Nike Or Reduce Wearable Investment Extension Service Shortage Into Soft Rib

The sports brand giant Nike, which has long been in the field of big data and wearable, is cooling down this new field. < p >

Foreign media reported that Nike headquarters has recently proved that it has made a slight layoff for its wearable device department, Fuel Band.

< /p >

< p > the report also said that Nike had recently had a heated debate on the relevant decisions of Fuel Band due to the high cost of hardware business and not enough profits for the company.

< /p >

< p > Nike China's reply to reporters yesterday did not involve layoffs, but simply said: "Nike+ Fuel Band SE is still an important part of our business.

We will inherit the development of Nike+ Fuel Band App, issue new METALUXE color matching, and inherit and sell Nike+ Fuel Band SE in the visible future. "

< /p >

P > market analysts believe that traditional companies like Nike are not profitable in the wearable field, and an attempt at emerging technologies will help boost the main business.

< /p >

< p > < strong > > test water > wearable < /strong > < /p >.

< p > in fact, Nike is the earliest sporting goods enterprise to set foot in wearable products, and it mainly digitizs sports through cooperation with apple.

< /p >

< p > initially, Nike just wanted to combine sports with the Internet and named its digital platform Nike+. Since its launch of Nike+ Running in 2006, it has launched a number of iOS platform applications, including Nike+ Training Club, Nike+ Fuel Band, Nike+ and iOS, and so on.

< /p >

< p > take Nike+ iPod as an example. The main components of the module are to add sensors to the shoe and install iPod receiver to enable users to see their running speed and distance in real time.

< /p >

< p > 2011, Nike also worked with Tom Tom to launch Nike+ Sport Watch GPS. After running, athletes can upload running data to Nikeplus website through USB.

< /p >

< p > 2012, Nike's first generation Nike+ Fuel Band came out with three different choices: black, grey and white, and complimentary iOS platform applications were provided free of charge.

In 2013, the second generation of Nike+ Fuel Band came out and added functions that could track human physiological indexes.

< /p >

< p > last year, Huang Xiangyan, director of public relations in Nike Greater China, told reporters about the topic. The core value of Nike+ lies in the huge online community constructed. He said: "there is no commercial consideration yet. It's just to give full play to community functions and increase sports enjoyment."

< /p >

< p > < strong > clothing enterprises are limited in appearance < /strong > < /p >.

< p > Nike may not have thought that far at first.

But with the help of the wearable spring tide, the demonstration effect of Nike has triggered a craze for other clothing and sporting goods companies.

< /p >

< p > for example, Adidas has also launched the smart watch mi Coach, which can provide feedback and heart rate guidance exercises through the screen, vibration and Bluetooth headset on the watch.

< /p >

< p > these are all based on the combination of sports and health, and extend the project of intelligent hardware such as body weight, blood pressure monitor, seat and so on.

< /p >

< p > domestic garment enterprises are also trying to carry out < a href= "http://www.91se91.com/news/index_c.asp > > wearable aspect < /a >.

300005.SZ has launched the outdoor intelligent Bluetooth bracelet for wearable devices, and has synchronized the first outdoor sports integration service APP in China.

At present, this hand ring of Pathfinder is still at the stage of trial sale, and has not yet been promoted on a large scale.

< /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > AOKANG international < /a > also said that high-tech products such as shoes and step shoes are being developed and will be introduced to the market in due course.

They say the positioning shoes are combined with GPS technology and shoes, indicating the direction, and the step shoes can pmit the motion data in real time.

< /p >

< p > the core of wearable technology is how to extend the service by using the numbers obtained.

However, this seems to be a weakness for traditional enterprises.

< /p >

< p > "Nike itself does not invest much in wearable devices, but it is just doing it earlier."

Internet expert Lu Zhenwang told reporters that as a sporting goods company, Nike's core competitiveness is still shoes, and the number of users in wearable devices is not large, but it is still a loss making business.

But this will help sell their sports shoes and help their main businesses.

Overall, Lu Zhenwang is not optimistic about Nike's competitiveness in the wearable field.

< /p >