Core Viewpoint - The emergence of "Jiuhui" gym, offering a low-cost fitness model at 3 yuan per hour, is disrupting the traditional high-end gym market in Shanghai, attracting a younger demographic seeking affordable and accessible fitness options [1][3][5]. Group 1: Business Model - Jiuhui gym has maintained its 3 yuan per hour pricing for seven years, eliminating membership cards and allowing pay-per-use access, which contrasts sharply with traditional gyms that rely on annual memberships and personal training sales [3][5][9]. - The gym operates on a model that minimizes costs by avoiding sales personnel and offering basic equipment, thus keeping operational expenses low [23][25]. - Jiuhui's unique approach has allowed it to expand rapidly, opening over 20 new locations in 2022, even as the fitness industry faced challenges [15][29]. Group 2: Market Positioning - Jiuhui gym's strategy focuses on community-based locations, often situated near residential areas or workplaces, making it convenient for users to integrate fitness into their daily routines [15][30]. - The gym's pricing and no-commitment model have alleviated the psychological burden on users, encouraging more frequent visits and fostering a loyal customer base [13][19]. - The gym's success has sparked interest in community fitness centers across China, with similar low-cost models emerging in various regions [34][36]. Group 3: Consumer Behavior - The shift towards affordable fitness options reflects a broader trend of moving away from elitist perceptions of gym culture, allowing for a more inclusive environment where individuals of all backgrounds can participate [38][40]. - Jiuhui gym has effectively addressed common consumer concerns about gym reliability and value, positioning itself as a trustworthy alternative in a market previously marred by prepayment scams [5][36]. - The gym's environment promotes a focus on fitness for health rather than social status, appealing to a demographic that values practicality over luxury [45][48].

不浪、不作、不膨胀 作者 丨高珮莙 如果仅从两位创始人的个性观察，中国运动健身连锁品牌"乐刻"呈现出两种截然不同的气质。 创始人韩伟是个不折不扣的理想主义者。创办乐刻，是为了实现全人群、全场景、全覆盖的运动平 权。投入资金做AI辅助的居家健身品牌LITTA，是为了让偏远山区的人和年纪更大的人，也能以尽 可能低的价格拥有更好的身体机能。 他甚至"异想天开"地提出要把高尔夫的价格打到99元，因为数字太离谱，被团队集体"摁住了"。 最终的十周年发布会上，韩伟还是宣布："我希望让中国每一个人都可以花99打一场高尔夫球，花99 坐一次游艇。""再有几年时间，我们一定把这个事打透，一定实现高尔夫平权。" 他喜欢用"一定""最好""所有人"这样的词和刻意加重的语气，来强调自己的决心。 而联合创始人、联席CEO夏东恰恰相反，理性、精密，不确定的市场，先投石问路；商业模型没跑 通，迅速纠偏；运营细节出错，及时调整。他表达逻辑清晰，对每一个数字熟稔于心、信口拈来， 但如果要喊口号、立flag，一定是慎之又慎。 在实现"百城万店"目标的路上，不亏钱，比什么都重要。 乐刻埋头"搬砖"的十年，恰恰是中国健身行业风起云涌的十年。新业态不 ...

Core Viewpoint - Lei Jun's fitness activities and social media presence serve as a strategic endorsement for Xiaomi, indicating the company's potential entry into the fitness industry and the impact on traditional gyms [3][10]. Investment in Fitness Sector - Xiaomi has invested approximately 15% in "AIDONG SPORT" (also known as "LeYuan Network Technology"), which offers an app for fitness course reservations and utilizes big data and AI for user fitness analysis [5][11]. - The fitness group classes are a key offering of "AIDONG SPORT," similar to the successful model of "LeKe Fitness," which has opened 1,700 locations across China [7][11]. Market Dynamics - The fitness content market in China is projected to grow from 2.985 billion to 10.475 billion yuan between 2022 and 2027, highlighting the increasing demand for fitness services [11]. - Traditional gyms like "Yijia Weide" and "Weier Shi" are facing decline, indicating a shift in consumer preferences towards more innovative fitness solutions [11][12]. Competitive Advantage - Xiaomi's brand influence and cost advantages in the fitness equipment supply chain position it well to disrupt the fitness industry [13]. - The integration of smart fitness devices with Xiaomi's ecosystem allows for seamless user experience and data tracking, enhancing customer engagement [8][10].