Why Can A Pair Of Shoes Cost A Premium Of 3235%?

Why on earth is the price of a pair of shoes going up? In July 2019, the App Nike Air yeezy 2 price exceeded 66000 yuan, the premium was 3235%, the AJ1lgloo black toe price was over 36000 yuan, and the premium was 2747%.

In order to get the Yeezy 350 on sale early Saturday, answer824 spent three days sleeping in a shopping mall called Nigra Mercato in the centre of Madrid for three days.

At that time, there were four shoe stores in Madrid selling the shoes, but there were different ways of selling them, some on the first come and first served, and others on lots. Aswer824 arrived at the gate of Nigra Mercato early on Wednesday and began to line up. He did not know how much the shop would sell, estimated at about 20 pairs. Fortunately, he was in the top five position, but he did not dare to relax, because the shop would be re registered every 2 hours to ensure that the staff were present and fixed.

Prior to that, answer824 also went to Adidas flagship store to draw lots, and finally he was also caught. The answer824 started with two pairs of Yeezy 350 at the selling price of 200 euros. After sale, the resale price of the sneakers was up to 5000 yuan, but answer824 did not immediately sell it, but sold it for 12000 yuan and 10000 yuan after hoarding for a year.

At present, answer824 has hoarding over 200 pairs of shoes, worth more than 500 thousand. He has his own Taobao shop and shop fans more than 40 thousand, but recently he put off most of his shoes, but sold shoes in the transformation market. Answer824 explained, "the price fluctuation of sneakers is too big, falling or rising is likely to be a dispute."

The first time to sell shoes was in 2012, when answer824 was still studying in Madrid, starting with resale and resale. For answer824, he was playing the shoes in Madrid when he studied abroad. In 2017, he began to record video game shoes and sell shoes at full time at B station. The answer824 of each video will show his own collection or sale of shoes, including Yeezy 2 NRG with a market price of up to 40 thousand yuan, more than 6000 yuan of Yeezy 350V2 and a variety of color matching of big hot AJ1. At present, answer824 has more than 130 thousand fans at micro-blog and B stations.

Answer824 will decide whether to start a certain sports shoes according to the "hard power" such as the type, design and matching of the shoes itself. Air Presto Off-White he had a good fight. In January 2018, Nike's domestic official website drew 1199 yuan to sell the shoes. After three months, answer824 received 5 pairs at the two level market at a price of 6000 yuan.

"First of all, I like these shoes very much, and I think it will go up." Not long ago, he just sold the "most expensive red coconut" Yeezy2 in history to the owner of a sports shoes shop in Beijing at a price of 37000 yuan. Answer824 sold the above 5 pairs of Off-White with the money earned by selling the red coconut.

"Indeed, there is nothing wrong with cycling." Since then, he has sold two pairs of them at the price of 9000 yuan and 12000 yuan respectively. At present, the price of the top 40-42 shoe shoes in the two tier market exceeds 13000 yuan. But in fact, the price of Off-White has dropped down shortly after its sale. Therefore, if the timing of the launch is not good enough, it may not make money.

But answer824 is not always a winner. At the beginning of 2015, Nike jointly launched the brand name fragment design of Teng Yuan Hao, known as the "godfather of the tide", and launched several limited color matching SockDart, after which the secondary market price once reached 3000 to 5000 yuan.

Judging from this, answer824 bought 6 pairs of SockD art new shoes with a matching color at the price of 1300 yuan per pair, but what answer824 did not expect was that after Nike began to replenish the colouring color very much, it could be easily purchased in stores or official website, and the price of Sock Dart fell to 350 yuan once, and the 6 pairs of shoes were still lying on the list of answer824's hoarding shoes.

Unpredictably, aside from the official shipments, there is also an unpredictable market heat.

Nowadays, the price of the shoe ring market is becoming more and more unclear to answer824, including the sudden take-off of AJ1 SP Gina. Overnight, AJ1 SP Gina rose from 2000 yuan to 7000 yuan.

"These shoes, I believe, before July 5th, most people do not know anything about it as much as I do." In answer824's view, SP Gina is not outstanding in terms of the combination of cortex, color and market heat. "When I see this pair of shoes, I feel what it is based on the price of it." the reason why it really takes off is that it is concerned that it has only 2000 left, right and left minimum volumes, and intends to resell so as to raise prices.

"There are very few people with real feet, most of whom are used for scalping." AJ1SPGina is made by Shoepalace, a AJ1 of fashion shoe shop, specially designed for grandma SPGina, the shoe maker. The market price of this shoe is between 3000 and 4000 yuan.

　 Who built this river?

If the initial sale of sneakers is the primary market, then the sale and sale of other kinds of channels are the two tier market. The first level price is determined by the selling brand, and the two level price will adjust and fluctuate flexibly with the buyer's preference and supply relationship.

