After Buying 30 Pairs Of AJ Coconut Shoes In 4 Years, He Found This 100 Billion Market.

Shortly after the end of the Sneaker Con ShangHai Railway Station (the world's largest sneaker show) enough to Sneakerhead people (love sneakers Culture) excited.

Most people at the scene have at least ten pairs of sneakers.

A pair of AJ, a pair of coconut, or a pair of UltraBOOST can become a communication symbol between Sneakerhead. It's fun to chat for three days and three nights.

Zheng Xiaohui is probably such a person.

After spending half a month's salary on the first two AJ1 in 2015, he bought not less than 30 pairs of limited edition sports shoes in 4 years, which cost as high as 50 thousand yuan.

He was also surprised to find another business in the shoe pits, that is, shoe care.

From the bottom of the shoe sole to the sterilization spray, shoe box and waterproof spray, the market for sports shoes has also brought the market for sports shoes.

Despite the emergence of shoes and predators such as Crep Protect and Jason Markk in the international market, it is not too early for Zheng Xiaohui to enter, but it is not too late.

There are millions of goods in the warehouse, enough shops to sell for a year. Zheng Xiaohui, 25, is confident that this year's sales will reach tens of millions of magnitude. He will be excited by the coming 618 big push.

4 years bought 30 pairs of limited edition AJ, coconut.

If Zheng Xiaohui was born in 1994, if he didn't open the Taobao store, he might be the difficult kid in his father's eyes.

Zheng Xiaohui is a native of Quzhou. He has been doing daily chemical business at home, has experience in producing detergent, and is a supplier of raw materials for many brands.

After graduating from junior high school, Zheng Xiaohui did not continue his studies, but chose to enter the society.

When he was 17 years old, he worked as a police officer in Quzhou on the basis of his family relationship. He was dismissed after being found unemployed, and then he went to the daily store to become an apprentice, but he did not insist on it.

The turning point of life is to come to Wenzhou as the top five brand of men's shoes in 2015 to serve as a customer service provider. From customer service, art to operation, Zheng Xiaohui gradually found his own rhythm.

It's also in shoe companies. He learned about AJ shoes. At that time, Zheng Xiaohui was deeply attracted by a pair of AJ1 Celts. He found a shoe vendor in Taobao and spent more than 1000 yuan on shoes. This was his half month salary.

AJ entered the sea as deep as possible, followed by coconut.

In Zheng Xiaohui's shoe cabinet, you can see many hard to buy shoes, such as coconut zebra, coconut sesame, etc., he even exaggerated to Acronym and Nike's zipper running shoes all the money has been bought all over, only because of good color matching.

There are some "models" stacked in the office.

"I have about more than 30 pairs of shoes now, forty thousand or fifty thousand of them."

When buying, selling, and meeting unfit shoes, Zheng Xiaohui washed with his own cleaning agent, and then hung up the fish to sell. He could even earn a small sum.

Of course, these 30 pairs of shoes also become the "model" of his business in the future.

Buying more, naturally with many Taobao shoe vendors also familiar with the development, from the sale of relations to friends, one day, shoes vendors want Zheng Xiaohui to customize a batch of detergent in the shop to sell, he took orders, did not expect shoe dealers to sell detergent in one year on the annual number of tens of thousands, the proceeds are far oversold shoes.

This is a business opportunity. Why don't you do it for others?

Zheng Xiaohui also resigned from his job and joined hands with his father to break into the shoe care market.

Sell wild horse business

In the Shuanghe Industrial Park, which is 4 kilometers away from Yuyao north station, we met Zheng Xiaohui.

Because his sister married to Yuyao, he followed her all the way.

Dozens of square meters of offices are stacked with shoes, boxes, cleaners and other products. The 1/4 corners are also designated as children's playgrounds.

As for why the brand was named SURPURE, he could not say.

I just remember that when Zheng Xiaohui spent 300 yuan in Taobao asking for an English name, he chose SURPURE in a pile of English.

Bactericidal spray, shoe box, shoe film, waterproof spray...

In 2016, almost all product development was carried out at the same time, but the most difficult thing was a water-borne spray that had been aborted.

At that time, there had been many brands in the market that were built by waterproof spray, and it was understood that supbro could sell tens of millions of products annually through a single product.

Zheng Xiaohui also decided to go all out and put in 20-30 yuan in the development and production of the waterproof spray. He sold the wild horse at that time and drove to and from the electric car.

However, because the raw materials are not adjusted well, the products after shipment are not ideal, which can prevent rain but not completely waterproof. The market does not pay the bill, but also overstock a lot of stock. Even during the development period, other product lines are put aside.

Faced with strategic mistakes, Zheng Xiaohui quickly contracted product lines, developed better adhesive films, bactericidal spray and other products.

In order to give users a more intuitive sense of product effectiveness, Zheng Xiaohui did some small experiments, one of which was used to verify that SURPURE's bactericidal spray was effective enough.

He took out two boxes of Petri dishes from the fridge behind him, containing 7 quarters of a toast.

A rotten evil mark, fresh and intact.

This entity test is more convincing than the reports of other brands buying tester.

Toast experiment in Petri dishes

At the same time, user feedback is also the best brand endorsement.

Sole film is the best selling product at this stage.

In October last year, a buyer bought stickers on his coconut 350 soles. Up to now, the shoes had not been peeling off, and the soles were not damaged. They had ripped the sole film and even sold them at the original price.

Of course, the shoe soles are door technology, and 20% of the buyers will send their shoes to Zheng Xiaohui to paste. He remembers that he has put 20 thousand pairs of sneakers on the film.

Sports shoes Market

There was a popular conversation on micro-blog. "Can I step on your AJ and kiss you?"

"You can step on me and kiss AJ."

The average price is 1000 yuan. Some joint names and even tens of thousands of AJ and coconut deserve to be "more tender".

Therefore, under the economy of sports shoes, the market for sports shoes and shoes has emerged as the times require.

According to a new report released by Grand View Research, the global sports shoe market is expected to exceed US $95 billion by 2025.

The scale of nearly 100 billion market has also attracted more people to watch this fat meat.

Jason Markk from the United States and Crep Protect from the UK have long been eyeing this market. In 2018, Jason Markk became the second brand of Amazon footwear protection tool in the United States. At present, it has entered the Chinese market through the mode of domestic agents.

Whether in product performance or design packaging, Zheng Xiaohui has been benchmarking these two international brands.

The capacity of Crep Protect bactericidal spray is 4oz, which is equivalent to the 118 ml capacity known to the Chinese people. The bactericidal spray of SURPURE has also been designed for the same capacity before being listed. Zheng Xiaohui seems that if entering the international market, these details will affect the user's decision.

The competition in the sports shoes market is becoming more and more intense. In view of the domestic market, there are many brand names, such as elephant shoes, which are under the market. In 2015, they became the designated NIKE service providers, and opened chain stores in 20 cities across the country.

Another example is the online brand Circle Clean, one of their nursing sets has sold 150 thousand sets in the country, attracting a large number of sports shoes lovers.

Since last year's on-line product, Zheng Xiaohui spent half a year preparing for the two generation of products.

He tested almost every day: the angle of the spray nozzle of the bactericidal spray, the anti dropping index of the shoe box, the label of the bottle body and so on.

Late in the night of May 19th, Zheng Xiaohui sent a circle of friends to preheat the new product line. This time, he prepared a product for a full year, and confidently thought that it would not be a problem to sell it every year.

He was satisfied with his work. The only regrettable was that he didn't stick to his studies. Next, he planned to return to the campus and pick up the textbook.

Author: Ding Jiezhang Yu Liang