Release date: 2016-08-03
After drying the food and drying the sun, the fitness has become the new favorite of WeChat's circle of friends. In addition to all kinds of smart wearable devices, it is the mobile phone, the Keep, the Feel, the sports, the joyous running circle, etc. Sports App in all types of segments.
However, all tool products can't get rid of the Pareto rule (also known as the 28th law). If the newly created tools can't detonate in a short time, they can't produce secondary fermentation. The life cycle will be short, and the capital will pay more attention to it. Apps that are converted into cash flow, most of the entrepreneurial projects are “cold in front of the doorâ€. Is there any kind of product that looks like this?
The logic that sports apps should have
In fact, the Sports App has not been prepared for athletes since its inception, and those who do not use the App will continue to exercise. Those who have done a card in the fitness club and have not gone a few times, the App can't help them.
At this time, the biggest value of the Sports App is: After aggregating users with sports needs, the illusion that "we have achieved fitness through this App" is created for other users.
The interesting result is that the Sports App is in the midst of a group of people who don't like sports. They use fitness as an excuse, actually to make friends, or to find a reason to pass the time. The App also becomes a props for them to show off in social software. .
What they really want is the number of sports figures in the circle of friends and the WeChat friends who "like the good news." Their real sport is “sunâ€. At this time, the value of the sports app is: it provides a topic window and way to become an excellent scene for offline social.
The business path is missing
In fact, the development of sports apps "reproduces" the development track of PC Internet products. Free is their biggest weapon, and circle users are their biggest job.
However, it is this development path that has been verified in the PC Internet era.
First of all, they fell into the quagmire of homogenization competition. It seems that every product is being updated. Finally, everyone is focused on stepping and running. Everyone can provide GPS positioning, display motion roadmap, and time consuming. The most basic services such as calorie consumption. This shallow movement function not only makes users fall into difficult choices, but also does not strengthen their own uniqueness and establish competitive barriers.
Second, these sports apps are technically flawed. The results of media tests show that the data measured by these App and professional instruments are very different regardless of the calculation of the number of steps or the calculation of the heat. This has nothing to do with the algorithms of different sports products, the sensors used and the complexity factors of the human body, but it directly affects the user's trust and willingness to pay for the sports app.
Finally, domestic users are far less willing to pay for software than foreign countries, especially for sports tool apps and users.
Therefore, it is obviously difficult to find a direct use user to collect money, so that sports apps collectively fall into the dilemma of profit mode vacancies.
The Health Sports App should not be an "alarm clock" but a "helper"
The Xinhuanet Investor Education Base once divided the sports app into two major branches in one article: Fitness and Healthcare. “At present, more than 95% of sports type startups in China are in the Fitness branch line, which represents products such as RunKeeper, 咕咚, Keep, etc. Healthcare companies such as Xiaomi Sports, Samsung Health, Feel, Arugs, Fitbit, etc.†The research conclusion is:
1. In addition to the homogenization of the App in the entire Fitness field, the biggest problem is that there is no chemical reaction. Sports or sports, the Internet or the Internet.
2. Healthcare is Mobile Health 2.0, the biggest opportunity for Internet entrepreneurs.
In fact, the development of sports apps is mainly divided into two phases. The first phase is the "alarm clock mode", that is, the Fitness products. Due to the limitations of the sensors, they only use one type of sensor to record a single motion data. They do not make full use of the Internet to achieve integration with sports. Users must return to the offline experience movement. They have strong tool attributes, strong timeliness, and low frequency of use. They are alarm clocks, and they need to be fixed at a fixed time. After that, they are “discardedâ€. It is difficult to have emotional dependence.
In Bell's view, the future fitness app should grow into an "assistant mode" that meets these characteristics:
1, just need, high frequency, strong scene use;
2, the user base is extensive and can effectively interact;
3, broad connectivity and scalability and can condense non-time assets;
4, with LTV (Customer Lifetime Value), and the marginal cost of profit mode is 0;
For example, Samsung Health has developed the function of recording drinking water and thirsty coffee. After using the digital counting method, the user sets the daily drinking water target, and Samsung Health reminds the user to drink according to the user's drinking habits and goals. Feel is equivalent to an independent, centralized health planning assistant. The health needs of users, stovepipes, hunchbacks, smoking cessation and other health needs also encourage users to set up their own plans, and exercise is only a part of health. Qq health is also, relying on qq's huge user population to integrate stepping, running, cycling, mass, sleep, blood pressure, drinking water and other sports health data has become a powerful application.
