Why Does Puma'S Sports Brand Keep Fighting Smart Watches?

Recently, Puma (Puma) launched its first smart watch. Previously, many sports brands such as Nike (Nike), Adidas (Adidas), new New (balance) and so on, all cross the field of water testing smart watches, but overall, the market is flat. In this context, why do sports brands still not give up the smart watch business?

Sports brands enter smart watches

It is reported that Puma's smart watch is co produced by Puma and Fossil Group, equipped with Wear OS (Google's wearable device operating system) and Qualcomm Xiaolong Wear3100 chip, with endurance capacity of over 24 hours, priced at 275 US dollars, and has three white, black and green designs. In addition, the intelligent watch has waterproof performance, its weight is only 27 grams, reducing the user's sports burden.

In fact, before Puma, Nike, Adidas and new hundred have launched smart watches. For example, the Apple Watch Nike+ series smart watches jointly launched by Nike and Apple Corp are different from the conventional version of Apple smart watches. The Nike version of Apple smart watch is pre installed with Nike Run Club application and equipped with a breathable strap. For runners, this design is more professional and friendly. But according to the China Commercial Daily reporter, the Nike version of Apple smart watch is nearly 1000 yuan higher than the price of the conventional version.

At present, Nike and apple smart watches have launched the fourth generation. At Apple's official retail store in Xidan, Beijing, sales staff told the China Daily News that Nike's apple smart watch sales have not been as good as regular versions in this store. For most consumers, the function of the regular version is enough.

Adidas jointly released the smart watch Fitbit Ionic with American Technology Corp Fitbit in February last year. Fitbit is responsible for technology and R & D, Adidas is responsible for solving the motion plan. It supports data monitoring functions such as walking, running and heart rate. In appearance, FitBit Ionic adopts a hollowed watch strap design, which helps users to quickly dissipate heat when sweating. It is worth mentioning that the watch is the first intelligent product released after Adidas announced the closure of its hardware products department. However, when the Chinese Commercial Daily visited some of Adidas's physical stores in Beijing, they did not find relevant products; while on the Taobao platform, some businessmen told reporters that the product could be shut down because of poor sales.

Puma, Nike, Adidas and other brands mainly enter into smart watches through cooperation with technology companies, while new brun insists on independent research and development. It is understood that the new hundred in 2016 set up a digital sports department, and released in 2017 smart watches. But like Adidas's smart watch, the market reaction is not satisfactory. At present, there are few new smart watches on the market.

Behind the "chicken ribs" function is the future of data.

Song Qinghui, a famous economist, told the China Commercial Daily that although sports brand is not very good at making smart watches as a whole, the market performance is general, but many sports brands are constantly trying. The main reason behind this is that sports brands try to collect more data through smart watches. Even if the probability of failure is large, strong demand for data also encourages them to continue to follow. He believes that for sports brand, data is an extremely important asset, and we can find new profit growth point through data analysis.

Pan Xuefei, China Research Manager of IDC, an international research institute, also told the China Commercial Daily reporter that the current sports brand layout smart watch market is designed to help users detect motion conditions, extend the user's movement cycle, and deeply understand users' exercise habits through data. This product also enables sports brands to interact with users more effectively, enhancing user stickiness and facilitating sports brand to create a more complete closed-loop system of sports ecosystem.

The domestic endurance sports community and sports training service technology provider, the burning sports product evaluation staff, told the China Commercial Daily reporter that, as a whole, the sports watches launched by the sports brand are "chicken ribs" from the functional point of view, and their products need to be further researched and developed. But he believes that there will be a lot of sports brand layout in the future.