How Can Nike Turn These Popularity Into Mass Market Sales?

According to the world's clothing and shoe net, the latest third quarter data released by StockX, the second hand shoe trading website, showed that the 2017

Dried up Sneakerheads's wallet and resale it.

8 of the 10 most expensive shoes are from Nike.

During this quarter, Nike's joint name and complex shoes were bombed all over the market, and the market was highly publicized. The shoes that were concerned only were the joint names of Vapormax and Edison Chan Clot; the joint names of Air Max 97 and Undefeated, Skepta and SWAROVSKI; the sale of automatic shoe lace shoes Nike Hyperadapt 1; Nike SB and the global sale of Nike on official website.

Of course, we all know the The Ten of Nike and Off White.

The Ten these ten pairs of shoes have been highly concerned by the market since they came out. Whether they are shoe fans or ordinary consumers, the reason is that they are "really good looking" rather than any detail related to Michael Jordan's basketball personal history, as Off-Whilte's principal person.

Virgil Abloh is also because the series has recently won the thirty-first annual Achievement Awards Award for shoes.

For fans of Nike, many people have been waiting for this moment for a long time.

Nike x Off-White "The Ten"

It can be seen that although The Ten has not been fully sold in the resale market, 5 of them are on the top third of the most valuable shoe list in the third quarter.

In the first place, the average selling price of AJ1 is $1985 (about 13129 yuan). If you search for shoes on Taobao, the price will vary from 10999 to 18000 yuan.

This situation has a subtle contrast with the same period last year. In the third quarter of 2016, Adidas fully occupied the list with NMD and Yeezy, declaring itself winning the trend. What happened later proved that they also won the business.

Will the same thing happen to Nike? It may not be so optimistic.

In September, Nike announced its first quarter earnings in fiscal year 2018, which is the lowest quarterly revenue growth in the past 7 years, because the growth rate is too small to be four to five.

From the market share of resale shoes, the 29% share of the third quarter's share is still NMD's Japan Triple Black color matching, while the second Flyknit Trainer is only 15% for black and white, which means that even in the current trend of shoe enthusiasts, most of them still have higher demand for Adidas.

This trend began in the beginning of this year, and Nike gradually took over the quarterly resale shoes list on the basis of its joint launch. However, the highest market share was Yeezy white spot horse, Yeezy pure white color matching, and the third quarter NMD black.

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2017 the most valuable shoe list in the first quarter

A kind of

2017 the most valuable shoe list in the second quarter

In fact, Nike has never lacked strong cooperation resources and marketing tools. For business, what Nike lacks is the explosive products that can really drive the company's performance.

The main concept of The Ten is refactoring, which may become its problem.

In announcing this series just now, the trend media Highsnobiety has made a ranking of these 10 pairs of shoes. The first ranked one is the most classic, Air Jordan 1 which was born 32 years ago. This year, Nike's main basketball shoe new Nike React Hyperdunk is at the end.

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Nike React Hyperdunk 2017

Looking back at the new Yeezy that has not yet been released, the Wave Runner 700 is once again one of the leading leaders in the current trend of daddy shoes. This exaggerated retro shoe model also complements all kinds of shoes that Yeezy has so far released.

Whether it's small white shoes, or simple socks, leather boots, to some extent, every season's Yeezy is doing this, introducing new shoe styles and styles to make boring Adidas fun.

Yeezy Wave Runner 700

Even though the The Ten series, which is regarded as invincible by the media, Virgil Abloh still has no authority to design a shoe that has never been seen in the market, or Nike does not allow him to do so.

Coupled with the introduction of 10 shoes at a stretch, it is difficult for people to figure out which brand of brand is pushing. It is easy to see that the more classic AJ1 has grabbed the new trend.

In any case, the popularity of the current joint venture is a good thing for Nike, but the question is how to turn these popularity into mass market sales.

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