The trend of “shoe speculation” cannot be stopped! Who is lighting the fire?
Since the “Lightning Barb” sneakers of an international sports brand were launched in China, their popularity has not diminished. Reporters found on a fashion brand shopping platform that sneakers with a retail price of 1,599 yuan have been sold to about 20,000 yuan, and even reached a maximum of 69,999 yuan, a premium of more than 40 times! Although the price of the shoes has been astonishing, as of press time, more than 1,100 people have paid.
The so-called “shoe speculation” is to buy some fashionable shoes and then hoard them, then sell them when the price rises. Some popular sports shoes with low production volume can be sold at high prices as soon as they are resold.
Not only international brands, but also some domestic brands of shoes are also popular. The reporter browsed various shopping platforms and found that the price of a celebrity basketball shoe with a reference price of only 1,499 yuan has been “speculated” to 48,889 yuan. Another basketball shoe originally priced at 899 yuan, the current price is 5999~6999 yuan, and the codes are seriously broken, and most of the numbers are displayed as out of stock.
Behind the trend of “shoe speculation” lies the tricks of merchants. A shopping guide surnamed Wang from a sports shoe brand said that when selling limited-edition high-end sneakers co-branded by celebrities, many brands will use the method of making reservations, queuing, and drawing lots to conduct “hungry marketing” to increase the scarcity of sneakers to enhance brand value. Xiao Peng, who also has experience buying trendy shoes, said that some limited-edition sneakers are not displayed on the official website at all.
“Professional” “shoe speculators” are also helping to push up shoe prices. The reporter learned that “shoe speculators” use professional shoe grabbing software to snap up popular models at the launch price from official sales channels. When a certain type of shoes is at a low price, they will purchase a large number of the same type of shoes on the shoe speculation platform. Once a certain quantity is reached, they can influence the pricing of the shoes in the secondary market.
Xiong Chao, a lawyer at Beijing Jingshi Law Firm, believes that sneaker brands, “shoe speculators” and various secondary market trading APP platforms have raised the price of so-called trendy shoes to a sky-high price that should not be reached. Some “shoe speculating” behaviors may be illegal, so be careful of the risks. According to the provisions on administrative penalties for price violations, if operators collude with each other and manipulate market prices, causing a significant increase in commodity prices, they shall be ordered to make corrections, their illegal gains shall be confiscated, and a fine of not more than five times of the illegal gains shall be imposed.
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