Behind The Sky Shoe, Who Is Consuming The Purchasing Power Of Straight Men?

At 6 in the morning, Chen Yong appeared on the Adidas store in Sanlitun, Beijing. At 10 a.m. on June 15th, Adidas will sell a grey Yeezy (coconut shoe) 700 "Tephra" sneakers. In order to get these shoes successfully, Chen Yong needs to queue up for 4 hours in advance.

For most Sneakerhead players, it is not a complete life for players not to play volleyball teams, but for Chen Yong, this is just one of his many generations. According to the algorithm of 50 yuan per hour, Chen Yonghui finally received 200 yuan reward. Chen Yong used to be a takeaway distributor, and 200 yuan was his whole day's income. Now, Chen Yong has become a two dealer, doing all kinds of online red shop queuing or purchasing business, and his income is composed of numerous "200 yuan".

In the era of "middle-aged people playing stocks and young people playing with shoes", Chen Yong's figure can be seen on every spot where the limited number of shoes is available. It's not hard for a sports shoe enthusiast to spend money on sneakers, but there are different answers in the eyes of every hobbyist. Under such circumstances, the domestic shoe market has developed an increasingly mature industrial chain.

　　 brand Fang's "routine"

As a well deserved star product, the coconut shoe is not a popular product.

In 2009, rap singer Kanye West Kanye West first cooperated with Nike to launch the Air Yeezy series. Gym shoes Nike Air Yeezy 1. Air Yeezy 1 has 3 different colors, each priced at 225 US dollars (about 1500 yuan) and sold 3000 pairs in a limited manner. Behind the seemingly low selling price, both the "endorsement" and the limited offer were sold out. Soon, Air Yeezy 1 was sold out. Today, in the two tier market, the price of Nike Air Yeezy 1 exceeds 10 thousand yuan. In 2012, the sale of Nike Air Yeezy 2, the original price of 1999 yuan of shoes, now sells for 100 thousand yuan.

In 2014, Mr. Kan took Yeezy to the embrace of Adidas, playing the starvation of starvation marketing and star effect. The first sale of Yeezy Boost 350 and Yeezy Boost 750 series is officially priced at 350 US dollars (about 2400 yuan), and the global limit is 9000 pairs, and the Chinese district only has less than 20 pairs. Before the sale, Mr. Kan took his wife Kim Kardashian out of the street wearing coconut coconut many times, earning enough eyeballs. In China, new coconut figures can be seen on the feet of many stars such as Shawn Yue, Wu Yifan and Eason Chan.

Yeezy's latest rush to buy was in June 7th. At 10 a.m., pure black Yeezy Boost 350 V2 "Black" sneakers were on sale. This sneaker has another name: black angel. Users who want to buy "black angel" need to follow the WeChat public number reservation queuing code, store queues, first come first served purchase rules.

The day before the sale, there were many posts asking for queuing. Some netizens said they saw someone holding a sleeping bag at the gate of Adidas store in Shanghai dream dragon shopping center at 10 pm on 6. Some netizens say that they are queuing up at the Suzhou Olympic store at 8:30 in the evening, and the number is 108. On the second day, the shoe was collected at 12 noon, and the netizen had a queue for 15 hours.

In the eyes of many shoe lovers, the only Air Jordan series comparable to the Yeezy series is Nike. In 1985, Nike launched the first pair of basketball shoes named Air Jordan 1, named after basketball player Michael Jordan. Jordan himself gave the legendary achievements in basketball career. AJ It is an indispensable position in the shoe culture. Nike, who is good at marketing, has repeatedly carved classics after Jordan retired, and made the Jordan brand a collection.

In September 2017, Air Jordan launched and fashion Brand OFF-WHITE joint sneakers OFF-WHITE x Air Jordan 1, the price is 1499 yuan. At that time, the pill enthusiasts did not rush to buy the pills, but only looked at the shoes. Subsequently, a friend bought a AJ1 of white black and red from the secondary market at a price of 12000 yuan.

In the eyes of a pill, a friend is an ordinary student who is not rich. But wearing AJ1 to play basketball still made the pill a little shocked. 10 months later, the pill bought a AJ1 of white black and red from a friend at a price of 5000 yuan. Now, in the secondary market, the price of the same sneakers on the secondary market has risen to 70000 yuan.

Limited sales, re engraving classics, joint names, businesses do not even bother to come up with new "routines" to easily empty their lovers' purses. The same way of sales has even expanded to other sports shoes brands. Recently, Lining recently released a limited edition of special edition shoes for NBA superstar Wade, whose original price was only 1000 yuan, and now the price has risen to 40000 yuan.

