Smart Evasion Of Nike: Getting Rid Of Hardware Competition

< p > recently, CNET and other foreign media reported that Nike, a sports company, would terminate its FuelBand related business.

Although Nike denied the offer in an interview with Re/Code, it admitted that the FuelBand department is indeed cutting its staff substantially. It will shift the focus of its business in the future, no longer devote itself to hardware product development, but devote more efforts to the field of research and development.

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< p > in fact, Nike, as the first enterprise to wear wearable health monitoring equipment, is still quite aware of the industry's weathervane.

Since the first launch of the FuelBand SPORTS BRACELET in 2012 and then the appearance of FuelBand SE, more and more consumers have begun to change their traditional impression of Nike: conservative sports products manufacturers are also going to take the high-end atmosphere. So many people believe that Nike will take advantage of the "Dongfeng" boom of wearable devices and take advantage of it.

However, Nike did not work.

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< p > < strong > why is this? < /strong > < /p >

< p > at first glance, some may think that Nike is making a complaint to wearable technology in the way of "sacrificing oneself" after all, the launch of Google, apple and Samsung has decided the struggle of other enterprises to a certain extent.

The biggest problem facing Nike is how to ensure the beauty of the equipment and keep the consumers fresh. Instead of playing for a few months, they will abandon the health monitoring equipment they bought.

To this end, Nike chose to withdraw from hardware "battlefield", cleverly avoiding a "fight" that will soon be launched.

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< p > < strong > avoiding its edge > /strong > /p >

< p > as we all know, first of all, Google put forward Android Wear project force a href= "//www.sjfzxm.com/news/index_c.asp" > wearable device < /a >. After that, iWatch of big apple apple is eager to try this year. Wearable device era is coming.

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< p > while Nike is an international company with a market capitalization of 60 billion US dollars and an annual shipment volume of 120 million, with a total annual revenue of 25 billion US dollars in 2013 alone, who is willing to deal directly with Google and apple in the field of fashion technology?

Under the double squeeze of Google and apple, will the days get better? Nike knows best.

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At the same time, Apple's relationship with Nike has always been good. This is evident from the fact that Cook once wore FuelBand Bracelet in public activities before P.

Whether Nike wants to borrow Apple's "curve saving the country" can only be regarded as a conjecture. But according to the CNET news, the Nike force software market is actually based on iWatch's broader hardware platform than its own FuelBand, so as to better promote its products.

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< p > for this, Rajeev Chand, managing director of Rutberg&CO, a boutique investment bank, points out that the competition in the wearable market is getting smaller and smaller. Everyone is waiting for apple to "enlarge".

In this case, even Daniel Matte, a wearable device analyst at Canalys Research, said: "to tell you the truth, I never thought Nike wanted to challenge apple in hardware market."

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< p > < strong > grasp the key point < /strong > < /p >.

< p > when it comes to < a href= "//www.sjfzxm.com/news/index_c.asp" > Science and technology < /a >, industrial chain and market, a href= "//www.sjfzxm.com/news/index_c.asp" > Nike < /a > is very clear. The shoe making mode is totally not suitable for health monitoring.

After all, more emphasis is placed on software, user interface and exclusive data management in the wearable domain.

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< p > at this point, Fitbit successfully realized the data from the detection device to the computer export, and so has been loved by the enterprise users.

Although Nike is not as good as Fibit in this respect, its Nike+Running is undoubtedly one of the most popular sports App software for sports people.

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< p > it is understood that in 2013, the download of Nike+Running in China has exceeded 3 million times, and the number of downloads in the world has exceeded 20 million times.

For a sports brand aimed at promoting the national movement, Nike+Running seems to have better interpreted Nike's meaning of wearable technology and sports relations than FuelBand.

For the wearable device market, which is currently the main health card, the third party application providers have long valued the valuable resource of health data, and Nike, who holds a pile of "wealth but doesn't know what to do". < /p >

< p > technology media Re/Code commented that Nike has not yet fully explored the market.

Is it possible to fully excavate or focus on the wrong focus? < /p >

Nike P seems to have grasped its focus.

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< p > "we have many attractive products, but they still need to be improved in attracting consumers and consuming experience.

For Nike, it seems the most sensible thing to let others compete in the increasingly fierce competition.

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