Behind The Rise Of The Trend Of Intelligent Sports

Recently, several major international sports brand giants have released intelligent products, such as

Then push the smart bracelet.

Following Nike, AutoDisc was released with an automatic lacing function.

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As the number of physical training increases, the demand of consumers is changing.

Behind the rise of the intelligent movement is the change of consumers' exercise habits and consumption habits.

Monitoring the wearer's motion data? Automatic shoelaces. These functions are not imagination. Sports shoes can be realized.

Recently, several major international sports brand giants released intelligent products one after another, such as Adidas pushing smart bracelet, Puma followed Nike, and released AutoDisc running shoes with automatic shoelace function.

Not only is the international sports brand, but also the domestic sports brand 360 degrees, Lining and so on.

But they still have problems such as high price, poor consumption experience, and lack of data mining and utilization.

Intelligent motion surging

Behind the rise of the intelligent movement is the change of consumers' exercise habits and consumption habits.

In many countries, sports have become a trend.

When all kinds of technology products are popular, sports become intelligent. Of course, sports brand participation is indispensable.

Recently, several major international sports brand giants released smart products one after another, while Adidas pushed smart bracelet. Puma followed Nike and released AutoDisc running shoes with automatic shoelace function.

In fact, this trend of intelligent movement has flocked to several major sports shoes and clothing brands in China.

Earlier, 360 degree collaboration with Baidu released the children's anti lose smart children's shoes, Lining released intelligent racket, intelligent running shoes.

According to the reporter, Nike is the main reason for this wave.

As early as in 2006, Nike launched a Nike+iPod campaign series with apple. After that, the pure music project developed into the Nike+.

Moreover, after 2012, Nike increased its investment in Nike+, namely digital sports, and launched sports bracelets, sports App, sports watches, intelligent sports shoes and so on.

Behind the smart brand of sports brand, it is the change of consumers' exercise habits and consumption habits.

In many countries, sports are gradually becoming a trend.

According to a survey conducted by the State General Administration of sports, the percentage of regular physical exercises in China last year was 33.9%, an increase of 5.7 percentage points over 2007.

Among them, especially urban residents, the number of people who regularly took part in physical exercise accounted for 19.5%, which increased by 48% compared with the data in 2007.

As the number of physical training increases, the demand of consumers is changing.

When it comes to Nike's investment in digital sports, Nike president and CEO Mark said, "now the expectations of consumers are higher than ever. Their demand is personalized, requiring multi-channel and instant" Mark Parker.

Therefore, Nike has invested in the field of digital sports.

Indeed, the rise of the trend of intelligent movement is inextricably linked to the needs of consumers.

When Puma released its non laced smart sneakers, some consumers told the China Daily News reporter: "this is very suitable for me, especially in winter, when you walk or run, you can not stop to tie your shoelaces."

For intelligent running shoes, sports marketing expert Zhang Qing believes that intelligent shoes provide runners with data in running, which can enhance the enthusiasm of sports and enhance the wearing experience of runners.

From the perspective of meeting the needs of consumers, Ma Gang, an expert in shoes and clothing, told China Daily that an intelligent product could be used as a breakthrough to establish a connection with consumers and further understand the other needs of consumers.

Take Nike as an example, Nike has built a community based on the digital products such as smart bracelet and App. Through the community, it can establish contacts with consumers, and on the one hand, it can collect data to facilitate the next digital layout.

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Where is intelligence?

In the early days of development, 360 degrees and Lining worked separately with Baidu and millet ecological chain enterprises to make up for their technical shortcomings.

In the field of intelligent sports, although Nike has achieved some success, the development of most sports enterprises such as Adidas, Puma and Lining is not very ideal.

In view of the existing intelligent sports products, the reporters found that some consumers reflected the phenomenon of high price and poor experience. Some products had the intelligent functions such as Collectible data, but many consumers did not really make full use of the functions of these products, nor did they know how to use these data to help themselves move better.

Fujian Putian Shuang Chi Intelligent Information Technology Co., Ltd. is a company specializing in children's shoes, children's positioning shoes, smart running shoes and other smart shoes business, its operation director Gu Wei Ming told reporters: "the field of smart shoes, though hot, has not made any significant breakthrough, there are technical reasons, on the other hand, there are also market reasons.

Taking smart bracelet as an example, the development of smart wearable products is also gradual. Technology and user habits need a mature process.

Compared with Google, Baidu, millet, Lenovo and other technology companies, the sports brand is more obvious in the competition of intelligent products.

Therefore, in the early stage of development, 360 degrees and Lining worked with Baidu and millet ecological chain enterprises to compensate for their technical shortcomings.

Last year, Nike withdrew from the market of smart wearable hardware equipment such as smart bracelet, smart watch and so on in the competition with technology enterprises. It began to focus on the opening of Nike+ platform, trying to integrate hardware and software equipment manufacturers through the platform.

Recently, Nike announced that it would work with DreamWorks and technology company NOVA to build a 3D digital design system using NOVA's visualization platform to change the product creation process.

Therefore, the practice of cooperation between Lining and technology enterprises is undoubtedly wise.

However, these enterprises need to pay more attention to their own R & D and use.

An intelligent wearable device industry told the China Daily News that many products have already solved the problem of wearing and using, but the most important thing to consider is why consumers want to use these products, whether these products can bring changes to their lives and work, otherwise they will not reflect the intellectual value of products.

Take domestic smart shoe companies as an example, although smart products can monitor the wearers' movement data, but the meaning of these data is not considered more.

Ma Gang believes that in the later stage of user data mining and utilization, enterprises should plan well.

Our country in this respect is Lining.

Prior to its cooperation with the millet ecological enterprises launched two smart running shoes, Lining official said, based on this, Lining is trying to create "professional equipment + intelligent hardware + Mobile Internet + data analysis sharing" and other "four-dimensional integration" three-dimensional intelligent platform, to provide consumers with a variety of running experience, open Lining brand to enter the "Internet + sports life experience" in the new era.

Behind the purely intelligent products, Lining sees the sports lifestyle, and digital products are an important part of this strategy.

However, although Lining's strategy is correct in direction, its subsequent products and layout are actually more important, the industry insiders said.

As for the direction of development, "it can be said that both now and in the future, software is part of smart shoes", Gu Wei Ming raised a problem that enterprises need to pay attention to.

Although there is no way to predict the future development of intelligent sports in China, it can be determined that how to make data play a better role in these enterprises will become a major problem that needs to be solved, insiders said.