domeet webmaster

At the end of 2016, Zhang Xiaolong brought the exact message of the small program at the WeChat Open Class Pro conference, which followed with “boiling.” The media began to actively report relevant news, and most developers are also expecting new things introduced by WeChat super app to bring some new opportunities to developers.

But not everyone is gearing up after the release of the small program, and wants to make some results right away. At the beginning of the small program, the co-founder of the fitness brand Super Orangutan said that he would choose to wait and see.

It’s been a long time to wait and see. It was not until a year after the release of the applet that the super orangutan began to make his own small program. But the results are also satisfactory, today’s super orangutan applet has become the entry point for mobile users, the reference object of the fitness industry.

From watching to all in, he said that his views on the small program have not changed

From the wait-and-see attitude, the main business was moved to the small program, but he said that his views on the small program have not changed.

I waited two years ago (2017), I think that node and the whole rhythm are still better.

Under the premise that many things are not supported, I went to rush to invest in the entire R&D effort to do this thing. In fact, there is no way to replace WeChat (the original function of the public number), which is a Incomplete features.

In the early days of the small program release, Qi Qi always believed that the small program has too many restrictions on development, the release needs to be reviewed, does not support opening a page in the small program, and lack of subscription capability will reduce the development motivation of the merchant. It is also because of the many basic functions of the small program that the super orangutans did not invest in the development of small programs at the beginning.

Until WeChat opened up more capabilities, it relaxed the restrictions on developers. “A year later, it basically solved all the problems I had mentioned before, at least 90% of them were solved.” In the singularity, the existing ability of small programs after one year of development is enough for them to make a degree of completion. Very high product.

As for the 10% problem that has not been solved, it may be a problem that WeChat does not want to solve. For example, the small program does not support long-press identification of the QR code, and the small program subscription message is still in the internal test…

Today’s super orangutan applet is the only entry for users on the mobile side. Everyone who wants to book a super orangutan course needs to enter the small program to complete the course selection and appointment. After the appointment is completed, the applet will push the user a password for the door lock. The user will go to the super orangutan store and open the door with a password.

A few hours before the start of the course, the super orangutans will use the template message to remind the user that “you will have a lesson about you later”; 15 minutes before the start of the course, the template message will remind the user that “the course is about to start” and again to the user. Push the admission password; a few hours after the end of the course, the super orangutan’s applet will also push the user’s new photo image.

From appointments, reminders to post-school photo evaluations, feedback, these things were also in the previous H5, the super orangutans just moved it to the small program and became a tool for service hosting. In the eyes of Qi Qi, entrepreneurs should not try because of a new thing on a certain platform. It should be that you already have the direction of starting a business. It is more appropriate to see which platform is more suitable. This is also the way they choose a small program. the reason.

In the past, users used the public number to open a specific webpage to complete the appointment. After the small program, 30%-40% of the users started to enter the applet through the search, drop-down, friend sharing and other paths to complete the appointment, but This is not the path that super orangutans expect. In their view, the public number is currently not a substitute. The push and reach of the public number is still stronger than the small program, and the original design of the small program is different from the public number.

Until today, Qiqi still insists on his original ideas. He believes that the basic starting point of the applet is a technical solution, which is a better scenario to replace H5, and is a better user experience bearer.

He also believes that small programs are overvalued in the short term and undervalued for a long time.

In his opinion, when the small program was just released, the outside world was too high, saying that it would completely subvert the app, but the value of the small program in the past two years was overestimated. Not long ago, WeChat was testing the new ability of “PC side support to open small programs”, and it was said that most of the media did not pay attention to this matter.

If the applet can be moved to the PC in an instant, this is actually quite a “horrible” thing, which directly bypasses the development limits of many platforms. If the next platform becomes glasses, WeChat can still adapt to it very quickly, and it can be adapted to the developers of small programs. This allows the ecology to last long enough.

II feel that it is very good for WeChat. I think developers are also very big and good. You really have the possibility to develop a platform at a time, and you can adapt to different computing platforms. This thing actually I didn’t think it was particularly good before it (WeChat).

The super orangutan has almost died, but it is now a profitable startup company

The super orangutan is still a fitness-focused company, but it is perhaps the most knowledgeable Internet among fitness companies.

When the idea of ​​the “different gymnasium” of the super orangutan was born, Zouqi was still working at Alipay, when he was the product manager of Alipay Wallet. The reason why he is interested in the Super Orangutan project is also related to his own experience. After two Internet experiences, the team members who were once a school basketball team inevitably became patients with severe fatty liver under the 996 configuration.

Because he is a potential user of the new gym, he is very interested in everything that the super orangutan founder jumped and decided to join. “As a product manager, I think she (jumping) is very accurate about the various problems and pain points in the traditional gym industry in the market.”

The super orangutan was initially converted into a fitness cabin with two containers and is open 24 hours a day. The 50 square meter fitness cabin can accommodate up to 6 people for fitness at the same time. This is the beginning of a super orangutan, but it is not a timely attempt.

When the shared fitness cabin was booming in previous years, the super orangutan’s fitness cabin helped them get three rounds of financing, but now their fitness cabin has only a single digit. In the eyes of Qi Qi, China has not yet reached the time when it is especially suitable for the fitness cabin. The fitness cabin is a self-training fitness facility, but there are still many people who don’t know how to train. A strange friend started training under his guidance. After he had no energy to guide him, his friends began to add weight to themselves and train.The result is a small chest and a small chest.

