鞋业竞争日趋激烈,用残醋、火爆采形容各大品牌抢滩市场的状态,一点都不为过。剑拔弩张、声势浩大,不少品牌为做足面子工夫不惜花血本、抛重金,在广告效应已经成为惯用手段并成效平平以后,一些企业开始把注意力悄悄转移到了技术层面上,希望藉此寻求突破,并引发起新一轮的宣传攻略。然而,突破也是需要冒险的,如果不是踏踏实实地做技术,很容易就被人抓住了“小辫子”,从而导致更严重和恶劣的后果。在众多以技术亮点为宣传口号的背后,我们看到的大多是失败和挫折,寻求类似的案例进行分析,我们似乎能发现更多。功能鞋产品“现形记”案例一:“耐克”气垫鞋遭遇权威质疑。引发耐克气垫鞋如 Increasingly competitive footwear industry, with residual vinegar, hot mining to describe the status of major brands beachhead market, is not an exaggeration. Struggling, massive, many brands to spare time to spend this blood, throwing money, the advertising effect has become the usual means and the effectiveness of mediocre, some companies began to divert attention to the technical level quietly, hoping to seek a breakthrough , And triggered a new round of promotion strategy. Breakthroughs, however, also need to be adventurous, and it is easy to get caught up with “pigtails” without getting down to the basics, leading to worse and worse consequences. Behind many of the slogans highlighting technology, we see mostly failures and setbacks. Seeking similar cases for analysis, we seem to find more. Functional shoe products “Case” Case 1: “Nike” air cushion shoes encountered authority questioned. Nike cushion caused by such as shoes