Core Insights - The article discusses the aggressive pricing strategy of the emerging fitness brand Savage, which launched a promotional package allowing users to access 10 group classes for only 12 yuan, significantly disrupting the fitness market [1][5][20] - This pricing strategy has led to a surge in interest and participation in group classes, with many users from other fitness brands and even non-gym-goers trying out Savage's offerings [7][10] - The competitive landscape in the fitness industry is shifting, with established brands like Super Monkey and LeKe struggling to keep up with Savage's aggressive tactics, leading to a potential crisis for these brands [8][11][20] Industry Dynamics - The launch of Savage's promotional package coincided with the Double 11 shopping festival, a time when many fitness brands typically offer discounts, but Savage's offer was unprecedented in its depth [4][8] - The fitness industry is experiencing a significant user migration, with Savage attracting members from various other fitness brands, indicating a potential shift in brand loyalty and user preferences [7][10] - The article highlights the ongoing challenges faced by traditional fitness brands, including high competition, user retention issues, and the need for differentiation in a market where course offerings are becoming increasingly homogeneous [14][20] Market Trends - The article notes a growing trend towards low-cost fitness options, with consumer behavior indicating a sensitivity to pricing while also seeking quality experiences in fitness [18][20] - There is a notable shift in consumer expectations, with users now looking for a comprehensive fitness experience that includes location, course quality, instructor expertise, and price [18][20] - The competitive landscape is evolving, with brands needing to adapt to changing consumer demands and market conditions to ensure sustainable growth and user retention [20]