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& nbsp; & nbsp; & nbsp; the face of new market trends and business rules, marketing is king, Nike had to actively adjust the business community There is a quite interesting phenomenon: the decline because of a lack of opponents or because of the strong and powerful opponents. Nike latter. Adidas and Reebok combined not only did it look born of confidence, but it provoked a more vigorous fight. & Nbsp; & nbsp; & nbsp; & nbsp; at the beginning, it is proposed to the 2011 revenue to increase to $ 23 billion, and in three years in the world to open 100 new stores. ? Took office less than two years, Nike CEO Mark Parker undisguised said: "Leading is what we do best." Nike September 20 announced a first-quarter report from another angle reflects the sportswear giant's strength. The report shows that Nike quarter net income increased 51 percent to $ 569 million. Even without considering the Nike transfer of power last year just ending unrest and foreign aggression from Adidas, this performance can be considered quite good. If we are innovative, we can lead does not mean that there is no strong opponents and challenges. Since the 1980s, the charm of the achievements of Michael Jordan Nike this "king of basketball shoes." Today, however, Jordan old men. Whether in urban or rural areas, the Jordan brand sneakers attractiveness is waning, despite the beginning of the launch of the rocket, Jordan (Air Jordan Retro) live up to expectations, but later launched Nike Jordan shoes have to part with a very high discount to sell out. Nike hopes to identify it as NBA star thermal Buren? James (LeBron James) can help smooth out their own Jordan era. In 2003, Nike announced the payment of $ 90 million over 10 years to the US basketball team Cleveland Cavaliers (Cleveland Cavaliers) promotional basketball shoes. However, although the latest Zoom LeBron IV basketball shoe sales situation is good, but the star of the endorsement of James's style is difficult to look after all the item back then Jordan. Of course, this is partly because, with the diverse forms of entertainment, compared to today's NBA with Michael Jordan era popular, its appeal has gone down. In addition, Nike's rival places low-cost strategy, must we press on. For example, a named Steve? Barry's discount clothing chain store sales of a basketball shoe, selling only $ 14.98 per pair. It is said that in August last year after the launch, only four months its sales reached 3 million pairs. competitors initiatives may be able to temporarily put aside aside, however, when a new trend is already taking shape, the contrarian business even if lucky enough not to be swallowed up trend will certainly also suffer Nike is very clear on this point. According to the US, a market research firm said that the US low-cost sneakers (under $ 50) market over the past two years increased by nearly 9%. Cheap sports shoes sales now account for more than half of the US athletic footwear market sales. In addition, in recent years the United States basketball shoe industry also appeared overall decline - decline last year reached 16%. Nike's revenue in the US market about 30-40% created by the basketball shoe business. Currently, in the United States more than $ 100 price per pair of basketball shoes, about 95 percent of Nike shoes. Obviously, these trends can not be disregarded Nike. If we do not take effective measures to deal with Nike's dominance in danger of losing. In response, Nike has been very clear ideas. It hopes to vigorously explore the potential of China and other overseas markets have to reduce dependence on the US market; the other hand, the adjustment of product line, increase product innovation and prudent expansion of middle and low market, adapt to new trends and to tap new opportunities. In FY08 ended by the end of August of this year's first quarter, Nike's revenue i cheap air jordans n the US market grew by only 2%, while growth in the European market has reached 16 percent, the Asian market is growing more fast, reaching 22%. This speed thanks to Nike's aggressive in the market such as China and India. It is reported that Nike quarter revenue in the Chinese market grew by about 50%. Currently, the international market accounted for 60% of total revenue, Nike, 51% of profits. It is expected that its sales in China are expected to step onto $ 1 billion. China will become the Nike after the United States market, the second largest market. In addition, Russia, India and Brazil are also high hopes for Nike overseas markets. Despite Nike's ambitious, some analysts are still skeptical. They believe that Nike now accounts for a dominant position in the US market is very difficult to continue to achieve rapid growth. The spirit of sport is the ultimate challenge, Nike naturally understand this. Mark? Parker said Nike is one of the competitive advantages of the breadth and diversity of its business. However, in order to achieve growth targets, Mark? Parker after he took office also had to Nike brand and product line to adjust. Mark? Parker on September 21, said Nike is considering the sale of its subsidiary resistant Kebao Er hockey supplies. The subsidiary's main business is the production and sale of hockey, apparel