Future fitness development trend: fitness + wearable devices + big data + smart recommendation
The domestic fitness fever is mainly driven by the innovation of fitness O2O before it enters the public's field of vision. The originator of fitness O2O innovation is ClassPass, founded in 2013 by Payal Kadakia. Work with the gym's venues or participate in many fitness classes in the gym. This "integration and dispersal" platform model quickly gained the favor of users and capital. Subsequently, domestic entrepreneurs began to deploy in the fitness field at the end of 2014. Early entrepreneurial projects have benchmarked ClassPass, and connected O2O platforms include bear running, burning, city-wide refining, boiling moments, training, etc .; fitness video teaching + social as a starting point are hot fitness, FitTIme, Keep, etc .; with the appointment of coaches as the starting point, there are green oranges, appointments with coaches, and so on. In the following year, various innovative models began to test water, starting from the perspective of vertical subdivisions such as running, yoga, cycling, skiing, football, etc .; reshaping business from social, e-commerce, smart hardware, sports and medical aspects The pattern serves as an entry point. Early start-up companies in the fitness field mainly have two business models, one is a heavy model centered on venues, and the second is a light model centered on content. The representative of the heavy mode is a platform such as the bear running and burning, which mainly cooperates and drains with the offline gym, while the representative of the light mode is a platform such as hot fitness and Keep, relying on its own video teaching courses to form online users Resources. The former is directly connected with the gym, and its monetization ability is very strong, but the coverage of the crowd is relatively narrow, the operating cost is relatively high, and the target user is heavy fitness enthusiasts. In addition, we must consider how to cooperate with the offline gym (big problem). The latter covers a wider group of people, and can rely on the content of the platform to gather to mild lovers, and can form a good fitness community. The essence of the Internet is traffic, and users are the core, so the business model of the light platform is bound to develop rapidly. Regardless of whether it is early marketing, merchant acquisition, user acquisition, user operation, or later to explore the profit model based on the number of users, light platforms have obvious advantages. For example, after training, users can cut into offline fitness venues or e-commerce models like Nike + Running, which has a lot of imagination. Here we focus on the later development model of content-based fitness platform. Here we only discuss how the new idea is implemented, such as how to e-commerce innovation of fitness platforms. For the macro market size and logical derivation of demand, it is familiar to entrepreneurs in the fitness industry, so it is beyond our discussion. I personally think that the originator of the "fitness + e-commerce" model should be Nike + Running, a mobile app launched by Nike in 2010 for running, which combines sports, social and e-commerce elements. Nike is very targeted for this application, one is the collection of user health data, the second is the promotion of Nike products, and the third is to precipitate users through social viscosity. This is a very straightforward fitness + e-commerce model, which provides a model for domestic entrepreneurs to learn from. It should be noted that Nike + Running's e-commerce platform only provides its own brand. Due to the limited category, Nike + Running looks very smart. The focus of the product is still to highlight the running function. So it will not affect the user's overall experience. If the existing platform really wants to cut into e-commerce, you may want to consider the following issues in advance: Do the whole category or a single category? If you choose the whole category, how can you ensure the positioning of the product movement? How to avoid becoming a grocery market? Do you need to develop separate e-commerce products? How is the product designed to facilitate diversion? If you choose a single product category, how to determine the product type? How to meet the needs of users? Do you plan to design your own brand? ... Wearable devices from concept to the real landing in the field of sports make sports become a fashion, so that sports data becomes visible. The development of wearable devices in the field of sports has increased the innovative imagination of the fitness industry. Personal health database can be formed through wearable device comprehensive detection of user movement data. Based on these collected data, on the one hand, you can analyze the user's health status and intelligently recommend reasonable sports training programs, health guidance, or diet programs for the current health status. Here we need to consider how to break through the existing information island. Intelligent hardware is still in its infancy, and there are problems such as relatively simple and inaccurate collection of user movement data. With the further development of technology, the functions of wearable devices will increase, and user movement data will be fully captured. From the perspective of the vertical division of labor in society, hardware design and development work will be undertaken by independent companies, who directly control the user's sports health data. As a platform with content, it is necessary to consider how to cooperate with them, how to clean and model these data, and then intelligently recommend the corresponding training programs, health guidance, diet programs and other content to users. There are two aspects involved, one is the application of big data, and the other is medical information resources. As an entrepreneur in the fitness industry, we must put our vision into these two fields. For the platform model of "video teaching + social", the video teaching course is the content. The platform is characterized by standardization of content products, wide audience area, and low marginal cost. Users can follow the video teaching to complete simple training without restrictions on places. This is very different from the traditional high-end one-on-one personal trainer. The former is characterized by standardization and a large audience, while the latter is characterized by personalization, more professional, and service-oriented. For entrepreneurs in the fitness industry, one way to monetize the product is to divert existing active users to offline fitness venues to allow them to generate more additional demand. The following will discuss how to build a smart fitness venue based on a certain amount of users and content to increase the user experience and reduce the operating costs of the fitness venue staff. With the development of intelligent hardware technology, existing fitness equipment will be integrated into an intelligent monitoring system. Through multiple sensors, the user's fitness data can be collected in real time and transmitted to personal accounts, or through stereo scanning to monitor the standardization of user actions and prompt reminders to correct . In addition, video teaching courses will be combined with the application of VR technology in the fitness field. Users can follow the video content for immersive fitness training, just like a real coach is doing demonstrations, which will have a certain impact on personal coaching services. Finally, the intelligent system will also be applied to every link such as access control, equipment, wardrobe, etc. of the fitness venue, and a data closed loop will be formed after the online platform is connected. The development of big data and VR provides more imagination for the fitness field.
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