(Picture Source:Sogou)

Keep has a lot of highlights, and the story repeatedly told by the media is that, as a product with both fitness and social attributes, it took keep only 105 days to get 1 million fans from its launch to harvest 1 million fans, while on the 921st day, keep said its users were over 100 million. As a result, keep was once the darling of capital and industry, and Wang Ning was also a representative of post-90s entrepreneurial stars. In March 2017, Apple CEO Tim Cook also came to Keep, Wang Ning to give Cook a yoga mat with the number "80000001" printed with the number "80000001", meaning Cook is the 80th of keep. 000001 users. Keep has completed six rounds of financing since it was founded in 2014. In July 2018, keep received $127 million from D-round, led by Goldman Sachs, Tencent, GGV Capital, Chenxing Capital, BAI, etc., and keep has not announced any other financing since. "Keep is not a fitness app in my heart." "Keep is actually a lifestyle brand," Wang Ning said in an interview with 36 Kr in early 2018.

Some time ago, there was news that Mobile Fitness App Keep had slashed two or three hundred jobs, or even more. Shortly afterwards, Keep responded that online transmission of 300 people is not real data, this round of optimization actually accounted for 10 percent of the 800 people less than 15 percent. At the same time, Keepside explained: "for Internet companies, efficiency is life, optimizing talent structure and improving organizational efficiency is a necessary item for the long-term development of the company. Keep is in the stage of rapid growth, the business that has not been verified is closed in time, and the poor performance is optimized, which is a reasonable phenomenon of organizational adjustment and optimization." But we'll have everyone "The workers are well compensated, and they are very good, and I'd like to express our sincere thanks to them for their work in Keep, and I hope they will go well in the future."

In 2018, the Keep team chose to cover more scenes to create a more complete closed loop of fitness. Keep moved from App to the sports technology platform by connecting cities, homes and outdoor scenes. The four-year-old company, like an octopus, greedily extended its tentacles to eat, wear, use, practice: offline fitness space Keepland, intelligent hardware, light food. This ecological logic seems perfect, but these explorations face a severe test when the hematopoietic ability of the main industry has not yet been fully proved. Keep, who has always claimed that "self-discipline gives me freedom," is now throwing away "from." From ", start" self-discipline-unverified business, such as innovation business and exploration business, such as timely closure and optimization; at the corporate level, all departments start full staff optimization, among which technical and operating positions account for the largest proportion of the company's personnel.

Keep, founded in September 2014, is dedicated to providing one-stop sports solutions such as fitness teaching, running, cycling, making friends and diet guidance, equipment purchase, and so on. Lightness, foolishness, anytime and anywhere are the characteristics of Keep. At different levels, users with different needs can find video courses that meet their own needs and get relevant systematic guidance. For entrants, a lot of detours can be avoided, and scientific and humanized training mechanisms can help users to stick to them better. After training, you can "punch in" to indicate the completion of the one-day course and evaluate your training. According to this, Behavior data, Keep will analyze your fitness habits, constantly accurate algorithms, the best fit for your fitness program to you.

From the current point of view, the main sources of profit for fitness applications are the following four channels: advertising revenue, ecommerce platform revenue, private education value-added services, the development of online and offline events. In fact, in addition to advertising revenue, the other three profit models are almost in vain. However, different types of users have different tolerance for advertising, and the traditional and single profit method is more and more unable to meet the needs of users, which is why Keep tries to expand the new business model. In addition, the training content of most fitness applications on the market is much the same, each brand competes with each other and imitates with each other, resulting in the problem of content homogenization is very serious. User stickiness has also become a major challenge. So it's hard to cash in, it's hard to break through the profit model, and the content is homogeneous-these are the three mountains in front of Keep today, and the three mountains in front of all fitness applications. Perhaps only after walking through these obstacles, fitness applications can see the dawn of IPO.