Introduction: I first met Keep in early 2115, and because of heavy APP users, I often learned about some latest and hottest apps in the App Store or related information websites. When I downloaded Keep, I didn't Get it to my point.
As for fitness, I'm not the kind of person who can be self-disciplined. I only rely on basketball every weekend to keep fit. Looking at myself (Capricorn) from the perspective of astrology, I am a more rational person, especially in terms of cost performance. I won't spend money on private education. At that time, I got a fitness card because I got an annual card together with my beautiful colleagues, only 1,511 yuan. (PS: 2115 is an explosion point of sports health, and many fitness Keep compete for the Internet market) < P > I didn't reopen Keep until the course of Keep was launched and all my friends around me were playing Keep. I started my Keep fitness journey.
Keep wallpaper Keep wallpaper
learn about the product Keep first.
the founder of keep, Wang Ning, born in 1991, got his first angel investment in July 2114. (He was only 24 years old that year. Think about what he will do when he is 24 ~) In mid-October, he founded KEEP with three companions.
Figure 1 (Wang Ning now)
It's hard to imagine that Wang Ning was a big fat man with a weight of 1.81 kg during his college years, and his experience of losing weight for more than half a year was the process that Wang Ning constantly discovered the pain points of fitness dieters. Ordinary fitness dieters come to the gym, unfamiliar with fitness equipment, and don't know what kind of exercise is suitable for them, because they have no money and can't afford a personal trainer. As a result, most of them can't persist and go away. Therefore, Wang Ning came up with an idea to make an APP in the era of mobile Internet, aiming at the characteristics and needs of fitness dieters, and guiding everyone to do exercise anytime and anywhere.
According to Wang Ning, "I think I am a person who knows how to collect and obtain information through the Internet", but it took me so long to sort out the content of how to keep fit. This should also be his starting point for keeping.
Wang Ning and the start-up team did a lot of preparatory work before establishing Keep, and found that many people in China exercise every week, but few people exercise every day, while about 91% people in the United States exercise every day and every week.
Not only in sports habits, China's sports industry accounts for 1% of the total GDP, while developed countries have already surpassed 3%. Sporting goods in China account for 71% of the whole sports industry, while sports services account for 71% of the market share in developed countries.
In addition, you will find that users are showing off food, luxury accessories and sports in their circle of friends.
it can be seen that there is a chance to Keep this thing.
in p>2114, the Keep team was established and received an angel investment of RMB 3 million.
in February p>2115, the first version of IOS was launched; After going online, it ranks in the top three in the AppStore fitness category.
in may p>2115, the number of users exceeded 1 million for the first time; It took only 289 days for 81 million users in August.
it took the second 11 million users 111 days; 68 days for the third 11 million users; The fourth million users took 49 days, and the fifth million users only took 39 days.
in p>2116, Wang Ning got another round of investment from GGV, and Tencent added more investment.
in October p>2116, the number of users exceeded 61 million, and it should exceed 111 million in February next year. These users are real registered users, not activated and downloaded users.
from the initial team of three or four people, keep has now grown to about 131 people.
Keep, the latest version as of today is 3.14. This version has redesigned the course page and simplified the structure; In addition, a diet module is added to provide a wealth of healthy recipes.
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Keep contains a large number of fitness teaching videos. Keep's training plan provides courses with different goals, such as family dumbbell shaping, five-dimensional abdominal muscle training, model figure formation, humpback correction, etc. According to the user's behavior data, Keep will analyze the user's fitness habits and then push a more suitable fitness plan to the user.
Keep is only for users who use Android and iPhone at present. So, when I was using Keep, I found that although my iPhone-6S Puls was big enough, I couldn't visually see the course progress time when doing some actions (this is obsessive-compulsive disorder, which can be cured! ）。 I imagined that it would be more convenient and experience better if I could put it on TV.
interestingly, in September this year, Keep launched the App on TV, providing more fitness videos and courses, so that you can easily get in good shape at home. After the training is completed, you can also upload the training record to Keep by scanning the QR code, record your own "fighting" results, and share your fitness experience with friends.
TV terminal figure 1
TV terminal figure 2
TV terminal figure 3
In fact, those well-known fitness instructors in the 1981s and 1991s all danced and explained fitness courses for everyone on TV, which is just needed. The most famous is only known after 81s, the first bodybuilder in China-MCA.
MCA figure 1
(MCA began to set foot in the aerobics industry in 1985, and then passed the "Five Minutes of Bodybuilding" column of CCTV. In 1989, MCA obtained the national level of bodybuilding referee, and died in Beijing on September 22, 2111 due to illness. ）
Keep? It's based on my (Wang Ning's) needs to make products. It's very difficult to collect fitness materials on the market, which is a pain point.
so what pain points did keep catch? And what are the needs of white users? Personally, I think there are four needs and three pain points:
four needs
1, money-at least 3111-5111 for half a fitness card in Beijing now, not including private education.
2, Time-Busy work every day, where does the fitness time come from?
