Starting from 2019, with the influx of capital, China's sneaker market has shown an unprecedented prosperity. The entire shoe market has expanded rapidly, and even China's second-hand sneaker resale market has exceeded 1 billion US dollars ... Since then, a Noun-fried shoes.
Driven by a series of strange goods and irrational consumer psychology in the market, shoes have once become a "negative model", the relevant parties once stopped ...
In the opening year of 2020, under the spread of the epidemic, major sports events have been shut down one after another, and the development of the primary market of sneakers has slowed down. What is the status of the secondary market? Surging news reporters interviewed sports industry experts, sneaker enthusiasts and amateur shoe dealers to hear their feelings.
No obvious crash, the price of high-end shoes is "firm"
Before talking about the Chinese sneaker market, we must first clarify two concepts-the primary market and the secondary market.
The so-called primary market refers to Nike, Adidas and other brands as well as the official authorized or sale of stores, etc .; the secondary market is the source of sneakers mainly for users reselling second-hand sneakers and from the primary market New shoes purchased in.
Unlike the official retail price in the primary market, the price in the secondary market will fluctuate depending on factors such as purchase demand.
The obvious example is that in 2019, the secondary market is booming, and most of the shoes that have flowed into the secondary market have increased in price in different degrees-"In the first half of the year, the" Shoe King "AJ barb was fired to more than 10,000 pairs. In the second half of the year, the price of the joint white brand of Edison Chen and Nike was fired up, "the amateur shoe vendor Meili told the surging news reporter.
Although the behavior of "scrambled shoes" was once regulated and banned, the consumption power of the secondary market was always strong. By 2020, the normal purchase demand increased during the Chinese New Year. The global epidemic has rapidly cooled the shoe market.
Shoe enthusiast Xiao Wang has such a feeling, "In the epidemic, the funds used to buy shoes will not be so ample, and the rush of shoe sellers will cause the price of sneakers to fall to a certain extent."
She also gave an example, "I recently bought a pair of ub19. I bought a pair when this shoe first came out. Later, I had nothing to do with shopping for the app a few days ago. It was only 500 pieces, and the color matching was still very good. High, do n’t buy and wait. "
Although the price of sneakers has fallen, as far as the overall secondary market is concerned, Ricki, an expert in the sports industry and the founder of "Sports Brands Are Busy", observes, "There is no obvious crash in the secondary market."
"Products in the secondary market are more of a rare, high value-added attribute, and the overall brand extra premium is very high. For example, the relatively rare color matching like AJ1 has always been very strong and will still form a relatively large market Price increase. Relatively speaking, the range is not as great as before, but it will still be higher than its recommended retail price. "
Low-end shoes may have a price war
The prices of limited and high-end models are stable, and relatively speaking, those low-end and mid-end shoes that do not have rare and high value-added attributes are inevitably affected by the epidemic.
Part of the shock came from the primary market. Ricki believes that "the problem facing the brand is that the inventory is relatively high and the cash flow is unstable. The brand is in a state of discount when selling low-end shoes, resulting in the secondary market not surviving. Space."
Part of this shock is due to the continuing overseas epidemic. At present, the epidemic in China has been controlled, but the epidemic in foreign countries is still spreading. The impact on the sneaker market is that Nike, Adidas, UA and other sports brands have announced the temporary closure of stores in the United States and some other markets.
"A lot of stores have been closed abroad, and the stocks of other countries have been transferred to China. The prices of low-end and mid-end products will be reduced. This trend may become more obvious in the future. It has become very miserable, "Ricki said.
"The Chinese market is a global first-class priority market for sports brands. Whether it is high-end or low-end, only the epidemic here is stable and you can do business stably, so China has a relatively small gap in product diversity and supply. of."
The price of sneakers did not rise but fell to a certain extent, which also alleviated the concerns of sneaker buyers. Xiao Wang once worried that the price of domestic sneakers rose sharply, "Is it difficult for us to transfer goods from abroad, and it will also lead to the price of domestic sneakers Rising? "And for now, high-end footwear remains stable, and even the mid-range will benefit consumers.
In addition, in China's current secondary market for sneakers, affected by the epidemic, the focus of shoe sellers began to shift more to the second-hand sneaker market.
Meili told Peng Mei News reporter, "I now sell more second-hand shoes, such as those of modern shoes with no more than 3,000 pieces, which are sold once or twice. It is also valuable to sell them again."
In fact, in 2019, the global second-hand sneaker market has reached 6 billion US dollars, and China's second-hand sneaker resale market has also exceeded 1 billion US dollars.
According to the analysis of AiMedia Consulting, from the perspective of the number of trading platforms and market growth, the development momentum of the global second-hand shoe market is strong, and the influence of the trend culture is constantly expanding. The prospect of the development of the resale market for second-hand shoes is better.
Loving buy buy buy, "after 95" bold contrarian consumer fees
Another interesting phenomenon is that according to the data of 1000+ categories of the entire network summarized by the DATA iNSIDER solution consultation, only 25% of industries (cleaning, cleaning, family planning, health care products) are not affected or have a positive impact during the outbreak The other 75% of industries have varying degrees of decline in traffic sales, including 20% of the footwear category has fallen by more than 40%, and the purchasing power of buyers is declining.
But this decline has nothing to do with a group of people.
According to McKinsey's "2020 Chinese Consumer Survey", "post-95s" consumers are completely immune to the impact of the environment and daring to consume against the trend. Although this group of people only accounts for 1/4 of the sample population, it has contributed 60%. Consumption growth.
The reason for this is that the natural and "post-95" economic sources rely more on family support and are willing to pay for hobbies.
According to data from QuestMobile during the Spring Festival, the daily average active user growth rate TOP10 mobile shopping APP list, the app app ranks second, and the app app also ranks fifth.
The user portrait of Dewu Platform is exactly the "post-95" young trend culture enthusiast.
The more obvious fact is that on February 1st, an Air Jordan 1 mid chrome wings women ’s laser tide shoe sold on the App Store sold 20,000 pairs, which is not inferior to the platform ’s sales record before the epidemic. .
This feature shows the phenomenon of consumption folding under the epidemic-some people hoard masks and accumulate food during the epidemic, while others still use the alarm clock to grab shoes during the epidemic, and are happy ...
Surging news reporter Yu Bo