Platform + Brand Second-Hand Shoe Market Outbreak Led Industry Changes

The source of sports brand has strong control over the supply relationship of this market.

Nowadays, people not only like buying new shoes, but also keen on them.

The old shoes of classic explosions.

Luxury consignment shop The RealReal has sold more than 8 million products in total, so it has a high say in judging brand turnover value.

Recently, TheRealReal released a mid year luxury secondhand report, which points out which brand shoes are most popular among consumers in the first half of 2018.

Interestingly, on the list of brand names on the value of second-hand goods, several well-known sports brands surpassed luxury brands such as Gucci and Hermes.

Among them, Adidas's Yeezy low shoe is the best seller of men's sneakers in almost all the big cities of the United States, and Yeezy series second-hand shoes.

It is still the most popular brand among female consumers, followed by Nike and Gucci.

Adidas's Yeezy shoes are still one of the most sought after sneakers.

The high return rate of second-hand shoes has also led to the sales of luxury shoes launched by luxury brands.

According to TheRealReal's data, consumers are keen to snap up Chanel's high school sports shoes and the Triple S old shoes of the Paris family. They can sell more than $1000.

According to TheRealReal, the second hand value brands of women's shoes are Adidas Yeezy, Nike, Gucci, Hermes, Hunter, LV, Chanel, Golden Goose, Vetements and Christian Louboutin.

Driven by popular culture and sports brands, fashion designer has repeatedly launched limited products. In recent years, second-hand shoe trading has become a hot industry.

According to the Highsnobiety website, the world's second hand

The total amount is about $1 billion, but this figure does not cover all market pactions, and the actual total may be larger than this figure.

With the continuous expansion of the total market volume, the trading platforms and retailers that are active in the market do not meet the current situation of separatist separatists in the industry. They are seeking mergers and financing, hoping to form a large-scale operation and make quick profits when the market volume bursts.

In early 2018, three of the most important trading platforms on the second-hand shoe market were Stadium Goods, Flight Club and GOAT, and made their own choices.

Stadium Goods, a New York based consignment shop, announced that it had received an investment from LVMH group's luxury luxury venture, and the exact number was not disclosed.

On the same day, the other two

Shop Flight Club from New York and GOAT in Losangeles announced that the two sides will soon merge.

Before the merger, a total of $60 million has been jointly acquired, plus the $37 million 600 thousand GOAT previously obtained. The newly established trading platform has already received $97 million 600 thousand in external financing.

A year ago, Stadium Goods also got a $46 million A round of financing.

One more year ago, another important player in the market, StockX, announced that he was working with NBA Cavaliers cavalier, Dan Gilbert, to set up a StockX shoe market in Detroit.

For a time, the market of second-hand shoe shoes, which was originally equal to all forces, suddenly became the three party's confrontation.

This also makes people realize that the scale development of second-hand shoe market seems to have been put on the agenda.

The expansion of the market has made the trading platform see the profit margins brought by the scale development, and the natural attributes of the second-hand shoes trading have strengthened the sense of urgency of the platform.

Sports shoes, the source of second-hand sports shoes, have strong control over the supply relationship of this market.

Matt Powell, a NPD group analyst who has been studying sports brands, analyzed: "the Achilles heel of this industry is that the fate of retailers is not controlled by external forces within the industry.

If the market is flooded with too many new products, then the second-hand trade is bound to be restrained. "

Sports brands need to drive revenue by selling new products with higher interest rates. They also need to create products that flow into the secondary market, boost market demand for brand products and create more product topics.

Take Nike as an example, according to the analysis of Highsnobiety, Nike can accurately calculate the market demand for the product when offering new shoes.

The company can ensure that only a small part of the goods are released to the resale market outside official sales, which accounts for about 4% of the total number of products sold.

This strategy ensures that when Nike's new shoes are sold out, there are still some surplus going to the second-hand market at a fair price, and continuously mobilizing consumers' appetite in the course of circulation.

Sports brands can control the fate of second-hand sports shoes by controlling the supply of sports shoes.

Nike will not increase supply or raise prices in response to the demand for explosive products.

Because providing more new shoes may inhibit consumers' purchase of those 4% products in the secondary market. It is known that second-hand pactions can also give millions of dollars to Nike's revenue every year. Raising prices will give consumers a second thought about whether to buy 96% of the products normally sold.

The Air Jordan used in the secondary shoes market has been in high demand.

In recent years, the fever of Jordan brand shoes has obviously come down.

This has a lot to do with Nike and Jordan brand's introduction of more new and repeated shoes.

A brand like Nike is in a strong position in the relationship with retailers. They can directly affect the retailer's operation by regulating supply, and can also change the original retail network pattern by controlling the quantity and quality of retailers.

Last year, Nike announced an adjustment that will streamline the number of Nike's global retail partners and screen out 40 key partners to continue cooperation, eliminate retailers that are not compatible, and increase Nike's direct business development.

Under such pressure, retailers and trading platforms may be hard to carry onto the brand's thighs, so they need to hug each other to warm up, forming a resultant force against external shocks.

In the future, we may see a monopoly of second-hand shoes "Amazon".