Air Jordan Sells Products To Interpret The Market Logic Of Star Basketball Shoes

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< p > on the one hand is Air Jordan, which is highly sought after and sold out, while it is a headache stock in the sporting goods industry.

The former is being sold as an investment product while the latter is on sale.

In addition to Nike, the domestic sports brand has also launched the basketball players signed by the stars in the same category: a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, such as Lining's Wade Road, Anta's KG series, PEAK's Parke TP9 generation.

However, different brands have different lineages.

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< p > < strong > stir fried a href= "http://www.91se91.com/" > shoes > /a > /strong > /p >

< p > a recent news from the US media has frightened many Air Jordan fans.

According to the news, Michael Jordan intends to cooperate with Nike on the next 30 years, that is, the sale of Air Jordan, but Nike China denied the news.

Insiders believe that the credibility of the news is not high. "Jordan concluded his cooperation with Nike, which means he lost $70 million a year.

He now has a team to support, and he should not abandon Nike and rebuild the brand himself.

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Less than P, there are a lot of full-time shoe makers besides fans.

A veteran Air Jordan player told the Beijing Commercial Daily reporter that most of the people who queued up for shoes in special counters were not wearing themselves, but selling them.

"The original price of Air Jordan shoes is generally 1189 yuan, 1249 yuan, 1429 yuan and 1749 yuan. Except for 46 yards above, the small yards can generally be fry up to 3000-3500 yuan, and the charitable series can reach 5000-12000 yuan."

Beijing Business Daily reporter found that a price of 1999 yuan singer limited joint shoes, has been frying to 29999 yuan.

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< p > this is not a unique situation in China, nor is it in the United States.

A consumer survey of "black Friday" in the US "what most Americans want to buy" shows that the first place is limited edition Air Jordan.

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< p > < strong > the value behind the shoes < /strong > /p >

< p > for Air Jordan, most people are not buying but robbing.

Many stores can see queues overnight when new products are sold or replenished.

These people may be the fans of Air Jordan, or they may be the professional queues they employ at a price of 200 yuan per person.

In the eyes of these people, the shoes worn by Jordan have legendary stories in every generation, and their cultural value is much higher than that brought by the technology of shoes.

But behind the crazy rush, there are not many people playing basketball with Air Jordan.

And this can explain why Air Jordan will also be exposed to quality problems, but it is still hard to find a shoe.

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What can not be overlooked is that the fever of Air Jordan may be related to the extremely unbalanced supply and demand relationship. < p >

A Air Jordan fan told the Beijing Commercial Daily reporter: "a few years ago, 600 yuan would be able to buy a pair of AJ7's positive generation in the exclusive store. Now the shoes are all limited supply, the price is higher and higher, almost all have to increase the price to buy."

A Air Jordan Fan said that in Beijing, except for the Oriental Xintiandi Jordan store and Wangfujing a href= http://www.91se91.com/, Nike /a /a Beijing, the other Nike counters will have a range of Jordan, or at least mix and sell, but less.

Nike China has not responded to the Beijing Commercial Daily reporter whether it will increase the supply of the Chinese market.

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< p > Air Jordan can not meet the needs of consumption, the market has produced fried shoe customers, and intensified the proliferation of cottage shoes.

Taobao Air jordan shoes at all prices are even as low as 100 yuan, but sales are still impressive.

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< p > < strong > local brand playing method < /strong > /p >

< p > "the selling point of star sports shoes is" experience + pursuit ".

Liu Xiang, deputy director of PEAK brand management center, believes that the charm of Jordan himself is unique and can not be duplicated. Only he can enjoy the treatment of independent brands.

However, the advantage of star sports shoes is that it can quickly intervene in the market and enter the consumer's perspective. The brand can be driven by the influence of the stars, and the domestic sports brands have also launched the basketball shoes of the same players signed by the stars.

However, the brands are different according to their own positioning.

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< p > Li Ning Co said, "Wade's Road products are generally sold through online official shops in Lining and offline Lining shops, and only some special color matching basketball shoes are sold on a limited scale".

Statistics show that since the signing of NBA star Dewayne Wade in October 2012, the first Wade road product has been released. So far, Wade's basketball shoes have been launched into the second generation, and the price of the conventional color matching products is basically between 800-900 yuan. In addition, according to some important events or Wade's personal needs, 10 special colors are also available for sale, and the price is over 1000 yuan.

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< p > Liu Xiang said that PEAK also hoped that its own brand star products could become the classics of the market, but all these need a long time to accumulate and precipitate, regardless of brand or star player.

"In the domestic market, Parke shoes replenishment volume of nearly 100 thousand pairs."

Moreover, in the pursuit of professionalism and star products, the desire for low price dumping is increasing.

According to its introduction, PEAK's Parke and Battier's signature shoes are currently selling for more than 500 yuan on the market, and PEAK's basketball shoes are continuously improving their prices and will be considered for sale in the future.

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On the contrary, in September last year, Anta launched its exclusive fourth generation signature basketball shoes for its spokesperson and NBA star Kevin Garnett, KG4, with a price of only 399 yuan, while the previous three generation products from KG1 to KG3 were set at a price of 699 yuan from P to NBA.

In positioning Anta in the mass market, price performance is a factor that consumers value.

Statistics show that the sales volume of the first three generations of KG basketball shoes is less than 100 thousand pairs, while the 399 yuan "national shoes" after listing, last year's Q3 and Q4 shipments were the sum of players' shoes shipped in the past three years.

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