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].

Core Insights - The rise of "unmanned economy" is transforming various sectors such as gyms, study rooms, and convenience stores, allowing users to access services through their smartphones without staff interference [1][3] - Shared gyms and study rooms are adopting fully automated management systems, enabling users to book, enter, and utilize facilities independently, which significantly reduces operational costs and offers more affordable pricing [3][5] Group 1: Shared Gyms - Shared gyms operate 24/7, allowing users to access facilities at their convenience, particularly appealing to working professionals [1][3] - Daily foot traffic in shared gyms averages around 100 users, primarily consisting of young individuals who appreciate the flexibility of choosing their workout times [3] - The implementation of a dedicated WeChat mini-program allows users to check real-time occupancy and avoid peak hours, enhancing the overall user experience [3] Group 2: Shared Study Rooms - Shared study rooms provide a quiet and organized environment, catering to students and young individuals preparing for exams, with a focus on immersive learning experiences [5] - The self-service management model allows for better allocation of funds towards environmental maintenance and facility upgrades [5] - The pricing for these services typically ranges from 15 to 30 yuan per day, aligning with the consumption preferences of younger consumers who favor low-investment, flexible options [5] Group 3: Consumer Behavior - The emergence of unmanned spaces reflects a shift in consumer attitudes among young people, who prefer minimal interpersonal interaction and value personal space and control [5] - The convenience of online booking and payment systems resonates well with the "mobile generation," enhancing their comfort and freedom in choosing how to spend their time [5]