Keep is a product to solve the core problem in the era of 1.0. For Xiao Bai, who lacks exercise and fitness experience, the appearance of Keep solves the pain point that they want to exercise but don't know how to exercise. Compared with the traditional way, please ask a special personal trainer to meet the needs of users at a lower cost (free) through the mobile APP video tutorial. In fact, its curriculum has been thought a lot. Instead of launching a lot of tutorials for gym-specific equipment like a fitness app, people's pursuit of a good figure is satisfied with more humanized courses such as no equipment and self-weight training. At the same time, a user sharing channel was set up to meet the needs of KOL's early sharing of fitness experience and create a UGC environment.
In the 2.0 era, Keep has been verified and needs to increase the number of users, so the main purpose of Keep in the 2.0 era is to grow. User guidance is the theme song of this era, guiding users to train, guiding users to produce content (dynamics, comments), guiding users to complete training reasonably and so on. Incorporate PBL mechanism into products to improve user retention rate.
The era of 3.0, the era of social economy, is the best period for realizing traffic. The core task of this indicator is operation, and both the content and the product module are user-centered changes. The most important thing is that the mall appears for the first time, and there are obvious channels for realizing it. Up to now, Keep has developed for about 1 year and a half.
From the 3.0 era to the 4.0 era, it is a big version era, and the cycle of the big version is calculated in one year. It can be seen that the company's internal strategy has also been planned for a long time. Keep in this era makes the original modules more elaborate, and it can be seen that each module has its own product logic, and each module can promote each other. Increase user usage scenarios, operational activities, KOL realization (with goods, fitness meals), etc.
The 5.0 era is obviously the division of users. The coverage of multiple scenes shows the embryonic form of the fitness platform. However, the APP of this era has updated a lot for the changes in the user interface. It can be seen that the team style has changed a lot, which may be due to the frequent turnover and adjustment of the company's personnel, or the adjustment of the organizational structure brought about by the change of the platform.
After 6.0, try more ways to realize and establish a fitness brand. Realize from many angles such as goods, courses, members and O2O gyms.