As a result of an academic point of view of the collision caused the Beijing Institute of Mechanics of the human body NikeAir shoe features of the survey made frightening of all: the so-called air-cushion shoes is a function of the "pseudo-science."

Nike footwear industry in the world's authority now to be suspected of "pseudo-scientific fraud propaganda" on behalf of the prosecution, and this lawsuit is the human body by the Beijing Institute of Mechanics of a study of the cause.

The "Nike" is the unexpected

Library services in Beijing in front of reporters who met with Nike to court the director Zheng Qingsheng, at this time,he is thick with a book in search of information, "We also Wudawuzhuang shoes to enter the human body and Health research in the field, so Nike is concerned about the chance of accidental, "he put down the information to the matter told reporters the reason.

It is reported that the human body mechanics researchers in the long-term course of the study found that the degree of bending of the spine and the body's center of gravity is directly related to the human body's center of gravity in the end-result of their feet, legs and directly related to that shoes, dress shoes not only inappropriate Will cause some common foot disease, mainly shoes with the overall shape of a great relationship, which is caused by a variety of the root causes of cervical spondylosis. To this end, they have shoes as a human study of the mechanical point of entry, and shoes with human health and medicine is exactly the footwear industry regardless of the two areas shopping bags.

Zhengsuo Zhang explained this: medical research funding not only shoes, and will not engage in honest work is considered to be the performance of the referred to as "a waste of resources." After all, from the surface, shoes, medicine has nothing Shade sail to do with what appears to be directly related; technology in the shoe industry in the first, not manufacturers and scientific research on the ability to study human health and shoes. According to the Search Institute shows that in recent years, with the shoes involved in the study of human health only if the medical surgery has been mentioned on the papers, this is a band, remain at the lack of a state.

To find gaps in scientific research personnel is an exciting thing, but as an in-depth study, some are finding is considered to be authoritative "science shoes," researchers and research results to differ materially, the two have a strong point of view Non-compatibility, with nike shoes Air shoes contribute to the movement of the most prominent point of view.
"Recognize the air-cushion shoes contribute to the function of movement is tantamount to denial of one's own findings, so we had to re-test its own look at each other at the same time, this is the result of our unexpected." Zheng said.

Air features to consumers do Bureau

For such a strange result, the researchers decided, after discussing collective action to understand doubt. First of all,they start from the market, after a lot of market research found that the air-cushion shoes on the function of the market and no shoes on the Nike air-cushion functions of the text, only to be exactly the same as sales of Nike products. Can Interestingly, the magic of Nike Air shoes were middle school students who take delight in talking about features, and as a kind of knowledge to show off, but could not confirm the real source. As the Nike ads rarely involved in the publicity function, where the dealer can not find words, so that air-cushion on the magic function of the sources said where?
According to the sales force, Nike shoes only, "Jordan shoes," and a small number of sections with a note card, shoes on the design concepts and features that have made the other shoe has not generally statement. Jordan shoes that the card is the appearance of the main content, features rarely mentioned. The students also said that Nike store sales of more oral presentation. "In that case, is a salesman, or a store, or Nike's problems?" In this regard, the reporter was on Nike's Beijing representative office relevant person in charge to verify when the explanation is that, "Although there is no Textual description, but consumers can refer to the functions of sales, because they are more professional, at the same time the company will carry out their training on a regular basis. "

Zhengsuo Zhang believes that this mode of publicity is a grain of truth, his analysis: "covert propaganda model of business is security, first of all, even if consumers have problems, but also because there is no evidence had no choice but to Zirendaomei. Secondly, Do not store any text can be used as evidence of something, even if there is sufficient evidence that sales are misleading, and can store personal Daogou Yuan to pass the buck head, the business is intact. "
However, later, through confidential channels Zheng Qingsheng get a page of information to make new progress in the investigation, which is that they can collect only the Nike air-cushion on the function of the text. This is the Nike of its partners in the "product knowledge training," the website information page at the bottom of the "Nike (Suzhou) Co., Ltd. All rights reserved sporting goods," the mark, the picture pages of evidence have been submitted to the court.
"It is worth mentioning that this site is for the dealer, when the landing will have to submit a user name and password.Distributor of Nike's in-house training is not open, and distributors of consumer oral presentation is also unfounded. Air-cushion shoes of the publicity function, is transmitted over the secret. This has created a unique marketing model - the image ads to imply that, with a direct function of misleading propaganda, the combination of light and shade, and promoteeach other. Publicize the functions of both, Set a good image with consumers'...... More ↓ ↓ ↓
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