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Toe Shoes In Short Video Age: Millions Of Millions Of Dollars Can Be Made Without Selling Shoes.

2019/9/11 11:24:00 0

Toe Cap

With the increasing popularity of the shoe market, the word "toe" has entered the mainstream vision from the niche culture circle.

Toe cap, a fan who is fascinated by the culture of sneakers, is a group of people who admire shoes, collects or trades as hobbies or main businesses.

The English toe is "sneakerhead". Strictly speaking, the shoe toe culture originated in the United States in 70s, accompanied by the rapid rise of hip-hop culture. When NIKE gradually occupied the market and launched its Air Jordan products in 1985, the sneaker culture began to enter the public view.

"Toe" is also recognized as the leader in fashion culture, not only about the number of shoes, but also about its love and public influence. As early as the 1985 Jordan series was just released, the price was as high as 65 dollars, breaking through the hundred dollar mark in just one year, which was an expensive expense for the first group of young people who were chasing sneakers. Wearing a pair of Jordan and becoming a toe cap has also become a symbol of social status and taste.

According to the international market research company "TechSci Research", the international footwear market scale reached US $58 billion in 2018, and it is expected to maintain an annual compound growth rate of more than 7% over the next few years, or 88 billion US dollars in 2024.

With the popularity of the trend culture in China, the perfection of online business and the upgrading of offline stores, the number of Chinese shoe players continues to increase, and the toe heads of the major video platforms are also empowered. The young "toe" have more attention and become the top guests in the fashion circle.

This article will focus on:

Shoes that are active in social media.

The self-cultivation of shoes

Toe analysis: content composition, advertisers and user characteristics

Several holes in shoes ring easily trampled

Shoes that are active in social media.

Compared with the "toe", Chinese young Sneakerhead are more willing to call themselves "shoes dogs", which is also a form of cultural meaning and ridicule for them. For real shoes, shoes are more important than hobbies, which is an important part of life.

"Shoe dog" is the Autobiography of Nike founder Phil Nate, which tells the hardship of Nike brand from zero to one. In the book, Phil explains the word "Shoe dogs were people who devoted themselves wholly to the making, to,", "", "shoes and dogs are those who put themselves into the production, sale and design of shoes. "

The 21 year old "Beijing shoe ghosts" is still studying in the US. He is a shoe toe who likes to buy sneakers but does not wear them. There are 2 million 110 thousand fans in jitter, B station, micro-blog and fast hand.

He began to contact sneakers from junior high school. According to his own words, shoes are his youth. Every video of introducing sneakers shows him with a proud expression to explain the details and stories of shoes. He loves the historical story and cultural value behind his shoes very much. He said in the video that he really doesn't wear shoes that he really likes, just for collection. His first pair of Jordan was an uncle sent to Joe, 13, who did not pass in particular.

In his video series "grandma A", the lovely grandmother wears the most expensive and the most fashionable air MAG scene to delight young people.

Zheng Xingyang is another attitude toe shoe. He once worked as a concert director. He worked as a director of media organizations. He ran a new media matrix from media company. Now he has 1 million 760 thousand fans for himself, micro-blog, B station, jitter and fast hand.

When the famous Japanese high street brand "undercover" openly insulted China, Zheng Xingyang threw two pairs of shoes of the brand in his video and threw them into the trash can, and assured everyone that "I have a sense of cleanliness and I will never pick shoes in the garbage dump". He will not only share experience and suggestions, but also export values to some controversial topics.

He thinks that buying and selling fake shoes is personal freedom, but we must not be proud of it because counterfeiting is the main reason for the destruction of the culture of sneakers.

25 year old "street Wei", jitter + micro-blog has 790 thousand fans. He will show the fashion products through street visits. He will often interview some young people and elderly people to see their attitude and understanding of some expensive sports shoes and clothing.

Another 27 year old blogger, "my Tim son", lived in California for eight years and began to contact sneakers from junior three. He is a hardcore blogger and publicly appealed to fans not to wear Italy pirated supreme or even ASSC, Ape, Vlone and other brands in her own video.

The 23 year old "shoe school" is also a NetEase musician, creating a lot of humorous content with a unique accent. The funny story about shoes with mom and girlfriend is welcomed by many people. "Big monster" has a shoe number, a funny number and a daily number in the jitter, and the humorous gene is reflected in these three numbers, which shows the embarrassment of everyday shoes and dogs.

They are mostly young and generally less than 30 years old. You can find some similarities from them.

   Self cultivation of toe ends

As a sports shoe enthusiast, what basic skills do you need to qualify as a toe cap? We concluded several elements:

1, capital reserves

The collection of sports shoes is the basis of sneakerhead. It may be impossible to know how many pairs of shoes that a dog with a pair of shoes should have at least, but we can know a little from the shoe wall on one side of the shoe owner in the video.

