Nike Denied Abandoning Wearable Business

Last Friday, according to the P, Nike had fired the team responsible for Fuelband in mid April.

More news is that Nike originally planned to launch the new FuelBand smart wristband as early as this autumn, but the project has been canceled, and all hardware products of the digital sports department seem to have been shelved.

Subsequently, Nike made a clarification of the matter, saying that only a small number of layoffs were made for the digital sports department, and FuelBand hardware would not be abandoned.

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< p > in the eyes of the industry, once Nike starts to withdraw from the wearable market, it will undoubtedly be a bolt from the blue for the entrepreneurs who are still playing sports Bracelet ideas in China.

Reporters learned that, in the domestic listed companies, Pathfinder has launched the first outdoor smart Bluetooth bracelet for wearable devices.

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< p > analyst told reporters that Nike's move is not to show that it has changed in the established strategy, but is taking advantage of the situation.

In addition, Nike's move also injected a sober agent for domestic enterprises.

Comparatively speaking, domestic enterprises are weaker than Nike in terms of knowledge and application scope.

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< p > < strong > Nike: it is still an important part of business < /strong > /p >

"P >, which is fierce and puzzling in the market," Nike China said in a statement to reporters. "Nike+FuelBandSE is still an important part of our business.

We will continue to develop Nike+FuelBandApp, launch new METALUXE color matching, and continue to sell and support Nike+FuelBandSE in the future. "

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< p > Nike digital sports department was founded in 2010, responsible for FuelBand fitness bracelet, Nike+ smart watch and other connecting equipment.

Fuelband sport function bracelet is the first heavyweight product released by the digital sports department. FuelBandSE is the second generation product launched in November last year.

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Less than P, however, Nike's response seems to have failed to convince too many people.

It has been pointed out that Nike's argument has left much room for itself: Nike may no longer issue the next generation of FuelBand.

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< p > Zhang Qing, founder of the key way sports consulting management company, told reporters that digitalization is not a matter for Nike to do, but how to do it. In this respect, it has already tasted the sweetness.

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< p > in the industry view, as a retail enterprise selling sporting goods, hardware is not a necessity of Nike.

Analysts told reporters that Nike is correcting the situation now, more is to cooperate with the third party companies, not to change the way forward.

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< p > Nike also told reporters that it has always attached importance to cooperation with leading enterprises in the science and technology industry.

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< p > < strong > industry: at present, it is only trying to < /strong > < /p >.

< p > there is a view that the problem of wearable computing devices is being exposed.

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< p > reporter has learned that in the domestic listed companies, Pathfinder has launched the first outdoor intelligent Bluetooth bracelet for wearable devices, and has synchronized the first outdoor sports integration service APP in China.

And in the future, it will develop more intelligent wearable devices.

Meanwhile, AOKANG international, a A share listed company, is also developing high-tech products such as shoes, < a href= "http://www.91se91.com/news/index_c.asp", step shoes "/a" and so on, and will launch the market in due course.

In addition, some clothing and consumer brands including Adidas and Lulu lemon have moved towards the wearable technology market.

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< p > Zhang Qing pointed out that for domestic enterprises, these initiatives on wearable devices can be regarded as an attempt.

"At present, wearable devices can be more closely related to sporting goods and consumers' lives. On the one hand, they can enhance brand's technological sense, and on the other hand, they can enhance the brand and user's viscosity."

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > shoes and clothing industry < /a > independent commentator Ma Gang said, < a href= "http://www.91se91.com/news/index_c.asp" > wearable device < /a >, "not necessarily how much money can be sold, but it can be a gimmick."

It is still an attempt for the Pathfinder, AOKANG and other enterprises to join the field. It is still early to talk about the market prospect.

It is worth noting that most of the products are still in the stage of beautiful imagination or conceptual products. Even if there are products available, there will be few people who take the initiative to try.

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< p > Ma Gang also told reporters that wearable devices are not mature at present, and the value of their functions is not very great. Hardware is not what shoes and clothing enterprises are good at. For traditional shoes and clothing enterprises, their fixed consumer groups will also be one of the limiting factors, after all, brand positioning is there.

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< p > "now there is a particularly big problem: what domestic enterprises learn and apply is something that other people are correcting and not doing, and they insist on doing so. They (domestic enterprises) have not invested too much in it." an analyst thinks that the relationship between local brands and consumers is more about buying and selling relations, and has not established a strong relationship such as Nike, which is to acquire data from wearable devices and other new technologies, understand user needs and react quickly to products.

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