Nowadays, consumers' attention to sports health is constantly improving, and major manufacturers are paying more and more attention to sports health. Many smart wearers have also added sports health features to their products or launched a smart product line that focuses on sports health.
Smart bracelets, smart watches, smart sneakers, smart clothing, etc. all have this feature. With the gradual calming of consumers' smart wear, the old "Stars" like smart bracelets and smart watches have now lost sales and become "Question Marks" or even "Dogs". Many manufacturers have stopped Its research and development. As a natural wearable device and smart sports shoes that are most closely related to sports and health, it has become the new "darling" of many smart wearers.
At present, Google, Nike, Adidas, HTC, Under Armour, New Balance, Intel, Samsung, Li Ning, Shuangchi, Hummer, Tencent, Lenovo and other domestic and foreign manufacturers are developing smart sports shoes. This year, there will be many new smart sports shoes for display or listing. Among them, there are many big brands like Nike and Hummer, which are showing a thriving scene.
However, for the prospect of smart sports shoes, some people are optimistic, some people sing. The optimistic person thinks that shoes are a necessity in life, and sports shoes are an indispensable accessory for sports and fitness. Under the driving of many big brands and big manufacturers, smart sports shoes can certainly set off a wave, while those who sing bad think that intelligence Sneakers are still only a gimmick. When consumers are more and more calm about smart wearable products, it is difficult for smart sneakers to bring much impact. Traditional sneakers are still the first choice for consumers. In this regard, we may be able to know some clues through some smart sports shoes products currently on the market.
Although the current situation of the domestic smart sports shoes market is in demand, the product function is not good.
At present, the main sales channels of domestic smart sports shoes are concentrated in the official channels, official flagship stores, authorized agents and crowdfunding. Among them, the official flagship store and crowdfunding are the two largest channels, accounting for more than 80% of all channels. Sales. From the open data of Taobao, Tmall, Jingdong, Suning, Taobao crowdfunding, Jingdong crowdfunding, Suning crowdfunding, etc., the sales of domestic smart sports shoes have exceeded 100 million yuan. Li Ning's sales were the best. At the end of April last year, it had already exceeded 700,000 pairs. Others, like Anta and 361°, also had thousands of sales in the first half of the year. However, there are also poor conditions, such as Minhu's small T smart sports shoes, which have been removed from Jingdong Mall and seem to have been transferred to other products.
From the evaluation point of view, most buyers have a good evaluation of smart sports shoes, but it is worth mentioning that most users do not regard it as a smart wearable product but as a pair of sports shoes. Good evaluation mostly comes from The quality of the shoes itself has been above the appearance rather than the function of the shoes, and most of the bad reviews are complaints about the distance measurement is not accurate, the battery life is insufficient and the function of the APP is less practical.
In fact, not only smart sports shoes, but also domestic smart shoes products have functional problems, whether it is children's smart shoes, old smart shoes or smart sports shoes, the functions of these products are only step by step and positioning, and some even have only one A function, however, even if the function is so single, it is still impossible to accurately measure the specific position of the user or the actual number of steps. Consumers and their use of smart shoes are better to take out the smart phone to view, anyway, the final measurement results of smart shoes can only be displayed through the smart phone.
It can be seen that at present, smart sports shoes still have a good market in China, and consumers also have this demand. However, if domestic smart sports shoe manufacturers cannot enrich product functions, improve cost performance, and better help users achieve sports health effects, Users may not be willing to continue to pay for such products.
Smart sneakers are new and endless
If you are concerned about the news about smart sports shoes in recent months, you will find that many manufacturers have listed new products or announced the time to market in the recent period.
Last year's sensational "Now Back to the Future 2" prototype Nike self-tie shoes Air Mag will be sold in auction this year and is a limited edition. In the launch of this pair of self-tie shoes, Nike also launched another A self-tied HyperAdapt 1.0 smart sneaker that was launched in mid-December last year. After the user puts on the shoe, the sensor will automatically attach the shoelace after receiving the sensor, and firmly lock the feet, and the charging part of the sole will also light up. In addition, there are two buttons on the shoe to make it easier for the wearer to adjust the tightness of the shoes.
