Still dare to “rush”?
Editor’s note: This article is from WeChat public account Zinc Finance (ID:xincaijing), author Liu Jinyuan Ma Cheng, editor Ye Lili. Authorized to publish.
In a group called “Shoes together,” a newcomer took pictures of his own feet wearing AJ1 buckled orange. The group was in a state of utter disappointment, followed by a denunciation – “Would you wear such a expensive shoe on your feet?”
This exchange group has been added to people in various fields such as finance, currency, and shoe store owners. Their common topic is “scrubbing shoes.”
Chat records for the shoes group Respondents
“What are you doing tonight?” became a daily greeting. A wave of people is asking Dong to ask West to try to quickly become familiar with this emerging market.
“Yeezy 350, sold from 10,000 yuan, comes with bitcoin to make money cheats, and the value-added is very big.” A coin circle people get the spoils they just got.
When someone gets a response, they even throw the bitcoin balance directly. “Is it enough to get 100 bitcoins out of stock?”
“If you don’t know the shoes, you can enter this circle rashly, no matter how smooth you are in the currency, you will eventually become a leek.” The big shoes Vaka told Zinc Finance.
In 2019, the narrow sneaker circle suddenly became a capital carnival. “It’s like sitting on the K-line chart with a group of stock investors. Every day, the K-line is rising. At first, many people may remain calm, but there will be more and more people entering the game soon,” Kaka mentioned.
The threshold for the sneaker market is lower and anyone can become a scalper. The fans of the Sneaker culture have become profit-seeking speculators. In order to grab a pair of limited-edition models, it is no longer necessary to establish a difficult relationship in the queue. More new-inspired shoes will only fill the wallet. Staring at the K line, waiting for the shot.
8Around the 20th of the month, the price of all-platform sneakers has risen sharply. A large-volume, unpopular NIKE SB DUNK purple lobster price soared to 8,000 yuan +, many people in the industry can’t stand it, and they clamored for vicious shoes. But behind the scenes but the initiators have not been able to check. Shoes, dogs, oxen, sneakers and e-commerce and newcomers to all circles may become market spoilers.
The story about sneakers continues. “A pair of sneakers have changed hands, the price is getting higher and higher, but they are not worn on the feet. This is not normal.” Sneakers V Zettaranc (aka Z Ge) on Zinc Finance Sigh, “The shoe market is going to collapse, sooner or later.”
Barbarian Invasion
Senior shoes dog Zhao Zhao now operates a shoe store in Zibo. He told Zinc Finance Store that the monthly flow of water can reach 400,000-500,000 yuan.
A lot of people will come to him to consult the shoes, he will say no, or “you like it.”
Zhao Zhao sometimes sets up a test, and in his most prominent position in the store, he has a pair of sneakers worth more than 300,000. In some cases, he can use this to distinguish whether the person who consults is “understanding shoes”. People.
“They will definitely see the signature of Kobe Bryant in the store (zoom kobe 1 81 points off the double sign), and some people don’t even look at it, Kobe doesn’t know what shoes to cook. ?” Zhao Zhao mentioned.
Kobe Signature Recipients provided
The old players of the sneakers are not reluctant to “soil the shoes” rationally. They think this is “shoes to keep shoes.” The price of a pair of sneakers has already exceeded 1,000 yuan, and a pair of shoes can be sold to get enough new shoes. “This is almost everything that every sneaker player has experienced.” Sneakers Han Fei said.
” Ten years ago my salary was not enough to support my idea of buying two pairs of shoes a month.” He said, “I will go to the sale site to queue up for shoes (to get the shoes at the original price), even if it is not I like the color scheme, if it can resell and earn 500 yuan more, it is worth it for my favorite shoes.”
The professional sneaker platform such as poison and NICE has not appeared yet. The trading of sneakers is only a small-scale activity under the line. The premium of sneakers is also in the appropriate range. In many cases, the target of the transaction is the friends in the circle.