I am studying postgraduate and ball at University of Queensland. footwear According to Zoom GUI, a new media writer, there are two main points in the limited number of shoes: try and stimulate the market. Zoom GUI explains that when a new product or design style just comes out, the brand side will usually produce a small quantity of products, which can relieve the pressure of inventory and understand the market's response to the new design.

If the design of this kind of sneakers has been accepted by the public, the style is quite mature, but it is difficult for consumers to see the need for consumption because of the appearance of a pair of shoes. In this case, the limited amount of money can raise the whole market "one tier".

Zoom GUI said: "originally we just sold shoes, but in the hunger marketing, we treat the general shoes as a substitute for the limited sports shoes to meet some consumers who can not buy limited sports shoes, which is actually stimulating the consumption desire of the whole market from another aspect."

In other words, there is no limit to the amount of money, consumers are generally difficult to purchase enthusiasm for ordinary sports shoes. And when you can't buy a limited amount of money, ordinary money becomes an alternative.

The game of retail investors and dealers

At 9:30, college student Guo Yu joined the queue. Guo Yu is not a pure sports shoe enthusiast. His main purpose of buying shoes is to sell shoes. In the circle of shoes, players who sell shoes through official channels like Guo Yu and sell players who earn the difference in the market are called retail investors. Through a large number of goods sweeping, pulling prices and other means of market players around the market price is called the dealer.

In 2018, Guo Yu got the qualification to buy Air Jordan1 black purple toe by drawing lots. As soon as he changed hands and made 3000 yuan, Guo Yu began to sell his sneakers. Subsequently, Guo Yu also smoked two pairs of Travis Scott (Travis Scott) and Air Jordan cooperation, commonly known as "barbed" sports shoes. The so-called "hook one anti, bankrupt", the original price of 1299 yuan of sneakers, less than a month after the sale, the price rose to 8000 yuan.

At the beginning of March 2019, in order to queue up for Yeezy350 Asian limited color matching edition, Guo Yu queued for 3 hours in advance to Adidas Wangfujing store. About 500 meters long Wangfujing pedestrian street, lined up people are full of 2/3 of the streets. "7 more Wangfujing, it's really cold." Guo Yu had a lingering fear. In the end, Guo Yu bought Yeezy350 as he wished, but this time, he chose to leave his shoes for himself. "A few pairs of shoes are my dreams, too." Guo Yu did not disclose how much money he had made by selling his sneakers, but he said that his income could at least maintain his daily life expenses since he went to college.

In the face of limited number of shoes, the dealer has no such feelings as Guo Yu. For them, the core of the fried shoes is to increase the imbalance between supply and demand. According to "First Financial Daily" reported, Zhuang Jiahui through a large number of goods, pulling prices and other ways to control the market price.

After the listing of the limited number of sneakers, the dealer will sweep up the gold code in large quantities, that is, the 40-45 yards of male money and the 36-37.5 shoes of women's shoes. "The price increase caused by the shortage of gold code will pull other sizes, so as to control the overall price." When a large number of goods are monopolized by the dealer, and there is no new increment in the market, the control of the price is in the hands of the dealer.

According to the Beijing News, people in the industry said they had seen a banker's bill, which amounted to 1 million 100 thousand yuan a month. Some people rely on selling sports shoes, and earned nearly 300 thousand yuan in two years.

"You want to buy a limited edition lipstick, you can buy it on Taobao, but the shoe brand only sells specific styles in specific channels. The lack of product channels, long queues after the release of new shoes, makes it almost impossible for players to buy sneakers at the original price in the primary market. Insiders said in an interview with the media.

This time, instead of making money by grey Yeezy 700, Guo Yu paid more attention to the points he bought, which could help him get the identity of Adidas gold and then have a new purchase channel. According to the amount of consumption, Adidas can be a member of Adidas gold in the designated online channels, adiCLUB retail outlets or adiCLUB outlets and discount stores. The total amount actually paid is 8000 yuan.

In addition to the 200 yuan voucher, Kim Zun members will also be eligible to buy part of the limited products. Compared with the ordinary limited amount, only Jin Zun members have the purchase of qualified shoes, a smaller number, more restrictions on buyers, the price will be higher in the two tier market.

In June 7th, a pair of coconut shoes, called "sky stars", was selected by SMS registration. A small number of golden members were invited to register at Adidas flagship store in Shanghai to purchase shoes. The mode of SMS registration not only means that the "sky star" directly closes the selling channels to ordinary consumers, but also means that this kind of shoes will become the limit in the limit. A day later, the price in the two tier market showed the value of "sky star" as the "super limit": the price of the original shoes of 1899 yuan, the price of the popular size has reached 17000 yuan, and the price has increased by nearly 10 times.

