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    Nike Hi Tech CNC Technology Leads The Future

    2012/6/21 13:39:00 36

    NikeRunning ShoesNike+ Basketball

    Running was once a lonely thing.

    It's like Haruki Murakami, the writer, when I talk about running, I talk about it.


    What it says: it does not need partners or opponents, nor does it need special equipment, so it does not have to rush to a particular place.

    As long as you have a pair of shoes that are suitable for running, you can go wherever you like and how long you like to run.


    Since 2006, Nike wants to change this fact.

    In January of this year, Nike released a fuel wristband.


    FuelBand's new product, priced at $149, claims to be the biggest hit since Nike Air (Nike).


    New; more than 2 months later, Nike is also working with Path, a fast growing private social networking app for users worldwide, if you have downloaded Nike+.


    GPS App, you simply drag a small rope on your smartphone, and you can associate it with Path, which means that your running data can be updated to your chosen circle in real time.


    These R & D and cooperation come from a mysterious department of Nike headquarters in Beaverton, Oregon. According to the financial times, even Nike employees do not know what the staff are doing.


    There is a sign hanging on the door of the Department: "forbidden area: we heard you knock at the door, but we can't let you in."


    It is the Nike Digital Sports (Nike digital sports department), the whole team has 240 people, the most famous product.


    The product is Nike+.

    Since 2006, the chip product, which is larger than the adult thumb lid, has been the major apple store in the world.


    It's on sale.

    If you put it in Nike's special running shoes, it can track your time, distance and energy consumption.


    Inside and other motion data, and encourage you to pmit data to nikeplus.com, where you can get some training advice, and you can share your income with your friends.

    Since then, Nike has released Nike+.


    GPS and Nike+ Training's App, there is also a device called Nike+ SportWatch GPS and Nike+ for specialized fields.


    Basketball et al.

    Their functions are similar to the original Nike+ chips: tracking, recording and sharing.

    "We have such a feeling that we know that future customers will participate in the process of using this product.


    We hope to get a richer product experience, so we also hope to give our products the ability to provide consumers with more experience through numbers, just as we show today, so that we can see some of the previous ones.


    The visible information is now visible. "

    Nike brand President Charlie Denson said.


    Over the past 3 years, Nike's advertising budget in traditional media has dropped by 40%, despite its marketing budget.


    In 2011, it reached a record high of 2 billion 400 million dollars.

    Advertising Age shows the company's resistance to the problem.


    In 2010, the non traditional marketing budget of the company reached US $800 million, accounting for the highest proportion of the total marketing budget among us advertisers.

    The era of Michael Jordan's fire and his shoes will be gone.


    Young core users moved from TV to the Internet.

    Nike is not satisfied with the influence of these people through the 4A company. They want to have a direct relationship with customers, stay in their lives, master their data, and accurately grasp them.


    Demand affects them more effectively.


    In other words, Nike does not care about making money in its accessories business, even though it costs 1000 yuan to buy a FuelBand.


    It is not parity consumption.

    A store manager of Nike Beijing told me that in terms of Beijing market,


    About 40% of the Nike+ users bought Nike brand running shoes and will continue to buy other equipment.


    If you count the fans of Facebook and Twitter, Nike has a huge social network: it used to have the attention of 200 million people a day, which appeared in the US Super Bowl (Super


    Bowl) now Nike can easily reach this magnitude every day.

    Although there are no financial details about Nike+, analysts say that Nike+'s meeting will be


    The number of staff increased by 55% in 2011, while its running business revenue increased by 30% to $2 billion 800 million, and Nike+ contributed.


    This social network may include Nike sponsored star player Kobe Bryant, including ordinary Chinese runner Zhao Xiaozhao and Jiang Xu.


    In June 1, 2011, Zhao Xiaozhao, 28, bought a Nike+ Sports Wristband at Village Nike store in Sanlitun, Beijing.


    And chips.

    Every time he goes out for a run, he sets a good distance: he runs to Xidan from Kasetsart University.

    When running, the speed, heat and distance of the wrist strap constantly remind him of the difference in setting goals.


    Zhao Xiaozhao will not only upload his sports data to Nike+, but also enroll in Nike city.


    Each person in the city uploads his running data within a specified time to see which city accumulates a long distance.

    In 2010, Nike organized similar events in London.

    This is called Nike.


    Grid's activities are launched on Facebook. Participants must go to different parts of the city to sign in to get points.

    The running total of the participants during the 15 day event.


    The distance is equivalent to half circle around the earth: 12 thousand and 500 miles (equivalent to 20 thousand and 200 kilometers).


