Suitable for sharing four things:? High cost of ownership, low cost of use? Just need, high frequency? Relatively standardized demand? Good liquidity
People in Shanghai Fairview Park recently discovered a sudden new addition to their doorsteps: an orange container with treadmills, spinning wheels, two-legged arms, a Smith frame, a dumbbell set, a yoga mat, and a yoga ball, all at the same time Accommodate 5 people to enter.
This is a new product sharing economy - shared fitness capsule.Nowadays, the Wolverhampton motorcycles and ofo small yellow car burn wars is not over, many shared bicycle brand has been closed, and share charging treasure, sharing a sleeping compartment, sharing an umbrella, Shared basketball is not yet fashionable and controversial, the emergence of shared fitness capsule can not help thinking: what is the business logic behind the shared economy, and what are the core competitive barriers?
Capital has always been the booster for sharing economy, and cycling and office were once the favorite items on the market, and from April this year, the shared fitness capsule started to appear on the market and also gained the attention of the capital market.
At present, there are more than 20 shared fitness capsule projects on the market, but not many products are available on the actual capsule body. According to the statistics of publicly-disclosed financing information, in the shortest half-year period, Access to more than 150 million yuan of investment, there is no shortage of gold main 'national team' such as the National SME Development Fund, as well as Jingwei Venture Capital, Panda Capital, Sino-British capital and other well-known investment institutions.
From straightforward point to derivative characteristics
The use of user fragmentation time, as close as possible to the community close to create a comfortable and safe environment for the fitness class on the market in the design of the common emphasis on the point, for example, give up the card mode in the previous year, sweep the code to open the door pay-as-you-go, with Air conditioning and PM2.5 fresh air purification system.
These designs are also based on the long-standing two pain points of the traditional gym.First, the financial threshold, the traditional gymnastics card, monthly card binding, ranging from a few hundred dollars, as many as thousands, large consumer input.Secondly, in addition to In addition to economic costs, in terms of convenience, consumers also consider the time cost of fitness and decision-making costs.
It looks like all other forms of shared economy are the pain points of the traditional model.
Shared bicycles solve the last mile of travel problems, short-term rental housing for the conditions of the accommodation is not high, highly price-sensitive users.However, the development of shared economy in China has its own entry point slowly. Of the accommodation converted into personalized needs to meet directly become a hotel contender while the shared office is time-sharing rental office gradually returned to the direction of property management and other diversified development.
Shared fitness capsule at the beginning of the rise has been implied in the same choice of two different directions.
In fitness exercise point, companies are invariably choose the community for the cut into the scene.The assessment of the dimensions include the number of occupants and the number of households, the actual site area and the community crowd portrait. 'More will choose more than 1000 residential or youth apartment , And large property management and real estate companies signed a strategic contract to enter the community. 'Park box co-founder and CEO Huang Xiaolei told reporters.
At present, there are more than 10 brands in the shared exercise cabin on the market, which are mainly divided into two modes: a similar MiniKTV, only 4 to 6 square meters, can only accommodate 1 person to enter, usually only place a treadmill, the main Camp run sports, 'seek run', 'shaking it' for the typical representative of such fitness cabin business.
The other will be the launch of different sizes of fitness capsule combination of 'Park Box', for example, its products are divided into three kinds, respectively, can carry 2 people, 4 to 5 people, the corresponding area of 8 square meters, 18 Square meters and 28 square meters, all boxes will be equipped with treadmills, dumbbell set and exercise area with intelligent coaching equipment as the core.
The difference between the different modes of logic, the essence is not the same understanding of user needs in Huang Xiaolei view, the first model is essentially doing 'shared gym', this model initial investment, back to the long cycle, the scale of the long expansion More importantly, most people think that fitness is a boring and anti-human thing, and that there is a need to enhance social attributes to cultivate user habits and increase product stickiness.
