Nike Air Cushion Door: High Price Low Matching Foreign Brand "Die"

At present, the young people who take students and white collar as the main force are becoming more and more popular.

In the face of recent exposure to the quality of "foreign brand" clothing, it is difficult for many consumers to balance their minds in the face of unattainable prices and quality bubbles.

In the face of these "Sadness" on the body, some consumers shouted: "foreign brands," it is not easy to say "love you."

News review: "air" caused by an air cushion

Recently, the famous "foreign brand", which has many loyal fans in China, represents Nike (NIKE) deeply in the "air cushion door".

It is reported that the storm was caused by a blog called "Nike Nike version of basketball shoes that fickle Chinese consumers", which was written by Wang Hai, the first Chinese counterfeit player, and broke the news in his blog.

Wang Hai in the blog about his own in a Nike brand store in Beijing to buy a 1299 yuan purchase of Nike brand brand new ZOOM HY-PER DUNK basketball shoes in 2011, the price is more expensive than foreign, the difference is up to 60%, but the quality of the difference is significant, that is, the Chinese Nike shoes less than the international front feet a ZOOM cushion.

However, Nike's publicity for Chinese consumers has not changed, "the heel and the front palm ZOOM AIR for the feet to bring soft, high response to shock protection" remains the slogan of the company's slogan.

Nike shoes "high price low matching" behavior, and misleading consumers propaganda, caused Wang Hai's extreme dissatisfaction.

After the publication of Bowen, there was a great deal of excitement. The topic spread quickly and the Internet aroused heated debate among netizens, and gradually led to the involvement and concern of various media.

"Nike is not responsible for double compensation to consumers."

Wang Hai told an interview with the media that he had consulted a lawyer. The false declaration of Nike should be a consumer fraud. In accordance with the relevant laws and regulations of the state, it should give consumers double compensation.

"If only after the lies have been exposed, the sounding explanations are unconvincing."

Wang Hai said he had reported to the Xicheng District branch of the Beijing municipal administration, and will follow the law to safeguard his rights. If he did not receive the corresponding compensation, he would prosecute Nike according to the original plan until the company doubled the compensation to the Chinese consumers.

Wang Hai hoped that the vast number of consumers could take up the arms of the law and safeguard their own interests. At the same time, they hoped that Chinese consumers could take this as a warning, correct unhealthy practices of blind worship of "foreign brands" and maintain the "ecological balance" of the domestic clothing market.

According to relevant media reports, in September 8th, Sima, sales director of Nike, China, made no official response to the "air cushion door". It said that it had launched an investigation into the matter and promised that consumers would be given a corresponding refund if they were not satisfied with Nike's air cushion.

In September 13th, when reporters visited some Nike flagship stores in Yantai, it was found that the Nike brand ZOOM HYPERDUNK 2011 basketball shoes in the sales area had all been put off the shelves.

In addition, the reporter further learned that, as early as 6 years ago, the "2005 most unacceptable thing - brand crisis review" released by the China Brand Research Institute, Nike brand sneakers were mentioned because their air cushions "do not conform to human mechanics principles but insist on promoting their effectiveness."

However, it is regrettable that until Wang Hai reported the company to the relevant departments, Nike's "air cushion door" incident has officially become the focus of social media and public attention.

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Consumers: foreign brands "high price low matching" behavior is very indecent.

Needless to say, Nike's "high profile" merchandise publicity and "low profile" basketball shoes really make Chinese consumers feel bad.

However, today, with the rapid development of market economy, the exaggeration of goods in propaganda and the fact that the object and propaganda are not completely consistent, the existence of these situations and problems seems to be common.

Especially in the Chinese consumer rights awareness is not too strong today, for most consumers who are less than genuine consumers, as long as the business propaganda is not too far off, consumers often pose a "one eye, one eye" stance.

Foreign brands seem to have a better understanding of the consumer psychology of "good spoken" Chinese consumers. They have always used "deceive the sea" in product promotion, and have made some unbridled publicity in Chinese and English.

However, Nike's "high price low matching" publicity and sales behavior is not as simple as an air cushion.

People who know something about Nike's air cushion door understand that in fact, Nike's ZOOM HYPERDUNK 2011 basketball shoes sold in the US have two ZOOM air cushions, while the shoe sold in China has only one air cushion.

