"Good market effects, making the operation of Adidas to increase horsepower. The beginning of every pair of shoes in the design and development, the risk would be faced with this: After more than a year of design - the manufacturing process, the market may has changed, fickle consumers are no longer popular popular elements and styles of the time. Although the Nike Air Max manufacturing process has been very efficient today, but we still need to improve other aspects of the process. "adidas Group Honors CIO (Chief Information Officer ) Peter Barros said.
Pitt is trying to interact with the Internet and consumer, trying to link consumption from the terminal to establish a reverse flow of information, research and development staff to help design a more accurate understanding of the market.
Two years ago, Pitt did an interesting experiment, and he uses some open source software, by observing the young users in the blog and SNS in the community to write comments on certain products, the attitude of analysis, assessment of the user experience. In Germany he collaborated with a number of doctoral students some experiments, air max 90 mainly on British and German markets for Adidas and Nike soccer shoes upcoming response. Pitt's project team were selected from Adidas and Nike, to observe the three pairs of shoes, two sets of results on the comparative study in depth. Tracking consumer product reviews in the process of attitude, Peter found the relevant blog posts and comments in the growing community, which makes Adidas the analysis before the production, predicted product sales. Adidas also has the popular measure out the key elements, such as which products have the most fans, which can not attract young users of other brands.
"When you see such a concept, that is, manufacturers and consumers in product design 2000 on the exchange, in order to find what people like and then design and production, so prices, products have more advantages of the successful higher rates. "Pitt said.
In fact, the design for Adidas for the R & D personnel, in addition to interaction with consumers outside the SNS, they are often built in air max 24-7, PTC SNS engineer communities to exchange views. Pete will be available on the PTC at the end of the community-developed product is also very interested in this 2.0-style collaborative R & D R & D will make the process inspire more creativity and achieve greater sharing of experiences. Meanwhile, Adidas is also better for the process of re-acceleration.