运动鞋市场发生了变化：家用运动鞋的价格上涨了31倍。 谁在切韭菜？ _东方财富网

原标题：运动鞋市场发生了变化：家用运动鞋的价格上涨了31倍。 谁在切韭菜？

概括

[Sneakermarkethaschanged:thepriceofdomesticsneakershasrisenby31timesWhoiscuttingleeks?】Recently”FriedShoes”and”Sky-PricedSneakers”haveonceagaindetonatedplatformssuchasWeiboandTiebaUnlikeoverseasbrandssuchasAdidasandNikewhichhavebeenmostlyhitbeforethedomesticbrandssuchasLiNingandAntahavecausedheateddiscussionsandattentionthistime

“Domestic sneakers can’t be bought now.” On April 4, “shoe friend” Liu Chuan (pseudonym) said helplessly after seeing the prices on multiple online sales platforms. The price has risen several times. It feels similar to the previous overseas brand sneakers, and they are all luxury items.”

The sneaker market is changing.

Recently, “fried shoes” and “sky-priced sneakers” have exploded againWeibo, Tieba and other platforms. And most of the ones that have been upset before are Adidas,NikeUnlike overseas brands, what caused heated discussions and concerns this time isLi Ning, Anta and other domestic brands.

“Affected by the Xinjiang cotton incident, many sneaker players have gradually abandoned overseas brands in hopes of supporting domestic products.” Liu Chuan said, “but where there are shoes, there are rivers and lakes. No one thought that the enthusiasm of the players also gave birth to special attention. The scalper party of domestic brands,Li NingThe prices of sneakers such as Anta and Anta have gradually soared, and they have even begun to embark on the road of frying shoes. “

“The sneaker market really needs to be rectified.” On April 4, a practitioner in the circle said, “Many people blindly listen to the rumors of’every month earning tens of thousands’. After spending a lot of money to enter the market, they find that the market is not as easy as imagined. Losing money and leaving in a hurry, not only suffered heavy losses, but also disrupted the sneaker market.”

The shift of fried shoes to domestic brands has also attracted the attention of the public and the media.People’s Daily OnlinePost a comment, shoes are for wearing, not for speculation. To curb such crazy practices and unhealthy trends, the regulatory authorities should resolutely take action and cool down this round of shoe speculation through legal means. Xinhua News Agency also stated that if sneaker lovers cannot 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 path of domestic brand upgrading.

“Let players who really like sneakers have shoes to wear.” A sneaker lover said.

　　The price of unaffordable domestic sneakers has increased by dozens of times

“Unexpectedly, it would be so difficult to buy sneakers from domestic brands.” On April 4, Zhang Ke (pseudonym), who originally planned to buy sneakers during the holidays, finally decided to give up when he saw the crowded crowd in the specialty store.

The sneakers that Zhang Ke wants to buy are not previously sizzled by playersNike, Adidas and other brands, but domestic brandsLi Ning, “A month ago, I never thought that Li Ning had a time when he could not get it.”

According to many media reports, domestic brands such as Li Ning and Anta experienced crowded offline crowds, rushed purchases by players, and even queued up to enter the market on the first day of the Ching Ming holiday. On the Internet, there have been price increases, shortages, and other benefits that only overseas brands could “enjoy”.

“Because of the impact of the Xinjiang cotton incident, I wanted to buy a few pairs of Lining to support domestic products, but found that I couldn’t afford it.” Another “shoe friend” Liu Chuan also found nothing after checking a number of online sales platforms. With the increasing enthusiasm of players, the price of domestic sneakers has also risen.

April 4,shellWhen searching on the Dewu APP, a financial reporter found that the prices of some series of domestic brand sneakers such as Li Ning and Anta showed a clear upward trend, and some of them even rose to “sky prices.”

Take Li Ning’s “Wade’s Way 4 All-Star Silver White” as an example, the Dewu platform shows only 42 yards and the price is 14,999 yuan. Calculated according to the reference price of the sneaker at 1499 yuan, an increase of 9 times. Some media previously reported that the price of the sneakers once reached 48,889 yuan, an increase of 31 times.

