Before the Xinjiang Cotton Incident, two pairs of AJ shoes can be bought for more than 3,000 yuan, but when the price of the shoes is spread to Li Ning, this price Can't afford it.
Speaking of the spread of shoe-fried shoe craze to national brands, the eleventh who played trendy shoes felt that this was a kind of hype. Because of the Xinjiang cotton incident, shoe dealers could not continue to fry big-brand shoes, so they played patriotism. The banner of bullying consumers, they are earning blood throughout the process.
"Sneakers have a wall and are comparable to a suite." When big-name sneakers such as AJ and Nike are fired to the sky-high price of tens of thousands of yuan, who would have thought that one day the craze for shoes would spread. National brands like Li Ning and Anta?
Because of the Xinjiang cotton incident, the popularity of Nike, Adidas and other brands dropped to a freezing point in China. (Click on the blue character to review the Xinjiang cotton article) When the voice of support for domestic products reached a climax, the shoe vendors took advantage of the loopholes. Some netizens posted pictures on Weibo. A pair of Anta Doraemon joint shoes soared from 499 yuan to 3699 yuan. However, the extent of Anta's price increase is not a big deal in front of Li Ning. The reference price of the Li Ning Wade Way 4 All-Star Silver Model is 1499 yuan, but the price is marked 48889 yuan, which is a 31-fold increase.
In this case, speculation shoes retail investor Ye Yi believes that the national brand shoes are a means of selling a pair of shoes with a price of 30,000 or 40,000 yuan.They just scanned these shoes and used them to raise the price. Basically no one would spend so much money on a pair of Wade shoes. The results displayed in the transaction record confirmed his judgment, and there was no recent purchase record on the Wade shoe page.
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strongspan1strong p5 Two pairs of AJ shoes, but when the turmoil of shoe speculation spreads to the national brand, this price may not even be able to buy a pair of Anta.
The transaction record of the Dewu App shows that a pair of 42.5 size Doraemon joint shoes sells for 4599 yuan. There are more than 9,000 recent purchase records, and many people buy Anta shoes for two. Three thousand yuan. During the Qingming holiday, Li-Ning offline stores in Beijing, Hangzhou and other regions all need to line up to enter, and stocks frequently appear out of stock.
Sina Finance reported that Li Ning's another 40-yard Wade's Way 7wow7 The Moment exceeds the limited edition shoes at a price of 10,889 yuan. There are 271 purchase data recently, and many people sold for around 7,000 or 8,000.
and netizens reported,The Li Ning retrospective series rose from 499 to 699 in half a month. Some users also said that many of Li Ning's shoes have recently increased in price. Li Ning's marshmallow sneakers have even risen from 1,319 yuan to 1,519 yuan in two days. In order to support domestic products, many shoe users have begun to transform from big brands to national brands, but now it seems that if domestic shoes continue to develop at this rate and range of price increases, they may not be able to play.
The shoe user switched to the national brand a long time ago, and he jokes: "After all, he started playing with shoes when he was a big one." My heart was greatly satisfied. Later, I felt that shoes were nothing more than an item to wear on the feet. They should pay attention to practicality. Moreover, there are many channels to buy domestic shoes, such as Taobao, Douyin, Shihuo, etc., and they are also easier to buy. If you insist on turning your shoes into decorations, on the one hand, you really like it, on the other hand you need financial resources, but now you are saving money on October.
Yeyi bluntly said that he bought shoes for comparison. He started playing with shoes in his third year of high school. At that time, wearing school uniforms all day, he could only make a fuss about shoes. Because of this, he was fascinated by sneaker culture. AJ and Yeezy are regulars he wears on his feet. He has bought three pairs of Yeezy350 series and three pairs of AJ11. He occasionally buys Li Ning. Yeyi thinks that domestic shoes are of good quality and the price is very affordable.
His transition from big-name shoes to national-brand shoes is more like a helpless act. As soon as Ye worked in a bank, he usually wears formal clothes and has no chance to wear his own shoes, so he turned to a practical country. brand. As the age grows, many senior shoe lovers are aware of the practicality problem, but “when it’s hard to stay as a teenager, there are always teenagers”, The industry of fried shoes will always have a stubble of leeks that cannot be cut. Savage growth.
However, Ye Yi said that he would not buy domestic shoes during this period, and wait until the price problem drops.
Regarding the current situation of Li Ning being fired to sky-high prices, Ye Yi said: "In fact, domestic shoes and imported shoes are similar in size. When there are more people buying, the industry chain will begin to cover, and it will naturally For this kind of bells and whistles, Li Ning did not have this kind of operation when Nike fired. We would think that Li Ning is very conscientious, the price is cheap, and there is no situation that shoes can’t be bought. Next Nike. ”
Speaking of the spread of the shoe-shoe craze to the national brand, 11th I think this is a kind of hype, because the Xinjiang cotton incident can’t continue to stir up shoes. Big-brand shoes bully consumers in the name of patriotism, and they earn money in the whole process. But things can definitely be resolved. After all, they are shoes produced in their own country. There are a large number of sources. The price of shoes will eventually fall back, otherwise everyone will have no shoes to wear.
