Deep Interpretation: Why Do Small Shoes Have "Big Temptation"?

At 3 p.m. on November 15th, Zhao Zitian carried two big bags. Gym shoes I am going to fight in Karamay to prepare a private shoe show with a couple of small partners. After last week's sneakers exhibition in the capital, the 80 generation guy has been gaining popularity in WeChat's circle of friends, and many fans have joined his "pea shoe club".

The collectors of shoes are unfamiliar to most people, but there are a group of people like Zhao Zitian who love to sneakers and love them. In recent years, the classic basketball shoes, such as the new iPhone, will be robbed on the market. Not only will they sell on the day of sale, but also raise the price. At the same time, the story of fried shoes circles, forums and frying shoes has gained more and more attention.

A NIKE limited edition with a retail price of 1749 yuan Basketball shoes Coconut jetting rose to 2500 yuan / double on the day of sale, and two yuan later reported a transfer price of 9999 yuan.

The same is true of limited edition basketball shoes 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. So, is the "big price" limited edition "fried" out? Do there really have so many shoemaker? What's the value behind the shoes?

　 Love shoes

The brand of growing culture

At 16 o'clock in November 16th, a private bar in Karamay, Xinjiang, Zhao Zitian and several small partners were arranging exhibitions. More than 200 pairs of sneakers on the table attracted many visitors to stop and watch.

In Zhao Zitian's view, Xinjiang has never had a sneaker show, and the mainland shoe show is very hot. Many lovers collect their sneakers through the shoe exhibition, learn from each other and share their youth memories. Although he has limited ability, he also wants to provide an exchange platform for local sports shoes enthusiasts.

In front of Zhao Zitian, a black sportswear, AJ basketball shoes, baseball caps, full of fashion. This is his favorite dress on weekdays. From high school, Zhao Zitian spent more than ten million yuan in 10 years to collect more than 100 pairs of basketball shoes. With the development of domestic sneakers culture, the price of these shoes has far exceeded the price of their purchase.

"I like playing basketball since childhood. Michael Jordan is my idol." Zhao Zitian said, from the small family generally, originally bought shoes just for playing ball, did not want to collect. Until 2004, he saved money to buy the first pair of basketball shoes, "Joe 7 graffiti". Now Zhao Zitian still loves this "Joe 7 graffiti", when he spent 650 yuan, the global limit of 1000 pairs, now has fry to 12 thousand yuan a pair.

The collection of limited edition basketball shoes is because the limited edition basketball shoes represent the development direction of the functional design of the shoes. For example, the 11 generation of Jordan basketball shoes, which were on the market in 1995, used the whole palm air cushion technology for the first time, and the full palm carbon fiber supporting plate was used in the middle bottom, so that the whole pair of shoes reached the extreme level in the shock absorption index. In the 11 generation of Jordan, the development of Jordan series and even the whole basketball shoes is not merely a classic. It is generally believed that the 11 generation is the watershed between old basketball shoes and modern basketball shoes, and is the most important milestone in the development history of basketball shoes. In addition, limited edition basketball shoes are also "medals" at the feet of stars, and they are often associated with classic competitions.

Zhang Yang Ren, 27 years old, likes watching cartoon "basketball flying man" from childhood. It can be said that this cartoon lets him fall in love with basketball and basketball shoes at the same time.

On his 17 th birthday, his father gave him a pair of Air Jordan as a gift. He spent two nights in a state of excitement, and felt the joy of basketball shoes. He sprouted the idea of collecting basketball shoes. Now he works in an oil unit, he has collected more than 30 pairs of sneakers.

"Although it's just a pair of basketball shoes, each pair of shoes record a story, representing a culture that can arouse countless memories." Zhao Zitian had Kobe's Autographed sneakers, which was brought back from the United States by a friend. His friend spent 24 hours in the us to buy the shoes. "When I got the hand, I always put my arms around these shoes, and I fell asleep with my shoes on several times."

Actually, there are many fans of local collection basketball shoes, Zhao Zitian said, but Xinjiang still lacks a communication platform, so that you can share your experience and form a fixed circle of friends.

　 Buy shoes

Harder than apple phones.