“14,999 yuan is the’lowest price’ after the later price adjustment.” Liu Chuan told reporters, “When I clicked into the page before, the price even reached 9,999 yuan, and ordinary players simply couldn’t afford it.”

The reporter also noticed on the Taobao platform that a shop selling this sneaker marked the price as 17,999 yuan, but the shoe size was only 47 yards, and soon displayed the “finished” sign off the shelf.

The price of another Li-Ning popular sneaker “Wade’s Way 7 wow7 The Moment Beyond Limited Edition” has also risen. According to media reports, the highest price for 41.5 yards is 29,999 yuan, which is nearly 17 times higher than the price of 1,699 yuan. When the reporter looked through the purchase record, he found that a player bought the sneaker on March 27, and the price of the same size was 7599 yuan.

Also hot is another domestic brand Anta. The reporter noticed when browsing the platform that some of the brand’s sneakers also increased significantly in price.

Take the white and black casual sneakers jointly launched by Anta and the well-known Japanese anime character “Doraemon” as an example. The price of this sneaker is 2199 to 3999 yuan according to different sizes. Among them, the most expensive 42.5 yard is currently priced at 3999 yuan, which is a 7-fold increase based on the reference price of 499 yuan. It is worth noting that the latest purchase record of this sneaker was on February 25, when the price was only 1599 yuan.

Another “Thompson KT5 Compendium of Materia Medica Magic Hand Rejuvenation” sneakers, the price of its 42.5 size is 2999 yuan, but in the purchase record, a player in the reporter checked the price of the same size sneakers purchased 4 hours ago is still 2099 yuan.

Enthusiastically sought after by players, Li NingheAnta SportsThe stock price has risen significantly recently.As of the close on April 1, Li Ning reached HK$51.65 per share, with a total market value of HK$128.6 billion; andAnta SportsHong Kong stocks also reached 130.6 Hong Kong dollars per share, with a total market value of 353.1 billion Hong Kong dollars.

“I saw Adidas before,NikeWhen the price of sneakers soars, I always hope that domestic brands can also have a bright day. But when this day came, I found that I couldn’t afford shoes. “Zhang Ke said.

　　Shoe-fried man on the edge of the cliff

“I never thought that domestic brands would develop so fast.” On April 4, Wei Lin (pseudonym), who runs a trendy shoe store in Sichuan, was very emotional. “To enter this field now, we need to rebuild the purchase channel. . And the previous investment of funds has largely suffered heavy losses.”

At the beginning of 2018, affected by the popularity of the sneaker market, Wei Lin successively dropped 2 million into the stadium. “At that time, I won hundreds of pairs of Adidas Coconut 350, NMD series, Nike’s AJ1 series and other sneakers at a price slightly higher than the official guide price, and then waited for the price to rise before shooting on various platforms.” Wei Lin recalled.

Wei Lin soon discovered that this market is not easy to do. In addition to the need for a lot of funds, he also needs to have a good understanding of sneaker trends, player preferences and other factors, otherwise it is easy to lose money because of missteps.

“I have entered various series of Coconut 350 before, but in fact only a few of them really detonated the market, and other prices are difficult to rise.” Wei Lin said, “and once the stock is too large and cannot be sold quickly, It is easy to cause a break in the capital chain.”

　　shellPrevious investigations by financial reporters found that only a few hundred pairs of coconut 350 were launched, and the price once went from the original price of 1899 yuan to 15,000 yuan. Nowadays, despite the emergence of multiple versions of sneakers on the market, the prices of ordinary versions have long returned to normal, except for the prices of Gypsophila and Black Samurai. Xu Jing (pseudonym), who has withdrawn from the sneaker sales market for many years, told reporters that now he dare not recall the situation at that time. He was once optimistic about the sneaker market and borrowed nearly a million to enter the stadium, but later found that the hoarded sneakers were not easy to sell. “When he chose to withdraw from this circle, the warehouse was still hoarding hundreds of pairs of goods, and finally had to sell at a discount. A little bit can be counted as a little bit.”

An Fei (pseudonym), who has also been engaged in sneaker reselling business for many years, told reporters that the sneaker market is changing rapidly, and there are hidden risks in it, and the slightest carelessness will be locked up.

