The Market For "Fried Shoes" Is Chaotic.

Things are scarce. Any scarce commodity, as long as it has the function of collecting, is easy to be speculated by the market.

At the same time, those who are unaware of blind admission are also easy to become "leek" harvested.

Recently, the industry survey revealed that, due to the lack of regulation in the industry, the barbarian growth of the "nice" and the poison APP on the sports shoes trading platform has led to the emergence of various kinds of chaos. On the other hand, there is also a phenomenon of yellowing on some shoe platform. Many businessmen and individual sellers only want to cut leeks.

After exchanging with the speculators in the shoe terrace, some secret secrets are gradually emerging.

Chaos is growing.

Nice APP is the main trading platform for sneakers. Nice official website claims that it has collected more than 200 thousand classic, limited and hot trend products from 80s to date. Users can trade these trend goods on nice. The platform has a professional identification center, which enables users to have more transactions and can understand the trend of commodity prices in real time and make users' trading price more transparent.

In actual investigation, we found that nice platform had no publicity. On the nice, not only the fried shoes are serious, but also the micro businesses are flooded, and there are a lot of businesses that specialize in selling goods. Even because of the lax supervision of the platform, there is a phenomenon of individual yellowing.

Open nice APP, the "hot" interface will recommend some hot shoes, mainly based on Nike's "AJ" brand. Each shoe shows pictures, clicks into it will have grass details page, there are many comments at the bottom, users can directly communicate with "sellers". This is very similar to Taobao, Jingdong and other electronic business platforms, directly linked to businesses.

A "pineapple head" user showed a lot of photos of his shoes, including AJ1, puma shoes, Nike and so on. He chatted with him randomly. Pineapple head said, "I am a sports shoe enthusiast, do not sell shoes, but occasionally buy shoes on the platform."

Then, a young girl named Sun Xiao (a pseudonym) said: "I don't sell shoes, I just like to buy shoes. I bought dozens of pairs of shoes. More than 300 photos of her album found that there are really many different styles of sneakers, and the prices are not cheap.

After many visits, there are many users on nice who like to share the shoes bought by individuals. They have strong social needs and hope to know some friends who love shoes too.

Of course, there are also many sellers who send some photos of tide shoes to attract potential customers, and then flow to other platforms for transactions. One of them, "denial of apple", said that he wanted to buy shoes, details can be added to micro signals. His circle of friends is a picture of shoes, and frequently pushed, which is obviously a common practice of micro dealers.

According to statistics, the sale date of Nike AV3905-038 shoes is February 8, 2019, and the official price is 1399 yuan. But when I consulted, the other party explicitly stated: "we sell the goods, the selling price is 480 yuan." This is obviously not consistent with the platform that nice claims to have a professional identification center.

On poison APP, the price of this shoe is between 20000-50000 yuan, and the price of different shoe codes is different. Obviously, there is obvious hype.

In addition to doing micro business, it also includes some businesses through the nice platform diversion, allowing users to buy shoes from their own Taobao stores.

On the nice platform, sellers can arbitrarily bid and sell as much as they want, as long as consumers are willing to buy, and there is no mechanism to measure prices. This is undoubtedly a disadvantage for buyers. Many goods are far higher than the market price, and the phenomenon of fried shoes is very serious.

In fact, nice founder Zhou's speech in public is even more doubting whether the company's values are Zhou Zheng. In May, Zhou first said in a live broadcast, "making money is a must, and who doesn't make money?" China's sneaker culture is not so healthy. Although our nice is a fried shoe platform, selling so many AJ and coconut, I believe our platform is responsible, but I do not think it is wrong.

Zhou believes that shoe dealers can make shoes market better, so they support shoe dealers. But this logic is not true in real life. For example, the existence of ticket traders during the Spring Festival has led to many people simply unable to buy train tickets and can only increase their purchase price.

For profit only

Poison APP is the main trend of single product trading platform. Open the poison APP, the recommended pages are mainly shoes, including some clothing, watches, digital and other categories.

I found that a AV3905-038 shoe on the platform price of more than 20 thousand yuan, different sizes at least several thousand yuan. In this regard, customer service said: "our side is the third party trading platform, commodity prices are sold by the seller bidding, not pricing by the platform. According to the different heat of the commodity, the Seller pricing is different. " And because the platform is two-way anonymous, it can not provide buyers with information about sellers.

In fact, the official selling price of this shoe is only 1000 yuan, and it has been fried to 20 times by speculators. Of course, the number of shoes fired dozens of times after all is a minority.

However, the recommended pages on the poisoned APP found a lot of tidal shoes priced at several thousand yuan, much higher than the market price, and showed that "thousands of people and tens of thousands of people pay".

Almost every shoe's details page will be featured by "featured", showing different users, similar to the buyers show on Tmall.

In order to understand the industrial chain of fried shoes, I visited a fried shoe friend Bai Bing (a pseudonym). Bai Bing said, "at present, there are only APP and nice in the fried shoes platform, and the poison APP is because the industry is doing relatively early, and there are many former star level appraisers in the field. The products sold by nice are cheaper, and the fees are not poisonous APP high."

According to Bai Bing recalls, when they used to fry their shoes, the above APP was pumped up to around 2.5%, and the delivery fees also need to be borne by themselves. Because poison APP sells shoes itself, it will be particularly exclusive. It is very strict with sellers on the platform. It is just a bone in the egg, and it does not want to be sold several times.

