Abstract
The entrepreneurial journey of Daily Yoga is a quintessential startup story in the mobile internet era. Founded in 2012, Daily Yoga offered online yoga classes through its app of the same name. The company disrupted traditional practices by first targeting North America and then shifting its focus to China. With time, it divided operations into four business sectors: video classes, user communities, e-commerce, and offline training. Ten years after its founding, the Daily Yoga app pulled in over 60 million registered users from more than 400 cities in China and 212 countries around the world.
However, the road ahead wouldn’t be without challenges: For one thing, yoga is a form of exercise that goes against human nature. For another, comprehensive fitness service providers, social networking platforms, yoga studios, and hardware suppliers were luring Daily Yoga users away. Clearly, it was increasingly difficult to retain users and monetize…Faced with these challenges, how should Daily Yoga find new revenue sources and business opportunities?
| Translated title of the contribution | Daily Yoga: Mindfulness with Stretches and Binds on a Mat |
|---|---|
| Original language | Chinese (Simplified) |
| Number of pages | 14 |
| Publication status | Published - 30 May 2024 |
Case number
GM-24-014Case normative number
GM-24-014-CCCase type
Field CaseUpdate date
12/01/2025Supplement
For more details, please visit www.chinacases.orgPublished by
China Europe International Business SchoolKeywords
- target audience identification
- target market
- innovation
- Entrepreneurship
- economic value
- customer lifetime value
- break through
- PMF
- commercialization and monetization
- fitness
Case studies discipline
- Entrepreneurship
- General Management
Case studies industry
- Arts, Entertainment, Sports and Recreation