"Fried Shoes" Warming Up, Who Is Pushing Hands?

With the increase of residents' income and the upgrading of consumption, various kinds of limited price brand shoes have attracted more and more people's attention and attention. For a long time, because of the marketing strategy of limited sale of sports shoes brand, some shoes as premium goods have a premium space in the market circulation, resulting in the business of "reselling limited ball shoes". Since the beginning of this year, "fried shoes" have been heating up all over the country. The trend of single product trading platform "poison APP" data show that in May, the hottest selling price of several shoe markets increased by more than 100% compared with the selling price, and the number of individual sneakers increased by 430%.

"Fried shoes" became a "big business".

At 7 in the morning, nearly 50 people lined up at the front of the store in front of a sports brand store in Beijing. Why do you queue up early in the summer heat because there are 10 pairs of shoes that are available at this store. "I came over at 5 in the morning. I hope I can get it this time." Xiao Liu, who was queuing up at the scene, said. At 10, a shop assistant sent a lottery code to each customer from the beginning. The clerk said, "getting the lottery code is only the first step. Not all people who get the number can buy shoes. Only those who win the lottery can buy them. As for whether they can win the lottery, it depends on luck."

At the same time, the shoe dealers at the scene bought the shoes they had just bought, and sold them immediately after they arrived. These hype are dynamic. For example, the famous basketball brand AIR JORDAN (short for "AJ"), made by American basketball star Michael Jordan, re engraved the basketball shoes Jordan's basketball shoes when she won the NBA1994-1995 season, "aj11 red and black time", which attracted a wave of fans' attention, and the prices of related products in the two tier market rose rapidly.

Wang Guanpu is a student of South China University of Technology. He also acts as a shoe dealer in his spare time. He has his own unique understanding of the phenomenon of "fried shoes" that is heating up day by day. "Now" fried shoes "are usually carried by some" big guys "in the shoes circle. They will build up a group to draw people together, so that dealers can concentrate their time to sweep the goods on the platform, and give others the illusion that the price of these shoes is going up now, so that others can start to follow suit. As a matter of fact, the "big guys" have plenty of stock in hand. They just sell the shoes they sell at high prices. The "rhythm" snapped up after two days, and the people who swept the shoe swept the market. Wang Guanpu said.

In Wang Guanpu and other "insiders", the risk of following the breeze is that they do not know whether the so-called "fried shoes" is the Bureau or the real takeover. "Most of the price of shoes in the market is determined by the real value of limit, joint name, hot spots on the stars and so on." He said.

Many people in the industry pointed out that the "limited shoes" that were fired were similar to those of the famous brand name list, which had both a certain use value and a value preservation function because of scarcity. In essence, "fried shoes" is a speculator's attempt to raise the market price to obtain excess profits by manipulating the limited edition shoe market.

Is it "vanity" or "complex"?

It is understood that at present, the "market price" of domestic limited shoes mainly comes from two or three large shoe trading platforms, but these platforms only have the functions of intermediaries, identification and so on. Most of the shoes sold on the platform come from retail investors and shoe dealers, and the prices are also given by these sellers. When a large amount of money flows into goods in a short period of time, it is easy for a shoe to see a rapid rise in price, which has led to a substantial increase in the price of shoes with "scarcity".

Yang Zhiduan, who studied at Tianjin University, is a sports shoe enthusiast. In his opinion, more people would like to know the culture of sneakers and their back is a good thing, but many people regard it as a tool for getting rich. "The most typical example is aj1, the price rises after the stars are on the feet, and shoe dealers are hoarding goods to make huge profits. I think a lot of sports shoes in the two tier market prices are unreasonable, has been out of the value of the shoes themselves, for example, the stars and the same brand, tide brand joint, just a little hype can sell sky high price. This also makes many people who really love the sports shoes culture can not buy their favorite sneakers. Yang Zhiduan said.

Because "fried shoes" do not affect the vast majority of people's normal consumption of shoes, people's understanding of the phenomenon of "fried shoes" is also different.

