The World Is Becoming Younger, And Culture Is The Mainstream Of Consumption.

Trend culture has become the mainstream of consumer culture, and this culture is dominated by young people rather than white collar workers.

Sneakers are popular, and cats' claw cups are hot. UNIQLO x KAWS's joint venture has also been attacked by mad people. They are not only commodities, but a cultural symbol, which has more value added by young people to pay for them.

Producers are also willing to push the boat. In recent years, Nike has paid more attention to marketing than ever before, and the density of shoes is also increasing.

Other sports shoe companies have also attracted the cooperation of singers and celebrities, and sports shoes quickly become "tide products" - a trend that even affects luxury brands trying to win over young people.

The world is becoming younger, and the difference is greater than the commonality. Young people no longer appreciate the individuality of consumption by aesthetic appreciation. Such intergenerational changes have occurred many times, but this time China also caught up. "For the first time in history, Chinese consumers are on the same starting line with consumers in developed countries all over the world." Zhou Shou said.

Zhou Shou middle school began to get hooked on sports shoes. He insisted on buying shoes at noon. He chose software engineering as a major to do the exchange and trading of tennis shoes website. After twenty years, he finally felt that he had come to the historic opportunity of tidal current consumption. "Timing has arrived."

At the time of the arrival of Timing, the nice, founded by Zhou Shi, transformed from the picture sharing community to a platform for selling products based on sports shoes for 5 months. The monthly GMV of the platform is over 100 million. In June this year, nice completed tens of millions of dollars in D round financing.

More than nice, the whole track felt a strong sense of pushing back.

QuestMobile's latest research in July this year found that: "the brand design of sports shoes and the sales mode of limited money have spawned the rise of investment and collection of sports shoes, online trading and identification platform of sports shoes."

In May 2019, data showed that the monthly active users of the shoes platform poison, nice, cargo identification and Yoho! Buy were rising rapidly, all above 3 million orders of magnitude, and the monthly life of poison APP was nearly 8 million.

The giants are also close to this track. In June 6th, the byte jump announced to invest 1 billion 260 million yuan to tiger stock, holding 30%, becoming the largest single financing since the establishment of tiger flop.

Combined with Tiger flutter, the layout of headlines in sports has been supplemented, and the layout of "straight male economy" has been expanded.

The unicorn has been sold abroad, and the Stock X has become one of the fastest growing companies in Detroit and Michigan. In 2018, it completed a $40 million B round of financing in the cold winter with a valuation close to $1 billion.

Yuan Yuan capital Zhang Luo told Zhong net: "single counting shoes have more than 150 billion of the market volume, toys also have more than 100 billion of the scale, coupled with fashion clothing, other related consumer goods, the market will be bigger, and the growth rate in the next few years is also very optimistic, will be more than 20%."

　　 1. After 95, all tide men.

This is a bottom-up market. The earliest buyers and sellers of sports shoes are not ordinary business wizards, but ordinary young people.

When Zhou Shou middle school knew that he wanted to attract attention, he had to occupy three kinds of balls, such as "playing the ball well, learning well and growing handsome". However, he did not take part in it. For the first time, he felt himself integrated into the group and became the center of the small circle. Some people on the playground asked him what shoes he wore on his feet.

He was wearing Nike. At that time, a pair of Nike was 790, but it was more than 20 years ago, and the housing price in Beijing was only 2000. In order to buy shoes, he began to sell shoes, bought them from Ebay, and then offered them to those interested in the country.

At that time, the threshold of Internet access was very high, and the word "Hai Tao" was not even invented. Until now, no matter information or transaction, there has been no threshold. Everyone has become a shoe dealer.

There are more than 100 pairs of his collection in the shoe cabinet of the dragon shoe that has been mixed up for many years. He will analyze the history of a pair of shoes, design inspiration and applied technology, and shoes are not only a commodity: "Kobe's shoes will be bought, because this is a feeling." Don't use money to measure its value and what he brings to me. "

But money is still important. It makes the market based on feelings and not rational, and has the power to survive for a long time.