A lot of people know each other because of their sneakers, waiting in line for the sneakers to sell, eating supper, chatting, andBe a good friend. NICE sneaker platform big v Wei Li remember, one winter AJ1 top3 black gold released, “everybody wears their favorite AJ shoes to line up, just like girls wearing their favorite clothes to go out together with a tea party, the scene is super cool.”
Now, there are young people in the queue who are young, and there are also aunts who are hired to line up.
The shoes are bought from the fans themselves, and they are “sauted” by the merchants. The emergence of this change, Han Fei believes that the famous singer and sneaker designer Kanye Omari West left Nike and started. Cooperation with Adidas.
“This is a demarcation point. After the cancellation of cooperation between Grandpa and Nike, the original Nike red coconut was raised by a limited amount, the price was raised from 12,000, and then immediately jumped to 25,000.” Single sneakers The huge profits have made many people see the opportunity for capital to operate shoes.
The influx of different players into this circle has also pushed the price of sneakers to a new level.
“For the real player, the biggest enemy is the ox.” This is the consensus between Han Fei and Zhao Zhao. The competition for shoes has become more and more fierce, and the number of conflicts between individuals and scalpers, oxen and oxen has increased. “It was originally a very good environment. Everyone can get what they like. Even if it is to raise the price, it will not be so powerful. Now it is being hyped by the oxen to this point.” Han Fei said.
Because the yellow cattle interfered with the market, the sneakers were once disputed. In Beijing, Shanghai, Nanjing, Hangzhou and other places, because the sneakers are lined up and the ox is ignored, the shoes often break out.
Han Fei encountered this kind of thing. He and his friend met the ox in a sneaker lottery. Han Fei lined up to the door of the Nike store. The clerk said that the shoes were not sent. Because they were all sold, he found that there were oxen to pick up the goods. They went up and questioned them. “There were seven or eight oxen at that time, and almost dried up.” Han Fei recalled. . The last sale was re-draw, but a large part of the shoes were still taken away by the cattle.
As the line lining up to draw shoes becomes more and more difficult, most sneaker players choose to buy balls in Taobao.shoe. The price of Taobao shoes is relatively transparent. Because of the competition between the shoes and shoes stores, it is more convenient to buy shoes. The original online shoe market has been transferred to Taobao.
However, the shoes fund group and the studio joined the online sneaker battle. Kaka, who already has more than 100,000 fans on a sneaker platform, recalls that when he first saw the studio shot, he was still stunned.
“In the summer of 2017, there was a pair of YEEZY 350 v2 zebras for replenishment. After the release, a group of people suddenly appeared, and all the 38.5 yards of the major Taobao stores were bought, resulting in no inventory on the whole platform. All Taobao The shop is looking for goods,” Kaka said.
This is the first time he has experienced the price of shoes due to monopoly.
Soon he found that monopoly prices are not difficult.
“Just take the most crazy pair of shoes in the first two weeks – AJ5 ice blue, the total market circulation is about 7,000 pairs, except for the upper foot and personal collection, there are probably four to five thousand pairs. At that time, the price of a pair was about 10,000, 5,000 pairs × 10,000, 50 million. The number of shoes and the number of yards, if you buy out a few yards, the market will judge the shoes are very popular, the price of shoes Will skyrocket, tens of millions of dollars can control the price.” Kaka explained.
AJ5 ice blue skyrocketing provided by respondents
A price record
Creating an explosion is a common trick for Nike. Previously, Nike Air Mag relied on the “Back to the Future 2” movie, charity auction, automatic shoe technology, and the global 13 double-limit four-fold publicity, which was sold in Hong Kong at a price of 810,000 yuan.
Z brother believes that China is now the market with the highest price of shoes in the world, which means that although companies such as Nike are using the limited edition to increase prices, more factors are artificial speculation and control.
In the beginning, the practice of shoe sellers was relatively simple. You can get more limited money by directly buying in the store, multi-person drawing, or overseas purchase, and then returning to the country to raise the price.
