"Fried Shoes" Became A "Leek" For The Purpose Of Creating A False Impression Of Shoes.

At 9 in the evening of August 31st, the temperature below 10 degrees Celsius at night in Harbin. West Red Square shopping center is closing, but people wearing heavy coats and carrying small horses are queuing outside the Nike store. Just after 9 o'clock, there were more than 200 people in line.

They came for a sneaker called AIR JORDAN 1 "Obsidian". The limited color matching "North Carolina" shoes were sold on the same day nationwide, and the price rose from 1299 yuan to two yuan in the two market in a single day. That means buying instant change can earn more than 2000 in an instant.

For these differences, all the big brothers who had little shoe dealers, small groups of "cattle", students who wanted to earn some pocket money, and even "Obsidian" did not know. They wait for 12 hours in the autumn night, and it is possible to participate in the spot draw on the morning of September 1st to get the original price of 100 pairs of obsidian shoes.

Since the second half of 2018, words such as "fried shoes" and "price of shoes" have appeared again and again in news and hot search. Since June this year, with the NBA events, the new Chinese rap, and other sports shoes on the line, Nike's "AJ" (AIR JORDAN) series, Adidas "coconut" (Yeezy) series of shoes and other prices have taken off.

Among them, the brand side, professional shoemakers, trading platform, follow suit investors, media and other factors have become multiple drivers, injecting a lot of unsafe variables for the shoe market in 2019.

　 Crazy sneakers

On the day of the night row in Red Square, a shoe dealer was forced to be helped by a friend. The friend hired sixty or seventy "cattle" to help him line up. A "yellow ox" is 120 yuan and can be returned to three by double. But yellow cattle are not stupid. If they are caught, they can earn 2400 yuan by changing their shoes.

The task of Dong is to help the old fellow manage the "cattle" and maintain order. He took a small book and wrote down the names and numbers of each ox to ensure that the "yellow bull" would not hear the wrong number, miss the number or sneak away the winning shoes.

At 9:30 on the second day, the opening of the mall was chaotic. People who came in the morning complained too much about the "yellow ox" and seized the quota. The shoe dealer accused the late arrival of buying shoes rather than queuing up with hardships. In the confusion, some people quarrel, some people directly start, the nearby police station's police also was called over.

Accustomed to this scene of the police, did not forget to ask, "what color matching today?"

Chaos is more than this family. On the same day, the sale of "Obsidian" in Harbin's song Lei shopping mall opened at 9 a.m., and people queued up to rush in. Some people fell down, and some clothes were rubbing on blood from unknown sources. The video of the war situation was spread on the big network platforms, and the shopping malls were suspended for a time.

Fortunately, the hardships of Dong and his friends were not in vain. The sixty or seventy "cattle" smoked a dozen pairs of shoes, and the net profit was thirty thousand or forty thousand yuan overnight. This makes 9 years of playing shoes Dong Dong's feeling: no matter from the angle of the star or the ball game, "Obsidian" has no special commemorative significance, and the number of offering is not low, so how did it get fired? "The market is really crazy."

Crazy is far more than this sneaker.

In May this year, Nike's "AJ" and the American rap singer Travis Scott (Travis Scott) launched a joint AJ1 "barb", the price was 1299 yuan. As the first LOGO inverted Nike shoes, it is known as the "shoes of the year", the two tier market prices easily break ten thousand. "There is a phrase in the shoes circle," the hook is gone, and it is bankrupt. " More than 10 years of curries (a pseudonym) said.

Entering the June, the market for shoes has ushered in a sudden climax. In addition to the AJ series, Nike's air force one series, Adidas cooperating with American rap king Kanye West, coconut series, New Balance and NBA signing series have all gone up.

Under the surge of prices, all kinds of shoe dealers and micro dealers poured into second-hand shoes trading platform to grab goods. This practice is called "rush" by insiders. In June 12th, the day of the most intense rush was ridiculed as the first "rushing day" in history.

Prices surged under the rush. A pair of "coconut" 350 V2 "black stars" priced at 1899 yuan was released after 10 days, and the price was close to twenty thousand yuan in two months.

All kinds of shoes trading platform and WeChat group are full of once eaten melon crowd and current sports shoes investors. They are like investors who rush to open accounts in the bull market of stock market.

　　 The traditional doorway of professional shoe dealers

In his eyes, only a classicism shoe dealer like him really knows the meaning behind every pair of shoes.

Ah Dong is a northeastern man, a 90 year old man with dirty braids. He has a Taobao shop, living in the afternoon every day, late at night, in the morning.

