The Limited Sale Of Fried Shoes Makes The Market And Consumers "Very Hurt".

Not long ago, on the official website of Stock X, the biggest shoe business platform in the United States, Lining sold a limited number of sneakers for NBA superstar Wade.

This pair of sneakers, whose original price is only 1000 yuan, has soared to a maximum price of 40 thousand yuan in the second-hand market for nearly 40 times.

Nowadays, no matter in the first tier cities or the two or three tier cities, we can often see queues in front of shops.

Among these people, some are real fans of footwear, and some are directed towards fried shoes, which are commonly known as cattle.

How did the market for fried shoes rise? What is the status of the fried shoes group?

From hobby to business

Now there is a popular saying in the society: the middle-aged people are frying stocks and the young people are frying shoes.

Zhao Bin, 26, is from Nanchang, Jiangxi, studying in California, USA.

He has another identity, shoe dealer.

While studying abroad, he was dealing with sports shoes except for classes.

In the house rented by Zhao Bin in the US, hundreds of hot sneakers are hoarded, most of which are the recently more popular "AJ ONE" and "YEEZY BOOST".

"The sale price of these" AJ ONE green toe "is more than 1000 yuan, and I was snatched up. Because the sale is limited, now the price of second-hand market has reached over 5000 yuan, and it is very good to sell.

Zhao Bin said.

Like many shoe dealers, Zhao Bingang began to be a sports shoe enthusiast. The experience of selling shoes made him discover the "business opportunities" in the trading of shoes.

"The first pair of restricted shoes I bought were" AJ ONE ban ", which was used by Jordan when he was playing basketball and had a collection value.

Later I was in urgent need of money, and I wanted to sell it. I found that the 2600 pairs of sneakers have risen to over 4000 yuan.

Zhao Bin said.

It is the main way for shoe dealers to make money by queuing up for a limited number of shoes and selling them at a high price.

Now, whenever there are new shoes on sale, Zhao Bin will spend ten people on the front line of the shop to rush to buy, including retired old people and students at school.

He also employed two customer service personnel in the country to be responsible for after-sale service.

"A pair of sneakers often earn more than 2000 yuan. When business is good, they can earn about 100000 yuan a month."

He said.

According to the data released by Stock X, Nike's AJ brand accounted for 44% of the sales in the two class market of sports shoes in 2018. Nike brand (excluding AJ) accounted for 26%, Adidas brand accounted for 24%.

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

The "tacit coordination" of merchants and shoe dealers

"Actually shoes are not just a pair of shoes to wear, but they also have history and details behind them. There are stories behind many of my shoes."

Liu Zitao of Beijing said that the people who like to collect sneakers are called "Sneakerhead".

"Sometimes, in order to buy a pair of shoes, we will save money and spend months to save money and stare at the website every day."

Reporters learned that, in addition to the cultural connotation behind the shoes, the emergence of the market has nothing to do with the limited sales and star demonstration effect.

"Sometimes, when the stars are on the program, they can raise 1000 yuan in second days."

Liu Zitao said.

The popularity of domestic fried shoes can be traced back to 2015. During this period, many NBA stars came to China to promote the spread of the culture of sneakers.

In the same year, a APP called "poison" came out. At first it was just a platform for information exchange of shoes, and increased paction function the following year.

At the same time, some entertainment and entertainment programs with hip hop culture have been on the air. The fashion of the stars has made some young people keen on beautiful sneakers.

At the same time, some sports brands have repeatedly made marketing gimmicks, and through limited volume, lottery sales, and other ways to stimulate the market prosperity of the shoe market.

Some people in the industry believe that the reason why sneakers market is so popular should be attributed mainly to the hunger marketing of businesses.

Nike and other shoe manufacturers can more accurately predict the demand for a product in the market, and then control the volume of new products on the market.

In addition, businesses will replenish their shoes after starting some time, converting customers who had hoped to buy but did not buy them into brand sales.

Therefore, the hunger marketing of business has promoted the resale price of the secondary market of shoes, many people have seen "business opportunities", and the "tacit cooperation" between businessmen and shoe dealers has completed the hype of the sports shoes market.

According to Zhao Bin, there are two types of shoemakers: one is to grab shoes through official channels, and to sell retail investors who earn profit spreads in the market; the other is a dealer who controls the market price by sweeping goods and pulling prices.

"The latter need not have feelings for shoes. They need to have a keen judgement of the market."

In the eyes of the makers, the core of the fried shoes is to increase the imbalance between supply and demand.

In this system, sweeping goods is the key.

The 40~45 code and the 36~37.5 code of women's money are known as "gold codes" and are the main objects of the dealer's sweeping.

"The dealer only needs to buy one or two gold yards.

The price increase caused by the shortage of "Gold code" will increase the price of other sizes and control the overall price.

"It's easy to get fake shoes."

Liu Liqi, a 24 year old girl who likes playing basketball, is also keen to purchase and collect basketball shoes.

She often gets up early in the days of opening a reservation for a limited pair of shoes, and sends her identity card number, shoe size and cell phone number to a certain platform.

"This activity is first come first served, and the official receipt will be received after the successful appointment. Only in this way can you really get the qualification to buy shoes in the physical store."

Liu Liqi told reporters that she made an average of 10 appointments last year before winning the 1 ballot.

"If it is not signed, it can only be bought in the secondary market, but the price there is not a hierarchy."

"Now the market for shoes is becoming unhealthy, and the market is somewhat abnormal. Because there are too many fried shoes, many people have lost the initial intention of buying shoes, and shoes have become tools for making profits."

Liu Liqi said angrily, because now she has a lot of fried shoes, she can't buy or buy them for her favorite sneakers.

While the frying shoes are advancing madly, fake shoes are also beginning to appear.

In Xidan, Beijing, who has worked for many years, the shoe shop owner said frankly, "to do this business is actually very risky because it is easy to get fake shoes.

I met several times, but the other person refused to admit it.

Such shoes can't be sold at all. We can only take the losses ourselves.

I once met a family who profiteering by sending fake shoes abroad and sending them back to the country. Once they accidentally sell their fake shoes, it will be very difficult for them to continue. "

Zhao Bin said, at present, there are many trading platforms at home and abroad, such as Nice, turn around, leisure fish and other platforms to collect a little or no fee, but not fidelity.

And platforms like poison and Stock X provide fake service with a 9.5% charge per person.

"This means that the paction cost of the whole pair of shoes is virtually increased by the rate."

According to the data released by poison APP, as of May 7, 2019, there were 15 appraisers on the platform, with a total of more than 16 million 200 thousand appraisers.

Among them, the number of appraisers with high popularity is over 4000 daily.

Identification requires queuing, and the identification time allocated to each pair of shoes is only a few seconds.

The field thinks: "a pair of good limited edition shoes, not like wine, the more the more fragrant.

Because no matter how well preserved, after five or six years, glue and leather will become old and lose the basic functions of wearing, and there will be no real value. "