附录一：外文文献
Open Journal of Social Sciences, 2020, 8, 270-282
https://www.scirp.org/journal/jss
ISSN Online: 2327-5960
ISSN Print: 2327-5952
Frenzy Sneakers after Market: From Price Control to Block Chain
Weihao Zhu1, Maogang Tang2*, Yang Yue1
1No. 2 High School of East China Normal University, Shanghai, China
2School of Business, East China University of Science and Technology, Shanghai, China
How to cite this paper: Zhu, W. H., Tang,
M. G., amp; Yue, Y. (2020). Frenzy Sneakers after Market: From Price Control to Block Chain. Open Journal of Social Sciences, 8, 270-282. https://doi.org/10.4236/jss.2020.810018
Received: September 30, 2020
Accepted: October 26, 2020
Published: October 29, 2020
Copyright copy; 2020 by author(s) and Scientific Research Publishing Inc.
This work is licensed under the Creative Commons Attribution International License (CC BY 4.0).
http://creativecommons.org/licenses/by/4.0/
Open Access
Abstract
Speculators appear during the flourishing age of the sneaker trading tide, try- ing to profit from it by affecting the price of sneakers, which invokes discus- sions about how to eliminate the price premium. We conducted a survey to analyze the need for most consumers aged 15 - 45 and found the biggest problem that most consumers care about: transaction transparency. Statistical data of more than 1000 pairs of shoes collected from the second biggest sneaker platform Nice also proves the correlation between sneakersrsquo; price and price influential factors—release time and demand—obey the basic price me- chanism. An interview with the industry insider also takes a deeper perspec- tive into the market structure. However, through our research, we supposed increasing transaction transparency through block chain should be the priori- ty, so that we can keep pushing the flourishing market.
Keywords
Block Chain, Sneaker Market, Sneaker Trading Platform, Price-Premium, Transaction Transparency, Consumption
Introduction
The Sneaker market has been developing since 1917, and the general trend of the sneaker market is that a pair of shoes is no longer limited to wearing functions, but gradually transformed into a fashionable product, which can even be used for col- lection, investment, and secondary trading. As of September 2019, Chinarsquo;s trendy brandsrsquo; consumption growth rate has reached 62%, which is 3.7 times that of non-trendy brands. Alirsquo;s data also shows that the search volume of fashionable brands has increased by more than 60%, and the sales have increased by 260%. Also, the global sneaker market is worth six billion dollars, where China obtains
W. H. Zhu et al.
1/6 of it (https://tech.sina.com.cn/roll/2020-02-25/doc-iimxyqvz5692240.shtml). With the huge GMV and transaction volume from two main trading plat- forms, Poizon and Nice (two of the biggest sneaker-trading platform in China, which had 15.3 billion yuan and 83 billion yuan for their GMV from 7.16.2017
- 7.15.2019), “price premium” in the secondary market of sneakers has drawn much attention. For instance, a size 8.5 co-branded AJ1 between Nike and famous rapper Travis Scott had an original price of yen;1299. In three months, the price in the secondary market soared to yen;15,000, which means the pre- mium rate exceeded 1000% (https://www.huxiu.com/article/312230.html). Undoub- tedly, the stunning price-premium of a pair of shoes creates a buzz. People feel un- comfortable with the sudden raise of a pair of shoes that they wear on their feet. We took the same question to research on the rationality of the price premium, through statistical technique and deep interviews with different perspectives in the sneaker market, and we finally reached out to the most acute issue-transaction transparency.
According to our survey by sending questionnaires to our friends and relatives aged from 15 to 45, we have received 332 effective responding answers. Among the responders, 70.78% of them have considered purchasing sneakers on secondary trading platforms, 10% of them believe that they will lose interest in purchasing sneakers if the truth or falsehood of sneakers cannot be ensured, and nearly 50% of them would choose their favorite secondary platform based on low rate of getting fake sneakers, which demonstrates that from consumersrsquo; perspectives, buying a fake pair of shoes is much serious than buying shoes with price premium.
To explore whether price premium is necessary and rational to solve, this pa- per applies statistical analysis of 1000 pairs of shoes from Nice, to conduct a correlation and regression analysis, which proved the normality of the current sneaker market.
Additionally, we analyzed a few methods on controlling price premium on sneaker trading platforms but finding downsides which may do harm to the long-period development of the sneaker market. Considering the total volume of trading on Nice and Poison was estimated over 1.8 billion in 2019, the paper was of effectiveness, and the paper also provided methods to solve this problem as well, which is the use of block chain, so that the sneaker trading platform can improve itself and keep going forward on its path.
Questionnaire Survey
The questionaire is designed and distributed through the platform WJX.cn, and the sampling population of this survey covers 332 people aged 15 - 45 in Shang- hai. This survey may have its limitations as the sampling population is voluntary acquaintances of the
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