Where Is Nike's Patience?

world clothing shoes The little weave of the hat net is for you. Nike Why not have patience?

In mid April, there was a big event in the smart wearable device market. It was reported that the Fuelband team of Nike, the pioneer of industry, was abolished and developed for three years.

Last Friday, Nike CEO Mark Parker responded to the incident by accepting an interview with CNBC. He said that he had only partially laid off and did not remove the team, but shifted the focus of his work to the software. The Nike Fuel team, which focused on data statistics, would also retain, and would also seek new partners to expand the number of users of Nike Fuel from 30 million to 100 million.

In response to this vague response, the engineers of the Fuelband team were reported by Microsoft, Intel and other major tycoons. Nike executives had really lost patience with the liquidity of the hardware market.

Wearable devices as a new consumer electronics market, the continuous sale of Google glass has created a huge ecological space for them. The industry giants at home and abroad are trying to grab a mountain top. Why does Nike have doubts and steps ahead?

Health care wearable products have considerable limitations

The accuracy of motion tracking equipment for bracelet and watch has always been controversial. For sleep monitoring, the working principle is to record whether the user is in a deep sleep state by recording the micro movement of the body when the user is sleeping, so as to feed back the statistical results to the user.

The scientificity and accuracy of these data have not been recognized by authoritative organizations. Motion tracking equipment, which is known as the monitoring function provided by human body, can not win long-term market trust, and even worse, it will lead to incorrect health guidance because of providing inappropriate data to users.

When Fuelband users question their own running steps on Quora, Nike has found the problem, let alone the waterproofing limit does not allow users to wear Fuelband to enter the swimming pool and other places, and the coherence of data statistics is even more discounted.

In addition to the inefficient use of data value, the invisible integration of mobile phone's main function of the bracelet has further encroached on the market space of wearable devices.

For example, apple 5S's M7 coprocessor can capture data recorded by accelerometers, gyroscopes and compass. Application developers only need to launch a sports APP to display the monitored data in front of users. Facebook's recently acquired Moves is just born for it.

Google and apple occupy the main body of hardware research and development.

Although iWatch has been in the stage of momentum, Apple's strong advantage in the hardware market has to let the wearer manufacturers who have not much advantage in price have weighed. Google has used its speech recognition system Google Now to promote the upcoming wearable product Google Wear in its promotional films. Intellectualization The top of experience.

In addition, two strong competitors in the industry, Jawbone and Fitbit, have been exposed to quality problems. The endurance of Jawbone has been shrinking, while the metal devices of Fitbit Force products will cause allergic dermatitis and be recalled. Faced with the need to build a global after-sales system, it is necessary for Nike to consider carefully the value and input.

Another way to participate in the wearable market.

In April 24th, Facebook launched the health mobile tracking application Moves revenue capsule developed by ProtoGeo Oy, a Finland startup company, which downloaded more than 40 million on App store.

Participating in the wearable market is not only a way to launch hardware devices that are seriously homogenized, but also can give up hardware and switch to software, and focus on the mobile phone terminal to get users and health big data.

In April 25th, Mark Parker said in an interview with CNBC: "we will not give up the wearable market. We are looking for more partners to increase the number of users of Nike Fuel from 30 million to 100 million."

This coincides with the practice of Facebook, which shows that Nike has understood one thing, rather than focusing on the training of its own user groups and data mining instead of developing the market from the field of consumer electronics that is not good at it.

In 2012 apple CEO Tim Cook took part in the Allen&Company annual conference with Fuelband, which seems to be the beginning of Nike's abandonment of hardware market today and Apple's search for cooperation in software research and development. Tim Cook's Nike board membership also contributed to the cooperation between the two parties. According to CNET reports, Mark Parke's cooperation with apple and Nike was confirmed by CNBC when he interviewed him.

Nike will focus on Nike Fuel user training and data collection over a long period of time, instead of spending huge sums of money developing hardware products. The decline of Fuelband at least illustrates one thing. Smart wearable products are far from mature. In the process of waiting for perfect technology and forming a closed loop of software and hardware, there will always be a trade-off between whether it will be integrated or not. Nike has taken advantage of its own conditions to evade this problem.

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