Online operation and promotion strategy!

After 2020, affected by the epidemic, offline yoga studio operators have begun to explore cloud yoga. Yoga practitioners only need a yoga mat to practice yoga in any comfortable place. This exercise without any constraints fills the gap in online fitness in China. This article analyzes the operations of the online yoga industry and shares it with you.

After 2020, affected by the epidemic, offline yoga studio operators have explored cloud yoga. According to the [2021 China Yoga Industry Report], urban women aged 25-40 have a need to lose fat but 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.

From the public domain to the private domain, this article uses content acquisition + upward user growth system as a breakthrough to help you seize traffic growth points and secure dividends.

1. Customer acquisition: Relying on vertical content + video platforms to attract traffic from the public domain

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.

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

For example, the 12-lesson detoxification yoga class on the Qianliao platform has attracted 1.01 million participants since its launch.

Yoga practitioners can use popular video platforms, such as Tik Tok and Bilibili, to leverage the platform's constant flow of public domain traffic to output vertical and professional yoga teaching videos, thereby attracting user attention and trust with high-quality content.

We directly draw on the content production and operation experience of Douyin’s top yoga account to see how it attracts customers from the public domain.

1. Content positioning: vertical field, providing users with ready-to-use solutions

Take a close look at the video posted by this Tik Tok head.

First, focus on the popular vertical fields of Douyin, including body shaping, body correction, weight loss and fat reduction.

Second, from the user's perspective, we provide users with universal solutions such as pelvic tilt, improvement of hump, and slim shoulders and back.

Third, there is a complete monetization system, combining Douyin to divert traffic to the official account private domain sedimentation, as well as auxiliary equipment monetization

2. Release time: The release time on weekends and weekdays should be distinguished

In addition to the daily updates of short videos, yoga teacher JJ also has to do two consecutive charity live broadcasts every day, currently at 2:30 pm and 8 pm respectively. The two live broadcasts will last about 2 hours.

2:30 p.m. is the leisure time for most mothers after putting their babies to sleep, while 8 p.m. is the study time for working professionals after get off work. This can cater to both of the two user groups who love yoga.

3. Live broadcast: Yoga IP teachers broadcast regularly + bind hot topics to enhance user stickiness

Tik Tok live streaming is a good way to reach users up close, activate fans, and increase user stickiness.

This top account will start broadcasting on time, teaching everyone to practice yoga moves, interacting with fans, and linking to Douyin's popular fitness topic [7-day check-in weight loss camp].

Through live streaming, we have brought in a large number of yoga enthusiasts from Douyin’s public domain traffic, and also gained a large number of hardcore fans who check in.

2. Monetization: Vertical community + multi-dimensional community operation, private domain to reach user conversion

As the years of yoga practice increase, according to feedback from Teacher Yu’s live broadcast room, after yoga practitioners study for at least six hours a day for a month, the length of practice depends on the yoga practitioners’ personal physical condition, and offline teaching can be carried out.

Therefore, we can build a multi-dimensional upward user growth system around the process of a yoga enthusiast growing from 0 to 1 to become a yoga teacher, use private domains to subtly reach users, and allow users to achieve a career while learning.

1. Vertical community + accumulation of public domain fans

Public domain fans attracted by video platforms tend to look for a place where they can exchange experiences in practicing yoga. When encountering difficult problems, there are instructors to consult, and when encountering interesting things, there are like-minded people to share. However, most yoga practitioners work alone, and rashly setting up a free communication community will increase operating costs significantly.

For communities of strangers, online yogis’ practice time is fragmented, and it is usually difficult to gather together for communication and interaction, and it is difficult to mobilize a community atmosphere.

By utilizing the fan circle tool of Qianliao Live Room and planning topics that yoga enthusiasts are concerned about, such as weight loss, shoulder, neck, waist, knee problems, body shaping, etc., we guide users to express their needs and interesting stories about practicing yoga, give them more interactions, and provide virtual or physical rewards to users who produce high-quality content.

With the help of fan circles, we deeply explore vertical users, sort out the pain points of most users, screen users with in-depth learning intentions, tailor online yoga solutions for users, accumulate valuable content, and retain public domain fans.

2. Training camp model teaching, putting offline high-quality content online

After the vertical community has been operating for a period of time, the number of users diverted from the public domain gradually forms a scale. In the process of operating the vertical community, yoga practitioners collect a large number of user needs and can then make some targeted solutions for online yoga practice.

Yoga is a sport that emphasizes connections between people, systems and continuity, and the training camp format is suitable for yoga enthusiasts.

Pocket Hot Mom Camp uses the low price of 9.9 yuan for postpartum slimming and body shaping training camp + physical products (yoga balls) to screen paying users and monetize the courses.

Yupinhui conducts training camp model teaching, putting the high-quality content of offline courses online. The mature curriculum system, strong interactive experience and emphasis on teaching practice ensure the ultimate learning delivery effect.

The training camp is combined with the community, and the current community size of Yupinhui has reached 10,000 people. The yoga teacher personally formed groups and supervised the campers' learning.

