Are Smart Running Shoes Our Just Needs?

This millet and Lining's attempt to quit intelligent running shoes is a good thing from the point of cooperation and product starting point, but it can be seen from the side that in China, whether it is Internet companies or traditional retail businesses, they have always been lost in the aspect of innovation.

In the rapidly changing digital and sports equipment industry, the two new products have decided to be the same as Nike's design concept nine years ago.

The introduction of smart running shoes for millet and Lining, is not a special road that can not be duplicated, other brands can be replicated quickly. Once HUAWEI, Lenovo and other manufacturers with strong R & D strength and Anta, XTEP and so on, it is not impossible to duplicate the two strategies. So for millet and Lining, this is definitely a blow.

In 2014, the total electricity revenue of Lining increased by 48%, but the electricity business accounted for only about 5% of the total revenue.

In the past, the online and offline business problems were Lining's difficult marketing secrets.

In the process of rapid decline, how to quickly enter the Internet and successfully open sales in the electricity supplier is Lining's top priority.

The move to launch smart running shoes with millet is limited to the long-term difficulties faced by Li Ning Co.

More often, whether consumers will favor Lining's smart running shoes depends on Lining's reshaping of channels and brands, and the essence of returning to the retail industry is the most critical.

At present, the lack of power in the electronic business seriously restricts the sales volume of Li Ning Co.

For millet, after the four line of urban youth groups, Lining is indeed quite a market, millet hope that this cooperation can be harvested by Lining user group.

Maybe their goals are not wrong, but the way they seem to be a little donkey is not right.

Because they may have forgotten that sports and health may not be too much concern for this user group.

It is reported that the specific content of the two sides' cooperation is "pforming the Chinese runner data and test data accumulated in the Lining sports laboratory into a series of algorithms, which are implemented by the millet Bracelet R & D team in the soles smart chips. The smart chips provide professional guidance for runners by collecting data of runners and analyzing running posture and gait.

The product will also be connected with the millet mobile terminal APP, and record the movement process and results of the runners, including gait analysis, professional guidance and mileage replacement.

To put it simply, millet is developing smart chips and putting them in.

With smart bracelet.

It seems to be tall, but the concept of adding chips to the sole has long been used by other brands. Now this concept is out of date.

As early as 2006, Apple and Nike launched Nike+ series products, including Nike+iPod -- users connect sensors to iPod Nano, iPod Touch or iPhone to track user's motion data.

Smart running shoes are not original. NIKE has developed similar technologies, including records, analysis and replacement.

But in fact, the product has not been sold.

It also means that after buying several times, it has no longer been used.

Compared with those who like to run, most of the people who buy running shoes still attach importance to brand and quality.

The price issue is relatively less important.

Even low priced products are not attractive to those who love running shoes, and they are more willing to spend hundreds of dollars on a high quality product.

For ordinary users, the more than 540 Lining running shoes, though intelligent, are not practical, especially in the same price category, they can buy Nike's running shoes, so they are not attractive to ordinary users.

How to catch up with international brands from the aspects of appearance, comfort, durability and functionality is also a very severe test for Lining.

In addition to the above problems, the actual function of intelligent running shoes is also to be tested. For the current smart bracelet, there is not a product that can convince me that he really knows more about how I should exercise than the coach. Not only that, the results of the analysis data produced by most smart Bracelets are not convincing.

Similarly, if the result of millet chip recording can not bring real guidance, it will eventually become a mere monitoring of running time, route and social interaction, and the significance of buying smart running shoes is not great.

Even if the two companies solve the above problems, the bottleneck of the wearable devices, such as battery, pmission and power consumption, is also a long-standing problem in the whole industry. If it can not be solved well, it will still seriously affect the consumer experience.