As a sports technology company, Keep aims to establish a closed loop of sports ecology for fitness groups. In just 5 years, the D round of financing was completed, and the number of users reached 170 million. Become a leader in the fitness tech industry. What is the unusual path of such a rapid development of keep? This article will deeply analyze the growth process of keep, and analyze how keep will deepen its fitness ecology in the second half of the decline of Internet dividends behind the rapid rise? This article will analyze the following aspects: Functional framework and core function flowchart Market analysis user analysis Functional analysis and optimization suggestions Summarize 1. Functional framework and usage process 1.1 Functional Framework Diagram 1.2
Flow chart of core function usage Course search path map (take the search for non-paid courses from the exploration portal as an example): Shopping path map of the mall (taking the purchase of items from the entrance of the sports mall as an example): Flow chart phone number list of exercise data recording (taking running as an example): 2. Market analysis 2.1 Analysis of Online Fitness Market According to relevant research, when per capita GDP reaches 5,000 US dollars, sports consumption should account for a considerable proportion. At present, China's per capita GDP exceeds 8,000 US dollars, and the per capita sports consumption expenditure is still very limited. It can be seen from Figure 2-1 that the penetration rate of fitness population in China is less than 1%,
compared with 3.3% in Japan and 7.3% in South Korea, there are several times the gap. Based on China's population base, every 1% increase is a huge incremental market. Figure 2-1 According to data from statista.com: In 2018, the fitness penetration rate in the United States was 27.81%, while the data in my country was less than 1%. According to the above data, it can be seen that my country's fitness market still has huge space. With today's high development of the Internet, users' fitness needs can no longer be met by offline gyms with a single scene, a single service, and a single equipment. Therefore, keep as an online fitness community product still has a huge market stock in the market. Some data show that in 2018, the revenue of keep’s content monetization is about