But for its mass media advertising campaign for Chinese consumers, the word expression is still "ZOOM AIR for heel and forehand to provide soft, high response slow shock protection for both feet".

In response, Nike said in its public response, "Nike shoes sports (China) Co., Ltd., after conducting the first round of investigation, found that we had misused the publicity materials of NIKEZOOMHYPERDUNK2011 shoes built in front of the foot and hind feet after the first round of investigation of the" basketball shoes "that were listed in the Chinese market since the end of July 2011 in the Chinese market.

We apologize for the inconvenience this mistake has caused to the consumers. "

At the same time, Nike also said that at present, NIKE China official mall has completed the update of product information, and is also revising the relevant information on this product in the market.

But as of September, 16, when Japan reported the deadline, reporters registered on Nike's official website and found that NIKE ZOOMHYPERDUNK 2011's product descriptions and instructions remained unchanged.

Obviously, Nike's apology is not sincere, and an apology does not seem to solve the real problem, because it is better than not knowing that a Chinese person and an American have an unequal position in the eyes of Nike.

After the "Jerry built" basketball shoes sold to China, the price is more than twice as high as "crafted" sold to the United States.

Thus, it is easy to understand that a small air cushion deeply hurts the hearts of Chinese consumers.

It is unthinkable that the phenomenon of "high price and low allocation" will happen to international brands like Nike.

I think it's really not worth it to smash up the signs of our international brand with a small air cushion.

I used to like this brand very much, but also a loyal consumer of this brand, but this "air cushion door" incident disappointed me.

In fact, not only is there more air cushions and less air cushions, but it makes me feel deeply in the eyes of Nike.

Their production and sales behavior is a disguised way to trample on the dignity of our Chinese people. I think Nike's "high price" and a two kind of behavior are very indecent.

In September 15th, the reporter visited the clothing market of Yantai again, and talked about the Nike air cushion event. A reporter who interviewed the reporter said angrily.

Coincidentally, in view of the exposure of Nike's "high price and low allocation" behavior, netizens have launched an in-depth and lasting discussion in the major forums.

Some netizens said, "though they are not fans of foreign brands, they never buy foreign brand products, but they still feel very angry."

Another netizen laughed at Nike's famous slogan "just do it" and changed it to "Just fickle it".

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Accountability: who is the "foreign market" of foreign brands?

So, in the face of frequent "foreign brand" quality crisis, it is worth our reflection: who has encouraged these "foreign brands" to expand arbitrarily in the Chinese market, or even toe high gas prices to sell inferior goods and fake goods?

In response to this problem, Zhao Ping, director of the Consumer Economics Research Department of the MOFCOM Research Institute, explained in an interview with the media: "for the overflowing of foreign brands and" market hunting ", the relationship between supply and demand is the first.

A large number of data show that people used to buy goods that were good and inexpensive.

But now gradually from the original pragmatic consumption to psychological satisfaction, the "foreign brand" advertised personality life is becoming more and more important.

This has created the objective demand of the whole market for foreign brands, and the shopping malls have become foreign goods only in the process of attracting investment.

At the same time, Zhao Ping also said, "foreign brands" land in the city "can not blame consumers all over the world.

After the uproar of the melamine incident, the quality of domestic products has repeatedly been problems, and the media have been reported to be gathering together.

People are forced to pursue "foreign brands", which provides room for survival for "foreign devils".

When confronted with problems, we should first review their own problems.

Foreign brands have broken their conscience in the Chinese market and are largely spoiled by the irregular pattern of the domestic market.

As a result, we basically understand the reasons for the frequent occurrence of "foreign brands" in China's quality problems.

Domestic goods fail to win; domestic consumers are "worshiping foreigners and foreigners"; some government departments in China do not act as a green light or even exempt from the introduction and regulation of foreign brands. In addition, some media and marketing companies have refused to publicize the foreign brands for their own interests, thereby increasing the mystique of foreign brands and indirectly raising the brand value of foreign brands. All these factors have finally contributed to the "market share" of foreign brands in the Chinese market.

Therefore, we should improve the quality of domestic clothing products, enhance the core competitiveness of garment enterprises, and re establish a good image in the eyes of national consumers.

At the same time, it is a powerful measure to avoid the trap of foreign brand quality and establish a good market environment to establish a fair competition and legal system to protect the market environment. It is also the key to solve the problem of clothing quality in China.