Adidas Put A Chip In A Sneaker

Recently, in the SXSW Art Festival held in Texas, USA (annual activities in the United States, involving product exchanges in the field of art and Technology), Jon Werner, an ADI's product innovation expert, said that Jon Werner would install NFC (near filed communications) chips in all his shoes, clothing and sports equipment, so as to facilitate interaction between users and brands.

ADI's primary function in implanting NFC technology is to collect more user information. In brief, ADI wants to further understand who wears their sports shoes.

"We hope to change the way of collecting customer data from e-commerce websites, and become NFC technology in every product, which can help us understand when and where the wearers are using products and how to use them.

These more specific and personalized data will provide predictability information for brand sales and product production teams. "

Jon Werner said so.

As for the specific aspects of these customer data, Adidas officials did not say so.

Adidas said it will also recommend suitable new products to customers through NFC technology, and "induce" to continue.

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Adidas will analyze the collected personalization data and combine with Smartphone Application to match and push the most suitable products for users.

Jon Werner said that the product recommendation of ADI will closely integrate with the user's personal situation, for example, they will not recommend sweaters to a tropical friend.

However, there is still a lack of mature market.

The analysis system, whether ADI can ensure that its product recommendation will poke the user's pain points? User preferences and habits are far more complex and individual than those simple data, which means that ADI needs to maintain high quality in user analysis.

If you can't push a valuable product pair, the user will delete the Adidas just like those annoying applications push.

Of course, ADI's NFC technology has more practical uses.

When consumers enter the physical store shopping, the cell phone touches the product's NFC tag, and can immediately see the relevant product information and user feedback of the product.

"The reason why you think of this product information display is to ensure that consumers can get a complete product information before buying, because different salespersons may introduce different contents to you."

Jon Werner explained.

In addition, the function design of viewing the product information takes another important issue into account. If the cell phone touches the NFC tag, it can not display the product information, which means that the shoes may be unauthentic.

In the face of the current situation of all kinds of sports brand fake streets, this function is likely to be popular among the public.

In addition to the above and product promotion related functions, ADI also hopes to change the payment channel through NFC. When the user decides to purchase a product, the product information display of the mobile terminal can jump to the NFC purchase channel and directly realize fast payment, so as to avoid the cumbersome payment in the shop.

But whether consumers like to see this payment method is unknown, Apple Corp has tried to promote Apple Pay's NFC payment means, but the effect is not obvious.

In fact, ADI had been in the Boost Series in 2013.

This technology is applied, but only to the consumers in some parts of the United States.

Moreover, its functions are relatively limited. Users can only read product information through NFC mobile phones and evaluate the purchased products.

This time, ADI will start the NFC technology on the shoe products, and take the lead in applying it to the two series of sports shoes of Stan Smith and Superstar.

For clothing products, Adidas said there is no plan yet, but this technology is likely to be applied to professional players' jersey.

The combination of NFC wearable technology and professional ball games is likely to bring about some changes in professional sports events, but the ADI side has yet to reveal relevant functional ideas to the outside world.

Jon Werner said that if users are willing to use NFC, ADI is expected to have more than one billion of users' contact points, which means that brands have more opportunities and channels to face consumers than ever before.

In the increasingly competitive sporting goods market, the shelf space of stores is shrinking, and all major sports brands are exploring new channels.

Adidas, in particular, has had a bad time in the past 2014.

ADI's report shows that in the 2014 fiscal year, the gross profit margin of the group dropped by 1.7%. In September and December last year, the group's total deficit reached 140 million euros (about 927 million yuan), more than 10 million euros (66 million yuan) in the same period in 2013.

This time, ADI brings mobile phones and application technology into marketing, hoping it can bring some changes and challenge Nike's dominance. But it needs ADI's own answer.