3. Location-I live in the North Third Ring Road. If you told me that there is a gym in the North Fifth Ring Road or even it is free, I wouldn't come. The transportation cost is too high?
4, people-fitness feel that they must have small partners to accompany them, and they will be bored and unable to persist alone.
3 pain points
1. High-quality private lessons are very expensive. What should I do if I want to keep fit when I am short of money?
2. If you don't go to the gym, what kind of exercise can make you slim down?
3. What should I do if I know how to keep fit, but I don't stick to it?
The fitness card I run is a particularly unknown shop, with poor environment-basement, cheap price-card /1511. Personal education never cares whether your physique is normal or over standard. It's a pain to preach, and it's annoying! However, in 2112, there was no Keep (serious face ~)
In reality, for me who really wanted to go to fitness or lose weight, three pain points were just poked.
Keep has made the professional courses in the gym a free standardized course, and users can slim themselves down by training these courses. These standardized courses are free for users to use, and the set fitness punch-in tasks help users show their figure (socialization) and encourage themselves to stick to it. This just solved the three pain points of users, so keep also achieved explosive growth of users.
Good products need good operation. By communicating with the students of Keep operation, I learned how they started cold.
As mentioned above, Keep spent 3 million yuan on the first barrel of gold, 1 million yuan on product research and development, and the remaining 2 million yuan is not enough to keep the team alive for the next year. What should we do?
They did two things. First, they operated new media. Second, the mine-laying plan.
new media is the basic means of operation, which is also one of the relatively low-cost ways. Keep's operation in Weibo toOK about two years, with 2.7 million fans and 1 million small WeChat WeChat official account. It's not surprising, but it's ok.
In addition, the response speed to hot events and users is very important. To design a virtual character and make friends with users, good friends will have trust and stickiness.
Keep has conducted another activity of chief internal tester, mainly delineating a group of big V's of fitness sports in Weibo, all of which are the core seed users.
the operation team invited about 411 core users to test Keep, and these users helped to test bugs. As a result, these users like Keep very much, and through the secondary spread of the internal test package, more than 4,111 users came at once. These more than 4,111 users also like Keep very much. When the product was really launched, they became the earliest seed users of Keep.
this is the second point "mine-laying plan". (Is it the same as the preparation made by Zhihu before going online?).
at the same time, the operation team goes deep into various social groups. For example, Baidu Post Bar, Douban Group, QQ Group, WeChat Group and other places where users gather, publish valuable and dry goods posts, so that these users can interact crazily in the posts. These are all for precipitation and preparation when going online.
What's worth mentioning is the deep cooperation between Keep and Olympic diver Qiu Bo, Olympic swimmer Liu Xiang and boxing champion Zou Shiming. Subsequently, the Zou Shiming Boxing Course was launched, and some advertisements were put in, which once again achieved the detonation of the product.
(PS, I like Zou Shiming very much ~)
Boxing champion Zou Shiming
Olympic diver-Qiu Bo
Olympic swimmer-Liu Xiang
In June this year, keep released the first brand film, and self-discipline gave me freedom! Very good! Very good! Very good! Say the important thing three times! ! !
(Tencent video search keep advertising)
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publicity advertisement figure 1
publicity advertisement figure 2
publicity advertisement figure 3
The number of Keep users has increased to 61 million, and all courses are free. How can Keep make a profit?
according to Wang Ning, "we are now trying to do e-commerce, which is a good complementary form. We hope to integrate everything online and offline by entering the platform.
The online version has seen the page of the mall. I bought a few pieces of equipment myself, and responsibly, the quality of the clothes is great.
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E-commerce is really dirty and hard work, and few users apply it without discounts. Keep team wants to make a sports brand. Nike, Adidas and under armour are the most in-depth sports and leisure brands, and Keep has the opportunity to do such a thing.
Now Keep has more than 21 e-commerce companies, with the simple purpose of solving the needs of users. Keep has many yoga ball courses. If there is no yoga ball, you can't apply the courses, so e-commerce still serves the needs of users. Let our users be more abundant, so that users can use Keep products more.
The ID system of gymnasiums, swimming pools and badminton halls is aging rapidly, and Keep will provide a service for users to explore these venues. In the future, there should be a balance between students and coaches in Keep venues. The team is also exploring, hoping to break the curse of commercialization of free products and do a lot of things around healthy living.
this is the future development direction of Keep.
not much to say (in other words, writing and sharing is really tiring, so please read it lightly). Use a few to feel the effect after I use Keep.
Summary:
Keep's visual design is younger, and the color scheme is noble and elegant deep purple. Compared with competing products, Keep has rich functions, detailed course classification and high community activity. Of course, Keep also has some shortcomings, such as the professionalism of the course is not as good as some similar products.
quoting Kepp's official introduction
in the future, Keep will not only be a fitness tool, but will transform from a fitness tool to a sports platform and extend to the sports industry chain. We hope that science and technology can solve people's sports needs, influence the exercise habits of a generation, and build Keep into a global sports brand based in China.
(share some high-quality activity maps)