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日前,一个特殊的自动售卖机出现在纽约街头,这款来自运动品牌耐克的自动售卖机出售T恤、袜子、帽子等多种运动用品,但想要购买这些商品却不是通过现金支付,消费者需要支付的是“汗水”。这听起来似乎有点匪夷所思,但在耐克的新营销构架中已经成为现实,而完成交易的中间手段就是耐克新推出的可穿戴设备——Fuelband运动手环,用Fuel Points来换取商品。Fuelband通过对用户运动的监测会给予其Fuel Points,自动售卖机接受用户24小时之内获得的Fuel Points,商品标价也在“500~1000 points”不等。
Recently, a special vending machine appeared on the streets of New York. The vending machine from the sports brand Nike sells a variety of sporting goods such as T-shirts, socks, hats and so on, but does not want to buy these goods by cash. Consumers Need to pay is “sweat ”. This sounds a bit bizarre, but in Nike’s new marketing framework has become a reality, and the middle of the transaction to complete the transaction is Nike’s new wearable device --Fuelband sports bracelet, with Fuel Points in exchange for goods. Fuelband gives its Fuel Points through monitoring of the user’s movement, the vending machine accepts fuel points that users receive within 24 hours, and the price of the product ranges from “500 to 1000 points.”