It costs 3000 yuan on the 11th and 2000 yuan on the 12th. Shoe enthusiast Huang Ke (pseudonym) wrote down the latest profit figures in his bookkeeping. This month, he made a big profit from the sale of a shoe called "barbed hook", but he said that he could sell only one pair at most. "Things are scarce, so I want to keep one pair for myself."
Huang Ke's "barb" is the Ir Jordan 1 Travis Scott shoes that Sneaker Heads (sneaker enthusiasts) are looking forward to. Since high school, Huangke has loved basketball culture, from watching basketball matches and paying attention to the shoes of basketball stars, to collecting such trendy shoes, and finally to reselling used shoes.
"Well, it's not a problem to earn tens of thousands of dollars a year, depending on how much you have in your hands." People like Huangke who like sneakers are growing up in Ningbo. At the same time, a group of second-hand sneakers are being reselled.
The boom of the shoe Market
Early in the morning, colleagues began to prepare for the day's work schedule. Wang Yang (pseudonym) set an alarm clock on his mobile phone, which was the online lottery day for the sale of NIKE's "Air Jordan 1 Travis Scott" shoes. "Prepare a few minutes in advance, enter your ID card number, mobile phone number, home address, payment method and other basic information in the dialog box, select the size you want, and submit it it as soon as the time arrives, hoping not to run with you this time." Wang Yang, who works in the bank, told reporters.
Although things went against his wishes, he was already used to it. "Beautiful color matching, or joint shoes, the rate of winning the lottery is comparable to that of buying a house, or even lower." Whenever there are new shoes on sale, Wang Yang will participate in the sale of lottery for the first time. "From the time I play with shoes to now, whether online or offline lottery nearly a hundred times, the winning rate is horrible, it can be said that one hand can count over."
For Sneaker Heads, each new shoe will have to go through one or two draws to buy after it is released, which on the other hand makes it almost impossible for these footwear enthusiasts to buy their favorite shoes in the primary market at the original price.
Coincidentally, Huang Ke also expressed great helplessness, because he always acted as a "running companion" role, and now many of his shoes in the shoe cabinet were purchased from third-party platforms and second-hand "shoe vendors". "There's no accurate calculation of how much it cost, but the value of a new BMW 3-Series is always there." Looking at a pile of shoes, Huang Ke told reporters, "Many people who don't understand think it's just shoes. Why are they so expensive? They don't understand shoes."
In the interview, the reporter found that each footwear enthusiast's mobile phone is equipped with a few two or three, many seven or eight apps related to the purchase of footwear, and pays attention to the Wechat public numbers of many shoe stores. "People gather firewood with a high flame, and the probability of one person is too low. Generally, I will mobilize colleagues and friends around me to help grab firewood and increase the probability of winning the lottery." Huang Ke said with a smile.
Things are so scarce that you can't buy them. So APP platforms such as "poison", "nice", "get" and so on began to join the battle, and the "secondary market" of sneakers came into being. Some people buy high-priced sneakers to wear, while others go with hedging investments.
Wang Yangxinnian's original price of 1299 yuan "inverted hook" shoes, sold for only 10 days, the market has fried to 8000 yuan, higher than the previous boom AJ 1 Office White. "The flesh hurts!" Wang Yang said. "These shoes are essentially commodities, but influenced by supply and demand, price rises and falls are natural," the head of a tidal shoe shop in Ningbo told reporters.
"Grabbing shoes is really too tired, the next second second is empty, less than the probability of winning the lottery. Now my mentality has been practiced, if it is not organized to grab, it is basically difficult to grab. Xiao Zhang, who is still at school, said that it would be more convenient for many fans to go to the secondary market for shoes.
Do you understand the pattern of shoelaces?
Houses are for living, not for frying; similarly, shoes are for wearing.
But in the eyes of shoe traders, shoes have been separated from their own use, and evolved into a way for them to get rich. This one-to-one business has become a kind of capital game.
"Not when leek harvested me before harvesting." Wang Yang said that the current market shoe vendors routine is very old-fashioned.
