Pamela's exclusive content has become popular, and Keep's online courses have exploded

Global Network Technology Comprehensive Report: On screen, Pamela swung her hair and made her final move, bouncing and waving goodbye to the user. The "AI" fitness blogger even kept her makeup and hair neat

Global Network Technology Comprehensive Report: On screen, Pamela swung her hair and made her final move, bouncing and waving goodbye to the user. The "AI" fitness blogger even kept her makeup and hair neat.

Outside the screen, Wu Xiaoshui was sweating profusely and almost collapsed to the ground. After a brief rest, Wu Xiaoshui opened a stretching course in Keep, and the stretching was completed, which also meant that Wu Xiaoshui's energetic day had officially begun.

Since Keep launched an exclusive Endorphins exercise class with Pamela on May 15, Wu Xiaoshui has developed the habit of punching in three times a week to burn fat. As a loyal fan of Pamela, Wu Xiaoshui is no stranger to the "Endorphins" series, but she can clearly feel the difference between Pamela's course updated in Keep and other platforms - the 15 minute course is more fluent in terms of music and overall movement, and also adds some popular movements that were widely loved by Chinese users, such as "shuttlecock". This sense of fluency and familiarity with movements made Wu Xiaoshui irresistible. After two weeks of practice, she also clearly felt the effect of burning fat.

Wu Xiaoshui's experience is a microcosm of the experiences of many Keep members. The "Pamela Endorphin Fat Burning Series" course is an exclusive member course jointly created by Keep and Pamela. Like the previously launched "Pamela Slim Legs" course, this Endorphins course is also a fat burning course more suitable for Asian women created by Keep and Pamela based on the needs of platform users.

At present, the course has been online for 24 days, with a total of nearly 80 million trainees, and the highest number of trainees for a single course has reached 32.7 million. This not only indicates that the course content is widely popular among users, but also proves that localizing IP content and developing courses based on platform users are more suitable for Asian users.

Endorphins and other exercise classes have always been one of the important categories of Pamela's courses. She has continuously updated many exercise classes in her main field and other content distribution platforms. However, the content updated on Keep this time is significantly different from previous ones. This new version of "Endorphins" can be defined as "customized on demand". Keep comprehensively analyzes the current user's specific needs for Pamela's exercises based on the platform users' habits of using the exercises, content preferences, fat burning pain points, data feedback, and other factors, integrates local content, and creates new courses with Pamela.

Reducing fat and shaping the body are long-term needs of users, and Pamela's exercise classes have always been popular among users on Keep. However, many users have reported that Pamela's dance exercises are more difficult for Asian users, and there may be situations where they cannot keep up with their movements or persist halfway through the practice. After perceiving the pain points of users, Keep immediately started to jointly create dance gymnastics classes for Asian users with Pamela. By adjusting the Choreography, displaying the changes of fat burning intensity in the Progress bar, and setting up the visual effects of signboard actions, Keep strengthened the happy sense of body in user training, so that users can enjoy the course actions and music, so that the training is no longer difficult to adhere to, so that it is easier to achieve the goal of fat burning.

For Keep, the model of co creating exclusive content with Pamela is already familiar, and the content creation of this model means that it insists on laying out growth points that may not bring immediate profits in the short term. However, in the era of super IP, users not only pay for the value of their products, but also pay attention to the content system and emotional premium behind the IP. This is undoubtedly an important opportunity for Keep to differentiate and reshape its brand power with other vertical and pan content platforms.

Continue to "secrete" Endorphins. Keep is not only Pamela

As a super IP in the fitness industry, Pamela has always been the target of competition among various platforms. But super IP itself has its rarity, which leads to the content being transported between different platforms and cannot form differentiation. At the moment when stations B, Tiktok, Xiaohongshu and other platforms are competing for food and fitness, giants are waiting around, and Keep has to start competing with other platforms for "Pamela".

But sports itself is a highly professional category, and the content should not be just simple transportation. Compared to other platforms, Keep's current cooperation with Pamela has broken through the cooperation model between content suppliers and platform parties. Based on Keep users' data and needs, Pamela's content has been deeply co created and localized, which can better meet the needs of current users. On the Keep platform, Pamela provides companionship, professional, and systematic training. This also helps Keep layout exclusive content, enrich the professional and high-quality content ecosystem, and have a clear differentiation in competition with pan content platforms.

