Adidas and Nike in game: Where is the new opportunity for smart hardware?

As Adidas released the first generation of smart watches last October, when I saw the news that it was about to release smart new products, it still didn't catch on to the product, but it still looked into the future of health-smart hardware.

First look at Adidas's new Micoach fit Smart Bar. It's a smart bracelet, and fit smart changes the LCD color display to an LED dot-matrix screen similar to FuelBand SE, compared to the previous product Micoach Smart run, with a resolution of twice times the latter. On the back of the bracelet, a green-light sensor is the newly added heart rate monitor.

Files show that Micoach fit Smart can be connected to smartphones via Bluetooth 4.0, and is most likely to share data through Google's healthy platform.

As a consumer sport brand, the game of Adidas and Nike in market, marketing, product and technology has been continued.

Every year, Spain's national derby, we see not only the players on the ground in a smooth and smooth, Messi and Ronaldo for personal glory of the fight and the Catalan and the Madrid region between the political and cultural confrontation. There are also two sports brands of deep implant and marketing confrontation.

But as of now, I have not seen the Adidas and Nike head-on "collision" in the area of intelligent hardware. For the reason, I think there are at least three points.

The first is not able to detonate the market, although the first generation of Nike FuelBand two years ago, it and Jawbone UP2 release time is very close, but the consumer market is to remember the Jawbone, Fitbit led by some of the start-up company's intelligent hardware products, They are not designed and technically lost to Adidas and Nike, and in the way they update their software offerings, they have enough of a user experience to handle problems faster and more open than Adidas and Nike.

The second is not to understand what to do, to tell the truth to do health-like smart hardware, Adidas and Nike have a lot of opportunities, but they obviously did not think clearly whether to follow or innovate. Adidas a smart watch that could monitor basic physical conditions at the end of last year Micoach Smart run,399 The dollar's price and not-so-eye-catching features did not allow it to break through in Pebble, Galaxy gear, and in the future Moto 360 and iwatch "together with the crushing", it still has how much survival value?

The third is basically not too much attention to this matter, from the integration path, the establishment of fuel lab in San Francisco to dismiss employees, stop wearable equipment production, FuelBand team has not been a worry. From the previous confidence to find a backer, borrow the Apple, at least in this case, Nike is given up.

As far as smart hardware is concerned, smartphones are an important part of the product's reliance, which is a complete mishap for Adidas and Nike. For companies like Google and Apple, the "bloodbath" of a product market takes time, but it's always more straightforward than a consumer sports brand. Markets that seem to have been confined, where do Adidas and Nike find opportunities?

Prior to the 2014 World Cup in Brazil, Adidas launched a smart football called Micoach Smart Ball, a built-in sensor that can help players improve on penalties, passing, long passes, corners, and shooting skills. Before that, I had heard of smart football, basketball and even golf, but Adidas and Nike had a better chance and ability to do well in this area than the less desirable products.

In other words, Adidas and Nike have a strong ability to stretch in the smart hardware field compared with the hand-ring watch. In addition to ball games, athletes wear on the possibility of being smart, this segment of the market for Internet companies to choose the opportunity to cut is not. You can also understand that Adidas and Nike are now following the internet company behind the bottom of the product, the result is not only thinking not to learn, the product also done wrong.

Prior to chatting with Peng Gang, senior vice president of video TV, he shared a point of view. For smart hardware, the traditional channels have the same opportunity, and the more the backend, the easier it is to get to the front end.

Adidas and Nike, whether from the historical accumulation or brand effect on the relative "tradition" of the two companies, they in the "back end" firmly occupy a place, but temporarily has not been able to stand out in front of a person's eyes a bright. To figure out how to do the "class" hardware products through the Internet model in your area of expertise, this may be the opportunity for the "old enemy" to achieve breakthroughs in smart hardware.