Core Insights - Keep has signed table tennis world champion Sun Yingsha as its brand ambassador, marking a strategic shift in its branding approach since signing celebrity Yi Yangqianxi in 2021 [1][3] - This partnership reflects Keep's transition from fitness tools to a comprehensive sports platform, leveraging AI technology and celebrity endorsements for sustainable growth [3][10] Brand Strategy - The choice of Sun Yingsha as a brand ambassador indicates a balance between short-term performance and long-term strategic positioning, moving from "traffic stars" to world champions [4] - Sun Yingsha's commercial value is recognized by multiple brands, showcasing her strong consumer influence and purchasing power [5] Sales Performance - Sun Yingsha's endorsement has led to significant sales achievements, such as a record-breaking online sales of over 20 million yuan on the first day of her announcement with Xiangpiaopiao [7] - The "champion model" has resulted in a surge in consumer demand, contrasting with the overall industry slowdown [7] User Engagement - Keep has created a complete user experience loop around Sun Yingsha's endorsement, including interactive events and tasks within its app [8] - The launch of the "Sun Yingsha x Keep" series attracted 78,000 participants on its first day, setting a record for daily calorie contributions [10] Financial Performance - Keep's "medal economy" has become a significant revenue stream, with a 370% increase in paid content revenue through virtual sports events [11] - The company achieved its first profitability since 2019, with online membership and paid content revenue surpassing its own sports products for the first time [11] Market Challenges - Keep's journey to IPO has faced challenges, including a decline in share price and difficulties in market validation of its business model [12] - The company has experienced a decrease in active users and subscription rates, indicating potential issues with user retention and engagement [13][14] Business Model - Keep's diversified approach has led to diminishing returns, as it struggles with competition in hardware and consumer goods without strong supply chain advantages [15] - The reliance on marketing for growth has resulted in rising customer acquisition costs, while loyalty and repurchase rates remain low [15]