How To Make Money For The Shoe Toe? Even Wang Sicong Had Pushed App.

Who has limited edition?

It is no longer a novelty to find people to queue up for a limited number of shoes and sell them at a high price.

Generally speaking, most of the shoes that are snapped up are related to fashion trends. Some celebrities endorse or share with TV shows, because the aura of celebrities is concerned and imitated by young people.

Limited sports shoes are often the focus of hype, such as AirJordan's shoes, Reebok, Adidas and other limited shoes, which are caused by queuing rush.

According to the data released by StockX, the largest footwear business platform in the United States, Nike's AJ brand accounted for 44% of the total sales of the two class shoes in 2018. Nike brand (excluding AJ) accounted for 26%, Adidas brand accounted for 24%, and the rest of the brand sold the remaining 6%.

Compared to the two tier market price, AJ, Nike and Adidas three brands premium 59%, 58%, 25% respectively.

Among them, in 2018, the top three sales of 3 shoes AJONE, Adidas Yeezy and AJ THREE were 99%, 30% and 31% respectively.

Grand View ResearchInc, a leading research firm, said that by the year 2025, the global market for sports shoes had reached US $95 billion 140 million.

Most of the sales will come from the brand with athlete endorsement.

The main buyers of these "cool" elements are young people.

BusinessInsider, the famous American Business Journal, reported that the scale of the two tier market should be around 1 billion dollars.

Time finance inquiry, on the official website of Stock X, the limited edition sports shoes are normally priced at between $190-240, and the price of StockX is between $1695-6118.

Lining recently released a limited number of sneakers for his NBA superstar Wade.

The price of the sneakers with a price of only 1000 yuan has skyrocketed to 40 thousand yuan at the time of second-hand resale market, up 40 times.

Zhang Yu, a student from a university in Taiwan, China, told time finance that in Taipei, a pair of Jordan shoes would also attract more than 500 people to line up, but less than 2 of what they really want to buy.

Some retired elderly people are queued up to grab shoes, increase the chances of winning the lottery, and sell them at a high price. The spread can range from thousands to tens of thousands of Taiwan dollars.

Why is it so hot?

The market for fried shoes is so popular that we can not help asking, what is the driving force? What is the hunger marketing strategy of manufacturers?

In most cases, Nike controls the volume of new products on the market.

They can also predict more accurately the demand of consumers in a product market.

Outside official sales, only a small part of the goods are released to the resale market. According to Campless data, this proportion accounts for 4%.

After inflow and resale, these goods can still be snapped up quickly.

This hunger marketing can make sneakers enthusiasts pay more attention to Nike or Jordan brand, making their products a hot topic of everyday tracking for hobbyists.

Another way to stimulate consumption is to replenish goods and replenish them in the first few months after the first sale, which can convert the customers who had hoped to buy but did not buy them into brand sales.

For the first time, people who have missed the opportunity to buy, and some hesitant consumers join the buying force to further help brands increase sales.

It is precisely because of the hunger marketing of manufacturers, pushing up the resale price of secondary market for sports shoes.

Under the temptation of huge profits, many speculators, commonly known as "shoe heads", have found business opportunities -- the tacit cooperation between manufacturers and toads, and completed the hype of the sports shoes market.

First financial news recently reported that a AJ (AirJordan) joint shoe will be on sale in Kunming.

After a long queue of 24 hours, Lin ate 21 pairs of the total of 26 pairs of shoes in the Kunming market.

The huge rewards came: according to the selling price of 1299 yuan and the market price of 5600 yuan at that time, the Northeast banker earned nearly 4000 yuan in a pair of shoes, with a profit margin of over 210%.

In the US PBSNEWS HOUR report on how to make big money in the sports shoes market, there are about 20000 left and right toe shoes in the United States, and the larger "toe" pactions are in the millions of dollars each year, and the shoe toe Mark stores 3600 pairs of limited shoes. He confessed that his shoes were mainly obtained from friends. Big manufacturers such as Nike will also give him free limited edition sports shoes because he put his shoes on the social platform, which is the best brand advertisement. He himself has more than 150 thousand fans on the Ins, these people will follow his choice and taste.

On the two level market, time finance inquires into Forbes's "sneaker market with huge profits".

