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For the toe, this is a good time.

Editor’s note: This article is from WeChat public account “short video staff” (ID :Viiideo), author Chen Yang, typesetting editor Jin Jinjin, producer Gu Gu.

With the increase in the popularity of the shoe market, the term “shoe head” has entered the mainstream vision from the niche culture circle.

The toe cap, a fanatic who is deeply fascinated by the sneaker culture. They are a group of people who like to enjoy shoes, collect or trade as a hobby or main business.

The English of the toe is “sneakerhead”. Strictly speaking, the toe cap culture originated in the United States in the 1970s, accompanied by the rapid rise of hip-hop culture. When 1985 gradually occupied the market and launched its Air Jordan products, the sneaker culture officially began to enter the public eye.

The Air Mag sneakers that appear in the movie “Back to the Future” are worth 10w+

The “toe” is also an identity recognition, representing the best in the trend culture, not only about the number of shoes you have, but also about your love and public influence. As early as 1985, the Jordan series was just released, and the price was as high as $65. It broke the hundred-dollar mark in just one year, which was an expensive expense for the youngest group of young people who chased the shoes at that time. Wearing a pair of Jordan, becoming a toe has also become a symbol of his social status and taste.

▲The Jordan series and the LeBron series have been sold at the following prices

According to the international market research company “TechSci Research”, the international shoe market reached US$58 billion in 2018 and is expected to maintain a CAGR of over 7% in the next few years, which will reach 2024. $88 billion.

With the popularity of trendy culture in China, the improvement of online e-commerce and the upgrading of offline stores, Chinese sneaker players continue to increase, and the toe caps on major video platforms are also empowered. Young “toe caps” They have more attention and become the guest of the trend circle activity.

This article will follow:

• Heads on social media

• Self-cultivation of the toe caps

• Bead Analysis: Content Composition, Advertiser and User Features

• Several pits where the shoe loop is easy to step on

Heads on social media

Compared with the “toe”, the young Sneakerheads in China are more willing to call themselves “shoes and dogs”, which is also a kind of cultural meaning and ridiculous meaning for them. For the real “shoes and dogs” In terms of hobbies, sneakers are an important part of life.

“Shoe Dog” is a personal autobiography of Nike founder Phil Knight, telling the hardship of the Nike brand from zero to one. In the book, Phil explains this word: “Shoe dogs were people who are themselves “To the making, selling, buying, or designing of shoes.” “Shoes and dogs are those who put themselves in the production, sale, and design of shoes.”

▲ “Shoe Dog” book cover

The 21-year-old “Beijing shoe ghost” is still studying in the United States. He is a toe that likes to buy shoes but not to wear them. In the vibrato, B station, Weibo and fast hand have a total of 2.11 million fans.

He started to touch the shoes from junior high school. In his own words, the shoes are his youth. Every video introducing the shoes can see him with a proud expression to explain the details and stories of the shoes. He is very passionate. The historical story and cultural value behind the shoes. He mentioned in the video that he would not wear out the shoes he really loves, just for collection. heThe first pair of Jordan was a Joe 13 that his uncle gave him. He especially loved it once and did not pass through.

In his video series “A-cone Grandma”, the lovely grandmother put on the scene of the most expensive and the most fashionable air mag to let young people talk about it.

▲ “Beijing shoes ghost” grandma on the foot Air Mag

Zheng Xingyang is another attitude toe. He has been a concert director. He has worked as a mediator for media organizations and has run a new media matrix in a media company. The media people have a total of 1.76 million fans on Weibo, B station, vibrato and fast hands.

When the well-known Japanese high street brand “undercover” was publicly insulted, Zheng Xingyang directly threw the two pairs of the brand’s co-branded shoes that appeared in his video into the trash can, and assured everyone that “I am assured that there is cleanliness, Never throw shoes in the trash.” Not only will he share experiences and suggestions, but he will also export values ​​to some controversial topics.

