在低价及其他健身机构面前保持竞争力.pptx

REMAINING COMPETITIVE AGAINST LOW-BUDGET FACILITIES…AND OTHERS;WORST NIGHTMARE: ;LOW-COST GYMS HAVE THE MID- MARKET HEALTH- CLUBS IN THEIR SIGHTS…;;;They’ll pay less for less service because at least then they’re not being ‘overcharged’;PEOPLE CRAVE SOCIAL CONNECTION… ;ALL THE STARS ALIGNED….WE ARE IN A GREAT PLACE TO BE THE ONES FILLING UP THESE NEEDS…;Growing membership is tough After 3 years, the membership doesn’t grow anymore in most facilities and the pressure is on to not step back… New member acquisition is a constant challenge The competition is continually increasing, leading to a serious price war Cost of new member is high We struggle getting new people to join our clubs -less than 17% of adults belong to health-clubs in any single country, and market penetration of 10.5% is enough to be among the top 10 of all countries ;The world is facing a great holistic health challenge and our industry is perfectly positioned to play a big part in the solution. We are the exact opposite of the cigarette and junk food companies and we have an intimate relationship with a large percentage of the world’s wealthiest people, but they are often smarter than us! ;PHILIP MORRIS 是世界第一大 烟草公司;MCDONALD’S 麦当劳 ;;;;THE LOW BUDGET BUSINESS MODELIS BASED ON A PARADOXE;We are a stagnating industry and we have started to turn into ourselves - We are fighting for the same customers (segmentation) instead of innovating to attract new ones我们的行业停止不前，并且只是彼此竞争- 争取相同的客户，而不是通过创新而吸引新人加入。 ;;;LOW-COST GYMS ARE CHANGING THE FACE OF THE INDUSTRY…;A LOW-BUDGET STRATEGY IS NOT ONLY ABOUT PRICING 低价俱乐部策略部仅仅是低价;BEING A LOW-BUDGET BUSINESS DOESN’T MEAN BEING INFERIOR低价不等于低质量;THE BOTTOM LINE IS底线是 ;;;6 UNDERLYING CONSUMER DRIVERS BEHIND THE LOW- COST SECTOR ;AS WITH MANY OTHER INDUSTRIES, THE ‘MIDDLE MARKET’ IS UNDER ATTACK FROM BOTH THE LOW-COST AND PREMIUM SEGMENTS… ;They’ll pay less for less service because at least then they’re not being ‘overcharged’;;;MICRO-GYMS ARE GAINING MASS