The first is preheating. Officials will announce the launch time, new product introduction and other information. Whether there is a well-known designer to cooperate with, or whether there is a joint name with the Tide Brand, is the most intuitive performance to see the value-added potential of a pair of shoes in the future.
Take Air Jordan 1 Travis Scott as an example. In October last year, Hip-Hop singer Travis Scott took the lead in exposing Jordan Brand's brand-new joint name Air Jordan 1 through Instagram, which aroused strong expectations in the market. The discussion under his Instagram account was even more heated, which shows how popular the pair of shoes are.
Officially released in April 2019, the new shoes were sold out in less than a minute after a surprise sale by Nike SNKRS on February 10. And this year's most anticipated AJ 1 also failed everyone's expectations, the price took off in a straight line, in the secondary market, the first batch of resale sources, the bid has exceeded 10,000 yuan.
"At this time, whether it is micro-blogging, posting bar, or micro-messaging group, is a high-priced voice, with @ a bunch of trading platforms for forwarding for lottery, resulting in a shoe difficult phenomenon." Wang Yang introduced.
After the preheating activity, it is the stage of shoe vendors'making momentum. "In the pre-sale period, some big households will bid up prices in various social groups. No matter whether they win or not, they will increase the price by thousands of yuan first to stir up the market and form a market of ten.
How to protect the rights and interests of the bloody market?
According to Highsnobiety, the world's second-hand sneaker market totals about $1 billion, but this figure does not cover all market transactions, and the actual total may be larger than that.
In addition, according to Nielsen's data, from 2015 to 2017, the consumption scale of China's Street tide market rose to 62%, 3.7 times faster than that of other countries.
Where there are rivers and lakes, there must be bloody storms.
Earlier, Yeezy Boost 350 V2 Zebra offline sale in Shanghai led to a large number of people fighting and shoe robbery incidents, and then Air Jordan 1 "BRED TOE" offline sale site "Boxing King" hit people on the microblog hot search. Huang Ke thinks, "The market of sneakers is very chaotic now, and the quality of shoemakers is also uneven."
In addition to the difficulty of snatching shoes, it is also difficult to defend rights after buying shoes.
Some netizens bought fake shoes on poisonous APP, and posted complaints were blocked. It is reported that the netizen bought a pair of nike air more liquid silver on the toxic app, and got the "get" app appraisal for the first time after receiving the goods. The appraisal result shows: false.
In this regard, the customer service of poisonous APP said that it did not recognize the identification results of other platforms. After that, the netizen took the shoes to poisonous APP and cargo identification platform for re-identification, and the results still showed false.
Similarly, Wang Yang encountered difficulties in defending his rights when he bought AJ1 "barbed hook".
As the original price was not available, he bought a pair of 43 size shoes on "nice" APP for 5455 yuan, but the nightmare began.
"After the delivery time, I didn't see the logistics information until I knew that the seller had stood up the pigeons." Referring to this matter, Wang Yang was furious. "On the 10th day of the sale, within a few hours, the price rose to more than 7,000 yuan. When the seller saw that the price was low, he simply did not deliver the goods and cancelled the order."
In this regard, "nice" APP customer service said that the platform needs to take into account the interests of both the seller and the buyer, and can not control the seller's real ideas, so it can only close the order and compensate the margin.
Wangyang, who is thirsty for shoes, buys them at a price of more than 7400 yuan, which can lead to another farce. "Mingming all shipped, but this time the seller temporarily changed his mind, because the price rose to more than 8000 yuan that night, and once again cancelled the shipment."
"Seeing the customer service reply like this, I was really angry. I paid all the money. Why did the shoemaker (seller) let me pay for his casual behavior?" Up to now, he can not understand the platform, which disregards the rights and interests of consumers.
Huang Ke told reporters that at present, the identification of "get" and "poison" platforms are all manual identification, lacking unified standards, and human-oriented subjective factors have a great impact, which will inevitably lead to deviations.
Professional appraisers generally look, touch, hear and other ways, there are also some differences, and the platform of the punishment mechanism, and many shoe vendors "not worth mentioning", "crime" cost is low, no credibility, which has caused the chaos of today's market.