He believes that buying and selling fake shoes is personal freedom, but he must not be proud of it, because counterfeiting is the main reason for the destruction of the sneaker culture. “Sneakers have given us happiness and even changed us.”

25-year-old “Street Awe”, Vibrato + Weibo has 790,000 followers. He will showcase trend items in a street visit, often interviewing young people and seniors to see their attitudes and understanding of some expensive shoes and costumes.

Another 27-year-old blogger “My Tim” has lived in California for eight years and has been in contact with sneakers since the third day. He is a very hardcore sneaker blogger. In his video, he publicly appeals to fans not to wear Italian pirated supreme, or even ASSC, Ape, Vlone and other brands.

The 23-year-old “Shoes” is also a Netease musician, creating a lot of humor with a unique accent, and the funny story about shoes with mom and girlfriend is influenced by many people. welcome. “Big Monster” has a toe number, a hilarious number and a daily number in the vibrato. The humor gene is reflected in these three numbers, and the daily anecdote of the shoes and dogs is interpreted.

They are mostly young, mostly less than 30 years old. You can find something in common from them.

Self-cultivation of the toe cap

As a sneaker enthusiast, what basic skills do you need to advance to become a toe? We have summarized several elements:

1, capital reserve

The number of sneaker collections in the previous period is the basis of a sneakerhead. As a dog with a supply of shoes, at least how many pairs of shoes you have, you may not know, but we can know a little from the back of the shoe in the video.

In the video of Daren “Beijing shoes ghost”, you can see that the three walls of his bedroom are occupied by sneakers. He said in the video that there are not many 40 or 50 pairs of shoes in the United States, the main collections are in Beijing. The number of sneakers is not an objective measure of a toe, but as a sneaker kol, the sneakers are not as full of ordinary enthusiasm, and it feels uncomfortable. No matter which vibrating kol, we can spy on the sneaker wall behind him in the video.

2, sneaker culture, technology and star knowledge reserve

The real test of the sneakers is his understanding and reserve of the background knowledge of the sneakers. From NBA to stars to brands to designers and then to sneakers, sneakers kol should have a comprehensive understanding of this industry and even the industry, and require exporting into chapters. For example, you can tell the historical story behind a classic shoe and the first year of classic sneakers. The engravings are clear, and the composition of the sneakers, the technical materials involved, and the sense of the foot are all important aspects when introducing a sneaker.

“Beijing Shoes Ghost” once said that his favorite shoes are generally not worn, only collections, there are many toe caps are like this, attracting them is not to go out to brush the street, but the shoes Design, the story behind it and the meaning and value it represents.

3, willing to invest time and energy for love

There is also a key to the enthusiasm of the sneakers. The toe is a time-consuming and costly shoe. Whenever a pair of limited-edition shoes are on sale, there will be a long queue at the door of the shoe store in various parts of the world. Young people will wait at the door of the store from midnight. A shoe hobbyist will take a lot of time and effort for a pair of sneakers, not to mention a sneaker KOL.

About sneakerhead’s exaggerated emphasis on their shoes is a timeless stalk. As early as 1956, the famous guitar master Karpakins wrote a “blue suede shoes” warning people not to step on him. Blue velvet leather shoes, in Spike Lee’s movieIn the middle, the image of the black guy who was stepped on because of the new Jordan was also deeply rooted in the hearts of the people. For the boys who are keen on the shoes, the shoes represent their dignity and love, and they are things that cannot be trampled on. In the era of red traffic, a toe-headed blogger expresses his love for sneakers through exaggeration and ridiculous techniques, and can also arouse public curiosity or resonance.

The black man’s shoes in the movie “Be what you want” are stepped on by whites

4, resource channels, industry contacts and influence

As a sneaker, you must have the connections and influence that ordinary people don’t have. In the “Shoes Ghosts” sneaker collection, there are a pair of Nike boots that are not autographed by Kobe, which is not more than ten pairs in the world, and a pair of Jordan doubles that may be the only ones. Zheng Xingyang also received a pair from the sale in advance. Reebook global limited edition 1000 pairs of sneakers.

