This phenomenon is the biggest good news for fitness equipment manufacturers. Today, let's discuss how such manufacturers write promotional soft articles, so as to turn this good news into real sales.
First, adopt an appropriate writing style. For this kind of manufacturers, the starting point is to promote their own products, and fitness equipment is generally expensive, so adopting news style and publishing it on the news portal can best reflect the authoritative position of fitness equipment manufacturers in the industry.
Secondly, combined with industry hotspots, it leads to the promotion of fitness equipment. At this point, the author of the soft article can combine the hot news of the fitness equipment industry to lead out the products. For example, writers can explain the overall trend of scientific and technological innovation in the fitness equipment industry, and the publicity target is the most eye-catching in scientific and technological innovation.
Third, highlight the scientific and technological innovation advantages of fitness equipment. This is a continuation of the second point. The author should focus on what aspects of the advertised products are innovative and what advantages innovation brings, especially compared with similar products of other brands.
Fourth, highlight the convenience of brand fitness equipment at home. At this point, the soft-text writers need to coordinate with the second and third points on the convenience brought by the publicized brand fitness equipment to citizens' fitness and the benefits brought to citizens' daily health care, so as to guide citizens' consumption behavior.
Fifth, do some related promotional activities to combine publicity, such as pre-sale preferential prices and so on.
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2016165438+16 October, Yisheng Sports, a wholly-owned subsidiary of Easyhome, opened its first fitness club in Easyhome, Beijing. Yisheng Sports is a sports fitness company wholly owned by Easyhome, which integrates sports fitness, sporting goods, business clubs and other functions. In the future, Yisheng Sports will rely on its own venues to achieve national expansion.
On April 20 16, Easyhome established Beijing Yisheng Sports and Fitness Co., Ltd. with a registered capital of 20 million yuan. Like Easyhome, Yisheng Sports is also positioned in the middle and high-end consumer groups, focusing on fitness services, sports events, sports product retail and sports media.
Yisheng Fitness Club not only provides comprehensive fitness services, but also strives to build a "one-stop health service platform" integrating sports health, leisure and entertainment, business and social interaction.
Yisheng Sports will rely on the advantages and capabilities of Easyhome Group in terms of talents, services, funds and social resources to build a gym different from the traditional one from three aspects: "professional fitness, big house living concept and hotel-style service".
Different from the commercial value chain of "sales first, private education second and service third" in the fitness industry, Yisheng Fitness Club will form a brand-new value cycle of "service first, excellent group training, professional coaches, supplemented by diversified product operations, and natural sales".
It is reported that Yisheng Sports will open a second fitness club in Lize Store of Easyhome this year, and will open six more branches on 20 17, and expand to Easyhome in other places.
In addition to the fitness club, Yisheng Sports will also open an experiential sports mall in the store of Easyhome, introducing high-end sports such as indoor ice and snow, surfing, fencing, rock climbing, golf and tennis, integrating high-end sports experience and international professional sports retail.
At the same time, outdoor sports equipment, accessories, sports nutrition, sportswear and other products will be displayed and sold around various sports experience areas, and the stadium-style retail model will be explored.
Yisheng Sports will also use its own venues to introduce diversified sports health projects, carry out the commercial operation of sports events such as football, basketball, fencing and fighting, as well as the IP of sports events with certain popularity.
Lizedian experiential sports mall project and related business of event operation will be launched on 20 17.
On the opening day, Easyhome also reached a strategic partnership with the Kunlun Finals. The two sides will jointly hold the Kunlun Finals on a regular basis, give full play to their respective resource advantages, and enhance the brand value and commercial value of both sides.
Easyhome entered the sports and fitness industry through Yisheng Sports, continuing the idea of transformation and upgrading to "family consumption ecological circle", which is an important step for its construction to focus on middle and high-end consumers and gradually extend to sports, property, catering, cinema, pension and other formats.