Keep user operation system

In the past two years, because of the epidemic, everyone has gained a lot of weight by staying at home, and the fitness craze has gradually swept every beauty-loving person. As an Internet fitness software, Keep has always been popular among fitness enthusiasts. The author of this article analyzes its user operation system and hopes it will be helpful to you.

1. KEEP business logic analysis

1. Background

“Self-discipline gives me freedom”, is it familiar? This is the slogan of KEEP company. I still remember the first time I saw the advertisement of KEEP was when I just graduated in 2015 and came to Beijing for internship. It was on a bus stop sign on the way to the company. That was the first time I knew about the company KEEP.

Judging from the Baidu Index, China's fitness craze began to gain popularity in May 2014 and 2015.

Since its launch in February 2015, Keep, a fitness app, has accumulated over 200 million users and more than 30 million monthly active users. In the process of accumulating users, KEEP accumulated 11 million users in 50 days, which impressed the entire industry. Starting from May 2016, it surpassed Gudong to become the second in monthly active users, and in early 2018 it surpassed Yuedongquan to become the first in monthly active users.

Keep was launched in February 2015, and completed its angel round and A round of financing within one month, and its A+ round of financing within two months. In May 2016, it completed a US$32 million C round of financing, and in August of the same year, it received a US$13 million strategic investment from Tencent in its C+ round. In July 2018, it completed a US$127 million Series D financing round. In May 2020, it completed a US$80 million Series E financing round with a valuation of over US$1 billion. In January 2021, KEEP again completed a US$360 million Series F financing round, and its current valuation exceeds US$2 billion.

After multiple rounds of financing and rapid user growth, Keep eventually surpassed Gudong and Yuedongquan to become a leading company in the fitness field.

2. KEEP company milestones (according to the official website)

3. User analysis

1) User scenarios created by KEEP

Living in a big city, I go in and out of various high-end office buildings every day. I usually work overtime and have no time to exercise. I want to use the fragmented time in the office to exercise or go home to exercise at night. (Main user groups)

Students who have time but not money, who desire scientific fitness but do not have the money to hire a personal trainer to go to the gym, and who desire to receive scientific guidance in the dormitory or on the school playground. (Main user groups)

Looking at the rising numbers on the scale, he looked worried and lost. I want to lose weight and exercise but I don’t know where to start. On the one hand, I’m worried that I won’t lose weight, and on the other hand, I’m worried that bad exercise will harm my body.

Looking at other people's slim bodies, beautiful faces, strong muscles, and handsome faces, I am a fitness novice who doesn't know how to exercise.

2) Keep’s target users

According to the latest data released by Keep, among Keep's users, female users account for 58.5%, male users account for 41.5%, and users under the age of 30 account for 76%. It can be seen that the main users of KEEP are young people.

Nowadays, young women have higher requirements for their figure and appearance, with weight loss and body shaping as their main goals. On keep, we can see fitness tutorials carefully prepared for women, such as: good morning yoga, temperament yoga, therapeutic yoga, fat burning buttocks cycling, fashion hot dance, good night yoga and other courses. In addition to fitness courses, there are also corresponding diet packages and sports and fitness supplementary foods.

Today's young men are also beginning to pursue their own body shape and appearance, and they are working extra hard to get eight-pack abs. KEEP has provided muscle-building courses for male users in the app, including sweat-inducing fighting, abdominal muscle tearing, and belly elimination.

3) Keep’s fitness categories

Keep is more user-friendly and can match courses to users' fitness needs based on their goals, content categories (fitness methods), body parts, stages, duration, specific movements, popular needs, suitable groups, and venue time limits.

• Goals: fat loss, body shape change, muscle gain, health maintenance, relaxation, sports rehabilitation, and ability improvement;
• Content categories: fitness, yoga, aerobics, running, meditation, dance, fighting, Pilates;
• Parts: whole body, abdomen, waist, legs, arms, buttocks, back, chest, neck, shoulders;
• Stages: zero basis, elementary, advanced, intensive;
• Duration: 1 week, 2 weeks, 3 weeks, 4 weeks or more;
• Action specific: zero noise, no equipment required, no jumping;
• Suitable for: women, men, students, overweight, postpartum mothers, menstrual period, underweight, office workers, middle-aged and elderly people;
• Venue restrictions: home, outdoors, dormitory, office.

