40 Billion, The Market Has Created The Desire Of Young People To Buy Shoes And These New Jobs.

An obvious trend is that sports shoes have gone from sports field to fashion field, and become the standard products of people.

Open the exhaust system in the studio, the people behind the mask wear gloves, and carry the AJ6 on the custom-made platform (a sneaker of Jordan).

From the manuscript to the last dry, as a shoe maker, he spends at least 5 hours a day, spending time with all kinds of sneakers.

In the past 6 years, there are no more than 1000 pairs of custom shoes designed and completed by AI Jian, and at least 50 new models will be born every year. This 92 year shoe maker, through his magic hands, doesn't know how many shoe lovers he has and how he pursues individuality.

In 1839, the American Charles Goodyear invented vulcanized rubber. By the middle of 1870s, rubber soles were used to enter the door tennis shoes, so the sneakers were born.

By 1990s, the street skateboard culture in the east coast of the United States flourished, and at that time several popular skateboard brands and skateboard shoes were produced. With the return of basketball spirit Jordan, the culture of sneakers began to take shape and entered China, which deeply affected the young people.

Jumping out of the traditional "cobbler", Jian is also the beneficiary of shoe culture and the Internet. As a new career that has been spawned by the Internet age, the shoe maker has seen a lot of shoes. He has seen many people and has seen all kinds of reasons for "like" sneakers.

No matter how expensive the sneakers are, they are drawing paper in the eyes of the tailor.

Ah Jian likes sports shoes and enjoys self achievement when dealing with sports shoes.

"Before participating in sneakers lab activities, there was Clay Thompson who was in touch with the NBA warriors. At that time, the language was incoherent. Close interaction with NBA's stars is an aspiration of countless boys. But for AI, similar opportunities are enviable.

In addition to Clay Thompson, ah Jian also made shoes for Tony Parker who had won the 4 NBA championship.

Guo Ailun and other domestic stars' shoes also have his own works. "There was a pair of sneakers, which was received at 5:30 p.m., and finished all night. Second days later, Shenyang was sent back by the earliest courier." In the CBA finals, Liaoning won the night. In CCTV5's footage, Zhao Jiwei wore it to the podium.

This is undoubtedly the highlight of the shoe customization.

But more often than not, it can make the shoe maker customize the magic power and handle more, or the usual shoes of ordinary guests.

In the era of shopping experience and content, a pair of story shoes make the two share something in common.

The millennial generation that focuses on consumption experience is higher than commodities. The requirement for brand story telling is rooted in a simple, open and transparent model, and a sincere way of life, which is consistent with the street culture of sneakers.

This is why more and more young people begin to talk about shoes and shoes when their shoes are blowing into the trend of the whole nation.

As for custom designers, every shoe is equal to each other, and every lover is equal and consuming the same strength. They only do well for each pair of "works of art".

"Customers will make some requests, such as their favorite elements, or signature labels or logo." A Jian clearly felt that more and more football fans began to hope that their shoes could become a unique exclusive product, or as a gift with special commemorative significance.

This also allows Nike and Adidas officials to draw on many of their options. In addition, some relatively simple and large-scale methods can be applied to some stores under the line, such as immersion and water transfer printing. A Jian told me.

The price of each custom division is not equal, and most of the passengers on the arm are priced at 700-1500 yuan. This represents a certain economic foundation for customized guests.

But the biggest customization is not AJ, but AirForce series. "This shoe is more classic and simple and easy to show on it." And the price of the original shoes of six yuan or seven hundred yuan is acceptable to most people.

"Customizing is the first street culture that originated in the United States. The children of working families can not afford to buy AJ, but most of them can afford AF, so the popularity of AF is bigger, and it also gradually carries the culture in this area." Jian believes that the true respect for shoes culture is not about price, but about "fastidious" and personal aesthetics.

In addition to customized shoes transformation, he will also pick up some shoes repaired. "Many genuine shoe materials are quite particular, such as the materials for the toe, or the radian of the heel. Sometimes leather only takes part of the skin. Therefore, he will often carefully select leather materials and paints on Taobao carefully.

Over the past few years, the range of customization has also been shared from canvas to joint names. When asked about the expensive joint names such as off-white, would it be a little worried when he felt a little worried? "It doesn't matter how much money a customer sends," he said.

One thousand people have one thousand reasons why they like shoes.

In the eyes of young people in pursuit of fashion, the price of sneakers is sometimes more than the pursuit of shoes.

"When I was talking with some young guests, I found that they had some follow suit." Many of them are 00 years old, and most of them are from first tier cities or big cities.

In exchange, he felt that in these eyes of "young children", "a lot of time is good, and good is the trend." Therefore, the relatively high price of AJ, instead of micro-blog on the jitter, quickly red, and even let "rush to rush" has become its new round of goods slogan.

