Sure enough, the Internet has no memory.
Less than six months have passed since the "Xinjiang Cotton" incident. A pair of Nike sneakers was fired for 30,000 yuan!
Recently, on a trading platform, Nike's imported sneakers "Lightning Barb" were actually fired up to a pair of 31,999 yuan, a 19-fold increase compared to the offer price.
It is understood that this sneaker was only released on July 29th. It was jointly named by musicians Travis Scott , Fragment Design Fujiwara Hiroshi and Nike Air Jordan. The reference price is 1599 yuan. .
Since its release, a shoe is hard to find. Players in the circle call it the "Shoe King of 2021". Nike "Lightning Barb" has high-cut and low-cut. The low-cut has been fired to more than 6,000 yuan, and the high-cut is more than 16,000 yuan.
is considered a high price in the eyes of ordinary people, but it still has a large number of loyal fans. Almost every one or two minutes, there is a pair of "Lightning Barbs" sold, and some of Nike's sneakers sell for more than 70,000, and some people are willing to spend money to buy them.
Behind this frenzy of buying new Nike sneakers, there are two incomprehensible points. One is that the Xinjiang cotton incident does not seem to have changed some people's views on Nike, and the other is that the trend of shoe speculation is still prevailing.
In the past, the United States was the world's number one cotton producer, but now, 20% to 30% of the world's raw cotton comes from China, and 80% of China's raw cotton comes from Xinjiang.
Earlier data show that since around 2000, China has replaced the United States as the world's number one cotton producer.
And research has found that one out of every five cotton clothes in the world is Xinjiang cotton.
So, in March this year, a conspiracy against Xinjiang cotton began.H&M took the lead in issuing false remarks against Xinjiang cotton, and Nike and other brands have followed up one after another. This shameless act of "holding up the bowl to eat and putting down the bowl to scold the mother" completely angered Chinese consumers.
The most intuitive result is that revenue plummeted. After the Xinjiang cotton incident, most Chinese consumers blacklisted these unfriendly foreign brands and turned to support domestic products. Domestic brands such as Li Ning, Anta , Hongxingerke , etc. rose rapidly.
In addition, when Henan suffered a severe flood not long ago, Hongxing Erke donated 50 million yuan in a low-key manner, directly letting the brand usher in the "second spring", netizens "wild consumption", from online live broadcast rooms to offline stores, basically They were all sold out.
Other domestic brands have also performed well. The industry believes that the change of Chinese sports brands seems to be overnight.
I thought that the spring of domestic products had arrived. Since the Xinjiang cotton incident, everyone will treat domestic products and foreign brands rationally. Unexpectedly, this wave of operations by Nike fans once again surprised people.
A few months ago, what was Nike's attitude towards China and Xinjiang cotton? Is it so easy to be forgiven?
"Fried shoes" also confuses outsiders who do not understand. Since the Xinjiang cotton incident, the style of fried shoes has spread to domestic brands. At the most exaggerated time, a pair of Li Ning Wade's Way 4 All-Star Silver White was fired. 48889 yuan, and the reference selling price of this shoe is 1499 yuan, an increase of more than 30 times. Now, Nike's new sneakers have also been fired at more than ten times the original price.
As early as October 2019, the Shanghai branch of the People's Bank of China issued a document reminding that the resale of domestic sneakers has "fried shoes fever", and the "fried shoes" platform is really a fancy capital game by drumming. Since then, sneaker trading platforms such as nice and poison have undergone many rectifications, but the shoe-frying trend has never stopped.
Some people say that every generation has different pursuits, those born in the 70s are speculating in stocks, those born in the 80s are speculating in real estate, those born in the 1980s are speculating in coins, and those born in 00 are speculating in shoes.
But seeing the most expensive pair of shoes in the world,It's still jaw-dropping-$17 million. It is said that Nike AirYeezy2 (RedOctober), sold online at a price of 17 million US dollars, which has exceeded 100 million yuan in RMB.
The reason why shoes can be "fried" is largely due to the brand. Some brands are always keen to engage in so-called limited editions and co-branded models, artificially creating scarcity, coupled with the endorsement of basketball superstars and many other stars, so that sneakers have become attitude and tasteful.
It seems that the more the joint model, the more individual it is. The rarer the sneaker, the more valuable it is. Many domestic celebrities also silently "push the flames" and expose a variety of limited edition sneakers.
The original niche sneaker culture, driven by various celebrities, has quickly become a hot topic after the fermentation of social networks. But is a pair of shoes really worth "frying"?
For most people, buying shoes is for wearing them, and for those who fry shoes, it is for “wearing for those who understand”. Perhaps they can accept that a pair of favorite shoes will be fired up to three or five thousand, but the amount they are willing to pay for a pair of shoes is limited. Once it exceeds, they will not consider it again.
So those shoes whose prices have increased tenfold or tenfold will eventually become a drumming game. Every player wants to take the opportunity to make a fortune and realize his dream of getting rich, but no one knows. When will the drum stop.
It is undeniable that the first batch of people who started to fry shoes should have made money, but then those who blindly followed suit in the market did not know how much they lost.
Sneakers are not like houses, food, gasoline, etc. The latter are just needed for life, and have value as a commodity. Whether they rise or fall sharply, the market price and its own value can generally be balanced. I'm not afraid that I won't be able to sell, but the sneakers are different.
After all, the reason why sneakers can be fired up is nothing more than huge profits. It is not ruled out that some people pursue sneakers to show off their wealth and superiority, but more people are taking risks in pursuit of super high profits.
The profit return of shoe-making is far higher than that of other industries. Marx once said that as soon as there is a proper profit, the capital will be bold. If it is 100% profit, it will dare to trample all the laws of the world.The maximum profit of frying shoes can even reach 1000%, no wonder some people can't refuse.
It’s just a pair of shoes, just be rational. Neither Nike nor Li Ning may be worth spending tens of thousands of dollars to chase. After all, it is only for wearing.
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