and equipment, and roller skating sports balls and other equipment. Several other brands such as Nike Golf, Converse, Cole Haan, Exeter and Hurley also have to be re-examined. Nike executives said, although such a decision is difficult, but some brands have been with Nike's long-term development plans do not coincide, it is necessary to "ton output capacity." face basketball shoe market (mainly the United States market) saturation, Nike product line has expanded to include soccer clothes, running sportswear, women's training and fitness apparel. Mark? Parker, Nike has been restructuring operations in the United States as soccer, basketball, running, training six departments male, female fitness and sports culture. Prior to this, Nike's business is divided into footwear, apparel and equipment three categories. At the same time, Nike also actively to the low-end development. Earlier this year, Nike invite soccer star Brandi? Cai Princeton (Brandi Chastain) and Hope? Solomon (Hope Solo) and volleyball star Logan? Tom (Logan Tom) appearances in New York, released a new brand Tailwind (wind) - a brand for women consumers. Currently there are six kinds of styles of the brand, with prices ranging from 19.99 to 34.99 US dollars. Previously, because of high prices and Nike Nike brand focused on sports and alienated low-end consumers. Nike Tailwind gave an opportunity to attract these consumers. ? In this regard, Mark Parker said: "If we are innovative, we can lead." Power marketing machine Nike factors known to be good at marketing. However, this moment, the face of some trends may have a significant impact on its future survival, the marketing is king, Nike also had to make significant adjustments. Nike executives have publicly expressed the hope that by 2010 the world's dominant supplier of soccer apparel, so a direct challenge to the status of Adidas sportswear in the football market. To this end, Nike marketing aspects of the large investments. Nike made within 10 years of the German Football Association to provide $ 778 million, sponsored by the German national soccer team. The trick for Adidas in terms, like "black tiger dig heart," because Germany is not only Adidas headquarters, and Adidas have long or the German team sponsor. sponsored by the German national team is only part of the Nike marketing change. In fact, Nike's other innovations in marketing or striking visible. Hidden behind these changes is the destruction of the old business rules and new business rules are constantly bei air jordan 11 space jam for sale ng established. In recent years, the digital revolution, the right to speak consumers greatly. Nike CEO Mark? Parker opinion, driven by the digital consumer landscape is reshaping the retail industry, and now the power rests in the hands of consumers. To do this, Mark? Parker believes Nike and other consumer brand companies need to adjust to the new market trends. He said: "Consumer's influence has never been so strong, they have more choices and access to these selected channels, power has clearly shifted to the hands of consumers." In view of this situation, Nike has made a "consumer decision" strategy, indicating you want to focus on creating competitive strategies of personalized consumer experience. To this end, Nike first product was further subdivided. September this year, Nike released a specific Native American Indians sneakers Air Native N-7. According to Nike said, this product is based on the company's research base on the Indian foot structure designed, it is wider and taller than the average sports shoes. In the marketing strategy, Nike have also been targeted adjustments, such as further subdivided marketing target consumer group. Before Nike managers generally believe that 18-year-old to 22-year-old is the same kind of consumer group. Now, Nike gave up before bundling marketing approach and preference will be subdivided into different markets according to the age and interests of these consumers. In addition, it is also based on the characteristics of the digital revolution, opening up new marketing tool. It is reported that Nike has been designated AKQA company Nike in Europe, Asia, Latin America, the United States and Canada global digital marketing advertisers all football-related online marketing advertising. Nike and Apple's cooperation is considered to be a flash in the pan Nike innovation. ?? 2005, Mark Parker to Apple CEO Steve Jobs called and Steve Jobs to make a bold idea: Nike running shoes with Apple's popular iPod digital music player It is combined. Also known for innovation and marketing of Jobs and Mark? Paz hit it off. In close collaboration with the two companies, the Nike launched Nike Plus. This is actually a miniature wireless sensor increases, the length of time running automatic monitoring, distance and calories consumed and other conditions in Nike running shoes and sends this information to iPods, so that consumers who have iPods can be clearly understanding of their movement. vice president of global brand and product category management Nike Trevor? Edwards said, Nike Plus the real world and the digital world combines. Many people think that this is Nike's marketing innovation. In fact, this product innovation has blurred the boundaries of