Keep product operation analysis

This article is a product analysis report of Keep. The author analyzes Keep from the aspects of market analysis, user groups, product functions, competitive product analysis, product iteration and future product optimization, and summarizes his own relevant thoughts and suggestions to share with everyone.

Keep is an APP that solves users' sports and fitness needs and has certain social attributes.

As a fitness enthusiast, I have been using Keep for nearly four years. Now as a novice product manager, I want to combine my hobbies and write a product analysis report for Keep.

• Product experience version: Keep v6.43.0
• Operating system: Android 10 EMUI 10.1.0

1. Market PEST Analysis

1. Political environment analysis

Driven by the policy of national fitness, my country has successively issued the "National Fitness Guidelines" and "Several Opinions on Accelerating the Development of Sports Industry and Promoting Sports Consumption" to vigorously develop the sports and fitness industry. Encourage innovation in the sports and fitness industry and increase policy support for the sports and fitness industry.

2. Economic environment analysis

In recent years, China's GDP has continued to rise, reaching 99,086.5 billion yuan in 2019. The per capita disposable income of residents has also continued to increase. As income increases, people's needs are not just the basic needs of survival, but also the demand for leisure, entertainment, sports and fitness is increasing. At the same time, the domestic sports and health industry is booming. In 2018, the total scale of the national sports industry was 2.4 trillion yuan, with an added value of 880 billion yuan. It is expected that the added value will exceed 1 trillion yuan in 2020.

3. Sociocultural Analysis

The overall social environment is very favorable for the development of the sports and health industry. Under the craze of national fitness, more and more people are pursuing a healthy and sporty life and spending on sports and fitness. At the same time, young people's pursuit of body shape has prompted a large number of development opportunities in the sports and health industry.

At the same time, due to the increasing pressure of life, longer working hours, fragmented exercise management and fast and convenient online guided exercise methods are very popular among young people. During the 2020 epidemic, the home-isolated lifestyle has led a large number of sports and fitness enthusiasts to turn to online collaborative fitness.

4. Analysis of technological development

There are a large number of wearable devices on the market that help people monitor their heart rate, calories burned, etc. Due to people's pursuit of scientific and convenient sports, the consumption of technological products has increased significantly. The continuous development of technology also provides a foundation for the development of online fitness models.

2. User Group Analysis

1. User analysis

In January 2020, Keep officially released the "National Sports Life Awards" data report, analyzing the sports behavior preferences of 200 million users on Keep, a social sports and fitness platform. According to statistics, the total cumulative exercise time of users on the Keep platform has reached 22.4 billion minutes, with an average of 4.64 exercises per week and an average exercise time of 20 minutes per session.

Among Keep's users, 90% are under 35 years old, and the proportion of registered users who are students is higher than that of office workers. It can be seen that the main user groups of Keep are college students and young office workers. Keepers' registration centers are mainly in Beijing, Shanghai and Sichuan Province. At the same time, the most active Keepers are concentrated in Beijing, Shanghai, Guangzhou and Chengdu. This shows that most users are concentrated in first-tier cities, which is consistent with the large number of college students and young white-collar workers in first-tier cities.

The number of female Keep users exceeds the number of male users and they spend more on fitness products than male users. On the one hand, in today's social environment, women's pursuit of thinness, health and beauty has reached a certain peak. On the other hand, the Keep platform provides a large number of yoga courses, dance courses, pregnancy and postpartum recovery courses, which attracts a large number of female users. In addition, as women's income continues to increase, they are more willing to invest in fitness and beauty.

The average monthly income of keepers is 8,000 yuan, and the proportion of property owners reaches 44.5% (excluding students with no income), which also shows that Keep users have a certain consumption capacity.

2. User Profile

Based on the above analysis, we can propose the user portrait of Keep:

From the above user portrait, we can see that:

• The main scenarios where keep users use keep are at home, in the dormitory, indoors
• Keepers are mainly located in first-tier and second-tier cities
• Keepers' main demand for keeping is that exercise can be convenient, fast and free.
• For users who have a certain exercise habit, the frequency of use will be higher, but for users who easily give up, they may give up after trying it once or for a few days.
• Keep's main user groups are college students and young office workers, who have relatively high education levels, relatively high incomes, and certain purchasing power.

