"Crazy" Shoes: A Pair Of Tide Shoes Has Increased By 45 Times In Two Years.

Recently, a popular saying on the Internet is: "speculation is not as good as speculation, but speculation is not as good as speculation." In recent years, the phenomenon of wealth rising in the market of fried shoes seems to confirm this.

"A pair of shoes can be sold in China at a price ten times higher than the selling price, and the market is still hot." Reno, a Zhejiang shoe enthusiast, told the new China Jingwei client. The Internet is called "Tiger flutter", which is known as the "Iron Tiger" of the iron and steel gathering place. It's a story of getting rich with shoes: a boy who is twenty four or five years old, from college to his full-time shoes, can earn 500 thousand a year.

Are fried shoes so profitable? What kind of business logic does it have behind it?

Thousand shoes can be sold for 10 times.

In September 2017, Nike's Air Jordan and international tide brand OFF WHITE jointly designed a sports shoes called OFF WHITE Air Jordan 1, which cost 1499 yuan for each pair, and not long after the official sale, they were fired to 12000 yuan. And a pair of white black and red matching AJ1, short two years prices also rose all the way to 70000 yuan, or more than 4500%.

In 2018, Travis Scott and Air Jordan co operated with a pair of sneakers priced at 1299 yuan, which rose to 8000 yuan in less than a month. At present, the most expensive shoes in the world are Air Yeezy2 (Red October), which is traded online on the price of 17 million US dollars.

The shoe makers fry the shoes with astonishing prices, but they let their shoes no longer be used for wear, but they are "collected" at home. "First cut a round of retail shoes and fried shoes for retail investors, and then cut a round to buy the consumers who wear their own brands without winning the lottery. This is the basic logic of fried shoes and chives. " A second-hand shoe shop owner said, "the cost of general shoes is about one thousand yuan, but the two market can stir up the price 10 times to sell."

Guo Zitian, a wave shoe player, told Chinese New Jingwei client that shoes could be fired mainly because of the "hunger marketing" of the manufacturers.

According to the China Apparel Industry Association, last year, when Anta found the warrior star Clay Thompson introduced Thompson's pet Rocco matching shoes KT3-Rocco, the total sale volume was only 350 pairs. Although it is only a brand of second line shoes, the sale of KT3-Rocco still caused a great sensation. In order to see the face of this limited number of sports shoes, American consumers also had a long queue.

According to incomplete statistics, the quantity and number of the number of sports shoes can be kept at 1:6 level. That is to say, only six people in the queue can get lucky shoes.

Guo Zitian said, "the market trend of fried shoes is not spontaneous, but because the brand has limited sales, resulting in the emergence of the" shoe dealer ", which eventually raised the price. He believes that in order to put an end to the phenomenon of fried shoes, only the brand side will increase the volume of shipments. But at present, the brand side may be tacitly approving the phenomenon of fried shoes.

Sneakers earn $228 thousand in 2 days.

In addition to the "shoe dealers" scattered across the country, there is a weighty role in the frying industry chain, which is the dealer.

"First financial" has reported that in November 2018, a AJ joint shoe was put on sale in Kunming. A northeast speculator flew to Kunming and temporarily recruited 50 people to queue up for shoes at the price of 200 yuan / person. Kunming market launched a total of AJ26 double, the speculator "eat" 21 pairs.

In addition, there is also a famous sneaker profiteer, Derrick, who shares his story of changing from drug trafficking to fried shoes. He had swallowed 127 pairs of Yeezy 750 Boost in 2 days and earned 228 thousand dollars.

These makers have a lot of capital flow, aiming at a limited number of shoes selling color and shoe code to frantically sweep up the goods, creating the illusion that "one shoe is hard to get". Guo Zitian said that these makers generally bid dozens of dollars per person to hire their uncle to go to the physical store to queue up for goods. The 40-45 yards of male money and the 36-37.5 code of women's money are "gold sizes". They are also the main targets of the dealer's sweeps. The dealer only needs to buyout the main products, which can raise the price of the shoes and increase the price of other sizes, so as to control the overall price.

With the limitation of the brand and the monopoly of the dealer, the market profits were immediately caught by the fake shoe manufacturers. The new Putian Jingwei client has learned from several manufacturers in the Department of the Putian that coconut shoes fired up to 10000 yuan can be priced at only more than 200 of the price of high-end imitation goods, and the price of thousands of yuan AJ can also start at the price of high imitation merchants.

Under such circumstances, in order to avoid buying fake goods, the corresponding vertical trading platform for domestic shoes began to emerge. The three major platforms, including APP, NICE, GET and so on, launched the "first identification, re delivery" paid identification service, which solved the worries of many novice rookies "afraid of buying fake". It is understood that, as poison APP such intermediary trading platform, after the completion of the appraisal, the platform will sell a certain proportion to the seller according to the transaction price as a commission.

90% of tide shoes consumption

Nowadays, the frying shoes are no longer the game of value, but the rendering of emotions.

Xiaoli (alias), who is reading senior three in Urumqi, told the new China Jingwei client. In order to buy a pair of American Limited Edition Adidas coconut shoes, Xiao Li spent several months' living expenses, so that his cousin who was studying in the United States came to the store one day in advance to buy him. Xiao Li told the Jingxin Jingwei client, "if you want to get the pair of shoes according to the selling price of 1899 yuan, you need to queue up for several nights in advance. If you don't want to queue up, you have to increase the price by 3000 yuan, or you can get these shoes. But some people can only buy third party platforms without foreign acquaintances to buy them, and these shoes sell for 8299 yuan on poison APP.

In June, the number of shoe enthusiasts in June showed that the number of shoe enthusiasts spent 1300 yuan per month on shoes, and that of men was 40% higher than that of women. In addition, AJ1 barb rose the fastest, or 441%, from the original price of 1299 yuan to the average price of 7034 yuan. Coconut black sky stars ranked second, up 224%, from the original price 1899 yuan, rose to the average price of 6149 yuan. Sacai, Nike, coconut star, kaleidoscope and other tidal shoes increased by more than 100%.

Guo Zitian, a former wave shoe player, told the Sino Singapore Jingwei client that there are three kinds of malformations in the domestic market. The first is that China's star effect is much stronger than that of foreign countries. The consumption power of "brain powder" has led some blind consumers to follow suit. These consumers include some minor children.

Guo Zitian said, in the United States, children want to buy shoes usually save their own money, parents give a small amount of subsidies, so a child in foreign countries after entering this circle will choose shoes to raise shoes, but in the country is not the same, children are basically oppressing their parents, regardless of whether your family economy is good or bad, will ask to buy, if you can not buy really buy fake. Because of the blindness of consumers, it also provides an opportunity for fake shoe dealers. At the same time, some unscrupulous businesses also take advantage of genuine shoes to sell. The third is that some shoe dealers take advantage of some people's mentality of "greedy for petty gain" and pay them a small amount of "hard labor" to enable them to rush to grab goods, resulting in imbalance between supply and demand in the market, so as to achieve the purpose of manipulating market prices.

It is undeniable that a pair of shoes that have been fired to thousands of dollars, to a certain extent, symbolize a person's spending power, which is much lower than the price of the house and the car. The user satisfaction of low cost seems to be the same as that of buying luxury luxury sachets.

Will you spend thousands of dollars or even tens of thousands of dollars to buy a pair of sneakers?