The Research on the Investment Value of Online Fitness App in China
Taking Keep as an Example
These authors contributed equally.
- 10.2991/assehr.k.211209.332How to use a DOI?
- Keep; Fitness applications; Online Fitness Industry; POCD framework; Venture Capital
Nowadays, more and more people prefer to use online fitness app rather than go to fitness room, when they want fitness. As the product of a combination between the technology industry and the fitness industry, the online fitness app is changing people’s fitness habits from the traditional way. Other researchers focus on the effect of online fitness app on users fitness habits and drivers. However, from the perspective of investors, this research adopted the People, Opportunity, Context, and Deal (POCD) framework, which is often used on the analysis of venture investment, to study if the online fitness app in China is worth investing in and using Keep company as an example to complete the research. There are many opportunities in the online fitness industry like the convinence of application, more and more people want to start fitness, and the effect of COVID-19, but people and context are competitive disadvantages in Keep company like top managers without enough experience. The conclusion is that there are some issues in the company’s business model. The customer retention rate is low, and the company earns less money than its expenditure on the advertisement. Based on these reasons, the company is not worth to be invested now. It also reflects that there are some issues in this new industry, investing it should be consideration careful.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Qikai Wang AU - Xiaotong Yin AU - Siying Zhu PY - 2021 DA - 2021/12/15 TI - The Research on the Investment Value of Online Fitness App in China BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 2033 EP - 2037 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.332 DO - 10.2991/assehr.k.211209.332 ID - Wang2021 ER -