簡(jiǎn)介:REMAININGCOMPETITIVEAGAINSTLOWBUDGETFACILITIESANDOTHERS,24/10/2014,在低價(jià)及其他健身機(jī)構(gòu)面前保持競(jìng)爭(zhēng)力,WORSTNIGHTMARE,,YOUWAKEUPONEDAYTOFINDACOUPLEOFLOWBUDGETFACILITIESARECOMINGTOTOWNANDOFFERINGMEMBERSHIPSATAFRACTIONOFWHATYOURRATESARE,IT’SEVERYGYMOWNER’S,對(duì)于每個(gè)俱樂(lè)部老板老說(shuō),最恐怖的噩夢(mèng),你某天忽然發(fā)現(xiàn)一家低價(jià)健身場(chǎng)所將來(lái)到你的地盤而且他們的會(huì)籍費(fèi)只是你的幾分之一,LOWCOSTGYMSHAVETHEMIDMARKETHEALTHCLUBSINTHEIRSIGHTS,低價(jià)健身俱樂(lè)部會(huì)把中等健身俱樂(lè)部放在自己槍口下,,,20,FITSPACEISTHEIRFIRSTGYM,80,PREVIOUSGYMEXPERIENCE,PREVIOUSGYMEXPERIENCEVISUALINSIGHTRAYALGAR2011,RESULTS效果,SUPPORT協(xié)助,ENJOYMENT,FACILITIES,COST,ATTENDANCE使用率,LOCATION位置,3,3,6,11,14,26,26,0,5,10,15,20,25,30,ILLUSTRATESTHEMAINREASONFORLEAVING,UNSURE,MORETHANAYEAR,712MNTHS,46MNTHS,03MNTHS,MEMBERSHIPDURATION會(huì)籍時(shí)長(zhǎng),0,5,10,15,20,25,35,30,5,16,18,28,33,HOWLONGDIDPREVIOUSMEMBERSKEEPTHEIRMEMBERSHIP之前的會(huì)員的會(huì)籍時(shí)長(zhǎng)是多少,,,,第一次使用健身房,之前有使用過(guò)健身房,會(huì)員對(duì)健身房使用經(jīng)驗(yàn)的統(tǒng)計(jì)RAYALGAR2011,人們退會(huì)的主要原因,,AFTERYEARSOFHAVINGASTATUSQUOSITUATION,WITHNOTMUCHDISRUPTIVETHINKINGANDINNOVATIONS,LOWBUDGETCLUBSARECHALLENGINGEXISTINGFACILITIESTOREEXAMINETHEIROWNMEMBERPROPOSITIONANDTORAISETHEIRGAME在數(shù)年的無(wú)創(chuàng)新與維持現(xiàn)狀后,低價(jià)俱樂(lè)部正在挑戰(zhàn)原有俱樂(lè)部,讓他們重新審視自己并且提升自我,,ASSCARYASLOWBUDGETSCANBE,THEYAREAGOODTHINGTOTHEINDUSTRY雖然低價(jià)俱樂(lè)部很恐怖,他們對(duì)行業(yè)卻是好事,THEY’LLPAYLESSFORLESSSERVICEBECAUSEATLEASTTHENTHEY’RENOTBEING‘OVERCHARGED’,,UNSATISFIEDMEMBERSCANGOONEOFTHREEWAYS,THEYDROPOUTOFOURINDUSTRYALTOGETHER,BUDGETGYM低價(jià)俱樂(lè)部,YOURCLUB你的俱樂(lè)部,MICROGYM/PREMIUMOFFER工作室/高端店,,?,?,THEY’LLPAYMOREINTHEHOPETHATTHISCLUBMIGHTACTUALLYPROVIDESOMETHINGTHATDELIVERSONITSPROMISE,不滿意的會(huì)員要可以做出的三個(gè)選擇,他們花更少少的錢,享受更少的服務(wù)。