“Like anti-hook shoes. The market is hot, the public is highly loved, the volume is relatively small, and the price is easy to carry up. Many people will stare at this kind of shoes, even if only buy a dozen pairs of shoes, it will affect the price. Kaka told Zinc Finance.
At the end of August, sneaker fan Fan Jin and friend Liu Yuanding made a bet. In nearly 10 pairs of popular ball shoes, choose a pair of joint limited editionAJ 1 Retro high Off-White Chicago The Ten 1.0, if the price of this pair of shoes (42.5 yards) can exceed 70,000 in a week, Fan Jin can win a pair of high-top barbs and a pair in Liu Yuan’s hands. Silk black toes.
And if the price doesn’t exceed 70,000 in a week, friends can get AJ 1 Retro high Off-White Chicago The Ten 1.0 from Fan Jin. “Look, Liu Yuan lost, too conservative,” said one of their mutual friends.
This bet has just been gambled for three days, and the double-named AJ1 has completed a jump from $15,000 to $70,000.
The price is close to 70,000 on the third day
“Can you imagine what can be up to 20,000 a day? This is just a pair of shoes!” Liu Yuan was very upset. The high-top barb he started up rose to 20,000 yuan, and the black toe of silk rose to 10,000. Fives. However, before he became hot, he changed hands to Fan Jin. “Pain, even a friend can’t forgive.” Liu Yuan said half-jokingly.
Fan is also very excited to get such a good target. This pair of Chicago is the one who bought the lottery in London, purchased at the original price of 150 pounds, and presented a limited edition ow socks. In this way, Fan Jin now has at least a profit of more than 60,000 yuan because of these shoes.
AJ 1 Retro high Off-White Chicago The Ten 1.0
“II know that these shoes will go up, but I didn’t expect to go so fast. Fan Jin said with a smile, “I like this pair of shoes very much. I originally planned to collect it first. I have to match my clothes and then go to my feet. But if I go up to 90,000, I will sell it immediately.”
Fan Jin and Liu Yuan are very clear, they love shoes, but this love has a price, Fan Jin’s love for this pair of shoes, the price is 90,000 yuan.
Under such a large price change, the mainstream of the shoe market has changed from “shoes” to “smashed shoes.”
There are many stories circulating in the fried shoes. Some people drop out of school to queue up to buy shoes. Some people borrow small loans to sneak shoes on campus. Some people rely on fried shoes to buy a suite in Shanghai. More and more high prices are telling them to “rush”.
When athletes serve as referees’ platform
Shoes e-commerce is a key player in the market for used shoes.
Beginning in 2018, many sneaker e-commerce companies have entered the game or transformed from comprehensive e-commerce, including poison APP, NICE, stock, bullfighting, etc., attracting many fans and reducing the threshold of shoe trading.
At the beginning of 2019, Poison APP obtained the A+ round of financing of the well-known VC DST. After the investment, the valuation was as high as 1 billion US dollars, and it became a unicorn. This also allows capital to see the power of the shoe circle.
The emergence of the platform on the one hand regulates the frequent market order under the online and Taobao, and provides a more just environment; on the other hand, the identification, sharing and other links provided by the company also solve the pain points of the fans. .
Poison APP stands out because of a perfect identification system. It first launched the “first identification, then delivery” shopping process.
NICE, originally defined as “China Instagram”, was originally a trend content platform. After getting a lot of fans because of the nature of the content community, I began to focus on sneakers in 2018.
In Kaka’s view, the vertical platform breaks Taobao’s monopoly. The most fundamental reason is that it is friendly to retail investors. Shoe players only need a pair of shoes, no qualifications and margins, they can buy and sell on the platform freely, and settle immediately after sale. To do business on Taobao, it takes at least a time to run a Crown store to get customers.
“In the past two years, ordinary users have signed their own, bought shoes, do not know who to sell to, can only sell to the cattle. Now he can take home, sell on the platform, you can also choose to put aside after appreciation Sell it again.” Kaka believes that the platform gives users more choice.
