Both Nike and Adidas launched their own shopping app in recent years. Sneakers became the first product to be put into the App. Is the Shopping App able to solve problems in actual trading during the purchase and sale of shoes that are not equal?
Shoes fans may have experienced, for a pair of limited edition sneakers, anxiously waiting for the text message notifications and the long queue at the store to look like. However, this experience may only exist in memory later.
In November 2017, Nike finally started selling the joint series “THE TEN†of Nike x Virgil Abloh. In contrast to the past, Nike placed nine of the ten pairs of shoes (except Converse's Chuck Taylor All-Star) on its own SNKRS sports shoe shopping application and sold it at different time periods.
â–²Nike x Virgil Abloh's joint series "THE TEN" released on SNKRS
This is not the first time that Nike has released a limited edition sports shoe release from an offline store to an online shopping platform. SNKRS was launched in the United States on February 15, 2015. On December 8, 2017, the app was formally launched in mainland China.
Compared with other apps in the Nike app family, the biggest feature of SNKRS is its shopping function - NikePlus members can register for a random draw on NikeSNKRS to obtain qualifications for limited, joint, and popular shoes; target shoes This section sets an appointment sales reminder, gets a push reminder before opening the sale, and tracks order information in real time after placing an order. It also saves personal shoe number, address, and payment information in Nike SNKRS, and quickly purchases products online.
The SNKRS platform not only provides qualifications for the purchase of limited edition sports shoes, but also offers men's, women's and children's sports shoes including Nike Sportswear, NikeSB, NikeBasketball, Jordan and other shoes.
In recent years, "consumers" have become increasingly important in the minds of brands, and when consumers' shopping habits change significantly, brands are also changing the way they interact with consumers.
When Nike launched SNKRS in the United States in 2015, old rival Adidas launched its own Confirmed shopping app on the occasion of the launch of the Yeezy750 Boost. Different from the SNKRS function, Confirmed is designed to sell limited-sized sneakers, and only certain users within a certain geographical range can use this app for shopping.
Although users have reflected many technical issues when using these brands of shopping apps, sports brands seem to be willing to go this way.
However, the new problem is that sports brands have to decide which research and development of digital technology will have a positive and significant impact on future business. Experiments on digital technologies that have proved to have limited prospects will no longer exist.
For example, on the R&D of wearable devices. Adidas recently announced the dissolution of its Digital Sports Business Unit. This department is mainly responsible for the adidas wearable device business, which is equivalent to the announcement of the German sports brand officially withdraw from the field of wearable equipment. Coincidentally, the sports brand Under Armour (UA) announced in 2017 that it would cease production of the UA HealthBox, a wearable suit jointly developed with the Taiwanese mobile phone brand HTC. As early as 2014, Nike cut the company’s digital campaign. The hardware team discontinued products including the FuelBand fitness wristband and focused its research and development on sports fitness applications. Not only did sports brands move away from wearables, but in 2017, even Jawbone, a pioneer in smart wearable devices that had valued US$3 billion, went into bankruptcy.
While removing the digital sports sector, Adidas officials stated that the future will focus on the development of two digital platforms - Runtastic and adidas. Among them, adidas is Adidas's newly launched shopping app that incorporates the AI ​​experience. In other words, from the perspective of business development, the realization of the issue - the digitization of the company's retail channel level may be much more important than wearable devices at this stage.
â–² Adidas shopping app adidas.
This and the brand with the same name as the App is adidas's first comprehensive shopping application, facing a wider user base. At present, this App can only be used in the United States and the United Kingdom, but Adidas plans to promote this application to more countries in the first half of 2018.
Adidas platform provides Adidas's full range of products, consumers can shop and keep track of their orders; at the same time, this app can also use artificial intelligence to extract the user's past shopping experience and personal information, according to the user's interests and behavior, generate personalized Recommendations, and recommend not only products, but also product news, specific sporting events content; in this app, there is a "Share How You Wear It" area that allows users to show themselves wearing Adidas products Photos; In addition, consumers can also communicate with customer service 24 hours a day.
In 2016, UA, which did not go smoothly, announced the launch of "Mobile App" to enhance consumers' shopping experience" in 2016. Previously, UA has invested hundreds of millions of dollars to build a digital community with 170 million users and has four fitness health apps.
Although the UA Shop does not implement shopping functions in the App itself, it provides consumers with clothing footwear fitting recommendations that more accurately match their lifestyle through the collection of data within the UA's “Connected Fitness†community, for example, the App According to your running mileage in different weather, what kind of running equipment you are recommended to buy, to a certain extent, will also stimulate consumer buying behavior.
Not only is the sports brand accelerating online shopping, some of the more sophisticated retailers are starting to build their own shopping apps. The well-known fashion boutique, Kith, has partnered with e-commerce software developer Shopify to launch the Frenzy shopping app for publishing the hottest limited edition sports shoes.
