Behind The High Tide Shoes: Brand Dealers Are Behind The Scenes.

Xiao Jun (a pseudonym) has a special identity -- "fried shoe players".

In 2017, he hired 20 people to line up to buy a new shoe of AJ (Air Jordan) and set foot on the road of "fried shoes".

In two years, it earned nearly 300 thousand.

When the Beijing News reporter asked whether he had earned much money in "retail", Xiao Jun laughed and said nothing.

However, he disclosed that he had seen the flow of a banker, and entered hundreds of thousands of months.

AJ's popularity is just a microcosm of the shoe market as "Vanity Fair". Behind the sky price sneakers, brand players are behind the scenes.

Over the years, Nike, Adidas and other brands have stimulated the sports shoe market to flourish, and the whole shoe market has gone crazy.

Advanced road

It is difficult to pform shoes players, and earn nearly 300 thousand in two years.

Now the market is beginning to catch the popular saying: "middle-aged people are speculating on stocks and young people are making shoes."

Xiao Jun's early experience of shoe grabbing dates back to ten years ago.

At that time, he was still in his schooldays.

At 7 in the morning, I began to queue up in a shopping mall in Beijing.

At this time, many people at the scene were outside the shop.

"There were queues around four or five in the morning."

Before Jun Jun stepped into the game, he was "hard" to grab shoes. "Robbing shoes is really too difficult. The winning rate is poor, which is comparable to Yaohao.

If it's not organized, it's hard to win.

But at that time there was no place to buy shoes.

Those shoes are all sealed up, and I'm sorry about the test number. The user experience is particularly bad.

Since then, Jun began to buy shoes from shoe dealers, but because of the high premium rate and the real and false guarantee, he was once again hit the wall.

The success rate of the first class market is low, and it is not willing to buy shoes at a big price in the two tier market.

Robbing shoes is an activity that comes first and first served. For example, the coconut (Yeezy) that grabs Adidas in the past few years needs to make an appointment. After receiving the official information, it will really get the qualification to buy shoes in the physical store.

At that time, I mentioned a couple of pairs, and in addition to staying, several other pairs of shoes with a price of 1899 yuan were sold at the price of 700 yuan for WeChat friends circle.

Xiao Jun, who had tasted the sweetness, gradually found his way through the "expert advice" and began to hire people to line up for shoes.

In 2017, Jun hired 20 people to line up to buy a new AJ shoe and set foot on the road of "fried shoes".

A part-time job in the two years of "retail" made nearly 300 thousand.

In the fried shoes circle, the players are generally divided into two categories.

One is to grab shoes through official channels, and to sell retail investors who earn profit spreads in the market; the other is to sell the goods through a large number of sweeps, pulling prices, and so on.

Jun considers himself a "retail investor".

He told reporters that the shoe ring itself is an ecosystem composed of buying and selling, almost all of them play the dual role of buyers and sellers. "I am not a dealer yet.

For retail investors, starting selling shoes is "fighting for war", because they like sports shoes, but they are too expensive to buy, and buy more than one pair at a time to sell again, forming an unconsciously "shared economic form".

Jun claimed to have seen the whole process of the shoe market from "bear market" to "bull market". From the beginning, sneakers were quite small, and even in the eyes of many Chinese people, they still liked their suits.

At that time, although there was such a plain shoe worship, for example, the parents of the generation of white ball shoes, "but the market is very" bear ".

For example, he said, at that time, a pair of Lebron shoes sold at 1480 yuan were sold at a discount.

The divide took place in 2004.

This year, basketball star Jordan came to China with his red and black boots to promote his brand Air Jordan.

Since then, celebrity endorsements, fashion brands and other elements have arisen, and shoes have begun to enter the Chinese perspective.

In the past 15 years, according to the sales volume data disclosed by Tiger pits, Air Jordan 1 already had 815 matching colors, and the monthly sales volume was more than 60 thousand pairs. Only in April this year, the sales volume of Air Jordan 1 Low Black Red toe shoes had already exceeded 20 thousand pairs.

On the electronic business platform, the price of Air Jordan 1 black green orange patent leather has been as high as 29849 yuan.

Talking about the "business classics" of the fried shoes, Jun told the Beijing News reporters that the tide business is a fan business.

Coconut shoes were sold for 1899 yuan at that time, but they had even been fired to 20000 yuan through the star effect and fans economy.

The market price is 30% higher than the selling price. Some are even several times the original price.

In 2017, Adidas sold less than 2000 yuan of 350V2 white horse coconut, and the price rose rapidly to more than 10 thousand yuan in one week.

Nike's FF WHITE x Nike Blazer Mid rainbow color shoe sells at a price of no more than 899 yuan, but the price on Taobao has been as high as 8000 yuan.

Playing with "shoe market"

Online and offline spike kill, "fried shoes are like stocks."

Fanatical consumer demand has created two tier markets.

For fried shoe players, this has become a business, not just for sneakers.

Reporters interviewed a number of shoe lovers around, found that each person will basically install less than two or three mobile phones, dozens of dozens of shoes to buy APP.

Fried shoes players are online and offline double track shoes.

Online buying for robots, only need to input corresponding functions, you can grab shoes at the corresponding time points.

Whether it is IOS or Android, we need to break out of prison first, and the software function is fast robbery, of course, there is a chance problem.

You can grab 100 numbers at the same time.

Jun told reporters.

In contrast, under the line is the tactics of the human sea. "In November last year, a dealer hired 50 people and bought 21 pairs of shoes for almost a whole day.

According to the sale price at that time 1299 yuan, the market price 5600 yuan computation, a pair of shoes earned 4000 yuan.