Chen Heda, general manager of Sole What in Malaysia multi brand shoe shop, and managing two Adidas authorized brand stores, seems to have grown too fast in the domestic sports shoes market, coupled with the market's enthusiasm for speculation, resulting in many hot money entering the market of sports shoes. Reselling shoes has huge profits. In this case, the whole industry has attracted more and more people to join. "Who are the real fans of sports shoes? Like a sea of surging waves, how can you know who is swimming naked?

Grand View Research, the US market research firm, predicts that the global market for sports shoes will exceed $95 billion by 2025. According to the data released by Stock X, the largest footwear business platform in the US, Nike's Air Jordan brand accounted for 44% of Nike's secondary market share in 2018, while Nike brand (excluding Air Jordan) accounted for 26% and Adidas's brand accounted for 24%. Compared with the selling price, the second-hand price of the three brands of Air Jordan, Nike and Adidas are 59%, 58% and 25% premium respectively.

It's hard for lovers to break through.

In the market of sports shoes, sports brands have the absolute right to speak, the makers eat meat, and the retail people drink soup. The people who are queued up are the bottom end: they work with the least money and do the most exhausting work. In the end, all the additional cost will be paid by the hobbyists.

In the field of shoes sales, who is the real fans of shoes, from the appearance can have a simple distinction. Young people, such as tide brands, foot brand sports shoes, especially those with limited amount of sports shoes, are generally lovers. If there are young people in the team wearing running errands, clothes, bright middle-aged aunt and uncle with a bench, they are usually hired by shoe dealers.

This distinction also applies to people queuing at the gate of Madness. At the door of the shop, dozens of 60 year old, grey haired old men sat on the pony, and the 351 piled together to play cards. Most of the elderly wore loose thin thin coats with a thermos cup on their hands. Not far away, young men in short sleeved shorts were standing on the wall in a crooked way, even sitting directly on the ground. As a fashionable trendy card that is popular among young people, no one will think that these elderly people will be the target users of Madness.

Near the 9 point, Madness clerks began to pull out the isolation belt at the door to guide the crowd to change the direction of the team. The two middle-aged men in the Northeast accent saw the old man waved at the old poker player. The old men quickly gathered up the things on the ground and turned to join the queue. The end of the team caused a brief disturbance. Everyone knows that the elderly are queuing up by two middle-aged men.

In order to deal with fried shoe players, all sports brands have introduced strict measures to restrict purchase. Under normal circumstances, online designated channels and offline brand outlets, an ID card number can only buy a pair of designated sneakers. But for the brand shop directly under the restriction, the 18 year old college student or the 60 year old retired aunt is not the same.

In some brand authorized stores, the situation is somewhat different. In order to deal with the dealers of fried shoes, the shopkeepers came up with a lot of additional restrictions, such as when they buy shoes, they must wear the same brand shoes, the way of sale, the number of queues at the scene, and then draw lots.

At 12 noon, Guo Yu, who bought Yeezy700 in Sanlitun, switched to a new "battlefield" and turned to a shop specializing in the sale of limited edition sports shoes at the Workers Stadium. The store will be on sale at 1 p.m. in Amsterdam. street Brand Patta and Air Jordan sneakers Patta xAir Jordan 7.

According to the shop requirements, in order to prevent jumping the queue, the staff will take photos of all the queuing customers in groups of 5 persons before the selling time. The staff will issue autograph according to the order of customers in the photos, and the staff shall not have the right to sign without the customers in the photo. At the same time, in order to reduce the fry price, customers who need to draw lots need to wear Nike brand shoes. Those who change their shoes on the spot have once been found to cancel their qualification.

Unlike the queues at the front of the brand store, almost all the young people who participated in the lottery were young people. Quite a few people are wearing T-shirts that have been snapped up by UNIQLO and artist KAWS jointly for some time. In the eyes of many people, the price of sneakers on foot is over 10 thousand yuan. "This is the offline meeting of senior footwear friends." Guo Yu said jokingly.

After Guo Yu took the queuing code, he still had a few minutes away from the lottery. Several people went to the small park opposite to enjoy the cool. There are more than ten young people sitting on the bench in the small park. They do not know what to talk about. It sounds very lively. A few minutes later, a middle-aged man who dragged 24 inches of suitcase came to the crowd. The trunk was opened with Nike shoes. Young people changed into Nike's sneakers and then rushed into the queue.

