising numbers in weighing scale, frown and miss. If you want to lose weight, you can't start. On the one hand, you worry that you won't lose weight, on the other hand, you worry that bad exercise will hurt your health. Looking at other people's slim bodies, beautiful faces, strong muscles, handsome faces and their own fat bodies, I don't know how to exercise. 2) Target users of keep According to the latest data released by KEEP, among the users of Keep, women account for 58.5%, men account for 4 1.5%, and users under 30 account for 76%, which is OK. Nowadays, young women have higher requirements for figure and appearance, with the main purpose of losing weight and shaping. On keep, you can see carefully prepared fitness courses for women, such as: good morning yoga, temperament yoga, physical therapy yoga, fat-burning donkey riding, fashion dance, good night yoga and other courses. In addition to fitness courses, there are also corresponding diet packages and sports and fitness supplementary foods. Nowadays, young men have begun to pursue their figure and appearance. In order to develop eight-pack abdominal muscles, they also redouble their efforts. KEEP has done muscle enhancement courses for male users in the app, such as sweating, abdominal muscle tearing, and abdomen elimination. 3)keep's fitness classification is more about the user's fitness needs, matching the corresponding courses from the user's goals, content categories (fitness methods), parts, stages, duration, specific actions, public needs, suitability for the crowd, limited venues and so on. Objective: To reduce fat, change posture, gain muscle, preserve health, relax, exercise and improve ability. Content categories: fitness, yoga, aerobics, running, meditation, dance, fighting, pilates; Location: whole body, abdomen, waist, legs, arms, hips, back, chest, neck and shoulders; Stage: zero foundation, primary, advanced and intensive; Duration: 1 week, 2 weeks, 3 weeks or more; Specific actions: zero noise, no equipment, no jumping; Suitable for people: women, men, student party, heavy weight, postpartum mother, physiological period, small weight, office workers, middle-aged and elderly people; Space limitation: home, outdoor, dormitory, office. Since everyone's demand for exercise is not single, you can make multiple choices according to the above contents, and the app will recommend appropriate exercise courses and plans according to the selected contents. Among the courses and plans recommended by the system, keep has introduced the corresponding paid membership mechanism and paid courses, including the exclusive courses for members. 4) User Portrait Keep released the data report "National Sports Life Award" on June 5438+ 10, 2020. Keep is a sports and fitness platform with social attributes, with about 200 million active users. Keep is based on the exercise and fitness behavior data of these 200 million+users, based on data analysis. According to the statistical analysis of the data, it can be seen that the total time for users to exercise on the Keep platform is as long as 22.4 billion minutes; Burning 13 1 1 100 million calories; Running mileage * * * 740 million kilometers; The content of community interaction has reached 800 million words. Exercise 4.64 times a week, with an average duration of 20 minutes; Keeper users have an average of about 4-5 days to exercise every week, and the time is about 20 minutes; The general exercise time will be from 20: 00 to 23: 00, accounting for 62.2%; Abdominal muscle exercise course is a favorite exercise method for keeper users. Keep users are divided into three categories: students, office workers and silver-haired people. Among them, three types of users have shown high enthusiasm for reducing fat, but for other needs, each user has different emphasis. Students are more inclined to shape and build muscles. Office workers have needs for health, shaping and muscle building. The sub-health of office workers is more serious now. Fitness can change their health and shape and increase their muscles. For silver-haired people, they are more inclined to be healthy. Exercise makes their bodies stronger. Among them, 7 1.6% of keeper used Keeper's social attributes to strengthen the gathering of new friends or social friends. Young people pay attention to reducing fat and caring about the change of body shape. Compared with last year, dancing has increased by 65% (due to the rise of small video, Tik Tok, Aauto Quicker and video number). Artistic skills that used to have a threshold are easier to learn in the Internet age. On Monday, there were 26,605 people who insisted on exercising every day on keep. Constantly challenging yourself is also a kind of spirit. 73% of users have challenged keep's new curriculum and new sports experience on keep. Among them, the per capita monthly income of keep is about 8,000 yuan, and 44.5% of users own real estate, which shows that the core users of keep are urban white-collar workers and above, and they have certain spending power. The new generation after 90 and 00 are more inclined to invest in the field of physical fitness; Girls spend more money than boys, and girls care more about their figure and appearance; Among them, bracelets, chicken breasts and body fat are the most expensive, indicating that young people now attach great importance to healthy exercise, healthy diet and body management. According to the above user data behavior analysis, we can put forward the user portrait of Keeper: Summary: Keeper users are mainly divided into: school students, young office workers and the elderly. The main usage scenarios are: school dormitory, outdoor, office and home users are mainly concentrated in first-tier cities such as Beishangguangshen and Shenzhen, new cities and second-and third-tier cities. Compared with some users, Keeper enjoys exercise and fitness, and is highly sticky to Keeper. For students and office workers, there may be the risk of interruption due to work and study. It can provide professional fitness guidance for sports white users. 