What Is The Starting Point Of The Cooperation Between Li Ning Co And Millet?

Millet announces and famous domestic sports brand

To work together to create a new generation of smart running shoes and explore the health field of big data.

Xiaomi's millet mobile phone and millet bracelet will form ecological resources sharing with Lining, and the cooperative products will be linked to millet sports APP to achieve movement records, gait analysis, professional guidance and mileage integral exchange and other services.

In this cooperation, what is the starting point of millet, what will it get?

In my view, the starting point of millet is very simple, that is, to find a new user group for millet bracelet.

After explosive development, the original target market of millet bracelet is almost saturated.

What I want to buy has already been bought, and it will not be bought without buying. Millet Bracelet needs a new user base.

Working with Lining is a good idea.

Lining's consumers and millet Bracelet consumers there is a big coincidence - the coincidence is the coincidence of consumption levels - people who buy Lining can accept the price of millet bracelet, and people with millet bracelet can also accept the price of Lining running shoes.

Although this cooperation involves the fitness and health of millet bracelet, we should see that this cooperation is not simply fitness and health. For example, measuring how many steps you have run, the key lies in gait analysis and professional guidance, which has deepened health and fitness.

This is quite attractive to some non millet Bracelet users.

A very small part of Chinese society belongs to the stage of struggle for survival. There are not many parts of it that are struggling for life, and quite a few are between survival and life.

The equivalent number also needs health and fitness.

They do not have the ability to afford professional fitness costs, not about thousands of Arthur or MIZUNO professional running shoes, but this does not prevent them from fitness and health.

In particular, the age of thirty years of age, responsible for the burden of more money than before all impulse, like to buy, he has to consider the family, consider their own income, consider the housing loan, car loan and so on, there are too many things to consider, if the income is not bad, good choice.

If the income is very vulgar, there will be little choice.

But this does not mean that they do not pursue the bright side, and do not pursue health and fitness.

Just now, the price of millet bracelet is not high, and it doesn't hurt if you buy it.

In the past, they had only one feeling about their health and fitness, but the earth people knew that they were not allowed to feel it.

When millet bracelet is added, they will have a more intuitive and digitization understanding of their own amount of exercise, and make their sport more scientific through gait analysis and professional guidance.

If millet bracelet and Lining cooperate successfully, millet has opened up the market, and will get more data and feedback, will the millet bracelet to a higher level, and distance from competitors.

For millet, this is a way to expand the influence of MIUI and millet mobile phone.

Imagine that a person has little money to go to a professional fitness club. Usually he also works out as a runner. He introduces a friend (not just a friend, but a variety of channels), and knows the millet bracelet and Lining smart running shoes.

Then he began to think about it.

Technology and sports, Nike has been playing this game for a long time, but the price of Nike is too pits, how a pair of shoes should be up to one thousand, plus other investments, almost two thousand, can not afford to hurt.

Millet Bracelet + Lining running shoes is also a technology plus sport. Although the Shanzhai flavor is strong, it can be affordable at any time. Anyway, the price is not expensive, even if it is pit, it does not hurt.

Just now, my mobile phone is millet.

So he became the user of millet and Lining.

Further down, there are two possibilities.

One is millet and Lining do very well, his experience is very good, so he recommended to friends.

A friend's cell phone is not millet, nor brushed into MIUI, nor will it be brushed. If it happens to happen, this friend wants to change his cell phone, then millet will get a better choice.

Or, this friend doesn't want to change his cell phone, he can brush, or find someone who can brush, so MIUI has more than one user.

For the current ROM or OS, it doesn't matter how important the number of users is.

The exclusive role of the increase in the number of users can not be ignored.

If this exclusive function is widely recognized, then the driving effect will be immense.

What did Lining get?

At present, Lining claims to have cleared nearly 1 billion 100 million of the inventory of soft girl coins, but its situation has not fundamentally improved.

Lining is still the Lining, the high-end can not break the Nike, the low end faces the domestic colleague's explosion chrysanthemum.

Originally, it targeted consumption as young and fashionable, and wanted to go out of an unusual way. However, young people did not buy it. Real consumers were twenty-five years old, and they were price oriented consumption.

Young strategy failure.

Although this strategy has failed, Lining still hopes to open up young people's market.

After all, the main force of sports is young people's market.

Cooperation with millet bracelet will bring a possibility: almost all the existing users of millet bracelet are young people, they will become the users of Lining because of the link between millet bracelet and Lining.

At the same time, Lining needs a breakthrough to change his image, enhance his brand and get more brand premium.

Combined with technology, we get extra points beyond traditional marketing methods, and let more young people know and understand their brands.

Together with millet, all of these goals can be achieved.

What is the prospect of cooperation between millet and Lining?

As mentioned before, the prospects are bright, but there are also many difficulties.

First of all, the combination of technology and sports is not easy to say.

Nike announced the closure of the FuelBand team in April 2014.

Is Nike's exit because it grasps the pulse of the market or is there no market at all? This is a matter of opinion. (I personally prefer to have a market, the key is that the price of Nike is high).

Secondly, osmosis.

Can millet Bracelet penetrate into the twenty-five year old user group through Lining? Can Lining penetrate the young user group through millet bracelet? For the former, I think the possibility is bigger, because health and fitness are becoming a universal concept, and are entering into life.

For the latter, there is a little wishful thinking.

Although millet bracelet has cost performance, it has another label that can not be ignored.

In the moment, wearable devices, as long as they are wearable devices, mean

Lining, though he tried every possible means to wear the label of the tide, has never been successful.

In addition, it is also necessary to add that, after the four line, there are quite a few markets among young people in the city. Lining can harvest this user group through Lining.

Fitness and health are not the topics for this user group, but fitness and health will be a topic.

Through the guidance, publicity, let millet Bracelet collection

Contrast, contrast, will trigger a period of popularity.

Finally, whether or not, the combination of millet bracelet and Lining brings a whole new imagination.