Gambling Shoes: I Love Sneakers. I'M Afraid He'S Over.

"11264", Nan Nan always remembered this number, which is the highest price he received on AJ1 silk black toe.

Over the past few months, with the spread of the epidemic throughout the world, the story of rising prices due to hoarding has occurred everywhere. However, in this "rising era", there is also a downward trend of "counter traveler", one is Rui Xing, including the US stock market, and the other is the domestic market price of sports shoes.

"Now, it's fate. Who dares say what the market will look like?" for Nan Nan's shoe dealers, the shoe market in the past few months has been like a recovering rocket, which has cooled down, and has fallen rapidly from the high point, while the market price of those AJ1 silk black toes is still starting from "1", but the number is less than the original one.

In the second half of last year, in the first half of the year, black toe color matching + Silk blessings, so that Air Jordan 1 Satin "Black Toe" WMNS was not officially sold, it was fired to the sky, many shoes circle big coffee also expressed "optimistic about the prospects of this pair of shoes".

"At the very beginning, the first shipment was probably around 8000 yuan. Nan Nan, who saw a good reaction in the early market, felt that this might be a pair of shoes at historical levels, so he began to stock up. However, what he did not expect is that after a brief peak, the black silk toe has never stopped falling. "I wanted to wait for the price increase, but the result has dropped to 6000."

Nan Nan, who did not believe in evil, chose to replenish the goods when he dropped to 4000 yuan. At that time, he thought that if he lost all his money, he could not gamble. "

However, it did not occur to me that it was a hundred year old global epidemic.

　　 Is the "shoe market" playing "culture" or "fried"?

Entering the 2020, many popular sneakers have fallen into the low price.

The head of Tencent's shoe trading platform, "hobbyhouse", told the krypton reporter: "because during this period, we have been doing various marketing and subsidies, although the price of sneakers has declined, it is still stable from the volume of transactions. However, the original plan is expected to have a burst of growth, which is now offset by the impact of the epidemic. "

In fact, turbulence is just a representation. Today, the downturn in the sports shoes market is that after the outbreak, consumers' attention to non essential necessities and the desire to buy quickly fade away.

Starting from commodities and taking off capital and flow, this model can summarize the most hot market in these decades. The shoe market is no exception.

With the continuous increase of purchasing power in today's society, after 95 and 00 of those who have pocket money and leisure time, they have entered the era of high material desire. Therefore, the pursuit of fashion and fashion beauty and shoes has become the current hot consumer area. In contrast, KOL and KOL have also become a bright new career.

Compared with the consumables such as cosmetics, the unique retention and re trading value of the shoes also make the market for shoes have a foundation for development.

According to statistics, in May 2019, the selling price of the main hot shoe in the domestic market increased by an average of over 100% compared with the official price. On August 19th, the total turnover of the 26 largest sports shoes in the domestic market exceeded 450 million yuan, exceeding the cumulative turnover of the new three boards on the same day.

All the data seemed to be thriving, but the sudden black swan in 2020 made it all fall. The knife that caused a brief panic in the epidemic has slashed the sports shoes market.

The Yeezy Boost 380 "Mist", which was sold abroad in February 29th, was originally favored by many players to lead the market to complete a small rebound, and the domestic market price doubled in a few days.

However, it is not possible to sell the product in public in less than a month, plus the lack of its own characteristics. The heat of these shoes has also declined rapidly, and it has fallen back to its original price in a few days.

OFF-WHITE x Air Jordan 5, which is also available at the end of February, is available in China. As the first generation works of OW x AJ5, we should make joint gimmicks with gimmicks, design, design, materials and materials.

After the official sale of NBA all star weekend this year, it was sold to tens of thousands of dollars in just a few days. And when the outbreak broke out, the shoes also fell and fell again after being sold at home.

In the domestic sale day, there are nearly 6000 of the market price, and now fell to 4000 map / SHOCK again in a few days.

The new crown pneumonia epidemic has forced China to face a long-term "economic epidemic". The end of the volume dividend and the weakening of material demand have made the price reduction the main theme of the shoe market in recent months.

At the same time, people will judge the future situation subjectively, so the price of the re purchase of sports shoes often comes from the psychological prediction of buyers.

In other words, a good pair of shoes must be a pair of shoes with stories. For example, the durable Air Jordan in the market for shoes, Jordan's incomparable charm and influence, is the strong marketing ability of Nike company.

As the first shoe developed by Nike after signing Jordan, AJ1's bold "Chicago red" color match ended the history of only black and white shoes on the court. It was banned by the NBA alliance but was sold unexpectedly. It became a legend with Jordan in the Chicago United Center arena in 1985. This historical precipitation is the root of Sneaker culture.

From the initial Nike company to pay every fine to Jordan for the league, the shoe became famous as "no wear". Air Jordan also moved from the ordinary sneakers to the fashionable product in the United States today.

