Sports Shoes For "Shoes Fans" Who Like To Collect Shoes.

In 2014, he became president and CEO of Diadora (Diadora). Diadora specializes in high-end sports products, and is a successful example of sports in more than 60 years. From 1970s to 80s, tennis superstar Bjorn Berg crossed the brand. Many footballers also go through Diadora, including Holland elite Marco Basten, Italy superstar Roberto Baggio, and the only African player, George Via, who is the "World Footballer".

However, the company has no modern flavor and can not attract the "shoe fans" who like to collect shoes. After all, most of the sports shoe collectors are young people. On Saturday morning, they wait for hours at the boutique, hoping to start a limited edition. Gym shoes 。 After buying, they show off to their friends or sell them on eBay.

　　 Not only Nike Quality sports shoes Market

Jordan series

In the multi billion dollar sports shoes two tier market, Nike and its "banknote printing machine" Jordan Brand now dominate. But he also wants to see if his company can share a slice.

Diadora and Amsterdam Patta boutique have launched three versions of N9000, which were popular in 1990. As a result, Diadora has officially entered the shoe market, and customers have also given positive feedback. "After I took over the brand, I discovered its potential. But the customer's affection for it and the fast recognition of brand history still surprised me. In a telephone interview, he said in a telephone interview.

After the initial successful cooperation, Diadora began to cooperate with boutiques worldwide. This year, Diadora will issue about 10 limited edition sports shoes. These limited editions will be sold out in a few minutes, and some will be sold to the two tier market and make a big profit. For example, in the two tier market, Diadora x Solebox N9000 "Ferro" priced at US $500, much higher than the retail price. However, even if the limited edition is not sold in the two tier market, Diadora will not make money. Because selling 1200 double limited editions in shoe stores around the world will not have a big impact on Diadora's profits and losses. But for him, the purpose of limited edition is not to make money, but to sell and create brand. "This is not a matter of money," he said. "The value of the brand itself is much higher than that of the boutique shoes."

Apart from Diadora, many sports brands are also trying to improve their share of the boutique shoe market. For example, Soconi (Saucony), New Balance and Arthur (Asics) will launch more than ten boutique shoes every year. Andemar also wants to build a huge signature shoe production line through the two NBA MVP Stephen Curie, especially the Curry 1 MVP shoes, which will quadruple the price. This year, when Currie won a total of second MVP, Andrew went ahead with the launch of Back 2 Back MVP Pack, attracting the attention of "shoe fans". The shoes were sold out quickly and the price was increased by 125%. It can be seen that in the two tier market, it is really not just the Nike world.

　　 Catching up Adidas

Adidas coconut shoes

So far, the biggest winner is Adidas. At the end of 2013, Kanye West ended its cooperation with Nike and turned to rival Adidas. In early 2015, Mr. Kan and Adidas jointly released the Yeezy sports shoes series, which is known as coconut shoes by people. In the two tier market, the price of individual coconut shoes is even 10 times the original price. It can be said that the introduction of coconut shoes has greatly changed the pattern of the two tier market.

And in 2014, before Adidas introduced coconut shoes, Nike accounted for 96% of the $1 billion 200 million market. The data came from Josh Lubo, the operator of price tracking website StockX.com. At that time, ADI accounted for only 1% of the market share. But by 2015, ADI's market share has risen to 20%. This proportion is expected to rise to 30% this year, Lubo predicts.

Adidas's success is not confined to coconut shoes. Subsequently, it has introduced more popular production lines. According to John Mcfitts, owner of Stadium Goods, a sneaker shop, Ultra Boost and NMD are the two most popular models. On the day of the sale of Adidas's new shoes, he saw many different types of customers. "You will find that many people sell Nike shoes back," he said. "Many people buy (Jordan) NMD for their own wear. This is a good omen for Adidas. "

According to McPhee Tes estimates, he sold 65% to 70% of Nike's sales, while 15% to 20% sales came from Adidas. However, Adidas's Yeezy Moonrockmight is a real best seller in the store.

In the southern part of Manhattan, New York, in the Stadium Goods store of SOHO, most of the shoes rack is occupied by Nike. However, Adidas also has many options - many coconut shoes are placed in the reserved display cabinets. At the same time, Suo Conni, New Balance and Arthur also have some space.

