Out Of The Loop Shoes Market: A Generation Will Grow Old, But There Are Always Young People.

This summer, there is no doubt that the market for sports shoes is "going out", with its exaggerated high return on investment as a gimmick.

But when the outsider intentionally or unintentionally intruding into it, resistance, arrogance or even disdain is the shoe ring's impression on outsiders.

In September 6th, a reporter appeared in a shoe shop that ran for more than ten years. Zhang Tao, a shopkeeper, showed a clear rejection of the visitors. "Can I refuse to talk with you guys outside?"

The ten year old sneakers in the shoe market for nearly over 40 years old are also very despised for the enthusiasm of young people's fried shoes.

But the change did happen to young people.

　 Young people digging gold in the first pot

Wang Hao, a 22 year old college student in Changsha, joined the shoe queue last October. In less than a year, he said he had earned 3 million yuan.

Wang Hao's WeChat head is a cartoon character wearing a luxury brand. "My parents said I spent too much money on it. They didn't understand what I was doing. And to tell the truth, I have no common language with my classmates and former friends, but there are many rich two generations in WeChat's circle of friends.

Wang Hao sent his screenshot of Alipay's revenue this year, totaling more than 1000 yuan, amounting to about 30000000 yuan.

"Has no impact on schoolwork?" The times weekly reporter asked.

Wang Hao then sent pictures of himself in class, and his BMW keys were beside the economics textbook.

Jiang Jie, one of the top 211 universities in Guangzhou, is one year younger than Wang Hao. Collecting shoes from secondary school is just a hobby.

But the heat of the shoe circle made him eager to make a move. "Basically, I don't have the capital. I'm now crazy about finding someone to invest in me. With capital, I can earn tens of thousands of dollars in profits. Unfortunately, no one is willing to vote for me now." Jiang Jie told the times weekly reporter that his parents did not understand him and strongly opposed it, so they quarrelled three or four times. "They think I should go to the civil service."

Zhou Kai, a basketball shoe appraiser, kept taboo about the interview of the times weekly reporter. "Fake shoes" have become the sensitive words that the appraisers can not mention in their mouths.

Behind the rivers and lakes of the shoe circle, there are those who are opportunistic, who have leek leeks, and those who take the time to make fake ones, and those who do not forget their hearts.

　　 "Hooks go all the way."

In Wang Hao's mouth, in less than a year, he seemed to have spent several years.

Young Wang Hao has a business sense. Last year, he was still buying foreign cosmetics, and by chance, he entered the shoe circle in October. "At the beginning, you can make small profits and earn a few cents. At that time, there are tens of thousands of dollars in monthly income." Wang Hao said.

After that, Wang Hao began to work as an intermediate wholesaler. "At the most, the monthly profit is about seven hundred thousand yuan, and this year is no good. In August, it was only about one hundred thousand." Talking about the "sudden drop in income", Wang Hao sighed at the phone.

Although insiders say that income is decreasing, most outsiders still see the scenery of shoe circles. According to the statistics of sports shoes trading platform, in August 19th, in the top 100 of the sports shoes, the turnover of 26 hot items reached 450 million yuan, exceeding the turnover of 9431 new three boards on the same day. The word "fried shoes" quickly rushed to the micro-blog hotlist.

In addition, there are also suggestive contents of the stock market volatility, such as K-line, fluctuation and so on, on the nice merchandise details page of the shoe trading platform.

Behind the scenes, bubbles follow.

"This year's shoe market bubble is too exaggerated, the profit is only temporary surface phenomenon, more than half of the shoe dealers are in the profit and loss state, the remaining shoe dealers income in 2000 - 5000 yuan."

"Some college students make fried shoes, and they also owe 50 thousand or 100 thousand of their tuition fees. Shoes circles are not as simple as you think. If your brain is not flexible enough and your judgment is inaccurate, you can only be cut into leeks." Wang Hao, 22, talks about the story of a shoe ring, like a businessman who has been in the wind and waves for many years.

In the shoe trading platform, every day, updating the sneakers' financial diary on the spot is a microcosm of the failure of many fried shoes.

"Now some regret to enter the circle, less than a month has already lost 3000 yuan, I publish the market analysis you do not believe." In September 4th, Xiao Yang showed to the times weekly reporter that he bought five sports shoes and the situation of ups and downs, of which four shoes were all down 100 to 500 yuan.

"Hook is a reverse, ruin" is a phrase frequently mentioned in the shoe circle. When all kinds of people rush into the market, the shoes are no longer a representative of dreams. Even the myth of high profits can not avoid the existence of high-risk.

