During the Spring Festival, Keep Live Class launched a series of special programs around the Spring Festival, allowing users to follow the rhythm of the live class to complete the training in a cheerful atmosphere. According to incomplete statistics, as of the end of the event, the total number of participants in the live broadcast class exceeded 250,000, and the number of follow-up training exceeded 500,000. Among them, "Keep country email list Move Fat Burning Party · Chinese New Year Special Edition" became the most popular live broadcast course for users during the Spring Festival. Why is this company so fast? How about being an industry number one? What is the current state of the industry as a whole?
This article will analyze the perspective of KEEP to give you a deep understanding of the company and the operation logic of the online fitness industry.
This article will analyze the following aspects:
1. Industry analysis
At this stage, China's sports and fitness industry is in a development period of policy incentives, the situation is improving, and technology promotes the development and upgrading of the industry. However, there are also unbalanced development of the industry structure, poor reputation management of traditional fitness companies, and insufficient business model innovation in the sports and fitness field. Pain points. The sports and fitness industry is an industry affected by macro factors. Next, we will start with the PEST model and analyze why the fitness industry can develop so rapidly.
1.1 Politics level
In 1995, the State Council first promulgated and implemented the "Outline of the National Fitness Program", which is a major decision for the country to develop social sports and a programmatic document for the development of national fitness in my country at the end of the 20th century and the beginning of the 21st century.
In 2014, the State Council promulgated Document No. 46 "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption", which clearly raised national fitness as a national strategy.