innovation and marketing innovation, is the combination of the two. It is above all a product innovation, but at the same time, because it is leveraging Apple for the iPod has a wide audience of users, also called marketing innovation. According to market research company's data, last year's Nike running shoes in the US market share rose by 47.7%, which has a great relationship with Nike Plus launch. Nike's own survey also showed that 35 percent of Nike Plus is the first time users to buy Nike sneakers. The company's goal is to make the world's 100 million runners in 15% use Nike Plus. Meanwhile, Nike has also seized the opportunity to digitize the rise, and vigorously carry out include print media, mobile, retail and network marketing combination of three-dimensional marketing. In the company's marketing in the UK market, for example, according to Nielsen Media Research data, Nike in the UK market 9.2 million pounds advertising, about 269,000 invested in the Internet, the next year the proportion will rise further. Mark? Parker aggressive marketing campaign is reminiscent of Nike founder and current chairman of the Knight of Nike Cheap air jordans for sale . Knight tenure at Nike through the generous sponsorship of sports and sports stars such as Michael to win big? Jordan and Tiger Woods and other endorsements to expand its brand influence, was a great success. Of course, Nike natural and ultimately "costly." Early in fiscal 2005, Nike advertising costs as high as $ 1.6 billion. It is in this context, we hope to strengthen financial discipline in a certain degree of Knight from outside the company attracted a succession Perez. Unexpectedly things as people would like. Peres took office trying to cut advertising expenses of measures to control costs. However, he apparently with Nike and Knight Marketing is king thought there is a conflict, so as Knight will not be tolerated, and ultimately had to rush from Perez and hurried away. Mark? Parker naturally very clear lesson Perez, so he no unambiguous on ad spending. Over the past two years, Nike proportion of its annual advertising revenue of around 11.7%. However, all these can guarantee whether Mark? Parker successfully achieved the goal? Some analysts are skeptical. They pointed out that if Nike's revenue to reach $ 23 billion in 2011, the average annual growth rate should reach around 9%. The problem is, the larger the enterprise, the greater the friction of its advance. It would be like Nike had to face the challenge.OFF-WHITE and Nike joint sports giant big projects continue to emerge, each with unique design style, let people drool with envy after yesterday Air VaporMax, a joint exposure today and the design of the Air Max 90 is also out of the spy. This section in the continuation of the classic profile at the same time, using the words of the suture, patches and clear signs of unusual and offbeat style, design this is also destined to become the ultimate fashion industry darling. item: AA7293-100 off-white-nike-air-max-90-ice-10x-1.jpg (182.79 KB, download number: 11) download OFF-WHITE x Nike Air Max 90 Ice 10X 2017-5-9 14:25 upload off-white-nike-air-max-90-ice-10x-11.jpg (422.54 KB, download number: 9) download OFF-WHITE x Nike Air Max 90 Ice 10X 2017-5-9 14:25 upload off-white-nike-air-max-90-ice-10x-3.jpg (157.35 KB, download number: 9) download OFF-WHITE x Nike Air Max 90 Ice 10X 2017-5-9 14:25 upload off-white-nike-air-max-90-ice-10x-2.jpg (203.27 KB, download number: 9) download OFF-WHITE x Nike Air Max 90 Ice 10X 2017-5-9 14:25 upload off-white-nike-air-max-90-ice-10x.jpg (150.85 KB, download number: 9) download OFF-WHITE x Nike Air Max 90 Ice 10X 2017-5-9 14:25 upload off-white-nike-air-max-90-0Yesterday, 2009 China Ganxian industrial capital and Investment Forum and footwear industry base signing ceremony was held in Ganxian, and the exchange of luxury International Group Co., Ltd. will invest 3 billion 400 million yuan to build the footwear industry base. In order to promote the economic development of Ganxian, the government of Ganxian under the overall planning, Huihao international group and Appollo capital relying on Shenzhen District of Longgang Footwear Association on shoes in Shenzhen and the surrounding area; yesterday, 2009 China Ganxian industrial capital and Investment Forum and the footwear industry base signing ceremony was held in Ganxian, Huihao international the Group Limited company will invest 3 billion 400 million yuan to build the footwear industry base. In order to promote the economic development of Ganxian, the government of Ganxian under the overall planning, Huihao international group and Appollo capital relying on the Shenzhen District of Longgang Footwear Association in Shenzhen and the surrounding areas of shoe related enterprises and appeal, construction, investment operations in Ganxian "Jiangxi Ganxian shoe industry base", the integration of the footwear industry chain, to form a cohesive force, create Chinese central shoe industry center. "Jiangxi Gan cheap foamposites for sale xian footwear industry base" project covers an area of 4200 acres, of which production and logistics base covers an area of 3500 acres, display trading base covers an area of 200 acres, the enterprise headquarters base covers