Lining Millet Alliance Launched Smart Running Shoes Suck

A few days ago, Lining joined the millet eco chain company, Hua Mei technology, officially launched two cooperation two smart running shoes.

Lining hand in hand millet to promote intelligent running shoes on-site staff exclaimed, "the price is too low".

What's going on here?

Reporters at the scene found that millet technology CEO Lei Jun also came to Lining headquarters, although he did not speak, but it is enough to see its fans are called "millet running shoes" product attention.

Millet play intelligent hardware has always been an open mind, for this reason, the industry people think that the urgent pformation of the Lining group and millet marriage is a correct decision, millet strong fan economy, can drive both companies to embrace the intelligent sports industry.

Lining's O2O mode

As early as March this year, Li Ning Co announced a strategic agreement with millet ecological chain enterprises and millet Bracelet developers, to jointly build a new generation of smart running shoes, and will explore the health field of big data, and announced the march into the field of intelligent sports.

It is understood that the basic form of cooperation between the two is that Lining is responsible for the production of running shoes, and Hua Mei is responsible for intelligent research and development.

The two running shoes were built with the "smart core" component developed by Hua Mei. The individual chip was placed in the shoe box independently, and the consumer installed it in the groove of the sole.

Through its millet sports APP, Lining intelligent sneakers can provide runners with the functions of running time, speed, pace, and running suggestions.

It is worth noting that Lining intelligent running shoes will be seamlessly linked to millet sports APP, and through the chip to achieve front-end runner interaction and data pmission analysis to the client presentation report, and then to a key social sharing and a series of new intelligent running experience.

There is no doubt that relying on Millet movement APP tens of millions of active users, Lining smart running shoes will focus on social interaction experience.

It is understood that it will also gradually carry out professional training programs, friends urge challenges, mileage points and other social functions, Lining's ambition to enter the intelligent movement appears.

In addition, the two smart running shoes released here are priced at 399 yuan and 199 yuan respectively.

For this price, the staff of Lining group can not help exclaiming at the conference site, "such a low price is simply the cost price."

Lining's running shoes are basically priced at 200~500 yuan.

And the two smart running shoes released on the spot, no matter from the workmanship or from the function, are more than the products on the market now.

Obviously, Lining's sale of smart running shoes has also played a "millet strategy".

"Lining smart running shoes are trying not only to create product experience and break price barriers, but also create a three-dimensional ecosystem in the tide of Internet +, so that intelligent running can be integrated into Chinese life without feeling."

In the view of Li Ning Co CEO Lining, he hopes this time Lining smart running shoes will promote consumers to run from simple running to "intelligent running lifestyle" at high cost performance. At the same time, he calls this selling mode Lining's O2O mode.

The so-called O2O mode is that, starting in July 20th, the Lining store will provide a trial run of smart running shoes and start booking at Tmall flagship store, but it will not be able to purchase at Tmall Tmall flagship store, Jingdong flagship store and Xiaomi online until August 8th.

Lining's "turning around"

The old prince of gymnastics is 52 years old this year.

As the most famous local sports brand in China, Lining's answer in the past two years is not satisfactory.

Li Ning Co reported a net loss of 781 million yuan in 2014, which is the three consecutive year of losses.

In 2012 and 2013, they lost 1 billion 979 million yuan and 392 million yuan respectively. In the first half of last year, Lining lost a lot of money when the performance of many other sports brands improved.

Since the return of Lining, 2015 seems to be turning into a turning year. What is surprising is that the veteran sports veteran and low profile businessman who has been out of the woods in the past few years and has retired behind the scenes has no secret that he is concentrating on studying Internet thinking.

Careful industry insiders found that in the spring of 2015, Lining opened Sina micro-blog for the first time.

In just two months, his fans surged to 510 thousand, and his first concern was Lei Jun, the head of millet.

In this year's national "two sessions", Lining was wearing a picture of millet Bracelet by Lei Jun.

Lining also openly said, "I admire Lei Jun's dedication. Chinese entrepreneurs need this spirit."

Since March 16th, Li Ning Co announced that the stock price of Li Ning Co rose five days from the traditional brand of sports shoes and clothing to the field of intelligent sports, and increased by 11.6% and 14.1% respectively in March 19th and 20th.

To this end, Internet analyst Wang Liyang said

Hand in hand millet to enter the field of intelligence to find the right partners, millet fans and Li Ning Co target crowd overlap rate is higher, and the price of smart wear can let Lining fight a turning around is very possible.

Lining's "millet strategy" played by smart running shoes is indeed attracting a lot of attention.