Poison APP will have a special backstage data center, will cooperate with some of the big players who turn to stir fry shoes, and form alliances with some tide shops. It is the cooperation between the platform and the big guys that has promoted the popularity of the fried shoes market. Some personal speculators seldom buy shoes on the poisoned APP and sell them again, because they believe in their own channels rather than poison APP.

Those who buy shoes on toxic APP are generally students and young people. On the one hand, they have less purchasing channels; on the other hand, they are guilty of vanity because they will think that buying shoes on toxic APP will be very meaningful, not for economic benefits or protection. For example, some net red, rich two generation, will buy thousands of shoes on the poison APP, and the actual official factory price is only several hundred thousand yuan.

"How can we guarantee the authenticity of the poison APP?" Bai Bing said: "poison APP is actually an alliance of its own, a third party organization that has been identified has started its own operation, and the truth is not all they has the final say. And for the general public, they simply don't know the true or false.

"The yeezy black angel, which was sold in the past period, for example, has about more than 20 thousand pairs worldwide. It has just been on sale, and the venom APP has sold more than 5000 pairs of products. Where does it come from? How can there be so many goods? It is not yet sold under our lines. The shops are selling many of Taobao's great God shops, which are likely to be fakes. Therefore, the more thorough the shoe industry is, the more terrible it will be and the great benefits.

There are many reasons why a pair of shoes of over 1000 yuan can be fry to tens of thousands, including limited rare products, big star goods, good design, special events, etc. For example, this year, a pair of AJ4 Raptors were sold for sale. The price was 1499 yuan, and the sale price was basically between 1700-1800. Then, in the seventh match of the eastern semifinal, the Raptors defeated 76 people, the price of the shoes reached 2600, and then the Dragon took the championship, and the shoes reached 4600. And this kind of shoes without core is of no special significance, no content, purely hype. When the big guys came out, the shoes went back to 2500 and 2300...

In addition, the reasons for the popularity of fried shoes include "draw lots". For example, the sale of a pair of shoes, including offline shops, lottery sales and online drawing lots, requires two of them, regardless of which one needs luck and luck. The number of people who draw lots online is generally small, while the offline draw is limited to the area and inconvenient, but if the buyer is near the shop, it is possible to win the lottery. Like some professional players and cattle, dozens of people will be hired to participate in the lottery. The more people they hire, the more likely they will smoke. For example, a Nike shop only allocated 100 pairs of goods, but there may be 2000 people who draw lots on that day.

Because shoes have the culture of shoes, they will have loyal groups.

Most of the shoes have been advertised before they are sold, and they have been introduced accordingly. Speculators can specify the next year in advance, buying a few pairs of shoes, which will be fire, and have the value of collection. If the middle volume shoes, several fried shoe chiefs combined to eat goods, hoarding goods, and so on, the market will be less and less, the price will gradually rise. In addition, sometimes there will be a star promotion, double the price, and speculators will start shipping again.

Excessive speculation will also make some brands pits. For example, yeezy, due to too many speculators and criticized by consumers, has led to the damage of brand reputation.

Consumers can buy through poison APP, and after the transaction, the platform gets a certain proportion of commission. The larger the volume of transactions on the platform, the more the APP will get.

At present, the poison APP is almost the largest platform in the two class shoes market. The advantage of poison APP lies mainly in its origin from tiger puff. It is the forerunner of domestic shoe identification and intermediate trading, and has the advantage of first mover. However, the disadvantages are also very obvious. The products purchased by users of poison APP have higher transaction charges. In addition, there will be a certain proportion of defective products in shoe factories, which is essential for buying and selling disputes.

In April 29th, APP announced that it had won the A+ round of financing. Today, the valuation of the trend trading platform has reached US $one billion. According to official data released by poison APP, by the end of June 2019, the number of male users on the platform was 60.06%, and that of women was 39.94%, of which 18-25 years old accounted for 58% of the total users.

In view of this, drug users on APP are mainly after 95, and the young group has become the main consumer of fashion products. Many 95, 00 after their birth with a golden key, the family economy is superior, they buy shoes, just like it, just like it, do not care about the price, this also boosts the market of active fried shoes.

Danger and opportunity

Things are scarce. The rise of the market for fried shoes was started by the limited edition of sports shoes. As a result of the limited sale, the supply and demand were unbalanced, and with the joint hype of the shoe platform and the big sellers, the price of the shoes was soaring, and some middlemen or individual sellers felt profitable, so they also started the business of sneakers.

And the shoe is just catering to the development of the times. Some groups prefer limited products, so as to meet their personalized needs.

Insiders said: "whether it is poison APP, nice, or YOHO goods, goods and other trading shoes platform, shouting exchanges or trading slogans, actually is to attract more sellers and buyers to enter, improve user activity and platform value."

With enough buyers and sellers, the platform can develop electricity providers, earn commission through transactions, and even provide advertising services.

On the whole, behind the popularity of the sports shoe market, it is mixed with the acquiescence and boost of trading platform, the desire of intermediaries, the demand of consumers for scarce products, thus driving up prices.

At the present stage, the problems faced by the shoe trading platform are: chaotic platforms, lack of supervision, hard to distinguish between true and false, asymmetric information between buyers and sellers, and even theft. If things go on like this, some consumers who really want to buy shoes will abandon these "fried shoes" platforms as the consumer's cognitive level increases.

These "fried shoes" platform at this stage should not be done to promote the popularity of shoe dealers, but to start from the self and ensure that the products on the platform are genuine products. At the same time, we should strengthen platform supervision, guide users to normal and reasonable exchanges and transactions, and promote healthy development.