Jun revealed that there is also a need for "hard background" to get the goods channel, that is, to know the manager or manager directly take the goods.

There are also first-class market and two tier market.

Fans have strong demand for the sale and collection of sports shoes, and the two tier market of resale shoes arises at the historic moment.

At the same time, the investment value of sports shoes is increasing day by day, and the shoe market which has the same financial investment function as the stock market has been gradually derived.

Jun said.

This point has been recognized by another Liu Shanshan, a fried shoe player.

Liu Shanshan started to touch shoes two years ago and has made nearly 200 thousand of his part-time jobs.

In his eyes, fried shoes and stocks do not have two kinds, they are sold at high price and low price.

If you sell shoes at a price of 1200 yuan, if they are more sought after, they will increase the price to buy them and sell them when the price is right.

But at the same time, like the stock market, the shoe market also has risks.

Liu Shanshan said that the shoe players are mainly judging whether a shoe is worth frying by their own value judgment system.

Generally speaking, it is all about watching a star passing through, whether it is a joint name, whether it looks good or not, and whether it is easy to match the clothes.

After all, there is no clear standard in the industry for how much the price of each pair of shoes is.

Over the years, Jun has devoted himself to Excavating "magic shoes".

"Fried shoes are like stocks. They must learn to dig for gold and find" magic stocks ". This is a test of the eyes of fried shoes.

This requires that the shoe makers will judge the market and purchase channels.

It is also necessary to store the time for shipment, usually for a period of time, until the volume is consumed almost enough.

Jun also looked at his eyes.

"Before, AJ1 black ash Shadow exploded.

The market forecast at that time was 4000 yuan, and the pre-sale was 3000 yuan.

I hired more than 10 men to grab shoes.

As a result, off white The Ten in the same period was particularly hot, resulting in the price of Shadow has not risen, the price is now more than 2000 yuan.

I can only sell it at a reduced price. "

Adidas star blessings, Nike limited to make gimmicks

Behind the sky price sneakers, brand dealers who smell business opportunities are behind the scenes.

An industry insider told the Beijing News reporter that the price of a pair of shoes with a price of less than 2000 yuan was pushed up to nearly ten thousand yuan, and that the star brought goods is the key point, and the relationship between supply and demand, that is, hunger marketing, is fundamental.

The reason why shoes are really on fire is the scarcity of shoes brand.

"You want to buy a limited edition lipstick, you can buy it on Taobao, but the shoe brand only sells specific styles in specific channels.

The lack of product channels, long queues after the release of new shoes, makes it almost impossible for players to buy sneakers at the original price in the primary market.

The industry said.

"Every time the new shoes are put on sale, the brand side will deliberately emphasize shipments. Once the market shows that the volume of goods is small, the price of the pre-sale can be several times higher than the original price.

Generally speaking, shipments below six digits are relatively scarce.

The sale price of brand shoe exploding brand has been maintained at around 1000 yuan, and there is an obvious premium space.

And "fried shoes" can create a scene of prosperity of the shoe market, which is good for brand value shaping.

Xiao Jun said that taking Yeezy Boost 350 Moonrock as an example, the global limit was 9000 pairs at the beginning, and only 81 pairs of Chinese official channels were allocated.

According to the StockX data of the American shoe business platform, in 2018, Nike's AJ brand accounted for 44% of the total sales of the two class sports shoes, Nike brand (excluding AJ) accounted for 26%, Adidas brand accounted for 24%, and other brands accounted for only 6%.

In 2018, the top three sales of AJ ONE, Adidas Yeezy and AJ THREE were 99%, 30% and 31% respectively.

Data show that Nike, especially the AJ series, occupies an absolute dominant position in the two tier market.

However, Adidas is also looking for opportunities to turn over at any time.

In 2013, Kanye West, a rap singer with nearly 25 million fans on social media twitter, went to Adidas at a price of 10 million dollars.

In the 2016 earnings conference, Adidas said that on March 17, 2016, Adidas sold 400 thousand pairs of Adidas NMD sneakers in the world, while Air Jordan 11 sold only 1 million pairs in December in 2015.

In fact, Kanye's Coconut shoes are well versed in the way of marketing.

For Adidas, Kanye West is both a spokesperson and a designer.

Its products are generally limited edition, and often sell quickly after speculation.

Boost 350, which was priced at $200, was sold out in an hour after its release.

"Kanye West is a master of social media hype," said Katy Lubin, director of communications at Lyst, a fashion search platform. "He used his personality and the exclusive mode of hunger marketing to create a brand of evil."

However, the "overlord" of the tide shoe market and Nike's AJ are also constantly creating topics.

The "no resale" of AJ1, which was not long ago, was cited as another successful marketing case for Nike.

"Through the limited amount of money, the topic of the product is fry, and then the color change is added to increase the volume of sale, so as to achieve the profit effect, which is one of Nike's most common means."

Jun said.

In addition to the limitation, regional restriction is also a marketing method commonly used by Nike.

Because the volume of sale is not very large and is only sold in designated areas, the limited sale is even more difficult.

In addition, the reporter noted that the star with goods is also the marketing focus of the shoe company.

According to Alibaba's "star consumption influence report" released last October, only last July to September, over 400 million people searched for "star money" on Taobao, with an average of more than 4 million 500 thousand searches per day.

Among them, the coconut shoe is hot, in addition to the limit, Kanye and his wife Kim Kardashian as a star's effect can not be underestimated.

Kim Kardashian often goes to the streets wearing new products. Kanye also recruited some social media opinion leaders and celebrities. He was snapped at the media by Kardashian, dressed in his new product, and then released to the social media.