Quote: I first met Keep in early 2015. Also because I am a heavy APP user, I often learn about some of the latest and hottest apps in the App Store or related information websites. When I downloaded Keep, Get did not reach my point.
I am not the kind of person who can exercise self-discipline when it comes to fitness. I only rely on playing basketball every weekend to stay in shape. Looking at myself (Capricorn) from the perspective of astrology, I am a relatively rational person, especially in terms of cost-effectiveness. I will not spend money to hire a personal trainer. I also applied for a fitness card at the instigation of a beautiful colleague. The annual card is only 1,500 yuan. (PS: 2015 was an explosion point for sports and health, with many fitness Keeps competing for the Internet market)
It wasn’t until Keep’s courses were online and all my friends around me were playing Keep that I reopened Keep. . Started my Keep fitness journey.
Keep Wallpaper Keep Wallpaper
Let’s first learn about the Keep product.
Keep’s founder, Wang Ning, was born in 1990. He received his first angel investment in July 2014. (He was only 24 years old that year. Think about what you will do when you are 24~) In mid-October, he founded KEEP with three companions.
Picture 1 (Wang Ning’s current appearance)
It’s hard to imagine that Wang Ning was a 180-pound fat man in college. The painful experience of losing weight for more than half a year is what Wang Ning keeps discovering. The process of pain points for fitness and weight loss people. Ordinary fitness and weight loss people come to the gym and are not familiar with fitness equipment and do not know what kind of exercise is suitable for them because they have no money and cannot afford a personal trainer. As a result, most of them couldn't persist and gave up. Therefore, Wang Ning came up with the idea of ??making an APP in the era of mobile Internet to guide people to exercise anytime and anywhere based on the characteristics and needs of fitness and weight-lossers.
According to Wang Ning, "I consider myself to be a person who knows how to collect and obtain information through the Internet very well," but it took me so long to sort out the content on how to keep fit. This should also be the starting point for his keep.
Wang Ning and the start-up team did a lot of preparatory work before founding Keep. They found that many people in China exercise every week, but very few people exercise every day, while in the United States, daily and weekly exercise are People from work units account for about 90%.
Not only in terms of sports habits, China's sports industry accounts for 1% of total GDP, while developed countries have already exceeded 3%. China's sporting goods account for 70% of the entire sports industry, while in developed countries it is sports services that account for 70% of the market share.
In addition, you will find that in addition to showing off food and luxury accessories in the circle of friends, more and more users are now showing off sports.
It can be seen that there is a chance for Keep.
The Keep team was established in 2014 and received angel investment of 3 million yuan;
In February 2015, the first version of IOS was launched; after it was launched, it ranked first in the fitness category of AppStore three.
In May 2015, the number of users exceeded 1 million for the first time; in August, it only took 289 days to reach 10 million users;
The second 10 million users took 101 days; the third 10 million users took 68 days; the fourth 10 million users took 49 days; the fifth 10 million users only took 39 days.
In 2016, Wang Ning received another Series C investment from GGV, and Tencent added additional investment.
The number of users exceeded 60 million in October 2016, and it should exceed 100 million in February next year. These are all real registered users, not users who have activated and downloaded.
Keep has grown from a team of three to four people at the beginning to about 130 people now.
Keep, the latest version as of today is 3.14. This version has redesigned the course page and simplified the structure; in addition, a new diet module has been added to provide a wealth of healthy recipes.
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Keep contains a large number of fitness teaching videos, and Keep’s training plan provides family There are courses with different goals such as dumbbell shaping, five-dimensional abdominal muscle training, model figure development, hunchback correction, etc. Based on the user's behavioral data, Keep will analyze the user's fitness habits and then push more suitable fitness plans to the user.
Keep is currently only for users who use Android and iPhone. So, when I was using Keep, I found that although my iPhone-6S Puls was big enough, I couldn’t move it when doing certain actions. You can intuitively see the progress time of the course (this is obsessive-compulsive disorder, it needs to be cured!). I thought about it, it would be more convenient and the experience would be better if it could be cast on TV.
Interestingly, in September this year, the Keep App was launched on the TV side, providing more fitness videos and courses, allowing you to easily get in good shape at home. After training is completed, you can also upload training records to Keep by scanning the QR code, record your "battle" results, and share your fitness experience with friends.
TV end picture 1
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TV end picture 3
In fact, those well-known fitness coaches in the 80s and 90s They all dance and explain fitness classes to everyone on TV. This is a necessity. The most famous one, known only to people born in the 1980s, is China's number one bodybuilder - MCA.
MCA Picture 1
(MCA began to get involved in the aerobics industry in 1985, and later passed the CCTV "5 Minutes of Bodybuilding" column. In 1989, MCA passed the national bodybuilding referee level. Passed away due to illness in Beijing on September 22, 2001)
Keep? is based on his own (Wang Ning) needs. It is very difficult to collect fitness information on the market, which is very labor-intensive. It's a pain point.
