Why running shoe manufacturers buy popular running app market temptation beware of traps-若槻ゆうか

Why running shoe manufacturers buy popular running App market temptation, beware of trap manufacturers vision focused on bundled value of sports app products, Beijing time February 23rd news, Arthur official announced that the acquisition of 45 million users of popular running application Runkeeper. This move makes it the newest sports brand maker to buy running App. Previously, Adidas and UA have acquired several mobile sports App respectively. Here, we can not help but ask: why running shoes enterprises continue to buy popular running App? You know, these 3 companies spend more than $10 billion in just 15 months. "Running fitness App" has become a major trend: unless you have a platform to display digital capabilities to consumers – for example, a App, or a wearable smart running shoes or trackers – otherwise you will be dumped." Market intelligence company Tractica research director Aditya · Kaul explained. According to Tractica forecast, in 2020, the annual income from wearable devices (such as sports watches) will reach $63 billion annually, an increase of $2 billion 18 million over the same period last year. Big brands into the market will allow consumers to see more cross marketing, the user’s personal data will guide the brand to adjust business strategy. But large sporting goods companies are lagging behind Nike in the market – Nike entered the technology industry in 2006, and Nike+ products are available for iPod and iPhone. In 2012, Nike launched Nike+Fuelband and Nike+ products for Android systems. Nike+ series now has 28 million users, has basically occupied the market. Nike led the trend, UA followed the wearable device market and became a digital technology company, Adidas continues to follow up.". They are also involved in the development of their own fitness platform such as Adidas to create a series called "miCoach" fitness Tracker – of course, these companies have found ready for their existing App, tens of millions of users is much easier than from scratch more. "These brands – Runkeeper, MapMyRun, Edumondo – have a large number of active users using them." Market research firm Strategy Analytics analyst Adam · towart explained, "truly (with a large number of users enough) the only way is the acquisition of the company." UA in 2013 to spend $1.5 billion acquisition of MapMyFitness (20 million users), $4.75 billion acquisition of MyFitnessPal (80 million users), and last year to spend $8000 million acquisition of Endomondo (20 million users). Adidas invested $2.39 billion in August last year to acquire Runtastic G

跑鞋厂商为何购买流行跑步App 市场诱惑当心陷阱 厂商眼光聚焦具有捆绑价值的运动app产品   北京时间2月23日消息 近日,亚瑟士官方宣布,收购拥有4500万用户的流行跑步应用Runkeeper。这一举措使它成为最新一个收购跑步App的运动品牌制造商。此前,阿迪达斯、UA都已经分别收购了几个移动运动App。   在此,我们不禁要问:跑鞋企业为何不断购买流行跑步App?要知道这3家企业在短短15个月内就斥资超过$10亿。   “(跑步健身App)已成为一大趋势:除非拥有向消费者展示数字能力的平台——例如一个App,或是具有可穿戴的智能跑鞋或跟踪器——否则你就会被(潮流)甩下。”市场情报公司Tractica研究总监阿迪亚·考尔解释说。   据Tractica预测,到2020年,全球每年仅从可穿戴设备(如运动手表)上获得的收入就将达到$63亿,比上年同期增加$2亿1800万。   大品牌进入市场将令消费者看到更多的交叉营销,用户的个人数据也将指导品牌调整经营策略。   不过大型运动用品公司进入这个市场的时间普遍落后于耐克——耐克在2006年进入科技行业,Nike+系列产品适用于iPod和iPhone。2012年,耐克又推出了Nike+Fuelband和适用于Android系统的Nike+产品。Nike+系列现拥有2800万用户,已基本占领了市场。   “耐克引领了潮流,UA紧随其后瞄准可穿戴设备市场并成为一个数码科技公司,阿迪达斯继续跟进。”。   同时他们还在涉足开发自己的健身平台——例如阿迪达斯打造了一系列名为“miCoach”健身跟踪器——当然,这些公司发现拥有现成的App,获取它们已有的数以百万计的用户比从零做起要容易的多。   “这些品牌——Runkeeper,MapMyRun,Edumondo——有大量的活跃用户在使用它们。”市场研究机构Strategy Analytics分析师亚当·托沃特解释说,“真正做到(拥有足够的大量用户)的唯一方式是收购已有的公司。”   UA在2013年斥资$1.5亿收购MapMyFitness(2000万用户),$4.75亿收购MyFitnessPal(8000万用户),去年又花$8000万收购Endomondo(2000万用户)。   阿迪达斯在去年8月投资$2.39亿收购了Runtastic GmbH公司,后者包括20个不同的App和7000万用户。   如今,喜欢亚瑟士的人也终于看到了企业的动作。UA的CEO凯文·普朗克说:“原因很简单,越活跃的用户越有可能购买运动服装和鞋类。”   Runkeeper创始人杰森·雅各布表示:“运动品牌在未来将不仅是实物产品,而会嵌入消费者的旅程。”通过跟踪App,用户会知道何时该买新鞋。   免费的App不仅会刺激运动装备的消费,一些收费的订阅也能为企业带来部分收益。为了吸引住用户,公司也不得不致力于更加个性化和有见地的服务。   另一项隐藏统计显示女性App用户群比男性要大,这也是吸引品牌厂商的又一商机。   不过有个问题:投资是否值得?UA投资报告显示,他们可能要花13年才能收回那超过$7亿的投资。   (新浪跑步 月光)相关的主题文章:

« »

Comments closed.