Scrambled Shoes: Branding And Shoe Salesmen Boost Shoe Prices

Recently, on the Stock X official website of the biggest shoe business platform in the United States, sports brand Lining sells a limited number of sneakers. This pair of sneakers, whose original price is only 1000 yuan, has soared to 40 thousand yuan in the short period of time in the second-hand market, up nearly 40 times. According to the reporter, at present, businesses through limited sales, shoemaker by buying up the "golden size" and other means to raise prices, several times less, or even dozens of times.

There are also "makers" and "retail investors" in the market.

According to the reporter, a lot of people turn to basketball shoes enthusiasts to sell shoes. A shoe expert at the App, a second-hand shoe trading platform in China, told reporters that fried shoes are a bit similar to stocks, and they earn their difference by buying low and selling high. Branding rules require only Yaohao to buy new shoes, while shoe vendors hire people to line up for shoes or use robot programs to grab shoes on the official website.

The specific way to hype is to sell the shoes of the "water force" at high prices before the sale or at the initial stage of sale, and create the illusion that "one shoe is hard to get". Then use the consumer's conformity psychology, follow the psychology to carry on the fried shoes.

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 the makers who control the market price by sweeping goods and pulling prices. The dealer must have a keen judgement of the market and aggravate 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 sizes" and are the main objects of the dealer's sweeping. The dealer only needs to buy one or two "golden sizes" to raise the price of the shoes and increase the price of other sizes so as to control the overall price.

According to data released by Stock X, Nike's AIR JORDAN brand accounted for 44% of Nike's second hand market share in 2018, while Nike brand (AIR JORDAN) accounted for 26%, Adidas 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.

Brand makers are behind the scenes.

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. According to media reports, the joint sports shoes worn by celebrities on the program can rise by 1000 yuan in second days.

Take Adidas's Yeezy series as an example, this series is the cooperation between Adidas and American rapper Kanye West. Kanye West often wears this series of shoes, and makes it into the topic of the shoe market, which has been successful. fashion The recent "Daddy shoe trend" in the market. In 2015, the original price of $200 yeezy, in the resale of the market price is basically stable between 700~900 U.S. dollars, the most expensive pair of perennial stable above $1800. Even now, the Yeezy series is still a must for shoes enthusiasts, and the resale price is stable above $400.

In the view of Li Chengdong, an e-commerce strategy analyst, the price increase is limited. Fried shoes are similar to Moutai wines, which are all caused by scarcity.

According to media reports, Nike and other brands can more accurately predict the demand for a product in the market, and then control the volume of new products on the market. They continue to create topics, fry the topics of these limited products, and then start changing colors to increase volume, so as to achieve profitability. In addition, "fried shoes" can create a scene of prosperity of the shoe market, which is good for brand value shaping.

　　 Trend According to the latest report on the second-hand footwear industry observed by Highsnobiety, the global market for second-hand footwear has reached US $6 billion.

Although the market for second-hand shoes is hot, a shoemaker who does not want to be named is admits: "most people follow suit and buy vanity. There are not many people who want to collect sneakers and understand the culture of sneakers. The trend of fashion is constantly changing, and consumers are always fatigued. When the number of shoes is limited, the heat will decrease and the price will be lower and lower.