Speaking of the difference between AJ and other big brands and national brands, Eleven said frankly: "In fact, if you don’t look at the appearance, I think more people will look at the big shoes. Until he wore a pair of AJ,You may feel that you are trendy and stylish. "Therefore, when he goes shopping on eleven, he wears AJ and Nike, but in terms of practicality, he wears Li Ning every time he plays, and he feels a little more comfortable.
Compared to eleven, Yeyi’s purchase of brand-name shoes is like pursuing symbolic and symbolic items, which is a deeper spiritual level of consumption. He buys shoes not only for wearing, but also for collecting and frying shoes to make money. It is his wish to have an AJ shoe wall. Yeyi sees the difference between national brand shoes and big brand shoes in this way, he said: "Li Ning's shoes were not limited before. If you buy a pair of Li Ning and walk on the street, you will suddenly see seven or eight pairs of shoes just like you. But once you buy a pair of big-name shoes, the whole street is only worn by you. This psychological experience is completely different. In fact, Nike's quality control is not particularly good. Compared with domestic shoes, they are almost the same. "_Span3span
And the price gap between national brand shoes and big brand shoes is so big, it is similar to the brand premium 3span _strong after all. Things are rare and expensive, and big-name shoes often launch limited editions for marketing. In this regard, Ye Yi has a deep experience. During college, in order to grab shoes, he would activate several brothers in the surrounding dormitories every time he draws lots and lotteries. Twenty people helped him to grab them together. After winning the draw, it would be very happy to be able to buy the shoes at the original price. Otherwise, consumers would have to increase the price through the second-hand shoe market. The experience was horrible, but there was no room for frying shoes. That's why it came into being.
strong48 strong48 strong48 p Stocks are not as good as shoes. "When this low-threshold, high-income shoe-shoes storm rises, everyone wants to take a share of the dividends of the times. When more and more people are sharing the soup, the risk of shoe-shopping is increasing.
Ye Yi’s purpose of frying shoes is very simple. He hopes to make money. His senior has become a myth of making millions of dollars by frying shoes during college. Yeyi remembers that the senior had bought half of the SF station at that time. The small warehouse next to the station was all the shoes he used to fry. When Ye saw it, his heart was itchy.
Yeyi remembers that in order to grab his beloved Yeezy shoes, he and his girlfriend set an alarm clock to reach the size, and then took the high-speed train from Taiyuan for more than an hour to the offline store in Shijiazhuang. He estimated that there were more than 500. People lined up at the door, and when the door opened, the crowd swarmed in instantly, and even the handrails of the escalator were almost squeezed, and there would be a trampling accident accidentally.
even if he and his girlfriend The speed of rushing in was very fast, but the girlfriend only grabbed the size 42 that neither of them could wear. Because this pair is a large number of men's sizes, when it changed hands, it was sold for an additional 200 yuan, and only earned back. The high-speed rail ticket money, and the second experience of frying shoes formally brought Ye Yi into this industry.
The big-name shoes can only be approximated in the provincial capital city. Yeyi only went to Jinan at that time. He went to university in Taiyuan. For this reason, he spent more than 6 hours in the car back and forth. In the end, he bought the high-priced sneakers for more than 1,900 yuan, and sold them for more than 4,000 after changing hands. He said: "The ticket cost more than 600 It’s so tired, and I’m very tired when I go in the morning and come back in the evening. "_Span3span
However,This time, he enjoyed the pleasure of making money and gradually moved closer to this road. But he said that he would not stock up a lot of goods like a senior, buying at most five or six pairs each time, he has always been a retail trader in shoes. In the four years of college, Yeyi earned 20,000 to 30,000 yuan from frying shoes. When the brand premium is particularly high, he can make money by selling the shoes he wears.
However, despite the fact that the national brand shoes have been fired to sky-high prices, Yeyi will not be able to sell national brand shoes. There will always be a solution in the end. He feels that except for Li Ning and Anta, the quality of other domestic shoes is very average.
Compared to Ye Yi, there are too many Buddhas on the 11th. When he saw the bonus of fried shoes, he once thought about making money by fried shoes, but due to busy work and other reasons, he just thought about it. , For fried shoes and leeks, eleven is just a lively picture, not too many ideas. According to his understanding of the game of frying shoes, shoe vendors are nothing more than taking advantage of the vanity of consumers. When new shoes are on sale, shoe vendors will find many people to snatch the shoes. After snatching the shoes, they will give everyone a few hundred dollars. If you resell it, the price will be 1000 or more higher.
In order to curb high-priced shoes from shoe vendors, the Dewu App launched the "shoes not to be fried" initiative in July 2019, and also proposed measures to prevent shoes from being fried. . The nice platform also added a 0.5% handling fee to merchants who canceled transactions multiple times within 30 minutes in August 2019 to prevent malicious shilling. But in essence, these two apps blur the boundaries between buyers and sellers, and they are undoubtedly powerful promoters of the shoe speculation campaign.
