How does fitness app get out of the "sub-health" shadow in the age of national sports?

In the trend of healthy living, the sports industry is ushering in the golden period of growth, according to a report previously published by the Institute of Rapid Transit, China's Internet sports users grew from 80 million in 2012 to 410 million in 2016, with an average annual growth rate of around 100 million, suggesting that the national sports era is striding towards us. At the same time, the sports industry in the comprehensive promotion of the Internet has also stepped into the rapid development, the appearance of fitness app is a bright, its ability to attract any age stage is more than everyone's imagination.

Sports on the Internet Express, full bloom into the normal

August 8, is the opening of the Beijing Olympic Games time, is widely known as the "National Fitness Day." The "National Fitness Day" was approved in 2009 to improve the national physique and health standards. It can be said that since the Beijing Olympic Games, China has set off a nationwide fitness craze. On the other hand, the national fitness craze is a good prospect of sports industry and the development of the blowout style.

According to the "2016 China internet Sports User Insights Report" published by Eric, the 500 million sports population benefits, the 10 policy support dividend and other factors are rapidly promoting the development of China's sports industry. At the same time, the report also points out that the factors that promote the development of the Internet sports industry include the encouragement of Internet sports, the enthusiasm of popular sports, and the impetus of Internet media.

With the addition of the Internet, sports fitness, sports events online viewing, sports products on-line purchase and other acts in a certain sense has become a normal.

It is worth noting that the other driver of internet sports is "dark", that is, "sub-health", although the existence of "sub-health" is still controversial, but more and more people find themselves in the "sub-health" status and began to worry. Therefore, in the high pressure and low quality of life, a battle with the body is to work as a representative of the "Sub-health" of the crowd, the physical fitness will naturally become their "life-saving straw."

However, whether it is a good driving force or the "sub-health" alone, will bring the Internet sports industry to a new development level, at this altitude, users and sports industry in the race, fitness, sports products, such as high-level integration. In other words, internet sports has captured the user's pain point and started to develop into a full-blown development pattern.

Is the fitness app itself in a "sub-healthy" state?

As the new talent of the Internet sports industry, sports Fitness app is exerting the demand of young consumer group. According to Beitar Consulting previously released the "July 2016 exercise fitness app user Monitoring report," The 2015 China Sports Fitness app active user size exceeded 20 million, an increase of 92.1%, is expected 2016 will reach 34.15 million people, growth will reach 70%, By 2018, the size of active users is expected to exceed 70 million people.

2015 is the development of fitness app Blowout, the emergence of a number of phenomenon-level products to the fitness app quickly to the tuyere. However, the sports fitness app is still in the user incubation stage, but the high-speed growth of the user scale is bound to persist for a long time.

Fitness app A lot of categories, very high degree of subdivision, here we divide it into three categories, one is online education fitness app, such as Keep, feel, hot fitness, such as sports Management app, such as Huawei Sports Health, millet sports, plump, spring rain pedometer, etc., a kind of fitness app, such as fun sports , Cheval football and so on.

Although people's growing awareness of healthy living has made fitness apps, fitness apps are inevitably "inflated" by the temptation to "swell" in the presence of a large market. At present, the "sub-health" phenomenon of fitness app has two main aspects.

First, the homogeneity of the trend is obvious, "twins" frequency

Beginners are not discriminating about fitness apps, and the reason they like an app is that the app's interface looks good, simple to operate, or otherwise unrelated to fitness.

However, the fitness app, which is designed to build up the user's fitness needs, does not think so, and in order to increase the number of users and the stickiness of users, bodybuilding apps have to show their fists. However, perhaps the force is too strong, perhaps the force is uneven, fitness apps are facing the homogeneity of the test, the lack of differentiated content has become the fitness app "competing" the biggest bottleneck in the field of fitness.