Samsung, Under Armour and Digitsole's smart sneakers are all on this year's CES. Samsung's smart sneakers designed for golfers use built-in sensors to measure the weight shift of golfers and synchronize posture and data to smartphones. And provide feedback immediately. This show, this pair of shoes is also very rewarding, won the CES Creative Award, and subsequently won the ISPO Gold Award, the limelight is no longer, and plans to be listed this month. Under Armour's Speedform smart sneakers are characterized by the ability to test the exercise intensity that suits you, not only to provide more raw data, but also to analyze and guide this data, and plan to launch it in the first half of this year. Digitsole's smart sneakers have already appeared at CES last year. This year is the second time. The shoes have automatic shrink and open functions similar to Nike's self-tie shoes. In addition to recording sports data, Calories consume these data, and the temperature in the shoe can be controlled by the mobile phone to change the temperature. It is planned to be launched this year.
Shuangchi Intelligent, one of the leaders in the domestic smart shoe industry, will also launch its own smart sports shoes: WeChat smart sports shoes. As the name suggests, this is a smart shoe based on the WeChat public service carrier, which can not only monitor the user's daily exercise data, but also record the number of steps, mileage, exercise time, calories, etc. according to the user's input height, weight, etc. Information, giving a simple suggestion to determine the user's physical condition, plans to be listed next month.
Shiftwear smart sneakers, which were widely publicized as early as 2015, seem to be finally on the market this year. Why do they seem to be because they actually launched a pre-order last year and said they went public last year, but the result is a resentment. This pre-order in January this year is the second time. The official said that after a year of research and development, it has been greatly updated and better than the original. When its concept video was launched, it caused great repercussions. Currently YouTube The amount of playback has exceeded one million. This is an electronic ink screen sports shoes, users can set the pattern of shoes according to their own preferences and dress style.
There are also many other smart sports shoes that will be launched or exhibited this year. I will not repeat them here. Compared with the past smart shoes or smart wearable products, the smart sports shoes listed this year are more functional than ever. The shape is more cool, the sense of science and technology is more sufficient, and the help for sports health is also more professional and practical. It is no longer a simple data supply but a conversion of the collected data into practical suggestions.
Can smart sports shoes be ushered in?
As mentioned above, shoes are more likely to be favored by consumers who are concerned about sports health because of their own advantages. The sales of Li Ning's smart sports shoes also confirmed this view. The emergence of smart sports shoes successfully captured the pain point that consumers need data to help them achieve health effects. Even so, it can't be said that the prospect of smart sports shoes is bright, the reason why it has good sales in China, a large part of the reason is due to the brand effect and affordable price, the brand effect does not have to say, Li Ning, 361 ° and other manufacturers It is hard to get a living space for new entrants who have a considerable number of loyal consumers and no fan base. Min Fox is an example. Secondly, the current price of smart sports shoes is between 100-300. If you encounter discounts on activities, you can even buy them at less than 100 yuan. Consumers can afford this "early taste". But how to retain consumers after "early adopters" is what these smart wearers need to think about. At present, major smart wearers at home and abroad are also aware that simple functions such as data collection and GPS positioning at this stage cannot meet the needs of consumers. As a result, major manufacturers began to develop the function of intelligent sports shoes, and there are several pairs of smart shoes as mentioned above. Although these pairs of smart shoes have a variety of novel features, but can become the explosion of smart sports shoes, like the iPhone4 set off the wave of global popularity of smart sports shoes, waiting for time to test. The only thing that is known at the moment is that Nike's HyperAdapt 1.0 seems to have a good sales. Although Nike officials are not currently giving specific sales, according to retailer Stadium Goods, although the product is priced at $720, the demand is very large.
Although it can't be said that smart sports shoes can be erupted this year, the status of smart sports shoes in smart wearable products is constantly improving. More and more well-known manufacturers are investing in the research and development of smart sports shoes. For the demand of such products, the future prospects of smart sports shoes are still considerable. I believe that in the near future, smart sneakers will become an important part of daily life.
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