Lining Embraces Millet To Embrace The Intelligent Movement

"The first year of redevelopment."

In the performance press conference, this 25 year old company rarely locates in 2015.

On the other hand, with the words of Lining's side, "Lining, who has just passed his 52 birthday, has more and more Internet thinking."

"Two years ago, I asked Lining why he didn't even drive micro-blog until now, and Lining's answer was very simple," I'm neither good at it nor interested. "

A person close to Lining revealed to the times weekly reporter.

It is surprising that the "sports veteran" and "low profile businessman" who had been out of the woods in the past few years and left behind the scenes were the first to open Sina micro-blog in the spring of 2015.

It is no longer new to use millet mobile phone to sell self timer, and discuss with Wade the details of the design of basketball products. In Beijing, Jackie Chan met with Jackie Chan to release the suspense. He used Lining's whole set of sports equipment to carry out the "full arm" of Pan Shiyi. Almost every few days, Lining himself would make a little surprise on micro-blog, and the frequency was more frequent since this year.

In March 16th, three days before the performance conference, Li Ning Co formally announced the strategic cooperation with millet ecological chain enterprise and millet Bracelet founder.

Some details can reflect Lining's change: in just two months, his fans surged to 510 thousand fans, and his first concern was Lei Jun, the head of millet.

In March 16th, Li Ning Co officially announced the strategic cooperation with the millet ecological chain enterprise and the founder of millet bracelet. According to the agreement, the two sides will work together to build a new generation of smart running shoes and begin to explore the health field of big data. This announcement has declared Li Ning Co from the traditional sports shoes and clothing brand to the field of intelligent sports.

Subsequently, Li Ning Co's stock price rose five days, and increased 11.6% and 14.1% respectively on 19 and 20 days.

Then, at the 2015 autumn winter badminton product ordering conference in March 21st, Lining introduced the first intelligent badminton racket, which featured people playing interactive, providing technical guidance and building social platform functions.

In fact, the friendship between Lining and millet is now known.

At the two sessions this year, Lining was wearing a picture of millet bracelet and was forwarded by Lei Jun.

13, on micro-blog, in response to Lei Jun's "thanks to Lining's brother's recognition of millet Bracelet", Lining wrote this sentence: "I think the design of millet hand ring loading Lining running shoes is excited."

The feeling of excitement is beyond words.

Obviously, for the sports brand Lining who spent two years, the reform plan did not improve significantly, and the performance still can not get out of the mire of losses, it is indeed necessary to pform itself to save itself.

This time, boss Lining is in.

The industry has seen the direction of its advancement.

Lining official told reporters.

After a year of intensive research, the R & D team of the running department and the millet bracelet has pformed the Chinese runner data and professional test data accumulated over the past decade by the Lining professional sports laboratory into a series of unique and innovative algorithms, which are implemented in the bottom of the shoe smart chip by the millet Bracelet R & D team. The smart chip provides a professional and tailored guide for Chinese runners by collecting the data of the runners and analyzing the running posture and gait.

At the same time, the cooperative products will also be connected with the millet mobile terminal APP, which will carry out motion record, gait analysis, professional guidance and mileage replacement for the runner's movement process and results.

As for the degree of cooperation between the two sides, the insiders of millet company sold a pass in an interview with reporters: "Lining focused on sports, and millet and their cooperation to meet the expansion of the ecological chain. It is temporarily inconvenient to disclose the specific time, but the smart shoes will soon be available, and the products that will be built together in the future may not just be sneakers, depending on the needs and reactions of consumers."

Whether the future will join hands with Anta and 31st degree enterprises, the person said: "millet playing smart hardware is a fully open thinking and platform, not exclusive.

We also welcome other sports brands to throw olive branches to us. "

Zhang Qing, a key sports consulting company in Beijing, seems to be a correct decision for Lining to marry with millet in order to achieve the goal of pformation.

"

It is the general trend of development.

He analyzed the times weekly reporter, "millet has a strong fan economy, the use of this effect can win a certain popularity for Lining, while millet and Lining's price positioning is the pro democracy route, there is a certain coincidence in the consumer group."

There is no doubt that the manufacturers of traditional sports shoes and clothing are going to wear millet to enter the wearable field. They want to play a beautiful turnaround with obvious intention. However, there are strong tigers after that, and after that, Lining's crisis is still everywhere.

International brand Nike has developed smart wearable products with apple, and Adidas has already developed several generations of intelligent soccer.

And Lining's pformation path itself is not a special road that can not be duplicated. Other brands can be replicated quickly, especially the "Jinjiang Gang" headed by Anta, PEAK, XTEP and other rivals.

Once Fujian manufacturers and even Shanzhai enterprises begin to imitate Li Ning Co's pformation strategy with tiger and wolf, it is a tough battle for Li Ning Co.