In the eyes of Mr. Zhai, 54, "fried shoes" are more like children's games. He said: "we can properly meet the needs of children, but we should also properly control them. Because the child's mentality is not yet mature, if connivance, it will form a child's vanity and psychological comparison. Children have what they like, so long as the economy is allowed and the market rules are acceptable.

Ms. Ren, who lives in Hebei, does not pay much attention to the speculation of daily products. She said that for the phenomenon of fried shoes, their consumption is mainly linked to the level of income, and will not participate in this kind of "fried shoes" activities.

Although for some people, "fried shoes" may be a hobby or a complex, but they feel that more people are following the trend and following the crowd mentality, and vanity is making trouble.

In the face of "fried shoes" is suspected of excessive "hunger marketing", the relevant businesses have also responded. For example, the flying Jordan brand says AJ officials do not want their shoes to be resold for stir frying, and the slogan "not for resale" is banned on the sold upper. CONVERSE, the famous American canvas shoe brand, also said: "CONVERSE has never participated in it and will never encourage any speculation. As for online speculation and offline distribution, we are all as surprised and distressed as you are. We have made serious communication with the relevant authorized dealers for the first time, canceling the queuing and drawing lots of non joint products, and strictly prohibiting all distribution.

"Shoes can not be fried", rational consumption

At present, there are many platforms for domestic shoe products, especially sports shoes online trading, besides "poison APP", as well as "nice", "bullfight" and "get". These platforms, which are positioned as "tidal brand authentication providers", have been developing rapidly in recent years, and have gained more and more attention from investors and businesses.

Data show that as of April 2019, the total penetration rate of the 4 mainstream brand authentication providers App in 25 and below users reached 11.3%, an increase of 3 times over the same period last year. In May 8th, the second-hand trading platform "transfer trading network" was also launched on the tide trading platform, "chuck APP", which officially entered the domestic shoe market.

However, in the face of the heated social debate aroused by the "stir up shoes", some trading platforms have begun to reflect, calling for rational and speculative speculation. Not long ago, the fashion lifestyle platform "poison APP" issued a proposal to oppose fried shoes. It emphasized that sneakers are one of the most important carriers for consumers to experience the trend culture. Consumers, traders and traders should rationally consume, respect the culture of sneakers, stay away from speculation and create a healthy trend of consumer market.

"APP", director of external communication, said: "we are opposed to fried shoes, and are committed to providing a trend of consumption scenarios." Zhaoyang To experience the trend culture is the way that young Internet users are yearning for a better life. "Poison APP" is upgrading and optimizing platform management measures, perfecting platform compensation mechanism, and so on, so as to prevent the behavior of shoes and protect the rights and interests of buyers and sellers. We also call on domestic and foreign counterparts to work together to optimize the shopping experience of the trend consumers.

Dong Dengxin, director of the Financial Certificate Research Institute of Wuhan University of Science and Technology, said that if the limited edition shoes sold by the manufacturers are sold, they are not sold as shoes, but are sold as collectibles, and their prices can be determined arbitrarily. However, as long as there is enough output, there should be no "fried shoes" situation. "High priced buyers may regard it as a showcase tool or a collection. But from the practical application, shoes have little value in addition to wear, so their collection value will not be too great in the long run. Dong Deng said that there are more substitutes for shoes and the gold content is not high. Hunger marketing in this field is of no real significance and is more of a show show.

Wan Zhe, a visiting researcher at Chongyang Finance Research Institute, Renmin University of China, believes that the price of sports shoes is related to the consumption ability of the masses. After all, in an open market, its price positioning has fully taken into account the needs and capabilities of users.

"We need to see the phenomenon of" fried shoes "and its partial rationality. As wealth owners become younger, some high-end goods and services will increasingly target young people. Young people are encouraged to spend money or invest in something they are more interested in. Of course, we do not advocate "fried shoes", but when individual consumers do have the economic strength to do this, they should also tolerate it. From the social level, we should pay more attention to whether there is speculation arbitrage, financial fraud or even illegal behavior behind this phenomenon. Wan zhe said.