The pro-sign and limit shoes are mostly purchased from the second-hand trading market and shoe sellers. When they have enough traffic, the major brands should find their own. Sneaker Con, a sneaker event with a variety of friends and relatives, high-end customization and design samples, was held in the early stage. Various short video toe caps, such as aj chief and big monster, received officially valuable sneaker gifts and actively participated in this class. The exchange of sneakers in the circle is a way to accumulate connections and influence.

5, anti-counterfeiting ability, acumen to trend

What are the upcoming sneakers worth buying, which will cause the craze to be snapped up, which classic or unpopular models will pick up? A sneaker KOL will often be asked by fans about these issues. As the leader of the tidal shoe circle, it is necessary to output the correct information for fans and predict the trend.

This year is the first year of AJ and Air Force 1 hot, both of which are relatively long-lasting shoes. With the new design and the new joint sale, the original unpopular color has also received attention. Less toe caps and sneakers start crazy at the beginning of the sale, and around this release short videos, many of whichSome judgments of mistakes.

For example, AJ1 and Travis Scott’s joint shoes were snapped up once they were released. KOL, a sneaker, thinks that because of its large volume, it will cut prices after the heat drops, and advise fans to wait, but this shoe The price of the product has remained high after continued growth, and is currently priced at around 16,000 on an APP.

Since the popularity of sneaker culture, fake shoes have become a disaster, especially in China, where the ability to copy is very strong, there has been a continuous improvement to the difficult to distinguish true and false goods, even assembled with genuine parts and scraps. .

If you want to survive in the shoe circle, the ability to have no authentication will not work. Dealing with fake shoes and quickly recognizing it as the basic ability of a toe. In the video “I received fake Jordan”, an online shop sent a pair of Joe 12 to Qias for free. Qias found it in the process of recording the vlog. No error messages were provided to fans.

▲ YouTube’s 1.198 million subscription to QrewTV, the hottest video “I received fake Jordan” “Visit the million-dollar collection of Dubai’s 15-year-old toe”

toe analysis

▲ Part of the toe data on the vibrato and the number of advertisements and orders. Roughly estimated, some of the Daren’s advertising orders have exceeded one million

1, content composition

1)Introduction of the latest explosion/classic shoes

The performance of the toe cap and the fans are fascinated by the styles that are not available in the general channels (pro-sign, super-limited, relatives and friends), limited-edition + parity double-label video is also very tempting.

Nike, Air Jordan and Adidas Yeezy are the mainstream of the sneaker culture, but not limited to this, including the skateboard brand vans, canvas shoes Converse, Reebook, Newbalance, etc., and the national tide has gradually become an important part of Chinese sneaker culture. Ring, at the same time, some of the products of the national tideThe sea also reflects 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) Stalks understood by sneakers

I bought a new shoe and I don’t want to wear it. I have never worn it. I usually have a bad English but I am very fluent in English, but I am very fluent in walking. I am afraid that my shoes will be pleated. So I will stretch my feet, poor shoes and dogs to buy limited shoes. The difference in time, such as “excessive real” shoes and shoes is more likely to be loved by fans. In a playful and funny way, the stalks that are known to sneakers are interpreted.

The hot topic of the previous period, “Can I step on your AJ?” The sneakers have a strong reaction, and they all joked that the shoes are more important than their girlfriends.

In contrast, overseas is the same, many funny bloggers will shoot some paragraphs about sneakers. For example, a black guy bought a pack of paper towels, and each step took a piece of paper pad in the place where his new shoes were placed. In front of him there was a puddle to push the girlfriend down and step on the past, exaggeratingly acting as a fan of the sneakers and its Cultural madness.

3) Participate in shoe circle activities such as shop detection

The toe caps will show their ability to be a KOL in the video, and some toe will be a vlog of the process of participating in the circle and other activities.

