Reasons for loss of fitness clubs

When will the fitness service industry get out of confusion

/%B2%DC%B2%D9%D6%AE%D3%C7

“Original price 1800, current price 999, don’t miss this opportunity!” This is the slogan hanging at the door of a large gym in Hangzhou. As the number of gyms in Hangzhou gradually increases, competition intensifies. Operators in the fitness service industry are trying their best to compete for market share. In the past month or two, some businesses in Hangzhou have launched "diving prices" and "guaranteed prices" to attract consumers. .

Do consumers buy this low-price promotion? What impact will such a low-price war have on the entire fitness industry?

Buy one, get one free, there is also a profit

"A two-year card is 2,500 yuan, and a one-year card is 1,800 yuan." The front desk staff of Yizhaweide Fitness Center is recommending a plan to customers who come to inquire. Promotions. According to the store manager of Yizhaweide Hangzhou store, this promotion has been launched for 2 months and will stop this month, but similar promotions are arranged every year. Store manager Zhang said that the two-year card activity is limited to 300 members, and now more than 160 consumers have joined. Not only that, the price of the one-year card has also been reduced from the original 2,500 yuan to 1,800 yuan. Their purpose in doing this is to establish a brand in the minds of consumers so that more consumers can experience the fitness atmosphere. Manager Zhang promised that although the price of annual passes has dropped significantly, the services provided will not shrink, and the price reductions and discounts will not affect the normal operation of the gym.

Ms. Wang who came for consultation said that she came for consultation in the summer. At that time, the annual card was 2,500 yuan, but now it has been reduced by half. 2,500 yuan can be used for 2 years. "Fortunately, I didn't buy it before. If I did, I would have made a big loss. Now the discounts on the gym are really fast and fierce. It was reduced by half in one go. They also said it was capital preservation. So when they sold it for 2,500 yuan a year, their profit was Isn’t it 100%?” After careful calculation, Ms. Wang linked the fitness service industry with the huge profit industry.

Vicious competition has seriously shrunk services

According to the reporter’s understanding, in order to gain a place in the market, major gyms in Hangzhou have fallen into price wars, and many fitness center managers are struggling. Sigh is forced. Manager Zhang from the marketing department of Hangzhou Siyanli Beauty and Fitness Center said that fitness centers in Hangzhou have been selling low prices for a long time, but they have started to make public noises during this period, but they will not join in. Manager Zhang said confidently: "Now we are not only not lowering the price, but also raising the price. Currently, we are building a Siyanli A+ fitness club. The entire center will be moved to the White Horse Apartment in January next year. At that time, the annual card price will be determined It’s about 5,000 yuan, and it’s targeted at high-income people.” According to Manager Zhang, they only apply for annual membership cards, and there are no monthly or quarterly membership cards. The annual membership card is 3,599 yuan. Old members can enjoy discounts when renewing their memberships, and new members can purchase annual memberships. Cards are always priced at the retail price, without discounts or price reductions.

Regarding the current behavior of some fitness centers in Hangzhou selling fitness cards at low prices, Manager Zhang said that selling at low prices is actually profitable, and it is not the "guaranteed price" mentioned by some merchants. The fitness equipment in the gym It is not only used by one customer, but is used by nearly a hundred consumers every day. In addition to the maintenance costs of purchasing fitness equipment, the gym also has to pay for electricity, water and some disposable daily necessities every day. Businessmen do not do business at a loss. Excessively low-price sales are just a kind of "vicious competition" that will affect the healthy development of the fitness industry.

Consumer Ms. Chen is a member of a fitness center in Hangzhou. She complained that in the past, the fitness center equipped each member with a personal trainer, and each trainer was responsible for three members. However, since the gym launched low-priced fitness cards, the fitness instructors were simply too busy and were called away by other members before they could say a word. Sometimes there is even a lack of fitness equipment, and members have to queue up to exercise. Half an hour of an hour of fitness time is spent waiting for equipment. "It doesn't look like a gym now. It's almost like a staff canteen!" Ms. Chen is very dissatisfied with the current situation of the gym.

