Core Insights - The book "The Fifth Consumption Era" by Miura Noboru categorizes Japan's consumption changes into five distinct eras based on over 40 years of empirical research, highlighting a shift towards consumer experiences that emphasize inner joy, simplicity, and sustainable happiness [4][5]. Group 1: Consumer Trends - The transition in consumer mindset is from standardized consumption to personalized adaptation, reflecting a deeper inquiry into the meaning of consumption in an aging society [10][12]. - The example of Curves, a gym chain catering to older women, illustrates this trend, achieving over 1,900 locations and a membership retention rate three times higher than traditional gyms by creating a female-friendly environment [13][14]. - Curves' success is attributed to its unique approach of eliminating mirrors to reduce body anxiety, offering shorter workout sessions, and optimizing space usage to cater to different demographics throughout the day [18][20][22]. Group 2: Product Trends - The shift in consumer purchasing behavior is moving from a focus on expensive luxury items to a preference for quality at reasonable prices, emphasizing the importance of cost-effective solutions without compromising quality [25][26]. - Muji's strategy of reducing unnecessary costs while maintaining quality exemplifies this trend, demonstrating that consumers are increasingly seeking value rather than just low prices [27][28]. - The rise of local brands like Miniso and Xiaomi reflects a growing consumer awareness of the "value for money" principle, aligning with the modern consumer's desire for practicality and affordability [30]. Group 3: Consumption Scenarios - The evolution of consumption scenarios from family-oriented to individual and community-focused reflects changing social dynamics, with a growing emphasis on local community engagement [31][32]. - The emergence of hybrid spaces like coffee laundries in Japan showcases innovative business models that cater to the needs of single individuals and families, blending various services to enhance community interaction [34][36]. - This trend towards creating walkable, community-centric environments is seen as a potential model for urban development, emphasizing the importance of local connections in modern consumption [36].

Group 1 - The Supreme People's Court has implemented a judicial interpretation regarding prepaid consumption, providing consumers with new rights to protect themselves against businesses that close suddenly or refuse refunds [1] - Consumers are advised to gather essential information about businesses, such as their name, address, and contact details, to facilitate future claims [2][7] - If a business closes and consumers cannot locate them, they can seek compensation from the venue owner if the venue failed to verify the business's qualifications [3] Group 2 - Consumers have the right to request refunds under specific conditions, including when businesses fail to provide agreed-upon services or relocate without consent [4] - Refund calculations differ based on the reason for the refund; if the business is at fault, consumers may receive a higher refund amount compared to refunds requested for personal reasons [5] - Businesses cannot impose excessive fees for refunds, and consumers can refuse such charges while seeking assistance from consumer protection organizations [6] Group 3 - Consumers should retain evidence such as contracts, payment receipts, and business licenses to support their claims [7] - Alternative dispute resolution methods, such as filing complaints with consumer associations or market regulatory bodies, are available for consumers who wish to avoid litigation [8] - The new judicial interpretation applies only to contracts signed after May 1, 2023, while contracts signed before this date are governed by existing laws [9]

Core Viewpoint - The article highlights the inspiring journey of Lu Yibei, a 50-year-old fitness coach who transitioned from being a full-time mother to a professional trainer, demonstrating that age should not limit one's aspirations and capabilities in pursuing a fulfilling career in fitness [1][9][25]. Group 1: Personal Journey and Transformation - Lu Yibei began her fitness journey eight years ago as a full-time mother, initially seeking to relieve stress through weightlifting [9][10]. - After two years of training, she obtained a national fitness coach certification and started working at a local gym [14]. - Despite being considered a "senior" coach, Lu Yibei maintains impressive fitness metrics, including a body fat percentage of 14.4%, a bench press of 50 kg, and a deadlift of 90 kg [1][8]. Group 2: Teaching Style and Impact - Lu Yibei conducts high-intensity mixed training classes, focusing on detailed instruction and adapting to the varying levels of her students [2][4]. - She has built a strong rapport with her students, many of whom are women over 30, and provides tailored guidance based on her own experiences [20][22]. - Her dedication to continuous learning and improvement has earned her respect and trust among her clients, as she consistently ranks among the top in her coaching assessments [16][18]. Group 3: Philosophy and Outlook - Lu Yibei believes that age is not a barrier but rather an asset that enriches one's life experiences and perspectives [18][25]. - She emphasizes the importance of strength training as a lifelong practice that can enhance quality of life, regardless of age or gender [24]. - Her story serves as a motivation for others to embrace fitness and pursue their passions without being constrained by societal expectations related to age [19][25].

