In 2018, the ten most expensive second-hand shoes are from Nike, with a maximum premium of 2438%.

Throughout 2018, the most expensive pair of shoes in the second-hand sneaker market is hard to say: a pair of military green basketball shoes, which have never been released since the 2017 NBA All-Star Game debut, is a retired Kobe Bryant. One of the three pairs of Ryan's first signature shoe Kobe 1 and the California street brand Undefeated.

The color scheme is limited by friends and relatives. On July 14, 2018, the Undefeated Tokyo Harajuku new store opened for sale. The average transaction price of the $180 offer price after entering the secondary market was $3,904, an increase of 2169%.

Looks like a scary number. But compared to many years ago, Nike's AJ shoes can be sold to the shoe dealers to earn tens of thousands of dollars. Today's used shoe market is not so crazy. And as more and more players enter, the market becomes more standardized.

The North American shoe trading platform StockX is one of them. It was formerly the sneaker information website Campless. Now it is an online second-hand sneaker reselling market. The platform presents their trading data from eBay and other e-commerce providers, telling users the historical transaction price, fluctuations, premium ratio, etc. of a limited edition sneaker. Like stocks.

Recently, StockX announced the most expensive pair of second-hand shoes in 2018, with a price range of $1,430 to $3,904.

The most expensive price is the pair of Undefeated Kobe joint models. The most "cheap" price is the co-branded Star All Over, which is a combination of Nike AF1 and Edison Clot, which is 233.3% more expensive than the $450 price. The highest gain was the AJ1 Basel Black color, which had an average transaction price, which was 2438%.

Of the average price list, 8 are from Nike. This is basically consistent with the industry's general belief that Nike will return to another in 2018. Adidas, who was able to occupy the list about two years ago (when it appeared as a subversive), has now moved to another ranking.

The large number of Yeezy shoes sold in 2018 basically completed Kanye West's commitment to "everyone can wear coconut." In terms of market share, Yeezy's two shoes accounted for 31%, while the remaining 8 pairs of Nike added up to 69%.

Looking closely at this list, you will find that the cool definition of this niche market is changing, and there are many other factors that can make the price of a pair of shoes even higher.

There are three athletes on the list. Kobe, Irving, and the ubiquitous Jordan, but only Owen is currently in service. Combined with the Parisian family Triple S, which is on the 6th of the list, the luxury goods industry has invested heavily in sports shoes over the past two years with significant results.

Ranked 2nd and 4th in the transaction price is Nike's two-double AJ1 at the Art Basel. This is the formula of the classic AJ + art.

The only pair of Adi shoes in the third place is a 3D printed sole developed by the German sports group and Silicon Valley startup. The joint target is the trend shoe store Invincible. In addition to AJ, AF, the three pairs of Nike shoes are the new sole technology Zoom launched by the company in 2017 with the Marathon Challenge Breaking2. The series is also sold at a very high price in 2018.

Simply put, the old rules of the game (scarcity, sneaker technology) are still working, and new rules of the game are beginning to emerge, including the trend of increasingly popular fashion store channels, the co-branding of fashion brands, the premium of art and celebrities. and many more. As more and more players participate in this market, the name of a pair of shoes can be made longer and longer, even three lines can be written, just like a password recognized within the community, you must know this table. All players are the ones who know how to do it.

Matt Powell, sports business analyst at NPD Group, once commented that the shoe resale market is too dependent on the number of sports companies to sell. “This is the Achilles heel of the industry. Their wealth is controlled by forces outside their business. If there are too many products on the market, it will force the resale market to collapse.”

In 2014, Nike re-enacted more than 52 pairs of AJ shoes in a year, which made AJ's resale market suddenly extinguished. However, soon after Adidas joined in, the Yeizez series expanded the collection market. By 2018, every fashion week there will be a large number of designer shoes and sports company joint shoes, plus expensive sports shoes launched by luxury brands. More conspirators will make this market flourish and it will not appear in a short time. It crashes easily.

Behind this is a trend consumer who is increasingly valued by the brand. Regarding the size of the sneaker resale market, the industry has different opinions, and the widely circulated saying is that StockX declared $1 billion in 2014. But in fact, founder Josh Luber has been revised to 6 billion in 2018. According to a report by Grand VIew Research, the global sports shoe market will reach US$95.14 billion in 2025.

Since there are still many transactions taking place under the surface of the water, in addition to the open e-commerce platform, in recent years, the sneaker resale APP has been launched, and there are hundreds of consignment shoe stores on the street and a comprehensive platform such as eBay and Taobao. It is difficult to count. An exact number. However, from the perspective of capital flow, investors are very optimistic about the business of reselling shoes.

We sorted out the players who received financing and mergers and acquisitions in 2018. The money behind them is diverse. There are celebrities, venture capital funds, and fashion groups. For example, the luxury goods e-commerce company Farfetch, which is the purchase of Stadium Goods, is the primary market and the second. The market is showing signs of convergence.

Each platform is doing its best to grow in size, because businesses that are most effective in determining the user’s willingness to pay will have an advantage over their competitors. This makes the data brought by scale more important than ever. No one would be born to think that the $418 Yeezy 350v2 is "cost-effective", but if the platform can use data to prove that the number is historically low and very valuable, it is easy to encourage users to place orders.

The emergence of the platform has made the market professional, and their ability to reach trend consumers is valued by brand companies.

Eddy Lu, the founder of GOAT, which claims to have 11 million users, said that 25% of the inventory on the platform is not second-hand shoes, but the latest products from various brands. GOAT was the first APP-based resale platform, and their growth was mainly driven by advertising in the Apple Store.

StockX is backed by the Quicken Loans Group, which rebuilds funds in Detroit, the largest resale platform for sneakers in the US market. StockX is now selling other used collections such as streetwear, watches, bags and more.

At the same time, Stadium Goods, which has been funded by LVMH's funds, plans to open a physical store in several major cities to develop its online resale business. The brand has opened a Tmall store and launched the Chinese version of the app. It is conceivable that the exclusive products of the LVMH Group will be available for sale in this channel in the future.

In China, the similar business is the poison APP of Tigers, and the YOHO!BUY that announced the UFO flying saucer on the online shoes trading channel in late 2018. The latter is also a primary market that combines resale platforms.

An iconic example is in April 2018, the Italian fashion house Versace chose to exclusively sell the brand and rapper 2Chanz on the sneaker resale APP GOAT, the limited-edition old shoe Chain Reaction, priced at $ 920.

In the end, there may be such a ridiculous scene: a sales and a second sale seamlessly, the person who first grabbed the shoes, even without the need to get the real thing, can be transferred online to another customer who is obsessed with the shoes.