He likes sneakers. He started in high school. "80" likes "flying man" Jordan, "after 90" likes Kobe, and he is obsessed with Spurs power forward Duncan, because Duncan is not gorgeous but steady and steady playing skills, and his personality is very similar. From Duncan's signing of Nike, the "A3" and "D-Cool"... After the signing of Adidas, He knows a lot about Duncan's sneakers.

"In those days, shoes were bought for wearing." Ah Dong said, for student fans, wearing stars' signature shoes is one of the most direct ways of approaching stars. "At that time, everyone wore school uniforms and shoes were very different from others."

Ah Dong recalled that when the AJ13 "black and white panda" was sold on the plate in 2013, people who lined up to buy shoes were basically fans like him. Before the mall opened, everyone sat on the steps and talked. A boy said he was a fan of Jordan. He told Jordan that in the 1997-1998 year NBA season, he spent AJ13 in the last battle of the bulls, achieving the sixth crown of basketball career. The boy said he wanted to give these boots to his favorite girlfriend.

An elderly fan talked about a famous photo of Jordan, the training interval. Jordan squatted on the floor and laced his eldest son Geoffrey. The father and son of the two men are wearing the pair of AJ13. Now, the father wants to hand these shoes to his son.

The initial two level market for sports shoes is at Tiger diving forum. During the University, he found that tiger shoe trading area can buy and sell sports shoes. The shoes sold in the northern counter can be bought from some big cities in the south, but shoes that are not wanted in the market can be sold to people who are seeking shoes in the "trading area", and a pair of shoes can earn two hundred or three hundred.

In the past, the factors affecting the price of shoes were color matching, size, quantity of sale, and stories from mouth to mouth.

The Nike AJ1, which was born in 1985, has been hundreds of styles and color matching so far, but it is also the most classic color matching in the first year. Jordan wore it on the court and was banned from wearing the white shoes at the same time in violation of NBA. This history makes it the most expensive color matching of the AJ series, and the code is "forbidden to wear".

Even the same shoe, the price is different. Generally speaking, the Hi version of the gang is mostly joint and limited high-end. The Mid version of the Chinese Gang is in the middle, and the low price Low version is less than 1000 yuan. The brand side usually launches the high-end joint name and the limited amount of money to open the popularity first, the quantity is few, the ordinary person can not buy; after the price rises, then sells the same style, the color middle and low end version, replenishment unceasingly makes money.

The shoe size is also exquisite. Among men's shoes, 42 and 42.5 are gold sizes. They buy more people, consume more quickly and have the highest price. Women shoes sell the most 36.5 and 37.5. 40 yards and 45 yards are the large size of women's shoes and men's shoes, with low demand and lowest price, sometimes approaching the original price or even discounted shipment.

In addition, a large number of sports shoes sold, regardless of the number of stories behind, strong topic, the price is difficult to fry high.

With these rules, classical shoe dealers can often figure out how much money a pair of shoes has. However, in the past two years, his experience seems to be useless.

　　 It's all messed up.

Ah Dong felt that almost all night, the rules of shoes and shoes changed completely, instead of a set of market rules which had nothing to do with balls and shoes. Whether or not a shoe has a story, no matter how much it sells, regardless of whether the color is good or not, there is almost room for frying. Those shoes that seem to be incongenitally lacking in their classical shoes dealers can become potential stocks as long as they are promoted later.

In 2017, singer Wu Yifan wore a pair of AJ1OG "Royal Blue" in "new rap" in China, which was not red, black or white classic color matching. But after Wu Yifan's feet, "failure blue" is like sitting on a rocket. Sales in the two tier market are soaring and the price of shoes doubled.

In October 2018, the AJ1, the "little lightning" female, who was not optimistic, was inexplicably burned. Within a month, it was fired to 2700 yuan from the offer price of 899 yuan, and in August this year it hit a new high of 3600 yuan. Ah Dong believes that the reason for the price increase is a small video on the trembling sound. A sweet female voice asks, "can I step on your AJ with my little brother?" After that, the "little lightning" became the net red section of the fashion book, APP, and so on.

In August this year, the 20th anniversary version of Nike's "wind one" sold in August was basically "closed shoes". However, a buyer's shop in Beijing set up 666 exclusive metal shoe boxes for the first time, each with its own numbering and the Chinese character "Feng Yi" on the side. One month after listing, ordinary "wind one" fell below the selling price, but the "wind one" with metal boxes was "rushed" to 18999 yuan in two days.

Behind a series of illogically rising prices, there is no lack of organized market manipulation.

