\"Sinking the market\" is one of the key economic words for 2019, and the spending power of small-town youth is confirmed while pinduoduo is listed. However, the field of fitness entrepreneurs, seems to encounter some trouble in the county.
Nowadays, the third and fourth tier cities have a good name called \"sinking market \", but in the process of this market sinking, not every enterprise can enjoy a new dividend like pinduoduo, interesting head and so on.
My gym has been transferred. When the author saw the head of a fitness studio in Jiaozuo City, Henan Province, An Qi, she looked disappointed. \"There's no way. We're doing a gym oversupply.\"
Jiaozuo, henan, is classified as a fourth-tier city in the latest list of chinese cities. It is certainly not the case, in many cities of the third and fifth line, the development of the fitness industry has been some obstacles.
Beginning in 2016, the state has introduced intensive national fitness-related policies, and actively developing the fitness industry has become an important part of promoting national fitness. Policy guidance, let China's fitness industry flourish. According to incomplete statistics, the number of fitness clubs in china has grown from more than 3000 in 2010 to nearly 5000, and the number of club members has grown from more than 4 million to nearly 10 million.
The increase in the number of gyms and the number of consumers is no doubt proof of the correctness of the policy – and the demand for health is growing as people improve their standard of living.
However, today's fitness industry in the first-tier cities and the \"sinking market\" there is a serious polarization. After all, in the first-tier cities, people's income level and consumption consciousness, and \"sinking market\" there are big differences. \"Our gym unit price, a year's fitness card is more than a thousand dollars, the level of consumption is not comparable to the big cities. 'That's why I eventually transferred my store,'says Angel.'There's no money in the gym.'
\"When I was a coach in Beijing, a lot of white-collar workers would spend half or more of their monthly income as a regular expense for fitness throughout the year, and on our side, even if everyone's wages weren't high, it would be enough to support a lot of gyms if they were able to do so. People just don't have that awareness right now. They'd rather believe in square dancing than go to the gym.
Like Zhang Bo from the first-tier cities back home to start a gym fitness coaches are not few. \"We have seen such a big market in Beijing that it is hard not to be impressed. Thinking that if you go home to open your own gym, you'll be able to support yourself. When it comes to starting a business, mr zhang has some regrets.\" In a small city, the fitness market is a blue sea, but a small town fitness people so many, the number of gyms, directly become the red sea of fierce competition.\"
\"A fitness class costs $70? Come on, don't you think it's good for me to go out for dinner with that 70 bucks?' Hongmei, a fitness enthusiast in qingyang, gansu, faced an internet aerobics class of about 70 yuan, saying the price was out of her reach.
With the popularity of the Internet and the process of urbanization, some Internet brands have indeed dug up huge traffic in small town youth, and the stage success of quick hands, pinduoduo and interesting headlines illustrates the value of small town youth. But not every Internet-related brand can address the market pain of small-town youth – and all successful business practices must be mutually beneficial.
To be sure, the internet fitness brands with \"content king\" and \"service first\" are indeed the leaders of china's fitness industry for the next 20 years. They don't sell, they don't sell members, they don't do cards, they are loved by urban white-collar workers who pursue service quality and consumer experience. But for some fitness enthusiasts who haven't changed their consumer consciousness, they're \"not worth it \".
\"For example, I spend $1,500 a year in our old home gym, and I go to the gym about 100 times a year, equivalent to $15 a year. I didn't do the last card,60 or 70 at a time, what do I want? And the small gyms don't have a lot of the equipment I want and can't stand so many of us. said Hongmei.
Wear nike, use apple, drink hand to grind, these consumption related to food and clothing, also exist objectively in four or five line cities, and the relevant merchant survives very well. So-called \"all successful business cases in first-tier cities are worth doing again in third-tier cities,\" so does the gym have success stories?
In Pingxiang City, Jiangxi Province, there is a gym to achieve \"no one I have, people have I excellent.\" Ali, the gym's founder, has taken a hit with the local industry, but there are market pains in the demand.
\"It's not that the town's youth isn't fit, it's that the people who started their businesses in the fourth and fifth tier cities aren't looking the right way.\" 'They're willing to drink Starbucks like a city white-collar worker, and they're definitely willing to go to the gym and take selfies like a white-collar worker. If you don't have a successful gym in the four or five tier cities, you won't find a good way.
All the equipment in their gym is the best in the area and all the coaches have first-tier city teaching experience, he said. \"Our products and services are first-tier cities, with a mega weed, welsh, greenbird and the like, and our coach's salary is the highest in the region, and I spent a lot of money trying to poach them, but then the gym enthusiasts who enter our gym can also be kept by us.\"
At the moment, he said, the main way to promote them is online and offline. \"We have our own WeChat community on the line to create a social environment for our members; offline our store is in a big mall, pushing and handing out flyers directly in the mall.
\"With the popularity of the mobile Internet and the improvement of the Internet literacy of the whole people, the third and fourth tier cities and the more grass-roots market have become vast, in which Internet giants need to update their own way of operation, and some emerging enterprises have developed rapidly. But the sinking market does not mean that consumption is downgraded, but rather that each has its own advantages and opportunities. Consumer upgrading and refined operation will be the main theme of the sinking market in the future, and behind it will test the fine operation of major Internet companies and the ability to expand channels.
In may last year, an article called \"the truth of the internet sinking\" was widely circulated in the internet entrepreneur community, and the \"fine operation\" and \"channel expansion ability\" in the article also applied in the market sinking of the fitness market. Fitness entrepreneurs, in the small town encountered difficulties and crises, after appropriate adjustments, may also become their own brand and fitness industry further development opportunities.