In terms of content, Keep has explored a mature output model, and its online courses are also experiencing a period of explosive growth. According to Keep's latest prospectus, as of the end of 2022, there were approximately 21200 recorded live classes and over 9100 live classes on the Keep platform.

Pamela's content has made Keep's exercise class out for many times, but it can continue to "secrete" Endorphins. Keep depends not only on Pamela's big IP, but also on the official self-developed course, which is the cornerstone of Keep's online content.

According to people close to Keep, in order to ensure the strength of self-developed content, there is a large content team responsible for the development and output of courses at Keep. A staff member of online content revealed that in order to solve the problem of users feeling bored and difficult to adhere to the content, Keep has an internal viewpoint that "users should not feel that fitness is just 'boiled chicken breast in white water', but should experience the joy of 'garlic flavored pork ribs' through courses. Based on this concept, they have made a lot of investment in category integration, Choreography, music coordination, setting scenery and other aspects.

A staff member responsible for arranging gymnastics classes stated that in order to make the classes interesting and effective, they will draw on the strengths of others and break through a single sports category on a scientific basis. "For example, in dance class gymnastics classes, we will integrate some ethnic minority dances, go to the Tibetan ethnic group to collect customs, and incorporate their classic dance movements into the curriculum, making the movements simple and beautiful, attracting users to continue training

Moreover, internal emphasis has been placed on improving self research capabilities to ensure that Keep's courses not only meet user needs but also lead the trend in the entire sports field.

Find new exciting points for users and turn sports into a way of life

In 2022, after Will Liu became popular, the whole online fitness industry ushered in a new outbreak. However, more entertainment oriented content and platforms have always been difficult for users to turn sports into a long-term lifestyle.

However, Keep, the main professional and companion, still stands up after the number of leading stars has dropped. This is not only due to the rich sense of hierarchy, selectivity, professionalism and consistency of fitness courses in the Keep platform, but also because Keep has a perfect clock in recording function and Big data recommendation mechanism, which is more suitable for users who really have long-term fitness needs.

Under the premise of achieving a great explosion in the curriculum, Keep began to emphasize the empowerment of technology for sports - intelligence has become an important direction for Keep's exploration, which is also a new exciting point that Keep has found to enable users to continuously adhere to and obtain a healthy lifestyle.

In terms of software, Keep's "Customization Plan" launched in 2018 presents an intelligent prototype in terms of data analysis and course recommendation - users input their sports preferences and fitness demands on the app online, and Keep will develop exclusive exercise plans for each user. Based on professional analysis of user data, intelligent planning can further improve user movement efficiency. With the continuous iteration of this plan, the level of AI is constantly upgrading, and the intelligence of Keep's online functions and content is also constantly upgrading.

In terms of hardware, Keep has been working hard for five years and has launched intelligent hardware such as Treadmill, intelligent bicycle, and ellipsometer, which are connected with online content. In March this year, KeepStation (hereinafter referred to as "KS"), a new somatosensory sports host, enabled Keep to further connect content and hardware with AI.

This hardware product, equipped with AI cameras, wearable motion sensors, and massive fitness content, provides a new breakthrough idea for current home sports. Compared with the home sports hardware in other markets, KS has more advanced and accurate Motion capture, so it can conduct motion recognition and real-time guidance through AI.

The built-in boxing course and dance course equipped with a dance blanket make KS both professional and companionship, while also having fun. As a new generation product that inherits the trend of intelligence, Keep hopes to use KS as the central nervous system for combining software and hardware, linking all its sports intelligence hardware to create a closed loop of the AloT ecosystem.

Based on this concept, KS has broad scalability, and in the future, it can also adapt to grafting other sports equipment, such as installing K beans on dumbbells. Users can train with KS content, and K beans can recognize movement movements by recognizing dumbbell weights. This invisibly covers almost all sports scenes.

From a macro perspective, China's fitness market still has great development prospects. According to a report from Zhuosi Consulting, the fitness population in China in 2022 was 300 million, ranking first in the world, and this number is expected to reach 420 million by 2026. At the same time, the average annual expenditure of Chinese fitness population in 2022 was 2518 yuan, far lower than the 16425 yuan in the United States. This means that the fitness industry is still a rich mine that needs to be explored.

This is exactly the opportunity Keep is facing.

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