I. Reasons for choosing competitors
In the sports and fitness market, compared to other products, these two products have good competitiveness, market share is also relatively high, although keep and hot fitness although the product content and positioning is similar, but the operation means are not the same, so it has a high value of analysis.
Second, the background analysis of competitors
1, basic information
2, competitor profile
keep is a commitment to provide fitness teaching, running, cycling, dating and fitness dietary guidance, equipment purchases, and other one-stop sports solutions APP.
Hot Fitness is a user's request to provide free scientific customized fitness programs, ultra-film video, and other fitness training programs. Fitness program, ultra-clear film and television video courses, real accompanying fitness guidance by coaches, comprehensive multi-dimensional data records of the user's training process and results of the APP.
3, product positioning
keep : mobile fitness trainer, focusing on the field of mobile sports.
Hot Fitness : Fitness coach in the pocket, fashionable and hot fitness community.
4, the user needs and pain points analysis
Keep
too busy to go to the gym, there is no equipment at home
gym there is no private tutor guidance, do not know how to safely and correctly start to work out
too many online strategies, do not know which one is reliable, and there is no effect after practicing
hottie
because of the fitness time, the fitness coach in the pocket, fashionable and hot fitness community
Keep : mobile fitness coach, focusing on mobile sports. p>
I don't want to spend a huge amount of money on a membership at a gym without being able to go there a few times because I'm not sure when I'll be working out.
Hoping to find an exercise program on a fitness app that fits my narrative and exercise base.
5, the market overview of the current situation and analysis
keep: August 13, the domestic mobile sports app Keep officially announced that the number of registered users exceeded 100 million mark, successfully promoted to the 100 million mobile Internet club echelon. Among the hundreds of domestic sports APPs, Keep is the first to break the 100 million users, becoming the largest sports social platform in China.
Hot Fitness : January 2016 - Launched Hot Fitness App "Let's Begin" brand slogan - January 2016 - The only winner of Tencent AppBao Star App of the Year "New Trend of the Year Award" 2016 March, 2016 - Designated fitness app by Asian Fitness Championships, with over 30 million registered users since its launch in February 2015, according to official data.
Third, the process of competitor analysis and product analysis
1, structural layer
Summary: , the two apps for the target user population is the same, the same main community.
2, scope layer :
Summary: ? Keep's product positioning is to create a closed loop fitness for the user, hope that the user in the mention of fitness, just open the keep can, without having to enable other apps to switch. In order to ensure the comprehensiveness of the fitness app, covering training, diet, information, social, mall several modules, and in the training aspect of the function is also designed to be more comprehensive, the training guidance range from small to large, by the action, the course, and the long-term plan *** with the same composition, but also includes the basic sports - running related records. Its product positioning determines the functional specifications, the scope is significantly larger than the hot fitness. The core of the product positioning of the hot fitness training tutorials, so its function is also centered on training courses, supplemented by fitness social circle to provide users with a platform for communication.
3, the structure of the layer
Summary: Keep and Spice Fitness training and participate in the course row on the home page, highlighting the functionality of the software itself. On the add course page, only Keep categorizes the courses and sets the option to filter courses. Hot Fitness, on the other hand, indicates in the course profile is the nature of the course. The significance of marking a single program and training plan is that it allows users to quickly find the right course for them and reduce the operation. Let fitness buffs follow the training program to achieve better results. Fitness professionals can be free to combine the single program to train.
4, frame layer
keep : The bottom of the Tab-style navigation, *** four tabs: sports, discovery, community and I, the user can switch pages at will, the top navigation is divided into six tabs, respectively, training, running, yoga, walking, cycling, Kit, the upper right corner of the search function. The first layer of training is the personal training record, which is intuitive and clear. The second layer is the training program, which is added by the user. If no course is selected, the page presents courses recommended by personal information, and users can directly browse and choose to participate or not. This is a good presentation for users whose purpose is not very clear.
