[Explanation] Recently, on a certain online trading platform, a variety of domestically-made sneakers have seen price increases and out of stock, which has caused heated discussions.

Even a pair of limited edition sneakers with a reference price of 1499 yuan was priced at 48,889 yuan, a situation that skyrocketed by more than 30 times.

  How did the shoes get fired?

On April 6, experts told reporters that there has been a long history of frying shoes.

This time, although it has moved from the concentrated foreign brands in the past to domestic sneakers, its logic of using market conditions to speculate on commodity prices by exaggerating emotions has not changed.

  [Concurrent] Liu Chunsheng, Associate Professor of Central University of Finance and Economics

  There is no shortage of these platforms, whether it is a second-door dealer or a scalper, it is a factor of hype, because all the fried shoes, in fact, fundamentally deviate from the value of the shoes themselves.

To play up this kind of emotion, or to play up this kind of anxiety.

Their purpose is also to obtain higher profits.

  [Explanation] Experts say that the price speculated is a kind of false prosperity, with huge risks hidden behind it.

Ordinary consumers may face greater losses if they blindly enter the market.

  [Concurrent] Liu Chunsheng, Associate Professor of Central University of Finance and Economics

  For example, after you fry up to 10,000, it may start to reach a high point, which is a process of foaming, returning to, say, three or four thousand, and becoming a reasonable (price). Many high-level takers must be damaged of.

Because this shoe, after all, for example, I bought it as a daily necessities, and does not have more collectible attributes or value-added attributes.

I think this is a process of price returning to rationality.

  [Explanation] According to expert analysis, the price volatility of domestic sneakers is directly related to the recent slander of Xinjiang cotton by some foreign brands and the high sentiment supporting domestic products.

For businesses, they should seize consumers through their own quality.

Excessive consumption sentiment, on the contrary, damages the brand image.

  [Concurrent] Liu Chunsheng, Associate Professor of Central University of Finance and Economics

  Excessive exaggeration of a certain emotion may sometimes backfire your (brand).

Don't over incitement to emotions. In fact, every company should do it, or you should use your products and services to attract consumers, so that you can go long-term and go smoothly.

  [Explanation] The lawyer said that the price premium is dozens of times in just a few days, which in itself is not a normal phenomenon of market operation.

In the course of the shoes being fired, there may be multiple violations of the law.

  [Concurrent] Han Xiao, lawyer of Beijing Kangda Law Firm

  Article 14 of my country's "Price Law" also stipulates that there must be no improper price behaviors such as colluding with each other to manipulate the market, harming the legitimate rights and interests of other operators or consumers, or using false or misleading price methods. Inducing consumers to conduct transactions, collusion between shoe dealers and dealers and large trading platforms to drive up prices may violate the relevant provisions of the Price Law.

From the perspective of e-commerce platforms, according to Article 174 of my country’s Criminal Law, such as the crime of setting up financial institutions without authorization, it is also possible, such as setting up commercial banks or trading markets without approval.

At the same time, the e-commerce platform may also violate the relevant provisions of the "E-commerce Law" and may not conduct transactions with corresponding transaction behaviors such as centralized bidding or market making.

  [Explanation] On April 6, Dewu, an online trading platform, removed more than 20 sneakers with large price fluctuations.

  [Explanation] Han Xiao suggested that, on the one hand, consumers should take precautions against risks and consume rationally.

On the other hand, the relevant departments should strengthen the supervision of such behaviors.

  [Concurrent] Han Xiao, lawyer of Beijing Kangda Law Firm

  The first type of risk is a risk related to the selling price, because some speculation platforms also conduct sales while providing identification services. They are both referees and athletes. Non-limited models are described as limited models. This is a risk. .

The second risk may be a risk brought about by a market bubble.

The third is the risk of failure to withdraw or withdraw.

The shoes themselves are used for wearing, not for speculation. In fact, we feel that the risk is great and should be a rational consumption.

Here we also suggest the relevant competent authorities to carry out corresponding supervision of this kind of behavior similar to shoe-making, and promulgate a corresponding law and regulation to avoid such incidents.

  Reporter Wang Shibo reports from Beijing

Editor in charge: [Liu Xian]