3. Keep’s product features

1. Keep’s core features

(1) Exercise

As an online sports platform APP, the most core and basic function of Keep is to meet the users' sports needs. Keep's sports function bar is very complete, covering basic courses, running, yoga, meditation, walking, cycling, Keep bicycles, keep treadmills, keep walking machines, and the latest keepland. It meets all the users' sports needs, and at the same time, you can search for separate training for each part and movement in the search bar. And under these functions there are specific difficulty levels and training categories, suitable for athletes of different levels to choose from.

Taking basic running as an example, its functions include: 1. Displaying the user's cumulative running distance; 2. Selecting the type of running: fat-burning running, outdoor running, treadmill; 3. Selected running activities and running auxiliary training; 4. Displaying the running ranking of friends in a week.

Displaying the user's cumulative running distance can give the user greater self-confidence and make it easier for the user to share their running mileage, thereby allowing the product to be spread to a certain extent.

The selection of running types meets the user's diverse running needs, and different running types can record the current running data, speed, time, calories consumed and outdoor running routes. This allows users to see their exercise volume more intuitively and increases users' desire to share their running conditions. In addition, when displaying the running route, users can choose to see people running nearby, which increases the social nature of the sport, reduces the loneliness of running alone, and brings more motivation.

Featured running activities and running assisted training can help users more quickly understand the online and offline sports activities currently held by Keep and increase user participation. At the same time, auxiliary training for running can help users reduce sports injuries and recover after exercise. It is a very thoughtful reminder, which increases users' favorability, reduces users' course searches, and is more attentive and convenient.

The weekly running ranking of friends is displayed based on the mileage of their running. This ranking is displayed at the end of the page. First, it is not easy to cause disgust among short-distance running users. Second, it can stimulate some users who are willing to show their running mileage in the circle of friends to a certain extent. Frequently using Keep to record your running exercises is a way to increase user stickiness without causing user disgust.

Exercise is the core function of keep, and it covers a wide range of forms of exercise. Under each form of exercise, there are different types for users to choose from. Each sport has as detailed and corresponding training courses as possible.

Moreover, as Keep continues to grow and develop, more and more sports experts have joined Keep and provided corresponding training, attracting a group of fans of sports experts to become users; and Keep users can intuitively see their exercise volume during exercise, and after reaching a certain exercise time, the user's activity level can be increased by issuing badges.

(2) Training plan

Keep has had the function of training plans in the early stages of its development. The cycle of the training plan can be adjusted according to one's own needs, and the content of the training can be formulated after evaluating one's own fitness needs and the intensity of exercise that the body can withstand. The early training plans were free, but the current training plans can only be carried out after becoming a member.

The training plan is a very good feature. First of all, the training plan has a certain personality and is customized according to the needs of each user. Secondly, the training plan reflects the professionalism of keep. Users can have a certain understanding of their own bodies and can record their diet and analyze it. Finally, the training plan improves user stickiness. The duration of the training plan is mostly 4 weeks. During the 4-week period, uninterrupted exercise helps users develop good exercise habits and the habit of using keep to exercise.

(3) Keep Mall

Sports are different from other products. Sports ultimately require users to move. It is a combination of online and offline forms. In addition, with the increasing demand for sports professionalism and the continuous development of technology. Sports-related technology products and basic sports products are very popular. Good-looking and professional sportswear, sports bracelets that can monitor heart rate, dumbbells for increasing intensity, healthy and light meals, and other products all provide the basis for the establishment of Keep's mall.

Keep Mall sells health products centered around sports and health, and launches various promotional activities and Keep-exclusive styles from time to time. This exclusive customized style arouses the emotions of keepers, who exercise in yoga clothes printed with Keep, marking themselves as Keep users, which increases their sense of belonging and their emotions and pride in the product.

Keep has also established a brand alliance of "K-partners" and cooperated with many brands. By moving into the Keep mall, K-partners can obtain high-quality resources from Keep's integrated ecosystem, and Keep can also expand its brand marketing through in-depth cooperation forms such as brand licensing and cross-border win-win. Together, we will provide consumers with richer, higher-quality products and activities.

(4) Community dynamics

Keep's product positioning is a sports and fitness product with certain social attributes. Therefore, social networking is also a very important functional construction of Keep. However, this function is relatively simple in Keep. The homepage of keep displays the updates of members that the user follows, as well as some updates recommended by keep and the hot topics page set up by keep itself.

