△ Wang Zi, founder of miriyo class, made a product that can really solve the problems in the yoga industry.
Reporter | cloud map editor | the development speed of hedgehog yoga industry is far from keeping up with the popularity of “Yoga” in the market.
There are 40000 + Yoga halls across the country, and the key “appointment” link of most venues still stays in the excel table period; There are 70 million pan Yoga users in China, but there is no Yoga social platform on the market; The national yoga instructor exceeds 300 thousand people, but can only find jobs through official account.
The yoga industry needs digital upgrading.
Miliyo class is positioned as an integrated intelligent solution service provider for Yoga venues, providing SaaS solutions for intelligent class appointment, customer extension marketing, data analysis and other links.
Founder Wang Zi hopes to make a product that can truly solve the problems in the yoga industry and improve the digital ability of b-end users.
According to him, after b-end users used the smart service of milyo class, they generally had a significant improvement in operating efficiency, and once achieved the results of “new customer conversion rate increased to 30% and card renewal rate increased by 30% year-on-year”.
Since its official launch in January 2020, milyo class has covered 330 + cities, 200000 + C-end users and 2000 + b-end users without any paid promotion, of which paid users account for 34%- 01 – a decision that lasted five years.
Wang Zi was once the core executive of the Internet fashion luggage brand “Mai Baobao”.
In 2013, he left to start a business in the direction of e-commerce operation and software system development.
If there is no accident, he can have a smooth life in the “comfort zone” with his Internet practical experience accumulated from 0 to 1.
But when God opened a door for him, he also opened a “window” – as a marketing consultant for a yoga brand.
Relevant data show that China’s Yoga market has maintained stable growth since 2014, from 6.17 billion to 25.36 billion in 2017, with a CAGR of 60.18%.
However, although China’s Yoga market continues to expand, large venues with a single store covering an area of more than 500 M2 account for only about 10%, and the phenomenon of “many, scattered and weak” always exists.
In the first three years of a series of marketing planning for the Yoga brand, Wang Zi sorted out a more comprehensive understanding of the Yoga market.
He found that most of the owners of yoga clubs came from yoga coaches and lacked business operation thinking.
They had more traditional ideas in daily management and customer extension marketing.
In terms of user refined operation, they stayed in the excel table period, and even “beat their heads to make decisions”.
This traditional business thinking must be updated.
In the opinion of Wang Zi, who was born on the Internet, the high renewal rate is the profit basis of the yoga hall.
Using Internet tools to accumulate, analyze and operate users is the core “password” for the yoga hall to realize the high renewal rate.
In order to verify this, he tried all enterprise SaaS software for the Yoga market and dug out the pain points: first, the selling price of such products is between 4000-9000 yuan / year, and there is no other charging mode to choose, which is obviously not cost-effective for small and medium-sized venues; Secondly, most products are actually oriented to the gym scene, which is not completely suitable for the business logic of the yoga studio; Moreover, in the few SaaS software completely aimed at yoga studio scenes, its R & D logic is generally not rigorous enough, and the landing application effect is poor.
When analyzing this step, Wang Zi keenly realized that if a user-friendly SaaS software can cut into the Yoga scene from the just needed link, it may redefine this vibrant blue ocean market.
After some consideration, he focused on the important “appointment” link of C-end users.
In 2018, most yoga clubs still choose to arrange classes for users in wechat group or QQ group.
The key details of users’ practice status, habits, consumption ability and so on are mostly recorded orally or handwritten by front desk personnel, resulting in the lack of data precipitation and accumulation between users’ decision to arrange classes and users’ behavior, which can not provide data support for actual operation.
SaaS software is just an excellent carrier to precipitate user data.
At the same time, Wang Zi has created a relatively successful “experimental field”: the Yoga brand that has cooperated for 5 years has been expanded from 2 stores to 6.
Coupled with his mature software R & D team, he is confident that after jumping out of the “window” opened by God, he can firmly seize the opportunity of the blue ocean market.
At the end of 2018, Wang Zi established miliyao class, which is positioned as an integrated intelligent solution service provider for Yoga venues, providing SaaS solutions for intelligent classes, customer extension marketing, data analysis and other links.
– 02 – the epidemic period covers 330 + cities and 2000 + b-end users.
During the product R & D period, Wang Zi has decided that the SaaS products of miliyoke will not adopt the traditional “package” sales mode, but innovate the Internet value-added mode of “free basic functions and 699 yuan / year for value-added functions”.
First, it can alleviate the operation pressure of small and medium-sized Yoga halls.
For small and medium-sized yoga clubs that account for 90% of the Yoga market, the main purpose of digital upgrading may be to meet the needs of users for “appointment”.
Many yoga clubs do not need to go deep into user analysis and customer expansion marketing.
The course appointment function is free, which can not only reduce the cost of trial and error, but also cultivate their awareness of digital upgrading.
Second, it is conducive to small and medium-sized Yoga halls to break through the growth ceiling.
After using the “appointment” function for free, the internal business of small and medium-sized Yoga halls will become more organized.
With some simple and appropriate light operation strategies, the number of users will increase rapidly and new demands will appear.
At that time, b-end users will naturally change from the mentality of “no value-added services” to “urgent need for value-added services”.
Third, it can reduce the operation cost of large Yoga brands..