Since 1995 began its chain operation, Curves has developed in full swing, with more than 6,000 outlets, more than 2 million members and a total income of more than 6,543.80 billion US dollars. On average, a Curves fitness center opens every four hours.
Moreover, the rapid expansion of the customer base is achieved through the recommendation of relatives and friends. However, in the beginning,
Curves is considered to have entered an over-saturated market, and its services are not welcomed by customers.
The competitiveness is also very poor. But in fact, the curve triggered an outbreak of demand in the American fitness market, opening a
A brand-new huge market, a blue ocean market, has a large number of women who want to keep fit but always fail. Curves gives full play to the advantages of the two strategic categories of American fitness industry (traditional fitness clubs and family exercise programs), and eliminates or reduces the influence of other factors.
On the one hand, the American fitness industry is full of traditional fitness clubs, both men and women have a full range of exercises and sports to choose from, and they are usually set up in urban areas with high consumption levels. They attract high-end customers with fashionable equipment. They have a complete set of aerobic exercise, strength training equipment, a drink bar, a fitness instructor, and a closed shower room and sauna room, because their purpose is to let customers not only exercise here, but also engage in some social activities. Customers will stay there for at least an hour, usually two hours, after they travel long distances through the city to reach the health club. The membership fee is generally 100.
Dollars/month, not cheap, because they want to keep the customer base at the high-end and small-scale level. these
Club members only account for 12% of the total population, usually concentrated in big cities. It will cost more than 500,000 US dollars to 6,543,800 US dollars to invest in opening such a fitness club, depending on the location of the city center.
On the other hand, the American fitness industry also includes those family fitness programs, such as teaching exercises.
Images, books and magazines. These methods are very low-cost, used at home, generally not needed or only needed.
Very little equipment is needed to help. There are few fitness instructions, mainly the demonstrations and explanations of sports stars in videos, books and magazines.
The question is: What influences women to switch between traditional fitness clubs and family fitness programs?
Key factors? Most women don't want to enjoy enough facilities, bars, closed saunas and tours.
Swimming pool, opportunities to meet men and choose health clubs. An ordinary woman who is not a professional athlete doesn't even want to meet a man during exercise, perhaps because she doesn't want him to see that she is fat. she
I don't want to use those instruments behind a man because she has to adjust her weight or angle. From the point of view of time
Generally speaking, this factor is becoming more and more important for ordinary women, and few people can spend a few hours in a health club every week. And for most women, urban transportation is also a problem, which makes them lose interest in fitness.
As it turns out, there is only one main reason why most women choose health clubs. When they are at home.
When you exercise, it's easy to relax your requirements. If you don't think of yourself as a sports fan,
It is also difficult for them to be strict with themselves at home. Exercise with others, not alone, is easier to motivate.
Human interest. On the contrary, those who choose to exercise at home alone mainly consider saving time, low cost and good privacy.
The curve absorbs the advantages of the two strategic categories, eliminates and reduces the disadvantages, and creates the blue ocean market (see Figure 3-2). Curves canceled the service of traditional health clubs that were not attractive to most women. Those special instruments, food, beauty salons, swimming pools and even some rooms with locks have been removed and replaced by areas separated by curtains.
Figure 3-2 Curves Company Strategic Diagram
price
well-behaved
fitness equipment
It's time for fitness.
Fitness instructor's finger
guide
Environment's Incentive to People's Exercise
Safety and reliability
convenience
Female fun
low
high
Family fitness plan curve traditional fitness club
The curve club gives people a completely different feeling from the general fitness club. When members enter the gym, they still see fitness equipment (usually around 10), but unlike general fitness clubs, these equipment are not arranged in a row, facing a TV.
Form a circle, let members communicate fully, and exercise becomes a pleasure. QuickFit cycle training system adopts hydraulic equipment, which is safe and easy to use and does not need to be adjusted. These instruments are specially designed for women, which can reduce impact stress and strengthen strength and muscle exercise. During the exercise, members can talk to each other and take care of each other. This relaxed and stress-free atmosphere is completely different from traditional fitness clubs. There are so few mirrors on the wall that no man will stare at you. Members can complete the whole training in less than 30 minutes by turning around the instrument ring and aerobic exercise mat. The result of reducing unnecessary services and focusing on providing main services is that the price drops to $30/month, making this market open to ordinary women. Curves' slogan is: "With the price of a cup of coffee every day, you can have the health brought by correct exercise".
Curves provides value-added services to customers at a lower price (see Figure 3-2). And traditional fitness
Compared with the initial investment of $50-654,380,000,000, the club opened a Curves fitness center in the early stage.
The investment is only $25,000-$30,000 (excluding the license fee of $20,000) because they will be unnecessary.
Something was taken away. Variable costs are also much lower, personnel and maintenance costs are greatly reduced, and rents are also greatly reduced because of the shrinking space.
Down, the original rent in the city center was as high as 3.5-65438+ million dollars per square foot, but now the rent in the suburbs.
Gold is only 1500 USD per square foot. Curves' low-cost business model reduces the cost of chain stores and makes them
It has developed rapidly. As long as you attract an average of 100 members, you can set up a chain store in a few months.
Began to make a profit during the year. The transfer price of the Curves chain store that has been built in the second-hand market ranges from 654.38 million+USD to.
Between 65,438 and 500,000 dollars.
As a result, Curves' chain stores are all over large, medium and small towns, which is not directly related to the existing ones.
The concept of fitness competition has created a new blue ocean of demand. When the American and North American markets began to saturate, enterprises
Industry management began to plan to expand into Europe. Expansion plans were implemented in Latin America and Spain. reach
By the end of 2004, the number of Curves fitness centers will reach 8500.