After listening to Assistant Xin’s explanation, Pei Qian was even happier.
Sure enough, I knew that entering the fitness industry was a promising decision!
With so many successful experiences from failed gyms, all combined, why worry about failure?
Pei Qian nodded: "Well, I'll think about it again."
"By the way, are there any newly opened gyms nearby? Or ready-made venues, buy some equipment Can it be put into use directly? Go look for it and buy it directly with some money to save time on decoration."
Pei Qian is considering opening the first gym as soon as possible to see how it goes. .
If everything goes well, then seize the time to open a few more, and you can save some money during this cycle.
If you accidentally make money, you can stop the loss in time and think of other ways.
Assistant Xin thought for a moment: "I know a few of the high-end gyms nearby, but they are not necessarily willing to transfer them. I will ask someone to ask."
After Assistant Xin left , Pei Qian began to think about the specific plans for his gym.
According to the contents of this investigation report, integrate the "gym failure experience" summarized by Assistant Xin, digest and absorb as much as possible, and integrate the characteristics of all failed gyms into one!
Pei Qian knows very well that now the Tengda Group is getting bigger and bigger, with abundant funds, and its purpose is to lose money, so no matter which industry it enters, it will definitely invest a lot.
The large initial investment increases revenue pressure, but it also makes it easier to attract customers, especially high-asset high-quality customers.
Losing money is becoming more and more difficult.
So, if you want to lose money, you must have a correct attitude and not just muddle along!
You cannot think, "Others can lose money by doing this, so I can also lose money." If you really think like this, you will probably make the mistake of dogmatism.
According to the analysis of the report, the fundamental reason why many gyms do not make money is that the investment in the gym itself is relatively large, whether it is venue, equipment, labor or other expenses, it is not a small amount.
If in some developed countries, people generally have fitness habits, then you can get good benefits just by selling membership cards, which creates a virtuous circle.
But in China, due to the level of economic development and public attitudes, most people do not have fitness habits, and they are not willing to spend more money. It is difficult to make money just by selling memberships, so you must sell them privately. teach.
This idea is the same as that of domestic krypton gold online games. First, use low prices to attract as many people as possible to the gym, and then select the fatter leeks.
To put it bluntly, there are three types of people in the gym:
The novices who got a fitness card in a fit of enthusiasm, but stopped coming after three minutes of being overheated;
People who are not short of money want to be in good health but are afraid of being overheated in three minutes, so they take private lessons and let the personal trainer supervise them;
A boss who can persevere on his own.
The first two types of people are liked by the gym, but it is the third type of people who can really avoid being ignored by the gym.
It’s just that there are too few people in the third category.
The gym mainly earns membership card money for the first type of people and money for personal training lessons for the second type of people. The poor and the rich work together.
So Pei Qian thought about it and decided to do the opposite.
Still the same idea as before, to increase expenditure and reduce resources, on the one hand, to increase daily expenses as much as possible, on the other hand, to narrow down one's target user group as much as possible, so as to make less money.
First of all, Xiaobai doesn’t earn a penny more!
Other gyms sell half-year membership cards and annual membership cards, and the longer they are, the more discounts they get. They take advantage of the hot-headedness of novices and use discounts to encourage them to apply for long-term membership cards.
But these novices often cannot persist. The longer they take, the more they lose.
Pei Qian decided to make the price accurate to the sky!
Other gyms sell memberships for half a year or a year, and they will count whether you come or not. However, the gym that Pei Qian wants to open will deduct fees if you come today, and no fees will be deducted if you don’t come.
It is absolutely impossible to refund the card at other gyms. You can only find a transfer man to transfer the card, which is also very troublesome. However, the gym that Pei Qian wants to open can refund the balance on the account at any time.
In this way, even if Xiaobai is impulsive, he will not be able to give more money to the gym!
Secondly, rich people don’t earn a penny more!
Other gyms are crazy about selling personal training classes to provide better services to high-net-worth users and obtain greater profits.
