8月8日是中國(guó)全民健身日，既是對(duì)08年北京奧運(yùn)會(huì)的紀(jì)念，也由此激發(fā)更多國(guó)人參與體育健身。12年的發(fā)展，中國(guó)健身房也呈現(xiàn)出新的趨勢(shì)。CGTN(中國(guó)國(guó)際電視臺(tái))向全球觀眾展示了中國(guó)健身場(chǎng)館的新景象。光豬圈健身(Sunpig Fitness)作為國(guó)內(nèi)新型場(chǎng)館代表，展示其方便、智能、友好的特色。
August 8 marks National Fitness Day in China. It's an event that was introduced in 2008 to commemorate the Beijing Summer Olympics. Since 2008, a sports craze has spread among people of various age groups across the country. Twelve years on, China's growing interest in fitness activities has led to the rise of a new trend: Smaller, smarter, and more affordable gyms.
光豬圈的會(huì)員代表談到了她的想法。相比起傳統(tǒng)大型場(chǎng)館，她更喜歡光豬圈這樣的小型化健身房，她的日常訓(xùn)練需求都能得到滿足，并且更方便、訓(xùn)練氛圍更友好。光豬圈的智能互聯(lián)系統(tǒng)，可以讓會(huì)員跟蹤自己的訓(xùn)練成果，而且可以靈活選擇月付費(fèi)。
27-year-old Liu Ximeng likes to get the most out of her gym membership…
However, she recently decided to forego the luxuries of the spacious, conventional gyms…..with their long-term contracts and expensive membership fees…
…for this more compact arena, which she says gives her everything she needs.
“Fitness coaches in traditional gyms are like sales people. I prefer these smaller gyms, with lower costs, more convenience, and quicker access. It enables me to focus more on my exercise”
Ximeng’s new gym is Internet-based – which enables members to track their exercise and progress using a special app -- and, maybe the best thing, she only needs to commit to one month at a time…
月付費(fèi)是非常有吸引力的引流促銷手段，不過這需要場(chǎng)館有與之配套的經(jīng)營(yíng)管理方案。光豬圈健身聯(lián)合創(chuàng)始人劉易斯介紹到：光豬圈門店的規(guī)模相比傳統(tǒng)健身房?jī)H1/10，租金和設(shè)備費(fèi)用隨之大幅減小，人力成本也減少2/3，固定成本相對(duì)較低，不需要龐大的現(xiàn)金流支撐運(yùn)營(yíng)，所以能夠采取短期付費(fèi)以吸引會(huì)員進(jìn)入。
目前光豬圈在全國(guó)已運(yùn)營(yíng)近200家門店，超過40萬(wàn)會(huì)員。
But not all fitness companies can afford such attractive promotions…
The gym’s founder, Liu Lisi, or Lewis, says he doesn’t need to rely on these long-term contracts for financing – because he has worked out an alternative way….
To minimize costs…
“Our fixed cost per gym is relatively low compared to traditional ones, the size of a gym squeezed to 10 times smaller, then rental and equipment expenses drops ten times…Moreover, manpower cost also reduced by two thirds, so that’s why we don’t need so much cashflow and could afford attracting my customers with short-term memberships with easier access”
Using this model, Sunpig has opened 200 gyms around the country, attracting over 400-thousand users…
中國(guó)大約有1000萬(wàn)健身房用戶。這個(gè)數(shù)字看起來很高，但僅占國(guó)內(nèi)人口的百分之一。相比之下，美國(guó)則有五分之一的人去健身房鍛煉。中國(guó)的健身產(chǎn)業(yè)看起來有很大的增長(zhǎng)空間。
“There are roughly 10 million gym users in China. A high number on the face of it, yet it’s just a tiny one percent of the country’s population. Compare that with the United States, where one in five people use a gym, so it seems there’s much room for growth in China’s fitness industry…But will these internet-based, small, and innovative gyms beat the more conventional variety into the space?”
1898創(chuàng)投的創(chuàng)始人酈紅表示，
小型健身場(chǎng)館的連鎖經(jīng)營(yíng)可能是一匹黑馬，在中國(guó)健身運(yùn)動(dòng)興起的熱潮中占有一席之地。不久的將來，在互聯(lián)網(wǎng)健身場(chǎng)館領(lǐng)域會(huì)出現(xiàn)一家獨(dú)角獸公司。而傳統(tǒng)大型場(chǎng)館并不會(huì)被小型場(chǎng)館完全替代，但升級(jí)服務(wù)體驗(yàn)是勢(shì)在必行的。
I took that question to Miss Li Hong, the founder of 1898 Venture Capital, who believes such small gym franchises can be a Black Horse, and are well-positioned to ride the wave of the rising interest in fitness in China…
“I think it’s very likely we’ll see a unicorn company in the Internet-based gym franchise industry in the near future, as they not only offer users more convenient experiences but also cater to people’s communal desires. But without windfall profits, companies have to expand to a certain scale first to be sustainable”
Miss Hong went on to say that although the conventional big gyms won’t be completely replaced by the smaller ones, they also need to upgrade their services to survive in the future…
But perhaps one thing is certain… there’ll be a wide variety of options for customers who want to live a healthier lifestyle in the future.
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