The fitness service industry must also find its correct position

Director Zhang of the Regulations and Management Department of Hangzhou Sports Bureau said that the current fitness service industry is in a blind state, and many fitness centers have no With my accurate positioning, I only know how to blindly follow the trend. If one company lowers its price, the others will follow suit.

At the same time, many consumers also lack correct consumption concepts and believe that price reduction in the fitness industry is a good thing, and do not think about the issue of service quality. Consumers want price cuts, but operators will blindly cater to them. He believes that if the service quality can be guaranteed while lowering prices, it will benefit consumers. As an industry management department, the Hangzhou Sports Bureau is very keen to see this kind of thing. However, if the service quality is also reduced while the price is lowered, then sooner or later the entire fitness service industry will be ruined by this irregular operation method.

Director Zhang said that fitness service venues cannot be the same and should have their own characteristics to provide consumers with personalized services. Some of the better fitness centers in Hangzhou specialize in Sabine yoga, and some focus on body ballet. They all have their own fixed consumer groups. When the fitness service industry is engaged in a price war, they can stay in the market. outside. If every fitness service industry can find the same positioning as these fitness centers and form self-discipline within the industry, consumers will be able to choose fitness venues that suit them according to their own needs. In this way, the fitness industry can develop healthily.

Director Zhang finally revealed to reporters that in order to standardize the fitness service industry, in early December, the Hangzhou Municipal Sports Bureau will convene the heads of 160 fitness service venues in Hangzhou to conduct a national fitness service industry experience exchange meeting. In order to help those fitness service companies that are falling into blind price wars to establish correct business concepts.

●Related links

The "Sports Service Certification Management Measures" are steadily advancing

Some swimming and fitness venues in Beijing will complete certification by the end of the year

Report from our newspaper (Reporter Song Hui) The reporter learned from the latest information from the Industry Division of the Economic Department of the State Sports General Administration that the first batch of sports business units that have completed the certification work will be listed at the end of this year, this time for some swimming venues and fitness venues in Beijing. In the future, we will gradually establish and improve the certification system to promote sports business units to face consumers with integrity.

Since the "Sports Service Certification Management Measures" was implemented on January 1 this year, relevant agencies have gradually established sports service certification agencies. Gu Haoning, Director of the Industry Division of the Economic Department of the State Sports General Administration, said in an interview with reporters, " The Measures are to improve the service level of sports venues and effectively protect the health and safety of sports consumers during exercise through the certification of sports facilities, equipment and environment related to personal health and safety.

According to the reporter’s understanding, there are two forms of sports venue service certification, one is the sports venue opening condition certification, and the other is the sports venue grade classification certification. The former focuses on the conformity assessment of the service safety quality of sports venues, mainly proving that the certified service quality can protect the personal safety of sports players; the latter focuses on the service quality level of sports venues, mainly proving that different levels of sports service quality can meet different fitness and competitive needs. Physical activity requirements. Gu Haoning explained: "The star rating standards have different levels. The more star marks, the larger the scale of sports services and the better the service quality. At present, consumers' demands for fitness are constantly diversifying, so those who have achieved the five-star standard Sports business venues definitely have the most services, and their service quality can also satisfy consumers. "However, it should be reminded that star rating is not mandatory. Fitness clubs can apply to the certification agency and pass the assessment by the certification agency. Only then will the number of stars be determined.

Since the star rating standards do not adopt mandatory implementation methods, and powerful clubs often take the initiative to apply to determine their status in the minds of consumers, for small and medium-sized clubs, they may take measures to lower their ratings. Prices are used to attract consumers, which will cause price confusion in the fitness market. In this regard, Gu Haoning explained: "Star rating is a result of the evaluation of the service capabilities and facilities of sports business units. The level of the grade is directly proportional to the price, so we believe that consumers will not blindly choose sports with poor service quality. The first batch of sports business units that have completed the certification will standardize the quality of their sports services, effectively eliminate various safety hazards, and maintain the legitimate rights and interests of consumers. Consumers can consume in some certified fitness venues. Get more authoritative, professional and humane services

/%B2%DC%B2%D9%D6%AE%D3%C7