The strange friend is not a case. Zachic once saw a lot of users in the fitness cabin using the device in an incredible way, using the wrong way to exercise. The best situation for this type of exercise is that it has no effect. The bad situation is that the training causes physical damage.

The team also felt the limitations and dilemmas of the fitness cabin in China. They began to make a group attempt, which may be the most important attempt of the super orangutan.

The group class is derived from an insight into the super orangutan. Everyone goes to the gym to have an annual card. You can go to class, you can find a private teacher, or you can practice your own equipment. The use of all items on one card is the reason for the existence of the gym year card and season card. But the problem is that the intersection of the self-training equipment in the gym, the class, and the private-study users is actually not as big as everyone thinks. The people in the class and the people who practice the equipment are likely to be two people.

Many users do one year card and actually only use one function. In this case, the part of the users attracted by the group class is first and foremost the person who will be in the gym. “I don’t dare to say that their needs are always different. But at least some of the users he wants to train in the space or in the environment are mostly more like themselves.”

The 200,000 users who attended classes on the super orangutans today and the 60% retention rate proved that their insights were correct at the time. But in fact, there is no 100% survival rate. Before today’s healthy financial statements, the super orangutans have been on the edge of the cliff.

The biggest problem facing offline models like super-gorillas is high costs, and rents, utilities, operations, and coaching salaries all need to be paid. The fitness venues of this type of super orangutan actually need to eat the confidence of the users on a large scale. When there are only two or three stores, the users will not recharge, so the cash flow of the super orangutans is only from the user’s single course. Paid. And each super-gorilla shop has only four to five courses, and the number of coaches limits the development of super orangutans.

The revenue during the period was exceptionally clear, and no professional financial staff could directly calculate the account of the super orangutan. At that time, the revenue and the rent were very difficult. Beyond this, super orangutans also need to expand, more rental costs, and the initial cost of a single store pushes the super orangutan to the edge of the cliff.

What makes the team support is their true love for this fitness model, and in their opinion, what they do makes sense. In the most difficult time, the founder jumped and slammed into the window to see the user exchange course, bursting into tears, even wondering if the currency no longer makes sense, the value of the super orangutan model may still make sense.

The team chooses to stick to what they think is valuable. After making this decision, in order to survive, the super orangutans slowed down the pace of opening the store and chose to do more store cooperation to reduce the pressure. After the toughest period of time, the excellent data of the group class has been accumulated. At this point, the investment of the super orangutan has finally arrived.

There are also complex calculations after the accident, Super Gorilla’s business model relies on scale effect. If you don’t have an order of magnitude, it’s hard to stand on your own. The super orangutans started to make money when they opened to 50 stores.

After more and more stores, scale effects and brand volume give consumers more confidence and motivation to try. Super orangutans can also start to choose some rents that are not particularly expensive, and not so good to maintain the expansion of the store.

The fitness giant who grew up on WeChat did something that the traditional gym wouldn’t do

The super orangutan now has a steady stream of cash and is already profitable.

They chose to invest 20% of their profits in course development, collaborate with well-known foreign training institutions, and study courses for domestic users. For example, many female users in China have a need that foreigners cannot understand – how to raise their hips without thick legs.

It is difficult for foreign fitness instructors to understand this demand. What they are pursuing is that the whole lower limbs are full of strength, which is somewhat contrary to the East Asian aesthetic. In order to better meet some Chinese-style fitness needs, the super orangutans are also developing themselves. In order to satisfy the hips without thick legs, they designed a course, 80%-90% of the training is how to help the user to train the hips, but at the same time exercise the leg strength as little as possible.

In addition to self-developed courses, the biggest difference between a super orangutan and other gyms is that there is no annual card, pay-per-view. In this mode, the coach is freed from the identity of sales, can focus on teaching, and focus on communication with the students.

The coach is also a special place for super orangutans. From the company’s founding to today, there are more than 500 full-time coaches in the country, and only 8 of them have left the super-orangutan.

Super Orangutans are very strict in the selection and selection of coaches, and each coach is required to recognize the innovative model of the super orangutan and its values. In the singularity, their coaches are like a missionary, passing a new fitness culture and professional courses to their users. They are people who talk directly with users, and the relationship with users is equal. .

Now, the super orangutans have made some interesting attempts, and they are still trying private lessons. Beijing, Shenzhen, Guangzhou, Shanghai, and Chengdu have private education theme stores that they are currently experimenting with. They expect to have 10 private education theme stores nationwide by the end of the year.

The current super-orangutans who try to run counter to the traditional gym are still deviant in their attempts at the private education system. They are four different from ordinary private lessons.

1. There are standards: Super Orangutan coaches have ACSM certification, one of the four major US certifications, and the entire training system is standard.
2. No sales, graduation: The coach will not sell, and there will be a staged graduation process for private education, indicating that the user can already train independently.
3. Personal education venues consistent with the curriculum: The store venues are designed according to their own personal education system. There are fewer large-scale monorail devices and more free-strength training, which is more in line with the training methods of users in their daily lives.
4. Guarantee user freedom: support for refunds within 30 days.

From the fitness cabin to the group class to the private teacher, the attempt of the super orangutan in the fitness industry is different. They don’t have an app, and all user operations are on WeChat. From the beginning, they carried the service on the public number, and then used WeChat ads to attract users. Until today’s perfect WeChat applet, they have never left WeChat.

When asked if I have been on WeChat, will I worry that when the super orangutan relies too much on WeChat, the answer is:

As long as Zhang Xiaolong is still still in charge of WeChat these things, I feel that some values ​​of things can’t move, I still believe it.