Nike'S Future Retail And Future Factory Debut

According to the world clothing shoes and hats net, for many years,

It has dominated the world of sports shoes, so that it is also the largest in the main battlefield of the United States.

It seems to be invincible.

But even a great empire will fall, let alone one.

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According to NPD Group data, Nike's market share in the United States dropped from 35.9% in May to 34.7% in 2016 this year.

Let's take a look at its old rival Adidas. Its market share has increased by nearly two times (from 6.3% to 11.3%) in a year.

It is not easy to maintain the status of the industry leader.

In the personalized sports shoes industry, customized service has always been the major brand development area.

For Nike, "cool" has always been one of its core competitiveness, and now perhaps it wants to do that more than ever.

So in this month's opening of Nike Makers "Experience" in New York, Nike moved the online customization service NIKEiD to the line, using Nike's innovation vice president Smith as saying, "we think this is the retail industry now, and also the future of the retail industry."

NIKEiD has been implemented for more than 10 years. In New York's Nike By You Studio, Nike and Wieden+Kennedy s The Lodge team worked together to design a brand new Nike manufacturer experience project.

Friends who are familiar with the advertising industry may know that Wieden + Kennedy is a creative agency.

Beginning in the mid 80s of last century, a series of advertising works that Nike and the company combined with sports culture and youth pop culture made it a star in the global advertising industry.

The use of subculture to inspire mainstream culture is the first and consistent view of Wieden and Kennedy, so it has been on the cusp of new culture for many years.

The Lodge is an internal technological innovation team of Wieden+Kennedy. They used AR technology in this project.

This project is basically like this. The invited guests put on a blank version of Nike Presto X shoes, which is a shoe specially designed for experience. After wearing shoes, you can choose from the graphic options produced in the traditional design or field design of Nike to design your own shoes, and you can also choose the color of the shoe upper and the color of the Nike logo.

Then the device will present your choice on the model through projected images.

AR, also an object tracking and projection system, can turn the design of sports shoes into a real appearance on the feet of customers.

After the final design is confirmed, the shoes will be produced on the spot. Nike is confident that it will be completed and received in less than 90 minutes.

Usually, NIKEiD's online ordering has few personalized options, and it takes three to five weeks to deliver.

Of course, at this stage, Nike By You Studio is more like a promotional act because it is only open to invited friends, family members and members of Nike+.

Nike needs to create some topics to keep people focused on it.

This customized shoe service is Nike Presto X. It is a new shoe that Nike recently introduced. Maybe Nike also expects it to play the story of changing the bomb.

Looking at all these old rival Adidas's explosions, it is emphasized that "cool" Nike now wants to leave its design decisions to its consumers.

While revealing the true meaning of retail business in the future, Nike also wants to show you what the future factory will look like.

In 2013, Nike became the first group of Grabit customers in the US industrial automation start-ups.

Now, four years later, this cooperation has entered a substantive stage.

Grabit robotics was first derived from SRI, a well-known non-profit research institute in Menlo Park, California.

In 2013, Grabit became a new company independently. Its core technology is to study the use of electrostatic adsorption to control machines.

At the beginning of its founding, Grabit received $25 million in financing. In addition to the sports giant Nike, investors included manufacturers of electronic products, such as Flex, clothing manufacturer Esquel and Korea Samsung Corp.

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You may not know that the most labor-intensive part of assembling a pair of Nike shoes is to assemble the "shoe tongue", that is, a very flexible place on the instep.

The tongue of many sneakers looks like a whole piece of material that is not obviously stitched, but they are actually made up of 40 pieces of material stacked together and heated together.

Although robots can handle most shoemaking processes, the process is too complex, so it is still human responsibility.

Grabit can use electrostatic to absorb the characteristics of objects, and install electrodes on the robot to create an electric field through charging.

This allows the Garbit machine to be adsorbed on various planes or adsorbs various objects, so that ordinary robots can not achieve the operation.

A worker needs to spend 10 to 20 minutes to arrange all the materials of a tongue, while a Grabit robot only takes 50 to 75 seconds.

If calculated by 8 hours per shift, a robot operated by an employee can produce 300 to 600 pairs of shoes in one shift.

In the past month, Grabit has begun to provide several sets of assembly equipment that can reach 20 times manual speed for Nike shoe factories.

So the question is, will such a high productivity result in oversupply of goods? If so, then the price of the sports shoes will have to be sold later.

This is certainly a great thing for our consumers, but will Nike be happy? It's really a love and hate invention.

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