Bags / Shoes & Accessories

We are all familiar with the idiom of "buy cassava and return beads". The craze for "fried sneakers" has been frequently searched in recent years, but have you ever heard of fried shoe boxes?

According to reports, in recent years, sneaker storage boxes specially designed for trendy shoe lovers have appeared. A number of trendy shoe box brands have begun to rise, and some trendy communities have also launched branded original shoe boxes. On the e-commerce platform, from ordinary side-open transparent models to brand co-branded limited models, the price of shoe boxes ranges from early 100 yuan to nearly 400 yuan. Many players who grab the source of goods are not only collecting them, but also A price several times higher than the original price is resold to make a profit. The current price of a variety of shoeboxes with an original price of several hundred yuan has doubled, and there are even more than 2,000 yuan.

"Having a'shoe wall' is almost the dream of all sneaker players. But to make the'shoe wall' look good, it is definitely not appropriate to use traditional shoe cabinets and shoe boxes." Liu Chen told reporters.

Driven by this demand, personalized sneaker storage boxes have gradually become popular in the market, and countless merchants who have seen business opportunities have begun to produce and sell personalized shoe boxes. These transparent shoe boxes can display sneakers in all directions, and undoubtedly can better meet the requirements of players seeking coolness.

In addition to the basic transparent models, in order to increase players' desire to buy, many businesses also deliberately set up more elements such as lights and colors in the shoe box to highlight the effect of the sneakers. The single price also varies from a few yuan to several hundred yuan according to the function and material. The reporter noticed that many stores have a monthly sales volume of tens of thousands of orders, and many of them have reached tens of thousands of orders.

“Although the price of these personalized shoe boxes is much higher than that of traditional shoe boxes, they are obviously more fashionable.” Liu Chen said, “Nowadays, the post-90s are the main consumers in the sneaker market. As long as they cater to their pursuits, they usually pay.”

Shoebox business: Selling shoeboxes earn one million yuan a year, and brands have annual sales of over 100 million yuan

"The significance of shoe boxes to young people is to expose shoes." Lao Lei (pseudonym), who runs a shoe box shop on Taobao, told reporters, "The popularity of sneakers directly drives the explosion of peripheral products."

Lao Lei's entry into this line originated from a missed hit and a collision. Previously, he planned to take advantage of the hot shoe market to enter the trade, but after some calculations, he found that he did not have that much money. After flipping through the little red book, he accidentally discovered that many UP owners like to use the shoe wall to display their collection of sneakers. The following countless fans commented like and consulted the purchase link, which made him start the shoe box business. Thought, "So many people buy shoes, they always need boxes to show them."

Lao Lei soon discovered that this business had an unimaginable market. In order to meet the ever-increasing needs of players, Lao Lei also began to expand the product line. From the beginning, he only sold ordinary side-opening transparent shoe boxes, and expanded to some shoe boxes with built-in lighting effects and even electronic automatic door openings. The price is from Ranging from tens of yuan to hundreds of yuan.

Nowadays selling shoe boxes, Lao Lei can make nearly one million yuan a year. “I’m pretty average. It’s said that some of the early in the industry can easily make a profit of several million yuan each year, and some of the heads that produce shoe boxes The annual sales of the brand can exceed 100 million yuan."

The enthusiasm of players has promoted the gradual explosion of the shoe box market, and a number of sneaker storage box brands specially created for trendy shoe enthusiasts have emerged. For example, according to media reports, the top brand "GOTO" in the shoebox market had sales of more than 100 million yuan in 2019 alone. "There are not only traditional brands on the market, but some trendy communities have also launched branded original shoe boxes." Axu told reporters.

"The shoebox market is now also becoming branded." Lao Lei said, "The enthusiasm of players promotes the normalization of the market. In the future, branded shoeboxes will gain the player base, and some miscellaneous brands will also be filtered out by the market. "

Drumming and spreading flowers: it seems that fried shoe boxes are actually "harvested"

Frying shoe boxes is as risky as frying shoes.

“I have received multiple joint shoeboxes on the second-hand platform before, and originally planned to wait for the price to rise before selling them. But I didn’t expect the price to fall all the way, and no one bought it after hanging on the Internet, and finally fell in hand.” Lao Lei Said helplessly.

"For ordinary players who intend to profit by frying shoe boxes, blindly hoarding goods is extremely risky." Lao Lei said, "Not every joint item is optimistic about the market, and it is easy to fall into the shoe box in the hands of blindly. Situation."

Lao Lei told reporters that, unlike the previous sneaker profits of thousands of yuan, the shoe box premium space is relatively small. Even if players bet on the trend, each shoe box can only earn a few hundred yuan. However, in addition to requiring a lot of funds for this, players also need to be extremely familiar with shoebox trends, player love and other factors, otherwise it is easy to mislead and lose money.

"In order to increase players' desire to buy, it has become the norm for some brands to create'joint names' and'limited editions.' Over time, players are also prone to fatigue." Liu Chen has many friends who have lost more than 100,000 yuan by speculating on shoe boxes. Low, leading to the possibility of new shoe box brands appearing at any time, and also determines its low premium. Even if these shoe box brands are jointly limited, it is of little significance."

During the interview, many insiders told reporters that the essence of the shoe box is similar to the previous one. It is a game of drumming and spreading flowers. Profits can only be realized when the next player takes over. However, once an ordinary player is in the game and does not know when the drum beat will stop, he is likely to be the last player to take the game.

Regarding the speculation of shoe boxes in the market, the People’s Daily commented on this, “Following the'fried shoes', the shoe box has become a member of the'fried products', which is staggering.

“It’s true that some second-hand bad businesses and players take advantage of the enthusiasm of consumers, and take the opportunity to speculate on profit.” Lao Lei said, “Nowadays, the trendy gaming circle, including sneakers and shoe boxes, has fallen into “everything can be speculated.” 'Chaos. But what needs to be understood is that no matter how cool the shoebox is, no matter how many gimmicks are added, it is nothing more than a box for sneakers."

"The value of these trendy consumer products is largely derived from the stories created by the merchants and the psychological expectations of consumers. Among them, the bubble component is very large, and the investment risk is high." Some insiders said.

Expert analysis, "Shoebox and other hype is similar to a game of drumming and passing flowers. People in the game must be aware of the risks contained in this game, because this is a game in itself. When the drum beats, the remaining people will finally Pay the bill."

In this market, perhaps the most profitable business is the business. SupBro founder Hu Yunshen recently revealed that he can earn 10 million a year.

Young people who love to fry trendy goods are actually no different from middle-aged people who love to fry Maotai. From fried sneakers to fried shoe boxes, these trendy products are not only endowed with collection and display value, but also with more commercial value.

It's just that young people who love the new and hate the old are always tired of speculation. When sneakers and shoe boxes have been fired, the next thing fired may be the white cloth in the shoe box.