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1、REMAINING COMPETITIVE AGAINST LOW-BUDGET FACILITIESAND OTHERS,24/10/2014,在低价及其他健身机构面前保持竞争力,WORST NIGHTMARE:,YOU WAKE UP ONE DAY TO FIND A COUPLE OF LOW- BUDGET FACILITIES ARE COMING TO TOWN AND OFFERING MEMBERSHIPS AT A FRACTION OF WHAT YOUR RATES ARE.,ITS EVERY GYM OWNERS,对于每个俱乐部老板老说,最恐怖的噩梦:,你某天忽然发
2、现一家低价健身场所将来到你的地盘 而且他们的会籍费只是你的几分之一.,LOW-COST GYMS HAVE THE MID- MARKET HEALTH- CLUBS IN THEIR SIGHTS,低价健身俱乐部会把中等健身俱乐部放在自己枪口下,20%,FitSpace is their first gym,80%,Previous gym experience,PREVIOUS GYM EXPERIENCE VISUAL INSIGHT RAY ALGAR 2011,Results效果,Support协助,Enjoyment,Facilities,Cost,Attendance使用率,Lo
3、cation位置,3%,3%,6%,11%,14%,26%,26%,0%,5%,10%,15%,20%,25%,30%,ILLUSTRATES THE MAIN REASON FOR LEAVING,Unsure,More than a year,7-12 mnths,4-6 mnths,0-3 mnths,Membership Duration会籍时长,0%,5%,10%,15%,20%,25%,35%,30%,5%,16%,18%,28%,33%,HOW LONG DID PREVIOUS MEMBERS KEEP THEIR MEMBERSHIP?之前的会员的会籍时长是多少？,第一次使用
4、健身房,之前有使用过健身房,会员对健身房使用经验的统计 RAY ALGAR 2011,人们退会的主要原因,After years of having a status quo situation, with not much disruptive thinking and innovations, low-budget clubs are challenging existing facilities to re-examine their own member proposition and to raise their game.在数年的无创新与维持现状后, 低价俱乐部正在挑战原有俱乐部，
5、让他们重新审视自己并且提升自我.,AS SCARY AS LOW BUDGETS CAN BE, THEY ARE A GOOD THING TO THE INDUSTRY.虽然低价俱乐部很恐怖, 他们对行业却是好事.,Theyll pay less for less service because at least then theyre not being overcharged,UNSATISFIED MEMBERS CAN GO ONE OF THREE WAYS,They drop out of ourindustry altogether,BUDGET GYM低价俱乐部,YOUR
6、CLUB你的俱乐部,MICRO-GYM/ PREMIUM OFFER工作室/高端店,Theyll pay more in the hope that this club might actually provide something that delivers on its promise,不满意的会员要可以做出的三个选择,他们花更少少的钱，享受更少的服务。这样起码不会被“宰”,他一同离开俱乐部这个行业,他们花更多的钱，希望获得应该获得的服务,PEOPLE CRAVE SOCIAL CONNECTION,人们渴求人际交往,ALL THE STARS ALIGNED.WE ARE IN A G
7、REAT PLACE TO BE THE ONES FILLING UP THESE NEEDS,万事俱备.我们所处的可以满足人们的需要,Growing membership is tough After 3 years, the membership doesnt grow anymore in most facilities and the pressure is on to not step back New member acquisition is a constant challenge The competition is continually increasing, lead
8、ing to a serious price war Cost of new member is high We struggle getting new people to join our clubs -less than 17% of adults belong to health-clubs in any single country, and market penetration of 10.5% is enough to be among the top 10 of all countries,REALITY CHECK: MOST OF US ARE BEING CHALLENG
9、ED 事实：我们中的大多数都面临挑战,扩张会员总数很难 1经过三年后会员总数没有增长，主要压力是不要退步2获得新会员一直是挑战3竞争加剧变成了价格战4新会员与新员工的成本很高5让人们加入健身俱乐部是很难的，所有国家的总人口中健身俱乐部会员都不超过17%, 市场渗透率达到10.5%就可以在任何国家跻身前10的位置。,The world is facing a great holistic health challenge and our industry is perfectly positioned to play a big part in the solution. We are the
10、exact opposite of the cigarette and junk food companies and we have an intimate relationship with a large percentage of the worlds wealthiest people, but they are often smarter than us!,WHAT CAN THE FITNESS INDUSTRY DO?健身行业该做什么?,全世界都面临全面健康问题而我们的行业正好可以提供解决方案。 我们是烟草公司和垃圾食品的对立面，我们和这个世界上最富有的人中的很多人都有紧密的关
11、系，但是他们往往比我们聪明!,PHILIP MORRIS 是世界第一大 烟草公司,MCDONALDS 麦当劳,YES, THE AVERAGE ATTENDANCE PER MEMBER IS 1.9 VISITS PER WEEK BUT 66% MEMBERS USE THEIR CLUB ONLY 1 TO 1.9 TIMES PER WEEK 43% USE IT LESS THAN ONCE A WEEK,xx 52 2551 1224 111,101,2008,2009,2010,2011,2012,89,102,91,98,87,102,91,99,88,Average atte
12、ndance health-club members,Average attendance health-club consumers,AVERAGE U.S. HEALTH -CLUB ATTENDANCE - MEMBERS AND CONSUMERS,U.S HEALTH-CLUB ANNUAL ATTENDANCE BY NUMBER OF DAYS,2010,2011,2012,MOST MEMBERS DONT COME OFTEN ENOUGH,FACT,YES, 会员的平均到店率是每周1.9次但是 66% 会员 每周使用俱乐部1到1.9次 43% 会员每周使用俱乐部不到一次,x
13、x 52 2551 1224 111,101,2008,2009,2010,2011,2012,89,102,91,98,87,102,91,99,88,会员平均到店率,消费者平均到店率,美国俱乐部会员及消费到店率,美国会员年度到店天数,2010,2011,2012,大多数会员来店不够频繁,事实,LOW ATTENDANCE EQUALS LOW PERCEIVED VALUE AND LOW MEMBERSHIP YIELD,到店率低就是会籍价值低，也就等于会籍购买欲望低,THE LOW BUDGET BUSINESS MODELIS BASED ON A PARADOXE,THE PARA
14、DOXE To have asmany membersas possiblepayinga monthly fee to club and in the same time: To have asfew membersas possiblevisitingthe club on a regular basis. These clubs are not made toaccommodate all their members, they know this, they bank on this . this is not honest business for the fitness indus
15、try. Which business could be based on the fact that their customers will not come very often to make their business possible?,低价俱乐部的商业模式是一个悖论,悖论 尽可能多地招收会员到一家店面，同时希望会员尽可能少地来店定期锻炼. 俱乐部不可能承载所有会员,老板知道,他们靠这个盈利，这不是健身行业内诚实是模式. 哪个服务场所是靠他们的顾客不经常来而成功的?,We are a stagnating industry and we have started to turn
16、into ourselves - We are fighting for the same customers (segmentation) instead of innovating to attract new ones我们的行业停止不前，并且只是彼此竞争- 争取相同的客户，而不是通过创新而吸引新人加入。,US: 15 millions new members join every year, 12 millions leave,美国每年1500万人加入俱乐部，1200万人离开,AS WITH EVERY OTHER INDUSTRY, THE LOW-COST GYM SECTOR IS GAINING MOMENTUM像其他行业一样，低价俱乐部更具发展势头,AND GAINING MARKET SHARE 快速获得市场份额,Planet Fitness USA 268 centers in 2008 = 600+ at end of 2012 = $10.00 to
