There are some essential differences between the operation of fitness clubs and other industries. Operators of fitness clubs can adopt targeted business strategies according to the characteristics of the industry:
1, Fitness Demand Elasticity and Market Scale Expansion
Although various health organizations and relevant government departments have clearly defined "health" and "scientific fitness", most people's understanding of "health" and "scientific fitness" is still very vague. Moreover, the demand for health is not urgent, and it is often when the body is already in an unhealthy state that it realizes its importance.
Fitness consumption is different from rigid consumption such as food, clothing, housing and transportation, and its demand elasticity is very large. In addition, China people's awareness of fitness consumption is not strong, and the proportion of people joining fitness clubs is very low (about 4% of the urban population).
Therefore, fitness club operators should use various means to attract consumers, increase the proportion of fitness population to the total population, and expand the market scale.
2. Low marginal cost and increasing the number of members
Marginal cost refers to the increment of total cost per unit of newly produced products (or purchased products). The marginal cost of a fitness club is the incremental cost of each new member. The main cost of fitness club is one-time fixed expenditure (such as rent, equipment, labor costs, etc.). ) is not affected by the number of members. Variable costs (such as water charges) affected by the number of members account for a very low proportion in the total cost, so the marginal cost of health club operation is very low.
There is a basic rule in the operation of low marginal cost enterprises, which is to find ways to improve the attendance rate (such as cinemas, airlines, hotels, etc.). ). Fitness clubs are no exception. Under the premise of not affecting the consumption experience of existing customers, try to attract more members to join, so as to ensure higher operating profits.
Therefore, the basic market strategy that fitness clubs can adopt in their own target market is to "lower the entry threshold without vicious price reduction". Under the guidance of this strategy, hoarding goods and gambling money are very good marketing methods, which can inspire and guide people to participate in fitness activities more actively in this positive way.