The price of sneakers ~ Katja News

After 95 feet, stepping on hundreds of billions of big business

The business of sneakers seems to have exceeded people's imagination - shoes in China, with more than 150 billion market volume. All the sneakers and e-commerce companies are busy financing and expansion. The sneakers in the offline line are full of passengers and long queues. Under the hot market, the sneaker market has different depths and the price has risen. Nowadays, shoes have become a trend of cultural symbol and a new circle culture, and the shoe economy is inextricably linked with the young people's economy.

Trend culture has become the mainstream of consumer culture, and this culture is dominated by young people rather than white-collar workers. Sneakers are popular, cats and claws are hot, Uniqlo x KAWS's joint models are also mad, they are not only commodities but a cultural symbol, with more added value that young people are willing to pay for it.

Producers are also happy to push the boat. In recent years, Nike has paid more attention to marketing than ever before, and the density of shoes has also increased and tried to attach a story to each pair of shoes that can increase its price. Other sneaker companies have also found singers and stars to cross-border cooperation, and sneakers have quickly become "tidal products" - this trend has even affected luxury brands trying to win young people to increase sales.

The world is becoming younger, becoming more different than the commonality, and young people no longer use the aesthetics of culture to consume aesthetics and highlight individuality. This intergenerational change has happened many times, but this time China has also caught up. “For the first time in history, Chinese consumers have stood on the same starting line as consumers in developed countries around the world,” Zhou said.

Zhou Shou Middle School began to fall in love with sneakers. He also insisted on buying shoes at noon, and the university chose software engineering to do professional exchanges and transactions for the sneaker's website. After 20 years, he finally felt that he was waiting for the trend. A historic opportunity, "Timing is here."

At the time of Timing's arrival, Nice, founded by Zhou Shou, transformed from a photo sharing community to a shoe-based fashion resale platform. It was launched for 5 months and the monthly GMV of the platform exceeded 100 million. In June of this year, nicely completed tens of millions of dollars in the D round of financing.

Not only nice, but the entire track feels a strong “push back”.

QuestMobile's latest research in July found that: "The sports brand's design of tide shoes and limited sales models have spawned the investment in shoes, collections, online sales of shoes and the rise of identification platforms." Data from May 2019, sneaker platform The monthly active users of poison, nice, and goods, and Yoho! Buy is rising rapidly, all of which are above 3 million, and the monthly activity of the poison APP is nearly 8 million.

The giant is also close to this track. On June 6, the byte jump announced that it invested 1.26 billion yuan in Tiger Pound, holding 30% of shares, becoming the largest single financing since the establishment of Tiger Puff. The combination with Tiger Puff complements the layout of the headline in the sports field and expands the “straight-male economy” territory. The “poison” of Tiger Puff Investment is currently the mainstream in the country. The shoe-based resale platform is mainly for men and Trend consumer groups.

Foreign unicorns are now available, sneaker resale platform Stock X has become one of the fastest growing companies in Detroit and Michigan. In 2018, it completed a $40 million Series B round of financing in the winter, with a valuation close to $1 billion.

Yuan Luo Capital Zhang Luo told the investment network: "There is more than 150 billion market size for single-shoes, and there are more than 100 billion toys for toys. With the trend of clothing and other related fashion products, the market will be bigger, the future will be The annual growth rate is also very optimistic, it will be above 20%."

One, 95 after the tide

This is a market built from the bottom up. The earliest start of the sale of shoes, not a unique vision of business wizards, but ordinary young people.

When Zhou Shouzhong was in middle school, he knew that he wanted to attract attention. "The ball is well played, well learned, and handsome." He always has one, but he does not take it. For the first time, he feels that he is integrated into the group. In the center of the small circle, someone on the playground asked him what shoes he wore on his feet.

He is wearing Nike. At that time, a pair of Nike was 790, but at that time more than 20 years ago, Beijing's house prices were only around 2000. In order to buy shoes, he began to sell shoes, bought from eBay, and then to the hands of interested people in the country, "to suck and suck."

At that time, the Internet threshold was very high. The word “hai Tao” was not even invented. Until now, no matter whether information or transaction, there is no threshold, everyone has become a shoe dealer.

