On October 15, 2021, Nike announced the "Private shoes Code Surveying Expert" -the mobile version of Nike Fit was officially launched on its official application Nike App.This help consumers recommend the most suitable sizes of quick -testing shoe code technology. It was previously launched in some designated shops. Now, for the first time, it provides consumers with a self -service experience for consumers through the mobile Nike APP.With this ultra -precise digital scanning technology launched in iOS and Android operating systems, Nike has once again achieved new breakthroughs in the field of digital retail: through more personalized and seamless digital -driven consumption experience to better serve China's flourishing developmentDigital retail market.
At the moment when the development of China's e -commerce platform is becoming increasingly mature, online shopping and shoe products have become the best choice for mass consumption, but the problems accompanied by size need to be resolved.The report shows that the wrong size and incompatibility have become the primary reason for people's online shopping return in recent years.Nike Fit's launch can effectively improve this problem. We collect data feedback and personal size preferences through member authorization, and provide customized shoe code suggestions for them.shoes code, help them find the shoes that suits them best.
The mobile version of the Nike Fit uses a series of high -tech combinations such as visual technology, data science, machine learning and artificial intelligence, and recommends the appropriate shoe code for members of Nike's different shoes.This is also the first time Nike has applied Apple's unique LIDAR lidar technology to the shoe code measurement in the retail field.


Establish a high degree of personalized connection with consumers
"China is the first market to add Nike FIT functions on the Nike APP. We will first fully promote this function in the iOS system. The Android system will be fully launched next month."Mai Xiuyuan said, "Two years ago, when I was the head of global digital products in North America, I launched Nike FIT technology in the local market. After coming to China, facing the larger consumer group, we found that size differences, online shopping online shopping, online shopping online, online shopping online, online shopping online, when shopping online,The lack of real -time measurement of physical data has become troublesome. For example, during the Double 11 period last year, the needs of the size of the size caused by the size deviation is the problem with the most customer service processing of Nike Tmall platform.Technology to alleviate this problem, thereby improving the comfort and performance of local consumers. "
"On the other hand, we are also pleased to see that Chinese consumers are very ahead of the acceptance of innovation and technology or digital consumption power. We hope to provide consumers with convenient, practical and highly personalized shoes size through Nike FitSolutions, establish a one -to -one in -depth connection between Nike and consumers, and help more new technologies and applications in line with local digital consumption habits to jointly shape the future retail market.
Innovative online shoes purchase experience
At present, the mobile version of Nike Fit can provide appropriate size recommendations to Nike members through two channels.
The first is recommended according to data feedback: Based on the authorized members of Nike, collecting consumers' personal history purchase records on the NIKE APP (with 2 or more shoes purchase recorders are preferred, and will eventually be open to all Nike APP users), according to the questionnaire according to the questionnaire)Collect the feedback of the shoe -based feedback to recommend the shoe code.
Mobile version Nike Fit is based on data feedback recommended shoe code
The second type of Nike members who use image scanning: using Apple iOS system and Android system (this function will be launched next month) can use reference to help to quickly scan to find suitable shoe codes for it.Nike FIT will measure more than 40 data points, providing shoe codes recommending shoe codes with an error of no more than 2 mm; it is equipped with Apple's latest LIDAR sensing scanning technology, and members of the iPhone 12 Pro and above models can realize that no auxiliary objects need to be used, and directly use their mobile phones to use their mobile phones.The camera scan the size of the feet to complete the size recommendation.
The mobile version of Nike Fit captures recommended shoe code through LIDAR technology image capture
All data measured through the mobile version of Nike FIT will be included in the folder of the Nike member, and when shopping, it is displayed simultaneously in the shopping page of the Nike App and Nike.com, so that everyone can choose the most suitable for them at any time.shoes code.
Accelerate the penetration of the "Move to Zero" operation in Nike's digital ecosystem to help develop in China
With the official launch of the mobile version of Nike Fit, Nike will further optimize product design, manufacturing and sales Links -better customized products based on data insights to meet consumer needs.According to the user data feedback during Nike FIT's internal testing stage, the return rate of online shopping has fallen by 11%, which indicates that providing consumers with more accurate shoe codes will effectively reduce the logistics and environmental impacts caused by returns, which also fully reflects Nike "Move to Zero's promises and unremitting efforts in the operations in the operations of Move to Zero ("zero carbon row" and "zero abandonment").
It is worth mentioning that the store version of Nike Fit has taken the lead in testing in some stores in China last year, and now it has expanded to dozens of Nike stores across the country to serve members from all over the country.Nike FIT technology is also used in the recommendation of Bra Fit -women's Sports underwear size to help solve the problem of insufficient Sports underwear and encourage more women to participate regularly.Bra Fit is currently launched in more than 300 Nike stores around the world, most of which are in China.It is expected that in the future, we will also apply Nike Fit to more widely in Nike clothing products.
With the continuous acceleration of the "face -to -face consumer" strategy, Nike drives a more personalized and seamless consumer experience with digital drive, thereby establishing a deeper connection with consumers in Greater China.The widespread application of Nike FIT functions not only bring high value -added services to consumers, but also help Nike members' growth, and take a new step on the road to providing comprehensive personalized services for members.