Lining Intelligent Running Shoes Sales Break One Hundred Thousand: Why Are A Pair Of Shoes So Hot?

In July 28th, the official flagship store of Lining, Tmall, was launched in August 8th, and Lining's smart running shoes were sold in the official mall of Tmall, the flagship store of Jingdong Lining and the Xiaomi network in August 8th. According to the official figures of Lining, its sales have already exceeded 100 thousand pairs.

Or Li Ning Co trial water "Internet +", consumers are very buying.

So why are Lining's smart running shoes so hot? What else can I do besides hot sales? According to my view, there are four points: high cost performance, affordable consumers, intelligent sports lifestyle, consumer oriented sports equipment, sports professional attributes and intelligent functions, and Lining's finding the right way.

Strategy.

Key points: let consumers "taste the sweetness" with high price performance ratio.

Whenever a "new concept product" enters the market, no matter how cool the appearance is and how rich the function is, consumers often pay attention to price.

Lining, "strong Jun" and "Red Rabbit" two smart running shoes 399 yuan and 199 yuan selling price, intended to let more consumers easily enjoy professional and interesting intelligent running life, which is enough to subvert the field of smart equipment pricing rules "lethality" strongly stimulate the enthusiasm of buying.

According to the data obtained by insiders from the Lining network sales channel department, the growth of two smart running shoes in the whole network is over 1000 double.

It can be seen that Li Ning Co's pricing rules for subverting the field of intelligent equipment not only make consumers "taste the sweetness", but also benefit themselves.

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Main point two: intelligent running lifestyle is sought after.

Intelligent sports equipment is not new. In retroactive 2006, Nike began to cooperate with apple. From the initial Nike+iPod to the iPhone5s later, Nike+Move was released. From the perspective of consumer response, it was called a good crowd. The reason is that the upsurge of nationwide fitness and the rapid development of Internet and mobile clients are just the prerequisite and necessary condition for the hot selling of smart running shoes.

With the acceptance, habit and pursuit of smart sports equipment and intelligent sports lifestyle, Li Ning Co has launched the smart running shoes at the present stage. It is said that the fire has just been good. Therefore, it is easy to understand the two smart running shoes of "strong Jun" and "Red Rabbit".

Mr. Lining once said: "a good product should be as popular as possible, so that more people can easily get the experience of intelligent movement. This is what we want to do."

Lining's smart running shoes blend the circle of customers, circle of friends, and life circle. This is a wise move to enhance consumer stickiness.

Main points three: the perfect combination of professional sports attributes and intelligent sports functions is the "hard truth".

A pair of good intelligent running shoes usually can be judged from two aspects. First, it should be a pair of good running shoes with excellent professional sports attributes, and the two is intelligent sports function with innovative and intimate design.

Take Lining smart running shoes as an example, it is upgraded from the professional running shoes of "Lining" launched by the original Lining. It can provide stable, gentle and light running shoes for the runners, and has a good reputation among professional runners. Besides the conventional functions such as distance, speed, route, calorie consumption monitoring and so on, it has also developed and implemented the two functions of "front and back landing status analysis" and "precise frequency monitoring".

The two functions of the first time are of great guiding significance for runners to evaluate running quality, scientifically prevent injuries and improve running performance.

In the final analysis, the ultimate goal of intelligent running shoes is to run fast and well. Through the experience of online running alone, you can see that Lining's smart running shoes are doing well.

Coupled with the appearance of Sao fashion, it can be seen as both high and low.

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Main point four: application of "Internet +" thinking to enable consumers to finally benefit

The introduction of intelligent running shoes maximized the advantage of Lining's Internet + strategy, that is, to get through the O2O online and offline.

Take the running shoes as an example, the smart chip collects the running data of the runners and analyzes the running posture and gait. At the same time, the collected data of the runners are sent back to Lining's R & D team in time, so that they can quickly improve and develop the running shoes that the runners really need.

In terms of selling mode, Lining first tried "offline experience online purchase", that is, from July 20th, thousands of Lining shops will be pformed into the smart run interactive experience center in the whole country. Consumers will enjoy professional guidance, participate in game interaction, experience Lining's smart running shoes, and complete the purchase of one key order, and then the unified delivery and distribution of the electricity supplier can significantly reduce the cost of marketing and channel, so as to benefit the people.

Lining's "Internet +" strategy on smart running shoes, which ultimately benefits consumers, is also a breakthrough for himself to focus on digital business under the "Internet +" environment.

In many public occasions, Mr. Lining mentioned "Internet +" more than once, and Li Ning Co also seized the "Internet +" trend, from the announcement to "Internet + sports life experience provider".

To launch intelligent sports products such as smart running shoes, smart soccer and intelligent racket, and then to half a year's performance, it is expected that in the next three to five years, the proportion of electricity business revenue will be increased to more than 20%.

For the "Internet +" how to integrate with the sports industry, Lining's solution is "through the creation of socialized intelligent products and consumer interaction experience, the establishment of intelligent sports lifestyle opens the situation of Lining's digital business platform".

From the company strategy, product innovation to the layout of the channel to bet on the "Internet +" digital business, coupled with the keen sense of smell of the industry development and the strength of the company's twisting into a rope, the future development will let you wait and see.