Li Ning, a stranded e-commerce company, entered into a strategic agreement with Xiaomi's ecological chain. Date:2015-07-02 15:27
Li Ning, which was trapped by e-commerce companies, announced that it had reached a strategic agreement with millet eco-chain company and millet bracelet founder Huami Technology to jointly develop a new generation of intelligent running shoes to jointly explore the field of big data health. Li Ning hopes to take this opportunity to solve the current transition crisis and explore the market space for smart shoes. Xiaomi is undoubtedly reinforcing his own ecosystem.
By the end of 2014, the Li Ning brand had a total of 4,424 franchise stores, which was 11.3% lower than in 2013. However, at the same time, it expanded its network of directly-operated stores and opened 276 new stores, reaching 1,202, an increase of 29.8% year-on-year.
Li Ning Company actively controlled the sales channels, but the loss situation did not improve. After losses of 1.979 billion yuan and 391 million yuan in 2012 and 2013, respectively, this was its third consecutive loss.
Xiaomi Company experienced an outbreak after launching the smart wearable device millet wristband. After the sales exceeded 1 million, the users were relatively saturated and entered a stage of slow growth. In the first two weeks after Li Ning announced the cooperation between the two companies, Xiaoye Technology, Xiaomi’s ecological chain company, launched the Xiaomi version of the GoPro small ant sports camera. The basic version was priced at RMB 399, and the travel version of the self-shot rod set was priced at RMB 499.
Therefore, the cooperation between the two companies in this period is very reminiscent.
1. From Xiaomi's past products, Xiaomi, whose price is the core competitiveness, is most successful in product marketing, especially in the Internet, but it has no outstanding advantages in hardware research and development. Earlier, Nike had had a trial and development of related intelligent sports shoes. This time, Li Ning's R&D project is much like taking Li Ning to a technical training.
2. After explosive development, Xiaomi bracelet urgently needs to open up new users, while Li Ning's users coincide with Xiaomi's users.
3. The millet bracelet, the millet camera, and the intelligent running shoes are all equipment related to sports. It is a great help to build a perfect sports ecosystem for Xiaomi to penetrate into the field of intelligent hardware.
For Li Ning, a sports brand that has spent two years of reforms but its performance is still quagmire, it is indeed an urgent need to transform and save itself. Li Ning has been a sports brand and its major consumer groups are over the age of 25. Although the effectiveness of the strategy of rejuvenation in the past two years is not obvious, Li Ning still hopes to open up the young people's market. After all, the main force of the movement is young people.
Cooperation with Xiaomi, on the one hand, hopes to use Xiaomi’s brand image to enhance its exposure and reputation among young people. On the other hand, with the help of smart wearable devices, the traditional sportswear brand has officially entered the relatively young smart sports segment.
The just-needed product being questioned
A careful analysis of the main cooperation between Li Ning and Xiaomi:
1. Convert Chinese Runner data and test data accumulated by Li Ning Sports Laboratory into a series of algorithms implemented by the Xiaomi Bracelet R&D team in the smart shoe sole;
2. The smart chip provides professional guidance for runners by collecting runner movement data and analyzing running and gait.
3. The production will also be connected with the mobile app of the millet movement, and exercise records, gait analysis, professional guidance and mileage redemption of the runner's movement process and results.
To put it simply, Xiaomi has developed a smart chip, put it into the soles of the shoes, and used smart bracelets.
Li Ning, which was trapped by e-commerce companies, announced that it had reached a strategic agreement with millet eco-chain company and millet bracelet founder Huami Technology to jointly develop a new generation of intelligent running shoes to jointly explore the field of big data health. Li Ning hopes to take this opportunity to solve the current transition crisis and explore the market space for smart shoes. Xiaomi is undoubtedly reinforcing his own ecosystem.
By the end of 2014, the Li Ning brand had a total of 4,424 franchise stores, which was 11.3% lower than in 2013. However, at the same time, it expanded its network of directly-operated stores and opened 276 new stores, reaching 1,202, an increase of 29.8% year-on-year.
Li Ning Company actively controlled the sales channels, but the loss situation did not improve. After losses of 1.979 billion yuan and 391 million yuan in 2012 and 2013, respectively, this was its third consecutive loss.
Xiaomi Company experienced an outbreak after launching the smart wearable device millet wristband. After the sales exceeded 1 million, the users were relatively saturated and entered a stage of slow growth. In the first two weeks after Li Ning announced the cooperation between the two companies, Xiaoye Technology, Xiaomi’s ecological chain company, launched the Xiaomi version of the GoPro small ant sports camera. The basic version was priced at RMB 399, and the travel version of the self-shot rod set was priced at RMB 499.
Therefore, the cooperation between the two companies in this period is very reminiscent.
1. From Xiaomi's past products, Xiaomi, whose price is the core competitiveness, is most successful in product marketing, especially in the Internet, but it has no outstanding advantages in hardware research and development. Earlier, Nike had had a trial and development of related intelligent sports shoes. This time, Li Ning's R&D project is much like taking Li Ning to a technical training.
2. After explosive development, Xiaomi bracelet urgently needs to open up new users, while Li Ning's users coincide with Xiaomi's users.
3. The millet bracelet, the millet camera, and the intelligent running shoes are all equipment related to sports. It is a great help to build a perfect sports ecosystem for Xiaomi to penetrate into the field of intelligent hardware.
For Li Ning, a sports brand that has spent two years of reforms but its performance is still quagmire, it is indeed an urgent need to transform and save itself. Li Ning has been a sports brand and its major consumer groups are over the age of 25. Although the effectiveness of the strategy of rejuvenation in the past two years is not obvious, Li Ning still hopes to open up the young people's market. After all, the main force of the movement is young people.
Cooperation with Xiaomi, on the one hand, hopes to use Xiaomi’s brand image to enhance its exposure and reputation among young people. On the other hand, with the help of smart wearable devices, the traditional sportswear brand has officially entered the relatively young smart sports segment.
The just-needed product being questioned
A careful analysis of the main cooperation between Li Ning and Xiaomi:
1. Convert Chinese Runner data and test data accumulated by Li Ning Sports Laboratory into a series of algorithms implemented by the Xiaomi Bracelet R&D team in the smart shoe sole;
2. The smart chip provides professional guidance for runners by collecting runner movement data and analyzing running and gait.
3. The production will also be connected with the mobile app of the millet movement, and exercise records, gait analysis, professional guidance and mileage redemption of the runner's movement process and results.
To put it simply, Xiaomi has developed a smart chip, put it into the soles of the shoes, and used smart bracelets.
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