Pei Qian decided not to sell any private lessons at all.
All coaches have the same benefits and salary, and do not earn commission.
The coaches are on call at all times just like the network administrators. If customers have questions, they will go up to answer them. If they see customers making mistakes, they will remind them. They should never talk too much, let alone promote any courses.
Want to find an exclusive personal trainer? Want to pay for private lessons?
Sorry, we don’t have that kind of one-to-one service.
The more Pei Qian thought about it, the more satisfied he became.
This plan shuts out most customers’ money.
Xiaobai was first dissuaded by the high price. Even if he applies for a card on a whim, the remaining balance can be refunded at will;
Those who are rich want to find a personal trainer one-on-one Tutoring is not provided here;
If you really understand fitness, as long as you have the equipment to practice, you will definitely choose cheaper gyms. There is no need to spend a lot of extra money to come here. .
The only people who are interested in this model are those who are slightly affluent and want to keep fit but don’t want to be cheated by personal trainers.
However, since my country's current economic development level has not reached that level, and Jingzhou is a less developed second-tier city, the number of this group of people is very small, and it is unlikely that the gym will be profitable.
As a result, the gym will be in a state of pure loss, and the more it opens, the more it will lose!
Of course, the system is not that easy to fool.
The system requirement is that the industry must have the theoretical possibility of profit. If it can earn a lot of reputation, the profit requirement can be reduced to a certain extent.
Pei Qian provides a better fitness environment, so naturally he has to set a higher price.
After thinking about it, Pei Qian decided to set the price much higher than the lowest price allowed by the system.
Because pricing is based on the lowest price allowed by the system, it is likely to leave a conscience impression on players, resulting in small profits but quick turnover.
If you continue to increase the price to a level that is unbearable for most ordinary people, you can directly dissuade the target group from the price!
At present, the annual gym membership card in Jingzhou costs about 2,000 yuan, and Tengda employees all apply for it.
And this is a relatively high-end gym, cheaper ones, even less than a thousand yuan.
According to the mid-to-high-end standard of 2,000 yuan for an annual card, it’s about more than five yuan a day.
But it is obviously impossible to go to the gym every day. Most people will be fine if they go to the gym twice a week.
Based on this frequency, the real daily price is about 20 yuan/day.
The more you go, the more you earn.
Since Pei Qian decided to use better equipment, create a better environment, hire better coaches, and further dissuade consumers with price, the daily price will be set at 40 yuan!
Considering that personal training that requires money to enjoy in other gyms can also be enjoyed for free here, you still have to pay extra.
Of course, in other places’ private training classes, the personal training is one-to-one, but the personal training in this gym is one-to-many. If you see whoever doesn’t understand, you can teach anyone, and the pricing will definitely not be the same. Maybe that high.
Pei Qian thought about it and raised the price to 50 yuan each time!
This price should be able to dissuade most people from buying it, right?
After calculation, if you go to the gym twice a week, it will cost 400 yuan a month and 4,800 yuan a year.
If you go to the extreme and go to the gym four times a week, the price will double, to 9,600 yuan a year.
For the local consumption level in Jingzhou in 2011, this is already very outrageous.
Compared with other gym prices, this should be a quite unaffordable number.
"Hmm...it still seems not enough."
"Is this the only way I can go to lose money?"
"Think again "
Pei Qian feels that the current setting is indeed the opposite of those profitable gyms, and there is a certain chance of failure, but it is still unstable.
In case some people think that this gym is conscience, for the purpose of experience, what if I apply for a membership card and use it as a "secondary card"?
What if a fitness expert comes to Jingzhou temporarily and doesn’t want to apply for a long-term fitness card, but wants to apply for a short-term one?
If there are enough people who come once in a while, and the daily flow of people is guaranteed, it seems that you will still make money...
So, we have to think of ways to bring these on-demand experiences People should try their best to persuade them to retreat!
