Recently, Li Ning announced that it has reached a strategic agreement with Xiaomi Ecological Chain Enterprise and Xiaomi Bracelet Founder Huami Technology to jointly develop a new generation of intelligent running shoes and jointly explore the field of big data health. Li Ning hopes to solve the current transformation crisis and explore the market space of smart shoes, and Xiaomi is undoubtedly the ecological circle of the wall itself. At present, the latest news said that the product is still in the testing stage and is expected to be listed in July and August of the third quarter.
Tim is still Shantou, Xiaomi and Li Ning are abacus
As China's most well-known local sports brand, Li Ning's 2014 financial report shows that Li Ning's loss in 2014 reached 743 million yuan. By the end of 2014, Li Ning brand had a total of 4,424 franchise stores, a decrease of 11.3% compared with 2013. At the same time, the network of direct-operated stores expanded, opening 276 new stores, reaching 1,202, an increase of 29.8%. While actively controlling sales channels, the loss situation has not improved. Since 2012 and 2013, the losses were 1.979 billion yuan and 391 million yuan respectively, which is the third consecutive year of losses. On March 16th, three days before the performance conference, Li Ning officially announced the cooperation with Xiaomi, and announced a strategic cooperation with Huami Technology to build smart running shoes and explore the field of big data health. Huami Technology is a company that belongs to the ecological chain of Xiaomi, and has created the Xiaomi bracelet.
After the introduction of the smart wearable device Xiaomi bracelet, Xiaomi Company experienced an outbreak period, but after the sales volume exceeded 1 million, the users were relatively saturated and entered a stage of slow growth. At the same time, in the first two weeks of Li Ning's announcement of cooperation between the two parties, that is, on March 2, Xiaomi Technology, an eco-chain company of Xiaomi Company, officially launched the "Millet version of GoPro" - the small ant sports camera, the basic version is 399. Yuan, the travel version of the self-timer kit is priced at 499 yuan, and will be on sale at Xiaomi's official website, Jingdong and Tmall flagship. Of course, the Xiaomi camera, which allows everyone to enjoy the fun of technology, is as short as ever.
In the period when the growth of Xiaomi bracelet users is saturated and the launch of Xiaomi sports camera, and Li Ning's continuous losses are in deep trouble, the two cooperation moves are very reminiscent. On the one hand, the public's enthusiasm for participation in sports has increased dramatically in the past year, and health tracking applications and various devices have become increasingly popular, giving both sides a chance to smell. However, the cooperation between the two sides does not seem to be much sincerity in addition to chasing the needs of the business.
The cooperation between Xiaomi and Li Ning, I think there are three main reasons. First of all, it is well known that from the past products of Xiaomi, Xiaomi, which is the core competitiveness of price, is best at product marketing, especially in the Internet, but its hardware. There is no outstanding advantage in research and development. Long ago, Nike had researched and tried related smart sports shoes, and this time with Li Ning research and development projects, it is very similar to taking Li Ning to conduct a technical training. Secondly, after the explosive development, the original market of Xiaomi bracelet is almost saturated, and it is urgent to open up new users, and Li Ning's users have a certain overlap with Xiaomi's users. Finally, Xiaomi bracelet, millet camera, smart running shoes, all three are sports-related equipment, and it is a huge help for Xiaomi to deepen the field of intelligent hardware and create a perfect sports ecosystem.
For Li Ning, a sports brand that has not seen a significant improvement in the reform plan and whose performance is still unable to make a loss, is indeed a need to transform itself. Li Ning has always been a sports brand. The main consumer groups are mainly over 25 years old. The strategy of rejuvenation in the past two years has failed. However, Li Ning still hopes to open the city of young people. After all, the main force of the sport is the cooperation between the young people and Xiaomi. On the one hand, I hope to use the brand image of Xiaomi to enhance the exposure and reputation of young people. On the other hand, in the current predicament, with the help of the smart wearable device, the traditional sports shoes and apparel brand officially entered the relatively early stage of intelligent sports segmentation. Although this has certain gambling meaning, it is deeply mired in the loss quagmire. Li Ning Company is tantamount to a life-saving straw. At the same time, Li Ning’s share price has risen for five days, and it has risen 11.6% and 14.1% respectively on the 19th and 20th of the month. This also reflects that the outside world does have certain expectations for Li Ning to break through the current predicament.
Calm, smart running shoes is really what we need?
It is reported that the specific content of the cooperation between the two parties is “converting the Chinese runner data and test data accumulated by Li Ning Sports Lab into a series of algorithms, which are realized by the Xiaomi Bracelet R&D team in the sole smart chip; the smart chip collects the runners. The sports data and analysis of the running posture and gait provide professional guidance for the runners. The product will also be connected with the Xiaomi Sports Mobile APP, which will record the movement process and results of the runners, gait analysis, professional guidance and Mileage redemption." Simply put, Xiaomi developed a smart chip, put it into the sole, and use it with a smart bracelet.
It seems to be very tall, but the concept of adding chips to the soles has long been used by other brands, and the concept is now obsolete. As early as 2006, Apple and Nike launched the Nike+ series, including Nike+iPod, which connects users to iPodNano, iPodTouch or iPhone to track user movement data. Intelligent running shoes are not original. Once NIKE has developed similar technologies, including recording, analysis and redemption. But in fact, the product is not sold, many users also said that after using it a few times after purchase, they are not used again.
Cam Latches,Hardware Latches,Toggles Hooks,Adjustable Toggle Latches
Ningbo Hengchieh Locking Technology Co., Ltd. , https://www.hengchieh.com