Whenever there is a big event, the increase in shoes will be particularly large, that kind of situation will have a price and a market. For example, when Kobe died, the price of shoes suddenly skyrocketed, and when Ronald, the head of the Raptors, changed the brand to sign, the Nike joint shoes instantly rose from more than 8,000 to more than 30,000.And someone will buy it.
The great thing about shoe dealers is that they can quickly capture business opportunities from emergencies, but if you want to play in the shoe industry, there are many hidden rules inside that everyone wants to rely When they realize financial freedom, it means that the moment when they can't make money has arrived.
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Under the circumstances, he would rather buy funds because it is safe. Although he has not experienced the risk of frying shoes, he can feel that the industry is perilous.
Speaking of how to fry shoes, Ye Yi concluded that fry shoes must be courageous and have sufficient funds. If there is no capital investment, it will be impossible to play. His senior with a monthly income of 1 million yuan initially invested 50,000 yuan in his family, and Ye invested 8 to 9,000 yuan, but he regretted something because of the limited funds.
Yeyi grabbed a pair of rare women's 36.5 ice blue Yeezy shoes in winter. The purchase price is 1899 yuan. Those shoes are relatively thin and suitable for summer wear. He wanted to wait for the summer to sell it and sell it at a good price, but at that time, the money in his hand was not enough, so he sold it directly on the nice platform and sold it at a price of about 2300. In June, the pair The number of shoes has risen to more than 5,000.
Afterwards,Yeyi reflected on himself like this, you can't worry about playing with shoes, you need to hold back. As for how to judge whether this pair of shoes will increase or decrease, the key is to cater to the market. Yeyi often browses Dewu App and some buyer reviews on the Nice platform, and also listens to the suggestions of friends around me. only needs a pair of shoes It’s not too strange to be long, the price will definitely rise, it’s just a matter of time.
In terms of grasping the audience’s psychology, Ye Yi said that if you are a professional shoe maker, there will be a special system to analyze, and he is dependent on his own control, but he can basically master shoes The price trend.
Having studied in the field of fried shoes for many years, Yeyi also discovered some industry insiders. The main channel supply of fried shoes is specialty stores. You can get the back portal when you know the clerk. Although he doesn’t know the clerk, he knows the security of the mall.
While other consumers are still waiting in line outside the door, Yeyi has already entered the store to take advantage. The security guard opened the door for him directly from the underground passage, and then pulled them upstairs and let them stay in the bathroom. When the store opened at 10 o'clock, the security guard released them at 9:50, and they naturally became the first group of people to grab shoes.
Speaking of the process of getting to know the security guard, Ye Yi smiled bitterly, "I'll give him money!" When he takes a few people, it is enough to give the security five hundred yuan, but if you take more than ten people, Will give him about one or two thousand. However, he also said that compared to those who professionally fry shoes, he is a small trick. Every time he takes forty or fifty pairs of goods, the people who smash in two or three hundred thousand will directly know the manager.The store manager may directly reserve the shoes for them. The largest Nike flagship store in Beijing has been exposed to such incidents. Later, the president personally issued a letter to expel the store manager.
In addition, there are also theories about hidden volume in the market. For example, when talking about a limited edition shoe, shoe vendors will claim that 60,000 pairs will be issued nationwide. In fact, there may be 90,000 pairs or more, and the price will be raised. However, there will be a discount in the later stage. If you buy too much at the time, you will inevitably lose money later.
There is also a routine for shoes to be sold at sky-high prices. The shoe vendors will specialize in a group, led by the boss. The big guys may come up with 100,000 to 200,000 cash, tell them what time tonight we will sweep the shoes together, and everyone will pay together and even buy out the inventory of the German goods. After the empty, the price on the shelf is the shoe dealers. Fixed monopoly price.
Yeyi believes that there are two psychological motives behind frying shoes. One is to make money, and the other is to get something for nothing. Compared with other things, making money in shoes is still too easy, but high Profiteering means high risk.
Yeezy had a pair of shoes before. When the first batch was sold, it was more than 10,000 pairs. Because of the scarcity, many people couldn't buy it. Later, I restocked it twice. The official Adidas also claimed that we reproduced it once, and as a result, the price of the new batch of goods was cut to more than 3,000. Later, when the replenishment was continued, it was directly cut to 2,000. At that time, people who spent more than 10,000 to buy a large amount of Yeezy lost money. know.
Looking at the changes in the fried shoe industry,Relatively few people joined the shoe market at the beginning, and the fewer people in the market, the more money they will make. But once everyone observes that this industry contains huge profits and jumps in, it means that the shoe market is saturated and no more money can be made.
After playing with shoes for so many years, Yeyi plans to gather a set of AJ1 to AJ34 series and build a shoe wall at home, and then he will not buy very expensive shoes or fry shoes. Up. He believes that we need to support domestic shoes, but not blindly. shoes are used to wear, can not be used as currency for speculation, this thing is a bubble after all, if it deviates from the consumption base, shoes are not valuable, in addition to wearing, shoes have no other value.
(at the request of interviewees, both Eleven and Yeyi are pseudonyms)
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