Xinhua News Agency, Tianjin, April 9th, title: "Shoe-fried shoes" become "leeks", brand is discredited crazy "Fried shoes" hidden risks need to be vigilant
Xinhua News Agency "China Cyber Affairs" reporter Li Yating
Recently, on some sneaker trading platforms, the price of "limited edition" sneakers of some domestic brands has risen sharply. Among them, the price of a domestic brand's sneakers has increased by 31 times. The topic of "domestic sneakers being speculated and prices soaring" triggered public opinion for a while. Hot discussion.
Many experts said that consumers and regulatory authorities should pay attention to the hidden risks behind "fried shoes".
The wind of "fried shoes" blows to domestic products
On April 6, a trading platform that appeared "sky-priced sneakers" issued a statement, removing 20 sneakers with large price fluctuations marked by sellers, and banning three sellers suspected of maliciously affecting product price fluctuations .
However, the reporter found that many domestically-made sneakers with serious premiums are still on sale on other platforms.
On a sneaker trading app, a domestic sneaker with a selling price of 899 yuan is currently priced at 29,999 yuan; a domestic sneaker with a selling price of 439 yuan is currently priced at 19,999 yuan.
In addition, most of the same sneakers are "one color, one price" or "one size, one price."
For example, a sneaker sold in the fall of 2020 in a store on an e-commerce platform was sold at a reference price of 1599 yuan. Nowadays, the price of this sneaker for size 39.5 is 1029 yuan, but the price for size 39 is as high as 5999 yuan, and the size is only It's half a yard, but the price is a few thousand yuan.
This year, 26-year-old Chen Xing (a pseudonym) once engaged in sneaker trading. He told reporters that there were not many people who had previously speculated on domestic sneakers. Recently, domestic sneakers have only become popular during this period.
What “fried shoes” reflects is the imbalance between supply and demand. Limited editions, co-branded models, star models, etc. are generally more popular. The prices of individual colors or sizes are higher, mostly because they are scarce, but the supply exceeds supply. Caused by deliberately hoarding goods.
Hiring people to line up to buy offline, getting goods through internal channels, and buying from successful buyers are all common sourcing channels for shoe vendors.
A sneaker enthusiast who once engaged in sneaker trading told reporters that whether there are invoices and shoe boxes will also affect the price of shoes. Sometimes even a shoe box can be sold for a lot of money. The real shoe box contains fakes and a mixture of genuine and fake. The phenomenon of selling happens from time to time.
In addition, sneakers have even been given "financial attributes."
Since 2019, "sneakers K-line chart", "shoe index", "cloud fried shoes" and "shoe futures" have appeared one after another.
The reporter also found out on multiple sneaker trading platforms that consumers can pay in installments at checkout, and third-party payment agencies will provide leveraged services for the "shoe-fried shoes" platform.
"Shoe ring" is not flat risk need to be alert
The price of sneakers is rising, and it continues to attract young people to enter the game. "Fried shoes" has even been dubbed the new "investment outlet", but is the lively "shoe ring" really "gold everywhere" as in the legend?
Cheng Yang, the creative director of Yuepaoquan App, is a sneaker enthusiast. In his view, "fried shoes" is essentially a speculative behavior, and shoe vendors are under tremendous pressure.
"Sneakers are not easy to store, and they are not suitable for investment. The market's preferences change very quickly. If you are not careful,'shoe speculators' will become'catchers'."
An industry insider also said bluntly, "The idea of getting rich by'fried shoes' is unrealistic, and the market bubble is often burst. The price of a sneaker doubles in the short term, but there is no market, and the price will definitely be reduced after a while. , Many'shoes fryers' will become'leeks'."
In fact, in addition to the “shoe speculators” who need to bear the capital risk, the brands that seem to “lie to win” also need to pay for the actions of the “speculators”.
The reporter found that after this round of "shoe-fried shoes" topic was fermented on the Internet, not only "shoe-fried shoes" critics were criticized by netizens, but many domestic brands have also become "targets of scolding."
Cheng Yang said that in recent years, domestic sports shoes have continued to invest in technology and appearance design. Some domestic brands have formed a good reputation among consumers. However, wanton hype will have a negative impact on the brand image and is not conducive to the brand. Long-term development.
In addition, the influx of leveraged funds into the "shoe circle" and the securitization of "fried shoes" planted a "depth bomb" for the entire market.
Cong Yi, a professor and doctoral supervisor of Tianjin University of Finance and Economics, said that excessive speculative components of a certain type of commodity are a manifestation of market bubbles. At this time, if there is a large influx of capital and leveraged funds, it is very easy to induce financial risks.
"Shoes do not fry" still needs to strengthen supervision
The "shoe ring" turmoil continues. In the face of "shoe-fying" behavior, many experts suggested that the trend of "shoe-fying" should be curbed, and relevant departments should strengthen supervision in all aspects.
As early as 2019, the Shanghai branch of the People's Bank of China issued a financial briefing on "Beware of the "Shoe-specting" boom to prevent financial risks."
The briefing pointed out that the resale of domestic sneakers has "fried shoes fever", and the "fried shoes" platform is really a fancy capital game. All business organizations should pay close attention to and take effective measures to prevent such risks.
Zhang Baoyi, director of the Institute of Sociology of the Tianjin Academy of Social Sciences, believes that market supervision departments should be vigilant against abnormal price fluctuations, strengthen market supervision, and promptly release information on commodity prices in an open and transparent manner to guide consumers to consume rationally.
Cong Yi suggested that the supervision of the financial sector should be strengthened. For consumers with insufficient credit qualifications and weak repayment ability, financial institutions should strengthen the review when issuing loans, regulate the funds entering the market, and prevent a large amount of leveraged funds from pouring into "shoes." "market.
"Brand owners should also actively assume social responsibilities and strengthen supervision over the supply and marketing links." Cong Yi said that domestic brands can only achieve long-term development only by continuously improving product quality. Brand owners should continue to improve product competitiveness to avoid "speculative behavior" causing brand damage. hurt.
In addition, a number of experts suggested that the sales platform should also take action and not become an "accomplice" to the "shoe speculators".
The platform should strengthen the monitoring of commodity prices, and promptly ban merchants who are maliciously speculating, so as not to give "speculators" opportunities.