"Shoes don't fry" slogan was shouted out by the platform again, fry shoe guest minibus hit "ha ha" two words.

Recently, limited edition Li Ning shoes in the trend trading platform Dewu was fired up to 40,000 yuan a pair, and was removed from the Dewu APP and banned the account, the crazy and dangerous speculation of shoes once again by the public's attention.

The last time it was hit hard was in October 2019, when the central bank issued a statement warning of the financial risks behind the "shoe speculation craze", naming and shaming fashionable shoe trading platforms such as Dewu (formerly known as the "drug App"), Nice, Youhu and 95-mark. At the time, both DeWu and Nice issued a statement that "shoes are not for sale", but judging from the interaction on Weibo, netizens didn't buy it.

After a year and a half, the platform once again issued a fight to fry the voice of shoes, the market will cool down?

Li ning sneakers fired event fermentation in early April, the daily economic news "reporter interviewed a dozen senior fry shoes shoes" age "is not a short, they generally believe that: Fried shoes market temporary calm, but in the interests of the driven by brand party, trading platform, Fried shoes guest is still not" table ", fry shoes market will not silence.

Retail investors flock to the 'secondary market'

After 80 ~95 in the youth, put on a pair of Nike, Adidas shoes, will automatically "walk with the wind", to get in the class to show off the capital. The NBA entered China, Slam Dunk became popular, basketball became a national sport, and "sneaker culture" was established in China.

When I was in middle school, I thought there were only three things that could attract the attention of others, "playing well, studying well and being handsome", but I did not take up the same. Until one day, when he wore a pair of Nikes to school, he found himself in a group by accident.

"It goes back to the early days of users, especially in China, where the most distinctive thing about students was their shoes." Yang Bing, 35, from Jiangxi province, said in an interview that he had developed a strong interest in basketball since middle school. Like other basketball fans, good shoes are his dream.

Interests coupled with business opportunities, Yang Bing and Zhou Shou started their own businesses while they were at university. The former founded a spin-off sports information website Hupu, while the latter founded Nice. The two apps quickly grew into major platforms for online shoe trading, and a business rooted in sneaker culture began.

Before these two platforms came out, the sneaker fan tiger brother bought shoes mainly through the forum, he has retained the previous commonly used BBS website, although it is now a dot not open the link. "At that time to buy shoes to leave a message in the forum, and others add QQ, about offline trading, but also to see the other side of the credit degree." Tiger brother to "daily economic news" reporter said.

After the launch of apps such as Dewu and Nice, which have the function of trading fashionable shoes, the threshold of buying and selling sneakers has been lowered, as well as the threshold of speculation on shoes.

"Before there was no platform, there was trading under the table, and everyone made profits on their own merits." "The platform has reduced disputes over trading, such as disputes over defective shoes, making it easier for us to trade," Xiao Ba told the National Business Daily.

"If the brand side sells limited edition, the wholesaler takes the goods and then sells them to the agent, it is the primary market of the shoe trade; Then countless retail investors frequently buy and sell shoes through the platform, which is the secondary market of shoe trading." "When I first entered the industry, there was no platform, so I had to have distributors to buy shoes," said Xiao Yi, who has been engaged in shoe speculation for over five years. Sell shoes also want to have customer resources to ship. The platform opens up a C2C market where you don't have to own shoes or customers to jump into the shoe craze."

In the view of Xiao Yi, the platform has promoted the "stir-fry shoe heat". "In 2016 and 2017, I used to get AJ shoes on sale. Now I don't have any discount shoes. Because the number of people playing, high heat, high demand, the price of natural rise. I can say that 80 percent of the reason why sneaker prices fluctuate so much is because of the platform, which gives the public access to the shoe speculation. "Before, information was blocked, there were fewer people involved, and there wasn't that much 'inverted' in the middle. Now anyone can buy and sell on the site more frequently, and the more flips there are, the price will surely come up."

In order to improve trading efficiency, the American shoe platform took the lead in launching Adidas, Nike, AJ index, nearly ten domestic shoe trading platform followed up. The sales list, the up-and-down list, the price curve... Platform beating data is never tired of money, all the time is not stimulating the nerves of players.

The craziest time, some small platform still ever put on sale ball shoe ticket, individual investors can buy 0.3 pairs of AJ, 2.5 pairs of A Di, ball shoe became fictitious securities product thoroughly. Small loan companies also run into the market, for the shoe platform to provide instalments of leverage services, shoe financial snowball more and more rolling.

