How can online yoga and fitness seize traffic growth points?

When three people walk together, one of them is fat. In recent years, the obesity rates among children and adults in my country have been rising year by year. There are more and more fat people around us, especially those who are entering middle age, many of whom are gaining weight.

According to the " China Residents' Nutrition and Chronic Disease Status Report (2020) ", more than 50% of adult residents in China are overweight or obese, nearly 20% of children and adolescents aged 6-17, and 10% of children under 6 years old. The problem of overweight and obesity among residents continues to become increasingly prominent.

Overweight and obesity have become an important public health issue affecting the health of our residents. Amid body anxiety and the ravages of the epidemic, many people have begun to pay attention to their health issues, and health, environmental protection, and exercise have become a consensus of the whole society.

With the advent of the short video era, a "new" way of weight loss has entered the public eye. According to the "2021 China Yoga Industry Report", urban women aged 25-40 have a need to lose fat but have weak athletic ability. Online yoga has gradually become a trend in online fitness.

At the same time, consumers in the yoga industry are also operators. Yoga practitioners only need a yoga mat to easily practice yoga in any comfortable place. This universal sport with a wide audience and no constraints just fills the gap in China's online fitness.

More and more people are using yoga training to lose weight and keep fit. As the demand continues to grow, many yoga and fitness institutions have begun to explore and optimize interactive scenarios and learning experiences that are more suitable for the current public . They provide users with personalized services by deploying online, increasing the development of live classes, and creating yoga training camps and private lessons.

For example, yoga fitness institutions such as Shengfan Yoga Fitness, Suga Yoga Lifestyle Center, Bodhi Zen Yoga, and Ancient Yoga have built their own online education platform through the digital service provider of pan-knowledge scenarios - Maker Craftsmen, to provide users with refined fitness training services.

In order to help yoga and fitness institutions quickly transform online, many technology service providers have established online knowledge stores based on different ports such as WeChat official accounts, mini-programs, APPs, PC online schools, etc., allowing more users to understand and access yoga and fitness through video courses, and use richer learning scenarios to meet users' diverse interactive needs.

1. Customer acquisition: vertical content + public domain traffic

The exercise goals of online yoga practitioners are more likely to be weight loss and body improvement as the primary goals. Even the secondary goals are focused on local body shaping and body improvement.

Therefore, whether it is to attract users to yoga or to cultivate them into deep yoga enthusiasts, online approaches have great potential.

Yoga and fitness institutions can rely on " vertical field content + public domain video platform " to achieve public domain traffic.

For example, use public traffic platforms such as Douyin, Video Account, and Bilibili to output professional yoga teaching videos, attract user attention with high-quality content, and divert public traffic to private domains for operation and management.

Taking the monetization of short videos on Douyin as an example, yoga and fitness institutions can focus on Douyin's popular vertical fields, such as body shaping, weight loss, fat reduction, body correction and other content to provide users with universal solutions.

In addition, by mounting the Maker Artisan Douyin mini program when publishing videos, the training courses can be quickly purchased and monetized, and the public domain traffic on the Douyin platform can be deposited into the private domain traffic pool of the knowledge store.

In addition to publishing vertical content, you can also enhance user stickiness by scheduling live broadcasts, binding hot topics, etc. Live broadcasts on the Douyin platform can be mounted with Douyin mini-programs to reach users and active fans at close range, shorten users' decision to purchase courses, and accelerate content monetization.

In addition to live streaming on public platforms, you can also initiate live streaming directly on your own education platform, with a variety of live streaming formats to meet the diverse live streaming needs of institutions.

In addition, during live broadcasts, you can also combine the " one-click broadcast " function to broadcast the live broadcast to 10 video websites such as Bilibili, Yizhibo, Video Account, and Douyu, to expand the exposure of the live broadcast and attract more users to enter the platform to learn.

2. Monetization: Diversified teaching models + community operation and private domain conversion

With the rapid development of the Internet, people's pursuit of course formats has become more and more diversified. Yoga and fitness institutions can combine the diverse course formats of maker craftsmen to build a rich course content system, including live classes, video classes, audio classes, columns, knowledge packages, training camps, etc., to form a mature online course system.

Training camp teaching is currently a common yoga fitness course model. Many institutions put the high-quality content of offline courses online, combining interactive auxiliary tools such as communities, Q&A, and check- ins to effectively improve students' activity, completion rate, and repurchase rate.

In addition, you can also establish a paid community specifically for a certain category on the platform to attract users to join. By providing users with practical knowledge and interactive topic discussions within the community, you can tailor online yoga practice solutions for users and create a positive and interesting learning atmosphere.

In addition to basic discussions and output of useful information within the community, you can also plan some targeted marketing activities for precise reach, such as limited-time discounts, group buying, support, lucky wheel , etc., using user social fission to promote more monetization.

As the yoga and fitness industry accelerates its online transformation, industry competition has shifted from price wars to matching course content with services.

Faced with the strong demand for weight loss and fitness among Chinese people, yoga and fitness institutions should speed up the establishment of online service platforms, seize traffic growth points, and provide users with higher value "cloud yoga" courses from the two perspectives of course construction and service operations.