It will definitely not work to force you to apply for a long-term card, because it goes against the previous rules, so you have to find other ways.
Pei Qian thought about it and decided to implement a "check-in system" and use a special method to achieve this effect of persuading people to quit!
When registering as a member, different training plans can be developed based on each person's physical fitness, work and living conditions.
For example, it is required that you must come to practice three times or more per week, you must eat according to the prescribed content, and you can only eat healthy meals launched by Moyu takeout, and this is enforced.
In this way, consumers not only have to pay for gym use, but also for healthy meals, and it is mandatory!
Even fewer people are willing to spend so much money!
If you fail to complete the check-in goal, you will be punished. You will be warned first, then refunded, and then you will not be able to register again for a period of time.
As a result, those "experience parties" who wanted to practice once in a while were also kicked out, which also reduced a large amount of income.
Well, perfect!
After much consideration, Pei Qian finally finalized the specific rules of the gym:
After becoming a member, you can recharge as much as you like without any discount.
Conduct a physical test as soon as possible and formulate a training plan, including how many times a week to go to the gym, what training items, and what to eat. All content is formulated after consultation with the customer. Once formulated, it becomes mandatory , must be followed.
To sum up, the cost of each visit to the gym is 50 yuan. The purchase of healthy meals from Moyu takeout is compulsory, and the price is calculated separately. The takeout order system and the gym's APP data are interconnected.
Of course, you will still have to make a loss if you take out the food. Healthy meals will only be priced at cost, but this kind of forced purchase itself is very discouraging for consumers.
It not only loses money but also raises barriers for customers, which is the best of both worlds.
If you don’t eat healthy meals or don’t go to the gym often enough every week, you will be interviewed. You will be warned twice for the first time, and you will receive a direct refund for the third time, and you will not be accepted again within a month.
Of course, if you correct it immediately after the first warning, then the warning can be eliminated after two weeks.
Pei Qian thought for a while and decided to name this gym "Hosted Fitness".
The superficial meaning is that just leave your body here!
The actual meaning is that after the hosting, the mentally retarded AI will fight out four 2s and two kings!
In such a crazy gym, only rich people are willing to come, right?
But JingzhouThere are not many rich people, and the real rich people go to the gym to find personal trainers. Managed fitness does not seem to have any obvious competitiveness.
When the time comes to open a lot of stores that no one cares about, we can use them all to provide employee benefits, which is really a blessing!
Of course, Pei Qian also thought of some other methods, such as giving discounts if he succeeded in losing weight, but after careful consideration, he rejected them all.
Although these operations may seem to bring money, they also seem to make users full of motivation and spontaneous publicity, which can easily have the opposite effect.
So, after careful consideration, Pei Qian decided to give up these seemingly beautiful operations and play it safe.
After all, losing money is about steady flow.
Then, Pei Qian briefly considered the equipment in the gym.
All fitness equipment must be of the highest quality.
Every piece of aerobic exercise equipment, including treadmills, elliptical machines, etc., is equipped with a small TV in front, so you can adjust it yourself if you want to watch it.
The showers, changing rooms, rest rooms, etc. are all set up to the highest standards. Anyway, it costs a lot of money. All kinds of high-end shampoos, shower gels, hair dryers, etc. are also provided. .
Moreover, you need to prepare a bracelet in the gym. You wear the bracelet when you enter the gym. When you come out, you take off the bracelet to upload exercise data. Only when the amount of exercise reaches the standard is the clock in completed.
......
After everything was finalized, Pei Qian looked at the plan and nodded with satisfaction.
Strive to make this gym an exclusive gym for Tenda employees so that no one else is interested in it!
The gym loses money on a daily basis, and it also loses money on providing benefits to employees, which makes it twice as happy.
At that time, a fitness plan will be formulated for all Tengda employees so that they will be tired of exercise and unmotivated from work. At the same time, Mr. Pei will happily lose money, the best of both worlds!