Who Is Going To Pay For Brand Marketing Tricks Behind Sneakers?

Over the past two years, the market for sports shoes has been extremely hot.

Today, in the circle of sports shoes, ordinary sports shoes can not satisfy the desire of sneaker. For them, having a pair of unique sneakers is the creed of life, so the limited cross-border joint sneakers have entered the field of vision of sneaker, and the enthusiasm of all parties has been unprecedentedly high.

The major manufacturers are no exception. The hotter topic is the bigger business opportunities. The joint shoe section has gradually become a golden weapon for manufacturers. At the same time, with the limited label, for sneaker, the joint sneakers are often "hard to find one shoe". However, with the emergence of the joint name, manufacturers are becoming more and more reluctant. What are the real explosions and joint names behind a large number of practices?

Some of them are frequent.

Joint sneakers often integrate two brands or even more "bright elements", and use unique design concepts to create new products, and gradually become the darling of the market. In recent years, brand names have become very common in sports shoes and even fashion products. In addition to refreshing consumers' eyeballs, they have also brought a more popular impression on the shoe market.

Since the beginning of this year, nearly 100 pairs of shoes have been sold by 00 of the major sports shoe manufacturers, many of which are joint names. Speaking of the list of shoes in 2019, we have to mention the barbed Air Jordan 1, designed by the famous American rapper Travis Scott and Nike.

The pair, which sells for only 1299 yuan, has attracted many frenzied lovers' love. At present, the lowest price 48 yards shoes have already reached 407% premium on the App.

Many people predict that Travis Scott x Air Jordan 1 is likely to reach the top of the list this year. After all, a new upside down design coupled with the heat of Travis Scott itself makes the shoes unusual.

In addition to the barb, this year's Nike joint shoe Sacai x Nike LVD WAFFLE has also won a lot of fans' love. It overlaps the deconstruction design technique, after this year OW type deconstruction heat gradually cooled, has injected a new vigor for the shoe circle. The price of the shoe is 1199 yuan, with a minimum premium of 156%.

In addition, according to chuck App's hot shoes, CLOT x Air Jordan 13 Low Terracotta Army, Nike Kyrie 5 TACO Erwin, OFF-WHITE x x are the most popular joint shoes, of which 13 yuan, designed by Guan Xi Ge, is popular with consumers by its unique Chinese elements.

However, after all, the number of explosions is a small number. The overall market of the joint shoes market is also a few unhappy things.

In the first quarter of 2019, the European fashion media Highsnobiety released the report of sneakers resale. Under the Nike Air Jordan 4, Michigan PE still occupies the first place in the list, with the highest transaction price reaching $5851 (about 40 thousand RMB). And under Adidas, a pair of permanent bicycles jointly Adidas Originals Campus ranked sixth, the current market price is only a few hundred yuan.

Nike has also issued a slow-moving payment, Carhartt Wip x NIKE Air Force 1 Low PRM WIP joint name, the price is 999 yuan, now the lowest 888 yuan, the price decline of 11%. In addition, the black and white money of PSNY x Air Jordan 15 also dropped from 1588 yuan to 1588 yuan, or 12%.

A small group of people who can't sell and lack of innovation.

It can be seen that not all the joint names are "hard to find for one shoe". Even every pair of sneakers will tell a story, but not every one has the ability to tell a story well.

For example, such as mastermind JAPAN x Adidas EQT 93/17 (skull joint name) series, although mastermind JAPAN x Ronnie Fieg Ronnie three parties jointly launched, but the market heat and sales have not achieved the desired results. Even with the media's popularity, it still can't escape the fact that the average price falls below the selling price.

Why are there so many differences in the heat of different joint shoes? This also goes back to the joint name itself.

The initial rise of the joint name was largely due to the "aesthetic fatigue" of the shoe circles. The market for homogenized and serious shoes made consumers' desire to buy suddenly drop. For a long time, many sports shoes began to face unsalable, the two tier market price is lower than the embarrassment of selling price. Faced with the gradual loss of consumers, brand companies began to try to use joint names in a hurry, and combined with the well-known designers and stars of the industry to recreate the slow-moving money, and continued to suck gold in shoe circles.