這樣起碼不會(huì)被“宰”,他一同離開(kāi)俱樂(lè)部這個(gè)行業(yè),他們花更多的錢,希望獲得應(yīng)該獲得的服務(wù),PEOPLECRAVESOCIALCONNECTION,人們渴求人際交往,ALLTHESTARSALIGNEDWEAREINAGREATPLACETOBETHEONESFILLINGUPTHESENEEDS,萬(wàn)事俱備我們所處的可以滿足人們的需要,GROWINGMEMBERSHIPISTOUGHAFTER3YEARS,THEMEMBERSHIPDOESN’TGROWANYMOREINMOSTFACILITIESANDTHEPRESSUREISONTONOTSTEPBACKNEWMEMBERACQUISITIONISACONSTANTCHALLENGETHECOMPETITIONISCONTINUALLYINCREASING,LEADINGTOASERIOUSPRICEWARCOSTOFNEWMEMBERISHIGHWESTRUGGLEGETTINGNEWPEOPLETOJOINOURCLUBSLESSTHAN17OFADULTSBELONGTOHEALTHCLUBSINANYSINGLECOUNTRY,ANDMARKETPENETRATIONOF105ISENOUGHTOBEAMONGTHETOP10OFALLCOUNTRIES,REALITYCHECKMOSTOFUSAREBEINGCHALLENGED事實(shí)我們中的大多數(shù)都面臨挑戰(zhàn),擴(kuò)張會(huì)員總數(shù)很難1經(jīng)過(guò)三年后會(huì)員總數(shù)沒(méi)有增長(zhǎng),主要壓力是不要退步2獲得新會(huì)員一直是挑戰(zhàn)3競(jìng)爭(zhēng)加劇變成了價(jià)格戰(zhàn)4新會(huì)員與新員工的成本很高5讓人們加入健身俱樂(lè)部是很難的,所有國(guó)家的總?cè)丝谥薪∩砭銟?lè)部會(huì)員都不超過(guò)17,市場(chǎng)滲透率達(dá)到105就可以在任何國(guó)家躋身前10的位置。,THEWORLDISFACINGAGREATHOLISTICHEALTHCHALLENGEANDOURINDUSTRYISPERFECTLYPOSITIONEDTOPLAYABIGPARTINTHESOLUTIONWEARETHEEXACTOPPOSITEOFTHECIGARETTEANDJUNKFOODCOMPANIESANDWEHAVEANINTIMATERELATIONSHIPWITHALARGEPERCENTAGEOFTHEWORLD’SWEALTHIESTPEOPLE,BUTTHEYAREOFTENSMARTERTHANUS,WHATCANTHEFITNESSINDUSTRYDO健身行業(yè)該做什么,全世界都面臨全面健康問(wèn)題而我們的行業(yè)正好可以提供解決方案。我們是煙草公司和垃圾食品的對(duì)立面,我們和這個(gè)世界上最富有的人中的很多人都有緊密的關(guān)系,但是他們往往比我們聰明,PHILIPMORRIS是世界第一大煙草公司,MCDONALD’S麥當(dāng)勞,,YES,THEAVERAGEATTENDANCEPERMEMBERIS19VISITSPERWEEKBUT66MEMBERSUSETHEIRCLUBONLY1TO19TIMESPERWEEK43USEITLESSTHANONCEAWEEK,XX5225511224111,101,2008,,,,,,,,,2009,2010,2011,2012,89,102,91,98,87,102,91,,,99,88,AVERAGEATTENDANCEHEALTHCLUBMEMBERS,AVERAGEATTENDANCEHEALTHCLUBCONSUMERS,,,AVERAGEUSHEALTHCLUBATTENDANCEMEMBERSANDCONSUMERS,USHEALTHCLUBANNUALATTENDANCEBYNUMBEROFDAYS,2010,,,,,2011,2012,,MOSTMEMBERSDON’TCOMEOFTENENOUGH,FACT,,YES,會(huì)員的平均到店率是每周19次但是66會(huì)員每周使用俱樂(lè)部1到19次43會(huì)員每周使用俱樂(lè)部不到一次,XX5225511224111,101,2008,,,,,,,,,2009,2010,2011,2012,89,102,91,98,87,102,91,,,99,88,會(huì)員平均到店率,消費(fèi)者平均到店率,,,美國(guó)俱樂(lè)部會(huì)員及消費(fèi)到店率,美國(guó)會(huì)員年度到店天數(shù),2010,,,,,2011,2012,,大多數(shù)會(huì)員來(lái)店不夠頻繁,事實(shí),,LOWATTENDANCEEQUALSLOWPERCEIVEDVALUEANDLOWMEMBERSHIPYIELD,,到店率低就是會(huì)籍價(jià)值低,也就等于會(huì)籍購(gòu)買欲望低,THELOWBUDGETBUSINESSMODELISBASEDONAPARADOXE,,THEPARADOXETOHAVEASMANYMEMBERSASPOSSIBLEPAYINGAMONTHLYFEETOCLUBANDINTHESAMETIMETOHAVEASFEWMEMBERSASPOSSIBLEVISITINGTHECLUBONAREGULARBASISTHESECLUBSARENOTMADETOACCOMMODATEALLTHEIRMEMBERS,THEYKNOWTHIS,THEYBANKONTHISTHISISNOTHONESTBUSINESSFORTHEFITNESSINDUSTRYWHICHBUSINESSCOULDBEBASEDONTHEFACTTHATTHEIRCUSTOMERSWILLNOTCOMEVERYOFTENTOMAKETHEIRBUSINESSPOSSIBLE,低價(jià)俱樂(lè)部的商業(yè)模式是一個(gè)悖論,,悖論盡可能多地招收會(huì)員到一家店面,同時(shí)希望會(huì)員盡可能少地來(lái)店定期鍛煉俱樂(lè)部不可能承載所有會(huì)員,老板知道,他們靠這個(gè)盈利,這不是健身行業(yè)內(nèi)誠(chéng)實(shí)是模式哪個(gè)服務(wù)場(chǎng)所是靠他們的顧客不經(jīng)常來(lái)而成功的,WEAREASTAGNATINGINDUSTRYANDWEHAVESTARTEDTOTURNINTOOURSELVESWEAREFIGHTINGFORTHESAMECUSTOMERSSEGMENTATIONINSTEADOFINNOVATINGTOATTRACTNEWONES我們的行業(yè)停止不前,并且只是彼此競(jìng)爭(zhēng)爭(zhēng)取相同的客戶,而不是通過(guò)創(chuàng)新而吸引新人加入。,US15MILLIONSNEWMEMBERSJOINEVERYYEAR,12MILLIONSLEAVE,美國(guó)每年1500萬(wàn)人加入俱樂(lè)部,1200萬(wàn)人離開(kāi),,ASWITHEVERYOTHERINDUSTRY,THELOWCOSTGYMSECTORISGAININGMOMENTUM像其他行業(yè)一樣,低價(jià)俱樂(lè)部更具發(fā)展勢(shì)頭,,ANDGAININGMARKETSHARE快速獲得市場(chǎng)份額,PLANETFITNESSUSA–268CENTERSIN2008600ATENDOF20121000TO1999FORABLACKCARD7OFTHELEADINGGERMANFITNESSBRANDSOPERATEINTHELOWCOSTSEGMENTCOMPRISING54OFALLMEMBERSMCFITGERMANY–THELARGESTFITNESSCHAININGERMANYWITH140CENTERSAND1MMEMBERS7,200MEMBERSPERCENTERUK–IN2013STARTEDWITHMORETHAN150LOWCOSTCENTERSANDSHOULDRISETO225BYENDOF2013,STRUCTUREOFGERMANGYMMARKET–LEADING17BRANDSBYMEMBERSHIP,RAPIDLY,PLANETFITNESS美國(guó)–在2008年268家分店,在2012年底600分店。價(jià)格1000TO1999獲得一張會(huì)員卡7家德國(guó)低價(jià)俱樂(lè)部擁有市場(chǎng)上54的會(huì)員數(shù)量。