Of course, behind the sale of shoes, we can easily find that shoes that were difficult to buy in the past are now more and more easy to buy. There seems to be some new changes in the sports shoes market. Next, we might as well talk about what we can see.
Speaking of which, let's take a look at this year's Jordan brand. This must be one of the most familiar brands in recent years, and it has been very active in the sneaker market. Perhaps the first memory of many people queuing to buy shoes often comes from Jordan brand. After all, there is an unbalanced relationship between the low sales volume and everyone's demand for classic color matching and styles, which makes the familiar hunger marketing method popular. But this year, with the opening of Jordan brand Tmall flagship store and the laying of large-scale brand stores, more and more styles have been reproduced this year, and the addition of new color schemes has enriched the choice of products. In addition to a large number of goods sold, replenishment is also made from time to time. The color scheme that I didn't have before was changed to buy at will this year.
For example, when Air Jordan 1 1 was released at the end of this year, there were not many gimmicks in the shoes, only the significance of returning to the shoes themselves and the tribute to Michael Jordan's achievements on the court. Popularizing and paying tribute through the market awareness accumulated by classic shoes over the years is not a bad thing for the shoes themselves. The increase in selling color matching and goods volume has also doubled the number of people wearing these shoes out of the street. Everyone who wants to own the Jordan brand can choose their favorite style and bring more profits and influence to the brand, which is what the brand values more. Brand market competition happens every day, and with the support of their respective core technologies, the choice of spokespersons is becoming more and more diversified. In addition to sports stars and huge entertainment stars, it also brings more consumers with different pursuits to the sneaker market. What's more, paying attention to appearance fashion and shoe comfort is what more consumers value now. After all, not everyone pays attention to feelings and classics when buying shoes. Therefore, it is not surprising that through more forms of publicity, continuous innovation, increasing sales volume and fully occupying the market.
Explosions are naturally sought after, but through the operation of the market, most styles still have a chance to reach us, which is naturally much better than not being able to buy them many years ago. However, the existence of the market often means that there is demand, and a large number of demands also make frequent shoe bumps the most embarrassing thing for people, which is not in line with the characteristics of the era of pursuing individuality. Moreover, more and more people express their attitudes through various online social platforms, advocate brand-new styles, and make some rational consumers think more. Instead of blindly pursuing the never-ending trend and spending a lot of time and money on the same choices as others, we should have our own style and characteristics.
More niche brands have officially seized this opportunity and found their own market and positioning. More and more domestic brands have joined in, both sports shoes and fashion brands have their own place, which also makes everyone's choices more diversified. Another thing I have to mention is the shoes of personal tailors. Besides the iD business launched by brands such as Nike and Adidas in official website, there are more private customized businesses and studios, which make the original rich styles of sneakers more personalized. Many of these sports shoes are handmade. Although there is a higher price, it is hard to say that this is not a value-for-money attitude towards sports shoes, because shoes can incorporate more personal elements, reflecting some of their own ideas, aesthetics and even attitude towards life.
For a long time, people have an inherent understanding of Gucci, Prada, Louis Vuitton, Balenciaga and other brands. They are synonymous with fashion luxury goods, and they have no intersection with our traditional sports shoes world. But who knows that in recent years, through the keen perception of the trend and the control of product design by the designer team, and even through the change of personnel flow, product positioning and market strategy, there are more and more intersections between luxury goods and the street.
Large-scale exposure and popular endorsement also make this shoe quickly become a popular sneaker, and the trend of popularity is getting bigger and bigger, and the competition with traditional sneakers is very fierce. For example, Balenciaga's latest father shoes, Triple-S, have rapidly increased in popularity and become the trend shoes with extremely high appearance rate in streets and lanes. And those who originally only pursued luxury goods and light luxury goods, after trying the high-quality products of sports brands, only returned to "righteousness", which invisibly lowered the temperature of the traditional sneaker market.