an area of 400 acres, 100 acres of spare land. Total investment of 3 billion 400 million yuan, the project is divided into three phases of development, a period of 1500 acres, second years to complete the project construction. The second phase is 1500 mu, and the project will be completed within fourth years. The third phase is 1200 mu, completed within fifth years. After the completion of the project, 30 thousand people can be employed, and the annual tax rate will be RMB 300 million yuan. (editor in chief: admin) the day before, Nike launched a new Nike Air Flight color - "89" Black Reptile's classic training shoes". : . The fabric of this shoe is made of suede and animal leather, and in black and white. the shoes are currently priced at $150 and have been purchased at designated stores. 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Jordans Spizike Are Especially Suitable For Sports Activities" /〉 This article is from& nbsp; & nbsp; & nbsp; & nbsp; [Chinese shoes Network - brand observation] China sporting goods industry in crisis is an indisputable fact. The first article in this series has been the financial data from the point of view of the status of the industry of the sort. Clear inventory, optimizing channel structure presumably will be the main theme of the last two years. But after the completion of these two sports brands are able out of the shadows? We are skeptical. After all, the sky changed! After the first two years of rapid expansion, the domestic sporting goods market has shifted from a seller's buyer's market, in this era of oversupply, product sales more dependent on timely cater to consumers. Thus, faster supply chain seems to be a bright road. However, this road is flat or zigzag? We of two. ordering system reform to speed up the supply chain sporting goods listed generally divided into similar seasons, each season-to-market process, but different starting and ending time. Anta, for example, time to market: in the first quarter to early January; the second quarter by the end of March to early April; the third quarter to the end of June early July; in the fourth quarter to the end of September early October. Accordingly, the order will be held four times a year, it held some time in the previous six months to launch new products every quarter. Generate ordering system from the wholesale model. Resellers (channel) needs ago quarterly sample products before deciding the next single, the distributor of brands on order to organize production, the production of complete matched to the terminal sales. Currently, the sports brand on the domestic market (including Nike and Adidas) models are used mainly wholesale sales, so ordering system will continue to exist for a long time. From the left, we can see part of the order will be occupied before and after 70 days or so. Can shorten the time of this stage now, the difficulty is not small, but some brands are making efforts to:? Adidas last two years are presented in the earnings report, to its "Clover" and "NEO" two sub-brands made fast fashion brand, the product cycle goal shortened to 60 days, and the two brands of supply chain integration experience, vigorously shorten its professional sports products (Adidas Sports Performance) to market cycles. In order to improve the efficiency of ordering and Adidas are implementing virtual ordering tool (Virtual Sell-in Tool). Adidas claimed in the earnings report, the tool enables Adidas comprehensive display of all product samples to distributors who can and distributors from online orders; on the one hand this tool can speed up the time to market (savings held in line entity under orders of the time), on the other hand can reduce the cost of the sample showing. Adidas expects 2013 to popularize the system to the world 60% of distributors. If the distributor can sit at your computer at any time according to their own sales orders or Tuibu single, which obviously can greatly shorten product launch cycle. But the interview, we find that this system is not popular in mainland China. Li Ning in ordering institutional changes seem more practical. According to its earnings report revealed that on the basis of retaining the original model on order, Li Ning upgrade the enterprise planning system and market data analysis system, based on both launched a rapid response SKU product lines and the best combination of (A +) product. Li Ning, the company claims, by rapid reaction product line, distributors can replenishment for some hot models; in different areas of the market after the data analysis, the Li Ning to the regional distributors SKU recommend ordering the best combination Cheap foamposites for sale of products, such products composition more in line with local consumption habits, so that the distributor's sales more smoothly. Li Ning, the plan to build a kind of "inertia best-selling SKU replenishment orders + + rapid reaction products," the dominant retail subscription model. We believe that although the distribution system in the form of the decision ordering the inevitability, but ordering patterns can be changed through innovative ordering methods to achieve the purpose of shortening product life cycle is not impossible. Ordering is a core part of the supply chain, after the impact of