Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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The Research on the Investment Value of Online Fitness App in China

Taking Keep as an Example

Authors
Qikai Wang1, *, †, Xiaotong Yin2, *, †, Siying Zhu3, *, †
1Carleton University, Sprott of Business School, 1125 COLONEL BY DRIVE, OTTAWA, ON, K1S 5B6, CANADA,QikaiWang@cmail.carleton.ca
2The Ohio State University, Fisher College of Business, 2100 Neil Ave, Columbus, OH 43210, United States,yin.711@buckeyemail.osu.edu
3Nationalities of Guangxi University, 188, East Daxue Road Nanning, Guangxi, China, 530000Syingzhu329@gmail.com
†

These authors contributed equally.

Corresponding Authors
Qikai Wang, Xiaotong Yin, Siying Zhu
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.332How to use a DOI?
Keywords
Keep; Fitness applications; Online Fitness Industry; POCD framework; Venture Capital
Abstract

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.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.332
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.332How to use a DOI?
Copyright
© 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

risenwbib
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  -