In the video of the "Beijing shoe ghost", the three walls of his bedroom are occupied by sneakers. He said in the video that forty or fifty pairs of shoes in the United States are not many, and the main collections are in Beijing. The number of sports shoes is not an objective criterion to measure a toe, but as a sports shoes KOL, there are no ordinary sports fans. No matter which KOL is shaking, we can spy on the shoe wall behind him in the video.

2. Sports shoes culture, technology and knowledge reserves of stars.

The real test of KOL is his understanding and reserve of the cultural background knowledge of sneakers. From NBA to the star to the brand to the designer, then to the sneakers, the sneakers KOL must have a comprehensive understanding of the industry and even the industry, and ask for a lot of words. For example, we can tell a historical story behind a classic shoe, which can make the first anniversary of the classic shoes clear, as well as the composition of the sneakers, the technology materials and the sense of feet, which are important links in introducing a sports shoe.

"Beijing shoe ghosts" once said that his favorite sneakers are usually not worn. They only collect. There are many toe heads. This is what attracts them not to wear their feet on the streets, but the design of the shoes, the story behind them and the significance and value they represent.

3. Willing to devote time and energy to love.

It is also very important for the display of the love level of the shoes. Whenever a pair of limited shoes is on sale, there will be long lines at the door of the shoe store in every corner of the world. Young people are waiting at the store door in the middle of the night. A sports shoe enthusiast will spend a lot of time and energy on a pair of sneakers without considering the bumps. What about a sneaker KOL?

As to how to exaggerate their shoes, sneakerhead is an unobsolete peduncle. As early as in 1956, the famous guitarist Karl Perkins wrote a "blue suede shoes" warning people not to step on his blue velvet shoes. In Spike's Lee's movie "to do", the black guy's image of being pushed forward by the new Jordan was also deeply rooted in the hearts of the people. For boys who are keen on sports shoes, shoes represent their dignity and love, and can not be trampled on. In the era of net red traffic, a shoe toe blogger shows his love for Sneakers by exaggerating and playing tricks, and can also arouse public curiosity or sympathy.

4, resource channels, industry connections and influence.

As a big shoe player, you should have the connections and influence of ordinary people. In the collection of shoes for Beijing shoes, there are a pair of Kobe's Nike boots and ten pairs of Jordan double signed Joe five, which are known as the world's no more than two pairs. Zheng Xingyang also received a pair of sneakers from the Reebook World Limited 1000 pairs in advance.

Most of the pro signed and limit sports shoes are bought from the secondary market and shoe vendors. When they have enough traffic, the major brands should be able to find their own homes. A variety of family and friends limited, high-end customization and design samples were held. During the early stage of the Sneaker Con, all the short video toe heads, such as AJ director and monster, had received the most valuable gifts of the sports shoes.

5, the ability to identify fake and the sensitivity to trends.

What are the shoes that will be sold soon, which will cause craze for craze, which classic or cold money will get warmer? A sneaker KOL is often asked questions by fans. As the leader of the shoe circle, it is necessary to output the correct information and predict the trend for fans.

This year is the first year of AJ's first generation and Air Force 1. Both of them belong to the shoe type of the relatively old age. With the new design and new joint sales, the original color matching is also concerned. Many of the hobbyists and sports shoes enthusiasts start off at the beginning of the sale, and publish short videos around them. There are some mistakes in their judgement.

For example, the joint shoes of AJ1 and Travis Scott were stolen when they were put on sale. A sneaker KOL thought that because of the large volume of goods, they would reduce their prices after the heat went down, and suggested fans to start again. However, the price of these shoes remained high after the sustained growth. At present, the price of the shoes is priced at about sixteen thousand.

From the beginning of the popularity of sneakers, fake shoes have been overrun, especially in China, where duplicating ability is very strong. There has been continuous improvement of Putian goods that are hard to distinguish between genuine and fake products, and even assembled with genuine parts and leftover materials.

If you want to survive in the shoe circle, you will not get the ability to fake it. Dealing with fake shoes with high imitation and quick identification is the basic ability to be a toe cap. In the video "I received fake Jordan", a shop sent a pair of Joe 12 to Qias free, and Qias discovered in time that vlog did not provide error information for fans.

  Toe analysis

1. Content composition

1) the latest explosion / classic sneakers introduction

Show the strength of the toe and fans fascinated by the general channel are not able to get the style (pro sign, super limit, relatives and friends), limited + parity double label video is also very tempting.

