超级猩猩回应多地闭店：“关旧开新”结构优化

Core Viewpoint - The recent closure of multiple stores by the fitness brand Super Monkey has raised concerns in the market, leading to speculation about brand contraction and a cooling fitness sector. However, the CEO clarified that the closures are part of a normal adjustment process and that the brand plans to open significantly more new stores than it closes by 2025 [1][2]. Store Adjustments - Super Monkey plans to close 15 stores by 2025, all due to lease expirations, while simultaneously opening 61 new stores, with 51 already operational and 10 under renovation [2][3]. - The closures are primarily for regular upgrades or expansions, with only 3 stores closing due to decreased consumer traffic in their areas [2]. - For example, in Beijing's Wangjing area, one store was closed while three new ones were opened, enhancing the total to five locations with upgraded facilities [2]. Quality and Size Improvements - The average size of new stores is increasing from 300 square meters to approximately 450 square meters, allowing for better course offerings and user experiences. Flagship stores in Shanghai and Guangzhou have reached 1,000 square meters [3]. - The closures in Fuzhou and Xiamen are linked to a trial of a store-in-store model and are not indicative of the brand's overall business health [3]. Strategic Shift - In 2024, Super Monkey will introduce a new joint venture model to share resources with existing gyms, reducing expansion risks and focusing on high-quality growth in core cities [3][4]. - The brand's target demographic is primarily elite white-collar workers, necessitating high standards for location and facility quality [3]. Historical Context - Founded in 2014, Super Monkey initially disrupted the traditional gym model with a pay-per-use system and has since evolved into a community-focused operation [5]. - The brand experienced rapid expansion, growing from about 30 stores in 2020 to 243 by 2022, but the pandemic forced a reevaluation of its aggressive growth strategy [5][6]. - The founder acknowledged that the original "10,000 stores in ten years" plan was based on a different market environment, emphasizing the importance of stability over speed in current conditions [6]. Industry Trends - The fitness industry is witnessing a shift from scale competition to quality competition, as exemplified by Super Monkey's strategic pivot and similar adjustments by other brands like LeKe Sports [6][7]. - LeKe Sports has also reduced its number of low-efficiency stores and is focusing on high-quality service offerings to differentiate itself in a competitive market [7].