In answer824's view, the so-called two level market of sports shoes is entirely built by sports brand dealers, and the market demand is greater than the volume of shipments, which will result in premium for shoes. "The simplest point is that if a pair of shoes is carrying out a huge quantity of goods, the shoes will not be sold automatically." Answer824 also gave reporters an example of the massive sale of NMD shoes by Adidas last year, and said that the shoe price was reduced from 5000 yuan resale price to the final sale price of 50 percent off NMD, and was sold out in less than a year.

AJ1 is considered to be the starting point of the whole sneaker culture. The first generation of Jordan shoes was launched in 1985. AirJordan1 accompanied Michael Jordan in the NBA alliance and international competition. At the same time, the Union banned Jordan from wearing the pair of shoes that were uncoordinated with the uniform dress and made a huge fine. AirJordan1 was also hot for a while and was attacked by a mad man.

The brand side is well versed in the demand psychology of the shoe makers for high-end footwear. Those who play shoes are more than just a pair of good looking shoes. What they want is a pair of good-looking, limited and ordered shoes. At that time, Nike slowly discovered that the two level market must be controlled through the sale limit. The beginning of the market is in the form of goods and materials, but when the demand for each other can not be met, the shoe sale market has gradually formed.

Why on earth is the price of a pair of shoes going up? In July 2019, the App Nike Air yeezy 2 price exceeded 66000 yuan, the premium was 3235%, the AJ1lgloo black toe price was over 36000 yuan, and the premium was 2747%.

"Modern people all need an identity". In answer824's view, the coolest, most handsome and expensive shoes are symbols that can bring identity, and even have social attributes. Answer824 believes that a pair of shoes generate premium, mainly from three aspects: first, the design of shoes itself or the meaning it carries; the two is the environment of shoes, that is, the trend of the trend, and the three is the volume of shipments.

The brand side is not directly involved in the two tier market, and can not profit directly from the two tier market. Why does it have to build this "Jianghu"? The fact is that the brand side is guided by the heat of the two tier market, and is making money in the primary market. The brand side first encourages the high-end customers to buy the limited amount of shoes through the high price and the limited amount, and the high-end user group will affect the middle end and the low end customers to follow suit, and promote the sale of the general fund.

At present, JORDAN Tmall official flagship store sales shoes in the first few are the general styles of AJ1 series, and in the "poison" App platform, it shows that more than 30 thousand people pay more than the total amount of small size, small broken, small black and red, which sell at a price of 900-1100 yuan, and can generate 300-1000 yuan premium in the two tier market.

How does the brand view the two tier market? In November 2018, Nike released a new color matching Air Jordan 1 "Not For Resale", which Nike introduced: the new AirJordan1 should not be resale. On the day of the sale of a shoe store, a famous shoe shop in Guangzhou is asking the winner to wear the pair of AJ1 to get to the opposite side of the road to get the shoebox with the information of the winner.

But ironically, this AJ1's black and red matching price is 1299 yuan. In the trend electronic commerce platform "goods" App, the price trend in the past month is between 5700-7000 yuan, and on the "shoe" trading platform "poison" App, this shoe has more than 12000 people to pay. "In fact, it is more of a gimmick, an advertising effect," answer824 said. But these sneakers will also be deeply branded on this shoe and become part of the shoe culture.

　　 The market is "Hi," and the door of the game has been opened.

The market for footwear is undergoing a profound transformation.

The river is no longer in a corner. Answer824 believes that the mainstream media's attention to small shoe circles reflects the brutal rise of the whole shoe market and the continuous expansion of market value from the side. "This kind of small stuff is put in the right of speech in the public view, and everyone will find it very strange, but in fact, sneakers reselling is the same internal logic as fried watches, fried luxury goods and so on."

"Circle, hey, all kinds of chaotic groups are starting to build up, and they no longer talk about the culture of sneakers, but rather go all in to rush ahead." The "rush group" in answer824 mouth, according to another insider in touch with the economic observer, the rush group refers to the group of fried shoes, which is the norm in the current circle. The group will take a group of investors and take a shoe to see how much it will increase tomorrow. In fact, the establishment of such a group can also be very simple. As long as you play enough shoes in your circle of friends, you can set up. As long as you look at these shoes, you can take money to rush, and more and more people will see that they will follow suit, and then the price will go up.

According to the 95 round of college basketball fans, the AJ1 "barbed" shoes rushed from 7000 yuan to 15000 yuan in June. "Wise people earn money, but those who follow blindly rush will lose badly." Yuan Yuan revealed that someone had hoarding nearly 200 pairs of AJ1 rookie wheat, but because of the continuous downturn in prices, it was difficult to solve the problem. The man organized a "rushing group" and took everyone to shoot this shoe. First, he bought more than a dozen pairs on the platform. After that, everyone followed the sweep. After the price was raised, he took the opportunity to sell on the platform and sold all his stock to his group friends.

The data released by StockX, the largest footwear business platform in the US, shows that compared with the two tier market price, the three brands of AJ, Nike and Adidas have a premium of 59%, 58% and 25% respectively. Among them, in 2018, the top three sales of 3 shoes AJ1, Adidas Yeezy and AJ3 were 99%, 30% and 31% respectively.

