The Secret Of Selling More Products: Better Integration Of User Data

In recent years, tradition

The acquisition of health applications has become a trend. They all want to integrate the way that consumers enjoy sports enjoyment into the process of user movement.

It is customary for consumers to record motion status and share quantitative data, but for brand owners, these feedback data will become a huge energy information base.

In the future, it will be most strategic for the brand to integrate user data better.

Since its launch in 2006, Nike+ has been upgraded from a simple record mileage to a digital community where enthusiasts share experience, challenge and encourage each other.

In 2010, Nike also set up an independent digital sports department (DigitalSport).

The complete layout of Nike mobile sports community was in 2012, the first heavyweight product released by their digital sports department, the Fuelband sports function bracelet, which completed the coverage of the non sports crowd, and further popularized the concept of Nike+.

At the same time, they also launched an energy measurement unit, NikeFuel, making it a unique quantitative standard for Nike+.

Now, Nike is building a global sports community with the online digital platform through the offline activities of the NikeWomen women's sports event.

According to statistics, in 2015, more than 70 million women worldwide obtained Nike services through Nike+RunningClub (NRC) and Nike+TrainingClub (NTC)'s two major application platforms, and NikeWomen's micro-blog, WeChat, Facebook, Twitter, Instagram and other social platforms, and participated in the fitness run communities.

Adidas also bought the Austria health App Co RuntasticGmbH in 2015 for 220 million euros. The company has a well-known sports community AppRuntastic, which claims to have 70 million users worldwide.

Runtastic's fitness software Runtastic has 70 million registered users and 140 million downloads. The acquisition may help Adidas improve its market share in the GPS fitness tracking field, and also means that Adidas will soon develop in the field of smart wear.

Adidas group's CEOHerbertHainer said, "digital technology can help athletes control sports better - improving physical energy, sharing experience, and recording moments of movement.

And the acquisition of Runtastic is to get 70 million users. We can make full use of the advantage of their active players' base growth and cross sell other fitness products to users.

Runtastic's CEOFlorianGschwandtner said in an interview: "we are still developing products, optimizing products, and will not stop working in the near future.

The two companies firmly believe that we will develop a unique product line that will bring an unparalleled experience to the existing and future users.

UnderArmour

If Nike's sports community is built by their time and energy, the establishment of UnderArmour sports community is almost overnight.

Considering that it will take too much manpower and material resources to rebuild the community, UnderArmour finally chose to gather 150 million users in the form of acquisitions and become the largest digital fitness and health community in the world, with hundreds of excellent engineers and a huge user database.

In the past two years, UnderArmour has invested $710 million in personal fitness application MapMyFitness, social training application Endomondo, nutrition tracking system application MyFitnessPal, KevinPlank's assumption is that the huge data brought by this huge user group will become the driving force for the future chain from product development to promotion to sales.

In 2015, UnderArmour launched the UnderArmourRecord application in a grand way, competing against Nike+.

The user data of three other applications has been collected. Nowadays, the number of active users in the community has exceeded 150 million, and the number of users on the Nike+ platform is only 1/5 of that of their users.

KevinHaley, who is responsible for product innovation at UnderArmour, says that with this sports community, they can get a lot of design inspiration from the first-hand data from target audiences.

UnderArmour only entered the Chinese market in 2011. Compared with Nike, it has been working in China for many years, but UnderArmour, who is obviously at a disadvantage, is still developing its market vigorously.

In 2014, UnderArmour launched a "RacetotheMoon" campaign in China to promote its professional running shoes.

UnderArmour has declared that 200 new stores will be opened in 2016, of which 2/3 will be opened in China. I believe they will have a new attempt in the future Chinese market.