Can The Crazy Shoe Business Really Win?

No one ever thought that sneakers could be fired to "sky high prices". According to the China Commercial Daily reporter, because many sports brands use limited sales strategy, some shoes have a premium space in the market circulation, and there is a "scalping limited ball shoes" business in the market. However, in the face of the increasingly popular tide shoe market, insiders say that consumers want to maintain a rational mentality.

Prices of some sneakers are amazing.

What can a pair of shoes be used for? Besides wearing, it can also be used for speculation. According to the data of poison App of sports shoes trading platform, in May this year, the market prices of the most popular sneakers were all above 100%, and the number of individual shoes increased to 430%.

The China Daily News reporter noted that the price of the Air Jordan 1 Retro High Satin Black Toe women's shoes sold in the platform in August 17th this year was 1299 yuan, but in four days, the price has been fry to 5800 yuan. The trading market shows that the highest transaction price has reached 12000 yuan, or up to four to nine times.

As of press release, more than ten thousand people on the poison App have intention to purchase this kind of sneakers, and the purchase information has been refreshing, and prices are also rising.

According to the reporter's understanding, the special brand commemorative sneakers and joint sneakers are selling at a very high speed. According to poison App data, Nike and fashion brand Off-White's joint shoes increased by about 200% in half a month.

Trading platform has become a "shoe shoe broker".

Due to the gradual warming of the shoe market, the scale of online trading has gradually expanded. Some trading platforms such as poison App, Nice App and bullfight App have become "sports shoe dealers". These platforms App launched the market analysis and real-time quote function of sports shoes. And the platform will compile three big indexes of "fried shoes" according to the amount of transactions in the past 24 hours. These three indexes include the AJ index, the Nike index and the Adidas index.

In addition, the shoemaker can get financial support from these financial institutions on these platforms. According to the information provided by poison App and Nice App, the ant clothing provides installment payment service for the shoe buyers, which provides convenience for some users.

Institutional investors are also concerned about the value of these "shoe dealers". Public information shows that in April of this year, the App completed A+ round of financing with a valuation of US $1 billion. In June this year, the US shoe platform Stock X completed the C round of $110 million financing, valued at over US $1 billion. In the same month, Nice App also completed the D round of tens of millions of dollars in financing, Nice valuation is also close to 600 million U.S. dollars.

Fried shoes are not stable.

Wang Zhe (a pseudonym) has been trading shoes since 2010. He told reporters that some consumers would not buy their favorite sneakers when they bought them, but there would be no shoes that he could not sell after 2012. If it is a pair of Air Jordan brand sneakers, it can be sold in less than a day.

Chris (a pseudonym), an international student in the United States, began buying shoes from the United States in 2011 and resale to the country. The profit margin of a pair of sneakers is at least 30%, up to 100%. "Nike's Air Yeezy sells for us $1000 in the US and can sell US $3000 in China." He said that the two level market of sports shoes began to mature in 2015, and more and more people began to sell sports shoes, and some large platforms also appeared.

Chris believes that the trend of the wind is changing too fast, and the heat of some stars will also affect the price of the shoes. "People who say that shoes are steady are not amateurs. Before 2015, nine of the ten people made money, but the risk of these two years was huge. A pair of shoes could hardly be bought at the original price and could only be bought at the market price. The shoemaker can only bet that the future price of this pair of shoes is going up, but there is a possibility of losing the bet. Seven of the ten fried shoes now will lose money. " Kristen said.

Market needs to return to reason

Wang Zhe believes that the current fry market is frantic, and there must be some capital running. Some people create the market's false prosperity through speculation and trading market, attracting small retail investors, and ultimately profit from brands, platforms and capital.

Another micro-blog blogger, who does not want to be named, has issued a document saying that some sports shoe enthusiasts are trading limited money shoes. But now there is a phenomenon of securitization of sports shoes, which is worth noticing.

He believes that a product with transaction attributes can be called "assets", at least to ensure that the product is "genuine". However, these so-called limited edition shoes are difficult to distinguish between true and false. He also said that the major sports brands are basically responsible for the design process, and the finished products are all produced by the domestic manufacturers. Even the Air Jordan series, which is now being fired, is commissioned to produce. This means that the product has the possibility of fraud and is likely to be the same as genuine products. Brand counters do not provide identification services, and the qualification of some appraisers is also questionable, so a pair of shoes that are being touted may not be genuine products, and there is no hype value.

Experts from the China Clothing Association say that the behavior of young people is the pursuit of personalized consumer psychology. However, those who really make the market hot are those who want to earn money by using fried shoes. They are not concerned about the culture of sneakers. They only care about how much difference they can earn in a transaction, and how much commission and interest they can receive. The shoe culture has become a financial game. The experts hope that the whole market will gradually cool down and return to reason.