So what pain points does keep capture? And what are the needs of novice users? I personally think there are 4 needs and 3 pain points:
4 needs
1. Money - half of the fitness cards in Beijing now cost at least 3000-5000, and this does not include asking for private services. teach.
2. Time - With 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 and it is even free, I would not come. The transportation cost is too high?
4. Character - I feel that fitness must be accompanied by a friend. It will be very boring to be alone and unable to persist.
3 pain points
1. High-quality personal training classes are very expensive. What should I do if I am short of money and still want to exercise?
2. If I don’t go to the gym , what kind of exercise can make you lose weight?
3. Even if you know how to exercise, but you don’t stick to it, what should you do?
The fitness card I applied for is from a company that doesn’t know how to do it. Famous small shop, poor environment - basement, cheap price - sub card / 1500, personal trainer never cares if your physical fitness is normal or exceeding the standard, he will give you a painful lecture, which is annoying! However, there was no Keep in 2012 (serious face~)
In reality, for me who really wanted to go to the gym or lose fat, three pain points were hit.
Keep has turned the gym’s professional courses into free standardized courses, and users can lose weight through training in these courses. These standardized courses are free for users to use, coupled with set fitness check-in tasks, to help users show off their figures (socialization) and encourage themselves to persevere. This exactly solved the three pain points of users, so keep also achieved explosive growth of users.
Good products require good operations. Through communication with Keep operation students, I learned how they cold-started.
As mentioned earlier, Keep’s first pot of gold was 3 million, and product research and development spent 1 million. The remaining 2 million is not enough to keep the team alive for another year. What should we do?
They did two things, first, new media operation; second, mine laying plan.
New media is the basic means of operation, and it is also one of the relatively low-cost methods.
Keep's Weibo operation took about two years, and it has 2.7 million fans and 1 million WeChat official accounts. It's not amazing, but it's still OK.
In addition, the speed of response to hot events and the speed of user response are both very important. It is necessary to design a virtual character and make friends with the user. Only good friends will have trust and stickiness.
Keep held another Chief Internal Beta Officer event, which mainly identified a group of Weibo fitness and sports influencers, all of whom are the core seed users.
The operations team invites about 400 core users to test Keep, and these users help detect bugs. As a result, these users liked Keep very much, and through the secondary spread of the internal test package, more than 4,000 users suddenly came. These more than 4,000 users also liked Keep very much. When the product was actually launched, they became the earliest seed users of Keep.
This is the second point of the "mine laying plan". (Is it the same as the preliminary preparations made before Zhihu went online?)
At the same time, the operations team went deep into various social groups. For example, Baidu Tieba, Douban groups, QQ groups, WeChat groups and other places where users gather, publish valuable and informative posts, allowing these users to interact crazily in the posts. These are all for preparation and preparation when going online.
It is also worth mentioning that Keep has in-depth cooperation with Olympic diver Qiu Bo, Olympic swimmer Jun Liu Xiang, and boxing champion Zou Shiming. Subsequently, Zou Shiming's boxing classes were launched, and in conjunction with some advertising, the product once again became a hit.
(PS, I personally like Zou Shiming very much~)
Boxing champion Zou Shiming
Olympic diver-Qiu Bo
Olympic swimmer-Liu Xiang
In June this year, keep launched its first promotional brand video, Self-discipline gives me freedom! Very cool! Very cool! Very cool! Say important things three times! ! !
(Tencent Video Search Keep Promotional Advertisement)
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Promotional Advertisement Picture 1
Promotion Advertising Picture 2
Promotional Advertisement Picture 3
The number of Keep users has grown to 60 million, and all courses are free. So how does Keep make money?
According to Wang Ning, "We are now trying to do e-commerce. E-commerce is a good complementary form. We hope to integrate everything online and offline by entering the platform."
For the current online version, you have seen the mall page. I have also purchased a few pieces of equipment myself, and I can honestly say that the quality of the clothes is great.
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E-commerce is really dirty and hard work, and there are very few discounts. There are user applications. The Keep team wants to create a sports brand. Nike, Adidas and under armor are the most popular sports and leisure brands, and Keep has the opportunity to do something like this.
Now Keep is listed on more than 20 e-commerce companies. The purpose is very simple: to solve user needs. Keep has a lot of yoga ball courses. If you don’t have a yoga ball, you can’t use the courses, so e-commerce still serves the needs of users. Let our users be more enriched and users can use Keep's products more.
The ID systems of fitness venues, swimming pools and badminton halls are aging quickly. Keep will have a service that allows users to tap 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 free product commercialization and create many things around healthy living.
This is the future development direction of Keep.
Without further ado (by the way, writing and sharing is really tiring, so please let me know), let me take a few pictures to feel the effect after using Keep.
Summary:
Keep’s visual design is youthful, 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 shortcomings. For example, the professionalism of its courses is not as good as that of some similar products.
Quoting the official introduction of Kepp
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 to be driven by technology to solve people's sports needs, influence the exercise habits of a generation, and build Keep into a sports brand based in China but facing the world.
(Share some high-quality activity pictures)