德國(guó)的MCFIT–德國(guó)最大的俱樂(lè)部140俱樂(lè)部AND超1百萬(wàn)會(huì)員每家店7200會(huì)員英國(guó)–2013初年有超過(guò)150家低價(jià)健身俱樂(lè)部,2013年底應(yīng)該超過(guò)225家,德國(guó)俱樂(lè)部市場(chǎng)17大領(lǐng)先品牌(會(huì)籍?dāng)?shù)量),LOWCOSTGYMSARECHANGINGTHEFACEOFTHEINDUSTRY,低價(jià)俱樂(lè)部正在改變行業(yè)面貌,ALOWBUDGETSTRATEGYISNOTONLYABOUTPRICING低價(jià)俱樂(lè)部策略部?jī)H僅是低價(jià),,,MYTH1,誤解1,BEINGALOWBUDGETBUSINESSDOESN’TMEANBEINGINFERIOR低價(jià)不等于低質(zhì)量,,MYTH2誤解2,THEBOTTOMLINEIS底線是,THEBUDGETMODELISRADICALLYDIFFERENTTOAMIDMARKETFITNESSFACILITYTHATWOULDDROPPRICEANDCUTBACKONSERVICESITISANALLEMBRACINGORGANIZATIONALPHILOSOPHY低價(jià)俱樂(lè)部的模式根本就不是中等降價(jià)加減少服務(wù)它是一種世間通用的組織理論,,,,,,,,TOCREATEANEWANDEXCITINGCONSUMERPROPOSITIONTHATFUNDAMENTALLY‘DISRUPTS’THERULESUPONWHICHTHEINDUSTRYWASFIRSTBUILT,,,,,,,6CHARACTERISTICS6個(gè)特征,DEFINITIONOFLOWCOSTGYM,,,SCOPETOOPERATE24HOURS,SELFSERVICEOPERATINGPHILOSOPHY,CAPABILITYTOOPERATEENTIRECLUBWITHSINGLEPERSON,MINIMUM50LOWERTHANTHEAVERAGEINDUSTRYPRICEPOINT,HEAVYTECHNOLOGYANDWEBUSE,GYMLEDPROPOSITION,低價(jià)俱樂(lè)部的定義,自助服務(wù)體系,24小時(shí)經(jīng)營(yíng),可以一個(gè)人運(yùn)營(yíng)俱樂(lè)部的能力,健身區(qū)為主導(dǎo),大量使用科技和網(wǎng)絡(luò),比行業(yè)平均價(jià)格低50,,ANDSTRUCTUREDBOTHTHEIRCUSTOMEROFFERINGANDBUSINESSSYSTEMSTOMEETTHOSENEEDS,,SUCCESSFULLOWCOSTGYMSHAVEIDENTIFIEDUNMETNEEDSWITHINTHEPOPULATIONOFPOTENTIALMEMBERS,成功的低價(jià)俱樂(lè)部發(fā)現(xiàn)了人群中潛在客戶的需要那些未被滿足的需要,通過(guò)構(gòu)建客戶服務(wù)和商業(yè)系統(tǒng)來(lái)滿足這些需求,6UNDERLYINGCONSUMERDRIVERSBEHINDTHELOWCOSTSECTOR,MARKETDRIVERSFORALOWCOSTGYM,AFFORDABILITY,SIMPLICITY,CHANGINGCONSUMER,CONSUMERSENTIMENTTOWARDSLEGACYCLUBS,SPORADICATTENDANCETOLEGACYCLUBS,DIGITALINFRASTRUCTURE,6低價(jià)俱樂(lè)部消費(fèi)者潛在驅(qū)動(dòng)因素,數(shù)字科技為基礎(chǔ)架構(gòu),簡(jiǎn)單,可負(fù)擔(dān)性便宜,改變著的消費(fèi)者,消費(fèi)者對(duì)傳統(tǒng)俱樂(lè)部的不滿,傳統(tǒng)俱樂(lè)部底下的會(huì)員出勤率,ASWITHMANYOTHERINDUSTRIES,THE‘MIDDLEMARKET’ISUNDERATTACKFROMBOTHTHELOWCOSTANDPREMIUMSEGMENTS,就像其他行業(yè)一樣中等俱樂(lè)部被低價(jià)和高端商業(yè)模式兩面夾擊,THEY’LLPAYLESSFORLESSSERVICEBECAUSEATLEASTTHENTHEY’RENOTBEING‘OVERCHARGED’,,UNSATISFIEDMEMBERSCANGOONEOFTHREEWAYS,THEYDROPOUTOFOURINDUSTRYALTOGETHER,BUDGETGYM低價(jià)俱樂(lè)部,YOURCLUB你的俱樂(lè)部,MICROGYM/PREMIUMOFFER工作室/高端店,,?,?,THEY’LLPAYMOREINTHEHOPETHATTHISCLUBMIGHTACTUALLYPROVIDESOMETHINGTHATDELIVERSONITSPROMISE,不滿意的會(huì)員要可以做出的三個(gè)選擇,他們花更少少的錢,享受更少的服務(wù)。