Since everyone's needs for exercise are not single, you can make multiple selections based on the above content. The app will recommend appropriate exercise courses and plans based on the selections.

Among the courses and plans recommended by the system, Keep has launched corresponding paid membership mechanisms and paid courses to realize monetization.

Includes members-only courses.

4) User portrait

Keep released the "National Sports Life Awards" data report in January 2020. Keep is a sports and fitness platform with social attributes. There are about 200 million active users on the platform. Keep conducted data analysis based on the sports and fitness behavior data of these 200 million+ users.

According to the statistical analysis of the data,

The total cumulative exercise time of users on the Keep platform reached 22.4 billion minutes;

Burned 131.1 billion calories;

The total running mileage is 740 million kilometers;

The social interaction content reached 800 million words.

The average number of exercise sessions per week was 4.64, and the average duration of each session was 20 minutes;

On average, keeper users exercise about 4-5 days a week, for about 20 minutes;

The general exercise time is between 20:00 and 23:00, accounting for 62.2%;

Abdominal muscle training courses are popular among keeper users.

Users of Keep are divided into three categories: students, office workers, and the elderly. Among them, all three types of users showed great enthusiasm for fat loss, but for other needs, each user has different focuses. Students prefer body shaping and muscle gain, office workers have needs for health, body shaping, and muscle gain. The sub-health of office workers is now more serious. Fitness can change health status and also shape and gain muscle. The elderly are more inclined to health, and exercise makes the body stronger.

Among them, 71.6% of keepers use the social attributes of keep to make new friends or to form groups with friends.

Young people focus on fat loss and body shape changes

Compared to last year, dancing has increased by 65% ​​(due to the rise of short videos, such as Tik Tok, Kuaishou, and Video Accounts). Artistic skills that used to have a barrier to entry have become easier to learn in the Internet age.

A total of 26,605 people exercised every day on Keep throughout the year;

Constantly challenging oneself is also a spirit. 73% of users on Keep have challenged Keep's new courses and new sports experiences.

Among them, the average monthly income of keepers is about 8,000 yuan, and 44.5% of users own real estate, which shows that the core users of keep are white-collar workers and above in cities, with certain consumption capacity;

The new generation born after 90s and 00s prefer to invest in themselves in sports and fitness;

Girls spend more than boys, and girls care more about their body shape and appearance;

Among them, bracelets, chicken breast, and body fat are at the top of the consumption list, indicating that young people today attach great importance to healthy exercise, healthy diet, and body management.

Based on the above user data behavior analysis, we can propose the user profile of Keepers:

Summarize:

Keep users are mainly divided into: students, young office workers, and the elderly

Main usage scenarios: school dormitories, outdoors, offices, homes

Users are mainly concentrated in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, as well as emerging cities and second- and third-tier cities

In contrast, some users like sports and fitness and have a higher stickiness to Keep. For students and office workers, there may be a risk of interruption due to work and study.

Professional fitness guidance can be provided for sports beginners

5) View the business logic of Keep from the homepage of Keep

front page:

The keep homepage will intelligently recommend corresponding long-term training courses based on the user's past exercise data to increase user retention and activity

Keep’s homepage will recommend some KOL fitness teaching videos and Keep’s official live classes, allowing users to connect directly and increase user activity. Of course, Keep will also add the most important fitness functions to the homepage, such as live classes. Users who want to follow the live classes need to pay or recharge their membership.

Live classes: Keep initially charged separately for the number of sessions and membership. Users can purchase a corresponding number of live class viewings and practice following along. The benefits of live classes have now been included in membership benefits.

Community:

I worked at Keep for a while before, mainly responsible for Keep's community operations. Keep started to build its own community in 2017.

At the beginning, Keep divided the community into several categories such as fitness experts and diet, which made it easier for users to search according to their favorite content. Now Keep divides the community into: follow, featured, circle

Follow: KOL users or other fitness experts that the user follows

Selection: Keep has formed its own review team to screen the fitness, diet and other information sent by users every day, and select the best quality content for recommendation based on the standards.