Reported that in the United States, at the very beginning, eBay and CraigsList were primary markets. Due to the legality and safety of shoes, the existence of entrustment stores such as Flight Club, Sole Stage, and Stadium Goods, including mobile phone app and websites, such as GOAT, Facebook, and Flight, were spawned.

The most representative Stock X is an innovation driven website. As a bridge between buyers and sellers, buyers can compete for limited edition sports shoes on this website.

They have a team to help identify the authenticity of shoes.

The main way for Stock X to make profits is to collect commissions between buyers and sellers, which is also a legitimate trading company.

In the official website, time finance query to StockX, in addition to the 8&-9.5% Commission, the seller also charges 3% of the process fee, compared with the domestic two class shoes market App platform to charge about 9.5% Commission, the StockX rate is still a little higher.

In addition to manufacturers and middlemen, it is also related to the popularity of young consumers.

PBS reports, from a consumer perspective, the driving force of the two tier market is the loyalty of young people to brands, identity symbols, aesthetic appreciation and so on.

AirJordan is a symbol of identity in the United States. Even in the American campus, there is a saying that Ferrari does not wear a pair of AirJordan to attract girls' attention.

Alice, an American student at bingda University, told time finance that limited edition sports shoes were "the art of dress".

Derivative problems

In 2018, all kinds of domestic shoe websites and App emerged in an endless stream. But is the market really healthy?

Nike has been forced to rectify its own marketing sites under market pressure, such as prohibiting frequent clicks, raising liquidated damages and so on.

The Nice platform announced in November last year that they have reorganized the trading platform.

For example, during the order process, users are not allowed to click on the inventory of malicious locks frequently, resulting in a sudden high market price; raising the penalty for the buyer's malicious cancellation, so as to combat the market price of a lot of products after being photographed quickly, and then cancel the paction in bulk if it is not pulled up.

"Speculation becomes more malevolent, which will destroy the healthy shoes market."

Nice platform said.

Li Tian, a rich student of two generations in a university in Beijing, has always said that in addition to malicious speculation, some people have seen huge profits in the middle, and the simplest one is the spread of fake shoes.

According to the Securities Daily, some netizens complained that the shoes purchased from the poison app platform on Wang Sicong platform were found to be fake, and some netizens told the newspaper reporters that poison APP had given their own 300 yuan sealing fee in order to reduce the negative impact.

In addition, buying shoes has caused violent incidents both at home and abroad. According to statistics, about 1200 of Jordan's shoes are killed every year because of panic buying.

In 2016, the Central News Agency of Taiwan reported that, due to the sale of NMD limited shoes sold at the price of NT $5290, Adidas was injured by 4 people and 5 people under the crowd of queues.

By the end of 2018, according to Xiaoxiang Morning News, more than 500 people queued up in the rain shopping mall in Furong District of Changsha to catch up with the limited edition AJ. A man jumped the queue and caused dissatisfaction among the queuing people. Eventually, the IFS turned into a brawl from the quarrel.

We can see from the video taken by netizens that the queuing people waved their fist to the queue jumpers and forced them into the corner, and the men's hats were knocked off.

Further thinking, although Nike and other brands have started online buying, and even came into being related to panic buying software, but still can not stop consumers from going to the store's enthusiasm. Behind all kinds of tragedies, brand stores still have not changed the traditional way of selling their stores. What is the reason? Taiwan Central News Agency also said that consumers reflected that Adidas did not issue numbers on the first floor gate, but upstairs could get the number plate before buying, resulting in disorder of order.

Mr. Zhang, a fashion shop in Taigu, Sanlitun, Beijing, is also a member of "shoe toe". He told time finance that some shoes were too hyped.

In fact, many so-called limited shoes are sold on foreign shelves. If you encounter shoes you like, you don't have to rush to start selling them.

Money can be exchanged for time, and it will be much cheaper after a period of time.

Alex, founder of Nice, a shoe trading platform, has said that the limited number of shoes is originally a scarce product, and all kinds of emergencies are normal.

Even Wang Sicong himself obtained a about one million forwarding and 740 thousand commentary for a shoe App platform and the lottery information released on the social network, but is the market really rational enough?