With the gradual increase in the number of joint funds in recent years, not all joint sneakers will become the main reason for the explosion. In the first place, if the sneakers are re created from the unsalable money, the original style and matching color have been lacking in heat. It is difficult to start a new craze. Secondly, there is no innovation in the design. The market of the sneakers is to be replaced with new ones. Only the joint logo is not enough for the consumers to pay for them. Besides, there are also the reasons why the small players are hard to attract the majority of users.

With the hype of manufacturers, joint names began to grow from rare to overflowing, and there was more and more joint names. "No Teng Yuan Hao's life, no Teng Yuan Hao's disease". The widely circulated words in the shoe circles confirm that sneaker, who pursues individuality, is no longer willing to pay for a new joint name.

Fake shoes routines deep "take-off" to buy the more reliable?

The fate of waiting for them is still unknown for the joint products that only focus on Logo printing and no innovation. And for sports shoe lovers, which joint shoes to collect will become a thorny problem. Another problem is that the more popular shoes are, the easier it is to become a high risk counterfeiting.

The fake shoes industry chain has been very mature at present. The manufacturing cost of fake shoes is not high. A pair of high imitation sneakers can be sold around Putian and other places. After that, they can hang up the real tags and post the delivery orders outside Shanghai, and gain huge profits in the market.

The manufacturing cost of joint sneakers is lower, and a few marks can be stitched on the foundation shoes, so that a pair of "pirated joint shoes" can be pieced together. The cost of hundreds of dollars is hanged on several thousand yuan, or even the price of 10000 yuan. If unidentified consumers buy it, they may not be interested in buying shoes anymore.

For sneaker people, the choice of reliable channels is also crucial. But the official channels are always "hard to find one shoe". Overnight queuing, Yaohao and spike kill are not enough to satisfy the sneaker's strong demand for purchase.

Compared with purchasing agents and micro businesses, it is obvious that the trading platform with identification services is more reliable. In particular, "chuck App" not only has its own identification team, but also combines get to provide double identification, which is a double insurance policy.

Chek App was loved by sneaker on the first line. Recently, chuck App has become the chief appraiser in the signing of the great circle 995, and is deeply involved in the identification of product quality.

According to the 995 introduction, at present, the counterfeiting technology in the market has broken through the 70-80%. With the development of the two tier market in China, the identification technology will also continue to bring forth new ideas in order to cope with the escalating fraud market. "Because of the relationship between interests, the technology of making shoes has made great progress now. Only by constantly improving the level of identification, promoting the standardization of identification of shoes, so that consumers can really buy authentic products, so that sneakers can be penetrated into more people," 995 said in an interview.

After the end of the public beta period, the chick platform has also upgraded the service to a full extent. Not only has it launched the 24 hour rapid identification service, it has improved the efficiency of the team, shortened the user transaction cycle effectively, and also sold the online consignment function. At the same time, in view of the substantial increase in trading volume, the chuck team has set up a new North China Quality Inspection Center.

"For buyers, they all hope to get their favorite sneakers at an early date, so it is particularly important to enhance efficiency and shorten the trading cycle on the premise of ensuring quality, and the team will continue to upgrade its service so that the value of the shoes can be transferred." Transfer to cheek project leader Ken brother said.

After the basketball shoes culture has been rolled out, the user group is no longer limited to the small groups of the street and hip-hop, and the sneaker group is expanding constantly. Ken introduced that young people after 90 and 95 have become the main players in buying and selling sports shoes. For these trend consumers, cost performance may no longer be the only factor to consider. Personality and fashion are the key. The limited amount of joint shoe has become a good idea, and brand dealers will also use the marketing of joint sneakers to nugget.

For consumers, when the joint name is overflowing, which is the money and what fake is, we must polish our eyes and avoid blindly following the trend. Instead, we choose to buy and sell sneakers on the big platform such as chuck App, which has professional identification services. Only in this way can we really "rush" to get some income and catch up with the tide and not be ridiculed.