In August 16, 2018, the shoe season has just started. At 89 o'clock in the evening, a tide card V released a notice in WeChat fans: 12:10 tonight, operate the "butter 350" code on time.

This is a new shoe sold by Yeezy in June 2018, which sells for 1899 yuan. The so-called "operation" is to buy cheap shoes on the second-hand trading platform in a short time, sell at a high price, and pull up the price of shoes.

In order to create a false impression of shoes and not let outsiders see malicious price increases, big V has formulated a detailed operational plan: first, purchase 36, 39.5, 40 three more partial yards on the second-hand platform of shoes, then continue to sweep goods on Taobao; after all the second-hand platform prices rise, everyone will Send a circle of friends together, saying butter "late night take-off, full code recovery".

Sneakers black and black remember that the price increased by 500 yuan in 10 minutes. The people who were unaware of the truth thought that the price had really taken off, and the high price went to the market. Before long, information leaked in the group, and the price of shoes fell, and the high priced people became "leeks".

　　 New function of platform to promote fried shoes

As long as the price of shoes soared, APP, the biggest sports website in China, was transformed into a second-hand shoe trading platform. It used for reference the identification and trading platform of Stock X in the US, which was authenticated by the third party after the authenticity and after shipment. It cleared the fake shoes for those who had first entered the shoe market.

In August 2018, APP Nice, originally dedicated to photo social interaction, was also transformed into a second-hand shoe trading platform. Zhou Shouzheng, the founder of Nice, is the editor of Size, the domestic fashion culture magazine. For a long time, "Size" was the sole source of information for Chinese footwear enthusiasts.

Within a certain period of time, opening the identification and trading platform of Nice, the "good goods" interface is full of sales volume, price list, high price purchase, latest price tips and other information related to the price of shoes. The ups and downs are marked by red and green font respectively, which is like the stock market trend chart.

In the Nice, open any shoes, except the transaction records, and the current purchase price, the current sale price, and the price trend chart of the transaction price in 360 days. These price changes have a great impact on buyers and sellers, whose prices are soaring, and whose prices are hesitant.

In the eyes of many insiders, these transaction data, the rise and fall of the rankings magnified the price changes of the sports shoes, attracting a large number of shoemakers with speculative mentality, and encouraged the behavior of shoemakers.

At the end of April this year, Nice also opened a "flash purchase" mode, that is, the seller sent shoes to the platform warehouse ahead of time, after the buyer placed the order, they could either deliver the goods from the warehouse or continue to resell them in the warehouse. This allows a pair of sneakers to be transferred several times in a short period of time, and the price of shoes will be rapidly increased in a short time. In this mode, the platform will charge 10 yuan for each purchase and 0.5% for each sale.

"Some shoemakers will also" lock the bill ", that is, take all the cheap shoes but not pay. Black shoes explain that those who do not understand the situation will think that the shoes are being locked up, and then follow suit.

According to the data provided by Nice, in only 5 months, the platform has achieved the goal of over 100 million monthly flows. With the model of Nice, the poison also went online with the "consignment" function similar to "flash purchase".

In this regard, Zhejiang lawyer Ma CE believes that the platform should make the necessary reminder obligations, for example, on the side of the trend chart, which is only the regular price trend of the shoes, and has nothing to do with stock market and investment. The platform is obliged to supervise and stop false traffic and false transactions.

In December 2018, Chao brand APP "bee EYEE" transformation shoes trading, renamed "bull fight". Less than half a year later, the bullfight launched its own special product "sports shoes pre-sale coupons" (now renamed "pointy goods group buying"). Before a shoe comes into the market, buyers can first buy pre-sale coupons, etc. after the shoes are sent out for sale, the platform will convert the pre-sale tickets into physical objects. Buyers can also sell the pre-sale tickets and sell them at a time, the platform charges 0.4% of the handling fee and bank transfer fees.

In the view of many sports shoe enthusiasts, the essence of the "sports shoes pre-sale coupons" is to transfer the ownership of the virtual shoes, and it is not certain whether the buyer can get the real thing in the end. It turned physical transaction into a virtual transaction, which made the market of basketball shoes become more and more financial.

According to 36 krypton's earlier reports, the week after the initial launch of the "shoes sales ticket", the bullfight platform reached tens of millions of yuan, and on the line of the month, the platform running water nearly 50 million yuan.

"Sky eye check" shows that in June 24, 2019, Nice completed tens of millions of dollars in D round financing. In April 29, 2019, the A round of financing was completed. The amount of the transaction was not disclosed and the valuation was $1 billion after the financing. According to the data of AI, in August 2018, the total number of mobile phones that used "poison" increased by 43.2%. The whole industry is thrived and thrived.

