Youth Economic Theory
Let you know how to make money in 3 seconds?
Uncover the scam in the "Shoe-frying Tutorial"
In recent years, domestic brands have made great progress in technology research and development and appearance design, and they have indeed had the confidence to move into the mid-to-high-end market.
In addition, some foreign brand sneakers have been left out in the Chinese market due to their malicious "blocking" of "Xinjiang cotton". Consumers have voted for domestic products with their feet, and domestic brands have encountered good opportunities for development.
However, if sneaker enthusiasts can't buy the sneakers they want because of "fried shoes", and then make domestic brands lose the trust of consumers, it is tantamount to fishing out and ruining the way for domestic brands to upgrade.
Wang Qi/Work (issued by Xinhua News Agency)
This time, the trend of shoe speculation will turn to the national trend. There is no essential difference from the previous speculation of shoes from brands such as Nike and adidas. They are all for the purpose of speculation in order to obtain huge profits.
The drivers behind the speculation of shoes are often diversified, including brand owners, shoe vendors, and secondary market trading App platforms.
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When the army of shoe speculators turned to domestic products, the "crooked" wind of speculating shoes seemed to be getting stronger.
On April 11, the reporter discovered that the price of Li Ning Wade’s Way 4 All-Star Silver Shoes, which was fired at more than 40,000 yuan some time ago, has reached 66,600 yuan, a 44-fold increase compared to the issue price of 1,499 yuan.
In late March, after the "Xinjiang Cotton" incident was fermented, the market for some international brands of fashion shoes became cold, and many shoe speculators reached out to domestic brands, and some domestic brands instantly "doubled their worth."
How did this wave of "evil" speculation of domestic products blow up?
How to deal with shoe chaos?
"Fried shoe circle" has changed
In recent days, there has been a lot of turmoil in the "shoe-specializing circle", and even reshuffling the cards. Among them, there are many "big guys" in the shoe-shoeing industry who have smashed their heads.
"Previous experience is basically useless now." Gao Wei (a pseudonym) is a member of the shoe-fried army. He said that according to previous experience, some low-top shoes from Nike, adidas and other brands should be stocked at this stage. In the summer, the price of these shoes will rise, "but now I dare not stock up."
In March of this year, Nike's "Kiss of Death" was officially on sale. Some people stocked hundreds of pairs of shoes at high prices.
Unexpectedly, the price of shoes then plummeted, and the price of shoes of different sizes in the secondary market has a huge difference. Take the 42 size as an example, it has fallen from 2,119 yuan a month ago to 1,409 yuan today, and many people have been cut off. The "leeks".
In the secondary market, the price of shoes changes in real time. These temporary "smashing" shoes on the hands of speculators may be profitable, but they require a longer waiting period.
In this case, some people will have problems with their capital turnover.
Gao Wei said, "It is better to make domestic shoes safer."
Domestic products have become a new position for many shoe speculators.
On April 10, Wade's Way 9 "Blooming" was on sale at a price of 1,299 yuan, and only one day later, the price had reached 3,333 yuan.
Previously, Anta's Doraemon Co-branded Casual Shoes White and Red was sold at a reference price of 499 yuan, and later rose all the way to 2889 yuan.
There are constantly influx of newcomers in the "fried shoe circle". There are many "fried shoes tutorials" circulating in some shoe-fried shoes exchange groups, claiming to "let you know how to make money in 3 seconds", and what kind of shoes are worth buying and can Questions such as how much money you earn and how to sell are all described in detail.
As the sneaker market continues to change, the tutorial is still being updated.
There is a part of the content in the individual "fried shoes tutorial" that is particularly eye-catching: how to make a lot of money?
The article reads: "People with a lot of money will "sweep" domestic shoes, and the profit sales will be invincible. Don't be attached to international brands. The profit margin is much lower than that of domestic shoes."
Domestic products are getting "out of the circle"
As the price of a variety of domestic brand shoes soars, domestic products are becoming more and more "out of the circle."
In fact, this is not the first time that domestic brand shoes have been fired at "high prices."
In 2019, Li Ning sneakers Wade's Way 7 "the moment" rose to 10,000 yuan on the first day after its release.
More than 10 days ago, the transaction price of this shoe in the secondary market was still around 10,000 yuan.
The national tide is accelerating its rise.
Public data shows that in 2020, Li Ning Group's revenue will be 14.457 billion yuan, and its net profit will increase to 1.698 billion yuan.
Last year, Anta Sports' revenue reached 35.51 billion yuan, maintaining rapid growth for 7 consecutive years, with a gross profit margin of 58.2%, the highest in the industry, with a net profit of 5.162 billion yuan, exceeding the net profit of adidas.
"The national tide has actually been popular for some time." After 90s, Xiao Zhang has been in the "shoe-fried shoe circle" for almost 4 years.
