Leqing think tank, in-depth research on global industries and companies (WeChat public number: lqzk168)
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commercial gyms have chain business models (including direct, franchise and hybrid) Non-chain There are two types of formats, including larger comprehensive gyms and smaller community gyms.
Large-scale chain gyms adopt a business model between the chain headquarters and each chain store in accordance with the contractual agreement. Each gym has a common brand, business philosophy, and management system, focusing on mass fitness To be positioned; large independent gyms adopt an independent business model; community gyms to enrich community housing Civil business, cultural and sports life is the main starting point, generally attached to supporting commercial facilities of a certain scale of residence The format is relatively small.
Non-commercial gyms include hotel fitness clubs and government-funded non-profit gyms.
Review: Why didn’t it get the attention in the early stage?
fitness culture is an imported product in China. Since the 1980s, the marketization process has more than 30 years of development history. The past fitness has experienced strength fitness, aerobic Fitness, Four stages of fashion fitness and national fitness:
stage 1: strength fitness. Popular in the 80s in the world, mainly targeting male customers, emphasizing Body shaping, strong professionalism, small number of participants;
stage 2: aerobic fitness. Mainly in the 1990s, aerobic fitness With the development of fitness clubs, the concept of membership has become popular;
, from the perspective of demand, was restricted by the disposable income of domestic residents before 2000. Lower, the gym only serves a small number of professionals; from the perspective of supply, the per capita fitness area It is also relatively low, it is difficult to cultivate fitness habits, and the development of the gym industry in China is limited.
Stage 3-Fashion Fitness. Mainly in 2000-2014, this time interval, large The type club was born. The main characteristics of this stage are low industry barriers and imperfect industry standards.
The competition among the various clubs is fierce. The case shows that when the rent of the gym rose from 2.5 million in 2002 to 9 million in 2010, the membership card fee dropped from 6,800 yuan to 4,800 yuan. The pressure on business operations has greatly increased. Price competition in the industry is obvious, clubs are closing, and the number of clubs is showing signs of decline:
In 2011, two major fitness brands in Beijing, one of the earliest gym chain brands in China, Jade Bird Fitness (founded in 2001, has 16 stores nationwide)5 The store closed for three days and the Zhongti Beili Sunshine 100 store suddenly closed. These two events triggered a chain reaction in the industry. Because of Jian Most of the body rooms adopt the membership pre-sale system, and the bankruptcy makes it impossible to redeem the various membership cards held by customers. Now, it has caused a bad influence in the society and damaged the image and reputation of the industry.
changes: both internal and external, the industry takes the lead
internal: new formats emerge, the Internet + sports rise
1) Small community gyms become popular. In recent years, gyms such as rent and labor costs have become This rapid improvement, focusing on boutique small community gyms, has become a rookie in the industry. Leading the industry Take the O2O fitness platform Leke Fitness as an example, which reduces the standard area of thousands of square meters of traditional gyms To 300-500 square meters, open 24 hours, 99 yuan monthly subscription, etc. as the main selling point, reducing the cost The threshold for household membership is currently 66 companies nationwide and they are rapidly expanding.
2) The number of fitness studios has grown rapidly. The fitness studio mainly provides fitness users with Characteristic customized services, services are more professional and refined. Take Beijing as an example, in Volkswagen Reviews search for gyms and rank them according to reviews. The top ten are all private training studios.
3) Digital fitness is on the rise. Internet tools such as WeChat official account, APP, etc. are effective Improve user stickiness and user experience, customers canEasy access to gym classes on APP Schedule, and make reservations for venues and courses online, greatly improving the efficiency of venue operations and management. rate. The Internet can also improve gym profitability through value-added services such as e-commerce.
External: Time and place are favorable for people and the industry encounters triple benefits.
1) Policy encouragement: In recent years, the State Council and the State Sports General Administration have issued many documents to vigorously encourage national fitness. In 2016, the General Administration of Sports and the State Council respectively promulgated the 13th Five-Year Plan for Sports Development, "National Fitness Program (2016-2020)", "Healthy China 2030" Planning Outline", "State Council "Guiding Opinions of the General Office on Accelerating the Development of the Fitness and Leisure Industry" etc.
proposes that by 2020, every The number of people taking part in one or more physical exercises per week reached 700 million, the number of people who regularly took part in physical exercise reached 435 million, and the total scale of sports consumption reached 1.5 trillion yuan. The goal is to make national fitness a national name. sheet. It is necessary to “further enhance core competitiveness through management output, chain operation, etc., and extend Extend the industrial chain and profit chain", "support the listing of qualified fitness and leisure enterprises", etc.
2) Demographic dividend: The population born in the first wave of population in China gradually enters the fitness age stage. Fitness enters the mainstream consumer market. From the perspective of the age of gym consumers, young and middle-aged consumers are fitness The main force, middle-aged and young people with stable careers between 20-40 years old are more willing to accept and enjoy new things They have higher requirements for the quality of life, which has prompted them to become the main body of club fitness consumption.