In the online education fitness app, Keep, which was launched in 2015, now has more than 60 million users, and also has more than 40 million users in the 2015 launch of the hot fitness. However, a little comparison can be found that they are two almost "twins", two apps in the interface, plate and other aspects are very similar to the plate classification as an example, roughly divided into the discovery, dynamics, training and my details of four pieces, almost the same. But in terms of fitness content, although they meet the comprehensive fitness app to diversify the fitness program requirements, but in addition to the professional fitness coach eyes, others are difficult to distinguish the content of the good or bad.

Sports management apps can be said to be homogeneous in the worst-hit areas, taking the pedometer as an example, its number in the app store far more than other types of apps, in an application market home search pedometer, called "pedometer" pedometer app occupy more than half, and their step accuracy is questionable, but they are most fortunate that , the user does not have the energy or the mind to try the pedometer individually. Step is actually a full technical work, but the vast majority of pedometer are embracing the troubled waters mentality of users, only a few pedometer can be better algorithm to count steps.

And the "twins" phenomenon of fitness app also tends to normal, such as go to sports app and fun Sports app, from the pronunciation say they are identical, and compare their interface, plate classification also almost no difference, including venues, about the war and so on. They differ only in the distribution of cities that can serve. Of course, this does not preclude the "three-line must have my teacher" plagiarism phenomenon, that is, they are two must have a cottage, or two of them are shanzhai.

In addition, "social" seems to be a fitness app consensus, but more like a brain-free imitation, this social is obviously unattractive, and, if you can not develop more meaningful things, fitness app's social function can actually be eliminated completely.

"Twins" and "multiple births" are now making fitness app awkward, no matter what kind of fitness app, it seems to be the same content, the ecological layout of the homogeneous direction of the development of no difference.

Second, the function is single, the innovation ability is insufficient

For online education fitness app, users need to self-study and have full perseverance, for the operation of the management of the app, users only need to open the software during the exercise, for the fitness app, users have the need to open.

In fact, at present, fitness app user stickiness is generally not high, that is to say, the existence of fitness app just meet the needs of users. On the basis of real demand, this situation is to illustrate the current fitness app is a common problem, that is a single function and lack of content innovation, which is difficult to expose in the early stage of rapid development, because the influx of users with a full sense of novelty to experience fitness app. But the further the development, that is, in the middle and late, the early users of the weak sense is highlighted, users will no longer open or even uninstall, or just open after a few minutes to the end of the hasty.

Take feel online education fitness app as an example, according to the relevant data shows that its number of users has exceeded 35 million, but the number of feel to complete the daily clock out of less than 10%, and then see feel online paid education fitness courses, most of the program number of only hundreds of people. It can be imagined that in the case of few active users, willing to pay to participate in online fitness education is less than the poor people are not surprising.

In fact, the existence of this phenomenon coincides with the disadvantage of a single fitness app function, to train users to the fitness of the need is very difficult, especially in a variety of restrictive conditions under the "eyeing."

Sitting in fitness app list single line location of fitness app such as Keep, feel, hot fitness, plump, and so on, also difficult to escape because of a single function of the lack of content innovation, to online education fitness app Keep For example, its fitness class is perfect, but skim that fitness of 15 or 20 minutes time, What else can a user do? Social? Not qualified, no bright spot. Brains can not imagine what should be done by users will naturally quit the software, in the event of no time to exercise tomorrow, fitness software will be left out.

With the sports Management app plump as an example, the number of users has reached about 80 million, it is visible that running is a very attractive sport, but how to increase the number of active users has always been a challenge. Wrestle, CEO of Plump, said: "Only about 20% of people in China now have more permanent exercise habits." ”

Even if it lasts, this long-lasting time is debatable, 3 months or 12 months, which is critical to the survival strategy of the fitness app.

And the Endurance fitness app's enduring ability is also worrying, although about the stadium, about the coach, John friends and so on to a certain extent has become a need, but about this process is only a short period of time, and the current fun sports, Cheval football, such as the number of venues, such as the lack of urban areas, development bottlenecks are quite clear.

In any case, all of this comes from a single short board with a fitness app. While the current fitness app has temporarily not developed new content or new features of Bright eyes, this situation is likely to have formed a "crisis", can be broken or a problem.

