New Marketing Of "Nike Running Shoes Or Wristband + Sensor" Products

The age of big data is changing and subverting traditional business rules and people's consumption habits.

Sports shoes brand

Recently, a new product named NIKE+ has been pformed into a big data marketing innovation company.

The so-called NIKE+ is a product of "Nike running shoes or wristband + sensor", which enables information communication through wireless Nike+iPod motion components and networks.

As long as athletes wear NIKE+'s running shoes, iPod can store and display data on movement date, time, distance, calorie consumption and total exercise, total distance and total calorie.

Athletes can also perform social functions such as competition, challenge and communication by uploading data.

With the data uploaded by athletes, Nike has successfully established the largest online sports community in the world. More than 5 million active users continue to upload data every day. Massive data also play an irreplaceable role in Nike's understanding of user habits, product improvement, precise delivery and precision marketing.

This can not help but let people exclaim: the era of big data has arrived.

This is why every traditional company is scrambling to become a technology company.

If we can not keep up with the times, we will soon be eliminated.

But in reverse thinking, what a terrible thing it would be if consumers' daily schedule was accurately recorded.

A general anxiety is that you can't be sure that your own privacy information is unintentionally leaked.

Let's first take a look at what NIKE+ has gained from Nike. According to official information released by Nike, through NIKE+, Nike concluded: 1. in winter.

People run more races than Africans and Europeans, but the duration is shorter. 2. of the average running time is 35 minutes for the whole world, and 3. for the runners.

In addition, Nike has mastered the map of runners' most frequently gathered areas.

Of course, this information seems to have nothing to do with the pain of personal privacy.

The analysis made by other data companies is somewhat uncomfortable.

The business value that cannot be predicted

Can data analysis bring substantial customer growth to enterprises?

The answer is unknown, and everything can only be given to future assessment.

Although NIKE+ is regarded as a model of online marketing, Morgan Stanley's research shows that in the fourth quarter of 2012, Nike's global orders growth slowed from 18% to 12%, especially in China, where orders grew sharply from 20% to 2%.

But as a direct competitor of Nike, Adidas's second quarter results in 2012 were very gratifying.

The public figures show that Adidas's sales in Greater China are 732 million euros, up 19% over the same period last year.

Adidas forecast annual net profit growth from the previous 12%~17% to 15%~17%.

It is reported that the company has got the first investment in million level, and how to make profits, entrepreneurs and investors are not worried.

They believe that this is a bet on tomorrow and the future.

It is also normal to lose profits for several years.