Why Do Adidas Shoes Have Such A Magic Power?

Adidas Yeezy350Boost V2 "Zebra"

Exergy

"White horse" sells for 1899 yuan, and it can sell four thousand or five thousand yuan on Taobao.

"Technology dealers" cracked and grabbed nearly 80 pairs of shoes, causing other "cattle" dissatisfaction.

According to the world clothing and shoe net, 5 men were fighting for a rush to buy Adidas shoes called Yeezy350Boost V2 "Zebra" (hereinafter referred to as "white horse") on June 24th at iapm p.m. shopping mall.

After the incident, a number of shoe circles were issued by the public, saying that the cause of the iapm round trade square scuffle event was due to the "technology dealers solved the background of robbing the shoes software", robbing nearly 80 pairs of shoes and causing other "cattle" dissatisfaction.

According to a press survey, the price of this pair of shoes called "white horse" is 1899 yuan, which can be sold at four thousand or five thousand yuan or even higher on Taobao.

That is to say, after grabs, you can earn two thousand or three thousand yuan by changing hands.

Who is the hot shoe circle? What kind of business ecosystem is there behind the rush?

On the afternoon of 24, 5 o'clock, under the escalator of iapm trade mall, dozens of pairs of Adidas shoe boxes scattered on the floor, and several men stepped on shoes and boxes to fight together.

According to a witness at the scene, at that time, the sound of a shoe box collapsed and ran to the escalator.

It turned out that the 24 afternoon was Adidas's "Yeezy" 350 Boost V2 "Zebra" shoe raising day, which was grabbed on June 21st at 4 p.m. on the "Adidas Comfirmed App" software.

But according to many customers, it is very difficult to grab a pair of shoes.

"I entered the software at 3:58 on the afternoon of 21. A mobile phone entered the countdown to start robbing shoes, and the other had not responded, showing that the network was abnormal."

One customer said.

According to a witness at the scene, this farce happened between the Yellow Cattle who grabbed the shoes. "Cattle" cracked the software of robbing shoes, robbed all the shoes, and other "cattle" were angry, but fought for it.

After the incident, a number of shoe circles were issued by the public, saying that the reason for the incident in the iapm shopping mall was due to the fact that "technology vendors solved the background of robbing the shoes software" and snatched nearly 80 pairs of shoes, causing other "cattle" dissatisfaction.

Another witness who took the video at the scene said that after the incident, people suspected of fighting at the scene were taken away by the police.

Yesterday, the reporter learned from the Xuhui police that at 17:11 on June 24th, the sub Bureau received the alarm from the masses that there was a dispute in a shopping mall in the middle of Huaihai Road.

After receiving the report, the police rushed to the scene for disposal.

After understanding, a sports brand in the shopping mall promotes sales activities, and disputes among buyers are caused by snapping up merchandise.

At present, Xuhui police are investigating the case.

Yesterday, reporters on the Shanghai Adidas staff to verify the matter, the other side said: "the company temporarily silent."

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For a pair of shoes, in the crowd of shopping malls in the public blows, then, why do these shoes have such a magic power?

According to a press survey, the price of this pair of shoes called "white horse" is 1899 yuan, which can be sold at four thousand or five thousand yuan or even higher on Taobao.

That is to say, after grabs, you can earn two thousand or three thousand yuan by changing hands.

According to a businessman who has 5 years of experience in selling shoes, this time, most of the "cattle" were booked through Adidas Com-firmed App, but there were a group of part-time workers behind the "cattle".

"Yellow cattle" usually hire APP to draw lots on the Shanghai part-time website. If the lottery is signed, the "yellow cattle" will have to pay 100-200 yuan for the central staff, and take them with them on the sale day.

If you don't sign the bill, you don't have to pay the reward. "

After searching the webpage, the reporter did find several Recruitment Information: the number of people in the recruitment information was between 300-400 people. A recruitment message called "Adidas rush to buy a part-time job" was written. Apple mobile phone was required to provide identity information, download the APP and complete the registration within the specified time.

In addition, this recruitment information also has detailed shoe grab tutorials, and tells: "do not need you to pay 1 cents, do not need you to pay, I will give you 600 yuan bonus in the shop."

The reporter then called the recruited information contact, the other side said that the bonus will fluctuate according to the market price of the shoes.

In addition to the operation of part-time staff, most of the "yellow cattle" will also help part-time staff to make reservations.

"In most cases, a part-time worker is provided with identity information.

Because there is a similar purchase process after selecting the size of the appointment software, we need some skills. "

A Taobao shopkeeper revealed.