This is the result of cooperation between sports brand and boutique shoe store. For example, Diadora and Patta boutique are such a cooperative mode. According to Brandon Williams, manager of the global business department of Suo Connie's original series, this is a proper strategy. Suo Conni has to offer 15 limited edition sports shoes every year. In order to ensure the scarcity and popularity, each limited edition has only 1200 double to 2400 pairs worldwide. "We hope that consumers will be interested in resale value," he said. "Until the next launch of the new model, if there is no accident, you will want to see these shoes on many similar platforms like eBay."

Williams spoke highly of the early cooperation with Bodega boutiques in Boston. Because this is precisely the cooperation, so that the original series of Suo Conni has entered the culture of boutique shoes. "They are fashion guides." Lubo gave an evaluation of boutique such as Bodega.

When a sports brand introduces an excellent boutique shoe, there will be two results: first, the buyer of boutique will buy more Suo Connie, thereby enhancing the brand's popularity in "shoe fans". Second, the low-end boutique sees Bodega pushing Connie, and their buyers will start pushing the brand. "In the end, it is possible for us to expand the audience and introduce mass products to ordinary consumers." Williams said.

Diadora CEO, "the reliable marketing tool", is a product of shoes. This analogy truly reflects the original intention of the sports brand to launch the boutique shoes.

However, we should also note that the carrying capacity of the market is only that large. Small brands will not touch saturation point, which is a real problem. It is already a big number to launch 15 brands of shoes every year. More importantly, Nike and Adidas still occupy such an important market position.

"A lot of quality shoes today are basically making trouble." Analysis expert Powell said.

Gradually approaching andmar

Delta Back 2 Back MVP Pack

There is another trump card in the sports shoes market, that is, Andemar. In 2014, andmar surpassed Adidas in Maryland, the United States to become the second largest sportswear Brand Company in the United States. At this point, the development scale of andmar has no longer been dependent on boutique cooperation to open the market. However, according to Lubo, Andemar is a brand that has not yet used the resale market and the "shoe fan" mode to generate revenue for himself.

In the two tier market, Andrew's only popular pursuit is Curry 1 MVP. In 2015, after the Jinzhou warrior star Cooley was elected the best player in NBA, Andrew launched the shoe and the resale price doubled. However, some people believe that Andrew did not advertise it for this purpose. They launched this shoe just because the star's identity is in the right direction.

The success of the Curry 1 MVP in the two tier market has also brought an unexpected result: the price of the Curie shoes sold by offline stores no longer sells, and the price on the eBay has gone up. The rate of increase is not very high - the shoes with a price of $150 can be sold for 200 to 210 dollars. However, we can conclude that the launch of the limited edition Curry 1 MVP has stimulated consumers' enthusiasm. It is not important whether the two tier market can generate revenue for Andrew now. The important thing is that they are planning for the future.

Can Andemar's Kuri line become a new generation of Nike Jordans production line? (interestingly, in 2014, Jordan received $100 million copyright fees from Nike, Jumpman and Air Jordan series. This is much more than his whole basketball career. The answer is probably no. Because no star has been able to dominate popular culture like Michael Jordan. However, Andemar has started copying this pattern. Every year, Andemar will launch 30 brand new color matching designs, of which six or seven are very few. Theoretically, these rare limited editions will start to rise at the two level market, and the young people who can not afford it can only be disappointed. In this way, the reseller wins and Andrea wins.

Andemar is making use of celebrity endorsement, slowly approaching the boutique shoe market. Like Adidas, Suo Conni, New Balance and Diadora, it is looking for suitable space. Although Nike has been leading the market for 20 years in this market, its share will also decrease gradually as competition becomes more and more intense. "Today, many children who buy Nike Jordans do not even know who Jordan is, how he performs on the pitch, and how important he is to sports," McPhee Tes said. "The longer the year goes by, the harder the story is, the more difficult it is to resonate." In other words, Jordan did not go away, but he was gradually forgotten. Therefore, many sports shoes brands want to seize the opportunity and launch their own brands.