Brands are trying to create a superior shopping experience. This experience not only includes faster purchases, orders, delivery, delivery, but also the relationship between buying and selling for shopping, adding more features and fun. .
At the 2017 Fashion Carnival ComplexCon held at Long Beach, Los Angeles, by the trend website Complex, Frenzy and Los Angeles boutique Union, Japanese artist Takashi Murakami and trending brand Billionaire Boy's Club released a limited edition clothing line for the sole purpose of being present. crowd. People who have downloaded the Frenzy App are eligible to purchase these products as long as they enter the venue. Then the person who has grabbed the product can go to the various brand booths to pick up the goods, or choose to mail home.
â–²Frenzy shopping app launched by well-known fashion boutiques Kith and Shopify
"Now it's not just big sports brand companies, small brands are also participating," said Robleh Jama, Frenzy's product manager, in an interview with trend website Highsnobiety, saying that these personalized and exciting shoes distribution will bring sports brands One kind of excitement of participation, this feeling is simply sent in a new product on social media that can not be satisfied.
Some people also worry that if the online transaction replaces the original shopping method, whether the original purchase of the shoes and the fun of the collection will be diluted. After all, the formation and development of sneaker culture is inseparable from the interpersonal networks woven together by sneakerheads, and the soft factors such as history, culture, music, film and television, emotions, etc., which make the money spent and the shoes bought back surpass. The value of the material carrier.
Sports brands also hope to use technology to enhance the “humanized†experience on shopping apps. In June of this year, when Nike released a limited edition PSNYx Air Jordan 12 “Wheat†on SNKRS App, it designed an event similar to a treasure hunting game. They revealed the news of the sale of shoes to prospective buyers in advance and asked them to appear at a specific place at a specific time—Washington Square in New York. Participants used SNKRS’s App to find images of virtual shoes in space. This unlocks and buys this limited edition sneaker. This is the newly added Stash feature on SNKRS. This design came from Nike’s acquisition of VirginMega, a startup based in Manhattan, New York in 2016. Today, the company is primarily responsible for Nike’s enhancement of the entertainment and community attributes of the digital business.
The arrival of the shopping app is in line with the strengthening of e-commerce business and the strengthening of brand direct control over channels, which has been emphasized by major brands in recent years. It is also a new trick for brands and sluggish sports retailers to compete.
In the survey of American sports boutique retail shops by the trend media Sole Collector, there were complaints from the shopkeepers that some of the products that were originally categorized as store launches had been reduced to online sales, and the store’s business was also affected.
At an investor conference in October this year, Nike stated that it will work closely with 40 retailers in the future, including FootLocker and Nordstrom on retail, and new partner Amazon, luxury boutique e-commerce Farfetch, and WeChat in China. . The energy and material resources saved will be used for the construction of a series of new applications and experiential stores.
Adidas has also been working hard to strengthen its e-commerce performance. Earlier, Adidas has stated that it hopes to increase to 4 billion U.S. dollars by 2020 based on e-commerce revenue (1 billion U.S. dollars) in 2016. At present, Adidas is on the right path. In the second quarter of 2017, their e-commerce revenue increased by 66%.
In addition, shopping apps may have an unexpected effect. For a long time, when limited edition shoes are available for sale, there are always violent incidents such as stampede, robbery and even death. Putting the buying action online may hurt the computer keyboard, but it will not be a real person.
However, for consumers in China, the biggest concern is whether the online shopping experience is smooth. Those who experienced double 11 or grabbed a train ticket on 12306 may feel this way, when your fancy product train ticket was robbed, the payment page got stuck, and obviously paid but no shopping records... ... To know, the limited purchase of shoes may not be less than double 11.
When SNKRS released Virgil Abloh’s joint venture, users involved in the purchase experienced problems such as refresh delays, payment barriers, and system crashes. Disappointing users went to the social platform and gave birth to many people.
Moreover, at present, many of the App-based shoes sold are subject to geographical restrictions, users need to live in a fixed place in a city, or specifically go to this location to get the opportunity to buy.
When the brand moves the rush to the line, they will find that the original line of various issues, and instantly derived the online version. For example, once the cattle, is now Bots. This kind of single brush robot can snatch the goods before others. In the transaction where supply and demand are not equal, the problems inherent in it will not disappear because of the change in trading space.
The appearance of the shopping app has enabled consumers' shopping choices to be connected to stores under the brand line, the official website and the App, allowing the brand to have more comprehensive control over product channels. However, to enable everyone to enjoy a superior and smooth shopping experience, and even satisfy the emotional needs of the shoe-shoe community when buying shoes and communicating, the brand has to do more than just add servers.
Later, when you place your finger on the mobile phone screen, will you miss the days when you line up to buy shoes?
(The article is taken from the lazy bear sports. If you are involved in infringement, please contact the deletion.)
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