Core Viewpoint - The fitness industry is experiencing increased attention due to government initiatives promoting health, yet Keep, a leading fitness platform, reported a significant increase in losses, raising questions about its profitability despite growing user engagement [1][2]. Group 1: Industry Trends - The National Health Commission announced a "Weight Management Year" initiative aimed at promoting healthy lifestyles over the next three years, aligning with previous plans to create a supportive environment for weight management starting in 2024 [1]. - The growing interest in fitness and health policies may lead to a surge in users for platforms like Keep, similar to the user growth seen during the pandemic [2]. Group 2: Company Performance - Keep's financial report for 2024 revealed a net loss that expanded by 59% compared to the previous year, despite an increase in user engagement and fitness participation [1]. - The company has significantly increased its R&D spending, particularly in AI, which is seen as a long-term investment to enhance its competitive edge [1][7]. Group 3: Competitive Landscape - Keep faces competition from social media platforms that offer free fitness content, raising concerns about user retention and engagement [3][4]. - However, Keep's structured and systematic training programs differentiate it from the fragmented content available on social media, positioning it as a provider of comprehensive fitness solutions rather than just content consumption [4][5]. Group 4: AI Integration Strategy - Keep is investing heavily in AI to enhance user experience and content production efficiency, aiming to transform from a content-centric model to a service-oriented model [8][9]. - The introduction of AI-driven features is expected to significantly increase the average revenue per user (ARPU) by providing personalized training plans and real-time feedback [8][9]. Group 5: Financial Outlook - Despite the increased losses in the second half of 2024, Keep's stock price remained stable, indicating investor confidence in its strategic direction towards AI [11]. - The company maintains a healthy cash flow and continues to see growth in membership subscription revenue, suggesting resilience in its core business [11].

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 - The meeting in Futian District aims to explore the application of digital RMB in prepaid consumption scenarios within the fitness industry, enhancing industry self-discipline and creating a safe, transparent, and sustainable consumption environment [1][4]. Group 1: Digital RMB and Consumer Protection - The fitness industry is crucial for public health and urban economic vitality, but issues like "easy to sign up, hard to get refunds" and "funds misappropriation" have raised concerns [4]. - The promotion of digital RMB in the fitness industry will allow consumer funds to be regulated by banks, ensuring that service fees are only released to merchants after consumer usage, thus preventing fund misappropriation [4][11]. Group 2: Industry Collaboration and Market Confidence - Leading fitness brands signed a "Prepaid Business Governance Cooperation Intent Agreement," demonstrating their commitment to industry standards and consumer trust [7]. - The initiative aims to shift the fitness industry from "price competition" to "service competition," fostering a positive consumption ecosystem [7]. Group 3: Regulatory Support and Sustainable Development - The regulation of prepaid operations is essential for maintaining market order and is seen as vital for the sustainable development of the industry [9]. - The promotion of prepaid regulation is intended to support mutual benefits rather than restrict businesses, encouraging a focus on service quality and compliance [9]. Group 4: Industry Reputation and Consumer Trust - The signing of digital RMB agreements represents an innovative attempt to standardize management in the fitness industry, enhancing industry credibility and rebuilding trust between consumers and merchants [11]. - Consumers have welcomed this initiative, believing it will significantly improve transparency and protect their rights, allowing them to "buy with confidence and use with peace of mind" [11].

多场景品牌矩阵是乐刻进入下一个发展阶段的重要布局。 本文为IPO早知道原创 作者｜ Stone Jin 微信公众号｜ipozaozhidao 在 2025年4月14日成立十周年之际，乐刻 正式对外发布其多场景品牌矩阵。 这意味着 ，乐刻正通过多品牌布局，构建和完善其运动健康生态，以满足更多元化、细分化的用户 需求。经过十年发展，乐刻现已在全国 40个城市拥有近2000家门店，平台累计注册用户数超1400 万。 乐刻创始人兼 CEO韩伟表示，"我们希望通过更精准的品牌定位，提供社会价值、创造优质产能供 给、提高产业效率，覆盖更多运动场景，满足更多消费者需求，让更多人动起来。" 乐刻联合创始人兼联席 CEO夏东 进一步 指出，多场景品牌矩阵是乐刻进入下一个发展阶段的重要 布局 ， "随着用户需求的日益细分化，单一品牌难以全面覆盖各类运动场景偏好，我们基于对趋势 的判断，近年来开始系统性地孵化和布局多个子品牌。" 本次发布的品牌矩阵，以用户基础较广的 "国民健身房"乐刻健身为核心，同时延伸出多个子品牌。 其中，高标准私教馆"FEELINGME"全国门店数已近400家，是乐刻旗下第二个实现规模化的品牌； 新兴市场综合 ...

