In mid-to-late May, training institutions across the country began to resume classes one after another. According to the time nodes of previous years, it has now reached the stage where summer planning can be prepared.

The epidemic has slowed down the schedule of primary and secondary schools for at least one month, and the school holiday time directly affects the overall plan of physical education institutions in the next three months. In Guangdong and other places, local education departments have made it clear that this summer vacation must not be less than one month.

In this context, for institutions, how to arrange this discounted summer vacation and how to adjust the plans formulated before are all imminent questions.

According to Lazy Bear Sports Observation, unlike the "summer war" of physical education institutions in previous years, everyone is in a cautious state this year. This summer vacation, perhaps the most important thing is to wait for parents to restore their consumer confidence. Of course, this may also be related to factors such as the epidemic prevention situation in various places, the consumption level of the city where they are located, and the scale of the institutions themselves. On this basis, how should physical education institutions formulate summer plans? What kind of products can be launched during the summer? Which products are more suitable for traffic diversion/client acquisition/sales courses? In response to these issues, Lazy Bear Sports contacted many physical education institutions to understand the recent situation and also summarized the following suggestions for reference.

First of all, it needs to be clear that this year's institution's summer plan needs to be more flexible. Faced with the decline in parents' desire to consume in the summer and the uncertainty of the epidemic situation, institutions must formulate multiple response plans.

From the perspective of business links, what institutions need to do this summer are generally divided into four points: customer acquisition, publicity, revenue and sales courses. Therefore, the summer plan formulated must also be in line with the goals of the institution itself. Wu Jian, founder of

children's sliding car training institution Qi Er Wubi, revealed to Lazy Bear Sports that Qi Er Wubi will prepare for sliding car events every summer, but this year, due to the different epidemic prevention and control situations in various places, the time of launching the event will be different. In terms of making plans, Qi Er Wubi has formulated plans for different lengths this year for the epidemic, with 3 months or 6 months as the node.

Secondly, when is formulating the content of the plan, the organization must also operate according to the actual situation and cannot blindly follow the public to launch products. has just emerged from the epidemic, and most institutions’ goal this year is still to “survive”.

At this point, Chai Hua, founder of the children's basketball physical fitness training institution Hibao Planet, mentioned, "For institutions with small cities, small institutions and low operating costs, it is actually a paradox to attract customers on a large scale. Because you don't have enough people and mature ways of playing at all, it is unlikely to want too much cash flow and profit."

To a certain extent, small institutions have low operating costs and are limited in impact from the epidemic, so it needs to be more reasonable when setting up plans and you cannot rush them. Such institutions may consider launching high-quality drainage products. On the basis of providing good services and products, increasing the transaction rate in the store may be a better choice. In this regard, Chai Hua’s Hibao Planet will launch a plan to win bonuses during the summer. The child will have a bonus for the corresponding amount of days when he checks in at the store according to the rules. When the child reaches a certain number of days, the institution will have incentive plans such as cashbacks to stimulate his children's interest in sports.

. In terms of product, according to Lazy Bear Sports Observation, many institutions choose to launch short-term courses such as summer classes and summer camp . After the epidemic, short-term classes may be able to help the organization's revenue, but there must be more detailed arrangements in operation than in previous years, especially to dispel parents' concerns.

For children's physical fitness training institution Yingsbo, summer camp products take the high-quality route of small class. Therefore, summer camp is not considered the main business of S.P. After obtaining the first local resumption permit, they announced the news that the summer camp recruitment was launched. During the epidemic, S.B.E.B.E.B.E.B.E.B.E.B.E.B.E.B.E.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A.A This summer camp has also been a product that Yingsbo has operated regularly for several years. One-day arrangement for

English Doctor Summer Camp.

Due to the impact of epidemic prevention policies, SBE has made some adjustments when formulating this year's summer camp plan. In addition to the increase in venue disinfection equipment, the number of students per period has also dropped to 16. "In a venue with a scale of 400 to 500 square meters, 16 people are considered spacious," said Cheng Kai, founder of Yingsbo, "The five-day course may also have outdoor time, and will be adjusted according to the specific situation." As for Yingsbo, the primary goal is to restore the business to its normal state before the epidemic. "Compared with the catering industry, it takes almost 3 to 4 months to recover. If you are anxious to grab revenue, it is easy to cause safety accidents," said Cheng Kai.

. For some institutions, summer camps play the role of members' concentrated sales classes. , founder of Qijian Temple, a youth equestrian training institution in Shanghai, told Lazy Bear Sports: "Even if only one person signs up, we are willing to accept it." During the period when there are fewer visitors on weekdays, venues, coaches and horses are all consumed in a fixed amount, which will also reduce the overall square footage of the institution. But if there are summer camp students, even if there are only 1 to 2 people, the square footage and dilute the cost per lesson.