The threshold for participating in the sale of sneakers can be very low. Nike and Adidas have launched their own balloting shoes, App:SNKRS and Adidas Confirmed. If you are lucky enough to smoke or steal a limited number of sports shoes, buy them at the original price, you may immediately see your body in the resale market. But in fact, there are countless "invisible hands" in front of the screen to grab shoes with you.

There are such a group of people who do not fight with their hands but engage in technology to develop software for robbing robots. Once you haven't reacted for a second, shoes may have been sold out by robots. At the same time, there are a lot of people who sell SNKRS's software accounts, and one can even operate thousands of accounts at the same time. "As if the door of the game was opened, all kinds of forces came in." Answer824 said. Not a particularly knowledgeable shoe, a large number of investment institutions, the risk of the entire market has become increasingly high. In the market of shoes, everyone has the dual status of buyers and sellers. Therefore, each of them participates in the process of price formation.

Sky eye data show that the domestic sports shoes trading platform "poison" App has completed three rounds of financing, the investment side tiger sports, Pu capital, DST Global and so on. The use of "Chuck" has been launched in May on the second hand trading platform. "Many people do not know any story behind this sneaker. They do not want to know. They only know that if they buy these shoes and sell them immediately, they will earn one thousand, two thousand or even five thousand yuan." Answer824 believes that a healthy market for shoes should be marked by a normal price increase after the natural consumption of real demand for purchase.

Sisi, another 5 year old shoe circle, told reporters that shoes circulated between shoe vendors and shoe vendors, resulting in a very prosperous and demanding illusion of shoes. "There are not so many bubbles on the feet."

　　 Bad money in rivers and lakes

CC, who has just entered the shoe circle for a year, is quite upset recently because he ordered nearly 400 thousand of the sneakers "futures", including 120 pairs of "Chicago", 5 double barbs, 33 pairs of "black hooks", two months ago, from a shoe vendor (called "biscuits"), but in the end he did not get a pair of shoes, and the "biscuits" clearly indicated that they had no goods and could not repay them, and 400 thousand had to fight for water.

CC told reporters that the outside world could interpret "futures" as pre-sale. "Futures" in the shoe circle means that because of the relationship between exchange rate and tax rate, the selling price of most of the sports shoes abroad is lower than that in China. In order to reduce costs, many sellers will choose to purchase sports shoes from overseas areas and send them to China through logistics express. However, the circle indicates that "anyone who has received the" futures "is not sure how to deliver the goods. Some of them have to return to the domestic market when the goods are not returned.

"Chengdu biscuit money" has great influence on the shoes circle. Many shoe circles contacted by the economic observer said they had heard about it or had been deceived to varying degrees. According to CC, the pattern of "biscuits" is: the next wave of people's money. The "biscuits" attract people to sell the popular sneakers at a price lower than the market price, including Air Jordan 1 barbed, scraper, YEEZY 350, etc., but because there was not a large number of shoe sales in July, they couldn't encircling the money again to fill the hole, causing the capital chain to break. "The market price 10000 yuan shoes, he 5000 yuan one pair sells, lets the person think he the channel is very broad, gives the human" one kind of shoe shoe big guy "the feeling. CC said. And CC's "pit" is after his friend succeeded in "biscuit" to buy 5000 yuan to buy the market price of 8000 yuan after the barb. The circle indicates that there are many transactions, and the money in the circle will happen from time to time.

Fried shoes are on fire, and the high imitation sneakers gray chains are also running at high speed. According to the Beijing News reported earlier, in Putian, Fujian, Anfu electric mall, that is, the vulgar "ghost market", the price of imitation shoes only 1/5 of the genuine, large dealers through the recruitment, the monthly income of nearly one million yuan.

But there is another group in the ring: the shoe appraiser.

The shoe identification expert, the little dairy dog (the "little dog" is the code in the circle) has been engaged in the identification of sneakers since 2011, and has now identified about fifty thousand pairs of sneakers. The appraiser of basketball shoes is different from other professions with standard skill appraisal. Their title is mainly formed by the recognition of the circles and the word of mouth, which must be compared through a long period of time, a lot of repetition, and a large number of copyrights and piracy.

According to the introduction of small dairy dogs, he identified shoes as materials and workmanship, including side markers, steel seals, midsole, insole, soles, embroidery and other parts, as well as the overall version and chromatic aberration. These two items also need to see the light at that time. Little milk dog said their group rarely disclosed their names or their faces. "I have exposed a lot of fake products. If the fake people know my personal information, the text message bombing is the least." Little dairy dogs also mentioned some "grey areas". He said that fake footwear dealers often want to buy high tech appraisal skills from their shoe appraisers, and even fake shoe dealers buy "shoes" appraisers, so that they can identify their products, and the two cooperate with each other. Author: Ye Xinran

(interviewees request, answer824, round, Sisi, CC, little milk dogs are all in the code or alias).