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The author thinks that may follow the old shoes brand in pole position to go the way of the science and technology enterprises can deduces luxuriant. For example, nba shoes company has launched a series of "escape run" the second generation of running shoes. The "science and technology products" shoes both individual character, and prevent slippery wear-resisting, attract the consumer's eye. According to information, the new Nike insole design, in the original foundation under the insole with air holes and grooves, they can play the role of ventilation perspiration, for those who sports sweat easy too many friends it is rare to the intimate design.

The soft nike store surface can effectively absorb sweat release, in the insole heel and shock glue, let Nike become more comfortable; reduce the movement of unnecessary damage for the body. From quality, breathe freely to the comfortable and price, are all for Chinese consumers do the comprehensive consideration. This, of course, the technology Nike to gain market high praise is common. For the professional development consolidate market, technology has brought about a product will often be able to thorough popular feeling.

So it seems that the psychological and physiological characteristics of consumers to cheap nike shoes development put forward higher request, therefore was born based on "consumer mental" positioning theory. But in return, consumers view is a complex set of physical and psychological process, buying decision also is same. For small and medium-sized enterprise that Nike to pervasive technology as its brand backing, believe that is completely can open how to break this approach and cater to the consumer to psychological.

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