The rise of an industry, first of all, is the recognition of the product model, followed by the positioning of the user model! Finally, the choice of promotion model and the iteration of profit model! Children's physique has developed to -20 17, and the product model has been tested and confirmed before 20 15. According to the survey feedback from the member units of China Children's Physical Fitness Sports League, many domestic institutions are already running the product model, which means there is no problem with the product. The biggest question now is, who is the customer group with the strongest demand for children's physique?
People often ask me, I have a gym, can I take classes in the yoga room? I have a taekwondo gym. Can I teach in the gym? I have a private teaching studio. Can I teach my children to practice their physical fitness? ... my answer is that these venues will definitely teach children, but they don't have to admit it! What comprehensive considerations should be made to open children's sports halls, restaurants, coffee shops and clothing stores in order to greatly improve the success rate of entrepreneurship? We try to analyze from the customer's point of view, if we are parents, why do we choose to open a sports hall? In other words, "parents' approval" is much more important than "your thoughts"!
Many people believe that the reason for the rising physical fitness of 20 17 children is that the sports industry is getting more and more attention. But this is not the case. The sports industry itself is a behemoth, and the sports training department doesn't even have a proportion suitable for children. So, don't think too much. When the industry is up, there will be food. The real children's physical fitness plan has been accepted by more and more parents and children, and the fundamental reason is the rise of the middle class and the promotion of consumption. Looking back, parents born after 1985 and 1990 have become the backbone consumption force in the training industry; Second, in the blank stage of children's sports training products, children's physical fitness can have the opportunity to become a product to fill the gap in the market. Children aged 0- 3 basically appear in the form of early education, and most children above 10 choose special sports skills, so the sports choices of children aged 3- 8 are relatively limited. Especially now, the sports development models at home and abroad all point out that children's early special training is not conducive to the all-round development of children's sports skills and physical fitness, and the risk of excessive use of sports systems will continue to accumulate. You will find that many parents feel the same way. After seeing the child's physical events, experience discovered that this is an enlightenment course suitable for children!
Of course, today's children's physique is a bit like "blind contact." Some people say that this course is running and jumping, some people say that it is the physical intelligence of children, and some people say that happy gymnastics is the physical quality of children. In fact, these understandings are all wrong. If you really understand children's concepts and physical abilities, then everyone will have a Hamlet in their hearts. What did the parents see? What does the coach teach? Your course concept is not comprehensive and practical, can you turn professional knowledge into landing products!
There is one of the biggest shortcomings in the control of physical education curriculum and special sports skill training: parents' awareness is not enough and product labels are not clear. Parents play basketball for their children-the label is high, dancing-the label is good temperament, taekwondo-the label is not bullied, the label is swimming-and the label is survival skills. Customer's demand will follow Maslow's pyramid demand theory. On the contrary, those who participate in the needs of living and eating Lazar often just need it, so swimming is the most needed. Every child can learn to swim, boys can learn basketball and taekwondo, and girls can learn to dance. So what is the label of children's physique? I remember we had a similar discussion on May Day. There are three main points: foundation-the foundation of all sports, the cornerstone-the cornerstone of children's healthy growth, and the all-round development of the curriculum.
In fact, from the brand's understanding, the customer base of children's physique is destined to be the concept of high-end family docking products, and our target customers themselves are positioning high-end customer groups, so whether you agree or not, our customer base is destined to be the dish of middle-class families. In other words, it takes longer for dual-income families and well-off families to choose our products. Back to the topic of "customer identity", our customers call it "double experience". This course must be liked by children, which is the premise. With this premise, parents have the concept of approved curriculum.