Will It Hurt The Shoes?

The starting point of writing this article is to start with a piece of news.

This news is that Air Jordan 4 Eminem Encore, the super limited joint shoes, may return in 2018 years.

The news came as a surprise to everyone, because the shoes of the first year edition were extremely rare and their own special significance, so the price of the 6 yuan yuan was sold.

Such a pair is called God class.

The shoes must be repeated, and of course you will have many opinions to express.

Most people maintain a point of view: "because the shoes are not easy to preserve and consume properties, so by re enacting this form, consumers will have the opportunity to relive the chance of remembering one time, and let those who do not feel the shoes of the first year have the opportunity to know exactly what shoes are worn up decades ago to ten years ago."

The above view still looks pretty good, but today we would like to think about it again and again. Will it hurt our sneakers?

Some sneakers should not be repeated.

It is the Air Jordan 4 Eminem Encore mentioned at the beginning of the article, which is sold in an unconventional channel, and a very small number of shoes, if it is sold out of the market, is itself harmful to the collectible value of these shoes, and it does not mean that the owners of those years spent an astronomical figure which consumed time and energy that you could not imagine to get the shoes.

According to the world clothing shoes and hats net, the formation of shoes culture is not only an ordinary consumer goods, but also relies on those precious sports shoes to attract people to pay attention to them.

At the beginning, everyone would wonder why the price of a limited pair of shoes would be ten times higher than that of a pair of ordinary shoes.

Is it not a harm if it is only sold as a big commodity?

Is there an example like this?

It is said that we are familiar with last winter's Air Jordan 11 Space Jam color matching.

In fact, if it is only Air Jordan 11, the first year of color matching is also normal, since the beginning of 2009, the end of the year Air Jordan 11, the repetition has become a thing we all know, but this time, the difference between Air Jordan 11 Space Jam is that its heel number has changed from 23 to 45.

We all know that Michael Jordan wore a 45 time on the second comeback.

Therefore, only Jordan himself's PE and a few Sample shoes have version 45 Air Jordan 11, and the normal commercial Air Jordan 11 heels are 23, so the 45 number is an informal sale.

But last year, the heel changed from 23 to 45. For consumers, they thought it was worth it. I only bought a pair of shoes that I could not afford to buy when I spent a pair of ordinary Air Jordan 11.

Fortunately, the value of Air Jordan 11 is relatively high, and some shoes even become a discount item that cannot be sold at the original price.

For example, Air Jordan 7 Pantone and Air Jordan 13 HOF.

Originally two pairs of shoes belong to Air Jordan Pantone 284 Collection and Air Jordan History Of Flight Collection two sets only as a set of sample shoes suit set.

On the Internet sales channels such as Ebay, and so on, the shoes in these two suits can also be bought, because the quantity is scarce, and the price of single and double is also different from thousands of knives.

The meaning of these two shoes is to form part of this series of suits. The shoes, as separate individuals, do not match their colors, and the stories are not attractive enough. Therefore, selling them separately is of course not satisfactory.

Then some people would say that they spent 20 million on a pair of shoes, still care about this money?

I think this is not a matter of money at all. It is the collection value and significance of the shoe itself, and the owner's own unique story and experience.

In other words, he spent so much money on shoes that he must have deeper research and deeper feelings for this shoe. Such a story is part of the shoe culture, rather than buying casual shoes on the shelves easily.

Consumers are unwilling to pay for repeated cuts in bad faith.

As I said at the beginning, because of the attrition and uneasy preservation of shoes, after wearing a pair of shoes, maybe after some years, I still want to buy a pair of shoes to regain my memory.

So from this perspective, repetition is also satisfying the needs of consumers.

At this time, it is necessary to consider the reduction degree of the manufacturer's shoes.

If the repetition is not sincere enough, the expectant consumers will also feel disappointed.

Because unlike the limited number of sneakers that we talked about before, the first demand of ordinary consumers to buy them is to buy them back, so the match has always been criticized by consumers.

For example, Adidas T Mac 3 basketball shoes, cancelled the first year's inner boots.

