Ten Fry Nine Deficit? Is This Shoe Fried "Buffett" Or "Leek"?

In 2019, a word "fried" ran through the entire shoe circle. A pair of shoes sold at a price of only 1000 yuan could be transferred to a price of up to 40 thousand yuan. A group of young people were fighting in the shoe circle with their dreams of being rich. People often say that "ten fry and nine losses" is a common phenomenon in investment. How much money did these young people earn in 2019? Are they the "Buffett" or "leek" of the shoes circle?

This young man's shoe collection geometry

Wang Xiaowei (a pseudonym) is a college student. He liked sports shoes when he was in middle school. He once collected many limited edition sports shoes. In a shoe exchange, some people bought his shoes at a high price. Through this transaction, he earned nearly 30 thousand yuan at a very young age. From then on, he often paid attention to the sale information of basketball shoes. After joining the University, he simply joined the queue to buy shoes. "All the sports shoes are limited, and some sneakers are also restricted to the area. If you can get the original price, you will make money." He thought so.

However, things are not going well. "So far I have lost money, probably losing 20 thousand yuan. Money is mainly borrowed from my classmates. Now I save part of my life from my parents, and I give them back to my classmates, probably in June. " He smiled bitterly to the China Commercial Daily reporter, said, "a lucky time does not mean that every time can be lucky, I heard some information revealed that Adidas's" black angel "to rise in price, so I bought five pairs, but finally did not rise in price, smashed the hands.

Not only students like Wang Xiaowei, sun Le, who has become a white-collar worker, has joined the team of fried shoes. "I belong to the category that only wants to be rich. Sun Le told the China Commercial Daily reporter: "many people are obsessed with sports shoes to carry out fried shoes. I have no obsession with sports shoes, just to make money. City life is very stressful, and it's hard to meet my material needs in the first tier cities just by salary. "

Unlike Wang Xiaowei, who had only tens of thousands of dollars in frying shoes, Sun Le prepared about 200 thousand yuan. "This is the money I'm looking for for my girlfriend. In the process of frying shoes, I admit that I have a gambling mentality, which is what I call "wealth and danger". But because I do not know the shoes, I only hear some news that which shoes are likely to rise in price and buy them at a high price. But later it did not succeed, only a small part of it was sold, and a large part of it could not be sold even at a very low price, such as Jordan's black and red Adidas's Coconut star. As a whole, we have lost 50 thousand yuan so far.

Then what kind of people can make money through fried shoes? When the China Commercial Daily reporter asked such questions to the above respondents, their answers were all clear: "someone must have made money, but I have never seen it." In their view, the group of people who came in early made money, and the amount was very large. They didn't earn money. They just had bad luck.

"If there is another opportunity, I will choose to sell the shoes, because this money is too easy, but I will be more sensible than before." Sun Le said. Wang Xiaowei said that he was really happy enough to collect his favorite sneakers and simply love his favorite things.

Shoe salesmen and brands are behind the scenes.

According to the China Commercial Daily reporter, such examples as Wang Xiaowei and Sun Le are not unusual. They have heard some so-called insider decisions and decided to gamble. So, in this round of wave of fried shoes, who is adding fuel to the flames?

A shoe trading platform shoe appraiser told the China Commercial Daily reporter that before the sale or at the initial stage of sale, some shoe dealers would launch water forces to seek shoes at high prices and create a false appearance of shoes. Then use the consumer's conformity psychology, follow the psychology to carry on the fried shoes.

It is understood that there are two types of shoemakers: one is to grab shoes through official channels, and to sell retail investors who make profit spreads in the market, such as Wang Xiaowei and Sun Le, and the other is a dealer who controls the market price by sweeping goods and pulling prices. The dealer must have a keen judgement of the market and aggravate the imbalance between supply and demand. In this hype system, sweeping goods is the key. Men's 40 yards -45 code, female's 36 yards -37.5 code, known as the "golden size", is the main object of the dealer's sweeps. The dealer only needs to buy one or two "golden sizes" to raise the price of the shoes and increase the price of other sizes so as to control the overall price.

China Daily News reporter also learned that the star demonstration effect will also promote the frenzy of fried shoes. According to reports, the stars on the program through the joint sneakers, second days in the domestic single product trading platform App (formerly known as poison App) on each pair can increase the price of about 1000 yuan.

Take Adidas's Yeezy (commonly known as coconut) series as an example, for many years, this series has always been the "Darling" of the sports shoes market. In 2015, the original price of yeezy for each pair of US $200 was basically stable at $900 in resale market, and the most expensive pair of shoes was above $1800 all the year round.

In addition, the limited sale strategy of branding also promoted the frenzy of frying shoes. In the view of Li Chengdong, an e-commerce strategy analyst, the key to price increases is limited. Fried shoes are similar to Moutai wines. Consumers are attracted by their scarcity.

It is reported that Nike and other brands can more accurately predict the demand for a product in the market, thus controlling the volume of new products on the market. They continue to create topics, fry the topics of these limited products, and then start changing colors to increase the volume of sales, so as to achieve the profit effect. In addition, fried shoes can create a scene of prosperity of shoe market, which has certain advantages for brand value shaping.

According to a report by the world-renowned third party data analysis agency AI media consulting, in 2019, the size of the global second-hand shoe market reached US $6 billion. Among them, the scale of China's second hand shoe resale market has exceeded 1 billion US dollars.

Getting rich overnight is just a myth.

With the help of shoe salesmen and brand players, many of the "small white" of the fried shoe circles are in a fog, so it is hard to see the real market demand and can only end in failure. And recently, "a college student has lost 2 million yuan because of his fried shoes, and has been told", and so on, so that shoe vendors and trading platforms have become a target of public criticism.

Last July, App issued a proposal calling for "shoes not to be fried" and rational consumption. App said that the majority of users, tide traders and traders should respect the culture of sneakers and stay away from speculation. App will optimize the platform governance and improve the payment mechanism to eliminate the speculation.

In August last year, App was also on the line with the new trading rules. The rules clearly stipulated the strict penalties for sellers of malicious fried shoes, and the compensatory measures to compensate the buyers' rights and interests.

In addition, people's Daily Overseas Edition, Xinhua news agency and other official media also made follow-up reports, calling on the society to build a rational market for sports shoes and trading environment.

Liu Liang, a clothing industry expert, told the China Commercial Daily reporter that any investment product has a common feature, that is, it can identify authenticity. However, at present, sports shoes on the market may be difficult to distinguish from genuine or fake ones.

Liu Liang said that the major sports brands are basically responsible for the design process, and the finished products are all produced by the foundries. Even the now fried Jordan series is commissioned to produce, which means that this product has the possibility of fraud, and it may be exactly the same as the genuine product. Brand counters do not provide identification services, and the qualification of some appraisers is also questionable. Therefore, a pair of shoes that are being touted may not be genuine products. They do not have the premium capability, nor the value of hype.

In addition, Liu Liang believes that the shoe circle is a niche market, and a niche market has suddenly become popular. Behind this, it may also be that the capital is being promoted, and at the same time, the network media is spreading very fast, and the scope of dissemination is very wide. Some young people have had the illusion that it is a good opportunity to take advantage of the opportunity. Once the capital is withdrawn and the bubble burst, these risks will eventually be borne by consumers who blindly follow suit.

"Getting rich overnight is just a myth." Liu Liang said, "for young people, a reasonable investment in financial management is OK, but should not follow the trend of speculation, especially when their own capital reserves are less, and the ability to resist risks is poor."