Nike, Air Jordan and Adidas Yeezy are the mainstream culture of sneakers, but they are not limited to this. They also include skateboard brand vans, canvas shoes, CONVERSE, Reebook, Newbalance and so on. As a result, the tide of domestic goods has gradually become an important part of Chinese sneakers culture. At the same time, some sea products of the national tide have also been reflected well. The latest / classic sneakers and the story behind the sneakers, the relationship chain, the timeline and the product itself show the professionalism of the toe.

2) shoes shoes lovers understand the stem.

Buying new shoes is not going to wear, so it has never been worn, usually English is very poor, but sneakers are very fluent in English, walking in fear of shoes wrinkles, so the difference between walking on foot, poor shoes and dogs and rich shoe dogs when buying Limited sports shoes, and so on, "too real" shoes are more likely to be loved by fans. In a teasing and funny way, I can only interpret the peduncle as a shoe lover.

The hot topic of the past period "can I step on your AJ?" the fans of the sports shoes reflect strongly, and all jokes reflect that the shoes are more important than the girlfriends.

In the same way, many overseas bloggers will take some sneakers. For example, a black boy bought a packet of paper towels and took a piece of paper pad every time to put his new shoes on his feet. There was a puddle in front of him, pushing his girlfriend over and exaggerating as a lover's madness of his shoes and his culture.

3) take part in the shoe circle activities.

The toe heads will show their ability to act as KOL in video, and some toe ends will make vlog in the process of participating in activities such as shops and other circles.

4) export your attitude and values.

In the "70 after speculation, 80 after the real estate, 90 after speculation, 00 after fried shoes" widely circulated at the moment, some people through the fried shoes back to a suite, some fried shoes APP even launched the quotes and real-time quotes function, "fried shoes behavior" has become the focus of media controversy. How do shoe heads look at fried shoes? How do shoe heads look at fried shoes? Some people output their attitudes in the video:

2. Characteristics of advertisers

The "just rice" video of the toe KOL is occupied by the national tide. PEAK, Anta, Hongxing Erke, XTEP, Anta, 361 and so on are common advertisers. Behind this is the steady growth of the proportion of the consumption scale of national shoes, and the growth rate in the 2018-2019 years is about 1.5 times that of the overall sports shoes market.

The platform advertisers who often appear in KOL content are mostly "identify goods" and "poison". Through the investigation and search of the sky eye, tiger tiger is a shareholder of Shanghai APP, a Mdt InfoTech Ltd. Since 2018, the monthly growth of shoes trading and appraisal platform has increased to more than two times, and in 2019, App has been over 8 million.

In addition, APP, a community class targeting young people, is also marking the market for sneakers KOL. Many independent directors are also hanging on the toe shop window and appearing in video content.

3, fans audience characteristics

According to the 2019 China trend consumer white paper issued by X, the first financial and business data center, the proportion of the 95 and 00 of the sports shoes market is over 60%. After 00, the growth rate of the group in the market is nearly four times that of the overall growth rate. The male audience usually exceeds 70%. Meanwhile, the consumption scale of the female audience and the per capita consumption growth are stable, the growth rate is more than that of the men, and the per capita consumption capacity has increased by two digit since 2018.

A hole in which shoes can easily be trampled.

1, pretend to understand and be exposed.

QrewTV has had a video in which she grabbed several "toe ends" on the sneakercon of the sports shoes to do interviews, compiled some fake sneakers and news and asked them what they thought of it, even claimed that the joint name of the toilet paper brand and supreme would be released. The result was a laugh and a laugh.

2. Wearing fake shoes is exposed.

Toe shoes need to know the shoes on their feet and have the ability to distinguish. Instagram has a blogger named "yeezybusta" of 763 thousand fans, because the bloggers exposed to fake products in posts and videos have been exposed, including a wave of celebrities, even international stars, and have had a negative impact on them. Zheng Xingyang was also attacked by netizens for wearing fake shoes. In the end, I negated it in the video. In order to avoid being destroyed, the shoes must be carefully inspected for each pair of shoes.

3, being spoofed with rhythm

The toe must be firm. YouTube channel "Sumiiitup" randomly grabbed passers-by and friends at the shoe shoe Festival, telling them that the shoes they had just bought or prepared to sell were fake and gave unwarranted reasons. Almost all of them trusted him and finally found out that they had been spoofed.

As a real toe cap, we should have the ability of distinguishing and firm position, and not be influenced by popular aesthetic opinions.

This is a good era for toe ends.

With the rapid development of short video and the booming of a large number of domestic products, senior fans of the shoes have been given more attention and more possibilities. Online platforms and offline stores are well versed in their potential traffic value, and the toe heads need not sell their shoes and have the possibility of commercial transformation.

How to play the role of platform, brand and fans can maintain independence and not be wrapped up by short-term business interests. This determines how far the toe can go.

Source: short video staff Author: Chen Yang

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