簡介:REMAININGCOMPETITIVEAGAINSTLOWBUDGETFACILITIESANDOTHERS,24/10/2014,在低價及其他健身機(jī)構(gòu)面前保持競爭力,WORSTNIGHTMARE,,YOUWAKEUPONEDAYTOFINDACOUPLEOFLOWBUDGETFACILITIESARECOMINGTOTOWNANDOFFERINGMEMBERSHIPSATAFRACTIONOFWHATYOURRATESARE,IT’SEVERYGYMOWNER’S,對于每個俱樂部老板老說,最恐怖的噩夢,你某天忽然發(fā)現(xiàn)一家低價健身場所將來到你的地盤而且他們的會籍費只是你的幾分之一,LOWCOSTGYMSHAVETHEMIDMARKETHEALTHCLUBSINTHEIRSIGHTS,低價健身俱樂部會把中等健身俱樂部放在自己槍口下,,,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會籍時長,0,5,10,15,20,25,35,30,5,16,18,28,33,HOWLONGDIDPREVIOUSMEMBERSKEEPTHEIRMEMBERSHIP之前的會員的會籍時長是多少,,,,第一次使用健身房,之前有使用過健身房,會員對健身房使用經(jīng)驗的統(tǒng)計RAYALGAR2011,人們退會的主要原因,,AFTERYEARSOFHAVINGASTATUSQUOSITUATION,WITHNOTMUCHDISRUPTIVETHINKINGANDINNOVATIONS,LOWBUDGETCLUBSARECHALLENGINGEXISTINGFACILITIESTOREEXAMINETHEIROWNMEMBERPROPOSITIONANDTORAISETHEIRGAME在數(shù)年的無創(chuàng)新與維持現(xiàn)狀后,低價俱樂部正在挑戰(zhàn)原有俱樂部,讓他們重新審視自己并且提升自我,,ASSCARYASLOWBUDGETSCANBE,THEYAREAGOODTHINGTOTHEINDUSTRY雖然低價俱樂部很恐怖,他們對行業(yè)卻是好事,THEY’LLPAYLESSFORLESSSERVICEBECAUSEATLEASTTHENTHEY’RENOTBEING‘OVERCHARGED’,,UNSATISFIEDMEMBERSCANGOONEOFTHREEWAYS,THEYDROPOUTOFOURINDUSTRYALTOGETHER,BUDGETGYM低價俱樂部,YOURCLUB你的俱樂部,MICROGYM/PREMIUMOFFER工作室/高端店,,?,?,THEY’LLPAYMOREINTHEHOPETHATTHISCLUBMIGHTACTUALLYPROVIDESOMETHINGTHATDELIVERSONITSPROMISE,不滿意的會員要可以做出的三個選擇,他們花更少少的錢,享受更少的服務(wù)。這樣起碼不會被“宰”,他一同離開俱樂部這個行業(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事實我們中的大多數(shù)都面臨挑戰(zhàn),擴(kuò)張會員總數(shù)很難1經(jīng)過三年后會員總數(shù)沒有增長,主要壓力是不要退步2獲得新會員一直是挑戰(zhàn)3競爭加劇變成了價格戰(zhàn)4新會員與新員工的成本很高5讓人們加入健身俱樂部是很難的,所有國家的總?cè)丝谥薪∩砭銟凡繒T都不超過17,市場滲透率達(dá)到105就可以在任何國家躋身前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立面,我們和這個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,會員的平均到店率是每周19次但是66會員每周使用俱樂部1到19次43會員每周使用俱樂部不到一次,XX5225511224111,101,2008,,,,,,,,,2009,2010,2011,2012,89,102,91,98,87,102,91,,,99,88,會員平均到店率,消費者平均到店率,,,美國俱樂部會員及消費到店率,美國會員年度到店天數(shù),2010,,,,,2011,2012,,大多數(shù)會員來店不夠頻繁,事實