Keep registered users exceed 100 million, user monetization problem needs to be solved urgently

domestic mobile sports application Keep has officially announced that the number of registered users has exceeded 100 million, and the next step will be commercialization.

fitness market continues to be hot, the first platform with more than 100 million users was born. August 14 news, the domestic mobile sports application Keep officially announced that the number of registered users has exceeded 100 million, the next step will be commercialized. In the context of national fitness, a large number of fitness App continue to emerge, Keep, Yuet running circle, Wake, hot fitness. All kinds of fitness App flooded the market. Although a large number of users have gathered on App, how to realize more value through user cash and how to break the commercial road of fitness App is still the biggest problem.

< strong > users < / strong >

Keep has logged on to the Apple Store since February 4, 2015. as a mobile fitness platform with content teaching and social mode, the company has officially announced that the number of registered users has exceeded 100 million. The platform products were initially dominated by fragmented unarmed, equipment fitness video courses, supplemented by social networking. At present, the products already cover fitness, running, shopping malls, diet guidance, cycling, step keeping, live sports and other functions. In the past two years and seven months, Keep has completed five rounds of financing, including Angel Wheel. It is understood that after the number of users exceeds 100 million, Keep will also start the process of commercialization.

regarding the commercialization process, future plans and current profit model of Keep, the reporter contacted the person in charge of Keep, who said that Keep's current profit model includes e-commerce, advertising, and is also trying to pay for knowledge such as live streaming. The source said that Wang Ning, founder and CEO of Keep, said in a private speech that Keep users spent 921 days, and it was still a relatively young company. After the number of users exceeded 100 million, the platform was equivalent to a new order of magnitude. To have a new level of thinking, the next thing to do is how to make this group of users generate more value in Keep. This value is also some value that users volunteer to contribute. It is the value generated for other users and for the platform.

"in the first three quarters of 2017, the core purpose of Keep is to make the scale of the platform larger and the forms of movement more diverse, so that users can dabble in a wider range, and there may be some adjustments in the fourth quarter. This is the question to be considered in the next stage, which is what value it will produce to the user. " For the first stage to focus on being a user, Wang Ning said that Keep is not deliberately evasive (profit), but does not want to run with two goals.

< strong > commercialization breaks the game < / strong >

Keep, which has hundreds of millions of users, how to turn users into value in the process of commercialization is still a difficult problem to be solved urgently. Document No. 46 makes the sports industry become a hot spot of investment, and national fitness has risen to the national strategic level, followed by an upsurge of marathons, road runs, fitness and so on. A number of sports start-up companies have taken advantage of the opportunity, and a large number of fitness App was born under this background.

the reporter learned that from the initial simple step-counting function, the entry point of sports fitness App has gradually developed to functional diversification, such as Keep and FitTime, which cut into the fitness industry with video teaching; music power with personal health data; Gudong and Yue running circles represented by running and socializing; Wake with yoga teaching; and city-wide heat training belongs to the O2O fitness service category.

for more than two years, fitness App still emerges one after another, but successful commercialization cases are still rare. Beijing Business Daily reporter through the comparison of several fitness App found that this kind of App is basically based on fitness courses, training, clocking in, the function of direct consumption through users is very limited. For example, Keep, in training courses, running, cycling and other functions, can already provide corresponding training according to the different needs of users. App also accounts for a large proportion of fitness knowledge, exercise, diet, user social interaction and other contents. The proportion of Keep "mall" section, which is an important channel for commercialization, is small. A reporter from Beijing Business Daily found that by comparing the sales volume of Keep Taobao Mall and Keep built-in Mall, Beijing Business Daily found that The total sales of fitness mats priced at 99 yuan are 65152 in App Mall and 2766 in Taobao Mall. The 39-yuan running waistbag sells a total of 46989 in App Mall and 1881 in Taobao Mall. At the same time, users can shop in Keep's built-in mall directly through Wechat, Alipay, Apple? Pay and other methods of direct payment.

< strong > is still in the training period < / strong >

fitness App breaks out by taking advantage of the sports boom, but the business model is not perfect, and the way to make profits by relying solely on online resources is very limited. Advertising, e-commerce and payment models have become profit attempts of many App, but many people in the industry analyze it. At present, users' payment habits need to be formed, and it still takes time to develop.

the reporter learned that FitTime and Keep belong to the same type of products, mainly with customized training courses, fitness and diet knowledge, user socialization and other functions, while shopping malls account for a small proportion. Yuehuan App is mainly social running and belongs to the fitness subdivision field. Users can have a good running experience by using the App, and they can also achieve their fitness needs by joining the running team and signing up for online and offline events. It is worth mentioning that the online events on this platform will launch related events through different themes or different sponsors. At the same time, related derivatives will be generated along with the events. For example, the products around the event, such as medals, T-shirts, kettles, hats and so on, users will sign up for the competition, and after the competition, they can get the medal of the event, and they need to pay for it. Wake is a fitness App specializing in yoga-related content, and its current functions include yoga training videos, master courses, live streaming, user social networking, etc., in which training videos are divided into free and paid videos. At the same time, Wake has launched a super VIP membership payment model this year. In addition, although Wake mainly focuses on online teaching, it has also extended its tentacles to offline, and two offline yoga studios have opened in Beijing.

Zhang Qing, CEO of Beijing key Road Sports Consulting Co., Ltd., said that Keep already has hundreds of millions of users and the flow is large enough. Their big data analysis must be visualized and let users feel that there must be professional team strength behind it. According to the needs of fitness users, based on their big data and interactive technology, give users a tailor-made fitness guidance, which all need to grasp the essence. Work on the original niche market.

Zhang Qing believes that in the future, with the help of sensors and other sensing devices, users may input body data, combined with their fitness needs, to carry out customized fitness services. If users want to get tiered services on App, they need to pay. Keep already has hundreds of millions of users. If tiered payment is implemented, the conversion effect is obvious. However, Keep still has a lot of content to upgrade, although it began to rely on free content to attract a large number of users and earn revenue from advertising, but if you directly do e-commerce conversion or other payment models, then some advanced users will be lost in the future, and users will become less sticky. In addition, the payment habit can be cultivated, if consumers in training, App can provide them with appropriate guidance, through such a lightweight, convenient fitness application guidance to transform users, will not affect user stickiness, and can achieve commercial transformation.

it is understood that this year, Keep has begun to place brand advertisements in important sports venues and stadiums in first-tier cities, such as gymnasiums, gymnasiums, basketball and football, to deepen its impact on direct target users; at the same time, Keep will extend its tentacles from the original vertical sports field to the entertainment field to carry out cross-brand cooperation. at present, Keep's cooperation targets include Adidas, Anderma, Biouquan, Ludeqing and other brands. As to whether it is possible to build an offline gym in the future, the relevant person in charge of Keep said that it is currently under investigation.

Edit: mary