Former Sina "I am crazy about shoes" column moderator, now B station "UP master" Z elder brother believes that with the brand operators continue to launch a large number of new limited shoes, the Internet platform for the two tier shoes market created a market and trading channels, resulting in a booming supply and demand, thus attracting the attention and support of the capital market, making the "fried shoes" fire more and more prosperous.

　 The market is impetuous, making less than 5% of the money.

Under the frenzy of frying shoes, more and more young people who do not know the market of shoes are attracted to the teams of fried shoes.

After 95, Xiao Bo has just graduated from university. He is already a big V of APP. In April of this year, he bought 5 pairs of shoes, and then sold them one after another, earning tens of thousands of dollars. Xiao Bo sent the fruits of war to the social platform, trying to show off the powder, but suddenly burst out a college student who did not earn money. They joined the WeChat group of Xiao Bo, and begged for advice from the Bigfoot, asking what the next pair of shoes should be. Xiao Bo could only warn the group again and again in the group. "This is not a" rushing group, "and then dissolve the rhythm immediately.

Not only Xiao Bo, ah Dong found that many of the 00 people who came to buy shoes in the shop before also joined the team of fried shoes.

Half a month ago, Xiao Hao, who was just a sophomore, used twenty thousand yuan principal from his parents. He took 12 pairs of shoes from the Dong hand and put them into a "Tower of the middle, two, and three" in his bedroom. He wrote a circle of friends, and wrote, "as long as we work hard, we will have gains."

Many college students, like Xiao Hao, take the bought sneakers back to the campus to show off and attract girls' eyes. "I spent seven thousand or eight thousand yuan on several pairs of limited money today."

In June of this year, the new generation of employees also joined the team of fried shoes. The price of each pair of shoes was priced at 1000 yuan, and a dozen or so pairs of Adidas shoes were hoarding. The total cost was forty thousand or fifty thousand. But he made a common trouble with a rookie. He didn't care about the follow-up sale plan. Adidas quickly introduced three or four similar colors, and his shoes cost no success.

At the end of 8, Dai brothers sold a dozen pairs of shoes and lost six hundred or seven hundred of each pair.

Many recent shoemaker who enter the market, their economic conditions are very unstable, the bank card only four digit deposit. For example, fan, who graduated from high school this year, will go to buy shoes in every two months. When he took all the 4500 yuan deposit in the summer vacation, he bought three pairs of shoes in the shop. At that time, the pair of medium price shoes with a price of 999 yuan had risen to 1500 yuan on the second-hand trading platform.

Ah Dong said that if everyone hoarding shoes for the first half of the year, each pair of shoes would probably rise to 1600-1650 yuan. But near the beginning of the school, everyone had no money, and the shoes were linked to the second-hand trading platform, and a pair of shoes earned only twenty or thirty.

Ah Dong said, for all such students in school shoes, the economic affordability is very poor, a pair of shoes lose 1000 yuan will not be able to withstand, will be sold at a price. And the bearing capacity of the two level market will drop, and the price of a shoe may plummet.

With the frenzied frying shoes becoming more and more popular, the shoe industry has also entered a new round of reflection. Z said, after all, shoes are only consumer goods, and wear is of use value. "It seems that in the hot sports shoes market, the category that is stir fried is not more than 1%, and less than 5% of those who can earn a suite of shoes. They showed this kind of money making effect to the whole society, magnified that the masses should return to reason.

In August 21st, Nice founder Zhou first appealed to the market to return to reason on his own APP, and set up a wind control group, which banned a group of users who had malicious brushes and single orders. In August 22nd, the drug issued a "shoe not to stir" initiative statement, a series of warning on the potential of fried shoes behavior, and even in August 31st voluntarily launched the consignment test activities.

In September 26th, the Beijing News reporter found that the sales volume and price list of the Nice good goods interface disappeared, and the trading records of each shoe and the trend charts of the transaction price in 360 days were all empty, leaving only the commodity itself and the latest transaction price. In September 27th, Nice issued a statement again, banned the new batch of users who had malicious brushes and single orders, and issued a letter of apology from nice CEO, which wrote that "because of the pursuit of the rapid development of our business, let us forget our original intention", we said that we would make a series of rectification and hope that users would jointly supervise.

In September 2nd, Zhou told reporters, "if the culture of shoes has disappeared, our platform will be meaningless." What he likes best is the old era of feeling shoes. "We can't destroy what we like by ourselves, in order to make a new thing."