Footwear Brand: Water Test Wearable Device

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< p > > a href= "http://sjfzxm.com/news/index_p.asp" > Google < /a > fresh glasses have opened the curtain of the wearable equipment era. With the rolling wave of this "heat wave", more and more local shoe and clothing brands have entered into the field of wearable equipment, so as to take this as a breakthrough point to enhance the added value of the products.

But because the market is not yet mature, the industry also reminds enterprises that they should invest rationally and avoid blind expansion.

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< p > < strong > wearable device < /strong > /p >

< p > < strong > into shoes and clothing industry "fragrant meat and potatoes" < /strong > /p >

Last Wednesday, Ye Peikun, chairman of Xiamen star star outdoor products Co., Ltd., flew to Xiamen and Shenzhen by plane. Even though the work was more compact, he wanted to see the "Rong Rong" of the Shenzhen wearable equipment exhibition. He came back from the exhibition to be more convinced of the future of wearing the equipment, and saw the importance of high-tech elements to protect the human body and maintain comfortable movement state.

Determined to enter the field of smart wear, Ye Peikun changed the name of the company to the intelligent outdoor Limited by Share Ltd of Xiamen star star, aiming at putting smart brains on clothing.

At the same time, several star wearable intelligent outdoor equipment research and development team came into being.

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< p > St. Valentine, lion and star have almost the same long-term plan. Xu Rongsheng, chairman of the outdoor brand of lion brand, read the newspaper the first two days that Haier crossed the world to develop the world's first wearable device, which can control air conditioning, smart watch.

He told reporters that wearing wearable devices as a carrier to import products to outdoor clothing equipped with "smart brain", perhaps can become an outdoor brand to solve the dilemma of homogenization strategy.

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< p > > a href= "http://sjfzxm.com/news/index_cj.as" > < /a >, wearable devices have become a piece of meat and cake in the shoe and clothing industry.

The responsible person of a well-known local shoe and garment enterprise has never taboo to publicize that with the increasing demand of domestic consumers for buying experience, shoes and clothing enterprises in addition to meeting the needs of consumers in the R & D products, and by enhancing the cost-effective performance of products, consumers can buy things more valuable. Wearable devices are born under such a trend.

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< p > this has also pointed out a new direction for the sporting goods industry, which is deeply in need of development and bottlenecks.

Nike and Adidas, two sporting goods giants, have joined the ranks and are trying to make people get a more reasonable sports experience through their wearable smart devices.

And XTEP's exclusive design of smart running shoes has long been put into the market. The intelligent running shoes, using the chip technology of the US Silicon Valley, connect with the backstage of mobile phones and computers, can automatically record the basic data of running frequency and calories consumption, and can bring different running experiences to people who love running.

Anta also said in its announcement earlier that in 2014, it will further deepen the retail pformation, establish a mechanism for continuous acquisition of consumer feedback, and find new interest points and business growth points of consumers based on this mechanism, such as the smart wearable devices that have been hot for nearly a year or two.

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< p > industry insiders pointed out that "at present, the footwear and clothing industry is still in a period of adjustment. In the pformation stage, the industry will inevitably face the problem of declining gross margin and slow performance. The industry urgently needs to find new ways to increase the added value."

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< p > < strong > market is not yet mature > /strong > /p >

< p > < strong > pricing becomes difficult problem < /strong > < /p >.

< p > "I have to admit that wearable devices are definitely one of the developing trends of sports products in the future. However, the current market is not yet mature. Whether enterprises should cut in and how to cut in is a matter worth pondering."

This is the true portrayal of Ding Siquan, chairman of sun Hai sporting goods Co., Ltd.

He believes that there are two major problems for enterprises to cut into wearable devices. One is the pricing of products and the other is the professionalism of products.

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< p > < < a href= > http://sjfzxm.com/news/index_cj.as > > Simple > /a > example, we now want to design a suit with MP3, MP3 and clothing products. There are no problems in the two aspects of grafting, but at the price fixing, enterprises begin to have a headache. The cost of wearable equipment is not low, and the initial market forecast is not much. Finally, the cost of each garment product is pferred to the consumer level, and then it becomes an expensive product, less than thousands, and tens of thousands.

Ye Peikun knows that if the price fails, wearable devices are likely to become a niche consumer, but this is not what he wants to see.

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< p > for brand headquarters, hot wearable intelligent devices will definitely increase the selling points of products, enhance brand professionalism and reputation, but headquarters must take into account the interests of agents. For many agents pursuing short and fast speed, they do not need this kind of product that can not be run. After all, the incubation period of new things is always very long.

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< p > at the same time, although the industry is optimistic about the wearable device market, there are some shortcomings in its R & D process.

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< p > "the operation of hardware business is not easy. Compared with software, hardware business usually has lower profit margin and longer product cycle.

The final product may be sold or nobody will be interested.

All these remind Quanzhou enterprises that they can not rush into the field of wearable devices when they do not have certain strength. They should seek the right mode and direction.

Industry insider Lv Menglong said.

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< p > it is worth mentioning that in this mature field, the disjointed industrial chain is a common phenomenon.

"Because sales are not large, the upstream parts manufacturers are reluctant to supply parts to the company, even if they offer, the price is also high.

When the products are made, they will often get cold shoulder when they talk about cooperation with the downstream channel. "

Yang Kehui, deputy general manager of number star outdoor products Co., Ltd. said that it was unable to integrate the industrial chain, and also led to the difficulty of mass production of related products.

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< p > < strong > comprehensive integration < /strong > < /p >.

< p > < strong > cooperate with powerful hardware team < /strong > < /p >

< p > according to Baidu data, by 2016, the size of the global wearable smart device market will reach US $6 billion.

However, behind this fever, we need to treat calmly.

According to the insiders, the Nuggets in the wearable device industry are complex and systematic problems, which require the entire industry chain to cooperate with the operation. But the industry chain is not yet mature, so large-scale commercialization still takes time. "Wearable devices are still in the initial stage of development, and there is still a long way to go in terms of functionality, comfort and applicability, but it will be a trend in the future.

As a traditional enterprise, if you want to enter the field of wearable devices, you must understand your strengths and weaknesses, and make full integration.

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"P >" first of all, we need to understand that all kinds of electronic products such as smart watches and smart bracelet are on the market.

However, unlike the technology companies from the consumer electronics entry, the entry point of traditional enterprises is the rigid demand of consumers, such as shoes and clothes.

As early as 2005, Adidas launched the world's first dual computerized smart shoes. Nike also launched sneakers with built-in Nike+ chips in August 2012, and XTEP also launched smart running shoes.

Shoes and hardware products are very different, compared with hardware products, shoes are non-standard products.

Shoes have the characteristics of size, season, fashion and so on. There are many components of shoes. This involves supply chain management. "

Yang Kehui said.

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< p >. Therefore, can we choose some hardware development teams and products that have strong hardware development capabilities and have already set up their own brands on the Internet service. After all, the business mode of independent hardware products is hard to establish and sustainable development, and the gross profit will gradually decrease in the later stage; while software and Internet services superimpose on hardware products, it can effectively differentiate competition and increase value-added service capabilities, and finally make use of the marketing and channel advantages of its own brand in traditional manufacturing to achieve grafting, so that we can quickly intervene in the wearable equipment industry, and maybe we will have more chances to win and avoid more risks.

Yang Kehui said.

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