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The intelligent running shoe sole chip can provide professional and tailor-made guidance for the runner by collecting the runner's movement data and analyzing the running posture and gait.
After experiencing heavy negatives such as inventory, closing stores, and losses, Li Ning is expecting a new product to be reborn.
On July 15, Li Ning's smart running shoes with Xiaomi will be officially released. However, this product, which Li Ning founder Li Ning himself was very excited about, has been questioned from all sides before it came out. The most representative question is: As a Nike, Adidas failed to harvest successful concept products. How do Li Ning and Xiaomi go beyond?
Very low prices may be a bright spot
Although Li Ning has not disclosed the appearance and specific functions of this upcoming product to the outside world, according to the news released by the company before, it can be seen one by one:
The chip is located at the sole of the shoe. The R&D team of Li Ning Running Division and Xiaomi Bracelet transformed the Chinese runner data and professional test data accumulated by Li Ning Professional Sports Lab into a series of unique and innovative algorithms. The Xiaomi Bracelet R&D team Implement it;
The function of the chip is to provide professional and tailor-made guidance for runners by collecting runner motion data and analyzing running posture and gait;
The smart shoes can be connected with the Xiaomi Sports Mobile APP (which should be the Xiaomi bracelet) to record the movement and results of the runners, gait analysis, professional guidance and mileage redemption.
The price of this running shoe will be very low and may be a highlight of all the descriptions.
It is reported that the first two cooperative running shoes, one is the upgraded intelligent version of Li Ning's top running shoes, Li Jun, the pricing will not be higher than the current version of the ordinary Lijun sold in the market (about 550 yuan); the other is Li Ning's new Running shoes style, this smart running shoes pricing has created a new low price for smart shoes. It is expected that the latter may be less than 200 yuan, which is in line with the characteristics of all the partners of Xiaomi.
Li Ning Company is full of confidence in this new product. According to data from application analysis company Flurry, the growth rate of health applications in 2014 is 87% faster than other types of applications, which has accumulated huge cooperation between Li Ning Company and Xiaomi Bracelet. Potential consumer groups and create market opportunities.
However, the external commentary is cold and cold. First of all, smart shoes are a slightly old concept.
Both Nike and Adidas have launched similar products, but the actual sales are not good. Nike Shanghai Nanjing East Road flagship store staff told the cricket reporter that the store had indeed sold sneakers that could be placed on the chip. The chips and shoes were sold separately, but the sneakers and chips were discontinued two years ago. Coincidentally, Adidas's similar chip products are currently out of stock. According to the staff of the brand Huaihai Road flagship store, the chips placed on the soles have been out of stock for three or four months, and I wonder if the follow-up will continue to sell.
Another news is that Nike has put aside its investment interest in smart hardware. The company closed the FuelBand team in April last year, and the smart bracelet was also discontinued in stores. Nike's move was considered "smart" at the time. As a sportswear company, developing hardware products is not its strength.
As far as the market for smart devices is concerned, although the prospects are optimistic, consumers are now more likely to “try†consumption. Many people cannot wear them after they buy bracelets, let alone secondary consumption. Even Apple Watch, the actual sales are not as expected. Analysts at the US investment bank Pacific Crown just downgraded Apple Watch’s sales forecast on July 1 and warned that “follow-up sales are weakâ€.
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