The intelligent running shoe sole chip can provide professional and tailor-made guidance for the runner by collecting the runner's movement data and analyzing the running posture and gait.
After experiencing heavy negatives such as inventory, closing stores, and losses, Li Ning is expecting a new product to be reborn.
On July 15, Li Ning's smart running shoes with Xiaomi will be officially released. However, this product that Li Ning's founder Li Ning himself was excited about has been questioned from all sides before the advent of it. The most representative question is: As a Nike, Adidas failed to harvest successful concept products. How does Li Ning and Xiaomi go beyond?
Very low prices may be a bright spot
Although Li Ning has not disclosed the appearance and specific functions of this upcoming product to the outside world, according to the news released by the company before, it can be seen one by one:
The chip is located at the sole of the shoe. The R&D team of Li Ning Running Division and Xiaomi Bracelet transformed the Chinese runner data and professional test data accumulated by Li Ning Professional Sports Lab into a series of unique and innovative algorithms. The Xiaomi Bracelet R&D team Implement it;
The function of the chip is to provide professional and tailor-made guidance for runners by collecting runner motion data and analyzing running posture and gait;
The smart shoes can be connected with the Xiaomi Sports Mobile APP (which should be the Xiaomi bracelet) to record the movement and results of the runners, gait analysis, professional guidance and mileage redemption.
The price of this running shoe will be very low and may be a highlight in all descriptions.
It is reported that the first two cooperative running shoes, one is the upgraded intelligent version of Li Ning's top running shoes, Li Jun, the pricing will not be higher than the current version of the ordinary Lijun sold in the market (about 550 yuan); the other is Li Ning's new Running shoes style, this smart running shoes pricing has created a new low price for smart shoes. It is expected that the latter may be less than 200 yuan, which is in line with the characteristics of all the partners of Xiaomi.
Li Ning Company is full of confidence in this new product. According to data from application analysis company Flurry, the growth rate of health applications in 2014 is 87% faster than other types of applications, which has accumulated a huge cooperation between Li Ning Company and Xiaomi Bracelet. Potential consumer groups and create market opportunities.
However, the external commentary is cold and cold. First of all, smart shoes are a slightly old concept.
Both Nike and Adidas have launched similar products, but the actual sales are not good. Nike Shanghai Nanjing East Road flagship store staff told the 澎湃 reporter that the store had indeed sold sneakers that could be placed on the chip. The chips and shoes were sold separately, but the sneakers and chips were discontinued two years ago. Coincidentally, Adidas's similar chip products are currently out of stock. According to the staff of the brand Huaihai Road flagship store, the chips placed on the soles have been out of stock for three or four months, and I wonder if the follow-up will continue to sell.
Another news is that Nike has put aside its interest in investing in smart hardware. The company closed the FuelBand team in April last year, and the smart bracelet was also discontinued in stores. Nike’s move was considered “wise†at the time, and as a sportswear company, developing hardware products was not its strength.
As far as the market for smart devices is concerned, although the prospects are optimistic, consumers are now more likely to “try†consumption. Many people find it difficult to wear them after buying bracelets, let alone secondary consumption. Even Apple Watch, the actual sales are not as expected. Analysts at the US investment bank Pacific Crown just downgraded Apple Watch’s sales forecast on July 1 and warned that “follow-up sales are weakâ€.
Who is helping?
Some people say that Li Ning and Xiaomi are working together to enhance their exposure and reputation among young people with the brand image of Xiaomi. At the same time, they use the windshield of smart wearable devices to enter the field of intelligent sports segmentation. However, given that the smart device market is not necessarily as hot as imagined, and the smart shoe technology is highly likely to be copied quickly (in other words, a chip is placed in the shoe), even if it succeeds, there will be countless competitors, so Someone pointed out sharply: "It is better to say that Li Ning has made a marriage for the expansion of the Xiaomi ecological chain, rather than saying that Xiaomi has helped Li Ning transform." After the sales of the millet bracelet exceeded 1 million, it entered the bottleneck of volume increase. Recently, it was reported that the sales growth of Xiaomi mobile phone also dropped significantly.
Zhang Qing, general manager of Beijing's key sports consulting company, believes that Li Ning's attempts in smart devices are worthy of recognition, but what needs to be broken is how to improve the user's stickiness to the products, such as looking at Nike. After giving up the hardware, Nike concentrated more resources on Nike+ community building. At Nike's store, you can often see an electronic screen that plays Nike+ ads. It is understood that as of the middle of last year, the number of Nike+ members has reached 30 million. When people use the Nike+ series of apps to participate in sports and interaction, they can't be influenced by the brand, and the APP can go directly to Nike's shopping website.
In other words, if Li Ning and Xiaomi's cooperation bring more than just a smart running shoe, but build their own fan economy like Xiaomi, that's not bad. But for now, Li Ning sees cooperation as a technological innovation. Li Ning earlier said in a speech at the Jiaotong University Alumni Forum that he hopes to use the APP and other online tools to feed back the data obtained by smart shoes to the R&D team, thereby enhancing the product experience.
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