"This mobile phone is smart." In the mobile phone stores in previous years, the shopping guide will sell mobile phones to us. It is ridiculous to look back now, but in the age when smartphones are not yet popular, intelligence is indeed a very attractive selling point.
“Is this pair of running shoes smart?†In the future, there may be such doubts in the sales of sports shoes. We can not use any wearable equipment, but it is impossible not to wear shoes, and footwear products have a natural advantage in collecting data (especially step counting), and intelligent sports shoes seem to be a very attractive cake.
Cross-border cooperation, why
Recently, there is a news worthy of attention in the field of wearables: Li Ning Company announced that it has reached a strategic agreement with Xiaomi Ecological Chain Enterprise and Xiaomi Bracelet Founder Huami Technology to jointly create a new generation of intelligent running shoes. The Xiaomi Bracelet R&D team will develop smart sole chips for smart running shoes and record and analyze the user's movement process and results by accessing the Xiaomi Sports App, and provide professional guidance.
Li Ning can be regarded as the leading sports brand in China, and the Xiaomi bracelet is the highest-selling smart wearable device on the market. What is this cross-domain cooperation for?
Li Ning and Xiaomi's brand audience have a certain overlap, and the cooperation between the two will help each other to expand their respective user groups. Li Ning can help the expansion of the Xiaomi bracelet to expand the audience. After experiencing a rapid growth period, Xiaomi bracelets (or even the next generation of products) need to open up new markets, not just for technology and digital enthusiasts.
By working with the Xiaomi bracelet team, Li Ning's brand can be made even cooler. There is a better concept of "selling" when selling shoes. This is a new direction for Li Ning, which has been plagued by inventory problems in the past two years. Cumulative steps to redeem merchandise is also a smart idea in business.
In addition, the cooperation between Li Ning and Xiaomi Bracelet is also beneficial to the sharing of data resources between the two parties. Xiaomi bracelet can obtain more data information through Li Ning's smart products, and can further optimize the algorithm of the bracelet to make technical accumulation for future wearable new products. After accessing the Xiaomi Sports APP, the sports data of Li Ning's smart products will also find its destination. Based on the Xiaomi platform, the boring data will hopefully be transformed into more valuable information.
The prospect of cooperation between the two seems to be beautiful, but more likely to be a wedding dress for Xiaomi - with the Li Ning brand, Xiaomi has completed another horizontal expansion of the ecological chain; for Li Ning, but if you want to pass this cooperation The transition to sports technology is probably not as easy as it might be.
In fact, on the road of digital sports, there is a good idea in the past.
It’s up to Nike + in the early morning
Before the concept of wearables had been "sauted", Nike began experimenting with sports and technology.
I don't know how many people remember the little thing Nike + iPod Sensor, put it under the matching insole, and even monitor the movement on the iPod with the receiver. Nike's FuelBand bracelet is arguably the forerunner of smart wear.
It was a early morning, but it was a late episode. Due to high prices, narrow audiences, etc., Nike + iPod Sensor gradually withdrew from our vision. FuelBand experienced a bitter journey of production suspension and project cuts. Nike "smart time" turned its business focus from hardware to Nike + service.
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