乐刻平台累计注册用户数超1400万。 本文为IPO早知道原创 作者｜ Stone Jin 微信公众号｜ipozaozhidao 据 IPO早知道消息， 乐刻运动 于 4月14日 在其创立十周年之际，正式对外发布其多场景品牌矩 阵。 换言之， 乐刻正通过多品牌布局，构建和完善其运动健康生态，以满足更多元化、细分化的用户需 求。经过十年发展，乐刻 现 已在全国 40个城市拥有近2000家门店，平台累计注册用户数超1400 万。 乐刻联合创始人兼联席 CEO夏东 指出， 多场景品牌矩阵是乐刻进入下一个发展阶段的重要布局， "随着用户需求的日益细分化，单一品牌难以全面覆盖各类运动场景偏好，我们基于对趋势的判断， 近年来开始系统性地孵化和布局多个子品牌。" 本次 发布的品牌矩阵，以用户基础较广的 "国民健身房"乐刻健身为核心，同时延伸出多个子品牌。 其中，高标准私教馆"FEELINGME"全国门店数已近400家，是乐刻旗下第二个实现规模化的品牌； 新兴市场综合健身空间"闪电熊猫健身"已进入多个地级市；此外还布局了体能训练社区"FitTribe飞踹 运动"、专业瑜伽普拉提馆"YOGAPOD小瑜荚"、专业铁馆"LOVEFI ...

今年3月1日，上海出台了《上海市体育健身行业预付式消费经营活动监管实施办法（试行）》，针对纠纷重灾区——健身行业，推出预收资金限额、限 数、限期的标准。如今，新规落地已一月有余，消费者反响如何？商家又是如何应对新规？ 0:00 / 1:27 《上海市体育健身行业预付式消费经营活动监管实施办法（试行）》要求，经营者不得对同一消费者一次性收取或者变相收取： 金额超过5000元、时长超过24个月的会籍类预付款； 金额超过20000元、次数超过60次的课时类预付款； 金额超过5000元的储值类等预付款。 在走访中，不少健身行业从业者表示，新规让整个行业从"销售导向"回归"服务优先"，有利于重建消费者对整个行业的信心。 某健身企业负责人 罗思杰：健身行业规范了，所有的小伙伴才会感受到，健身房不是天天卖课，不是天天逼业绩，所以我觉得这是好事情。 某健身企业负责人 张哲瑜：现在首先需要去解决消费者信任的问题，如果消费者对这个健身行业是信任的，且有信心的，我认为他们会第一时间是先 愿意去消费。 主动提示健身卡预付款风险 推动资金存管落地 在《上海市体育健身行业预付式消费经营活动监管实施办法（试行）》中，除了核心条款——对预售 ...

Core Viewpoint - The rise of "female economy" is reshaping the consumer market as women increasingly express their needs and preferences, leading to the emergence of female-centric spaces in traditionally male-dominated industries like fitness, home decoration, and nightlife [2][3]. Summary by Sections Market Overview - The Chinese fitness market is projected to reach 675 billion yuan in 2023, with expectations to grow to 756 billion yuan by 2025, highlighting a significant shift in consumer demographics where women are becoming the primary consumers [2]. Female Participation in Fitness - Female consumers account for 55.41% of the fitness market, with a growing trend of women engaging in fitness activities, as evidenced by the increasing percentage of female users in personal training services [3][4]. Challenges Faced by Women in Traditional Gyms - Many women experience "gym anxiety" due to the male-dominated environment, with 46.6% reporting comments on their appearance, predominantly from men, which contributes to feelings of discomfort and exclusion [5][6]. Emergence of Female-Only Gyms - The demand for female-only gyms is rising as women seek spaces that cater to their specific needs, including equipment and classes designed for them, while also escaping the male gaze [7][9]. Business Models and Market Dynamics - Female gyms are categorized into two types: those serving only female clients and those with an all-female staff. However, achieving an all-female staff poses challenges due to the gender imbalance in fitness trainers [9][10]. Pricing and Consumer Behavior - Many female gyms adopt a premium pricing strategy, with personal training sessions costing 220-360 yuan, which is 10%-20% higher than regular gyms. This pricing strategy aims to attract a higher-end clientele but may deter some potential customers [13][14]. Industry Challenges - The fitness industry faces high closure rates, with 14.07% of gyms and 13.71% of studios closing in 2023. This reflects broader issues within the industry, including high operational costs and reliance on prepayment models [15][16]. Future Outlook - There is potential for growth in the female fitness market, but sustainable business models and a deeper understanding of female consumers' needs are essential for long-term success [16][21].