All the criteria for judging dealers and enthusiasts by appearances are unworkable in the hands of experienced shoe players.

Second hand trading platform business

At half past one in the afternoon, all the people in the queue got a number card, and the store will draw the final purchaser by drawing lots. According to the situation of issuing the number cards at the scene, about 800 people took part in the queuing lots, and the number of successful respondents was less than 50. Among them, there are still a few people who buy only the qualifications of the surrounding products, and less than 20 players can actually buy them. Guo Yu, who has participated in many balloting activities, said that the signing of the lottery is no less difficult than winning the lottery.

In line to take pictures, in order to get enough of 5 people, Guo Yu pulled up a boy he did not know and joined his own team. In the end, the only boy in the 5 party who did not know was signed. Guo Yu was a little depressed. When he stepped out of the working style, Guo Yu turned into the lottery shop nearby, hoping that the lottery would be better. As the lost crowd walked away, anxious people had already opened the software for second-hand spanactions and began to browse the price of the same sneakers.

according to Trend The second-hand shoe industry observation report released by the media website Highsnobiety shows that the scale of the global second-hand shoe market has reached 6 billion US dollars. Overseas, the head platform terrace composed of Stadium Goods, Grailed, StockX and GOAT has gradually stabilized.

In StockX, every pair of sneakers has a similar appearance. shares The code. The seller marked the asking price and the buyer bid. Users can check the recent sales volume, price fluctuation and the highest and lowest price in the past 52 weeks. Once the price and the price are identical, the spanaction will be automatically reached. After the spanaction is concluded, the seller will send the sneakers to the StockX headquarters. There will be a dedicated team to confirm the authenticity of the shoes and confirm them to the buyers.

In addition, StockX has counted the floating "total value of personal assets" for each user. Users can always see the value sum of their own sports shoes in appreciation or depreciation, and even on the "Portfolio" page, StockX also counts the floating price of all products on the platform, like a real shoe stock trading market.

In China, most of the shoe lovers are more familiar with the second-hand trading platform poison App. According to data from the sky eye, the App company was established in July 2015 for Shanghai's Mdt InfoTech Ltd. In April 2019, poison App completed the A+ round of financing, the investor was DST (Digital Sky Technologies), the amount was not disclosed. However, according to people close to the spanaction, after the completion of the investment, the value of the poison APP reached US $1 billion, becoming the number one shoe dealer in China.

According to the report, in the middle of 2018, the monthly App of poison GMV was close to 200 million yuan. In 2019, the annual GMV reached 6 billion yuan to 7 billion yuan. In March 2019, the monthly life of toxic App exceeded 1 million 400 thousand. According to Aurora data, in March 2019, the penetration rate of toxic App was 68.7%, ranking third.

Among the user portraits of poison App, 60% of young people under 30 account for more than half of them. According to a QuestMobile data, in China, the monthly living scale of high consumption men (i.e. online consumption is above 1000 yuan) and mobile shopping behavior preference is about 87 million. Among them, under 30 years old, unmarried men are the main force, they are the most popular groups to buy, buy and buy.

Wang Xingceng, the founder of the US group, has put forward a conclusion of market consumption value concluded by investors. The male consumption power ranks the last and even ranks behind the pets. Now, at least on the issue of sports shoes, the conclusion of investors is invalid.

"The growth of their economic and cultural conditions determines that their understanding of consumption is relatively mature, and their demand is more personalized. They do not exclude new brands or even domestic brands, which brings good opportunities to the trend of e-commerce platform." Xiang Feng investment executive partner Xu Ying said in an interview with the media.

After the brutal growth, poison App has also been questioned about authenticity. According to the Securities Daily, consumers bought a pair of Nike Air more liquid silver on the poison App and got the trend after receiving the goods. Sportswear The community "Get" was identified, but the identification result of "fake" was obtained. Another user claimed that poison App sold shoes and shoes were not matched. After being questioned and complained about selling fake products, the buyer's account was permanently banned. The customer service of poison App raised 300 yuan for the buyer as a sealing fee and was eventually exposed.

Even manufacturers of "Putian shoes" are eyeing poison App. Many people even began to imitate the App certification and sell it openly. And the "Putian shoes" with imitation certificates are also higher than the general ones. Shoemaking 。

"Sneakers itself are a lot of accessories with many elements. Always wearing the most expensive and the most fashionable sneakers, can not represent their own, can only be regarded as a trend puppet. Chen Heda added: "this hobby of playing shoes, I hope all my friends will play sensibly and act according to their abilities."