Footwear Brands Try To Add Value To Wearable Devices

Zhang Qing, the founder of sports consulting company limited, points out that these initiatives on wearable devices are 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.

The brand should be considered from these two aspects.

Ma Gang, an independent commentator in shoe and clothing industry, said

It is not necessarily a lot of money to sell, but it can be a gimmick.

It is still an attempt for enterprises to enter the field, and it is still early to talk about the market prospect.

In fact, relatively speaking, international

Nike should be the first step in the industry.

In November 2013, Nike had already installed the second generation Fuelband Bracelet:

。

Prior to that, Nike also released two smart sports shoes, both of which integrated Nike+ForceSensor sensing technology, sending the user's motion data through the wireless data pmission to the user's mobile device, and sharing it through the display function on the social network platform.

In addition to Nike, some famous clothing and life - user brands, including Adidas and Lulu lemon (Lululemon), have strides towards the wearable technology market.

Zhang Qing believes that traditional hardware vendors use it as a means of profit, and clothing companies use it to enhance user perception.

It is pointed out that wearable devices are still in the initial stage, and there is still a long way to go in terms of functionality, comfort and applicability, but it will be a trend in the future.

In the development of wearable devices, Nike has been at the forefront, and has also provided a good benchmark.

"In addition to providing equipment at the front end, Nike is more important to provide richer content and better user stickiness at the back end. This is the next stage of our local brand's efforts."

He believes that the hardware is not very difficult, and the higher threshold is the background, including data mining, data based services and user experience.

Related links:

According to the insiders, behind the "heterosexual marketing", the women's shoes and clothing market is constantly rising. Whether it's traditional sporting goods brand, new sports brand or fast fashion brand, almost simultaneously, women's consumption ability has been improved.

This can be felt in Luo Shaoqiang's speech at Q2014's annual marketing conference.

"With the increasing social status of women, their concern for themselves and their internal and external demands are constantly improving. Fashion has become the focus of competition for women's market.

In order to meet the increasing demand of customers, we are leading fashion through more styles.

At present, Q designs more than 30000 new shoes in one year, from which 1800 models are introduced to the market.

On the other hand, we launch the fashion collocation Handbook for every customer, and regularly invite the stylist to go to the store to provide tailored collocation for customers.

Moreover, we have also launched the male vision to interpret the marketing methods of women's fashion, which will become the marketing focus of Q's several regional market development.

Luo Shaoqiang said.

In fact, the warming up of women's sports market has also led the major sporting goods giants to incorporate women's marketing into their market strategy.

This is the case with Anta, the first sports brand in China. As early as 2009, Anta signed Jankovic and Zheng Jie's female tennis girls. This is the starting point of the high fashion sport of tennis, which promotes Anta's penetration in the women's sports market.

Over the years, Anta has once again hit the market for women's sports. This strategy is continuing and deepening.

"With the development of economy and the improvement of living standards, women's concept of fashion and healthy lifestyles is also improving. This will further release the great potential of women's market segments.

This is a consumer of half the population.

From their physiological functions to psychological motives, they are quite different from the traditional market patterns. Therefore, the consumption demand that focuses on women's characteristics is also coming out.

Zhang Tao, vice president of Anta, said.