Nowadays, the fast pace of life and the fragmentation of time have made people more lazy. In this case, yoga, the “softest exercise”, has become an interpretation of exercise, which promotes the development of the yoga industry and the emergence of many yoga studios and yoga platforms, daily yoga is one of them.

Yoga market development space, daily yoga decisively

Data from the white Paper on Yoga Consumption in 2016 shows that the compound growth rate of the yoga industry in China has reached 58.3%, and the market size has exceeded 40 billion yuan. These data show that yoga is deeply loved by people in recent years, its development speed is accelerating, and there is a lot of space for development. Of China’s more than 700 million Internet users, about 20 percent have searched for information about yoga, and the number is still rising.

Daily Yoga, which was launched in 2012, obtained angel round financing of 10 million yuan from the competitive world in 2014. In early 2016, the pre-A round of financing of tens of millions of yuan was obtained. Recently, it obtained the first round of financing of 60 million yuan from Orchid Asia Investment. Today, daily yoga has more than 40 million registered users worldwide, an increase of more than 30% year on year, and users cover more than 200 countries and cities around the world…

Wake, which was launched in 2015, received 4 million yuan angel round financing at the beginning, 15 million yuan pre-A round financing from Huachuang Capital and Huayong Capital in July 2016, and 20 million yuan A round financing led by Oriental Fuhai Fuhai Shenwan Fund at the end of the year. After a year and a half, Wake has more than 5 million users, making it a major player in the yoga industry…

In addition to Daily Yoga and Wake, there are platforms such as Yoga.com, Little Black Dress Yoga and Orange Yoga, which together build the yoga industry. With the gradual rise of yoga heat, the competition between various industries also gradually opened the prelude. In this case, what happens to daily yoga?

Based on the knowledge of overseas users on yoga is more mature than that in China, and the acceptance ability of foreign payment mode is relatively better than that in China. Before 2015, daily Yoga mainly launched a charging mode for overseas customers, while it mainly aimed at obtaining more user resources for domestic customers. Until 2016, daily yoga in China also opened a charging model, and realized profit in the same year. Data show that in 2017, daily yoga sales reached tens of millions of yuan, more than three times the business volume of 2016, paying users have reached hundreds of thousands of people, and foreign users who buy courses return rate has been more than 50%, daily yoga has fully realized profit.

In 2017, The first offline yoga studio of Daily Yoga was launched and the online and offline operation mode began to be launched. In addition, it has established connections with PC terminals and smart TVS to further expand the market. It is reported that by the end of 2014, daily yoga has been implemented in 700,000 households through smart TVS. In December 2016, Daily Yoga was upgraded to TV version again, further entering the home market…

However, according to the 2017 Q4 and Annual Mobile Internet Industry Data Research Report released by Aurora Big Data, the top three market penetration rates in the sports and fitness field are Keep, Yuebuhuan and Jelly Bean Square Dance, while daily yoga only ranks ninth with a market penetration rate of only 0.2%. Visible, the development of daily yoga is not plain sailing.

Surrounded by the outside, there is no internal “burst point”, daily yoga difficult to break the bureau

It is understood that last year, the annual sales of daily yoga has reached tens of millions of levels, and the business volume is three times as much as in 2016, the platform has achieved comprehensive profits, but also means that the development of daily yoga in the yoga industry is in a rising trend. But that doesn’t mean daily yoga can rest easy. There are still a lot of pain points behind it that are difficult to solve.

First, the blue ocean of yoga industry attracts many capitalists, which leads to the chaos of the industry market and the tendency of brand mediocrity. Today, yoga is still a blue ocean in China, but because there is no standardized operation model in the yoga industry, it is difficult for enterprises to penetrate deeply into the yoga market. And due to the lack of personalized development of the platform, the whole yoga industry presents a “mediocre sense”, which is difficult to form a burst point.

Second, daily yoga users mainly serve “female users under the age of 24”. According to the data released by Analysys, most of the daily yoga users are female, accounting for 95.66%, while male users only account for 4.32%. The proportion of male and female users is seriously unbalanced, and the users are mainly under 24, accounting for 45%. Daily Yoga’s positioning to users is not conducive to the expansion of user market scale.