Reporters later found such part-time information on the Internet.

The other side said, "you need to send us the ID card number and name in advance. We will automatically make an appointment on the software to ensure the success of the reservation."

As for the remuneration of part-time staff, people familiar with the matter said, "it varies from person to person": one is a person who simply doesn't know how to play sports shoes, pays around 200 yuan, and the other is a sneaker who knows a little better. But there is a lack of sales channels, and the successful reward will be as high as 1000 yuan.

"The probability of winning the lottery depends on the quantity of the shoes and the volume of the issue, which are not fixed."

An experienced shoe buyer told reporters that the Yeezy series is generally only 10% of the winning rate.

"Cattle" mentioned shoes, there are specialized channels for sale, but also through WeChat, Taobao and other channels for mass sales, "they mainly sell shoes to us to do so on behalf of the purchase."

For example, the 1899 yuan "white horse", we 4000 yuan from the "cattle" there, to sell 4500 yuan -4600 yuan look.

The shoemaker told reporters that "cattle" will also do retail business according to the market price.

In other words, the price of 1899 yuan "white horse", "yellow cattle" sold to buy shoes business earn about 2000 yuan / double, their retail can earn about 2500 yuan / double.

The shoe salesman told reporters.

The price usually refers to the pre-sale price of all the major stores in Taobao before the sale.

"A pair of shoes with a pre-sale volume of 50+ is a big shop."

The official website of the brand and some public numbers will be immediately announced.

The information on the sale of the shoe will inform the fans to prepare for the rush.

These big stores on Taobao will make advance sale, and the price they set is usually the market price of these shoes.

Reporters in a fan of nearly 2 million Taobao sporting goods store saw, "white horse" pre-sale price of 4599-9999 yuan, the specific price depends on different shoe sizes, basically 5000 yuan up and down, the sale of shoes 170.

"Because of the two sale, the market price of" white spot horse "dropped from 10 thousand yuan to four thousand or five thousand yuan.

The shoemaker introduced another factor affecting the market price change, that is, the frequency of the sale of shoes. This is the second time since the advent of the "white spot horse". The volume of the goods has increased and the market price has dropped.

Who fry the shoes?

In fact, whenever the "net red" shoes are on sale, the whole shoe circle will have a stir fry.

Apart from "cattle" and ordinary customers, there are still some retail investors and "traffickers" in this circle.

According to a shoemaker who has bought shoes for 5 years, snapped up retail investors (those who are sold in the lottery) do not wear them and make money by pure chance.

"Many of my clients are retail investors. They have won the lottery, and sometimes they come to ask if I can accept them.

It's also bought for me at the market price, and a pair of "white horse" sells at around 4000 yuan.

People who are known as "mouth dealers" in the shoes circle are different from retail investors.

"They have no goods at all, but there is a Taobao shop that can sell very well."

According to a shopkeeper who owns 40 thousand fans, the Taobao shop of the "dealer" will hang up all the shoes of the new product, the price is slightly higher than the market price, and the shoes source will be obtained from the major cargo groups, so that the sellers in the group can help sell the price at a low price, and the "dealer" will earn the difference in the middle price of the Taobao.

Because retail traders and "dealers" are increasing day by day, the business of purchasing shoe dealers is much worse than before.

A shoemaker said that before the APP reservation was made, the shoe team had a longer front line.

Before that, all the shoes were queued manually, and the store signed the sale at the scene.

A part time team led by "yellow cattle" will arrive at the scene early on the day before the sale. "Generally," the cattle will be queued at 9 and 10 o'clock the night before. Yeezy is basically queuing up all night because the profits are high. "

However, during the artificial queuing period, the team of "yellow cattle" is not so sure.

On the day of the sale, the queues went to the store to pick up the signs, and the store took lots of lottery for those who got the sign. "That means the queuing people may not be able to buy it," Yeezy said.

According to the introduction, during the period of artificial queuing, the wages of queued part-time workers are usually calculated by the hour, 120 yuan per night, and 100 yuan after winning the lottery.

Those who didn't sign the bill also had to pay the queuing fee.

A shoe salesperson who bought experience in 4S said that many "cattle" prefer the current APP reservation compared with the artificial queuing period. After signing the lottery, they only get the money and the cost is lower. But this time, the "technology dealers" cracked the software of shoemaker and the fairness of panic buying was broken.

The incident that happened in the Trade Plaza was actually a vent of the traditional "cattle" dissatisfaction with the technology dealers' software.

More interesting reports, please pay attention to the world clothing shoes and hats net.