In the shoe rack of Longlong, which has been used for many years, there are more than 100 pairs of his collections. He will analyze the history, design inspiration and technology of a pair of shoes. The shoes are more than just a commodity: "Kobe's replica I will buy shoes because it is a feeling. Don't use the money to measure its value and what he brought to me."

But money is still very important. It makes this market based on feelings rather than rationality and has the power to survive for a long time.

The 20-year-old boy fell in love with the sneakers, and he couldn’t resist his enthusiasm. He began to specialize in sneakers and learned to fly his own shoes. The business of shoe dealers grew bigger and bigger, and his father simply mortgaged his house to support him. Last month, he sold nearly 6 million shoes and conservatively estimated that his monthly income exceeded 500,000. His relatives wanted to contribute their deposits to Norton

The price of sneakers is influenced by factors outside of many markets.

At the Oracle Arena, Leonard led the Toronto Raptors to defeat the Golden State Warriors with a 4:2 victory and won the NBA championship. He also won the Finals Most Valuable Player (FMVP). In the arena, the fans were so excited that they were crying. Outside the arena, the shoe dealers were also excited. A pair of sneakers AIR JORDAN 1 RETRO HIGH "PASS THE TORCH" jointly launched by AJ and star Leonard, soared on the day of the finals, the 10,000, 20,000, 30,000, 40.5 yards shoes once rose to 39,999 yuan. The original price of 1299 yuan shoes, turned 30 times, more fierce than the speculation.

Dragon will look down on these shoes, but he knows that the shoes will also not look good. But most people are scorning the middle of the chain: like the tide goods, buy them themselves, and sell them to the people. Unconsciously, it has become a new way of life.

The White Paper on Trend Culture Development in 2018 shows that consumers' awareness of trend brands has improved rapidly. The search fever of Q2 in 2018 is more than four times that of Q1 in 15 years. Luxury goods are no longer cold and began to show up like young consumers. LV and Supreme's 2017 autumn and winter series co-branded models received crazy pursuit, the price of the second-hand market has soared several times. Compared with the growth rate of 85% of the luxury goods after the 70s, the number of people after the 95% growth rate was 445%.

"Everyone is a hipster after the 95s," Zhou said that the proportion of users after the 95s on 95% of the users. Zhang Luo added that this generation redefines consumer behavior and people's understanding of customer unit price: "There are great changes in their repurchase rates and transaction frequency, subverting people's understanding of traditional e-commerce models. In the consumption of essential goods, the consumption habits after the 95s have not changed much, but in the individualized consumption, they are more willing to spend money. A young man who loves traveling or virtual idols will spend money on this place, while other places But it saves money."

Second, the trend of evolution

Young people chase the tide goods because it satisfies the subtle appeals of the heart.

How to attract people's attention? A pair of cool tidal shoes can be. The scarcity of the tide goods makes the person who owns it feel that there is a face. With the popularity of variety shows with trending elements, such as "This is street dance" and "China has hip hop", the shoes and clothes on the star's feet have become the object of chasing.

Trend culture also represents a sense of identity in a certain sense. Long Long told the caster that the people who watched the shoes looked from the bottom up. Look at the shoes and look at the face first: "Which shoes do you wear, you can see what kind of person he is." For example, at the shoe show On the top, wearing a pair of old-fashioned shoes that seem to be falling apart may be the old guns of the collection industry; wearing a pair of Jordan's replicas in 2008, the probability is a person who is full of feelings for that era; if you step on a pair of Peaks, most of them It is a sense of foot, do not care about the tide is not the trend, more to be comfortable; if you wear a pair of coconut 350, that eight achievements is an entry-level player.

Scarcity is the core of the tide brand. Zhou Shou found: "Limited has become a brand strategy, rather than a simple marketing tool, more and more brands regard it as a way to really make money, the most typical example is AJ." Scarcity will promote the resale of goods Pricing. The first price did not fully reflect the market price, and the secondary market of Chapin quietly rose. Different styles of fashion products are equivalent to different stocks, and price fluctuations occur with supply and demand.