Circle: A group with a theme. Everyone can join the corresponding group based on their preferences and favorite content.

Plan: In the plan, users can view daily activity calorie consumption data and intake data. The relevant data here requires recharging VIP membership to enjoy. It also contains recommended related sports based on user behavior attributes and sports tags. Make accurate recommendations (to attract users to recharge paid memberships)

There are free courses and paid courses.

Mall: Keep now not only has paid fitness courses, but also paid products such as fitness food, fitness clothing and equipment.

Product categories are planned around three categories: "fitness food", "smart hardware" and "sports equipment"

The advantages of the product are that it is the same as the course - solving the customer's itch, self-operated brand - quality is guaranteed, and 7-day return and exchange - worry-free purchase

The "Shopping Cart" and "My Store" floating buttons are set separately in the lower right corner, but not in the "My Page" section.

The resulting business logic is illustrated in the figure below: provide personalized recommendations based on different users' different fitness needs, meet users' essential needs, and make users willing to pay; monetize the value of users through a membership system + paid courses; and by exploring the value of users, increase paid monetization of peripheral products such as sports, and further enhance user value.

2. Keep user operation incentive system

The "Home" Tab mainly carries the attributes of attracting and retaining new users and users. The content presented is based on the basic information filled in by the user when registering or the previous exercise information, and intelligently recommends exercise courses and exercise modules as well as the sharing content of KOL users/celebrity;

"Community" Tab Function

The latest version adds "My Follow" which is mainly a social attribute for users to browse people they are interested in.

Selection mainly carries the content shared by KOL/KOC and content producers and the user social retention function;

The nature of a circle is similar to a community. You can join a group that you are interested in and encourage each other, such as running.

The "Plan" Tab mainly carries the user's fitness plan, diet plan, daily consumption and calorie supplementation on the platform, guiding users to eat and exercise scientifically. Keep recommends scientific and reasonable fitness courses and daily calorie supplements for users who have not set a plan based on the user's completed physical examination and other information (can be changed according to your own situation)

The role to be played: member user conversion and user activity and paid activity plan (main monetization module of keep member products, paid courses, and paid activities);

The "Mall" Tab function mainly carries the sports diet food, fitness food, healthy meals, equipment, and smart devices provided by Keepers (it is the key module for Keep product monetization);

The "My" Tab combines my personal data, courses and plans I have participated in, and includes various user incentive systems (badges, sports levels, etc.).

Keep builds a comprehensive fitness user ecosystem by providing users with systematic professional guidance on fitness, weight loss, health maintenance, sub-healthy exercise, etc., and providing users with corresponding fitness equipment, diet, etc. Currently, keep has covered online and offline channels. It provides fitness guidance online to urban white-collar workers who do not have time to go to the gym, and sells offline fitness courses through offline KeepLand gyms, thus building a commercial monetization model for keep.

1) Definition of Keep user life cycle and value growth ladder

In terms of user types, Keep users can be divided into: passerby users, novice users, content/service consumption users, content creation users, and consumer shopping users. The same real user may play multiple product user roles in the product.

2) Keep community user stratification

Users of Keep community business module correspond to content consumers and content producers, and it is appropriate to use the pyramid model for user stratification.

From KEEP's certification system, we can see that keep first divides users into individual/institutional users and field experts, corresponding to different user growth systems.

Among them, identity authentication is divided into personal authentication and institutional authentication, which correspond to different user needs. Keep can cooperate with keep in personal authentication and as an enterprise.

Field Expert Certification

From Keep's user authentication instructions, we can see that Keep divides experts into two categories: identity authentication and field experts.

1. Identity authentication from top to bottom are [public tasks, industry experts (KOL/KOC), official accounts of enterprises or organizations.

2. Field experts are high-value/high-quality users in a certain fitness field.

User Level Explanation

3) Keep level growth system (latest)

4) Medal Incentive System

Keep's badge system is relatively large and is mainly divided into three parts: milestone events, amusement park, and keep amusement park

The following pictures show the milestone and amusement park badges:

Note: Some data refer to Zhihu

Author: hann'gZ

Source: hann'gZ