And again high financing cost, again big financing risk, but also the temptation that fry shoes to make rich myth.

"Over the past three years, I have earned more than 1 million yuan by frying shoes." In 2018, Li Da entered the shoe circle, and established its own supply channels in just a few years, and has a number of fixed businesses in the downstream. On a good day, Li sells two to three thousand pairs of shoes. "For example, the AJ hook that was particularly popular before, the price I got was more than 4,000 yuan/pair, and I sold it to the merchant for more than 10,000 yuan, making a net profit of 5,000 or 6,000 yuan for a pair."

"I don't even make much money." In Li Da's mind, the "big gods" in the industry are those who earn millions of dollars a month and buy mansions and luxury cars through frying shoes.

At the beginning of his career, Xu Huan also made money. "I made more than 20,000 yuan by collecting the shoes at the launch." Xu Huan recalled to the National Business Daily reporter that since then, there has been a spiral out of control, no stable front-end supply, she had to raise the price in the secondary market to get shoes.

"I don't know how many times I've turned my shoe around." After the shoes were raised, Xu Huan's profit was very small. In order to make another rush, she began to borrow money from people around her. When she had no place to borrow, she added leverage to a third party organization in the form of installment payment to continue to speculation. "Roll-interest, now really can not support it."

Xu did not disclose how much she owed, but said she had been unable to pay off her debts by gambling on shoes and had now decided to quit. "It is risky to fry shoes, and you will lose all your money once the capital chain is broken. I know all these things, but I am too young."

Brush single program can rob 200 pairs of sneakers at one time

Fry shoe market, people earn, someone blood loss. In Xu Huan's opinion, the platform is always a safe bet.

A reporter from the National Business Daily noted that a pair of sneakers sold on NICE cost 3,477 yuan, and that the platform paid a 1.2 percent share, or 41.7 yuan, to sell them. On the other hand, it needs to pay a 5% share to the platform, that is, 173.82 yuan. However, there is a "cap" on the commission, which is fixed at 249 yuan when the transaction amount reaches 5,000 yuan or more. How exactly is the commission rate set? "National Business News" reporters asked about the property, but as of this press, did not get a reply.

Also have fry shoe guest thinks, the platform divides commission is not big problem. "If you have nothing, Nice, where will you sell it? (Fried shoes) have earned so much, do not worry about the platform sharing. Whether it's 5 percent or more, I'll take it." Shoe speculator A Hao told the "National Business Daily" reporter that overseas platform trading shoes handling fee is higher, "a pair of more than 250 dollars of shoes, to charge about 30 dollars."

No matter how the shoe market changes, is the price is high or diving, shoe customers need to bear the risk, but the platform is stable pumping commission "drought and flood to protect". Zhang Yi, founder and CEO of iiMedia Consulting Group, said in an interview with National Business Daily that "the platform is still profitable" after deducting the costs of promotion and operation.

Anyone who doesn't want to be a "leek" knows that for limited-edition items with hype value, taking the shoes from the "secondary market" means the price may have been multiplied several times. In the "primary market", where the brand is based, it is cheaper to get the goods at the selling price.

And from the "primary market" to get goods is not easy, through the public channels, the brand side of limited shoes like buying a lottery as difficult. You have to draw lots online, and then you have to draw lots offline to be eligible.

And in order to improve the "success rate", fry shoes customers have long used the "brush single plug-in". "The main purpose of using the plugin is to get alerts before the shoe goes on sale so that you can raid the release page more accurately and quickly." Ahao told the National Business Daily reporter that in 2016 and 2017, there were many free plug-ins, but now they all start to pay. "A dragon membership is about 25 to 35 yuan a month."

Using a plug-in to grab a shoe is a step ahead of the game, but whether or how much it can be grabbed is unknown, which has prompted the industry to evolve a more advanced form of play -- robot shoe-snatching.

"Our team's channels are abroad, mainly through robots to snatch shoes, and we can snatch about 200 pairs of shoes at a time." Aho describes the robot as an "efficient" process for brushing bills. The use of robots could help shoe traders improve the efficiency of competing for shoes on overseas official websites when the shoes are put on sale.