Zhao Zitian said that players who are keen on buying sports shoes are generally divided into three categories: one is to buy shoes, the other is to buy real ones, the second is to buy pure collections, the third is the middle school, and the other part of the collection is worn.

He said he belonged to the middle school, and he would buy two pairs of pairs of shoes if he had a special preference for shoes.

From time to time he wiped his basketball shoes with his hands. When he was in college, his parents gave him a living cost of only 350 yuan. In order to collect basketball shoes as much as possible, he worked hard and worked hard. He did all the flyers and delivery. In order to save money, he often stopped eating dinner, so that he could not only save money for shoes, but also lose weight.

In recent years, when the classic basketball shoes are on sale, they will not only sell on the day of sale, but also raise the price. At the entrance of department stores in some big cities in China, hundreds of people rush to buy shoes, and 40% repurchase at the spot price increases.

If you buy shoes locally, you can buy them as long as you queue up early. Zhao Zitian jokes, "buy a pair of limited edition sports shoes in the shopping mall in the mainland, and 500 in the middle."

At the end of 2012, Zhao Zitian experienced an unforgettable "shoe rush" in Beijing. 26 pairs of black "Joe 11 infrared ray" attracted hundreds of people to rush to buy. The scene could only be bought in the form of lots of balloting, and after purchase, they must be purchased by ID card, and each person should buy one pair. Although the price is 1149 yuan, there are 40% repurchases of cattle on the spot, but no one is willing to sell them. "The front door of the mall is full of people. As soon as the door is opened, customers go straight to the four floor, just like a 100 meter race. Zhao Zitian said.

Since 1999, basketball shoes have been collected. Over the past 15 years, the 31 year old high school student has grown from a high school student who knows nothing about basketball shoes to a professional shoe collector. He has more than 200 pairs of basketball shoes collected.

Like other collections, Dazhi said, collecting shoes is not easy, but also requires a lot of money and time. He is now free to search for his favorite stars' shoes on the Internet. In addition to constantly updating information on sneakers beside the computer, the collectors need enough physical strength. Because the collection of sports shoes are limited edition, all night queuing rush to buy is indispensable. Unable to queue up, they can only buy high priced shoes online.

　　 Fried shoes

In six years, shoes are useless.

So, are there really many shoemaker?

"Now more and more people are frying shoes. 40% of those who buy the limited edition in the store are the shoemaker." Wang Zheng, the boss of seven years of running a shoe shop, said that the price increase of limited edition shoes was not only a factor of speculation, but also a simple market behavior.

According to Zhao Zitian observation, the limited edition shoes had a crazy increase before and after the first sale. After reaching a high point, it lasted for a long period of time. With the gradual reduction of shoes, the price would slowly rise, and finally reached a climax. Moreover, the number of people wearing 41 or 42 yards is the largest, he said, and the shoes of this shoe size will be slightly higher.

Facing the increasingly hot market, Jia Lei, a sales manager of a sports brand in Urumqi, expressed concern. "For consumers, this is not a good thing, so the cost of buying limited edition shoes is rising."

It is understood that a few years ago, if the counters in the sale of the limited edition of 1000 yuan / double, Wang Zheng can get a certain discount, and sold at a price of 800 yuan, and now more and more difficult to get goods, he has been afraid to advance the sale, because he did not know what price to get the goods.

"However, a pair of good limited edition sports shoes will not become more fragrant and fragrant as wine." Dazhi said, no matter how good the preservation is, after five or six years, glue and leather will become old and lose the basic functions of wearing, and there is no real value.

Limited edition is usually limited to the limited edition of the regional sale and the limited edition of the limited quantity offering. Zhao Zitian said that not every double limited edition is worth frying, and the color matching, history and market reaction should be paid attention to.

For Air Jordan, most people are not buying but robbing. Many stores can see queues overnight when new products are sold or replenished. He said that these people may be fans of Air Jordan, or they may be their professional queues at the price of 200 yuan per person.

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. Zhao Zitian believes that nowadays many people buy shoes to show off. A real shoe collector must have a goal. Good shoes are unlimited, but their money and energy are limited.