,,LOWATTENDANCEEQUALSLOWPERCEIVEDVALUEANDLOWMEMBERSHIPYIELD,,到店率低就是會籍價值低,也就等于會籍購買欲望低,THELOWBUDGETBUSINESSMODELISBASEDONAPARADOXE,,THEPARADOXETOHAVEASMANYMEMBERSASPOSSIBLEPAYINGAMONTHLYFEETOCLUBANDINTHESAMETIMETOHAVEASFEWMEMBERSASPOSSIBLEVISITINGTHECLUBONAREGULARBASISTHESECLUBSARENOTMADETOACCOMMODATEALLTHEIRMEMBERS,THEYKNOWTHIS,THEYBANKONTHISTHISISNOTHONESTBUSINESSFORTHEFITNESSINDUSTRYWHICHBUSINESSCOULDBEBASEDONTHEFACTTHATTHEIRCUSTOMERSWILLNOTCOMEVERYOFTENTOMAKETHEIRBUSINESSPOSSIBLE,低價俱樂部的商業(yè)模式是一個悖論,,悖論盡可能多地招收會員到一家店面,同時希望會員盡可能少地來店定期鍛煉俱樂部不可能承載所有會員,老板知道,他們靠這個盈利,這不是健身行業(yè)內(nèi)誠實是模式哪個服務(wù)場所是靠他們的顧客不經(jīng)常來而成功的,WEAREASTAGNATINGINDUSTRYANDWEHAVESTARTEDTOTURNINTOOURSELVESWEAREFIGHTINGFORTHESAMECUSTOMERSSEGMENTATIONINSTEADOFINNOVATINGTOATTRACTNEWONES我們的行業(yè)停止不前,并且只是彼此競爭爭取相同的客戶,而不是通過創(chuàng)新而吸引新人加入。,US15MILLIONSNEWMEMBERSJOINEVERYYEAR,12MILLIONSLEAVE,美國每年1500萬人加入俱樂部,1200萬人離開,,ASWITHEVERYOTHERINDUSTRY,THELOWCOSTGYMSECTORISGAININGMOMENTUM像其他行業(yè)一樣,低價俱樂部更具發(fā)展勢頭,,ANDGAININGMARKETSHARE快速獲得市場份額,PLANETFITNESSUSA–268CENTERSIN2008600ATENDOF20121000TO1999FORABLACKCARD7OFTHELEADINGGERMANFITNESSBRANDSOPERATEINTHELOWCOSTSEGMENTCOMPRISING54OFALLMEMBERSMCFITGERMANY–THELARGESTFITNESSCHAININGERMANYWITH140CENTERSAND1MMEMBERS7,200MEMBERSPERCENTERUK–IN2013STARTEDWITHMORETHAN150LOWCOSTCENTERSANDSHOULDRISETO225BYENDOF2013,STRUCTUREOFGERMANGYMMARKET–LEADING17BRANDSBYMEMBERSHIP,RAPIDLY,PLANETFITNESS美國–在2008年268家分店,在2012年底600分店。價格1000TO1999獲得一張會員卡7家德國低價俱樂部擁有市場上54的會員數(shù)量。德國的MCFIT–德國最大的俱樂部140俱樂部AND超1百萬會員每家店7200會員英國–2013初年有超過150家低價健身俱樂部,2013年底應(yīng)該超過225家,德國俱樂部市場17大領(lǐng)先品牌(會籍?dāng)?shù)量),LOWCOSTGYMSARECHANGINGTHEFACEOFTHEINDUSTRY,低價俱樂部正在改變行業(yè)面貌,ALOWBUDGETSTRATEGYISNOTONLYABOUTPRICING低價俱樂部策略部僅僅是低價,,,MYTH1,誤解1,BEINGALOWBUDGETBUSINESSDOESN’TMEANBEINGINFERIOR低價不等于低質(zhì)量,,MYTH2誤解2,THEBOTTOMLINEIS底線是,THEBUDGETMODELISRADICALLYDIFFERENTTOAMIDMARKETFITNESSFACILITYTHATWOULDDROPPRICEANDCUTBACKONSERVICESITISANALLEMBRACINGORGANIZATIONALPHILOSOPHY低價俱樂部的模式根本就不是中等降價加減少服務(wù)它是一種世間通用的組織理論,,,,,,,,TOCREATEANEWANDEXCITINGCONSUMERPROPOSITIONTHATFUNDAMENTALLY‘DISRUPTS’THERULESUPONWHICHTHEINDUSTRYWASFIRSTBUILT,,,,,,,6CHARACTERISTICS6個特征,DEFINITIONOFLOWCOSTGYM,,,SCOPETOOPERATE24HOURS,SELFSERVICEOPERATINGPHILOSOPHY,CAPABILITYTOOPERATEENTIRECLUBWITHSINGLEPERSON,MINIMUM50LOWERTHANTHEAVERAGEINDUSTRYPRICEPOINT,HEAVYTECHNOLOGYANDWEBUSE,GYMLEDPROPOSITION,低價俱樂部的定義,自助服務(wù)體系,24小時經(jīng)營,可以一個人運營俱樂部的能力,健身區(qū)為主導(dǎo),大量使用科技和網(wǎng)絡(luò),比行業(yè)平均價格低50,,ANDSTRUCTUREDBOTHTHEIRCUSTOMEROFFERINGANDBUSINESSSYSTEMSTOMEETTHOSENEEDS,,SUCCESSFULLOWCOSTGYMSHAVEIDENTIFIEDUNMETNEEDSWITHINTHEPOPULATIONOFPOTENTIALMEMBERS,成功的低價俱樂部發(fā)現(xiàn)了人群中潛在客戶的需要那些未被滿足的需要,通過構(gòu)建客戶服務(wù)和商業(yè)系統(tǒng)來滿足這些需求,6UNDERLYINGCONSUMERDRIVERSBEHINDTHELOWCOSTSECTOR,MARKETDRIVERSFORALOWCOSTGYM,AFFORDABILITY,SIMPLICITY,CHANGINGCONSUMER,CONSUMERSENTIMENTTOWARDSLEGACYCLUBS,SPORADICATTENDANCETOLEGACYCLUBS,DIGITALINFRASTRUCTURE,6低價俱樂部消費者潛在驅(qū)動因素,數(shù)字科技為基礎(chǔ)架構(gòu),簡單,可負(fù)擔(dān)性便宜,改變著的消費者,消費者對傳統(tǒng)俱樂部的不滿,傳統(tǒng)俱樂部底下的會員出勤率,ASWITHMANYOTHERINDUSTRIES,THE‘MIDDLEMARKET’ISUNDERATTACKFROMBOTHTHELOWCOSTANDPREMIUMSEGMENTS,就像其他行業(yè)一樣中等俱樂部被低價和高端商業(yè)模式兩面夾擊,THEY’LLPAYLESSFORLESSSERVICEBECAUSEATLEASTTHENTHEY’RENOTBEING‘OVERCHARGED’,,UNSATISFIEDMEMBERSCANGOONEOFTHREEWAYS,THEYDROPOUTOFOURINDUSTRYALTOGETHER,BUDGETGYM低價俱樂部,YOURCLUB你的俱樂部,MICROGYM/PREMIUMOFFER工作室/高端店,,?,?,THEY’LLPAYMOREINTHEHOPETHATTHISCLUBMIGHTACTUALLYPROVIDESOMETHINGTHATDELIVERSONITSPROMISE,不滿意的會員要可以做出的三個選擇,他們花更少少的錢,享受更少的服務(wù)。這樣起碼不會被“宰”,他一同離開俱樂部這個行業(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中等市場被擠壓,MARKETPOSITION,,2010,2015,YEAR年,,,,,平均每月會員費,,,,,,,,高端,中等,低價,,20美元,2599美元,每月超100美元,有些俱樂部會嘗試回到高端服務(wù),有些倒閉有些出售,有些轉(zhuǎn)為低價,2015年的市場結(jié)構(gòu)說明,,中等市場,市場定位,,2010,2015,到,MICROGYMSAREGAININGMASSIVEMOMEMTUMQUICKLY,DEPSITETHEIRHIGHPRICES,,CROSSFIT9,000CLUBS–200PERMONTHORANGETHEORY23PERCLASS/159PERMONTHSOULCYCLE34PERCLASSPUREBARRE295PERMONTH,盡管價格昂貴,精品工作室的勢頭十分迅猛,CROSSFIT9,000店–會費每月超200美元ORANGETHEORY每節(jié)課23美元/159美元每個月SOULCYCLE每節(jié)課34美元PUREBARRE每個月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俱樂部老板需要把重點從打折和低價上轉(zhuǎn)移,‘非常棒的健身課’位列第二,這因素對于俱樂部來說是可控制的,MICROGYMSAREEXTREMELYPOPULARWITHTHENEWGENERATIONOFCUSTOMERSTHEMILLENNIALS,THEYAREFROMTYPICALMULTIPURPOSEFITNESSCENTERS他們正在從傳統(tǒng),多用途健身房中離開NIELSEN2013‘PREFERREDEXERCISESPACESARESHIFTINGLARGEMULTIPURPOSEGYM/FITNESSCENTER/HEALTHCLUBSARELOSINGMARKETSHAREQUICKLYTONEWBUSINESSMODELS,INPARTICULARMICROGYMSSMALLBOUTIQUEGYMSWITHASINGLEACTIVITYARENOWTHE2NDMOSTPOPULARVENUEFORFITNESSCLASSESTOMUSICINDOORS,GROUPTRAININGINDOORSANDWORKINGOUTWITHAPERSONALTRAINER尼爾森公司2013統(tǒng)計‘收歡迎的健身場所正在變化大型多功能健身房、健身中心正在失去市場,客戶正走進(jìn)微型健身房和精品工作室從事單項課程的小型精品健身房現(xiàn)在是第二收歡迎的健身場所;在室內(nèi)從事舞蹈、小組私教、私人教練培訓(xùn),對于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85后90后們渴望健身真實有效,也喜歡和同樣的人待在一起擁有極強(qiáng)目的性的專項空間,非常能夠滿足他們的需要,,,‘IHAVEHEARDFRIENDSSAY“NOWTHATIKNOWABOUTCROSSFIT,IWILLNEVERGOTOTHEGYMAGAIN”–THESEFRIENDSAREEXGYMJUNKIESASWELLIRECKONTHEBIGBOXISADYINGINDUSTRY’,‘我聽到朋友說他們試過CROSSFIT以后就不想去健身房了。這些朋友原來都是健身狂。他們覺得大型俱樂部正走向死亡’,CROSSFITHASBUILTPOWERFUL,HARDCOREWORKOUTEXPERIENCES,RANGINGINFEELFROM‘ELITE’TO‘GRUNGE’,CROSSFIT擁有強(qiáng)大的、高能量的健身體驗,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課程體驗很好所以它可以高收費,即使按次付費也有高出勤率,WEESTIMATEATOPENDSOULCYCLEDOES23MEBITDAONA051MINITIALINVESTMENT我們預(yù)估一家店一年成本為23百萬,前期投入為1百萬美元,SOULCYCLECHARGE34FORASINGLECLASSINNYCOROFFERVARIOUSPACKAGESRANGINGFROM165FOR5CLASSESTO850FOR30CLASSESTHISFIGUREDOESNOTINCLUDEADDITIONALREVENUEFROMSHOEHIRE,APPARELSALESETCTHISFIGUREISLIKELYCONSERVATIVEFOREXAMPLE,INTHEWEEK1319AUGUST2013THEUNIONSQUARESTUDIOAVERAGED70UTILIIZATION,BOUTIQUESAREMUCHSMALLERANDTH
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