The boy, 20 years old, fell in love with his sneakers. He could not resist his enthusiasm without money. He began to study sneakers and learn to fry shoes himself. The business of shoe dealers is getting bigger and bigger. His father simply mortgaged his house to support him.

Last month, he sold nearly 6 million of his shoes, and conservatively estimated that his monthly income was more than 500 thousand.

The price of sneakers is influenced by many factors outside the market.

Oracle arena, Leonard led the Toronto Raptors to win the NBA championship by defeating the Jinzhou warriors in 4:2, and he also harvested the most valuable player in the finals (FMVP).

Fans in the arena burst into tears, and the shoe dealers were thrilled.

A joint sneaker AIR JORDAN 1 RETRO HIGH launched by AJ and star Leonard has soared continuously on the day of the finals. The shoes of ten thousand, twenty thousand, thirty thousand, 40.5 yards once rose to 39999 yuan, and the original price of shoes of 1299 yuan was 30 times, much more violent than that of fried coins.

Dragons will despise these fried shoes, but he knows that fried shoes will not be able to see the same feelings. But most people despise the middle of the chain: like Chao products, buying them themselves, and selling them to others. Unconsciously, it has become a new way of life.

The white paper on the development of fashion culture in 2018 shows that consumers' awareness of fashion brands has increased rapidly. The search fever of Q2 in 18 years is more than 4 times that of Q1 in 15 years. Luxury goods are no longer very cold. They are beginning to show off as young consumers. LV and Superme's 17 year series of autumn and winter series have been madly sought after. The price of second-hand market has risen several times. Compared to 70, the number of people who buy enough luxuries increased by 85%, and the growth rate after 95 was 445%.

"After 95, each is a tide man," Zhou said. The proportion of users on nice after 95 is 88%. Zhang added that this generation has redefined consumer behavior and people's understanding of customer unit price: "their repurchase rate and trading frequency have changed a lot, which has upset people's understanding of traditional e-commerce models.

In terms of consumption of essential goods, consumption habits after 95 have not changed significantly, but spend more on personalized consumption. A young man who loves traveling or virtual idols will spend all his money on it, while others will be frugal. "

　 Two. When the tide evolves.

The pursuit of tide for young people is because it satisfies the subtle demands of the heart.

How to attract people's attention? A pair of cool shoes. The scarcity of tidal products makes people who have it feel proud. With the popularity of variety shows with current elements, such as "hip hop" and "hip hop in China", shoes and clothes on the stars have become the targets of pursuit.

The trend culture also represents a sense of identity. Long Long told me that the people who played the shoes looked from the bottom up, looked at the shoes first and then looked at the face: "what shoes are you wearing, you can see what kind of person he is." For example, in shoes exhibition, wearing a pair of shoes that look like a loose piece of shoes, may be the old guns in the collection field.

Wearing a pair of Jordan for 08 years is probably a person who is full of feelings for that era. If you step on a pair of PEAK, most of you will have a sense of feet, do not care about the trend, and more comfortable. If you wear a pair of coconut 350, then 80% is an entry level player.

Scarcity is the core of tide cards. Zhou first found that "Limited has become a brand strategy, rather than a simple marketing means, and more and more brands regard it as a real way to make money. The most typical example is AJ." Scarcity will promote the re pricing of commodities.

The first sale price can not fully reflect the market price, and the two grade market of tidal wave is rising quietly. And different styles of tidal products are equivalent to different stocks, which will fluctuate with the demand and supply.

The high level play of fashion culture is a creative self expression. Its core is street art. "Fashion has corresponding words in foreign countries, but the tide is not there. Why? Because there is no such thing." Zhou said that Chaozhou should represent the pursuit of individuality rather than kitsch and curry favor.

