Nike Brand Is New: Nike+ Will Become A "Customer Resistant" Home.

< p > > a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > equipment and accessories. In 2013, Nike (Nike) beat Amazon, apple and Google, and was named "the most innovative enterprise in the world" by fast company magazine.

This traditional sports brand manufacturer seems to have never been tired of innovation, from the 80s popular air cushion technology to the 2005 Nike Free running inspired by barefoot training, a href= "http://www.91se91.com/" target= "_blank" > shoes "/a", to 2010 World Cup and 2012 Olympic Games, to make Jersey sportswear with recycled plastic bottles, and then to 2013 as the most innovative two products Flyknit and Nike+ Fuelband.

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< p > Nike+ is a very important step in the digitalization of Nike sports.

In the view of Huang Xiangyan, senior communications director of Nike Greater China, Nike+ is Nike's innovative product with subversive significance.

With the help of Nike+ platform, Nike has provided consumers with a brand new vision of sports life. It has also brought Nike a new field of exploration and development in the digital age, and once again witnessed the brand's continuous exploration and efforts in innovation.

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< p > < strong > lead life form < /strong > /p >

The emergence of < p > Nike+ platform has brought about a combination of sports and life in the digital age. Nike+ enables more consumers, especially young consumers, to feel that sports are in life. Nike+ users can share sports and get help on social platforms.

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< p > "we often feel that sports is a very troublesome and very reluctant thing for most people to think about. The idea of sports is a lot of people who do not want to move because you will feel that you have to do a lot of things, prepare a lot of homework, learn a lot of knowledge, and even go to a sports shop to find a pair of shoes that suit you.

Nike+ will help you take away all of these excuses. Nike+ has a computing mode and a new measurement unit "Fuel" behind it. It is more like a currency that calculates the amount of exercise. In fact, Nike+ measures your activity level, and finally gives you a suggestion that you can set your daily goals through Nike+, you can also observe how your activity changes every hour, and whether you can achieve the goal of your initial activity.

Finally, these data can be shared on the Nike+ platform.

Huang Xiangyan said.

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< p > Nike+ pforms sports into a part of consumer lifestyle. From this perspective, Huang Xiangyan believes that Nike+ is a product of Nike's subversion.

"Seeing Nike+ Fuelband has so many followers, especially in China, if sports can become a way of life, if your consumer groups are interested in your products because of your innovation and then enjoy sports, it will be very different for Nike."

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< p > Nike hopes to use Nike to convey Nike to consumers, to know what is happening and what information they need in their lives.

In Huang Xiangyan's view, although Nike is a sports brand, it is closer to the general consumer life.

"I think this is very important for a brand.

Because if a brand doesn't know what the consumer's life is like, how to help them solve problems, and how to make them enjoy the added value of products or products, it will not be a leader's brand.

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< p > < strong > data consumption < /strong > /p >

< p > when the platform just launched, Nike's slogan for Nike+ positioning is called "using data to inspire performance".

The data are very inspiring. Nike+ is a platform to connect sports and life.

An athlete who is talking about athletes in broad sense and narrow sense is very easy to be inspired if he knows his movement data.

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< p > if you set the amount of exercise for yourself every day is 2000 "Nike Fuel", after a while, 2000 is a regular meal for you, you will definitely pfer to 2500, because everyone wants to inspire their potential, especially when the data are shared by everyone.

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In addition to P, Nike+ also allows information that is not known to be plated into motivating information.

Many athletes publish their sports data on social networks. For example, NBA star Kobe Bryant likes to publish his own sports data on Twitter, and many fans challenge his data.

"You don't have to exercise as much as Li Na, Liu Xiang or Yi Jianlian, but numbers definitely inspire you to have fun."

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< p > < strong > design experience < /strong > /p >

< p > Huang Xiangyan worked in Nike for more than 10 years. In Huang Xiangyan's view, although Nike is usually regarded as a brand of "tide" by the outside world, Nike's subversive innovation originates from Nike's willingness to return to its original business.

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< p > Nike's purpose of every product innovation is always to provide athletes with better products and experience.

The concept of athletes can be either professional athletes in narrow sense or ordinary people who love sports.

Nike+'s first product, Nike+iPod, wants to combine music and running to make athletes more like running. Why can't we share the services provided to professional athletes with ordinary consumers? Based on this concept, we have a series of products for ordinary consumers under the Nike+ platform.

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< p > Nike is the first to return to the design basis when designing every product.

Nike did not envisage and focus on consumers from the very beginning.

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< p > Huang Xiangyan explained, "we always believe that Nike is a sports brand.

For example, before the Apple Corp launched the iPhone, iPad, you would not think it was a very fashionable and avant-garde company, but the design made Apple Corp no longer just a technology company and a computer company.

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The birth of < p > Flyknit is also a good example.

"Flyknit was originally created to solve the problem of athletes.

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< p > Nike's consumer group is relatively young. All along, Nike consumers are mainly teenagers. Many people think Nike is a popular brand among teenagers, but popularity is only an added value of Nike.

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< p > even so, in many cases, Nike will still be regarded as a popular brand surrounded by most fashionable people.

Including Nike legend "a href=" http://www.91se91.com/ "target=" _blank "designer" /a "Tinker Hatfield, Nike CEO Mark Parker and Japanese trend Godfather Teng Yuan Hao (Mark) jointly designed Nike top shoe series," flying man "Michael Jordan launched the" brand ", and the popularity of the world's more than thirty years of enduring, the United States presidential aircraft named Nike Nike 1 series, as well as" Ho and ".

"Because what you think about is the more avant-garde, more advanced things.

Through these things, many people can see its future development and the feasibility of becoming mainstream products.

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< p > although Nike+ Fuelband is very popular, Nike is not in a hurry to promote this product quickly.

At present, Nike is only promoted in the United States, the United Kingdom and Canada. In Huang Xiangyan's view, "behind a product needs corresponding service support. There are many related services behind the Nike+ platform.

The promotion of Nike+ Fuelband depends on whether the service team has matured. At the same time, Nike partners must also provide the same services, from products to sales to services, and all links need to be improved.

The innovation of service system is also an exploration area for Nike.

In the future, Nike will not be limited to making a pair of shoes lighter, but will focus on service. How to make Nike able to live in the consumer's life for 24 hours? We have a lot of expectations.

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