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!
There are so many successful experiences from failed gyms, so if you put them all together, why worry about success?
Pei Qian nodded: "Well, I'll think about it again."
"By the way, are there any newly opened gyms around here? Or ready-made venues that can be put into use directly after buying some equipment? Go look for it and just add some money to get it, saving 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 hurry up and open a few more stores, 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 may not be willing to transfer them. I'll 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, we will 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 Tengda Group is getting bigger and bigger, has 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.
It is becoming more and more difficult to lose money.
Therefore, if you want to lose money, you must have a correct attitude and not just muddle along!
You can't think, "Others can lose money by doing this, so I can also lose money." If you really think like this, you will probably make a dogmatic mistake.
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, which are not small amounts.
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 cycle.
However, 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 personal training classes.
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 novice who got a fitness card out of a fit of enthusiasm stopped coming after three minutes of being overheated;
People who are not short of money want to have a good body 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.
Gyms mainly make money from the membership cards of the first type of people and money from personal training lessons for the second type of people, and the poor and the rich gather together.
So Pei Qian thought about it and decided to do the opposite.
The idea is still the same 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, novices don’t earn a penny more!
Other gyms sell half-year memberships and annual memberships, 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 memberships.
And 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 be counted 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.
In other gyms, it is absolutely impossible to cancel the card. You can only find a transfer agent 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 can't give more money to the gym!
Secondly, rich people don’t earn even a penny of their money!
Other gyms are crazy about selling personal training classes to provide better services to high-net-worth users and gain greater profits.
Pei Qian decided not to sell any private lessons at all.
All coaches receive the same benefits and salary and do not earn commissions.
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 will never talk too much, let alone promote any courses.
Want to find an exclusive personal trainer? Want to pay for personal training 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 balance can be refunded at will;
For those who have money and want one-on-one tutoring from a personal trainer, services are not provided here;
Those who really understand fitness will definitely choose cheaper gyms as long as they have equipment to practice. 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 yet 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 is in a state of pure loss, and the more it opens, the more it loses!
Of course, the system is not that easy to fool.
The requirement of the system 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 according to the lowest price allowed by the system is likely to leave a conscience impression on players, resulting in small profits but quick turnover.
And 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!
Currently, 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, even less than a thousand yuan.
According to the mid-to-high-end standard of 2,000 yuan for an annual card, it is about more than 5 yuan per 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.
Calculated 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 use price to further dissuade consumers, the daily price will be set at 40 yuan!
Furthermore, considering that personal training that you have to pay to enjoy at other gyms can be enjoyed for free here, you still have to pay extra.
Of course, the personal training classes in other places are one-to-one tutoring, but the personal training in this gym is one-to-many. If you see whoever doesn’t understand, you can just teach anyone, and the price will definitely not be so high.
Pei Qian thought about it and raised the price to 50 yuan each time!
This price should be able to dissuade most people, right?
Calculated in this way, 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 was already outrageous.
If you compare the prices with other gyms, this should be a quite unaffordable figure.
"Hmm...it seems like it's still not enough."
“Is this the only way I can go to lose money?”
"Think again."
Pei Qian feels that the current setting alone is indeed the opposite of those profitable gyms, and there is a certain chance of failure, but it is still unstable.
What if some people feel that this gym has a conscience and for the purpose of experience, they apply for a membership card and use it as a "secondary card"?
Or if a fitness expert comes to Jingzhou temporarily and doesn’t want to apply for a long-term fitness card, what should he do if he 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...
Therefore, we have to think of ways to persuade these people who want to experience it as much as possible to leave!
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 think of 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 are 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 sold by Moyu Takeaway, and this is enforced.
This way, consumers not only have to pay to use the gym, but also to pay for healthy meals, and that's mandatory!
Even fewer people are willing to spend so much money!
If you fail to complete your check-in goal, you will be punished. You will be given a warning first, then a refund, 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 several considerations, 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 you will come to the gym, what training items you will have, and what you will eat. All content is formulated after consultation with the customer. Once formulated, it becomes mandatory and 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 imposes barriers on customers, which is the worst of both worlds.
If you don't eat healthy meals or don't go to the gym often enough each week, you will be interviewed, warned twice for the first time, refunded directly for the third time, and no longer accepted 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 as long as the body is entrusted here, it will be fine!
What the actual meaning is is that after the hosting, the mentally retarded AI will fight out four 2s and two kings!
At most, wealthy people are willing to come to such a crazy gym, right?
However, there are not many rich people in Jingzhou, 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, there will be many stores opened and no one will care about them, so 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 help you make money on the surface, they also seem to make users full of motivation and spontaneous publicity, which can easily have the opposite effect.
Therefore, after careful consideration, Pei Qian decided to give up these seemingly beautiful operations and play it safe.
After all, losing money is all 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, lounges, etc. are all set up to the highest standards. Anyway, you can spend 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 your exercise data. Only when the amount of exercise reaches the target is the clock in completed.
…
After everything was finalized, Pei Qian looked at the plan and nodded with satisfaction.
We 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 when giving 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!
