Can Intelligent Running Shoes Become Lining'S Turning Around?

Li Ning Co launched the running market, which is an important piece after Lining's return.

Will Lining bet on smart running shoes?

For Lining, who was re - acting CEO, it was urgent to launch a few "burst" products to boost the Li Ning Co's sluggish morale and restore the growth track.

Lining's first move was the joint launch of intelligent with millet company.

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Can this be his dream of turning over?

In July 15th, Lining and millet Bracelet maker Hua Mei technology released two smart running shoes, positioning high-end "strong Jun" and positioning low-end "Red Rabbit".

The two running shoes are built with a smart core module developed by Hua Mei Technology at the foot arch. Through the millet sports App, data can be collected instantly, including distance, speed, route, calorie consumption and so on.

Lining also emphasized the "smart core" function of analyzing the front and back landing status and precise frequency monitoring.

In fact, Li Ning Co is not the leader of intelligent running shoes.

There are precedents for the design of the shoe into the chip and uploading data to the bracelet or smartphone.

As early as 2006, Apple Corp and Nike jointly launched the Nike series products. Users connect sensors to iPod Nano, iPod Touch or iPhone, which can track user's movement data.

However, intelligent running shoes are not created by Lining. Adidas and Nike have launched running shoes with their own chips on the arch of the arch, which are similar to those of the two products released by Lining.

In fact, none of the related products of the two companies has been sold. Nike's Lunarglide series has cancelled the design since the sixth generation.

In April last year, Nike even disbanded all the teams responsible for the Fuelband bracelet.

With the rise of the intelligent hardware market, the domestic sports brand has repeatedly acted in the field of intelligent wearable devices.

Early this year, 361 degrees and the Internet giant Baidu jointly launched a smart children's shoes, through the soles of the chip to access Baidu map, locate the location of children quickly, so that parents can monitor the phone to prevent children from losing.

At the end of May, the company launched the mini T smart sneakers, and the total sales volume reached 50 thousand pairs.

Liu Chao, CEO of the company, told the "financial world" weekly that Min fox technology will license the technology of small T to more than ten sports shoes brands.

In the industry view, Li Ning Co launched the running market, is the founder of Lining after the return of an important piece.

In recent years, the hot running in China has become increasingly popular, and the major sports brands are growing rapidly in the shoe market.

Although Li Ning Co has launched its own 10 km road race League in 2012 and sponsored the Shenzhen International Marathon, Li Ning Co has become a lagging behind in this round of upsurge.

according to

According to the 2014 earnings report, only the running product line was negative growth in the five major business areas. The growth rate of retail sales and the growth rate of new retail sales were -16% and -4% respectively.

At the beginning of this year, Lining took the initiative to review in the 2014 earnings conference. "Running products have not made any breakthroughs in the past two or three years. Although high-end products are very popular, the product of a more expensive two hundred or three hundred yuan is not ready."

Lining, general manager of the running Department of Ceng Xiang, believes that the launch of Lining intelligent running shoes is an important step in the pformation of the company to embrace new technologies and new business models.

Sales also began to try "millet mode", Lining line store next to provide intelligent running shoes to try out the scene, the two products were on July 20th and 28 in Tmall flagship store began booking.

Zeng Xiang told reporters that the two products must be "exploding money". The first listed "strong Jun" sold more than 2000 pairs in less than 20 minutes.

He thinks that the selling price of these two products is enough to subvert the pricing rules in the field of intelligent equipment.

To Lining's smart running shoes, CEO Liu Chao, a sensitive fox technology, believes that this market is huge and can't be eaten by one family.

According to Liu Chao, sensitive fox technology has installed smart modules in smart shoes.

Li Ning Co will face legal risks of alleged infringement.

At present, sensitive fox technology is in contact with Li Ning Co, and does not rule out legal proceedings.

Li Ning Co has made great efforts to run the market, which is undoubtedly a great market potential.