“In the past, few people did domestic brands and felt that the profit value was not great. Many shoe speculators spent all their funds on hoarding overseas brands. But with the sudden Xinjiang cotton incident, sales orders fell sharply.” Anfei is located in Zhejiang. In the past, the store could sell one or two hundred pairs of sneakers every month, but in the recent period, few players have come to consult and buy. “If you can’t sell for a long time, it’s easy to get out of style. Selling at a discount below cost.”

An Fei told reporters that recently I have often heard that some colleagues who specialize in domestic products have made money, and have also considered transforming into domestic brand sneakers. But the thought of thousands of pairs of overseas brand sneakers hoarding in the warehouse completely dispelled this idea. After all, there was no excess funds to purchase.

The more important factor that prevents An Fei from betting heavily on domestic brand sneakers is that he does not know whether the current trend is a whim of domestic products or will continue to erupt in the future. “This time it is not Li Ning, Anta, etc. The prices of all products of domestic brands have risen, and they are also only part of the series. If a large number of domestic sneakers are purchased, the market returns to the previous situation of mainly overseas brands. Who will sell these shoes?”

　　Shoes are for wearing, not for frying

“The sneaker market really needs to be rectified.” On April 4, a practitioner in the circle told reporters, “The fiery market has deteriorated. On the one hand, there are shoe manufacturers who make a lot of money, on the other hand, they like sneakers. Of people either have nowhere to buy shoes, or pay an excessive premium to buy shoes.”

In fact, many well-known sneaker trading platforms including Dewu App and nice have issued instructions forbidding speculation in shoes.

Dewu App has previously stated that “shoes are for wearing, not for speculation.” At the same time, it has also promoted including “will not directly sell products, nor support any speculation convenience other than the provision of public information to third parties, and more Do not guide recommended’ sneakersFinancial management‘,’Sneakers Investment Quotes’ and other measures that may bring misleading content to users” and other measures. “nice” has also posted similarannouncementSaid that it will comprehensively rectify speculation, and said that it will go offline and close the transaction curve, increase list, and sales list, clean up the content and comments that guide and incitement speculation in the community, and combat malicious speculation.

In response to the recent upsurge of domestically made sneakers,People’s Daily OnlineAccording to this comment, “Shoes speculators are the only winners, but there are many losers. One is a tearful consumer, especially those ordinary netizens with patriotic enthusiasm, who were originally enthusiastic in supporting domestic products. The shoemaker smashes the wool, and even cuts it as “leeks.” The other is a distributor. The shoe seller rushes to the domestic brand to buy out the size and color. The market price is slowly left behind. It has nothing to do with the distributor, and the brand. It doesn’t matter whether it’s a business. Another is the domestic shoe industry, which has used abnormal means to raise the price of domestic sneakers to a deformed level, deviating from the true price of domestic sneakers, and ultimately hurting the entire industry.”

　　People’s Daily OnlineSaid that the shoes are for wearing, not for speculation. To curb such crazy practices and unhealthy trends, the regulatory authorities should resolutely take action and cool down this round of shoe speculation through legal means. Manufacturers need to think of more effective and effective methods, such as increasing supply according to circumstances. In addition, distributors and brand owners should also exert their efforts within their abilities to reduce the space for the speculators to “be demon.”

Xinhua News Agency said in response that in recent years, domestic brands have made great progress in technological research and development and appearance design, and indeed have 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 sneakers 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.

The Xinhua News Agency article believes that in response to some current online platforms taking the opportunity to drive up prices, brands should move as soon as possible to maintain their brand image. Regulatory authorities should also take an active role to strengthen supervision and guidance, maintain market order, and create a good environment for the development of “domestic products”.

“The sneaker market really needs to be reorganized now. Some popular sneakers can understand the price increase, but don’t be too’astronomical’. At least let players who really like sneakers have shoes to wear.” Zhang Ke said.

Related reports:

“The price of domestically-made shoes has risen by 31 times”: the patriotism of the consumption of shoes must be severely braked

CCTV: 1,500 domestic shoes are fried to nearly 50,000? “Fried shoes” beware of chicken flying eggs

(Article Source:shellFinance)

(Editor in charge: DF070)