Shoe Industry'S New Move: The Price Of Sports Shoes Is Soaring.

Active " Fried shoe family " It gives birth to other industry chains, and shoes can be fry in addition to wearing them.

Last weekend, Xu Zinian, a sleepy sleepy boy, got up early, because this day was the day when Xu Zinian liked the YEEZY BOOST (coconut) Limited shoes. He opened the official WeChat public address of Adidas, and compiled the word "YEEZY Hangzhou" and her ID card number, shoe size and cell phone number in the dialog box, and sent it to the public background at 11 o'clock a.m. in time.

"This activity is first come first served, and the official receipt will be received after the successful appointment. Only then can you really get the qualification to buy shoes in the physical store." This is not Xu Zinian's first time. Robbing shoes "From the sophomore year, he began to sell the shoes to earn the difference. He planned to sell the shoes with the original price of 1899 yuan to WeChat's friends circle after delivery, and sell them at the price of 700 yuan higher than the original price.

With the soaring price of sports shoes, many luxury brands have launched many sports shoes in recent years, and have gained a lot of market share from traditional and professional sports brands. In fact, the current trend of sneakers has also spawned a group of "fried shoes".

That's shoes if you wear them to your feet.

How much profit can fried shoes produce?

In addition to Adidas or Nike long queued fans in the two tier market, many treasure has also flowed, which is more like a brand new industry chain.

Because of the existence of domestic second-hand fishes, transfers and other similar platforms, such as Flight Club, Stadium Goods and StockX, the sale of sneakers has become something that everyone can do.

For Xu Zinian, the main way to collect shoes is to collect shoes from the customers, followed by the shop line, and the official website. Xu Zinian told reporters that he had spent nearly ten thousand yuan from the customer to collect aj1 and off white joint sneakers, and sold at a price of 11000, he admitted: "more and more people just want to make money on it, not to retain it. Sneakers have also become a trading vehicle.

"Often limited shoes and some luxury brand shoes are not only short of customers, but also able to sell high prices." In Xu Zinian's opinion, in recent years, the price of luxury shoes produced by luxury brands is high, but there is no shortage of the market.

At the Gucci counter in Yintai, a 8300 yuan old man's shoes are in short supply. Miss Zhang said, "if you want to buy it now, you need to order at least two months."

In the Balenciaga counters at Hangzhou Tower, the reporters also encountered the same situation. This year, the "socks shoes" of the brand fire are also in the state of being out of stock. "At present, the arrival time of the next batch of shoes is not yet sure. Now there are only a few women's shoes and sizes in the counters."

"It's shoes that wear on the feet." Gym shoes Wu Zhihao, a fan, does not like the resale of the market. "Most of the fans are willing to pay extra money for their favorite sports shoes, and then someone will benefit from it. Now, the taste of sneakers has changed, the price is high and the mood is low. It's all for money and interests, to buy high priced money and then sell to make money, which is no different from the two shoe dealers.

The market for football shoes is mixed.

Avoiding conformity is particularly important.

Chen Ying, a professor at the school of Business Administration of Zhejiang University of Finance and economics, seems to have formed a unique industrial chain from brand to consumer to resale of the third party. And the penetration of fake shoes has also made the market risk of this sneaker mixed up more and more.

"The shoe market is not healthy at all, fried shoes, fake shoes, no shoes." Jiang LAN as a girl is also crazy for shoes, but she increasingly feel that sneakers are really hard to buy, "can stir fry, or because there is a market, many people like it, but it is more and more can not afford to buy the feeling." Jiang Lan also revealed that her friends in Guangzhou told her from time to time that "I have a representative factory, making no difference, really can not see", which made Jiang LAN feel helpless.

Reporters in Taobao platform search keywords coconut shoes, many of which are lower than the original price of the official website of the same shoes are selling well. In a shop called "heifer to the sky", a coconut shoe priced at 369 yuan sells for more than 6000 pieces per month.

Xu Zinian said frankly: "to do this business is actually very risky because it is easy to get fake shoes. I have met several times before, but the other party refused to admit it, so the shoes we had so far could not sell at all. We could only take the losses ourselves.

Also in the circle of friends. Gym shoes Zeng he also recognized this business. "I once met a family who made profits by sending fake shoes abroad and sending them back to the country. Once they accidentally sold their fake shoes, it would be very difficult to continue to do so."

Chen Ying believes that those who queued up all night, bought shop assistants and fired high prices are indeed a direct stimulator of the market for shoes. Under such circumstances, some fans who are unwilling to spend a lot of money will try their best to buy shoes when they are on sale.

In fact, there are many brands that use the psychology of consumers to follow the crowd. When the long queue is sold as a marketing tool, even if there are not many gimmicks of shoes, it can create a welcome scene, so it is particularly important for consumers to establish a correct consumption view and avoid herd. Chen Ying said.