But in fact, the domestic sports shoes market has been very bleak. The real event that changed people's perception of the shoes economy is the repetition of the Air Jordan 11 "Concord" in 2011.

The surge in prices caused by the shortage of supply makes people who get twice the profits from these shoes start to pay attention to the economic benefits of pilling shoes. In addition, the star Air Jordan 3 "Black Cement" and Air Jordan 6 "Bred" are popular, and the market for sports shoes has already begun to take shape. This wave of shoes shoes led by Air Jordan shoes has officially struck.

And then one of the most popular shoes in 2012 was Air Jordan 4. "Cavs", which has been called "Nicks" color matching shoes by many people, has become another representative topic. After several generations of AJ baptism, more and more "sports shoes enthusiasts" have sprung up. Shoes are no longer a hobby for a few people. People are paying more attention to their aesthetic value, and people will use it to pay attention to the story of their own shoes. To judge the advantages and disadvantages of a shoe by their own aesthetics, they selectively purchase their favorite shoes. The boom time of sports shoes has also begun.

As the most representative footwear in China, the emergence frequency and quantity of Air Jordan series are absolute hegemony on the two Sneaker Con this year.

When people make full use of available information, they can expect the price correctly. But as people gain more profits from their sneakers and more new players join in, their expectations start to be irrational.

And speculators' entry has made the sport shoes more and more financial, and gradually formed a market similar to the futures market.

　　 How big the bubble is and how ugly it is.

The trend is always in the hands of the few leading people. Therefore, "following the wind" has become an essential part, which is the meaning of the trend.

The influx of a large number of sports shoes fans makes the potential capital of the sports shoes market keep expanding. Meanwhile, the newly emerging fans can not clearly and rationally choose their own shoes, and at this time, prices become their "mentors". Speculators and emerging platform for shoes trading are also using people's psychology of conformity to plan one for them. The direction of action, so as to better sell their products.

Concord is still a typical case. Concord, which was re enacted in 2018, triggered a wave of shoe grabbing. However, it is interesting that, as Jordan's first comeback shoes in 1995, many of the "gamers" are not like the last time they were engraved, and more people loved this commemorative shoe because they had gone through Jordan's NBA age.

Nowadays, many buyers of Concord shoes are more concerned about the trend. In fact, Air Jordan herself understands this. In the 2018 version, the number of the back of the shoe was changed from No. 45 to No. 23, to know that this pair of shoes was originally the only version of the shoes that Jordan wore in 23 years.

However, when everything reaches its peak or its price far exceeds itself, it will eventually fall. Entering a sudden outbreak in 2020, pause button was put on the global market.

As mentioned earlier, the increase in the price of sneakers comes from the psychological prediction of consumers' prices. With the spread of the epidemic, the public's attention to this kind of non essential necessities and the desire to buy are greatly reduced.

Lost the favor of consumers, a large number of downstream dealers, that is, we often say that the shoe toe, the backlog of inventory in hand, resulting in poor capital turnover, some choose to reduce the price to deal with the withdrawal of funds, but also bite the teeth to replenish goods, pray for the epidemic to make a big profit.

Facts have proved that the former makes the market's prediction of the price of basketball shoes keep falling, resulting in the team's price going down all the way. The latter replenished the demand for oversupply, which was the biggest gimmick of the shoe market, limited money, to oversupply, resulting in a sharp drop in prices.

According to the latest earnings report of Nike, the stock value of Nike reached $5 billion 800 million, up 7% compared with the same period last year. Then, as the main brand of the sports shoes market, in order to clear inventory, it can also make the financial reports "good-looking" and gain more revenue in the primary market. Replenishment has become an important means.

We all know that things are scarce and expensive. The increase of the volume of the first class market has made the scarce shoes that are originally priced in the two tier market without market, and can even be bought at the original price in the official stores.

It is foreseeable that the impact of the epidemic will enable Nike to increase sales in the next period of time, and the limited production conditions will lead to a lot of scheduled shoe sales postponed or even smooth. At the same time, Nike is likely to adopt a more conservative marketing strategy due to various uncertainties caused by the epidemic, which means that the gimmicks of limited volume, mass production and repetition will be reduced.

In addition, sports shoes, which belong to the sports product attributes themselves, are aggravated by all the stops of the 2020 sports competitions. Lacking the traffic and exposure conditions of the competition, the special funds, joint names and commemorative funds used by major companies are meaningless. It is very unlikely that in 2020 there will be any shoes that are truly influential.

In essence, the sneaker culture is one of the most popular subcultures. At the same time, its physical and daily attributes determine that shoes can be carriers of more elements, personality and culture.

Although the bubble economy is a false prosperity phenomenon, but for the sports shoes culture, the bubble really promoted development at the moment, and brought more people into contact with it, and how to find their own survival rules in the bubble should be considered in the domestic sports shoes market.

"I love sneakers. I'm afraid he's over!"