Super ID, use “Keep+Everything” to complete the redefinition of the fitness industry.
Question about commercialization: restrained Keep is not in a hurry for success
With the completion of the F round of financing, Keep also ushered in a wave of commercialization speculation: Emphasizing self-discipline, full of sentiment, and sunshine, can it help Keep achieve sustained profitability, and where should its future commercialization road go?
In fact, as the first batch of players to enter the industry, the “self-discipline gives me freedom” slogan has been deeply rooted in the hearts of the people, and Keep has achieved the occupation of users’ minds in 7 years. For an Internet product, it is worthy of pride. In addition to the number of users exceeding 300 million, there is also user stickiness and loyalty that can withstand the test.
Like Netflix, Amazon and other companies in their early days, the construction of Keep user loyalty benefits from its insistence on the “user experience first” operation method and its restraint on the commercialization process.
This kind of restraint is also closely related to the personal style of the founder Wang Ning. Although this post-90s young man has been emphasizing that “the content must be sufficiently solid in the early stage”, he is not quick. However, it took only 105 days for Keep users to go from 0 to 1 million, and it took less than 1,000 days for users to exceed 100 million.
It doesn’t have to be too fast, it’s for better fastness. Wang Ning has his own rhythm for “fast” and “unhappiness”. It is precisely because of this that he was once described by the media as “the post-90s have a calm soul under their appearance.”
What’s more important besides the style orientation is that while Keep uses its content advantages to achieve user growth, the smooth development of consumer goods business in recent years has continued to create revenue. This makes it seem that Keep does not have to rush to commercialization. The “willful” move created the conditions.
Furthermore, keeping in view of the future, Keep does not lack commercialization potential.
First of all, the behavior of fitness is a long-term project for users. The large-scale explosion of business essentially depends on whether products and services can increase the willingness to pay and repurchase rate by improving user experience. At present, Keep is building a live broadcast ecosystem, polishing high-quality courses, continuously consolidating core competitiveness in content supply, and upgrading and iterating on intelligent hardware. The real appeal behind it is to extend the length and frequency of users’ use of products and services-and This is precisely the essence of realizing commercial value through value-added services.
Secondly, Keep from Fang FangAll the signs of platformization can put an end to the question of “how to make money”. As a large-scale platform, Keep, its profit direction and profit scale are far from comparable to any home fitness APP.
From this perspective, Keep may not have the so-called “commercialization anxiety”.