4) Export your own attitudes and values

In the “70 after the stocks, 80 after the real estate, 90 after the speculation, after 00 fried shoes” widely spread the current moment, some people exchanged shoes for a suite, some fried shoes APP even launched the market and real-time The quotation function, “soil-fighting behavior” has become the focus of media controversy. How do the toe caps look at the behavior of fried shoes? How do “shoe heads” think about fried shoes? Someone outputs an attitude in the video:

In the face of today’s controversial speculation, Zheng Xingyang said that he did not participate, but gave his own understanding from a unique perspective: “Everyone is sold”
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▲ “My Tim,” screaming in the video that the shoe dealer is the chief culprit of a truly loved person who can’t buy a beloved item

2, advertiser characteristics

KOL’s “Care” video was captured by the national tide. Peak, Anta, Hongxing Erke, Xtep, Anta, 361, etc. are all common advertisers. Behind this is the steady growth of the proportion of domestic sneakers, which is about 1.5 times that of the overall sneaker market in 2018-2019.

The platform advertisers who often appear in KOL content are mostly “selling goods” and “poisoning”. Through the investigation of the sky, the tiger is the shareholder of Shanghai Apparel Information Technology Co., Ltd., which belongs to the poison APP. Since 2018, the sneaker trading and identification platform has more than doubled in monthly life. In 2019, the poisonous app has surpassed 8 million.

In addition, there are community-based apps for young people who are also eyeing the market for sneakers KOL. Many independent directors are also hanging in the product window of the toe and appear in the video content.

3, fan audience characteristics

According to the “2019 China Trend Consumption White Paper” released by the First Financial Business Data Center x, the sneaker market accounted for over 60% of the post-95 and post-00, and the growth rate of the group after 00 is the overall growth rate. Nearly four times, the male audience usually exceeds 70%. At the same time, the female audience’s consumption scale and per capita consumption growth are stable, and the growth rate exceeds that of men. The per capita consumption capacity has exceeded double-digit growth since 2018, and the post-90s is the main consumer.

After monitoring through a third-party data platform, the fans of the toe caps are mostly young people aged 18-25 and under 18, and the proportion of boys is around 70%.

Pit that is easy to step on the shoe loop

1, don’t know how to wear it and poke it out

QrewTV has had a video, grabbed a few “toe caps” on the sneakercon to do interviews, edited some fake shoes and news and asked them about their views, even claiming that there are toilet paper brands and supreme The joint name will be released, and the results are ridiculous. In addition to the suspicion and denial of information on individual toes, many young “toe caps” make comments and threaten to buy.

2, wearing fake shoes is exposed

The toe cap needs to know the shoes that are worn on your feet, and it has the ability to distinguish, and it can’t be clouded. There is a 76 on Instagram.The yeezybusta, the blogger of 30,000 fans, was exposed by the exposure of bloggers wearing fakes in posts and videos. The exposure included a number of well-known trends, even international stars, and had a negative impact on them. . Zheng Xingyang, a vibrating toe, has also been attacked by netizens wearing fake shoes. In the end, I denied this in the video. In order to avoid damage to the person, the toe must carefully check the shoes of each pair.

3, being spoofed with rhythm

The toe must have a firm position. The YouTube channel “Sumiiitup” randomly grabs passers-by and friends at the sneakers ceremony, lie that the shoes they just bought or are about to sell are fakes and give unwarranted reasons. Almost everyone believes in him and finally finds himself Spoof.

As a true toe, there must be discernment and a firm position, not influenced by public aesthetics.

For the toe cap, this is a good time.

With the short video boom and the booming of domestic products, senior sneakers have been given more attention and more possibilities, online platforms and offline stores are deeply aware of their potential flow value, shoes The heads do not need to sell sneakers and have the potential to achieve commercial conversion.

How to start with the platform, brand, and fans, and maintain a certain degree of independence, not for the short-term commercial interests, which determines how far the toe caps can go.