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& Nbsp; & nbsp; & nbsp; [Chinese shoes Network - Footwear brand observation] "We are not selling merchandise we sell is a culture, an American spirit," Coca-Cola think for this reason, their products can swept the world. In the consumer sensibility of modern society, to meet the spirit of the brand consumer sentiment, the psychological level of need, to become a key element of competition. So, what is the spirit of the brand? & nbsp; & nbsp; & nbsp; refers to the spirit of the brand awareness of consumers, the brand represents, implied meaning, symbolism, the sum of personality, emotion, taste and other comprehensive cultural factors. Spiritual essence of the brand is a rich personality to represent the spirit of the enterprise, it is the cause of faith brand or brand decision-makers in long-term production and management gradually formed, values ??or business purposes. Brand spirit content by different business fields, methods, historical traditions and constraints of reality to pursue having differences, ideological representation has personalized color brand in production and business activities gradually formed. Spirit of the brand in various forms, but also a variety of communication channels, to strengthen employee brand awareness and brand marketing have an imp jordans on sale online ortant role. & nbsp; & nbsp; & nbsp; spirit of the brand in the market competition with a strong force can not be estimated, the development of enterprises play a vital role. From the development of the shoe industry, the competition between shoe brand increasingly focused on spiritual influence. Nike is focused on the spirit of the brand marketing expert. "Sports, performances, free and easy, free of sportsmanship" Nike was sought after by many consumers. & nbsp; & nbsp; & nbsp; co-founder of Nike's Bowerman said: "As long as you have a body, you are in the world as long as there are athletes and athletes, Nike will continue to grow and develop.." Another founder Knight believes that sport no end, only the restless spirit of personal struggle and innovative spirit throughout the business, in order to "sports, performances, free and easy, free" spirit of the pursuit of individual athletes as Nike brand culture core. In order to reflect the spirit advocated by the Nike brand, Nike hired Jordan, Jackson and Woods and other athletes for advertising. These elite athletes in the shooting everywhere advertising the film without demonstrating unwavering faith and a sense of accomplishment. At the same time, Nike ad also the lens at ordinary people, portray the image of the cheap foamposites unknown striver, reflecting the spirit of hard work go all out for victory. & nbsp; & nbsp; & nbsp; "Nike is no longer selling products, and only sell Nike brand, then expect sales of brand behind a long upswing." Nike believes, "representatives of the people are very brand courage. They are not conservative, willing to innovate, to seize the opportunities, but also in the name of the brand is willing to accept the people's affection, criticism or respect. "Spiritual Marketing Nike brand has achieved this great success, and now many youngsters heart, Nike has become a symbol of individuality, the pursuit of self-confidence.[Chinese shoes Network - News] Following Adidas (stores) announced that sales in Greater China grew 15 percent last year after Nike (stores) also reported third quarter of this fiscal year, he stressed that China is the most important high growth markets. The industry believes that the domestic sporting goods market continued to shrink in the background, Nike and Adidas is fine by the "price for volume." According to these two major sports brand giants sinking layout of the market, the price war is an important strategic breakthrough against the market trend driven brand. Compared with international brands, local sports brand also clouded. Pick foamposites for cheap net profit last year fell to the lowest in five years; Anta net profit of 1.359 billion yuan, is listed first decline in five years; Li Ning in 2012 warning of performance will be "huge losses." shrinking domestic market is the common experience of domestic and foreign sports brand in the industry view, Nike, Adidas can break out due to adverse economic channel sink. Nike, the number of orders in the Chinese market despite a 4% growth, but its revenue has declined in Greater China. The key road sports consulting firm founder Zhang believes that this is due to the product on sale led to its customer price decline. But it is still hard to stop Nike are "sink" determination. Previously, Nike announced plans this year to open 40-50 new factory store, commodity prices will be a genuine 3-4 fold. Shop not only far more than its previous size, the new store will also extend to the second and third tier markets. Not only is Nike, Adidas Greater China general manager of high Skyline director also said that business focus this year is to expand the shop a few small cities in China, opened 800 new stores in two-thirds of all small and medium cities. Moreover, in 2015, Adidas plans to take the more than 1,400 small and medium cities in China. foreign sports brand channel sin cheap jordans k rely on domestic sports brand originally belonged to seize living space. This is the second and third tier cities have been the main battlefield of the domestic sports brand, but Nike, Adidas and domestic sports brand discounted basically at the same level, so that consumers start small city "change of heart." As of last year, the number of Anta, Li Ning, Olympic and other local sports brand closed shop six exceeded the 3000 is huge, 361 & deg; even in last year's fourth quarter "day off for a shop." With a big campaign to accelerate the penetration of foreign small and medium cities, the future of the domestic sports brands face even greater challenges. But there are also people in the industry will be difficult domestic sports brand due to their own reasons. Zhang believes that local brands not only a surplus of products, and the homogenization of serious, alternative strong among various brands. At the same time, growing consumer demand for technology and fashion, the domestic sports brand is also difficult to keep up. 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