The way to make money

KEEP, accelerates the listing

The weather is cold, many people ‘s \”fitness big\” also pressed the pause, hiding the meat and peace of mind under the cotton jacket.

But as a unicorn in the fitness industry, Keep never stopped rushing.

According to market news, Keep has completed $ 360 million F-round financing at the end of December. At present, KEEP’s valuation has already placed $ 2 billion mark.

In May this year, Keep completed $ 80 million of E-round financing. At that time, the outside world’s valuation of Keep was more than $ 1 billion. In just a month, the valuation of Keep has been overwhelmed!

In addition, according to Bloomberg report, Keep will consider the fastest in this year IPO.

Some people may ask, what is Keep? Do you need a software in fitness? It’s just a good job to run a slap in the gym.

However, Keep has already become an indispensable thing in life, \”5 months, Keep let me experience the feeling of 138 pounds to 98 pounds, from middle-aged fat mom Big counterattack. \”

There are training courses, loss of fat, practice muscle, and body adjustment on KEEP. These courses have passed professional system planning, combining several movements into a group, and the training is planning, from the entry to the advanced version, to the special training version, helping users training.

The ladies in the forebelt, using the \”3-kilometer Farlet Run\” in the reduction in the lipstick, and under Keep’s professional guidance, the fat meat is getting off.

It is this app similar to \”Fitness Curriculum\”. The number of users has exceeded 300 million, and the number of members has exceeded 10 million.

In order to let you fitness, Keep crumbgene

In fact, in the eyes of many people, fitness may be just need, but the fitness app is not a fitness, because of the fitness It is necessary to work. What is the Keep step by step?

First, let the user move, this is the first step in KEEP to kill the user’s mind.

\”Fitness is originally an anti-human thing, I want to be the fastest, most convenient, minimum threshold, let everyone feel the happiness of fitness.\” KEEP founder Wang Ning interviewed an interview Say.

Open KEEP, all of which are all eye-catching training courses. When you see \”Nihai Niki Mandibular Training\” on the page, then look at his extremely unambiguous mandibular line in the mirror, naturally follow it.

In this way, Keep successfully made the user moved. After two years and a half, its user size has exceeded 80 million, and became an active user’s first fitness app, then the next 2018, Keep The size of the user quickly announced more than 100 million, reaching 140 million.

Second, let users insist on training, use the product manager, this second step is to retain the user.

Let the user move it simple, but let the users move for a month, three months move, it is difficult!

Compared to shake, this kind of drum is indulgence, bringing a happy short video app, Keep wants to retain the user, it is difficult to go to the sky. Because short video App is compliant, KEEP is a struggle for direct and human inertia.

Therefore, KEEP as a fitness tool is easily abandoned, and only the community can stay.

On the one hand, Keep allows users to build their own social image in the community. When the user’s fitness is complete, the virtual integral and fitness badge will get the sense of accomplishment of the monster upgrade.

On the other hand, the user can issue moving photos, sports trajectories, and share their achievements.

Millions of KEEP users want to give up fitness, but people are in the community, they can’t help themselves, they can’t watch their running kilometers, they can only stick to them.

So, to overcome inertness, still have a good winner and vanity, can defeat humanity, only humanity.

Finally, create value for users, introducing high quality fitness content.

In August 2020, Super Sports Daren Pamera entered KEEP, launched more than 80 sports courses, in just 4 months, the amount of fans in 2124,000 stations, month The follow-up person is more than 4242 million.

At the same time, Keep’s self-research curriculum system also developed, under the big trend of live broadcast, built nearly 100 people live interactive teams including curriculum designers, live coaches, brokerage operations. . Through the development of half a year, Keep’s live coaches have attracted millions of fans.

If the second trick is to let the user leave, then this trick is to let the user leave.

How KEEP makes money?

In June this year, Keep has announced its overall profit. All the way, Keep’s commercialization is also quite effective.

Keep is commercialized, and the preferred member model is usually used in the Internet industry. Do KEEP members, you can unlock the video and essence courses, but also get privateCustomized intelligent training plan.

Currently, the number of members of Keep has exceeded 10 million, even if it is estimated at the lowest price of 9 yuan, it can bring over 100 million yuan in KEEP every month.

On the basis of member mode, Keep also \”sells lessons\”, such as the live lesson that focuses on this year, intended to help users provide online private education.

Of course, the membership model is only one of the most basic commercial paths, which is not enough to support KEEP’s business imagination.

In 2018, Keep also launched the online sports space Keepland, on the basis of traditional gym, joined Keep’s online training courses.

However, Keepland did not bring surprise to Keep. In the first half of 2020, it may be due to the influence of the epidemic, and the three Keepland stores in Shanghai were all closed. At this stage, Keepland’s store mainly was located in Beijing and did not expand signs.

Offline sports space is temporarily announced.

includes e-commerce business in fitness consumer goods such as intelligent spoys, treadmills, health foods, will be the focus of Keep commercialization.

In 2020, even if you don’t have Keep, you don’t pay attention to your fitness, but in your focus on the blogger, there is always one or two of the motion bikes for Keep.

Among them, the star products – Keep C1 family intelligent spinning bike, due to price, there is a massive free training content, during the 2020 Tmall Double Eleven, I won the first bicycle class turnover.

As of now, the annual sales of Keep sports consumer goods have achieved 100% year growth, and become a new domestic sports brand.

After the financing of this round, KEEP will also be an iterative upgrade for intelligent hardware such as treadmill, sports bracelet, and continuously optimize sports small equipment, and launch healthy foods that are more in line with Chinese consumers.

E-commerce this road, Keep has passed a part, can not be able to enter Tongtian Avenue, but also rely on time to verify.

But some can be confident that Keep once embarked on the e-commerce avenue, the 300 million traffic on the hand can explode infinite potential, Keep wants Keepgoing, will not be a problem.

Author: Zhou Wenjun