Calm Down, Smart Running Shoes Are Our Real Needs?

This millet and Lining's attempt to quit intelligent running shoes is a good thing from the point of cooperation and product starting point, but it can be seen from the side that in China, whether it is Internet companies or traditional retail businesses, they have always been lost in the aspect of innovation.

In the rapidly changing digital and sports equipment industry, the two new products have decided to be the same as Nike's design concept nine years ago.

The introduction of smart running shoes for millet and Lining, is not a special road that can not be copied, other brands can be quickly copied, once HUAWEI, Lenovo and other manufacturers with strong R & D capabilities.

It is not impossible to combine XTEP and other strategies to replicate the two strategies. For millet and Lining, this is definitely a blow.

In 2014, the total electricity revenue of Lining increased by 48%, but the electricity business accounted for only about 5% of the total revenue.

In the past, the problem of online and offline Bo Bo was Lining's difficult marketing secret. In the process of rapid decline of traditional channels, how to quickly enter the Internet and successfully open sales in the electricity supplier is the top priority of Lining.

The move to launch smart running shoes with millet is limited to the long-term difficulties faced by Li Ning Co.

More often, whether consumers will favor Lining's smart running shoes depends on Lining's reshaping of channels and brands, and the essence of returning to the retail industry is the most critical.

At present, the lack of power in the electronic business seriously restricts the sales volume of Li Ning Co.

It is reported that the specific content of the two sides' cooperation is "pforming the Chinese runner data and test data accumulated in the Lining sports laboratory into a series of algorithms, which are implemented by the millet Bracelet R & D team in the soles smart chips. The smart chips provide professional guidance for runners by collecting data of runners and analyzing running posture and gait.

The product will also be connected with the millet mobile terminal APP, and record the movement process and results of the runners, including gait analysis, professional guidance and mileage replacement.

To put it simply, millet is developing smart chips, putting them in soles and using smart bracelet.

It looks very tall, but

The concept of joining chips has long been used by other brands, and this concept is outdated now.

As early as 2006, Apple and Nike launched Nike+ series products, including Nike+iPod -- users connect sensors to iPod Nano, iPod Touch or iPhone to track user's motion data.

It is not original. NIKE has developed similar technologies, including records, analysis and replacement.

But in fact, the product has not been sold. Many users also say that they have not been used again after buying several times.

Compared with those who like to run, most of the people who buy running shoes still attach importance to brand and quality.

The price issue is relatively less important.

Even low priced products are not attractive to those who love running shoes, and they are more willing to spend hundreds of dollars on a high quality product.

For ordinary users, the more than 540 Lining running shoes, though intelligent, are not practical, especially in the same price category, they can buy Nike's running shoes, so they are not attractive to ordinary users.

How to catch up with international brands from the aspects of appearance, comfort, durability and functionality is also a very severe test for Lining.

In addition to the above problems, the actual function of intelligent running shoes is also to be tested. For the current smart bracelet, there is not a product that can convince me that he really knows more about how I should exercise than the coach. Not only that, the results of the analysis data produced by most smart Bracelets are not convincing.

Similarly, if the result of millet chip recording can not bring real guidance, it will eventually become a mere monitoring of running time, route and social interaction, and the significance of buying smart running shoes is not great.

Even if the two companies solve the above problems, the bottleneck of the wearable devices, such as battery, pmission and power consumption, is also a long-standing problem in the whole industry. If it can not be solved well, it will still seriously affect the consumer experience.