The shoe loop is risky and requires caution when entering the market.
Editor’s note: This article is from WeChat public account “Operation Research Society” (ID: U_quan), author of the Routine Editor.
A pair How expensive is the shoe?
At present, the most expensive shoe in the world is Air Yeezy2 (Red October), which is sold online for $17 million.
How much can the price of sneakers go up?
In 2017, Nike’s Air Jordan and international street brand OFF-WHITE collaborated. The sneakers named OFF-WHITE·Air Jordan 1 quickly rose from 1499 yuan to 12,000 yuan.
In 2018, Travis Scott and Air Jordan collaborated on a pair of sneakers priced at $1299. In a period of less than a month, the line rose to 8,000 yuan.
How much money can you make with fried shoes?
Jordan 4 Laser Limited worldwide 4 pairs, starting with 200,000 RMB, Selling price up to 500,000, profit up to 150%;
Undefeated✖️Air Jordan 4 sold 72 pairs in the year, 30,000 started 90,000 shots, profit is 200%, the current market value is 15-16 million;
Grandfather’s annual sales of shoes for $1 billion last year;
……
10 years ago, stocks, three years ago, speculation, today’s shoes, really not just talk about it.
Why can the sneakers be so expensive?
What is the problem of fried shoes?
Who is the beneficiary of the shoes?
Why can a shoe be so expensive?
This question can be answered in four simple words:
Supply is in short supply, and it is the result of both the supply side and the demand side.
1) Brand Hunger Marketing
If you ask who the “culprits” of soaring shoes are, The brand that always engages in hunger marketing is absolutely not allowed.
It can be seen at the beginning that the selling price of shoes is inversely proportional to the number of sales, and the price of limited single digits is basically several hundred thousand;
Pricing for a limited number of two digits is basically tens of thousands… The final price tends to rise several times.
For example, when the first pair of adidas in adidas came out in 2015, the first generation Yeezy Boost 750 only sold 9000 pairs. At the time, there were news that only adidas VIP users were eligible to purchase. The shoes were from $350. In the black market, it has been more than 10 times the price.
According to the truth, high price is a style of play, but small profits but quick turnover is also a style of play. Why can’t the brand add a little bit of production to make the price friendly? The profit is likely to be higher?
Because this is not a luxury pricing strategy, but a marketing strategy.
Every time the “bad mad” and “price soaring” are free exposures for the brand side.
So, whether it is Adi or Nike, while most of the shoes are in stock, there will be some styles that will make you “buy and not”.
2) Initial SNEAKERCulture
But then again, not every brand of every product hunger marketing, can make consumers snapped up, then why is the sneakers become the object of being fired?
This is about the origin of the sneakers – the SNEAKER culture.
The domestic SNEAKER culture was developed along with the rise of basketball and the popularity of the NBA.
SNEAKER can be easily understood as a sneaker collector. They like sneakers mainly because they love basketball or like a star. Such as Nike’s AJ
(AIR JORDAN)
The series is especially sought after because it is named after the most famous NBA star Michael Jordan.
Air Jordan Countdown Pack 11/12,Image from “Poison App” Public Number
In the early days, because of the high price, even the limited edition shoes can basically be bought, and they are generally not sold again after the purchase.
Therefore, although these people have the first batch of users in the country, they can only be regarded as a small group.
3) The rise of trend culture
If the SNEAKER culture is a product within the circle, then the rise of the domestic trend culture broke the original layer of the sneakers.
More and more young people like to show their attitudes by wearing them, have an independent spirit, and love the tide cards that incorporate elements such as basketball, hip hop, DJ, street dance, and skateboarding.
Sneakers can be said to be the finishing touch of their trend.
They have to follow a trend designer, such as the famous American rapper grandfather who created the “Yeezy Empire”.
(Kanye West)
Some are paying because a certain style is enough.