Nike'S Newly Acquired Invertex Can Help Consumers Enhance Their Experience In Pition.

According to the world clothing shoes and hats net, in April 10th,

The group announced the acquisition of Invertex Ltd., an Israeli digital vision company, less than two weeks after Nike's last acquisition of consumer data analysis firms Zodiac.

Invertex chief executive David Bleicher said Invertex is looking forward to joining Nike giants such as Nike and helping Nike upgrade its experience in pition.

Invertex was founded in 2014 by David Bleicher. Its main business is the development of mobile applications that can scan the human body combined with advanced 3D digital technology and deep machine learning technology.

In April 2017, Invertex solved customers' purchase in physical stores and online.

Product experience differences, the introduction of a new foot 3D scanning software FeetID Ecosystem.

FeetID Ecosystem can simulate the process of trying on, allowing customers to more accurately judge whether the footwear products are suitable for themselves before ordering online, thereby reducing the risk of return due to failure to try.

Nike's chief digital officer, Adam Sussman, believes that this paction will help deepen the group's digital talent advantage and enhance the company's digital vision and AI capabilities.

In addition to successive acquisitions, Nike also announced that it will work closely with 40 retailers in the future, including retailers Foot Locker and Nordstrom, Amazon, luxury.

Selected shopping platforms and WeChat with 1 billion months of active users.

In terms of digitalization, Nike launched its SNKRS application in China last December.

SNKRS is a mobile phone app that Nike first launched in the United States, which includes product booking, distribution, registration and registration. It enables consumers to grab new and limited sports shoes more easily and fairly.

Meanwhile, Nike's main competitor, Adidas, is also in constant action.

German sports brand Adidas CEO, Kasper Rorsted said recently that Adidas is expected to close more stores in the next few years and further switch to e-commerce channels.

At present, Adidas has 2500 direct outlets, 1.3 franchises and 15 wholesale stores worldwide.

Adidas plans to increase its online sales from 1 billion 600 million euros last year to 4 billion euros by 2020.

According to Adidas reports, Adidas revenue grew 16% in 2017 to 21 billion 200 million euros, and for the first time entered the annual revenue of 20 billion euros club, of which electricity business sales soared 57% to 1 billion 500 million euros, accounting for 7% of total revenue.

Adidas's official website and the brand Reebok official website of another brand Reebok (Reebok) acquired in 2017 have become the largest source of revenue for Adidas group's e-commerce channel business.

Although Nike still has strong local advantages in the US, its online and offline sales still rank first in the US. But Adidas, who jumped to the second largest sports brand in May last year, clearly intends to continue to exert force on the online sales sector and catch up with it.

In 2017, the US market share of Nike brand sneakers dropped from 34.5% to 32.9%, while the branded brand Jordan also dropped by 0.3 percentage points to 10.8%, while the market share of its biggest competitor Adidas brand increased from 6.8% to 10.3%.

In addition, according to the latest report released by the data research institute L2, in the 12 months of 2017, Adidas's point opening rate exceeded Nike in both Instagram channel and mail channel.

Adidas is expanding its online sales channels.

In addition to the new mobile terminal App that has been on the shelves in the United States, Germany and Britain in November last year, Adidas also joined the Prime Wardrobe membership service plan of Amazon, an e-commerce giant, and launched a "trial first sale" service for Amazon members.

In addition, in the online shopping distribution service, Adidas group is also improving the delivery speed by improving logistics channels and other means, and is expected to realize service in the main cities in the future.

According to the report issued by Market Research Institute Euromonitor, sales of clothing and shoes on the global online channel accounted for 16% of total sales in 2017, up 10% from 2012.

The agency predicts that the apparel and slope sales of the channel will increase to 20% in total revenue in 2021.

In fact, whether Nike group or Adidas group, the frequent takeover actions and the widening of online sales channels are the predicament faced by traditional retailers under the impact of the Internet.

Unlike luxury goods or high-end tailored garments, sportswear has a strong substitutability and a shorter replacement cycle.

This also means that the traditional offline store sales model is becoming more and more "bulky" nowadays.

The efficiency loss of big brands and the lightweight business models are also dwarfed by big brands.

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In the future, the market share competition for sports products online sales has quietly started.

In addition to facing competition, Nike and Adidas will also face the emergence of fashion and niche sports brands that meet the tastes of the younger generation after 00 and after the 1990s.

Competition among sports brands is bound to intensify.

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