Most of the users who are into fitness and weight loss are happy to share their fitness results and methods, so the construction of keep's social functions is very reasonable. In addition, with the rapid development of short videos today, dynamic sharing with topics and videos is more conducive to users' dissemination and sharing.

2. Features

(1) keepland

Keep's basic functions are becoming more and more perfect. The most recently developed function is keepland, which is a project added under the sports function column to cooperate with offline gyms and fitness coaches. This function cooperates with offline gyms to provide users with some gym stores with different aerobics classes and time options, exploring a new model that combines online and offline sports and fitness, which can put online products into practice, and also seek a new development for current offline fitness venues to achieve a win-win cooperation model.

(2) Course review and joint online movement functions

Under each course of Keep, there is a comment and like column for the course, which guides users to evaluate the course and stimulates users' desire to share, recommend or complain about the same course. It can be seen that the comment "very tiring" under the courses with higher difficulty levels resonated with a large number of users, finding the collective emotional starting point of users. It is a very good way to increase the emotional connection between the product and users, while allowing users to establish connections, attracting each other's attention, becoming social friends, and strengthening the emotional connection between users and products.

Exercise is a boring and strenuous task for many people, so encouragement and companionship during exercise can increase people's enthusiasm for exercise. Keep does a very good job in the function of joint online exercise. When exercising, you can see how many people are exercising together, and you can click to send cheers and encouragement. This kind of online companionship method can eliminate the boredom of exercise to a certain extent, arouse the determination of users to persist in exercise, and increase user stickiness.

3. Product structure

Keep uses five navigation bars to build the functions of each page. Under each page, a vertical field project that can be dragged left and right is directly presented for sports training.

1. The "Sports" page displays the courses that you have recently practiced, as well as recommended courses and training that may be of interest, in the form of pictures and text information.
2. The "Mall" page includes the display of various products and promotional activities.
3. The "Community Updates" page contains updates that the user is following, recommended updates, and current popular updates.
4. The "Plan" page shows the current popular training plans, recommended training plans, and personalized training plans.
5. The "My" page displays personal information, related settings, personal sports data, health data, orders, etc.

The overall design style of keep is very simple, with white background and dark purple in some title bars and push bars. The slogan of keep when entering the page, "Self-discipline gives me freedom", conveys the concept of keep and is also very popular among users.

4. Competitive Product Analysis

Sports and fitness are becoming more and more popular among young people, which has also led to the emergence of a large number of excellent sports and fitness apps to meet users' needs for sports and fitness. So among these apps, how does Keep stand out, gain 200 million users, and maintain the activity of a large number of users? I will analyze Keep from the perspective of its competitive product functions. Here we select a representative sports and health product " Fit Fitness " for analysis.

1. Basic product information

2. Fit product function structure

Fit has four navigation bars: Discover, Plan, Training, and My.

• The "Discover" page is the main page presented to users when they enter fit, so it also displays the main and core functions of fit, namely course library, course topics, gold medal services and master classes. Among them, the course library and course topics are for ordinary users to follow directly for training, while gold medal services and master classes need to be purchased. At the same time, current activities and recommended items will be displayed on the discovery page to attract users.
• The function of the "Plan" page is very simple. It provides customized plans and gold medal services. To customize the customized plan, you need to open a fit membership. New users will receive a 7-day membership gift to help them experience and understand the benefits of customized plans, increasing the chances of new users becoming members. The gold medal service is similar to an offline gym, providing online training classes and online private training services.
• The "Training" page mainly displays the user's own training courses and duration.
• The "My" page is the user's personal center, which records the user's training data and health data. At the same time, the user can accumulate energy through training, enter the energy mall to purchase and redeem fit courses and membership cards of some video websites.

From the functional structure of fit, it can be seen that fit has relatively few types of functional settings for fitness exercises, and there are no outdoor sports functions such as running, race walking, and cycling. The functions mainly focus on fitness courses and customized plans, simulating the business model of offline gyms, providing users with training and personal trainers, demonstrating the professionalism of fit. At the same time, fit does not have an interface for friends to follow and share dynamics, so it does not have social attributes.

In the mall, fit only allows the purchase of courses and membership cards for some video websites, and the variety of products is relatively limited. Therefore, fit is mainly indoor sports and fitness, without social attributes, and focuses on professional and personalized fitness services.

3. Functional comparison

(1) Comparison of core sports functions

Fit's sports functions include courses and customized services. The page settings of Fit are not differentiated enough. Courses are displayed on the discovery and training pages. The difference is that all courses and self-training courses have a certain degree of repetition. In addition, Fit does not have outdoor sports functions such as running and cycling, and the classification of courses is not clear enough.

