UA And Adidas Also Appeared In The Hot Second-Hand Shoe Market

In 1988, this pair of sneakers was officially launched and sold four times, which has been popular for decades. Almost all the stars wear it. Most importantly, it has opened the entire production line of Air Jordan, and the global second-hand sneaker market may begin with the craze of sneaker owners for it.

The latest launch of the third generation of Air Jordan black cement sneakers was in 2011, with a retail price of $160. A lot of people started camping outside the store a few days before the sale, and they were snapped up in a few minutes around the world. Within minutes of being sold out, thousands of pairs of black cement were sold on eBay at 2-3 times the price.

In fact, even in 2015, there are still more than 1000 pairs of Jordan 3 generation black cement to be sold on eBay. It seems that these shoes are not stolen by fans. They are mainly distributed to eBay, fake eBay, consignment stores, shoe fairs, second-hand websites, Facebook, Instagram and Twitter - as long as "shoe owners" can establish contacts, there are shoe sales.

In fact, this is just a small picture of the global second-hand shoe market. Someone has collected 352 pairs of sneakers worth 103000 dollars; Nike's fourth generation replica of Jordan Eminem Slim Shadys will sell 26000 yuan; What's more, they will spend 8000 dollars to buy a pair of Nike "Back to the Future" style shoes.

The doubling of sneakers has become a phenomenon of speculation. This market has developed for 30 years. It was originally an underground culture, which originated from the love of a small number of people for sneakers. But now, the total value of the global second-hand shoe market is more than $1 billion. In 2015, more than 9 million pairs of shoes were sold in the United States.

"Shoes are a legal and low threshold investment opportunity, just like a popular stock market." Josh, the founder of Complex Luber said. Campless is a sneaker data company. It is mainly based on the data of more than 25 million sneaker transactions on eBay to develop a global second-hand sneaker market price guidance system, providing real-time (price) analysis of thousands of pairs of sneakers. It is like the Dow Jones index of sneakers, so that the shoe controller can manage his own shoe assets and make rational analysis before purchase.

"There are obvious similarities between sneakers and stocks and drugs, but the most basic thing is that there is a core player and a rule maker. For sneakers, the rule maker is Nike. ”Josh Luber said, "The profit of the second-hand market is about 30%. By reselling Nike shoes, the 'Footwear Control' earned $380 million in 2014."

"Shoe control" loves Jordan shoes. Nike, including the Jordan brand, occupies 96% of the trading volume of the whole second-hand shoe market, which is undoubtedly the dominant position. So, how powerful is Nike? According to the financial report released by sketcher, from June 2014 to June 2015, its fiscal revenue was $209 million. That is to say, Nike has almost doubled the profits of its competitors by "inciting" its own consumers.

Nike's approach to building the second-hand shoe market seems simple, which is to use the most basic economic principle - control supply and demand. Limited sales create a special phenomenon, which means that those who cannot buy new shoes first hand will be robbed by the second-hand market.

"Supply is really important. The 'shoe control' joked that as long as it is a limited edition Nike, they will buy it." Josh Luber said.

Nike is the rule maker of the global second-hand sports shoes market. Of course, it's a matter of minutes for Nike to get rid of the second-hand market - just sell more shoes. However, Nike won't do that, and some new players who want to share the cake have shaken its position in the Jianghu.

Another black horse Under Armour . Used gym shoes In the market, Under Armour has worked with Steph, an NBA MVP player twice Curry has achieved great success in cooperation, especially Curry IMVP sneakers, which once enjoyed a premium of 200%.

Diadora, who specializes in high-end sports products, also came. This Italian sports brand, founded in 1948, has sponsored the Italian top team Roma, the famous football stars Roberto Baggio, Verry and the world's best referee Corina.

Previously, Diadona and Amsterdam Parta Boutique launched three versions of N9000, which were sold well in 1990. This year, Diadona will release about 10 limited edition sneakers. These limited editions will be sold out in a few minutes, DiadoraxSolebox The N9000 Ferro has a list price of $500, which is much higher than the retail price.

Last year, ComplexHigh Snoopy released a report entitled The Most Valuable Footwear in 2015. Nike gave up the first place to adidas, which is cooperated by Kanye and Adidas YEEZY Boost 750“Triple Black”， The price of this pair of shoes on Ebay rose to 1876 dollars. Nike's Air Foamposite, which is only sold in China, pays homage to Tianjin's basketball culture and folk art One "Tianjin" ranked second with the price of US $1853.

In this report in 2015, although Nike's Jordan series is still in the limelight, it is obvious that it is no longer unique. Among the most valuable sneakers in the top 10, 5 pairs are coconut shoes from Adidas and Kanye. The emergence of coconut shoes has changed the pattern of the global second-hand sneaker market. After all, before the birth of coconut shoes, 96% of the second-hand market was owned by Nike, while only 1% by Adidas. By 2015, Adidas has 20% of the market, according to Josh Luber estimates that this year the brand's share in the global second-hand shoe market will grow to 30%.

Interestingly, although Adidas is a new player in the second-hand shoe market, it is not the same as Nike.

In addition to coconut shoes, Adidas later launched Ultra Boost and NMD are also very popular. "You will find that many people buy Nike Jordan shoes and resell them, while many people buy NMDs for their own wear. ”Shoe consignment store Stadium John McPheters, the boss of Goods, said.