Fried Shoes Are Risky. Caution Is Needed For "Poison".

Recently, topics related to "fried shoes" have been put on micro-blog hot search. "A hundred million dollars for fried shoes", "a pair of shoes can be exchanged for 24 Suites in Beijing", and "inspirational stories" of "successful people" have attracted many netizens to start daydreaming about "millions of people up and down in a few minutes, climbing the peak of life".

Are fried shoes really as easy as making money?

"The risk of frying shoes is very high because the information that the retail investor and the dealer hold are asymmetric," he said. This leads to fried shoes now basically 10 people earn 2, 8 pay. This speculative market, no matter which market it is, is the loss of individual investors, the vast majority of them lose money, and a small portion of the capital of the trading market profits from behind. The foam of fried shoes will eventually be shattered.

Hunger marketing has nurtured two levels of basketball shoes.

In the two level market of the sports shoes in 2018, Nike's brand AJ accounted for 44% of the market share. Nike's other brands accounted for 26% of the market share and Adidas accounted for 24%, while the three top brands were 59%, 58% and 25% premium respectively in the two market.

Such a huge market share gives Nike the right to decide the rules of basketball shoes market.

It is reported that at the beginning, Nike used the star effect to get the public's attention by inviting NBA basketball superstars as spokesmen, giving free shoes to entertainment stars who like playing basketball. At the same time, the introduction of limited money, combined with lottery buying, restricted regional sale and other "gimmicks" to meet the new generation of differentiated consumer demand.

This has made more and more people rush to basketball shoes. A few days before the sale of basketball shoes, someone will camp in the store. On sale day, long queues of thousands of people are undoubtedly the best word of mouth publicity for brands.

The hunger marketing of Nike and other brands helped the emergence of the two level market of fried shoes.

It is understood that "poison APP" (hereinafter referred to as "poison") came from the largest sporting community tiger in China.

In 2014, tiger flapping online shopping website "identification network", not only daily push sports, trends, life, fashion and other aspects of online shopping information, and has identification experts to carry out the identification and examination of sports commodities. The transaction is completed by guiding consumers into Taobao stores.

In July 2015, the identification and sale platform "poison" was established based on the identification network.

At the beginning of its birth, the virus played an important role in the social functions of pictures. It provided an exchange platform for soccer fans all over the world and gradually became a gathering place for sports shoes enthusiasts. Later, the poisonous needle on the market situation of the spread of fake products on-line shoes appraisal function. Combined with the demand of consumers to purchase genuine products, the drug will then be introduced into the private sale of sneakers. Unlike the identification network, the virus follows the simplification of the way that consumers are directed to Taobao shops to buy sneakers directly on drugs. The process is as follows: buyers first place orders, sellers send goods to the platform, after identification and quality inspection, the goods are delivered to buyers again. Buyers confirm that after receiving the charges, they will deduct the fees and then give money to sellers. The platform only serves as the appraisal Party of the commodity, and gives the right of business to the user.

According to Xia Jiaxin, chief manager of Solestage, a sports shoe consignment shop, the footwear industry began to mature in 2015. A large number of people began to sell sports shoes, and the price of sports shoes began to increase.

Poison is the opportunity to seize the rise of the market.

In 2018, the tiger was invested in the angel's wheel. So far, tiger pat (Shanghai) culture communication Limited by Share Ltd has 15% stake in the company affiliated to Shanghai (Mdt InfoTech Ltd).

In January 2019, the drug received Pre-A investment from the capital, and the amount of financing was unknown.

In April 2019, the company received A round of financing and was invested by DST, with an estimated value of over US $1 billion.

Data show that the virus in 2018 GMV billion over the whole year. In March 2019, the monthly life of poison exceeded 1 million 400 thousand.

The market for fried shoes is no different from speculative market.

Fried shoes are a typical seller's market, and ordinary consumers can only be "cut leek".

The owner of a shoe store said, "I encourage fried shoes by myself, because this kind of tuition fee is much more than normal buying and selling. New people are easy to be misled and left and right, because their news is blocked, they can only buy some shoes from some media or people around them. There is no stable channel. So in fact, fried shoes are just like stocks. Bull market is making money, but we can probably grasp when to accept it, and ordinary consumers can not grasp it.

At the same time, the boss revealed that they did not need to queue up and Yaohao to buy shoes, because they had source of goods, and they began to pick up the goods half a month before the sale.

