Push smart shoes Lining and millet really everything is possible?
Recently, Li Ning, the company announced a strategic agreement with millet ecological chain enterprises, millet Bracelet founder wammy technology, joint research and development of a new generation of intelligent running shoes, and jointly explore large data in the field of health. Li Ning hope to take this opportunity to solve the crisis in transition, intelligent shoe market space exploration, and millet is undoubtedly in the ecosystem of the wall itself. At present, the latest news, the product is still in the testing phase, is expected in the third quarter of August, 7 listed.
Incast or mistress, millet and the
As China's most well-known local sports brand, Li Ning, the company announced the 2014 earnings display, Li Ning Company in 2014 losses reached 7.43 billion yuan, up until the end of 2014, Li Ning brand total 4424 stores, than 2013 reduce 11.3 percent. But at the same time in the outlets of network expansion, opened 276 new stores, reached 1202, an increase of 29.8%. Actively to control sales channels at the same time, the deficit situation has not improved, since 2012, 2013 losses were 19.79 billion yuan and 391 million yuan, this is its third consecutive years of losses. And three days before the results of the conference on March 16, Li Ning, the company officially announced the news cooperation with millet, announced a strategic cooperation with the China Science and technology, to create smart shoes, to explore the data in the field of health. While China Science and technology which is a road belongs to the ecological chain Millet's, single handedly created the millet bracelet.
Millet company after the introduction of intelligent millet bracelet worn equipment, experienced a period of the outbreak, but sales after the break through 100 million, the user has a relatively saturated, entered the phase of slow growth. At the same time, in the Li Ning announced the first two weeks of cooperation between the two sides,, March 2, let millet company's ecological chain enterprises small ant technology officially launched the & ldquo; version of millet GoPro” & mdash; mdash; small ants moving camera, the basic version costs $399 yuan, increase self rod sleeve installed travel version costs $499 yuan, today in the official website of millet, Jingdong and lynx flagship simultaneous release. Of course, after & ldquo; for everyone to enjoy the fun of science and Technology & ldquo; millet camera, and is always out of stock.
In Millet Bracelet user growth and saturation millet camera movement launched, Li Ning continuous deep losses transformation trapped dilemma period, two co move very aftertaste letting a person. On the one hand, over the past year the public on sports participation enthusiasm increased, health tracking applications and various equipment gradually popular, let both sides smell the ghost of a chance. However, the cooperation between the two sides, in addition to the pursuit of commercial Each takes what he needs. on the outside, did not seem to be too serious.
Millet cooperation with the Li Ning, I think there are three main reasons, first of all, as is known to all, from the point of view of millet in the previous product, price of core competence in millet, best is product marketing, especially on the Internet, but its not prominent advantage in hardware development. Before long, Nike has research and development of intelligent sports shoes and tried, and the Li Ning with the R & D project, much like with Li Ning is a technical training. Secondly, after the explosive development, millet Bracelet original market has almost saturated, urgent need to develop new users, and users with Li Ning millet users have some overlap. Finally, bracelet millet, millet camera, smart shoes, three are associated with exercise equipment, series for millet into the field of intelligent hardware, to create a perfect sports ecosystem is a great help.
And to spend two years time, the reform plan no significant improvement, performance still can not get out of the quagmire of loss sports brand Li Ning speaking, indeed in urgent need of transformation of self-help remedy. Has been, Li Ning as a sports brand, the main consumer groups is 25 years old of above mainly, nearly two years younger strategy were failed to end. However, Li Ning still hopes to open the market for young people. After all, the main sports or the young market. The millet and cooperation, on the one hand, hope with millet brand image, enhance oneself in young people the visibility and reputation. On the other hand, in the current predicament, with smart wearable devices of the air, from the traditional sports shoes brand officially entered the intelligent motion segments of the relative infancy, even though it's a gamble, but for the bogged down in the quagmire of losses of Li Ning company amounts to a root life-saving straw, at the same time, by stimulation of the information, Li Ning, the company's share price even rise five days, in the month of April 19 and 20 respectively, rose 11.6% and 14.1%. This is also reflected in the outside world for the Li Ning Co, indeed have some expectations to break the current predicament.