Hot Fitness : Tab navigation at the bottom, *** four tabs: training, discovery, pleasant view and my, users can switch pages at will, the top left is the data center, you can view the last 7 days of exercise consumption data, the upper right corner is the search function. Down is the tab navigation, respectively, training program, free training, outdoor running, and on the right is today's steps. Further down is to make a plan, view the history of the plan.
Summary: In terms of navigation keep and hot fitness are relatively clear, the focus is still on the establishment and implementation of the training program, in line with the user's expectations of the app.
5, the performance layer
keep visual design on the whole is relatively fresh and elegant, clear classification, giving people a more input feeling to the green color of this healthy color as the main hue, somewhat similar to the feeling of foreign APP. With a beautiful picture as a background, add a mask, written on the top to express the theme of the text, giving people a concise atmospheric feeling, while the operation of the prompt is still quite in place.
Hot Fitness With a red color theme, it gives a feeling of enthusiasm and full of energy. There is a unified style and a lot of personalization with a strong sense of technology.
Summary : These are two apps with similar functions and positioning. firstly, during the experience, there are no intolerable bugs in both apps. secondly, both apps satisfy the most basic needs of users.
Fourth, the summary of the analysis of competing products
1, the product overview and summary
keep: from all aspects of the analysis, keep occupies a larger share of the market, the user group is more, at the same time, the user experience is also better than the hot fitness. Comprehensive features, friendly interaction, user-centered, give users a certain degree of autonomy, guidance, guidance, to meet the user's mobile fitness app requirements. However, there is still room for improvement in information design and interaction details, and the profit model can be further expanded.
Hot Fitness : The core function is more complete, fitness-related information also takes into account the needs of newbies, especially the introduction of newbies must-see content, while the classification is clear, the interface design is simple, clear, and the logic of the information design is also relatively clear, but the interaction design gap with keep, and there is a lack of profitability model.
2, the product's core function summary
keep: the current user base is large, for the crowd type is more rich, so the training courses provided by the need to be more comprehensive, diversified, so that it can be used in a variety of different fitness levels and goals of the crowd. Therefore, in the training function to spend more thought, and its training program function is also designed to be more intelligent, free, for fitness level up to provide customized training programs. The training movements are also more comprehensive.
Hot Fitness : The fitness program offerings are similar to Keep's, more comprehensive and clearly categorized. But the setting of the training program is a little rough compared to keep, just a one-sided simple and rough to provide six types of fitness programs, which may result in a poor match with the user, thus losing the significance of the development of the training program. At the same time, hot fitness does not provide additional individual action library, which may be related to his product positioning, only to the user with a planned and organized course training.
Overall: Social Circle has now developed into a basic core function of the app, and has become one of the necessary features to increase user stickiness.
3. Summary of the main features of the product
keep : You can see all the fitness information in the selected topic column, classify articles with diverse topics, and have articles pushed in the banner part of each page of the discovery, which increases the possibility of the user to view the fitness information.
Hot Fitness : Featured reading in the center of the discovery with newbie must-see, diet and nutrition, fitness Q&A, and hot stories to give users who are just starting out the basics of fitness and to inspire them with other people's stories. Push fitness-related information in multiple formats, including articles and videos, and provide categorized browsing so users can quickly find content in the category they need to view.
4, the advantages and disadvantages of the product
keep : Advantages: in the teaching process, for the movement does not understand, there can be an entrance to view the detailed movement disassembly
Disadvantages: in the training pause and then continue, there is no middle of the countdown transition, the need for users to be ready for the movement before clicking to continue, otherwise it may be a handful of things.
Hot Body Fitness : Pros: categorizes workouts by training machine, workout area, and difficulty;
Cons: Users need to filter three times to get the plan they need, which is a bit cumbersome.
5, the product of the reference point:
Keep: the diet and the mall combined, not only the launch of recipes, but also with the relevant business partners to launch related recipes or healthy diet takeaway service.
Hot Body Fitness: expand its featured function weekly Q&A, combining paid Q&A with Q&A session, so that users can pay to ask questions, answered by experienced users, i.e., increase the interactivity between users, incentivize users to share with each other, and solve the simple Q&A, and at the same time, can increase the profitability of the app.