這樣起碼不會(huì)被“宰”,他一同離開(kāi)俱樂(lè)部這個(gè)行業(yè),他們花更多的錢,希望獲得應(yīng)該獲得的服務(wù),,,,,AVERAGEMONTHLYMEMBERSHIPFEE,,,,,,,,PREMIUM,MIDMARKET,LOWCOST,,20PERMONTH,2599PERMONTH,100PERMONTH,SOMECLUBSATTEMPTTOREPOSITIONTOPREMIUMSERVICE,SOMECLOSE,SOMESELL,SOMECONVERTTOLOWCOSTCLUBS,ILLUSTRATIVEMARKETSTRUCTUREAT2015,,THEMIDDLEMARKET中等市場(chǎng)被擠壓,MARKETPOSITION,,2010,2015,YEAR年,,,,,平均每月會(huì)員費(fèi),,,,,,,,高端,中等,低價(jià),,20美元,2599美元,每月超100美元,有些俱樂(lè)部會(huì)嘗試回到高端服務(wù),有些倒閉有些出售,有些轉(zhuǎn)為低價(jià),2015年的市場(chǎng)結(jié)構(gòu)說(shuō)明,,中等市場(chǎng),市場(chǎng)定位,,2010,2015,到,MICROGYMSAREGAININGMASSIVEMOMEMTUMQUICKLY,DEPSITETHEIRHIGHPRICES,,CROSSFIT9,000CLUBS–200PERMONTHORANGETHEORY23PERCLASS/159PERMONTHSOULCYCLE34PERCLASSPUREBARRE295PERMONTH,盡管價(jià)格昂貴,精品工作室的勢(shì)頭十分迅猛,CROSSFIT9,000店–會(huì)費(fèi)每月超200美元ORANGETHEORY每節(jié)課23美元/159美元每個(gè)月SOULCYCLE每節(jié)課34美元PUREBARRE每個(gè)月259美元,,,,,50,‘LOCATION’ISTHENUMBERONEDRIVERWHYPEOPLEATTENDTHEIRCURRENTFITNESSFACILITY50,GREATATMOSPHERE,OTHERKEYDRIVERSINCLUDE,GREATEQUIPMENT,GREATFITNESSCLASSESTOMUSIC,MYFRIENDSGOTHERE,AFFORDABLEANDTHEYOFFERAGOODDEALONLYRANKASTHE6THAND11THDRIVERSRESPECTIVELYOPERATORSNEEDTOSHIFTFOCUSTOWARDSVALUEVERSUSPRICE/DISCOUNTING,WHENASKEDWHATISTHESINGLEMAINREASONFORWHYPEOPLEATTENDTHEIRCURRENTFITNESSFACILITYREMAINEDATNUMBERONEHOWEVER,1,ANDREPRESENTSTHELARGESTCONTROLLABLEFACTORFOROPERATORSTODRIVEMOREPEOPLEINTOFACILITIES,‘GREATFITNESSCLASSES’RANKEDATNUMBER,FOCUSONTHISTOCREATESYNERGIESWITHOTHERDRIVERS,,,IEGREATATMOSPHERE’AND’MYFRIENDSGOTHERE‘,‘LOCATION’,2,,WHATDRIVESPEOPLEINTOFITNESSFACILITIES什么讓人們進(jìn)入健身場(chǎng)所,‘位置’是人們到店的第一原因50,‘負(fù)擔(dān)得起和’比較劃算‘只排在第6和第11俱樂(lè)部老板需要把重點(diǎn)從打折和低價(jià)上轉(zhuǎn)移,‘非常棒的健身課’位列第二,這因素對(duì)于俱樂(lè)部來(lái)說(shuō)是可控制的,MICROGYMSAREEXTREMELYPOPULARWITHTHENEWGENERATIONOFCUSTOMERSTHEMILLENNIALS,THEYAREFROMTYPICALMULTIPURPOSEFITNESSCENTERS他們正在從傳統(tǒng),多用途健身房中離開(kāi)NIELSEN2013‘PREFERREDEXERCISESPACESARESHIFTINGLARGEMULTIPURPOSEGYM/FITNESSCENTER/HEALTHCLUBSARELOSINGMARKETSHAREQUICKLYTONEWBUSINESSMODELS,INPARTICULARMICROGYMSSMALLBOUTIQUEGYMSWITHASINGLEACTIVITYARENOWTHE2NDMOSTPOPULARVENUEFORFITNESSCLASSESTOMUSICINDOORS,GROUPTRAININGINDOORSANDWORKINGOUTWITHAPERSONALTRAINER尼爾森公司2013統(tǒng)計(jì)‘收歡迎的健身場(chǎng)所正在變化大型多功能健身房、健身中心正在失去市場(chǎng),客戶正走進(jìn)微型健身房和精品工作室從事單項(xiàng)課程的小型精品健身房現(xiàn)在是第二收歡迎的健身場(chǎng)所;在室內(nèi)從事舞蹈、小組私教、私人教練培訓(xùn),對(duì)于85后,90后00后而言,精品工作室很有吸引力,MICROGYMSARECONSIDEREDCOOLERANDOFTENALSOOFFERABETTEREXPERIENCEMILLENNIALSCRAVEAUTHENTICITYINTHEIRWORKOUTANDWANTTOBEWITHLIKEMINDEDPEOPLEPURPOSEDRIVEN,DEDICATEDTYPESOFSPACESAREBESTSUITEDTOACHIEVETHOSETHINGS精品工作室被認(rèn)為更酷,通常提供更好的體驗(yàn)85后90后們渴望健身真實(shí)有效,也喜歡和同樣的人待在一起擁有極強(qiáng)目的性的專項(xiàng)空間,非常能夠滿足他們的需要,,,‘IHAVEHEARDFRIENDSSAY“NOWTHATIKNOWABOUTCROSSFIT,IWILLNEVERGOTOTHEGYMAGAIN”–THESEFRIENDSAREEXGYMJUNKIESASWELLIRECKONTHEBIGBOXISADYINGINDUSTRY’,‘我聽(tīng)到朋友說(shuō)他們?cè)囘^(guò)CROSSFIT以后就不想去健身房了。這些朋友原來(lái)都是健身狂。他們覺(jué)得大型俱樂(lè)部正走向死亡’,CROSSFITHASBUILTPOWERFUL,HARDCOREWORKOUTEXPERIENCES,RANGINGINFEELFROM‘ELITE’TO‘GRUNGE’,CROSSFIT擁有強(qiáng)大的、高能量的健身體驗(yàn),這種感受適合各種人群,39,,,SOULCYCLEISDELIVERINGHUGERETURNS,,,SOULCYCLEUNIONSQUARENYCEXAMPLE,FACILITYSIZE,AVGCLASSESPERWEEK,NOBIKESPERCLASS,AVGPRICEPERCLASS,IMPLIEDANNUALREVENUE年收入,ESTIMATEDUTILIZATION,2,800SQFT,87,57,30,65,503M,COMPELLINGEXPERIENCEENABLESBOUTIQUESTOCHARGEHIGHPRICESANDACHIEVEHIGHUTILIZATIONEVENONAPAYPERUSEMODEL課程體驗(yàn)很好所以它可以高收費(fèi),即使按次付費(fèi)也有高出勤率,WEESTIMATEATOPENDSOULCYCLEDOES23MEBITDAONA051MINITIALINVESTMENT我們預(yù)估一家店一年成本為23百萬(wàn),前期投入為1百萬(wàn)美元,SOULCYCLECHARGE34FORASINGLECLASSINNYCOROFFERVARIOUSPACKAGESRANGINGFROM165FOR5CLASSESTO850FOR30CLASSESTHISFIGUREDOESNOTINCLUDEADDITIONALREVENUEFROMSHOEHIRE,APPARELSALESETCTHISFIGUREISLIKELYCONSERVATIVEFOREXAMPLE,INTHEWEEK1319AUGUST2013THEUNIONSQUARESTUDIOAVERAGED70UTILIIZATION,BOUTIQUESAREMUCHSMALLERANDTH
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