changes arising from the link ends is bound forward conduction, the front is a product design and development, backend manufacturing. We found that the product design and production point of view and can not be separated, especially from the perspective of shortening product cycles, the impact of both its consistency. simplify the design and production to accelerate supply chain I do not know if you have not noticed one detail: Nike and Adidas products in recent years increasingly simple form, and color trends fan. Footwear products from the point of view, looks more and more close, fabric applications are converging, but more and more rich color. Basketball shoes, for example, the former stars have a different endorsements exclusive sneakers, these shoes styles, technology applications are also different. And now, the stars are more like foot shoes. This phenomenon has been some industry insiders agree. We interpret this phenomenon from four perspectives: first, many styles of development needs the support of new technology, and in the context of the global economic downturn, increased R & D investment is clearly uneconomic; second, whether active or passive, consumers of technical pursuit has turned digital experiences by the physical experience, which also proved why Nike and Adidas increased R & D efforts to digitization, such as digital products NIKE +, NIKE Fuelband, ADIDAS miCoatch and other emerging ; third, in the Chinese market, strong purchasing power and the older part of consumers goodbye to basketball, football and other basic sports, began to get involved in outdoor sports and outdoor brands thereby causing the rise affected, Nike and Adidas positioning to young, rich colors tend not difficult to understand; fourth, minimalist design makes production more difficult to drop, to shorten the production cycle means to accelerate the supply chain reactions. enhance the versatility of the material, reducing SKU complexity, this seems to be the consensus of the sports brand. One to save production costs, and secondly to accelerate the reaction speed of the supply chain. throughout the supply chain information sharing? Hard! Many people suggested that poor information is one of the main supply chain unresponsive. We quite agree with this statement. Examples of sporting goods industry due to the exchange of information arising from the loss of numerous poor. But how to make a smooth flow of information, this is a broad question, we can only try to do some of the discussions. For now, the infrastructure of information communication between brands and the terminal is not bad, most of the sporting goods retail shops have information systems. As long as brands like, information retail terminals can be faster feedback. The key is to establish an effective feedback system and feedback information analysis and processing capabilities. Li Ning stressed the importance of feedback and data analysis in its 2012 earnings report, and said: The Group is starting to build a leading retail business model to adapt effective supply chain and logistics support systems to enhance rapid response capability. This description and Adidas in the supply chain strategy is very similar expressions. Visible, rapid response supply chain seems to be a way out of sports brands. The rapid response supply chain is not only limited to between brands and terminals, we believe, is the key to the supply chain between manufacturers and brands accelerated. We do this a guess: OEM manufacturers to see the brand's real-time sales data, so that it can discover which products are coming out, and which products are unmarketable, thereby adjusting production strategies, best-selling models to produce more, produce less slow-moving models. Such a state is clearly to make the production and marketing more efficient and significantly reduce inventory risk. Academic to say that this is the MRP procurement model to VMI procurement model change. But this pattern forming short time is difficult, because there are too many difficulties, we summarized in one sentence: information flow, capital flow and logistics three streams not harmonious. While watching difficult, but a bright future is attractive, so many brands are leading to retail (terminal information in real time throughout the supply chain, resulting in positive synergy) business model transformation. And Direct, is clearly the fastest in the form of information penetrating. Direct expansion to accelerate the supply chain? Premature Direct and distributors, each have pros and cons, which one is better not jump to conclusions. However, the speed of the flow of information that is more dominant Direct. The past two years, Nike and Adidas are two sporting goods giants are vigorously promoting its Direct business Direct business accounted for 16% of Nike's reached, Adi higher than 23%. But it is worth mentioning that the Direct business accounted for two brands in China are lower than elsewhere in the world. Visible on the Chinese market, Belle, Bao Sheng, RLT and other large distributors remains the dominant industry. In our view, at least give the supply chain to accelerate Direct brings the following advantages: a more direct and rapid feedback; 2 By facing consumers, brands can more