A large number of user needs are not met
As a new thing, sharing a fitness cabin or attracted a lot of users to taste the early adopters, but after the user's loyalty, sharing the vitality of fitness class exactly how long?
'We are more concerned about whether the user's needs have been met, or whether the user's needs have been met by other channels.Although all are shared, but different types of things is not the same.' 'Panda Capital Partners Liang Wei Hong Told First Financial
Panda Capital has gained a reputation in the investment community thanks to its shared bicycle star project, as well as investments in 'Bump Car Rental' in the field of shared travel as well as projects such as sharing plant capacity and sharing vegetable land, etc. Based on previous investment experience, Panda Capital sums up the four criteria for what's shared.
'The first is the holding cost is high, the use of low cost, the second is just needed, high frequency, the third is the relative standardization of demand, the fourth is liquidity.' Leung Wai-hung told First Financial, 'From this standard point of view, sharing The bike is fully compliant, and the first thing that may happen when sharing a charged treasure is inappropriate, and its cost of ownership is too low.
In the field of fitness, Leung Wah Hong believes that although there are other channels to meet user needs, such as Wellshi such a traditional gym, or a variety of studio small fitness studio, but there are still a large number of consumer fitness Needs to be met, while sharing a fitness cabin is an important complement to the current fitness mode, it is more close to consumers, cheaper prices, lower barriers.
However, there are also significant differences between shared bicycle and shared fitness program.Liang Weihong thinks the fitness cabin is limited, after all, is in the district or park, will not be like the shared bicycle in the entire market a lot of release and the bicycle is completely mobile State, so its requirements on the amount or the subsidy is very high.
Leung Wai-hong said: 'Sharing a fitness capsule is a threshold, a cell will not put too much of the cabin. Looks like many competitors, but after entering the district, there is not much competition.'
A battle of speed and scale
This also makes sharing a fitness cabin a new battleground siege.
Huang Xiaolei revealed to CBU that in the past two months Park Box signed a contract and completed more than 100 site selection and landing nearly 30. The establishment of only three months of search said that it has already run hundreds of cities in Beijing and Shanghai Sports cabin, and Beijing signed more than 300 communities, this year will gradually landed in other 10 cities 3000 fitness cabins. 'The current competition must be speed, competition who won the cooperative plots, followed by how to retain people.' Huang Xiaolei said.
But compared to the shared charge Po, umbrella sharing, fitness class sharing is much more complex.
First of all, from the cabin itself, container construction and testing requires a complete supply chain, including the purchase of fitness equipment, smart TVs, air-conditioning equipment, post-maintenance, sanitation, and negotiation with residential properties, real estate companies are all Products need to be put into the market.
In order to prevent safety problems, the park box installed 3 cameras on each exercise cabin, paid the life insurance for each user, and arranged personnel to conduct 24-hour camera surveillance. And all Like the shared economy, the product operation and post-operation maintenance and product management are even more arduous than the product launch.
From the operating costs and profitability of the product point of view, sharing a fitness cabin is a business? From the charging design point of view, the current run is to pay a deposit of 99 yuan, according to 0.2 yuan per minute, a single exercise 20 to 30 minutes According to the daily average of 5 to 6 hours of effective use of time, a single sports cabin single-day income of about 70 yuan in the run-up founder has said that the return of the cycle in the 8 to 10 months or so.
Huang Xiaolei did not disclose the park box containers and fitness equipment investment costs, but for the return of the cycle, Huang Xiaolei told First Financial, the current per capita consumption of 5.1 times per month, the morning and night is the most active period, according to the plan can be 6 Return to the 8 months.
However, these are based on the ideal consumption frequency and usage situation. With the expansion of the stores, if the maintenance costs, equipment depreciation costs and operation management costs are included, sharing the profit model of the fitness cabin needs to be further explored, and the profit model must also be Diversification.
This is closely linked with the overall development of a shared economy. After all, in this model, no single enterprise in any one area can claim that we are profitable.