First, the positioning of the surrounding population

The gym industry is essentially a service industry with a strong offline experience. Therefore, the location of the gym has a great relationship with the flow of people in the store. In addition to the flow of people, we should also pay attention to the demographic composition, try to choose the location close to the target customers, and the promotion cost of the follow-up health room will be much reduced.

1. Population base around

After investigation, we found that the distribution of gymnasiums in most cities has a certain * * *, and at the same time, the population covered by a single store also has a certain * * *. For example, Shanghai has a total population of 24.24 million, while there are 1,311 fitness clubs and 2,511 fitness studios in Shanghai, and the average number of members of each club and studio is calculated as follows. After all, most studios may just barely maintain their operation, which is equivalent to only 1-2 people out of 111 will go to gyms or studios for fitness. According to authoritative international data, the penetration rate of gyms in big cities in China is 1.2%, which is true.

what does this data mean to us? We must be clear that if we are in a first-tier city, the number of fitness clubs is generally more than 511, and the number of private education studios is more than 1,111. If we choose a remote location or are too concentrated with other clubs, the club's later profits will be greatly threatened. We should identify our target users, calculate the population base (peripheral population = target members *111), and then carry out targeted marketing promotion.

2. Demographic composition

By analyzing the data of fitness assistant platform and combining with market feedback, we found that the main group of gym members at present are post-91s and post-81s, accounting for 79% of the gym members. Gym members are generally middle-and high-income groups, and people with a monthly income of more than 5,111 account for more than 63%. At the same time, members of gymnasiums are generally well educated, with 71% of them having a bachelor's degree or above. Through analysis, it is not difficult to find that the decoration orientation of gymnasiums should be more suitable for the preferences of young people, especially the post-91 s group, and the pricing level of gymnasiums should be suitable for the monthly income of about 6,111 and the consumption level of urban white-collar workers, while advertising marketing should be as close as possible to the preferences and needs of higher education groups.

3. Portrait of club members

After analyzing the demographic composition of gym members through data, we can draw a portrait of club members according to the demographic composition of the city. The simple description is: born after 1991, with a monthly income of about 8,111 yuan, graduated from undergraduate course, and usually likes socializing, traveling and outdoor activities. Later, we should make design arrangements for the users in this portrait in terms of venue address selection, course design, decoration and marketing.

4. Theoretical membership base

After determining the user portrait, we can determine the theoretical membership base of a single store. For example, if we want to open a fitness club with an area of about 311 square meters, then our membership should exceed 2,111, and the monthly revenue should be about 811,111. In order to achieve this revenue target and membership target, we should at least choose the permanent population and floating population around three kilometers to exceed 211,111, and the number of existing clubs should be five.

5. Source of members: After determining the portrait of users and the membership base, we should also focus on the source of members. Stores with good locations can be included in a certain amount of natural flow. Stores with ordinary locations (such as stores on the second floor of two-way street) must plan the source channels of members at the beginning, such as: promoting the introduction of relatives and friends by adopting the guest-with-guest mode, distributing leaflets by adopting the strong push mode, setting up WeChat official account and public comment numbers by adopting the Internet marketing mode, and so on.

we must think about the marketing strategy before opening. if we don't think clearly, we will find that many marketing activities can't be carried out and are limited everywhere after opening.

second, site selection tool table

we take the distance between the target site selection and different crowd centers, the transportation convenience of the target site selection and the business activity around the target site selection as the main reference indicators, and score different reference indicators. The higher the score, the more suitable the new store operation.