However, Jiang Jie's classmates in Guangzhou disagreed. In September 9th, he enthusiastically displayed his own pairs of "potential and slow hot" sneakers at WeChat to the times weekly reporter. "During the heat period, a pair of 8000 to 11000 yuan, a pair earn 5000 yuan is not a problem!"

But when the reporter inquired about the price of the two pairs of shoes at present, Jiang Jie sent a price screenshot of the trading platform, showing that the price was only 1800 to 1999 yuan in different sizes.

　 Stir fried shoes with fried coins.

In Wang Hao's view, the players who entered the circle earlier were lucky. "When I entered the circle, the investment amount was only 100 thousand yuan. After a friend's introduction, I knew the wholesale shoe dealers in Mexico and Losangeles, and I knew more than 100 customers. After three months, the customers increased to more than 3000. At that time, the sale of sneakers was particularly successful. The price of the shoes was reasonable and consumers could afford to pay.

"Last year, AJ1 was only about 3000 yuan, and this year this pair of shoes soared to tens of thousands of yuan." Wang Hao added.

It is true that on the nice shoe trading platform, a pair of OFF-WHITE * AJ1 joint names are different because of the different price of the shoes. The highest price is 59 thousand yuan, the lowest price is 10 thousand yuan, but the original selling price is only 1399 yuan. Comment area netizen ridicule says, put a little money again can buy a car.

StockX, the largest US shoe business platform, released data showing that in 2018, Nike's AJ brand accounted for 44% of the sales in the two class market of sports shoes, Nike brand (except AJ) accounted for 26%, Adidas brand accounted for 24%, and other brands carved up the remaining 6%.

Compared to the two tier market price, AJ, Nike and Adidas three brands premium 59%, 58%, 25% respectively. Among them, in 2018, the top three sales of 3 shoes AJ ONE, Adidas Yeezy, AJ THREE respectively premium 99%, 30%, 31%.

In fact, there is a more complicated factor behind the abnormal price of the shoes, which is stirring the whole shoe market.

"The market for sneakers began to bubble two months ago, and capital entered the field constantly. For example, a pair of shoes was 2000 yuan in August 28th. After making capital, the price could reach over 10000 yuan by the morning of August 29th, and those who received the highest price were cut" leek ", and these capital are the ultimate winners. At the end of the phone, Wang Hao was silent for a long time, then sighed repeatedly.

Wang Hao has no ability to change the status of capital admission, and no retail investor can do anything about it. "So I am observing recently."

In September 7th, Mr. Lee, who was close to the shoe market, told the times weekly reporter: "where the capital is hot, wherever it goes, they earn hot money. Even if it is not a cultural background or a promising industry, as long as it is hot enough now, some people dare to invest in it."

Many shoe circles describe the status of the industry to the times weekly reporter: under the predominance of sufficient funds, the banker quickly controls the whole shoe market, selectively raises the price of some shoes, and attracts retail investors to buy with them.

The platform of shoes trading platform even duplicates the stock market, compiling the shoe price K-line diagram, and the "three big indexes" of the fried shoes: AJ index, Nike index and Adidas index.

In June of this year, the 55 Digital Exchange announced that it would sell online shoes. The first open trading shoe product is the Jordan 1 Retro High Travis Scott, commonly known as "barbed" in the circle.

In August 26th, CoinEx, another digital money exchange, announced that it had launched a "seventy percent off snapping up Yeezy" campaign through official micro publishing. The first sentence in the posters was "fried coins and fried shoes" Manifesto.

Just like an old industry observer, Wang Hao predicted that the shoe ring foam would last for at least two to three years, and 80% of the incoming players were controlled by 5% of the makers. The remaining 15% old players would normally stay put, fried coins and real estate groups would see that the bubble caused the illusion of bonus.

　 "The appraisal circle is too chaotic."

At the beginning, Zhou Jiao, a shoe appraiser, was totally unwilling to be interviewed until the Times reporter said that he could be anonymous.

"Because there is no conclusive evidence for joint fraud, many people in circles are hearsay. The appraisal circle is too chaotic. I don't want to offend anyone." Zhou Kai reluctantly disclosed.

In fact, it is an open secret in the industry. Because of the limited number of shoes and the high price, it provides an opportunity for a large number of high imitation sneakers to enter the market.

Take the domestic APP as an example, in the column of poison APP service, the total number of identification is as high as 26 million 910 thousand, and nearly 20 shoe identification experts are on call at any time. Each appraiser has a maximum daily queue up to three thousand or four thousand people.