3) Consumption upgrade: International experience believes that when the per capita GDP exceeds 7000 US dollars, the public Consumption began to move from imitation consumption to the stage of personalized and customized consumption. 2014 i The country’s per capita GDP exceeds US$7,000, and sports consumption is gaining momentum.
Overall, we found that the domestic gym industry is very similar to the situation in Taiwan at the end of the last century:
1) Taiwan announced the "Outline of the Ten-Year Development Plan for Sports for All" in 1974. A complete development concept was put forward. In 1979, it approved and published the "Actively Promote Sports for All Plan", and in 1989 it further approved and issued the "Taiwan Sports Construction Mid-Range Plan"... The earth encouraged the popularization of fitness and the rise of the gym industry;
2) Taiwan’s economy began to rise in the 1970s and created a world economic myth. Becoming one of the "Four Little Dragons" in Asia has laid a solid material foundation for the rise of the fitness industry;
3) Taiwan experienced a wave of births from the 1960s to the 1980s, and the total population has been rising since the 1990s.
The above reasons have driven Taiwan's gym industry to usher in a golden period of development at the end of the last century. In 1986,
Zhongxing Department Store established Taiwan’s first fitness club invested and operated by a department store; after 1990,
Hongguo Construction, Qiaotai Construction and other builders joined the fitness industry and built large modern fitness centers.
In terms of business format, since the 1990s, Taiwan’s gym industry has successively launched fitness equipment Equipment, beauty and body care, sports product sales and leasing services, combined with the club’s business It has become a compound and chain gym. The old brand Alexander Gym Expanded to 30 branches (the total population of the island is 22.69 million).
Outlook: The market space is huge, and the integration opportunities are highlighted.
Global: The industry is still on the rise, and the domestic penetration rate is large. The fitness trend that began in the 1970s continues to ferment globally. In 2015, Europe The number of fitness club members reached 48 million, and about 50,000 fitness clubs had annual revenues of 35 billion U.S. dollars.
Europe is the most profitable region for health clubs, and the UK and Germany are the European markets Leading country. British private fitnessTypes of venues include comprehensive clubs, fitness studios and There are about 6,300 fitness clubs, 8.8 million members, and total sales of 6.2 billion US dollars.
German fitness centers are also very diverse, including traditional fitness centers and ladies exclusive Health clubs, medical and physical and mental health clubs, low-cost clubs, studios, etc., have a total of There are 8,300 body clubs and studios with 9.5 million members.
North America and other developed regions advocate fitness culture, and the concept of fitness and healthy life is deeply rooted. The development of the fitness industry also has a long history. The U.S. fitness and club market remains strong The total output value of the industry and the total number of members have increased significantly. Revenue has increased from US$24.2 billion in 2014 to US$25.8 billion in 2015, and the number of members has increased from 54 million to 55.3 million. The number of clubs increased from 34,460 to 36.18 million.
American gyms have to face the masses Cheap chain gyms such as Planet Fitness ($16/month), facing the high-end middle class Chain gyms such as Life Time Fitness (40-160 USD/month) and small groups for specific users Types of fitness studios such as Soul Cycle (US$34/month). Canada has 6000 fitness clubs Ministry, with more than 6 million members, future obesity mitigation projects, health preservation, Reasonable diet and nutrition, improving exercise efficiency, etc. will become the future industry growth engine.
China: The number of fitness clubs and members has entered an upward channel
The number of fitness groups: From 2009 to 2014, the number of people who regularly participate in physical exercise in my country has continued to rise, reaching 383 million in 2014, and 61% of the population is doing fitness exercises, compared with 2013 Increased by 1.5%, the huge fitness population brings huge market demand to the gym industry.
Clubs: The number of fitness clubs in my country has continued to increase from 2,959 in 2009 to 3,662 in 2014. Although between 2011 and 2013, due to intensified competition in the fitness market, The industry has closed down, and the growth rate of the number of fitness clubs has shown signs of decline. With the release of demand, the gym industry is showing a recovery trend, and the growth rate of the number of fitness clubs in 2015 Up to 20.84%, the number reached 4,425; the growth rate of the number of fitness club members reached 21.36%, The number reached 6,637,700.
In 2015, the output value of my country’s gym market was only 70 billion yuan. With the increasing awareness of fitness With the further maturity of Shenghe's gym business model, my country's gym market is expected to remain stable Development. Driven by the rapid growth in the number of fitness clubs and the number of members, The size of the housing market will approach 90 billion, and it is expected to maintain a compound annual growth rate of 12% in the next five years. It will reach 123 billion yuan by 2020.
pattern: the regionalization of the chain is significant, and there is room for improvement in concentration. At present, the market share of the top ten built-in housing in China is still low. The total number of top ten gym brand stores is only 740, accounting for 16.4% of the total number of gyms in the market. Non-connected gym Mainly locks, accounting for 66.8% of the total number of gyms. The regional characteristics of strong chain gyms are still However, it is more obvious, unlike retail and other businesses that are difficult to expand across regions due to historical reasons. The gym industry does not have strong regional barriers, and there will be more room for market integration in the future.
China's top ten fitness chain brands
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