This leads to the limited number of basketball shoes issued by brand stores and flagship stores, which are much less scarce, which greatly reduces the probability of ordinary consumers signing and buying. In addition, many "cattle" will apply for multiple accounts and draw lots or hire lots to draw lots, and improve their success rate by virtue of their own technology, information and capital advantages. According to statistics, the average consumer's chance of signing is 1/6.

The lucky 1/6 people can sell the shoes at the moment they buy their shoes and sell them to the Yellow Cattle waiting for them outside the door. On the basis of the price of shoes, we get a better second-hand transaction price through oral price increase, and continue to increase the price on the basis of this transaction price. This is the fried shoes.

The different conditions of their own decide the difference of playing, and most of the individual businessmen take the quantity. The yellow cattle of the system are the real promoter of the fried shoes.

The shoe store owner said, "the price of a pair of shoes is one thousand yuan, which may cost more than 7 times. But if you calculate labor and warehouses, there will be other costs that will not earn so much. We basically sell shoes. Fried shoes are mostly done by people without stock. Others buy it, then he goes to the goods to earn the difference. The higher the price, the more money we make. This is a one-off deal. "

"We won't sell shoes bought from stores at the beginning, but let's put them on hold for a while. Then, through word-of-mouth publicity, the price of shoes will be raised collectively, but no one should play first. We will discuss how much we can raise the price of shoes in the group. If you put your shoes out in the market in advance, you will be excluded from the market and will not play with you next time. A cow said.

But these people can only be regarded as "carving tricks" compared with the platform's steady loss.

Taking poison as an example, it is understood that the current profit pattern is to take 9.5% of the seller's transaction price as the handling fee, and the identification fee for each time 5 yuan. Insiders say that a pair of limited price sports shoes will be sold on the market from 7-8 to 7-8 times. The transaction price of shoes is high, and the proportional charge will also rise. At the same time, the seller has already included the service charge in the pricing, all these two reasons have led to the continuous rise of the price of basketball shoes.

Fake shoes are still a pain in the market.

Expensive is not necessarily genuine.

In the past, Nike shoes processed in China accounted for 90% of its sales. Nowadays, with the increase of labor force prices in China, many processing factories are transferring to Southeast Asia, but the shoes produced by Chinese processing factories still account for 50% of the total.

According to reports, the "imitation shoes capital" made in Putian, the high imitation sports shoes occupy more than 90% of the country's market share. The spread of such a saying: 10 pairs of fake shoes in the domestic market, 9 pairs shipped from Putian; in every 3 pairs of Nike shoes around the world, there are a pair of imitation products from Putian.

Many workers who have worked in regular brand factories for many years have made fake footwear business by relying on their own technology and material sources, so some fake shoes are enough to be false.

In February 21st of this year, the virus was caught on suspicion of selling fake micro-blog hot search. Previously, the drug had been repeatedly complained because of the wrong identification of the shoes and the fake products sold. More users claimed that after the sale of counterfeit goods was discovered, the drug had tried to give users 300 yuan as a sealing fee.

In addition, some netizens said that the "YEEZY350 star" Global Limited 5000 pairs of shoes, but the sale of toxic APP showed that it sold 5658 pairs, of which there are many fakes.

There are more than ten appraisers. According to statistics, each appraiser can identify 500-2500 different commodities every day. At present, the number of commodities accumulated by the appraiser has reached more than 10 million. However, the feedback result of the appraisal is very simple. Only real or false words can not prove the expertise of the appraiser to some extent.

The market for noisy basketball shoes is doomed to cool down.

A Nike official revealed that in the early days, Nike basketball shoes sold a pair a month, now it is two or three pairs a week, which relieves the tension between supply and demand from the source. When we have introduced limited amount of sports shoes, the price of sneakers will be reduced due to oversupply or consumer fatigue. And shoes are not like house cars, fake imitation is very easy, and this has a great impact on authentic sales.

Based on this, financial analysts suggest that shoes are first consumables, which are different from stocks, index funds and so on. If your portfolio is full of shoes, then the risks they are going to bear are similar. Because the two level market of fried shoes depends on the hunger marketing of brands. Once the brand closes, the market for instant shoes will collapse instantly.

In the future, the development of basketball shoes industry is still optimistic by Nike. "The development prospect of the whole sports industry is very clear. The improvement of living standards of Chinese people will pay more attention to physical quality and quality of life. Sports meetings will increasingly enter everyday life of ordinary people. The State advocates that people should attach importance to basketball. Correspondingly, basketball shoes will have a growing and exploitable market.

In addition, she said that Nike would insist on hunger marketing before there was a better marketing tool. Everyone, are you ready to take over?