By the way, look at the price of sneakers. It is common to spend thousands of dollars on shoes, and Air Jordan and Yeezy, which we often discuss, invisibly raise this price level to a new height.
Of course, another factor in the general price increase is that consumers will choose more rationally in the face of rich products. Those products that exceed their psychological expectations may not necessarily buy or simply look for substitute products. This choice has also led to some products being cold in the market, and when people buy these products, it is not difficult to find that they can be bought so easily.
These phenomena are becoming more and more familiar to everyone, and many styles that were all-powerful in the past began to become less lofty in the slow market transformation and development. What was unimaginable many years ago is now really around us, and it has to be said that it is a good thing for consumers in the sneaker market. From this perspective, the sneaker market has indeed undergone great changes, but at this time, there must be people holding different opinions. After all, not all sneakers can be bought casually, everyone's preferences will change and shift, and the sneaker market will change accordingly.
It has become a fixed routine for regular sneakers to introduce different colors according to festivals and various themes in a year. Everyone can choose their favorite sneakers and corresponding colors according to their actual situation. Brands that are familiar with market preferences can still play tricks on the basis of some conventional styles, which makes people want to stop.
For example, the 3 Mamba mentality, with color matching, stories, tributes, Chinese embroidery and Logo design, has brought the potential of signature shoes to the extreme, and of course aroused everyone's strong willingness to buy. The brand-new Compassion Classic 4 "Multicolor" is also very popular. As a result, demand is in short supply and prices are rising.
Automatic shoelaces tying has always been a cool concept. The use of motors and induction chips in midsole and lighting makes shoes full of the sense of sight in the future.
The 3D printing technology of many brands also makes the manufactured shoes not only bring us visual subversion, but also provide brand-new solutions and wearing feelings for the projects such as structural cushioning of shoes. Of course, although the application of these technologies is gradually entering the mass production stage, everyone knows their costs, so chasing high technology also has to pay a very high price.
The word "co-branded products" may be unfamiliar to everyone a few years ago, but we have become accustomed to this concept in recent years. Seeing the potential of the market, sports shoes brands are also exploring new growth points, introducing famous stars and designers, and developing more co-branded limited products. Adidas has kanye west, pharrell williams, alexander wang and others, Nike Jordan brand has Drake, and Nike Labu has "HTM" and Gao Qiao Shield. This year, together with Virgil Abloh, we brought Ten series, both of which are extremely amazing, and we have regular cooperation with Supreme, the street trend overlord, which has made many relatively unfamiliar shoes out of this world. But these have not been sold before, and it is still difficult to buy them today.
Fundamentally speaking, the positioning of joint series cannot be a product worn by two people on their feet, and the limit is its label. In doing so, the brand not only enhances the popularity of both parties, but also extends its reach to more and wider fields. This marketing strategy not only brings more attention to it, but also is a means to increase profits. After all, brands are doing business, and better performance often requires a broader market. The form of joint naming conforms to this definition. In the brilliant market competition, enriching the additional attributes of sneakers, constantly piling up the aura of products and creating a crazy atmosphere have become another simple and effective marketing means after complexity, and all this has nothing to do with buying casually.
It is said that Air Jordan's market influence is gone, and Yeezy's attraction is getting lower and lower, but their names always appear in the sales list of high-end sneakers every month. On the one hand, it is more intensive sale and larger volume, on the other hand, it creates an atmosphere through special design, color matching and joint name, creating high market prices, not to mention the intervention of a new generation of technology. On the one hand, we should try our best to cope with market competition, on the other hand, we should try our best to attract attention and make the sneaker market look contradictory and unified.
Maybe one day, the hope of having a pair of YEEZY hands will really come true, but I believe that at that time you will be less excited and expecting, and more emotional and sighing. On the other hand, you may chase other styles that can't be bought at the original price. How to define the current sneaker market, whether to buy casually or produce more phenomenal products, I think everyone has their own ideas and expectations. Of course, all this is beyond your control, and it will take time to give you a satisfactory answer.