Compared with traditional e-commerce platforms, sneakers are more close to the user in many details. For example, in the “poison”, the platform also serves as the role of identification and guarantee, reducing the risk of trading between the two parties. The NICE person in charge also mentioned in an interview with the media that sometimes the price of shoes is soaring after the buyer places an order, and some Taobao sellers will choose Not shipped, but shipments are mandatory on the NICE platform.
The exit of the sneaker Taobao shop did not contain too much loss. Many Taobao shop owners mentioned that many models of many stocks have been sold out recently. “Because there are many people who don’t understand to buy the unsalable ones.”
But for the sneakers, many old shoes and dogs are skeptical. On the one hand, they question the platform’s ability to sell genuine products, and on the other hand, they are disgusted with the platform’s commission.
On social platforms such as Weibo, most posts on platforms such as Poison and NICE are slamming fakes. In the previous “New Beijing News” article on the Putian high imitation sneakers, many merchants will sell a set of toxic APP appraisal books, anti-theft deductions, and boxes with the logo of the poisoned APP. With just a few dollars, you can “snap” most buyers.
Z brother is on the air
“Fake goods is a metaphysical. Buying fakes on the platform is even nowhere to be reasonable, because you go to the identification, the platform will say it is true.” Z brother mentioned.
He dislikes the platform including poison. At the same time of identification, his official sales are also sold. The price is higher than the market price. “It is equivalent to the platform not only to be a player but also a referee, but also to make a difference as an intermediary.”
Z brother counted a rise, a pair of 1000 shoes, give the poison app 9.5% service fee plus the postage sent to the headquarters for identification and sent to the buyer, before and after the premium of at least 150 yuan, for buyers and sellers It is not worthwhile to say.
In the view of Z, the root cause is supply and demand. “How many shoes are on the market, the number is clear. If there are more, it must be someone selling fakes. Recently mentioned on Weibo, the shoes Yeezy 350 is full of stars worldwide5000 pairs, but the sales of poison shows that it sold 5,658 pairs.
The head of a marketing department at NICE mentioned to Zinc Finance that the platform is under great pressure from public opinion and will not speak out under normal circumstances. Although the platform wants to make the sneaker market healthier, more people can buy favorite shoes on the platform instead of malicious shoes. But on the other hand, they want to maintain and discuss the heat.
NICE’s Prevention of Malicious Shoes Statement
“In fact, it is very contradictory. But once we find that the signs are wrong, the price soars too fast, it will still come out.” The above mentioned.
At present, in the ever-changing shoe market, changes in platform policies are likely to trigger an earthquake. For example, the new sneaker platform bullfighting first opened a guarantee pre-sale system (the sneakers can be ordered on the platform to reserve the required sneakers, while the platform guarantees the model, price, quantity and handling fee), free from the conventional meaning of physical transactions, triggered A centralized purchase. At the same time, there are also platforms that are ingenious, launching the deposit and flash purchase functions, but in fact, in order to promote the market of the fried shoes, to maximize the value of the shoes.
“Fish Shoes” Finance
The financial circle is an important force among many entertainers.
Initially, the concept of the “sneaker exchange” originated from the world’s most famous shoe platform, StockX. Similar to securities trading, they designed a scrolling screen to show the price fluctuations of various limited editions or worthy sneakers, and the price will be updated after each new transaction.
This model was not initially adopted by most domestic shoe sneakers. “We are more like a second-hand transfer station for Buddhists.” NICE people mentioned above.
However, as the sneaker index soars, many financial circles who are extremely sensitive to capital are eager to move. The K-line of the sneakers began to become a popular topic with the help of all parties. The “Fried Shoes” app has launched a market and real-time quote function. There are even selling platforms that have compiled three major indexes of “sautéed shoes” based on the 24-hour trading volume: AJ index, Nike index and Adidas index.
Sneakers can even be used as tokens. At the beginning of September, the “55 Exchange” of the digital currency exchange launched the ATO project of the Tide Pass, marking the token symbols and certification rules for models such as AJ1 Off-White White and AJ1 NFR Varsity Red. And COINEX, B