As he picked up a T-shirt: "for example, this is an early Tee of superme, with no logo on it, and the cover of" Unknown Pleasures ". The history behind it is superme's tribute to the 70s punk band Joy Division. Few people know today, but I like it because of itself. "

After observing many user behaviors, the nice team found that consumers like shoes like AJ and coconut. "I didn't think so," Zhou said. "You can't do this. It's too tasteless. We should let you find more different things." However, the data on the first two days of the line are very ugly. After adapting to the user's preferences, GMV has been greatly improved.

"When they grow up slowly," Zhou said, actually doing what they love is also painful. As a player, you have your own taste, and as a CEO, you must be more tolerant. And the relationship between the tide and the ego also needs time evolution.

Markets and industries also need evolution.

Porphyra tells you to throw in a net, grab a pair of limited amount of shoes, sometimes you can earn thousands of dollars by changing hands. You can often see hundreds of people queuing up at the door of each brand store.

At 3 o'clock in the morning of 30 in June, a Adidas shop in Hefei, Anhui, hundreds of consumers queued to seize the limited number of shoes. The scene was chaotic, once out of control, someone fell to the ground and some people shouted abuse. The police shouted, "who's going to take it away?"

People in the circle said that 300 of the 500 teams in the line of branded shops were his people. And the online lottery sign seems to be fair and random. In fact, there are also traders' manipulation. The head traders can draw tens of thousands of ballots, and 30 pairs of 100 pairs of shoes are sold to a dealer.

In the circulation stage, the price fluctuation of some shoes is obviously a malicious operation, and follow the wind into the retail investors, others have become other people's leeks.

Fake shoes are becoming more and more popular. Putian is known as the name of "fake shoes city", and people familiar with the matter said: "many foundry factories for shoes brand are in China. The makers of fake shoes and the makers of real shoes are the same. Some fake shoes are not only fake, but also checked by the quality inspection center, which is completely up to the standard, even better than the quality of the real shoes. There is a saying in the ball circle that "no glue overflowing" is not real shoes.

When questioned in the shoe market, Zhou said that the platform was promoting transparency through the identification of fake products and the suppression of malicious speculation. "I bought shoes and shoes for more than 20 years. From my point of view, I don't think this industry is getting worse. I feel better now.

Because the original market is the number of big dealers, the original pricing is almost the biggest traders has the final say, they earn is monopoly profits, and now shoe dealers become 100 thousand or 1 million, the market is more consistent with the law of the free market, for consumers more favorable.

　 Three, the same world, the same pair of AJ

Not only after China's 95, the trend of consumption has become a global phenomenon.

Today, young people all over the world are following AJ. Long queues can often be seen in the United Kingdom, the United States, Japan and China.

These people queuing up all night may come from different countries, speak different languages, have different beliefs, but they all share the same point - like the same shoe.

Zhou felt that the gap between China and the world in consumption is getting smaller and smaller, and the brand has changed greatly at the supply side, which has stimulated new imagination.

The worldwide popularity of Internet and smart phones, the promotion of consumption power and the diversification of brands are the factors that tend to converge. Especially in the global radiation at the end of culture, young people from different countries and nationalities are discussing NBA and seeing all of them. Cultural symbols have transnational characteristics and influence people in every corner of the world.

At present, there is no mature market in the world in the two grade market. This may be a great opportunity.

In addition to expanding the category, nice is preparing to start from Asia and seize Southeast Asia and Japan. Its ambition is to make the world's goods flow: "for example, a pair of shoes has sold 5000 in China, but in the United States only 500 dollars, there is a big price difference, and the problem is not information asymmetry, but the middle transaction efficiency is too low."

It has yet to be verified who can make the new global business platform, but young people who have not experienced famine, chaos and turmoil have arrived.

As the original inhabitants of the Internet, they are skillfully wandering between the information of explosions, have more money, want to be different, and are eager to be seen and recognized. They are the natural supporters of the trend. As they grow up, the trend culture no longer needs a circle but becomes a circle itself.