Keep has many sports functions, covering almost all types except ball sports. The classification of courses is very detailed, and you can choose according to the form of exercise, which is convenient and fast.

From the perspective of user experience, new users who have just entered the market will be confused about training. The professional course training in the course library will make users nervous and overwhelmed. Setting up certain categories and navigation can guide new users to gradually evolve from the types of sports they are interested in and the sports methods they are familiar with to professional-level users.

(2) Comparison of social and shopping mall functions

The product positioning of Fit is based on personalized customized fitness plans and high-quality gold medal services. Therefore, the functions of Fit are simple, the fitness professionalism is relatively strong, and it simulates the service methods of offline gyms. It does not have community pages and does not have social functions. The mall also mainly provides courses and fitness services for purchase.

Keep is a sports and fitness platform with certain social attributes. Keep provides friends to follow, dynamic sharing and hot topic pages, guiding users to post topics to the dynamics after the exercise. It has certain social functions and will also display the sports rankings among friends.

Given that young users born in the 1990s and 2000s have a relatively high emotional demand for products, sharing and social functions can help users maintain a certain level of activity and stimulate their enthusiasm for exercise and desire to express themselves.

In terms of mall functions, on the one hand, keep has established its own brand, with a wide variety of sports products and peripherals bearing the keep logo, including clothing, accessories, equipment, etc. On the other hand, through brand alliances, keep has also attracted a number of excellent brands to join, increasing keep's popularity and attracting a group of users of the original brands, establishing a good collaborative economic ecosystem.

(3) Comparison of personal center functions

Both the user personal center of Fit and the user personal center of keep display exercise data and health data. The difference is that the training records of fit are mainly based on the number of times, showing the number of training times per day, week, and month. In terms of health data, it can record weight and circumference to help users better understand their physical health.

The keep exercise data shows the total exercise time and the number of calories consumed this week. The display of health data is dynamic, with a display that shows a longer last recorded time to remind users that they have not recorded their body data for too long.

Fit has a "feedback" function in its user personal center, where users can provide feedback on problems and experiences they encounter based on categories. This helps the backend understand user needs in a timely manner, collect user opinions, and organize improvements.

To sum up, the product functions of fit are closely centered around professionalism and fitness. While meeting users' basic fitness needs, it also provides users with personalized customized training, gym-style training camps, and private training. Keep's functions are more extensive and constantly evolving, and it also has customized services. Currently, Keepland is combined with offline gyms to provide reservation services for private training and exercise classes.

Keep does a relatively good job in fitness social networking, with fitness sharing by sports experts, content produced by ordinary users, and a certain degree of topic and hot spot guidance, which makes fitness more fun and creates a sense of companionship in online fitness.

5. Keep’s iteration and future optimization suggestions

1. Keep’s Iteration Process

From this iterative process, we can see that keep is constantly improving its functions, adding membership systems, providing value-added services and achieving profitability based on the sports and fitness social mall.

2. Some suggestions for keep

Here are some suggestions for product iteration for Keep:

(1) On the community dynamics page of keep, users must click on the full text to see the comments below. One or two comments can be displayed appropriately to stimulate users' interest in clicking in and reading.

(2) During the period of explosive growth of short videos, the short video page of Keep was not displayed prominently enough, and it was mainly based on sharing pictures and texts. It is recommended to establish a special short video sharing page to help users share their own fitness movements and spread popular fitness movements on the Internet.

(3) It is recommended to open certain training plans and diet records to free users. Among competing products, some apps that specialize in diet records are provided free of charge. If diet records can be provided for free, it can increase user activity and make the functions of Keep more complete.

VI. Conclusion

As a sports and fitness platform with certain social attributes, keep has grown very rapidly. Its comprehensive sports training courses and various sports training forms are keep's advantages. But at the same time, as the product grows, how to maintain user activity so that users can continuously generate content while using keep is what keep needs to improve and think about.

I have been using Keep since 2016. As an in-depth user, I have accompanied the growth of Keep, and Keep has also witnessed my efforts. I have always been very happy about the growth of Keep. Now Keep has 200 million users and is constantly attracting sports experts to join and cooperate with brands to provide users with more and better experiences. I look forward to the future growth of Keep.

Author: Elaine

Source: Elaine