When you switch to this compound, the wear experience is a lot worse, like Qustion 1, and some people say that the midsole part of the hive cushion will be just a cross section of the decoration.

There are also similar Air Jordan 15 so that the cancellation of the front air cushion things also let consumers complain repeatedly.

There are many reasons for such a result, such as too long a long time to die in the first year of production, for example, the cost of production is limited (like Air Force 135th anniversary activities, Edison Chan talked about next year's white AF1 CLOT is also because the cost is too high, so it can not restore the pparent bottom of the year); for example, the brand changes in the positioning of shoes, no longer positioned as professional sports shoes, but life casual shoes.

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Apart from the uncomfortably simple to make consumers uncomfortable, there are strange colors that make consumers feel puzzled.

Because the story of the first year's shoes and the color matching made a deep impression on the consumers, the brand tried to get some new color matching at the time of re engraving, which exceeded the acceptable range of consumers, and the result was no one on the shelf.

Repeated rhythm is too frequent, excessive consumption of the product itself value.

No matter what happens, you should pay attention to one degree. If you do something that is not enough, you will get beyond the bottom line, and the final result is beyond your control.

If the product is repeated too frequently, it will be beyond the scope of the consumer.

In my impression, around 2011, maybe every month will pay attention to the Air Jordan shoes, which are almost two or three pairs. The shoes that can not be bought can be kept at a frequency of one month, but in recent years, the quantity and frequency are gradually becoming more and more. The purchasing power of the consumers is destroyed by this rhythm first. Even if you look at these shoes now, it's not bad, but there are more things you want to buy, so this will lead to sneakers of sneakers.

What should be done is a reasonable rhythm? Also on the Air Jordan 11, although Air Jordan 11 is a very popular sneakers, but Jordan is only kept in the rhythm of one year's time, and only in December.

This will enable consumers to form a fixed consumption habit, and even give them some expectation for the coming year.

Another brand, New Balance, tightens the control of a pair of shoes, that is, M1300 OG.

The repetition period of these shoes is maintained for five years.

Such a practice not only allows consumers to have enough time to digest and understand products, but also sets them on a very high tonality.

Even if you are a consumer who doesn't know enough about New Balance, when you know that a pair of shoes can buy a pair of shoes every 5 years, you feel the shoes are cool.

Does it only reflect the weakness of new product development?

It is not only to meet consumers' needs, but also to replenish the market and increase the time for new product development.

But if we see that a brand can only be repeated and there are not enough new products to come out, then even if your foundation is deep, it will never be inexhaustible.

The proportion of products being re engraving exceeds the proportion of new products. Does this mean that the company lacks motivation in the development of new products?

If we think about this problem from a larger level, the whole society is too fast now, so you receive overload information in a short time, which makes it impossible for you to digest it all.

This overload information is the same for everyone in the society, including brands, designers and so on.

How to create more things in a shorter time is a problem in itself.

So ten years ago or even fifteen years ago, we would focus on the shoes themselves, but now we have no time to look carefully at how each pair of shoes is designed. What special story does it have? As long as a label, a keyword can be defined.

Different marketing strategies are changing. They need to know more about these shoes in a short time. If there is no topic, they need to create various attractive topics.

This short and fast way to create new shoes cycle has been gradually compressed, the topic is greater than the product itself, shoes can not be done, is it only possible to replenish the market with ready-made products.

So is this repetition really damaging to sneakers? I felt hurt from the beginning, but I couldn't simply use the word "hurt" to generalize the whole thing.

Cutting itself is also meeting the needs of the market and consumers. When the brand makes a new product, it will take time to plan and organize, so as to ensure that the right shoes are brought to the consumers at the right time.

But to put the repetition in some specific circumstances, like the Air Jordan 4 Eninem and the Air Zoom Generation SVSM recently announced, I think the repetition of the act not only hurts the shoe itself, but also damages the image of the brand in the minds of consumers.

These shoes may be repeated in 2018, but I should not buy them.

According to the latest news, Air Jordan 4 Eminem Encore only engrave 23 pairs, and only sells a pair of US12 codes on the STOCKX website through charity auction.

You only need 10 dollars to take part in the online lottery. If you are interested, you can try your luck.

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