For a long time, he has "turned up" some international brands, and currently earns 10,000 yuan.
He occasionally buys some domestic fashion brands, but he has never participated in the speculation of domestic shoes.
According to his observations, many shoe speculators are optimistic about domestic brands this time. On the one hand, they see the patriotic sentiment of consumers; on the other hand, it is also a recognition of the rise of domestic products to some extent.
Xiao Zhang also observed that the number of domestic trendy shoes that really "out of the circle" is not many, often just a few limited editions and co-branded models.
Well-known economist Song Qinghui said that at present, domestic products have not really "fired up."
This time, the trend of shoe speculation will turn to the national trend. There is no essential difference from the previous speculation of shoes from brands such as Nike and adidas. They are all for the purpose of speculation in order to obtain huge profits.
The drivers behind the speculation of shoes are often diversified, mainly including brand owners, shoe vendors, and secondary market trading App platforms.
In addition, the Guochao brand still has a lot of room for development in terms of "going out to sea".
Li Ning Group’s 2020 financial report shows that in 2020, Li Ning’s international market revenue accounted for only 1.5% of the group.
Song Qinghui said that if domestic brands are to be "sustainable", they should increase investment in research and development, innovation and talents, and use good reputation to conquer consumers.
"Fishing shoes like stocks" is a lie
The chaos of shoes-fried shoes has been repeatedly banned. However, the myth of “getting rich overnight” is still spreading.
A student wrote on the self-media platform: In the case of a principal of 73,000 yuan, part of the money comes from borrowing. By circulating the money many times, the sales of fried shoes in one month reached 230,000 yuan. , If the profit is calculated at 10%, the monthly income also exceeds 20,000 yuan.
In fact, whether it is a "big man" in the shoe circle or a novice, it is not uncommon for fried shoes to "turn over".
Earlier, the shoe dealer nicknamed "Liu Biscuit" in the Chengdu sneaker circle owed 10 million yuan in debt for frying shoes. He once advised everyone: "Don't use your youth to gamble like me."
"Shoes and stocks are exactly the same." Xu Kai (a pseudonym), a boy born in the 1990s, has been in the shoe market for 3 years. In his opinion, the sale of a pair of new shoes is like setting up a new stock. The people who buy a lot of new shoes are the dealers. , The sporadic purchases are retail investors.
Retail investors make the difference by buying low and selling high, while the bookmaker buys a large number of limited-edition shoes, and then buys and sells them on their own, creating the "illusion" that the market is in short supply, and then put a small part of the shoes in the market for circulation , Thereby manipulating shoe prices, this is like the "control" of the market maker in the stock field.
When the price of a pair of shoes was fired up to tens of thousands of yuan, there were still buyers.
Xu Kai said that this is because some retail investors feel that the price of shoes will still rise, and there will be another person who will take over.
Some consumers buy shoes based on the principle of "expensive is good".
The sneaker index of some sneaker trading platforms is regarded as the "barometer" of speculating shoes.
Song Qinghui pointed out that behind the scenes, these index data can be manipulated and can even be tampered with.
Song Qinghui believes that the repeated prohibition of shoe-making also reflects the abandonment of young people's desire to "get rich overnight," and even this mentality will cause some people to be deceived.
"The bubble in the shoe market has become bigger and bigger, and the risk factor is very high. At the moment when the fashion trend and market aesthetics are constantly changing, it may burst soon." Song Qinghui said that those who are "trapped" by sneakers may want to cry. No tears.
At present, it is still difficult to supervise the behavior of speculating shoes, and supervision is also exerting force.
In October 2019, the Shanghai Branch of the People’s Bank of China issued a financial briefing on "Beware of the "Fishing Shoes" Craze and Preventing Financial Risks." All voluntary agencies should pay close attention to financial fraud, illegal pyramid schemes and other public economic and financial violations, and take effective measures to prevent such risks.
The sneaker trading platform also needs to assume certain responsibilities and strengthen monitoring and management.
On April 6, Dewu's official Weibo issued a statement stating that individual sellers' shoes with large fluctuations in their prices were removed from the shelves, and sellers suspected of maliciously influencing the fluctuation of commodity prices were banned.
In addition, monitoring of sellers' abnormal bid prices will be increased.
Meng Bo, a lawyer at Beijing Jingshi Law Firm, said that in recent years, civil disputes and criminal crimes caused by "fried shoes" are not uncommon.
Consumers need to raise their awareness of risks, and be rational about the behavior of "frying shoes", do not be confused by the so-called huge profits, and do not blindly speculate in order to avoid losses.
China Youth Daily·China Youth Daily reporter Zhao Limei and intern Liu Shiyuan Source: China Youth Daily
05 April 2021