The SPD studio's weird hung took part in the Taobao building Festival last year. He was also a shoe maker. He also noticed that "the circle of shoes is not easy to say now. There are still a group of people who are very impetuous. What is fried and rushing is not really like sneakers."

Strange Hong also has the reason that he likes sneakers: "when you are in primary school, you can buy a new shoe in the new year, and every time you want to sleep on New Year's Eve." So the treasure of the shoes gradually became his innate attitude.

It is simple to divide the shoes consumption crowd, the first category is the ordinary consumer group, because the simple consumption style and brand purchase, the consumption power is normal; the second category is the people who have higher requirements for fashion, the main demand of sports shoes is not. As the trend trend, the popular styles must be in the bag, and go to the third category. They are street culture followers, senior fans and sports shoes collectors (known as "Sneakerhead"). They have very high requirements for the styles and quantity of the shoes, not only the popular ones, but also the classical ones. Therefore, the limited amount of classic money is of high value in the market.

After making contact with the shoes, he made a lot of sneakerhead in the circles. These people, who are full of shoes, often have various kinds of trials. For example, a group of man to explode men will carefully embroider flowers with their shoes.

Deep into the heart, there are more or less hobbyists who have no skills at all. "For example, if you buy it, you don't wear it." In the circle, Xiamen's Yu Qin is a 94 year old basketball fan enthusiast, often in his activities planning, into the contents of sports shoes.

On his desk cupboard, a AJ1 is broken.

"Although the shoes were signed in official channels, they did not get the appropriate code." But I am too fond of it and never give up. "Simply put one in the office and placed one at home. My colleagues describe me as saying, "Yu Qin loves to give his shoes."

His love for this pair of shoes stems from the story behind his shoes. Jordan once wore black and orange tri colored jerseys in a European performance match, and dunking the rebounds directly when he dunk. So this pair of AJ1 with the same color is also directly named "clasp", "implies some kind of advocacy of power, colouring is cool, and the story is cool."

But no matter why they like AJ, the OG old guns in the circle are also good. After 00 or 10 generations of the new generation, they all feel the same antipathy towards the fried shoes.

Variety and short video will further blow the wind.

"After the general official website releases new color matching and sales volume, shoe dealers begin to organize competitions, hoarding shoes and raising prices according to the heat." Xiamen's post 95 MB is a deeply felt AJ1 enthusiast.

Half of his seven double AJ1 prices have doubled.

"Before graduation, the AJ1 silver plated, Leonardo Memorial money, bought 2800 yuan." Today, the price of poison APP has reached 12499 yuan.

And let the AJ price "take off" straight away, can not escape now, "China has hip-hop", "this is hip-hop" and other trend variety, even including the "Spring Festival Gala", let the AJ star's same money, become the shoe vendor's eyes rocking Qian Shu.

Not only are celebrities such as Wu Yifan contributing to AJ's ability to carry goods, but also in street culture related arts. Even the AJ13 panda, who was dressed in the Spring Festival gala by Zhu Yilong, also realized the full price increase in both men and women in one night.

"Actually, I was also the first time to go to school, because the hot dog wore a pair of" Oreo "and began to like AJ. MB is also like most of the 00 of the shoes that are first attracted to the shoes, and the connection with AJ starts with Yan value.

When AJ was brought to the draught by the stars, the whole wall was "collectors" of all sports shoes on various short video platforms, and became the envy of many people.

"In fact, shoes will be placed for a long time, and will not be ready in a few years. So it's not suitable for collectibles. " A Jian believes that shoes must first achieve their own wear value. When it really has some connection with the owner, it is worth remembering, and then it is more meaningful to preserve it well.

But obviously, the touting of AJ is far higher than that. Can I step on your AJ? I once became a hot topic of micro-blog, Jo, and so on. Even from "can I step on your AJ to kiss you?" the God of "you can step on me and kiss my AJ" is derived.

In March 9th this year, the Jordan Tmall flagship store launched the new AJ6 Cherry Blossom powder, attracting more than 370 thousand subscribers who came to draw lots.

This made the male consumers who were once considered "more difficult to be moved" led a "suspense" economy without any suspense. Even Bai Jing ting and other stars have openly revealed their baby's degree to AJ.

At present, the global sports shoe collection market has a scale of US $6 billion (about 40 billion RMB), of which the US market accounts for us $1 billion 200 million, and China and other Asian countries are new growth points. The development of sports shoes culture in China has a history of more than ten years. Opportunities and challenges coexist in the Chinese market, which is beginning to mature online and offline. Many well-known shoe store brands have begun to plan to enter China as a whole and take China's stores as the first step in Asia.

But the AJ fever, which is brought by stars, variety and short videos, will eventually be taken. A Jian, Guai Hong, Yu Qin and MB are not very clear.

"AJ from sneakers to cultural symbols, to this day, the trend of a lot of people is unknown. What will happen next? It may depend on the definition of 00 and 10."

Then, ah Jian picked up the newly received AJ4, and tried to restore the demand in his mind.