"Our summer camp time is stuck before normal classes are held at 6:30 pm on weekdays. Before that, there were fewer customers, and in the summer, the equestrian courses in the cooperative schools also stopped, so we used this period to do summer camps, followed by formal class courses, so this is an effective supplement," said Zhang Shenghao. The promotional poster of the Qi Jian Temple shows that the group purchase price of its summer camp is 9,000 yuan, including 4-day courses.

However, even though the summer camp products of the above two institutions can promote a certain aspect of the business, Chai Hua also mentioned that not all institutions are suitable for summer camps and summer classes. Before making a decision, the institution needs to consider the following three points: First, the institution holds summer camps with high qualifications for coaches or teachers. If the child needs to stay in the institution for a whole day, the institution should consider whether the coach can take care of the child well; Second, in the case of only one project, how can the day's training content be less boring; Third, how can the child satisfy parents in the institution's diet, naps, etc.

In fact, in addition to summer camps, physical education institutions also have other options for summer vacation products.

Before the epidemic, the closed summer camp of football training institution AiKike accounted for about two-thirds of its summer income. However, due to Beijing's epidemic prevention policy, confrontational training is still not allowed in all football fields in Beijing. Therefore, the number of people in AiKike’s summer camp can only be counted first, and the charge will only start after obtaining the permit. At the same time, they also began to explore new summer projects.

Love Kicker coach teaches classes in the community.

Unlike indoor training programs, the peak enrollment season for football training is not in the hot summer vacation, but in the cooler March to May. "In the past, parents would send their children to study and travel during the summer, and it was still quite popular to do football training in summer," said Li Zhao, founder of AiKit. During the previous summer vacation, AiKike would suspend regular classes on the small campus, concentrate these students to the large campus to teach uniformly, and hold summer camps .

But the current situation is so, AiKike has to adjust its enrollment plan this year and arranges the enrollment tasks from March to May in the summer vacation. "The best month for our enrollment is from March to May, and the enrollment ratio can account for about 60% of the first half of the year, but this year this year, this part of the indicators have been added to July and August," said Li Zhao. In terms of courses, regular classes on small campuses that were originally suspended during the summer will be held as usual this year. In general, enrollment and sales classes are the two major tasks of AiKike this summer vacation.

However, as Beijing's epidemic prevention and control measures are still strict, AiKike, who has not yet resumed classes, wanted to launch a class-based business and attract traffic while doing its performance. Li Zhao told Lazy Bear Sports: "Pinning lessons is equivalent to asking our coaches to attend classes in the children's community and parks. If a class is calculated at 300 yuan, parents can find a few more people to form a order, which is equivalent to N individuals competing for a 300 yuan course." AiKike's Pinning lessons are generally initiated within members, and members will then lead friends around them to join, which is actually equivalent to a centralized introduction model. However, Li Zhao also mentioned that it is also because classes have not resumed yet and there are no cases that have been successfully referred.Relatively speaking, there is no venue cost for class teams. If you can finally successfully refer to the topic, this may be a low-cost and efficient way to acquire customers.

For first-tier city physical education institutions that are relatively in line with the public's taste or charge higher fees, parents are more willing to accept projects such as class competitions or summer camps. However, for some niche project training institutions in non-first-tier cities, due to the local epidemic prevention status and consumption level, they can do very little.

, the baseball training institution in Qingdao, originally planned to go to baseball institutions in South Korea and the United States for exchanges this summer, which is also one of their important products for the summer. However, Yao Wei, founder of Eno Sports, told Lazy Bear Sports that there are many uncertainties about whether foreign exchange projects are feasible this year and even next summer vacation.

Eno Sports’ basic training course has been restored.

Although Eno Sports’ basic training in outdoors has recovered to about 90%, Eno’s business is currently only being carried out normally. When mentioning the expectations of summer revenue, Yao Wei felt that "no expectations". At this stage, while attending classes, Eno Sports actively promotes team building activities for other educational institutions. On the one hand, it can bring a series of marketing promotions to the brand, and on the other hand, it can also be regarded as "boosting each other" with educational institutions. As of the end of May, indoor training institutions in Shandong are still waiting for the acceptance stage to resume work, and it is not easy to recover before the summer vacation.

However, Yao Wei also mentioned that for them, what they can do at this stage is to "not be pessimistic or optimistic." "We must actively do the details and strive to try every possible opportunity," said Yao Wei.

Although it is difficult for physical education institutions, summer vacation is still an opportunity that cannot be missed. But overall, institutions need to be very cautious in formulating plans and product content and make the most reasonable plans.

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