Nike And Adidas Launch Shopping App So That You Don'T Have To Queue Up For Shoes.

Shoes fans may have experienced it for a limited edition.

Anxiously waiting for the mood of SMS notification and standing at the door of the shop queue.

However, this experience may only exist in memory later.

According to the world clothing shoes and hats net, in November 2017,

At last, it launched a long series of Nike x Virgil Abloh joint TEN THE TEN.

Unlike in the past, Nike put the first nine pairs of these ten pairs of shoes (except Converse's ChuckTaylor All-Star) in a sports shoe shopping app called SNKRS, which was sold at different times.

The release schedule of the joint series "THE TEN" on SNKRS on Nike x Virgil Abloh

This is not the first time Nike has offered limited sports shoes from offline stores.

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SNKRS was launched in the US in February 15, 2015, and in December 8, 2017, the App was officially launched on the mainland of China.

Compared with other App in Nike app family, SNKRS's biggest feature is its shopping function. NikePlus members can register and join random ballot on NikeSNKRS NikeSNKRS to get the purchase qualifications of limit, joint name, and popular shoes; set up an advance booking reminder for target shoes, get a push reminder before sale; follow up order information in real time after ordering; save personal shoe size, address, information needed for payment in Nike SNKRS, and pay for products online.

The SNKRS platform not only provides the purchase qualifications for the limited amount of sports shoes, but also provides men's, women's and children's sports shoes including Nike Sportswear, NikeSB, NikeBasketball, Jordan and other shoes.

In recent years, the position of "consumers" in the hearts of brands has been rising. When consumers' shopping habits change significantly, brands are changing the way of interaction with consumers.

When Nike launched the SNKRS in the US in 2015, the old rival Adidas also launched its own Confirmed shopping application on the occasion of Yeezy750 Boost.

Slightly different from the SNKRS function, Confirmed is specifically used for the sale of limited sports shoes, and only users within certain geographic areas can use the App to do shopping.

Although users are using these brands to buy App, they reflect many technical problems, but sports brands seem to have a heart to heart to take this road to the end.

However, the new problem is that sports brands have to decide which technologies to invest in digital technology will have a positive and significant impact on the future business, and those experiments that prove the limited prospects of digital technology will no longer exist.

For example, research and development of wearable devices.

Recently, Adidas announced the dissolution of its digital sports department (Digital Sports Business Unit).

The Department is mainly responsible for Adidas's wearable device business, which is equivalent to announcing that the German sports brand has officially withdrawn from the wearable equipment field.

Coincidentally, Under Armour, or UA, also announced in 2017 that it had stopped producing joint HTC with its Taiwan mobile brand HTC to produce wearable sets of UAHealthBox. As early as 2014, Nike had cut off the company's digital sports hardware team, shutting down products including FuelBand fitness wristbands, and focused on sports fitness applications.

Not only did sports brands stay away from wearable devices, but in 2017, even Jawbone, a pioneer in the field of smart wearable devices valued at $3 billion, entered bankruptcy liquidation.

While removing the digital sports department, Adidas officials say it will focus on developing two digital platforms, Runtastic and Adidas in the future.

Among them, Adidas is Adidas recently launched a new AI App shopping experience.

That is to say, from the perspective of enterprise development, the realization of the problem -- the digitalization of the company's retail channel level may be much more important than wearable devices at this stage.

This brand is the same as the brand name App is Adidas's first comprehensive shopping application, facing a broader user base.

At present, the App can only be used in the United States and the United Kingdom, but Adidas plans to extend the application to more countries in the first half of 2018.

Adidas platform provides Adidas's full range of products, consumers can shop and track their orders. At the same time, this App can also extract user's past shopping experience and personal information through artificial intelligence, generate personalized recommendation according to user's interest and behavior, and recommend not only products, but also product news and specific sports events content; in this App, there is a "Share How You Wear It" area, which allows users to show their photos of Adidas products; besides, consumers can also interact with customer service 24 hours a day.

In 2017, UA, who had not been able to go smoothly, announced the launch of UA Shop, a mobile app to enhance consumer shopping experience in 2016.

Previously, UA has invested hundreds of millions of dollars to build a digital community with 170 million users, and has four fitness App.

Although UA Shop does not carry out the shopping function in App itself, it provides consumers with more accurate matching of clothing shoes with their lifestyle through the collection of data in UA's "Connected Fitness" community. For example, App can recommend what kind of running equipment you buy according to your running mileage under different days, to a certain extent, it will also stimulate consumers' buying behavior.

Not only are sports brands speeding up online shopping, but some of the more cutting-edge retailers are also starting to build their own shopping App.

