With the development of the domestic economy, fitness has changed from a high-threshold activity to a more daily way of exercising, and even one of the entertainment items.
According to statistics, the fitness market size will reach 377.1 billion yuan in 2021, and it is expected that the market size will exceed 500 billion yuan in 2023.
However, in today's strong demand for fitness, there are also many industry chaos, such as overselling, charging cards and running away, etc., which seriously damage consumers' trust in the brand.
In this context, Super Gorilla has become a fitness brand that subverts everyone's perception. No sales, no annual card, pay-per-use. Coupled with its successful private domain traffic operation, it has now become one of the unicorns in the fitness track.
Then sit onMillions of paid members, with a repurchase rate of up to 60%.How did the super orangutan achieve performance growth through the private domain?Below, I will disassemble its private domain operation for you.
The table of contents of this article is as follows:
1. Case background2. Dismantling of traffic channels1. Brand profile3. Dismantling of private domain IP
4. Dismantling of community operations
5. Dismantling of the membership system
Founded in 2014, Super Gorilla is committed to creating a healthy lifestyle, offering retail-based fitness classes through the Urban Sports Showcase and connecting the city's diverse sports community.
At present, it has covered 9 major cities including Beijing, Shanghai, Shenzhen and Hangzhou. In 2021, it was selected into the "2021 China New Economy Quasi-Unicorn Enterprise List" released by iiMedia Gold List.
2. Market size
Data show that the market size of China's gym industry has been growing in recent years, and the market size of China's gym industry in 2020 is 336.2 billion yuan, and it is expected that the market size of China's gym industry will reach in 2025507.1 billion yuan
3. User portraits
In terms of the ratio of men and women, gymsFemale consumers are the majority, accounting for 618%。
In terms of age, consumers aged 31-40 accounted for 446%, followed by consumers aged 22-30 with 295%。
In terms of income, 851% of gym consumers earn more than 5,000 yuanThe proportion of middle- and high-income groups is relatively high.
Super Gorilla was established"**Mini Program + Enterprise Micro + Community".and other channels as the core of the private domain matrix, and with the help of the current popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc., to achieve the drainage and transformation of public and private domains and help brands expand their voice.
1. Private domain platform
AttentionSuper orangutanAfter that, the welcome speech introduces the brand features, welfare activities and comes with a jump link. After the user clicks on the link, they can scan the QR code to add a brand welfare officer.
Specific path: automatic welcome message - add course selection assistant - scan the code to add Qiwei - invite to join the group.
2) Mini Programs
Enter the Mini ProgramSuper orangutan, you can find the contact points of super orangutan enterprise micro drainage.
Specific path: Mini Program [Super Orangutan] -- Newcomer Gift Pack -- Scan the code to add Qiwei.
2. Public domain platform
1) ** No
* No. [Super Orangutan Fitness], mainly based on brand promotion, product introduction, etc., home page settingMini programsThe contact point of drainage, the user can jump to the private domain by clicking.
2) Tik Tok
Super orangutans are available on Tik Tok56.9w fans, 253 likes4w。The content of the account is mainly based on course introduction, event promotion, and live broadcast promotion.
Set the store, fan group and **recommended drainage path on the home page, and click to jump to the corresponding page.
3) Little Red Book
Super Orangutan has an account on Xiaohongshu14.4wFans, likes and favorites37.5w
The account is mainly for new product promotion and brand activities, and tweets will set up **activities, increase the degree of content, attract users to pay attention to the course, and generate purchases.
4) Weibo
Super orangutans are available on Weibo10.6wFans, retweet comments7.5w。Weibo will share content such as prize interaction, event promotion, course introduction, etc.
Set the contact point of the fan group on the homepage, and users can apply to enter after following the account and becoming a fan of the account.
Super Orangutan has refined the customer service WeChat, and the brand IP is positioned as a welfare officer.
Let's take the enterprise IP I added as an example to break down it in detail.
1. People set the position
Nickname: Super small ape.
Avatar: mascot avatar.
Role positioning: Brand Welfare Officer.
2. Automatic welcome message
After adding WeChat, WeChat's message will automatically reply. The account will notify users of the latest brand activities from time to time.
3. Circle of friends content
Content frequency: Not fixed.
Released: Usually 3 p.m.
Moments content: Mainly for brand promotion, course promotion, etc.
Community is the most effective and common scenario in the private domain to promote activity, and Super Orangutan increases the ** and conversion of products through the operation of the community. Let's break it down in detail:
1. Community positioning
Group Nickname:supermonkey@ Hangzhou Joy City all-round store.
Group Targeting:Fitness group, welfare group.
Community Values:Courses**, welfare activities.
2. Welcome words and group announcements for the community
Possibly to reduce disruption, the Super Orangutan community doesn't have an automatic welcome message. However, you can see how the brand participates in the recent welfare activities for the first time through the group announcement, inform the benefits and stimulate the purchase.
3. Community content
Unlike the community of FMCG brands, the "marketing" attribute of the super orangutan community is not so strong. Almost every day, the coach will post the essence of the day's class in the group**. Through user word-of-mouth, soft attraction of new users to place orders.
However, on the whole, there is less community content, no interactive games, and user activity is average.
Super Orangutan has established a corresponding membership system in the mini program and e-commerce platformGrowth member + points systemMainly, the following disassembles the Mini Program membership system.
1. Growing members
Super Orangutan has established a complete growth membership system, which divides members into 5 levels:New Aese, Silver Orangutan, Gold Agutan, Platinum, Diamond, the higher the level, the higher the rights and interests enjoyed.
Taking the Diamond level as an example, users need to accumulate 30,000 growth points to upgrade to this level. You can enjoy multiple discounts such as advanced training rewards, 89 yuan birthday exclusive gift certificates, orangutan exploration class reservation permission, and worry-free class changes.
2. Points system
Different from general brands, Super Gorilla actually integrates the gameplay of points into the membership system. Members can get a banana for each subsequent lesson, which is equivalent to production points.
When there are 8 bananas in total, they can be exchanged for coupons, which is equivalent to consuming points. Therefore, the gameplay of points has also been used in the operation of Super Orangutan, which is theoretically very helpful for users' repurchases.
In addition, Super Gorilla has also launched a medal system, where members can earn medals by accumulating classes.
Finally, let's summarize the highlights and shortcomings of Super Orangutan in private domain operation:
1) Omni-channel private domain drainage:Super Gorilla operates the private domain in all channels, and has set up a wealth of contact points to facilitate fans to enter the private domain from the public domain and attract traffic to the community, WeChat Work and other channels.
Enterprise IP building is weak: The frequency of updates in the circle of friends is unstable, obviously there is not much time spent on operation, and the customer acquisition method mainly relies on the old and the new and fission to do word-of-mouth communication, and the customer acquisition method is relatively simple.
3) The membership system needs to be improvedAt present, the membership system of Super Orangutan is relatively simple, mainly based on consumption to obtain points and exchange points for gifts, and lacks more ways and ways to attract users to continue to consume.
Finish.I am a senior digital marketing expert in @晏涛三寿, the author of "Super User Growth", pay attention to the official account of "Yan Tao Sanshou", let's gain insight into the essence of marketing together!