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Nowadays, people not only like to buy new shoes, but also are keen to sneak out the classic "old shoes" in the second-hand market.

The luxury consignment store The RealReal has sold more than 8 million products in total, so it has a very high say in determining the value of brand resale. Recently, TheRealReal released the second-hand report on luxury goods in the middle of the year, pointing out which brands of shoes were most sought after by Shein Coupons consumers in the first half of 2018.

Interestingly, on the list of brands that use second-hand goods to return value, several well-known sports brands have surpassed luxury brands such as Gucci and Hermes. Among them, Adidas' Yeezy low-top shoes are the best-selling men's sports shoes in almost all major cities in the United States, and the Yeezy series of used shoes are still the most popular brands for female consumers, followed by Nike and Gucci.

Adidas' Yeezy shoes are still one of the most sought-after sneakers.

The high rate of return on used sneakers has also driven the sales of sneakers from luxury brands. According to TheRealReal, consumers are keen to snap up Chanel's high-top sneakers and the Parisian family's Triple S sneakers, which can be sold for more than $1,000.

According to TheRealReal, the second-hand value brands of women's shoes are Adidas Yeezy, Nike, Gucci, Hermes, Hunter, LV, Chanel, Golden Goose, Vetements and Christian Louboutin.

Driven by popular culture, as well as sports brands and fashion big-name designers have repeatedly launched limited-edition products, in recent years, second-hand shoes trading has become a hot industry. According to the Highsnobiety website, the global used shoe market totals about $1 billion, but this number does not cover all market transactions, and the actual total may be greater than this figure.

As the total volume of the market continues to expand, the trading platforms and retailers active in the market do not meet the current situation of the industry, and they are seeking mergers and financing, hoping to form a large-scale operation. Quickly profit.

At the beginning of 2018, the three most important trading platforms in the used shoe market, Stadium Goods, Flight Club and GOAT, made their own choices. The New York-based consignment, Stadium Goods, announced that it had received an investment from the LVMH Group's luxury venture capital, the number of which was not disclosed. On the same day, two other trend shoe stores, Flight Club from New York and GOAT in Los Angeles, announced that they would merge.

Before the merger of GOAT and Flight Club, they have jointly secured a $60 million financing, plus the $37.6 million financing previously received by GOAT. The newly established trading platform has received $97.6 million in external funding.

A year ago, Stadium Goods also received a $46 million Series A financing. Pushing another year forward, StockX, another important player on the market, announced that it has partnered with NBA Cavaliers Cavaliers owner Dan Gilbert to establish a StockX shoe market in Detroit.

For a time, the market of second-hand sneakers, which was originally inseparable from each other’s forces, suddenly became a situation of three-way confrontation. This also made people realize that the scale of the Newchic Coupon Code second-hand sneaker trading market seems to have been put on the agenda.

The expansion of the total market has allowed the trading platform to see the profit margin brought by the scale development, and the natural attributes of the second-hand shoe trading have strengthened the urgency of the platform.

The source of used sneakers - sports brands, has a strong control over the supply relationship of this market.

Matt Powell, an analyst with NPD Group, who has been studying sports brands, said: "The Achilles heel of this industry is that the fate of retailers is not controlled by external forces within the industry. If there are too many new in the market Products, then second-hand transactions must be contained."

Sports brands need to drive revenue through the sale of new products with higher interest rates. They also need to create products that flow into the second-hand market, boosting demand for branded products and creating more product topics.

Take Nike as an example. According to the analysis of the trend culture website Highsnobiety, Nike can accurately calculate the market demand for this product when it sells new shoes. The company can ensure that only a small portion of the goods are released into the resale market outside the official sales, which account for about 4% of the total number of products sold. This method guarantees that Nike's new shoes are sold out, while some surpluses still enter the second-hand market at unbeatable prices, and continue to mobilize consumers' appetite in the process of circulation.

Sports brands can control the fate of second-hand sneaker trade by controlling the supply of sneakers.

Nike will not increase supply or increase prices because of the shortage of explosive products. Because more new shoes are offered, consumers may be prevented from buying the 4% of the products in the second-hand market. It is important to know that annual second-hand transactions can also give Nike millions of dollars in revenue; Let consumers think twice about buying 96% of the products that are normally on sale.

The Air Jordan odd goods in the used sneaker market can be used, and the price is high. In recent years, the popularity of Jordan brand shoes has clearly dropped. This has a lot to do with the introduction of more new and re-engraved shoes by the Nike and Jordan brands.

Brands such as Nike are in a strong relationship with retailers. They can directly influence the retailer's operations by adjusting supply, and can also change the original retail network by controlling the Dacoz.com quantity and quality of retailers.

Last year, Nike announced an adjustment that would streamline Nike's global retail partners, select 40 key partners to continue to cooperate, eliminate unmatched retailers, and increase the development of Nike's direct business.

Under such pressure, retailers and trading platforms may have difficulty holding the brand's thighs, so they need to warm up each other and form a synergy against external shocks.

In the future, we may see an Amazon that specializes in used sneakers.