Many people think that the reason why the physical fitness of 20 17 children has increased is that the sports industry has been paid more and more attention. In fact, the sports industry itself is a behemoth, and the sports training department doesn't even have the proportion of children's physical fitness. So, don't think too much. When the industry is up, everyone can eat. The real physical fitness program for children has been accepted by more and more parents and children. The root cause is the rise of the middle class and the upgrading of consumption. Looking back, parents born after 1985 and 1990 have become the backbone of the training industry. Secondly, there is a gap in the stage of children's sports training products, which gives children the opportunity to become products to fill the gap in the market. Children aged 0-3 are basically in the early education format, and most children over 65,438+00 will choose special sports skills, so the sports options for children aged 3-8 are relatively limited. Especially now, the sports development models at home and abroad point out that early professional training for children is not conducive to the all-round development of children's sports skills and physical fitness, and it will accumulate the risk of injury due to excessive use of sports systems. You will find that many parents feel the same way. Only after watching children's sports events and experiencing them will you find that this is the course suitable for children's enlightenment!
Of course, today's children's physique is a bit like "the blind touch the elephant." Some people say that this course is running and jumping, some people say that it is the physical intelligence of children, and some even say that happy gymnastics is the physical quality of children. In fact, these understandings are all wrong. If you really understand the concepts of children and physical fitness, then everyone will have a Hamlet in their hearts. What did the parents see? What does the coach teach? Is your curriculum concept comprehensive and practical enough? Can you turn your professional knowledge into products?
Compared with special sports skills training, children's sports events have one of the biggest shortcomings: parents' lack of awareness and unclear product labels. Parents report basketball to their children-the label is that they can grow taller and dance-the label is good temperament, taekwondo-the label is that they can swim without being bullied-and the label is survival skills. Customer's demand will follow Maslow's pyramid demand theory. On the contrary, those needs related to survival and eating and drinking Lazarus are often just needed, so swimming is the most needed. Every child can learn to swim, boys can basically learn basketball and taekwondo, and girls can basically learn to dance. So what is the label of children's physique? I remember that we initiated a similar discussion on May 1 day, which mainly included three aspects: the foundation-the foundation of all sports, the cornerstone-the cornerstone of children's healthy growth, and the all-round development of the curriculum.
In fact, from the label, the customer base of children's physique is destined to be the docking product of advanced families, and our target customers themselves are positioning high-end customer groups, so whether you agree or not, our customer base is destined to be the dish of middle-class families. In other words, it will take longer for dual-income families and well-off families to choose our products.
Back to the topic of "customer recognition", our customer is called double experience, and the course must be enjoyed by children. This is a prerequisite. With this premise, parents recognize the curriculum concept and the professionalism of the coach. Other factors that are usually considered are that the venue will not be too far away from home (time cost); In addition, from the feedback of students who have started their own businesses, the design style and decoration cost of the venue are a major reason why parents finally place orders.
A good children's gym design will not only improve the efficiency of parents' cognitive courses, but also bring the desire of being single; On the contrary, many entrepreneurs, in order to save costs, have a simple layout and seem to save money. In fact, they confuse the concept of project labels and courses, which greatly reduces the user experience. Remember, who is our customer base?
The problem of site selection has been discussed before. In the final analysis, the survival of training products depends on the incoming flow and conversion rate, and the fundamental growth is customer precipitation and stickiness. These eight elements need to be considered by children's fitness entrepreneurs who want to open a museum. Like the national adult fitness coach, if you just teach, then 80% of people will close the store within one year.
Running a project depends more on team and strategy, and there will be many difficulties, but the team can greatly shorten the trial and error period, and the strategy can find the most stable method for me. For example, can children's fitness centers be pre-sold like adult fitness? The answer is the same pattern, different time. If we invite high-quality A-level customers into the children's sports center before it is fully formed, it is a strategic mistake, because they will be lost, and we will think about the reasons ourselves; The flow formulation on the opening day was actually completed half a month and a month ago. At present, as long as the method is proper and the strategy is correct, the success rate is still relatively high!
Thirdly, the customer experience, the more advanced the consumption, the higher the requirements for hardware space. So you have to be a children's sports hall, and parents and children will recognize the pure children's sports hall from the perspective of venue layout; From the professional and interesting point of view, parents and children also recognize the pure children's sports hall. Take drinking coffee as an example. Western restaurants can also order coffee, Starbucks can also order coffee. Where would you choose to go? Most people will choose Starbucks because you are more focused and the environment is more suitable in others' impression. So is the child's physique!
What is the core thing of children's sports hall? The early stage is related to site selection, site decoration and marketing. Later, it must be the coach and course of the venue. We often say that fancy things can reach 3-5 grades. After the sixth class, if there is still no dry goods (advanced courses, phased evaluation, etc. ), then you must have not done it for a long time, and the core things are gone. The faster the marketing, the greater the chance of failure.
Back to the child's point of view, the family is guided by the child's needs, and the child's first impression is fun. In our traditional sports training industry, many coaches are making great efforts to obliterate children's playful nature.
In fact, the needs of children and parents are quite simple, fun and effective!
In fact, our opening is also very simple. We only need 200-300 children in a venue, look at the demand from the user's point of view, and then try to meet the demand!