    Chiang Xu of Wuhan uses Nike+ SportWatch GPS.

    She runs three to four times a week, half an hour each time.


    SportWatch must also work with the chip. According to the frequency of Jiang Xu's use, the life of the Nike+ chip on the left foot insole is about one year.

    Because later she joined NIKE RUN.


    CLUB's night street run on Han Street will shorten this time.


    Compared with those in Beijing, Shanghai and Guangzhou who participated in night running activities, Jiang Xu joined Wuhan night running.


    Not many people are active.

    Despite the influence of this activity on the users of such Nike products, Nike has been


    In the summer of 2011, when the first night race was held, Li Na, a Wuhan star, was invited to help. At that time, nearly 600 running friends attended the scene.


    Activities.

    But in this year's activities, the number of participants running at night is steady at forty or fifty, mainly from 25 to 30 years old.


    Jiang Xu hardly saw the same kind of Nike+ SportsWatch GPS.

    About 10 of the whole night running team.


    Individuals use Nike+ products, but most of them are related to sports and occupation, such as gym instructors and physical education teachers.


    A close professional runner.

    However, many people downloaded Nike+ GPS on their iPhone phone.

    Jiang Xu


    Compared with runners, who runs the longest distance and consumes the most calories, "sometimes the distance between measurement is not accurate and the distance is not right."

    Jiang Xu said that these results will eventually be exposed to Nike+.


    In the District, she would "look at her rankings, but she didn't care so much."


    If you share Nike+ data in Facebook, you will know another social function of Nike+ GPS: Nike launched Cheer Me of Nike+ GPS.


    The plug-in of On connects it to the Facebook account. Your running state will be updated to your account in real time. Friends can comment and click on a "clapping" button. Miraculous, so you are running.


    When you step, you can hear the applause of your friends in music.

    As runners keep uploading their running routes, Nike also has a database of the best running routes in major cities.


    As Nike released the fuel wristband when the slogan: "everything can be measured (Everything Counts)."

    although


    From a technical point of view, the fuel wristband has not become more powerful. It is just a black gray with 20 micro LED lights.


    The wrist strap is connected to iPhone by Bluetooth. It has a chip called three axis accelerator. The algorithm will automatically match all kinds of motion according to your actions.

    Things start to get interesting here, and the fuel wristband is not just a measurement run.


    Or basketball sports accessories, it measures all "Sports": including washing dishes, climbing stairs, playing Xbox Kinect and bubble bars.


    This means that you can wear this stuff all the time, while LED lights flashing from red to green indicate that you are consuming more and more calories.


    Nike doesn't like calorie, they call it "

    Fuel value

    "(NikeFuel).

    "We want to create


    Create a universal energy unit so that you can always realize how active you are in sports.

    Ricky Engelberg, Nike user experience director, said in an interview with fast company: "NikeFuel


    Provide standardized units of measurement, that is, no matter what the physical structure is different, the same activity will always get the same score.


    The fuel wristband erases the gap between the Nike+ product lines, and provides a yardstick for the users' performance.

    Previous Nike+ chips and Nike+


    GPS can only measure running data, while Nike+ Basketball can record your bouncing record, Nike+


    Training's App also has a separate operation interface.

    The fuel wristband solves this problem in a simple way of interaction: LED lights of different colors and uniform fuel values.

    On the website of Nike+, you can see


    The total fuel consumption of Nike+ users rolling in 24 hours.


    "Our users include both 17 year old basketball kids and 60 year old women.

    Nike+ and Nike+


    FuelBand is to meet people's daily sports needs.

    Tony Bignell, director of Nike footwear research and development, said.


    The fuel wristbands really extend the boundaries of motion to the general sense of health: since you can calculate the energy consumed by doing anything, you can't help but notice how much fuel you consume every day.

    Although this is not true.


    There is a fundamental change in social networking: for users who are not so sociable, you run around and update their running distance and time on Path, and you are updating a fuel value now.


    In June 29th, Nike will issue

    Nike+ Training

    as well as

    Nike+ Basketball

    Matching footwear products


    This is the original intention of the company.

    Zhao Xiaozhao might take note of the news. He said he went out to run, and when he stopped to rest, he exchanged equipment, "what tracks more accurately and what more dazzling shoes came out."

    But in Nike+ in London,


    Many people say that Nike often attracts the entry-level users most. Once it becomes professional, consumers will turn to a smaller sports brand. It doesn't matter. Nike has always considered itself a Fashion company.

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