Training camp students who check in for more than 20 days can also receive a 100-yuan coupon for Yupinhui’s premium courses; and graduation certificates will be issued to more than 80% of students who complete video learning. It greatly improves students' activity, completion rate and repurchase rate.

3. Multi-dimensional community operation + precision marketing

After screening paying users with general needs from vertical communities, yoga practitioners can continue to organize the needs of other users and use WeChat live code tools (such as Yutang SCRM) to automatically enter different interest communities after users reply to keywords, conduct refined operations, and establish long-term links with users.

At the same time, teaching assistants are deployed to answer users' questions and naturally convert users to purchase online courses.

An example of a company that has done an outstanding job in online yoga content marketing is Yupinhui, which focuses on yoga, Pilates, sports rehabilitation and other industry courses. Within two years of establishing its live broadcast room on Qianliao, it has generated revenue of 2.3 million, gained 50,000 fans, has more than 10 courses with tens of thousands of students, and has established more than 100 student groups.

1) Community operation: interest stratification and consumption stratification

- Create "slimming" and "healing" yoga groups and further subdivide them

For users who are new to WeChat, Yupinhui's operating process is: users add the staff's WeChat, and with the help of operating tools, they will automatically reply to many types of communities, allowing users to choose to enter according to their interests and actual conditions.

There are groups targeting specific training needs, such as "weight loss group, health care group, healing group", and there are also groups like "XX teacher's fan club" that follow specific teachers to learn.

- Provide useful information and have experts answer fans’ questions, which leads to natural conversion

The overall community orientation of Yupinhui is practical. In the specific daily operations within the group, for each category of group, about three messages will be sent every day. In the morning, some learning knowledge will be sent, some interactive topics will be sent at noon, and some course recommendations will be sent in the evening. Some course recommendations will also be sent on holidays.

In addition to delivering valuable information, the teaching assistants will also take the initiative to initiate a topic to interact with students and create a positive and interesting learning atmosphere.

Based on the interest tags of users joining the group, operators will also add the parts of the body that users want to train and the duration of exercise, and provide users with tailor-made online yoga practice solutions.

After 1-2 months of trust-building contact and precise coaching, users will naturally convert and purchase online courses ranging from 99 yuan to thousands of yuan.

– Regularly disband old groups and create new ones to allow fans to participate in management

In community management, some old groups will be disbanded directly, and they will give active users the right to manage new groups, give them rewards, and let active users become members of the service team.

In addition, users who generate payments will be invited to join a more advanced membership group, the elite group.

- Social media fans as a foundation, feeding back to short videos and live broadcasts

In addition to daily learning, the Yupinhui community often uses Qianliao video live broadcast to conduct classes and practical yoga demonstrations.

For example, this series of classes called "Liu Xifang's Beautiful Breast Morning Exercises" has an average of one live broadcast every two days, which is presented in real time through live video, combining theory + practice + Q&A.

In the live broadcast room discussion area, an assistant will post diversion information to direct potential new students to the WeChat group for subsequent services and conversions.

The live broadcast events they release will first invite basic fans in the group to participate, and encourage fans in the group to forward to their Moments and other social platforms, thus becoming a force for the private domain to feed back to the public domain.

3. Growth: Build a rising user system to make users become business partners

1. Friend circle assistance: Yoga teachers are IPs, and they make friends with fans

External level: Through highly active texts, teaching processes, interesting learning experiences and professional tutorials, these contents are compiled and posted on WeChat Moments to establish the persona of the "Yoga Consultant", allowing users to feel that the person communicating with her is a real person who can be trusted in the professional field.

On the inner level, what is important is to create potential energy. Potential energy is built on the basis of users' recognition of you and is a necessary condition for gaining others' trust and dependence.

A person with high potential can influence many people.

Ultimately, through KOL (personality) + community + media (circle of friends), we can create a flesh-and-blood yoga teacher IP.

2. Build a rising user system: growth means mutual encouragement, and let fans become business partners

As mentioned earlier, it takes about 1-2 years to go from being a yoga practitioner to a yoga practitioner.

Yoga enthusiasts continue to improve, practitioners build an upward user system, and students go through training camps from beginner to intermediate to advanced levels, from paying students to core students to IP students, and finally become business partners.

This will feed back to yoga practitioners, continuously strengthen personal brands, and become a well-known yoga IP incubation organization.

Yupinhui has a promotion (class representative) team of hundreds of people, and this team is the main force in promoting the courses. This Double Eleven, the class representatives will be given a promotion reward of 50% commission.

Yupinhui has established the "Class Representative's Home" community, which releases course information and course coupons in a timely manner, and creates an atmosphere of mutual encouragement and promotion in the community. Promoters use social relationship chains to build their own student groups to help the live broadcast room acquire and convert customers.

IV. Conclusion

As competition in the online yoga industry shifts from price to matching course content with services, a new round of yoga enthusiasts are transformed into core students.

The cloud yoga market will usher in this round of rapid growth. While grasping the traffic growth points, we must also start from the heart and refuse to harvest on the fast lane.

Utilize cloud yoga to draw traffic from the public traffic pool, combine private traffic + multi-dimensional community operations to deeply explore user value, and high-quality yoga IP coaches turn users into offline partners and become members who adhere to user long-termism.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research