Now, even the price of robots has soared, becoming a limited number of hot property. "There are good robots at home and abroad, equivalent to selling you an ID, you have the right to pay to use this ID." "The current price of a robot ranges from 2,000 yuan to 130,000 yuan, most of which range from 20,000 to 50,000 yuan," Ahao said. "If you have a robot, you need to renew it regularly. "Robots weren't that expensive, but now you can't get them, so they're at a high premium."

From plugins to robots, shoe-frying tools are also being fired.

In fact, from the production link, already industrialized mass production of the shoe manufacturing industry, basically there is no process and capacity supply of the problem. But for brands, the sale of high-end, limited-edition shoes can increase the value of the brand. Scarcity brings "nobility", and a game of "hunger marketing" begins at the very beginning.

In the case of a domestic brand recently pushed up on the secondary market, shoe trader Xiao Ye found that the stores he often buys quickly managed discounts. "We used to take the shoes were 60 percent off, now it can only be 20 percent off, or even no discount, the original price of the shoes, put them on the secondary platform, the price will be higher than before."

"Later, I couldn't get the shoes at all, so I asked if I didn't have them. Now the store manager loves to ignore them and sends messages back four or five times a day. They were supposed to sell me shoes at a discount, but they didn't come back, or they came back at their original price." "The first time she asked, she said the shop was too busy with people; The second time he said he would think about it, and the third time he promised me some." In short, as the price of some brands rises, shoe traders will need to cobble their hands with the brand channel to get their hands on previously less desirable shoes.

In the lobular view, secondary market shoe prices, the brand side is to blame.

Most shoe traders are Generation Z

The more people interviewed, the harder it becomes to define each individual involved in shoe frying in simple terms of "black" or "white." For instance with fry the small bus that shoe is sideline, the hobby is to study ball shoe. "If the price of the sneakers I hoard has increased, I will be happy for reasons other than making money and proving that my vision has been affirmed. If they have a bad fall, they usually wear them themselves."

In this ambiguous emerging market, rules and regulations are almost blank, traps and scams abound, and every shoe speculator will encounter big and small "pit".

Chen Ru, who only stepped into the "shoe circle" in 2019, "once doubted her business ability". Most of the more than a dozen shoe speculators interviewed by the National Business Daily are from the post-1995 or even the 2000s generation, while Chen Ru is a middle-aged man with decades of business experience.

"At that time for investment immigration, I set up a popular logo shop and opened fire. After returning to China, I had nothing to do, so I thought I could do it well. It's a lot of money to put into a single shoe, and I became famous in shoe circles because I lost tens of millions." Chen such as told "daily economic news" reporter said.

"I was in the luxury secondary market early on, and the hype price of the Rolex 'Green Waters' was much higher than the sneakers. However, the people we deal with are basically mature businessmen. When I place an order, the value of a watch is 70,000 yuan. Even if the price rises to 75,000 yuan when the order is delivered, normal suppliers will give it to me at the original price. But these little friends who fry shoes will have no shame to 'pigeon' you."

"He (Chen Ru) was' pigeon ', I was directly cheated." Sitting next to Chen Ru shoe speculators Yi said to the Daily Business News reporter: "I have given people money to take goods, but the people took the money not to deliver, directly rolled money to run away."

Later, the middlemen who ran away was arrested. He swindled more than 6 million yuan in total, and 1 million yuan was swindled from Xiao Yi. The middleman was only 21 years old. "With millions in his hand, he could not control so much money and probably squandered it, not realizing that such cheating would result in a prison sentence of more than ten years."

Young age, low awareness of law and risk, these are now the mainstream shoe speculation people there are common problems.

What is the responsibility of the platform?

In 2019, after being named by the central bank as "speculating on financial risks of shoes", NICE issued a statement to comprehensively rectify the speculating behavior on the platform, including: taking down the online platform and closing down the transaction curve, the list of increase and the list of sales; Clean up the content and comments in the community that lead to or incite shoe speculation.

On April 14, a reporter from National Business Daily opened Nice to find that the turnover curve, the list of increase, the list of sales volume and the comments on shoe speculation in the community have made a comeback. The National Business Daily asked Nice about the content displayed on its platform, but had not received a reply as of press time.

In fact, the easiest way for platforms to regulate shoe speculation is to monitor shoes that fluctuate wildly in price. "A significant departure from the normal brand premium, and that's what the hype premium brings." Xiao Yi said, "But I think the most should reflect on, are those with sudden wealth and speculative psychology in the people, not in the shoes on the loss, will also be in the other fry stumble."