Driven by the tide culture, the shoe box also has the same status as the sneakers, attracting all walks of life to flock to the hipsters. On the second-hand platform, Adidas Yeezy's original shoe box of more than 100 yuan sold for 280 yuan. The price of original shoe boxes on the e-commerce platform ranges from tens of yuan to hundreds of yuan, and some brand merchants have achieved monthly sales of thousands of shoe boxes. Lv a shoe box is even more at a price of 240,000 yuan, refreshing the "ceiling" of shoe box prices.
A shoe box of hundreds, thousands or even tens of thousands of dollars, will you buy it? The old scene of "fried sneakers" in the past has reappeared, and the shoe box has really been "fried"? Red Star News reporters launched an investigation into this.
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Shoebox world "ceiling"
There are shoe boxes for 240,000 yuan
Shoe boxes of hundreds of yuan, thousands of yuan or even tens of thousands of yuan have appeared in various exhibitions, online shopping malls and second-hand trading platforms. Among them, at the Louis Vuitton hard box exhibition at the end of 2020, the trend shoe box of luxury brands refreshed the "ceiling" of shoe box prices at a price of 240,000 yuan.
Xiao Lu, an invitee to the exhibition, told Red Star News that many of the items exhibited at the exhibition are not available in normal counters, specialty stores, or there is no way to display them in the counters, such as billiard tables, makeup boxes of special materials, and some furniture such as sofas and beds. Xiao Lu said that these shoe boxes, which belong to the nature of luxury goods, are more in the value of their brand collection, and the practicality of the shoe boxes themselves is no longer emphasized.
Red Star News reporter combed and learned that nearly 20 years ago, the metal suitcase shoe box with Nike Air Jordan 17 sneakers attracted widespread attention from consumers.
The Air Jordan 17 sneakers, the seventeenth generation of American basketball star Michael Jordan and his comeback shoe, were launched in 2002 in a metal shoe box and were given a CD introducing the development process of the AJ17.
The Air Jordan 17 is available for $200 (about 1290.52 yuan). With the appearance of this pair of shoes, they were sold out in a short period of time, and now they are out of print that are difficult to buy with money. At the same time, its matching metal suitcase shoe box has almost become a collection that is difficult to buy.
The tendency to "make a fuss" on shoe boxes increased in the years that followed. For example, the 2009 CLOT x NIKE AIR FORCE 1 "Red Silk" sneakers integrate a traditional Chinese-style hexagonal pastry box into the matching shoe box. According to the data of the market quoted by the "Chopping Wood Network" before, the price of its ordinary model has reached 100,000 yuan, and the price of the shoe box with a maximum amount has soared to 350,000 yuan.
The above shoe boxes are almost all valuable and marketless. The shoe circle person "Babel Hero" believes that they are not so much a storage tool, but rather that they have become a completely separate commodity, a class of expensive collectibles.
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There are also "people-friendly models"
The original shoe box is one or two hundred yuan, and the monthly sales are thousands
Different from LV shoe boxes, "red silk" shoe boxes and other limited styles, shoe boxes that really have a market exist in major second-hand trading platforms and large e-commerce platforms. The price of this type of shoe box is not so high. On the second-hand platform idle fish, Adidas Yeezy original shoe box sells for 280 yuan.
In recent years, GOTO, SupBro and other brands with original shoe boxes as the selling point have emerged, and the price of GOTO and SupBro's hot-selling luminous voice-activated shoe boxes is 100-200 yuan, and the monthly sales of thousands are not a problem.
Shoe box.
On idle fish, the higher price may be the Nike SB × Xicha's pink diamond over-limited voice-activated shoebox that appeared at the 2019 Nike SB exhibition. At present, the price of this shoe box on the idle fish platform is 2400 yuan.
A seller revealed to the Red Star News reporter, "This co-branded shoe box is for sale at the exhibition, and it is currently difficult to buy on the market, and I only have two now." After communication, the reporter learned that one of the shoe boxes was flawed. But sellers say this has not affected the enthusiasm of customers, and there are still people who continue to ask for prices, and there are willingness to buy defective shoe boxes at high prices.
Scarce things are more expensive. Barber believes that if the special shoe boxes of luxury brands and some limited brands have the characteristics of "money can't buy", then the shoe boxes as accessories to shoes are more "have to sell". "Yeezy has a large number of matching shoe boxes, and the price is relatively close to the people." Some co-branded shoe boxes are small in number, which is more expensive, but they are acceptable. Barber said.
On idle fish, the reporter also noticed that not all limited shoe boxes are premium, and there are exceptions. For example, the original price of 399 yuan WENTO Tucker co-branded global limited shoe box has fallen to 180 yuan. On other e-commerce platforms, there are more that have fallen to about 100 yuan.
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Shoe friends' views:
"Sneakers and shoe boxes together are complete"
A shoe box of hundreds or even thousands of dollars, will you buy it? To this, Raven, who has a whole wall of shoe boxes at home, replied: That's for sure. He felt, "Sneakers and shoe boxes together are complete." Just like the eyes of collectors, buying beads or buying beads is not true love. ”
Bruce, who has been in the shoe circle for many years, believes that if it is a shoe box for limited edition shoes, someone will buy it. If it is a basic shoe, the shoe box is of little value.
Open the e-commerce website, search for the "shoe box" keyword, and the Red Star News reporter saw a variety of goods. The material has paper, acrylic, plexiglass, solid wood, etc., the style is divided into clamshell, transparent, multi-layer, portable model, the price may be only 1 yuan, but how can such a cheap shoe box be worthy of fashionable and full of fashion shoes?
Raven told reporters that in addition to meeting the basic storage function, the shoe box also has high "value", can be stacked into a shoe wall and other functions, so it can attract a large number of fans, such as GOTO, SupBro hot shoe box has a lot of buyback buyers. In the product reviews, many buyers posted their DIY shoe walls, a variety of styles with trendy shoes, which is particularly "stylish".
Whether it is a limited edition of some shoe boxes, or an original shoe box that sells thousands of shoes a month, the reporter noted that buyers said that the purpose of their shoe boxes is to use, and they will not consider reselling them.
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Is the shoebox fried?
Shoe circle people: "fried" theory does not hold
It is not new for well-known brands of limited edition sneakers to have a certain premium in the second-hand market. The so-called fried sneakers refers to a kind of capital game, changing hands to buy and sell sneakers, speculating and manipulating the price of shoes.
So, similar to fried sneakers, the shoe box has also been "fried"? Bugles, a shoe friend who has been in the shoe industry for many years, believes that "the point of 'frying' is not mature at present. ”
He told the Red Star News reporter that the basis of "speculation" is that someone hopes to buy a shoe box and then change hands at a high price. But the reality is that many shoe box buyers buy purely for their own use or collection. "Before someone fried sneakers, a few hundred yuan of things fried to 1,000 yuan, but there are still people willing to spend 1,000 yuan to buy." He did not buy it for his own use, but sold it for 1500 yuan. But when it comes to shoe boxes, 800 yuan a shoe box, I understand the industry situation is that buyers are basically self-use. ”
"In our industry's view, (buying a shoe box) is different from frying sneakers. The number of merchants selling is small, the number of people in demand is more, and the price is slightly more expensive, which is a normal commodity economy. Bugles divides these shoe boxes into two types: the first is sold as a commodity, an ornament, and the shoe box itself has value; the second is as an accessory to the shoe, that is, it carries the shoes and sells them together. If the shoe box is detached from the shoe, it does not have much value in itself. He pointed out that although these two are shoe boxes, they have completely different properties, and their prices cannot be considered unattainable, so they classify this problem as "fried".
Red Star News reporter Dai Jiajia intern Guo Wenyi According to the interviewee
Edited by Peng Jiang
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