In September 8th, the times weekly reporter identified the client's identity as a consultant to the APP customer service staff. The latter said he needed to provide a complete and clear picture of the sneakers according to the requirements. Each time he sent the identification sticker, he charged 5 yuan. Reporters roughly estimated that each appraiser earned 10 million yuan per day.

"Similar to this kind of sneakers appraiser, what does he rely on to identify the true and false shoes?" Zhang Tao questioned the times weekly reporter. Now the surveyor on the market is only observing by the naked eye, and the authenticity needs to be considered.

"Many OEM factories are flagrant and fake. The identification of the shoes on the trading platform is completed by the appraiser, and the counterfeit factories and platform appraisers join hands, leading to the flow of counterfeit goods into the sports shoes market. These appraisers identified the fake shoes on the platform as true. When the fake commodities were sold out, they were identified as fake. Wang Hao said.

Zhou Kai also admitted that fake shoes can be produced, and there must be identification experts' participation and cooperation behind them. The counterfeit factory costs hundreds of thousands of dollars to let the appraiser guide how to make the shoes "real", because the criteria for identifying the sneakers are the same, so long as they avoid mistakes in detail, they can fish in troubled waters.

"But this kind of behavior is actually destroying shoes." Zhou Kai said.

Although many shoe trading platforms are being issued rules to ensure that the platform is authentic. But Wang Hao put it in a word, "in this circle, few of them really regard basketball shoes as beliefs, all in order to make money. As long as there are young people, sneakers will not stop."

The high profits make the shoes circle ship full of people with different intentions.

　 People who actively destroy shoes

Zhang Tao is worried about the destruction of his shoes. To this end, he asked buyers to take the initiative to "destroy shoes".

Zhang Tao's shoe store is located in an old residential building area in the central city of Guangzhou. It has opened shop for more than ten years and has gained considerable popularity in the industry.

Open the glass door of a shoe store, and the "23" sign light box hanging on the wall is printed. Zhang Tao said, "this is my idol's jersey number, and also the God of basketball, Michael. The number represented by Jordan. Then he pointed to the door. There was a character poster in the direction of his fingers. Was that Lebron? James.

"In my shop, there are a series of products of NIKE Jordan brand, besides shoes and different peripheral products, the price of shoes is not as high as the price of fried shoes." In September 6th, Zhang Tao told the times weekly reporter that there will be limited sales activities on the second day, so that we can see the enthusiasm of the shoe lovers.

Zhang Tao has held several sports shoes limited sales activities and exhibitions. In Zhang Tao's shop, there is a strange rule that the winner must wear a pair of sneakers to take a road to take it away.

Sneakers dirty, seems to be "destroy shoes", the actual is "shoes", in order to avoid shoemakers scrambled.

The next day, the times weekly reporter came to the stadium shoe shop. There were several rows of people in the quiet residential area, especially eye-catching. As temperatures continue to rise, the number of people is increasing.

"Today, a limited number of 5 sports shoes are on sale. A lot of people arrive in an hour ahead of schedule." A young man waiting in line said to the times weekly reporter. He wore the same shoes Nike Air Flightposite "China Hoop Dreams" on sale on his feet, he told reporters that wearing the same shoes can draw two stamps, and the probability of pumping will be great.

The original price of the sneakers is $1499, and the shoes are 1499 yuan in the limited sale activities held by Zhang Tao.

Zhang Tao, who had only agreed to accept ten minutes of interviews, talked with the times weekly reporter for more than 2 hours.

"The emergence of such trading platforms as poison and nice provides convenience for consumers to buy sneakers, but too capitalized and deliberately directed, making consumers lack accurate assessment of product value when buying." Small sneakers shop is also facing the impact of online business.

Zhang Tao grabbed a Nike sneaker in his shoe shop and told reporters that the pair of sneakers were launched in 1989. They are very old, but their texture and elasticity are no less than those of Nike in recent years. But on the poisoned APP, these shoes are drowned in the shoes sea, while Yeezy and AJ are equally high and popular in the prominent position of the platform's home page.

In his view, the story of buying these shoes is far more important than the price of the shoes themselves.

It is undeniable that the foundation of the sports shoes market comes from love.

For example, Jiang Jie, from the beginning, was a reward from his parents that he got good grades in his exams. "When you are in a depressed mood, you can get your shoes out and wipe them off."

Perhaps as Wang Hao said, "as long as there are young people, sneakers will not stop."