Moreover, the cognition of yoga in China is not as good as that in foreign countries. In foreign countries, the yoga industry has begun to mature, while the domestic yoga industry is not mature, and it will inevitably encounter various problems in the development. In operation, the product content is basically similar, the product differentiation of enterprises is not big, the advantage is not obvious. Daily Yoga lacks barriers for other platforms to copy it, and users are easy to turn to other products.

Thirdly, when major yoga enterprises are still implementing the “money subsidy”, Daily Yoga has begun to implement the payment mode on a large scale, which makes daily Yoga insufficient to compare with other yoga platforms in terms of user drainage. For overseas users, because they have good payment habits, the payment mode promoted by Daily Yoga is highly accepted. However, for domestic users, because they have not developed good payment habits, compared with daily Yoga, people are more willing to choose yoga platforms with lower prices.

Although daily yoga such payment model can make the platform to make a profit in a short time, but in an age of yoga industry rise gradually, in the hands of a large number in the competition of “price war” in, daily yoga practice leads to platform the user on a large scale at the beginning of a difficult to drainage, missed the user resources advantage.

With the competition of enterprises, the scale of yoga industry is constantly expanding, to a certain extent, it also brings a lot of pressure to daily yoga. At present, daily yoga in the domestic and overseas market development as a whole looks good, but in order to maintain the momentum of rapid growth or need to remove its dregs, continuous innovation.

How can daily yoga overcome problems and achieve great results?

In 2016, driven by the Internet, the yoga industry has gradually undergone qualitative changes. On the one hand, traditional yoga institutions began to seek integration with the Internet for common development, exploring O2O model; On the other hand, driven by capital, a large number of “outsider Internet people” have also begun to enter the yoga industry and stir up the storm in the yoga industry.

Nowadays, with the strengthening of people’s concept of fitness and self-cultivation, the yoga industry has developed. Daily yoga with a complete training system and high-quality training courses has won the favor of many users. But daily yoga to further expand the market scale, have more market share in order to better development in the yoga market, we have to solve a series of problems.

First of all, the whole age is the key for the yoga industry to expand the size of the user market. Daily yoga main service users are white-collar women, although the current yoga market is dominated by young female users, but with the advent of yoga boom, male users will also become yoga’s potential user market. Nowadays, no matter what industry, users are the basis for the survival of enterprises, and daily yoga users are mainly concentrated in the stage below 24 years old, and there are few users of other age groups. Therefore, expanding the scope of enterprise service users is an urgent problem for daily yoga to improve.

Secondly, “money burning subsidy” is not a good solution, but in a short time, this simple and crude “money burning method” can bring a large number of users to the platform, increase the platform to the user drainage efforts. Daily Yoga started the payment model and e-commerce business at the very beginning, which is too commercialized and inevitably gives users an idea of daily yoga winging money and brings bad user experience. Of course, it is not to implement the “money burning subsidy” mode of daily yoga now, but to properly carry out some activities and concessions for different course stages. After all, in the development of enterprises, in addition to profits, they should also pay attention to improve the brand reputation effect, which is conducive to the expansion of enterprise scale.

Finally, as more and more capital enters the yoga industry, the difference between Daily Yoga and other platforms becomes smaller and smaller. In order to increase users’ stickiness to the platform and improve its brand influence, it is a good choice to create personalized products. Today’s yoga platforms are all the same, and in this case, there is some randomness in the choice of platform. Therefore, the key to the development of yoga enterprises is to create high-quality products and emphasize the individuation and difference of the brand.

In a word, nowadays yoga industry is attracting more and more attention. If daily yoga wants to stand firm in many brands and have further development, it needs to solve problems such as product differentiation and unreasonable positioning, and at the same time, it needs to create personalized products and expand the scope of user services. In the face of more and more entrants, internal, should form defensive barriers, their own upgrade; Externally, we should see the direction of market development and improve our external attack ability. Only in this way can daily yoga continue to move forward.

Liu Kuang, meditation on the Internet, wechat official account: Liukuang110