Kith, a well-known boutique, has worked with Shopify, an e-commerce software developer, to launch Frenzy shopping applications for the most popular Limited sports shoes.

Brands are trying to create a better shopping experience. This experience includes not only faster purchase, delivery, delivery, but also more functions and fun for shopping and selling.

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On the 2017 Carnival ComplexCon, held in Long Beach, Losangeles by the trend website Complex, Frenzy and Losangeles boutique Union, Japanese artist Murakami Takashi (Takashi Murakami) and the trend brand Billionaire Boy "s Club" to issue limited edition clothing series, and only for the crowd present.

People who have downloaded Frenzy App are eligible to purchase these products as long as they enter the venue.

Then people who grab the product can pick up the goods at each brand stall or choose to mail them home.

Frenzy shopping applications launched by Kith and Shopify

"Now it's not just a big sport Brand Company, but small brands are also participating," said Robleh Jama, Frenzy's product manager, in an interview with the trend website Highsnobiety. These personalized and exciting sneakers will bring excitement to the sports brand, which is simply a new product that can't be satisfied in social media.

Some people will also worry that if online trading takes the place of the original way of shopping, will the pleasure of buying and collecting sports shoes be diluted?

After all, the formation and development of the sneaker culture can not be separated from the sneakerhead network, which is woven together with each other. History, culture, music, film and television, emotion and other soft factors make the money spent and bought shoes have the value beyond the material carrier.

Sports brands also want to use technology to enhance the "humanization" experience of shopping App.

In June, when Nike released the limited edition PSNYx Air Jordan 12 "Wheat" on SNKRSApp, it designed a game like treasure hunting game.

They released the news of sneakers to potential buyers in advance, asking them to appear at a specific place at a specific time - the Washington Square in New York, where participants were searching for the virtual shoes images in real space through the App of SNKRS, thus unlocking and buying this limited sports shoes.

This is the newly added Stash function on SNKRS.

This design came from Nike's acquisition of VirginMega, a start-up company in Manhattan, New York in 2016.

Now, the company is mainly responsible for strengthening the entertainment and community attributes of Nike's digital business.

The arrival of shopping App is in line with the brand names that have been emphasized by many brands in recent years, such as strengthening the business of electronic commerce and strengthening the direct control of brands on channels.

In the Sole Collector survey of sports boutiques in the United States, shopkeepers complained that some of the products that were originally sold as shops were pferred to online outlets, and shops were also affected.

At the investor conference this October, Nike said it would work closely with 40 retailers in the future, including retail FootLocker and Nordstrom, including new partners Amazon, luxury luxury Farfetch, and WeChat in China.

The energy and material resources saved will be used in the construction of a series of new applications and experiential stores in Nike.

And Adidas has been trying to strengthen its performance in terms of e-commerce.

Earlier, Adidas has said that it hopes to increase to $4 billion by 2020, based on the 2016 electricity supplier income ($1 billion).

At present, Adidas is on the right road. In the second quarter of 2017, their electricity revenue increased by 66%.

Besides, shopping App may have an unexpected effect.

For a long time, when the limited edition shoes are on sale, there will always be some violent incidents such as stampede, robbery or even death.

And the buying behavior is on the line. The injury may be the computer keyboard, but it will not be a real person.

But the biggest worry for consumers in China is whether the experience of online shopping is smooth.

People who have experienced double eleven or grabbed train tickets on 12306 may feel this way. When you see the product, the train ticket is stolen, the payment page is jammed, the payment is clearly made, but there is no shopping record.

You know, the purchase of limited shoes may not be inferior to double eleven.

When SNKRS released the joint name of Virgil Abloh, the users who participated in the panic buying had experienced such problems as refreshing delay, payment barriers, system collapse and so on.

Disappointed users vent their anger on the social platform, and they also generate many pieces.

Moreover, at present, many App based sneakers are restricted by geographical area. Users need to live in a fixed place in a city, or to go to the location to get the opportunity to rush.

When the brand moves the snapping up activity online, they will find that various problems under the original line can also instantly derive the online version.

For example, once the cattle, is now the Bots.

This kind of robot can grab before others and sweep away the goods.

In the paction of supply and demand, the problems existing in itself will not disappear because of the change of trading space.

The appearance of shopping App enables consumers to choose their stores to connect to the store under the brand line, the official website and the App, so that the brand can have a more comprehensive control over the product channel.

However, in order to make everyone enjoy a superior and smooth shopping experience, and even meet the emotional needs of the shoe fans in buying shoes and communicating, the brand needs to do more than just add servers.

Later, when you move your fingers on your cell phone, do you still miss the days when you buy shoes in line?

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