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市场下沉健身领域创业者在小镇遇到了困难
2020-01-08 00:40  www.281unionave.com

“下沉市场”是2019年的经济关键词之一,小镇青年的消费能力在拼多多上市的同时得到了印证。但,健身领域的创业者们,似乎在县城遇到了一些麻烦。

\"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.

如今,三四五线城市有了一个好听的名字叫“下沉市场”,但在这市场下沉的过程中,不是每一家企业都能像拼多多、趣头条等一样享受到新的红利。

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.

“我的健身房转让出去了。”笔者见到河南省焦作市某健身工作室的负责人安琪时,她一脸失望。“没办法,我们那儿做健身房,供大于求。”

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.\"

河南焦作,在最新的中国城市分级名单中,被划为四线城市。它当然不是个例,在多个三四五线的城市中,健身产业的发展均受到了一些阻碍。

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.

2016年开始,国家密集推出全民健身相关政策,积极发展健身产业成了推进全民健身的重要内容。政策的指引,让中国的健身产业蓬勃发展。据不完全统计,中国的健身俱乐部数量(编者注:俱乐部品牌,非健身房数量)从2010年的3000多家如今已经增至近5000家,俱乐部会员人数从400多万人增长至了近千万人。

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.

健身房数量的增多和消费者数量的增多,无疑都印证着政策的正确性——随着人们生活水平的提高,大家对身体健康的要求确实在与日俱增。

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.

然而,如今的健身产业在一线城市和“下沉市场”却存在着严重的两极分化。毕竟在一线城市,人们的收入水平和消费意识,与“下沉市场”存在着较大的差异。“我们这边健身房的客单价,一年的健身卡也就一千多块钱,消费水平跟大城市没法比。”安琪如是说,“这也是我最终转让了我的门店的原因,在这儿健身房挣不到钱。”

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.'

“我在北京当教练的时候,很多白领都会拿出月收入的一半甚至更多作为全年健身的固定支出,而在我们这边,虽然大家的工资不高,但如果说能够拿出一定比例来用于健身,也足以养活很多健身房了。只不过,人们现在没有这方面的意识,他们宁可相信广场舞,也不愿意进健身房。”

\"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.

像张博这样从一线城市回老家创业开健身房的健身教练不在少数。“我们在北京看到了这么大的市场,很难不动心。想着如果回老家能够开个属于自己的健身房,肯定能养活自己,没想到根本没那么简单。”谈及创业,张博有些后悔,“在小城市,健身市场本来也是蓝海,但一个小城里健身的人就那么几个,健身房数量一多,直接变竞争激烈的红海了。”

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.\"

“一节健身课要花70块钱?别闹了,有那70块钱我出去吃个饭不好么?”甘肃庆阳的一名健身爱好者红梅,面对一节课70元左右的互联网健身团操课表示,这样的价钱不在她的承受范围之内。

\"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.

随着互联网的普及和城镇化进程,一些互联网品牌确实在小镇青年身上挖掘到了巨大的流量,快手、拼多多和趣头条的阶段性成功说明了小镇青年的价值。但,并不是每一个跟互联网相关的品牌都能解决小镇青年的市场痛点——所有成功的商业行为,一定都是互利的。

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.

诚然,打着“内容为王”“服务至上”的互联网健身品牌们,确实是中国健身产业“下一个二十年”的领航者。它们不推销,不卖会员,不办卡,深得追求服务质量和消费体验的都市白领们的喜爱。但是,在某些消费意识还没转变的健身爱好者看来,他们“不划算”。

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 \".

“举个例子,我一年在我们老家健身花1500块钱,我去健身房一年大概100次,一次才相当于15块钱。我上个不办卡的,一次花六七十,我图什么?而且那些小的健身房还没有很多我想要的器械,也容不下我们这么多人。”红梅说。

\"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.

穿耐克、用苹果、喝手冲现磨,这些与吃穿用度相关的消费,在四五线城市也客观存在,并且相关的商家生存的很好。所谓“所有在一线城市成功的商业案例,都值得在三线城市再做一次”,那么健身房有没有成功的案例呢?

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?

在江西省萍乡市,有一家健身房就做到了“人无我有、人有我优”。这家健身房的创始人阿力,看中了当地健身产业乱象丛生,但人们又有相关需求的市场痛点。

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.

“不是小镇青年不健身,是在四五线城市创业的人没找准方向。”阿力说,“他们愿意和都市白领一样喝星巴克,就肯定也愿意和白领一样去健身房自拍。没在四五线城市做成功的健身房,是没找到好的路子。”

\"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.

阿力介绍称,他们的健身房目前做到了所有的器械都是当地最好的,所有的教练都是有一线城市授课经验的。“我们的产品和服务对标的都是一线城市,一兆韦德、威尔士、青鸟之类的,我们的教练的薪资也是当地最高的,为了挖来他们我花了血本,但这样一来,进了我们健身房的健身爱好者,同样能被我们留住。”

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.\"

阿力表示,目前他们的宣传方式主要是线上线下结合。“线上我们有自己的微信社群,为会员们营造一个社交氛围;线下我们的店就在大的商场里,直接在商场里做地推,发传单。”

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.

“随着移动互联网的普及和全民网络素养的提高,三四线城市以及更基层的市场成为了广阔天地,在这个市场,互联网巨头企业需要更新自己的运营方式,一些新兴企业也以迅猛方式发展。但是下沉市场绝不意味着消费降级,而是各有各的优势和机会,消费升级和精细化运营将是未来下沉市场的主旋律,背后将考验各大互联网企业的精细化运营以及渠道拓展能力。”

\"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.

去年5月,一篇名为《互联网下沉的真相》的文章在互联网创业者圈子中广为流传,文中的“精细化运营”和“渠道拓展能力”,放在健身市场的市场下沉中同样适用。健身领域的创业者们,在小镇遇到的困难和危机,经过适当的调整,或许也能成为自身品牌和健身产业进一步发展的机遇。

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.