This light UGC product model helps users develop their habits and achieve high frequency use by linking multiple low frequency requirements.
But now, there are still some problems with these products. For example, Feel can't actively discover the health habits of users and propose solutions. After QQ Health accesses too many applications, it focuses on the diversion and affects the user experience.
However, Healthcare, the “assistant mode†product, is still popular in international capital, which is the general direction of the industry.
Three suggestions
First, build "data force" to find support for products
Since the Fitness product model that only utilizes one type of sensor is very ugly to the user, it is necessary to create multi-dimensional data to give the app more value. This essentially creates a product competitiveness with “data powerâ€.
From the user's point of view, using the App (theoretically) is hopeful: First, supervise the effect of self-exercise, and secondly, the effect of strengthening the exercise. This requires the App to make good use of the data to accomplish these two missions.
At present, the network has opened up the data platform, allowing third-party hardware products to access and expanding the source of user data. However, their data is mainly used for cashing, for example, according to the user-uploaded sports data, to provide users with sports health-related products and services, such as recommending sports shoes and clothes.
Feel also regards data kernel driving and data-based decision making as its core competitiveness. Feel has now accessed 16 categories of healthy living and more than 42 kinds of data collection.
Dot-point sports also hope to collect data through smart wearable devices, and rely on the point-and-click sports software platform for data calculation and information storage maintenance, and analyze user data.
It’s just that they are all trying in the early days.
Second, create a "content force", for the sticky way
Exercise and fitness is a boring thing. Once the scene drive is lost, users can easily lose their self-control and the app will be slowly left out. How to create content that is interesting to drive users to open frequently becomes especially important.
At present, most of the industry uses punch cards to enhance the incentive experience. For example, after the user completes all the sports plans for a day, the user will automatically pop up a motivation card to complete the task. Just share it and share it in social software. This kind of simple and rude way is easy for users to get satisfied without taking screenshots or writing friends circle text.
Keep also sets punch, topic function and community in the vertical dimension of fitness, and mainly recommends local shaping training such as popular abdominal muscle tearer, hip training, five-dimensional abdominal training, and also launches Zou Shiming boxing. Courses, Zou Shiming battle skipping, and yoga classes, with a wealth of course content to enhance the stickiness.
In fact, in the development of fitness habits, because of the task challenges and social attributes, using KOL to do the demonstration effect is also a way, once the habit is initially developed or produces initial fitness effects, it is easy to produce deep stickiness.
In addition, communityization is also a way to improve the stickiness of content PGC+UGC. After exercise, you can see the other people's vomiting, self-defense, and co-existence after exercise. It is also a temptation to take a selfie from a beautiful guy.
Third, strengthen "connectivity" and find a way for profit
With good content stickiness and data mining, App and users have "connectivity", and there is a profitable imagination space, and this "connectivity" can achieve multidimensional connectivity. such as:
1, the connection with the hardware data side; millet movement, point sports, å’•å’š, Feel, music, Yue lap, Keep, FitStar, Fittime, citywide, PushUps, Squats, etc. Combined with hardware.
2, the connection with the service provider; such as the gym, personal trainers can use the App as their user management system, help their students to develop a fitness plan and collect feedback data from time to time, and urge their users to complete the plan.
3, the connection with the goods; this is the most likely to try, they are the entrance to the sports scene e-commerce, such as the introduction of the e-commerce function in the version of Keep3.0, from the initial mobile fitness tools to the mobile platform. It is only this e-commerce form that is relatively simple and does not form a unified plan.
4, the connection of advertising, once the App has a huge user volume and complex data dimensions, it has media value. Individual apps, including Feel, are already experimenting with ads that require precision.
Source: Tiger Sniff Network
Zhuhai Mingke Electronics Technology Co., Ltd , https://www.mingke-tech.com