accurately grasp the market, and thus more effective. arrangements for production; 3. Direct business can carry out all aspects of ordering, logistics, store selection, personnel management role play exercise; 4. Direct can build a better brand image (flagship stores, concept stores), but also quickly clear inventory (discount stores, factory stores). Domestic sports brand Li Ning is the highest proportion in Direct (22%), which may make its supply chain to accelerate more smoothly. Because of the huge investment, operation and management capabilities for enterprise requirements, Direct business sports brand has always been the challenge, in addition to Li Ning, the other domestic sports brands in this regard is still in the trial stage, the business accounted for more than small. Direct business growth will be a long process, and accelerate the supply chain is a response to industry crisis of medium-term strategy, so expect the growth of direct marketing services to accelerate the supply chain is not realistic, more efficient collaboration and distribution provider relationship is the key. In the eyes of many industry analysts, Anta's growth is higher than Li Ning, Anta dealer ranks mainly because most of them are his own and culture, there is a high loyalty, ease of control. We might be able to understand this: the more obedient distributors, supply chain reaction sooner. Adi 2008, 2009 channel reconstruction planning purposes it is in this, when it cut a lot difficult to manage dealers, to support a number of more cooperation dealers. We believe that although Direct business model may be more conducive to speed up the response speed of the supply chain, but the movement is far from mature products Direct business, it now appears, to optimize more practical cooperation with the dealer. Transition direction: Accelerating Supply Chain In the study, Nike, Adidas and Li Ning's strategy formulation, we believe that the retail-led business model will be the future direction of sports brand's transformation. In order to more quickly meet consumer demand, sports brands have to speed up the response speed of the supply chain optimization products simultaneously. Supply chain must accelerate to pull time from every aspect of the product life cycle which, while ordering, design and production is the most central of the three links. At this stage, through reform and optimize the design and production of the order system to accelerate supply chain is feasible, but the information sharing and expand Direct both ways is not yet mature, feasibility is not strong. (Chinese shoes Network - the most authoritative and most professional Footwear News, Media Partner: Apparel IT & nbsp;)Beijing time on May 13th, the Wizards home 92-91 Celtics lore, the game will continue smoothly to grab the seven war. distal to the final 3.5s, 45 degrees on the right side of the three point out Waldo hand hits, scored 26 points and 8 assists. Nike Kobe A.D. " Flip The Swicth". this shoe is currently available on Nike's official website. APP download [get], WeChat public number: [get movement trend], scan code take you into the forefront of Sneaker, fashion trends, more free shoes true and false authentication service, you experience! Vans Old Skool as everyone knows, originated in 1977, initially in the number Style 36 named Vans brands? 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After more than a year, has not been the case hearing, Jordan sports suddenly brought lawsuits to Michael Jordan, v. the infringement right of reputation. Surely we have heard about this matter. it is reported that Jordan sports prosecution is forced -- because "trapeze" Jordan's high-profile prosecution, resulting in listed companies is blocked, seriously affect the business development plan. Jordan sports that if "trapeze" that violated their right to a name, take and Jordan sports contact expression of willingness to settle or to send a lawyer to inform other prudential measures and further proceedings. But Jordan in the court has not been accepted by media public proceedings and even set up a special website trumpeted, resulting in many of the truth of the unknown people misunderstand the Jordan sports, serious damage to the reputation of the company, and a claim of 800 million yuan. actually, It is often seen. in domestic copycat brands, brand trademark is more ironic. The following is your inventory of those who have been the cottage of the sports brands. China Jordan sports, all storms are from the beginning of the trademark the United States Jordan brand LOGOJordan Kobe, the two air battle this is a collection of 7 brands to summon the Dragon rhythm? Nike is going to become a comet hit the earth unparalleled fusion! From the brand slogan to the brand LOGO, cottage master in private discount is a discount, but this brand... in order to prevent everyone looked at the back of the trademark but forgot the original appearance of the PUMA brand, we have to deepen the impression. Figure for the German Puma brand trademark. leopard brother, you don't feel like jumping in the wrong direction? Lu Chi is sick, get treatment! PIGG, flying pig? It's really PIG! TUNA, small fish also have the heart to fly! 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