5) Look at keep's business logic homepage from the homepage: keep homepage will intelligently recommend corresponding long-term training courses according to the user's past sports data, so as to increase the user's retention and activity. At the bottom of the keep homepage, some KOL fitness teaching videos and official keep live classes will be recommended, allowing users to directly connect and increase user activity. Of course, keep will also add the most important fitness functions on the home page, such as live classes. Users need to pay or recharge to watch live courses. Live class: keep was first used to charge the number of times and members independently. Users can buy the corresponding number of times to watch live lessons and follow up. Now the rights and interests of the live class have been included in the membership rights and interests. Community: I worked in keep for a while before, mainly responsible for the community operation of keep. At that time, keep started to be its own community from 20 17. At first, keep divided the community into fitness experts, diet and other categories, which made it convenient for users to search according to their favorite content. Now keep divides the community into: attention, choice, circle attention: kol users or other fitness experts concerned by users; Keep has set up an audit team to screen the fitness, diet and other information sent by users every day, and select the best quality content to recommend according to the standards. Circle: groups with themes, and everyone can enter the corresponding groups according to their own preferences and favorite content. Plan: In the plan, users can watch the daily calorie consumption data and intake data, and the relevant data here need to be recharged by vip members. There are more user behavior attributes and sports labels, and related sports are recommended. Accurate recommendation (which can attract users to recharge paid members) includes free courses and paid courses. Mall: keep now has not only paid fitness courses, but also paid goods such as fitness food and fitness clothing equipment. Commodity categories are planned around three categories: fitness food, intelligent hardware and sports equipment. The advantage of the goods is that the quality of the same journey-solving customers' itch, self-operated brand-is guaranteed and can be returned within 7 days-and the shopping cart and my shopping mall are located in the lower right corner separately, not in my page, so the business logic is explained as follows: according to different. Meet the essential needs of users, make users willing to pay, realize user value through membership system and paid courses, and increase the paid realization of peripheral products such as sports through the excavation of user value, thus further enhancing user value. Second, the "home page" label of the keep user operation incentive system mainly carries the attraction and retention attributes of new keep users and users. The content presented is to intelligently recommend sports courses and sports modules and the sharing content of KOL users/stars according to the basic information filled in by users when registering or previous sports information; The latest version of the "community" tag function has increased my concern about the social attributes of users and browsing groups that I am mainly interested in; Select mainly carries the content shared by KOL/KOC with content producers and the social retention function of users; Circles are similar in nature to communities. Join a group that interests you and encourage each other together, such as running. The "Plan" tab mainly carries the user's fitness plan, diet plan, daily consumption and calorie supplement on the platform, and guides the user to eat and exercise scientifically. Keep recommends scientific and reasonable fitness courses and daily calorie supplements for users who have not made plans (which can be changed according to their own situation) according to the information of users' physical completion: member user transformation and user active paid activity plan (the main realization module of keep member products, paid courses and paid activities); The Tab function of the "Mall" mainly carries sports food, fitness food, healthy meals, equipment and intelligent equipment provided by the breeder (which is the key module to realize the breeder's products); My tab combines my personal data, courses and plans I have attended, and includes various user incentive systems (badges, sports levels, etc. ). Keep provides users with corresponding fitness equipment and diet by providing systematic professional guidance such as fitness, weight loss, health preservation and sub-health exercise, and builds a comprehensive fitness user ecosystem. At present, Keep has covered online and offline channels, provided fitness guidance for urban white-collar workers who have no time to go to the gym online, and built a commercial realization model of keep by selling offline fitness courses through the offline keepLand gym. 1) Maintain the user's life cycle definition and value ladder. According to the types of users, keep users can be divided into: passerby users, novice users, content/service consumers, content creators and consumers. The same real user may play the role of multiple product users in the product. 2) Keep the community users layered and keep the community business module users, corresponding to the content consumers and content producers. The pyramid model is suitable for user layering. As can be seen from the authentication system of KEEP, keep first divides users into individual \ institutional users and domain experts, which correspond to different user growth systems respectively. Among them, identity authentication is divided into personal authentication and institutional authentication, which correspond to different user needs respectively. Keep can be personally authenticated or cooperated with keep as a company. As can be seen from the user authentication instructions of Keep, Keep divides the first batch of people into two categories: identity authentication and domain experts. 1. From top to bottom, identity authentication is the official account of public task, industry expert (KOL/KOC), enterprise or organization. 2. Domain experts are high-value/high-quality users in a certain fitness field. User level explanation 3)keep level growth system (latest) 4) Medal reward system keep badge system is relatively large, mainly divided into milestone events, amusement parks and keep amusement parks. The following picture shows the milestone and amusement park badge: Remarks: Some data refer to Zhihu Author: Hann' g-z, who likes reading and traveling and has been a primary school student for 2 years.