To sum up, fitness app "sub-health" has been very clear, if not to solve the problem of homogeneity and function as soon as possible, "sub-health" crisis is likely to deteriorate to "washout", to the weak.

Return to the user, look at the next two trends in fitness app

In order to get rid of the "sub-health" status, fitness app is bound to return to the user, usher in a rational development era, and in this process, fitness app will also go to two major development trends.

First, functional integration, ushered in the era of "great integration"

At present, the online education fitness app and sports Management app function Fusion phenomenon is very common, that is, online fitness education will highlight a certain or some of the sports management functions, such as Keep will run and riding the sports management function highlighted in the training page, in fact, is to attract the running, Cyclists are interested in using keep to manage their own exercise processes. Another example is the Huawei Sports Health app, whose health section contains online appointments, online doctors and so on, which is essentially a sports management app, but on its homepage there is an online fitness education Action Library, which shows that the Huawei Sports Health app is also moving towards a comprehensive fitness app.

With the increase in the number of fitness apps as a whole, integration has become a trend, online education fitness app will be added to the more professional sports management function, the Power management app will also join the content of online fitness education, because it is in line with the user wants an app to do everything in mind.

In the future, it is not difficult to join the online fitness education and function management functions, such as the Cheval soccer game management and football skills teaching function, which will not weaken the people, about the main function of the site, but will attract more football enthusiasts to join. And the plump and the running circle are obsessed with the development of online and offline events, and their deep layout of running is becoming more perfect.

The integration of the three functions of online education, power management, and on-line is highly responsive to the needs of users, that is, functional synthesis, simple operation. But for now, many apps worry about their ability to integrate multiple functions, and if the integration fails, they may face a lot of user churn. But in the near future, the first "eat crab" people will appear, we are not difficult to see the cross-border cooperation of different types of apps, fitness app integration trend is about to open the "great fusion" era.

Second, the segmentation trend is obvious, single-brand "diversified" era came

An app with a "big convergence" trend has a variety of features, and "diversification" tends to produce a chemical reaction between a single brand and a single sport category, which is, for the time being, the most obvious display of this trend in the power management app.

Plump's "split" movement is underway, currently, the plump movement has plump, enterprise plump, plump ice and snow apps, deep-rooted running plump is moving the concept of "split" into the field of snow and ice sports, trying to seize the huge user market of ice and snow movement. In addition, the enterprise plump is plump the user "splits" to the enterprise domain, grasps the team movement the Mutual comparison attribute.

In addition to plump, Yue mobile app developer Shenzhen Yue Mobile World Technology Co., Ltd. is also implementing a "diversified" strategy, currently, Yue Dynamic, Yue Mobile Pro, Yue Fitness and other app layout has highlighted its user segmentation, the need to subdivide the action strategy. The difference between the Yue moving ring and the Yue Lap Pro is that the Pro version is ad-free but requires a download fee of $2. It has to be said that the Yue-lap to figure out the user's mind is very strong, 2 dollars to get a better experience also fully meet the needs of some users. And Yue Fitness is an app that focuses on online fitness education, and it's clear that the lap doesn't want to be run. This single movement limits development potential.

In addition to the diversity of sports management apps, the online education fitness app also has a variety of possibilities in order to occupy the market, they may classify and develop more apps, or simply subdivide their apps internally to form sections such as running, biking, yoga, etc.

There is no doubt that the diversified layout of a single brand has a positive effect on the brand's influence, the subdivision trend of the brand segmentation can bring more traffic, and also can produce more feasible profit models in the layout more areas. But the diversification of a single brand will inevitably incur the entry of competitors, so in the "diversification" trend, a century war is inevitable.

Catch the Internet Express, but also coincided with the National sports era, fitness app "Great Leap Forward" breeding homogeneous, functional single "sub-health" symptoms, in these symptoms of the strong cooling, return to the user's fitness app may usher in a large integration and diversification of the "Golden 2.0 era."

Liu Yan, Zen Road ponder Internet, public number: liukuang110

How does fitness app get out of the "sub-health" shadow in the age of national sports?