The high-level gameplay of trend culture is creative self-expression. Its core is street art. "Fashion has corresponding words in foreign countries, but the trend is not, why?

He picked up a T-shirt: "This is a Tee in the early years of Supreme. There is no logo on it. The logo is the cover of Unknown Pleasures. The history behind it is a supreme tribute to the punk band Joy of the 70s. Division. Few people know today, but I like it because of itself."

After doing a lot of user behavior observations, the nice team found that consumers like AJ and coconut shoes. Everyone can't do this. It's too tasteless. We should Let everyone find more different things." But the data of the two days before the launch is very unsightly, after adjusting to the user's preferences, GMV has been greatly improved.

As a player, you have your own taste, and as a CEO, you must be more tolerant. For the relationship between the trend and the self, it also takes time to evolve.

Markets and industries also need to evolve.

The seaweed told the net to grab a pair of limited-edition shoes, sometimes you can earn thousands of dollars by hand, and the door of each brand store can often see hundreds of people queuing the landscape. At 3 am on June 30, an Adidas store in Hefei, Anhui Province, hundreds of consumers lined up to limit the number of sneakers. The scene was chaotic and was out of control. Some people fell to the ground and others shouted. The police shouted: "Who is picking up?" !"

The circle said that in the mighty team lined up by the offline brand stores, 300 of the 500 are his people. The online lottery seems to be fair and random, but in fact, there are traffickers. The head dealer can raise 10,000 numbers for the lottery, and 30 pairs of 100 pairs of shoes are sold to a dealer. In the circulation stage, the price fluctuations of some shoes are obviously maliciously operated, while the retail investors who follow the trend, some become the leek of others.

Fake shoes are also becoming more and more popular. Putian has the name of “Fake Shoes Capital”, and people familiar with the matter said: “The foundry of many shoe brands is in China. The people who make fake shoes are the same wave as the real shoes. Some fake shoes are not only fake but Going to the quality inspection center is in full compliance with the standard, even better than the quality of the real shoes. There is a saying in the ball circle. It is not a real shoe without spilling glue."

When the sneaker market was questioned, Zhou Shou believed that the sneaker platform was promoting transparency in the market through fake identification and suppression of malicious speculation: "I bought shoes and sold shoes for more than 20 years. From my perspective, I don't think this industry is It’s getting worse, I think it’s getting better. Because the original big sellers on the market, the original pricing is almost the big traders who have the final say, they earn a monopoly profit, and now the shoe dealer has become With 100,000 and 1 million, the market is more in line with the rules of the free market, which is more favorable for consumers."

Third, the same world, the same double AJ

Not only after China's 95s, but trend consumption has also become a global phenomenon.

Today, young people all over the world are chasing AJ. Long queues are often seen in front of brand stores in the UK, US, Japan, and China. These people who line up all night may come from different countries, speak different languages, have different beliefs, and they all have one thing in common - like the same shoes.

Zhou Shu feels that the gap between China and the world in consumption is gradually getting smaller, and the brand has also undergone major changes in the supply side, which has stimulated new imagination.

The popularity of the Internet and smartphones worldwide, the improvement of consumer power, and the diversification of brands are factors that tend to converge on trend consumption. Especially in the global radiation of the cultural end, young people from different countries and ethnic groups are discussing the NBA and watching the Marvel. The cultural symbols have transnational characteristics and affect people in all corners of the world.

At present, there is no mature secondary market in the world, which may be a big opportunity. In addition to the expansion category, nice is preparing to cut through Asia and seize Southeast Asia and Japan. Its ambition is to let the world's tide goods flow: "For example, a pair of shoes, has sold 5,000 in China, but only 500 dollars in the United States, There is a big price difference here, and the problem is not the information asymmetry, but the middle transaction efficiency is too low."

The new e-commerce platform that can be made global has yet to be verified, but young people who have not experienced famine, war and turmoil have come.

As Internet native residents, they skilly swept between the explosive information, have more money, want to be different, and eager to be seen and recognized. They are the natural supporters of the trend. As they grow up, the trend culture no longer needs to circle but will become the circle itself.

Source: (Katja News)

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