Nike'S Top Competitor, UA, Launched Mobile Shopping Applications.

In June 7th,

The number one competitor, Under Armour, announced the launch of their mobile shopping app UA Shop.

It is now already in

The Store will not be downloaded. The Android version will be released later. This time, of course, they did not forget to mention the fitness APP that the company spent heavily on buying. It is said that the database of UA Shop is built on the digital community of 170 million users, and it can be personalized.

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For example, a consumer who lives in warm climates has recorded several times in MapMyRun (UA's running application). He may see the recommendation of UA CoolSwitch series equipment on APP, which can help skin heat dissipation and keep it cool for a long time.

Similarly, a user who likes hiking in the North may see a baselayer jacket.

Jason LaRose, senior vice president of brand revenue, said in an official statement: "UA Shop is a further step in our fitness networking innovation, which can maximize the role of our digital platform and complement existing shopping experience to help consumers find products they want."

He added that it would take time for users to get "accurate" suggestions for products.

The application of the mobile terminal is equivalent to the direct selling channel of another sports brand, which also helps to increase profit margins (though not very large). Its main significance lies in a window close to users to enhance communication and experience. As we all know, customers of sports brands are mainly young people, and mobile phones are essential.

At the Nike Innovation Conference in March this year, CEO Mark Parker announced that the company is going to upgrade their running records to Nike+. The upgraded Nike+ will integrate information and information flow, after-sales service, subscription and other functions, including shopping.

It was announced in June of this year, but apparently they were still one step ahead of Under Armour, and the upgraded version of Nike+ is not yet on the shelves.

The UA Shop doesn't seem to have been polished yet. At least LaRose has no high confidence in its functions. In an interview with fortune, he said that if UA Shop is not attracted to you at this stage, you can not download it first. He hopes that those users will not be disturbed by the fashionable suggestions.

At present, the revenue of Under Armour 10% comes from e-commerce. Half of the traffic comes from the mobile terminal, so the introduction of APP APP does exist. But at present, the use of data has not yet reached the level of recommendation according to your fitness plan.