With millions of paid members and a repurchase rate of up to 60%, what makes "Super Monkey", the new darling of the fitness industry, keep users paying for it?

Fitness is a hot demand nowadays. As a fitness brand, Super Monkey has won the trust of consumers with its unique operation method. Let us read this article to understand the reasons behind it.

With the development of the domestic economy, fitness has changed from a high-threshold activity to a more daily form of exercise and even an entertainment activity.

According to statistics, the fitness market size reached 377.1 billion yuan in 2021, and it is expected that the market size will exceed 500 billion yuan in 2023.

However, with the strong demand for fitness today, many industry chaos have also emerged, such as over-sales, card charging and running away, which are common and have seriously damaged consumers' trust in brands.

In this context, Super Monkey has become a fitness brand that subverts everyone's perception. It does not promote itself, does not charge annual membership fees, and charges per session. Coupled with its successful private domain traffic operation, it has now become one of the unicorns in the fitness industry.

So how did Super Monkey, which has millions of paying members and a repurchase rate of 60% , achieve performance growth through private domains? Below, we will analyze its private domain operations.

1. Case Background

1. Brand Introduction

Founded in 2014, Super Monkey is committed to creating a healthy lifestyle, providing retail fitness course products through urban sports showcases, and connecting diverse sports communities in the city.
Currently, it has covered 9 major cities including Beijing, Shanghai, Shenzhen, and Hangzhou. In 2021, it was selected into the "2021 China New Economy Quasi-Unicorn Enterprise List" released by iMedia Research.

2. Market size

Data shows that the market size of China's gym industry has continued to grow in recent years. In 2020, the market size of China's gym industry was 336.2 billion yuan, and it is estimated that the market size of China's gym industry will reach 507.1 billion yuan in 2025.

3. User portrait

In terms of the gender ratio, the majority of gym consumers are female , accounting for as high as 61.8%.
In terms of age, consumers aged 31-40 accounted for 44.6%, followed by consumers aged 22-30 accounting for 29.5%.
In terms of income, 85.1% of gym consumers have an income of more than 5,000 yuan, and the proportion of middle- and high-income groups is relatively high.

2. Traffic Channel Analysis

Super Monkey has established a private domain matrix with channels such as "official account + mini program + corporate WeChat + community" as the core, and has made use of popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc. to achieve public and private domain traffic conversion and help brands expand their voice.

1. Private Domain Platform

(1) Official Account

After following the "Super Monkey" public account, the welcome message introduces the brand characteristics, welfare activities and a jump link. After the user clicks the link, they can scan the code to add the brand welfare officer.

Specific path: Automatic welcome message – Add course selection assistant – Scan the code to add WeChat account – Invite to join the group

(2) Mini Programs

Enter the mini program [Super Monkey] and you can find the touchpoints of Super Monkey’s micro-channeling.

Specific path: Mini Program [Super Monkey] – New Member Gift Pack – Scan the QR code to add WeChat

2. Public Domain Platform

(1) Video Account

The video account [Super Monkey Fitness] mainly focuses on brand promotion, product introduction and other content. The homepage sets up touchpoints for attracting traffic from public accounts and mini-programs , and users can jump into the private domain by clicking.

(2) Tik Tok

Super Monkey has 569,000 followers on Douyin and 253,400 likes. The account content mainly introduces courses, promotes activities, and promotes live broadcasts.

The home page sets the traffic paths for stores, fan groups and group purchase recommendations, and you can jump to the corresponding page by clicking.

(3) Xiaohongshu

Super Monkey’s account on Xiaohongshu has 144,000 followers and 375,000 likes and collections.

The account mainly promotes new products and brand events, and tweets will set up sweepstakes to increase the exposure of the content, attract users to pay attention to the courses, and generate purchases.

(4) Weibo

Super Monkey has 106,000 followers on Weibo, and 75,000 likes and comments. Weibo will share content such as rewarded interactions, event promotions, and course introductions.

The homepage sets up touchpoints for the fan group. Users can apply to enter after following the account and becoming loyal fans of the account.

3. Disassembly of Private Domain IP

Super Monkey has carefully designed its customer service WeChat account and positioned its brand IP as a welfare officer.

Below is a detailed analysis using the corporate IP I added as an example.

1. Personal positioning

Nickname : Super Little Monkey

Avatar : Mascot Avatar

Role positioning : Brand welfare officer

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message. The account will notify users of the latest brand activities from time to time.

3. Moments content

Content frequency : Not fixed

Release time : usually 3 p.m.

Contents of Moments : mainly for brand promotion, course promotion, etc.

4. Analysis of Community Operation

Community is the most effective and common scenario for promoting activation in the private domain. Super Monkey increases product exposure and conversion through community operations. The following is a detailed analysis:

1. Community Positioning

Group nickname: SUPERMONKEY@Hangzhou Joy City All-round Store

Group positioning: fitness group, welfare group

Community value: course photos, welfare activities

2. Community welcome message and group announcement

Perhaps to reduce interruptions, Super Monkey’s community does not have an automatic welcome message. However, when you join the group, you can see how to participate in the brand’s recent welfare activities through the group announcement, which will inform you of the benefits and stimulate purchases.

3. Community Content

Unlike the communities of fast-moving consumer goods brands, the "marketing" attribute of the Super Monkey community is not that strong. Almost every day, the coaches will post the highlights of the day's class in the group. Through user word of mouth, new users are softly attracted to place orders. However, overall, the community content is relatively small, there are no interactive games, and the user activity is average.

5. Membership System Analysis

Super Monkey has established corresponding membership systems in both mini programs and e-commerce platforms, both of which are based on a growth-oriented membership + points system . The following is an analysis of the mini program membership system.

1. Growth Member

Super Monkey has established a complete growth membership system, dividing members into five levels: New Monkey, Silver Monkey, Gold Monkey, Platinum Monkey, and Diamond Monkey . The higher the level, the higher the benefits you enjoy.

Taking the diamond level as an example, users need to accumulate 30,000 growth points to upgrade to this level. They can enjoy multiple benefits such as advanced training rewards, 89 yuan birthday gift certificates, Xingtan class reservation rights, and worry-free class changes.

2. Points system

Unlike other brands, Super Monkey has integrated the points system into its membership system. Members can get a banana for each class they attend, which is equivalent to production points.

When you have 8 bananas in total, you can redeem them for coupons, which is equivalent to consuming points. Therefore, the points gameplay is also used in Super Monkey's operations. In theory, this gameplay is very helpful for users' repurchase.

In addition, Super Monkey has also launched a badge system, where members can win badges by accumulating classes.

summary

Finally, let’s summarize the highlights and shortcomings of Super Monkey’s private domain operations:

• Omni-channel private domain traffic diversion: Super Monkey operates the private domain through omni-channel and sets up a variety of touchpoints to facilitate fans to enter the private domain from the public domain and divert traffic to social networks, corporate WeChat and other channels.
• The company’s IP building is relatively weak : the update frequency of the Moments is unstable, and it is obvious that not much time is spent on operating it. The customer acquisition method mainly relies on old customers bringing in new ones and fission to spread word-of-mouth, and the customer acquisition method is relatively single.
• The membership system needs to be improved: Currently, Super Monkey’s membership system is relatively simple, mainly based on earning points through consumption and redeeming points for gifts. It lacks more ways and gameplay to attract users to continue consuming.

Author: Yan Tao WeChat public account: Yan Tao Sanshou