Core Viewpoint - The fitness brand Super Monkey is undergoing significant store adjustments, including openings and closures in major cities, reflecting a strategic shift in its operational model and market presence [3][4]. Group 1: Store Adjustments - Super Monkey has opened new stores in cities like Beijing, Shanghai, Shenzhen, and Chengdu while also closing several locations, a trend that began last year [3]. - The brand's attempt to enter Fuzhou and Xiamen resulted in the closure of all eight stores within a year, indicating challenges in these new markets [3]. - Currently, Super Monkey operates nearly 300 stores nationwide, an increase from over 260 at the end of last year [4]. Group 2: Operational Strategy - The company has shifted from a direct operation model to a "joint venture" model in some locations, where partners provide space while Super Monkey offers its self-developed courses and training [3]. - The brand's initial market entry strategy involved unattended fitness pods, later evolving to include group classes with a focus on pay-per-use and professional coaching [3]. Group 3: Challenges and Competition - Super Monkey faces dual pressures of talent and customer retention due to a coach-oriented loyalty model, which has led to coach turnover and subsequent member loss [4]. - The competitive landscape has intensified, with new brands like Savage launching aggressive pricing strategies that challenge Super Monkey's market position [5][6]. - Consumer reactions to promotional activities are mixed, with new customers enjoying low prices while long-term members express dissatisfaction over service quality and course availability [8]. Group 4: User Experience and Brand Perception - Differences in cleanliness and equipment maintenance between Super Monkey and competitors have been noted, impacting user satisfaction and retention [8]. - The brand's recent pricing strategies and membership offerings have led to discontent among loyal customers, highlighting the need for better customer engagement [8]. Group 5: Future Outlook - The ongoing adjustments and competitive pressures present a critical period for Super Monkey, necessitating a balance between operational costs, user experience, and sustainable profitability to thrive in a challenging market [8].