Is "Cattle" Bad For Brands Or Beneficial?

The three new colors of Yeezy 350v2, which were sold on the official website of China and the United States, were swept away, of course, most of them might have been accompanied by a queuing system of the official website.

As an ordinary consumer, this kind of

The experience is frustrating. The information you can get is probably only on sale time, local.

10 pairs of shops are used for activities, Adidas official APP, and the official website is stuck all afternoon. Most of the shoes are still in the hands of Sneaker resellers, commonly known as cattle.

While all kinds of gossip were flying before sale, a mysterious group was rapidly becoming the third most popular news channel for Yeezy shoes, even far more than Adidas Originals herself announced.

In fact, in the three or four months before the three coconut shoes were released yesterday, the social networking account named Yeezy Mafia (coconut Mafia), including Twitter and Ins, has sent several photos of shoes online.

"Adiads ONLINE inventory estimates: the United States / European 3-5000 pairs of color (Beluga 13000 pairs) #YEEZYBoost."

Three days before the sale of shoes, Yeezy Mafia published the above message on Instagram, and according to past experience, they predict the sale date, shoe inventory, and even which color is easier to sell and so on.

The group even alerted Adidas Wexler, vice president of global marketing, Jon Wexler, who had planned several Adidas explosions on Twitter to thank them for "constantly influencing the content of Adidas Adidas in the community".

This has attracted a lot of attention for Yeezy Mafia, and their attention on Ins and Twitter has increased by about 100 thousand, and the group has just been set up for 8 months.

Yeezy Mafia now has about 50 members, distributed in the US, Europe, Asia and Australia.

Highsnobiety Sneaker, the trend media, interviewed them two days ago. According to their description, they were composed of computer salesmen who were able to buy the shoes that they dreamed of, but others could only look at the words "sold out".

Anyone can do what we do by doing some research work.

But most of them are lazy, hoping to solve all problems by buying a shoe grab robot.

In fact, we are 7 days a week, 24 hours, and seize every opportunity to sell online.

In running such limited sports shoes, Adidas often distributs a very small number of stocks to many different retailers to expand its influence.

And the selling time of their own official website is not always fixed, which makes a person who has a heart on it has a chance to take advantage of it.

As for whether the brand is happy to see the role of Yeezy Mafia, so at least they think they are good for the brand.

"If this is a product that has been confirmed on the date of sale, we can bring it forward in advance."

They answered in the interview.

In fact, this is one of the reasons for the popularity of coconut shoes, and this group of cattle is doing what the trend media does. For the players, the power to expand their influence is even stronger, which means the actual profits.

Yeezy Mafia has already released the upcoming coconut on the Internet Po, which is probably behind Adidas's early speculation.

On the official website of Yeezy Mafia, they are still recruiting new "League members". After joining Mafia, you will become a member of a private shoe dealer community. You will know the news before each time the limited number of shoes is put on sale.

To join the Mafia, it is necessary to pay a sum of money to ensure that the league members are maintained at a higher quality. In return, Mafia promised to make profits, that is, to buy the limited number of shoes and get a high price.

"Think of it as an investment, and you will soon be rewarded."

The only rule of the Mafia is that it can not leak any "news" inside any group.

After all, the industry is living on asymmetric information.