The "Civilian" Strategy Of "Kan Ye" Worked, And The Yeezy Series Sales Increased By 6 Times In One Season.

"Finally, anyone who wants to wear Yeezy can wear Yeezy." in an interview in 2015, Kanye West, the rapper and founder of Yeezy brand, made such a bold statement.

Three years later, he is carrying out his promise.

In September 21, 2018, Adidas and West released Yeezy Boost 350 V2 "Triple White", priced at 200 US dollars / double.

The two Yeezy not only reduced prices, but also issued unprecedented volumes.

Earlier, the Yeezy Mafia of the twitter account said that the Yeezy Boost 350 V2 series would sell 1 million pairs.

Although the annual output of Adidas's 403 million pairs of shoes (2017), 1 million pairs of shoes are not surprising.

But for thousands of double Yeezy, Yeezy series, this is almost astronomical.

West and Adidas both used the term "democracy" to describe the Yeezy's selling strategy.

According to the latest sales figures, the strategy seems to work.

According to industry media Footwear News, Matt Powell, senior sports consultant of NPD group, a market research firm, said that in the past quarter, the Yeezy series showed "super expected growth", and sales volume rose six times in the fourth quarter of 2018.

But he also hints: "it remains to be seen whether Yeezy can withstand the pressure of expanding sales."

Powell often said that if sports shoes lose their scarcity, they are quite risky, because scarcity is the value of sports shoes.

Kanye West's influence in the music and fashion world is beyond doubt. He is also a popular promoter of the Yeezy series.

But since the birth of the Yeezy Series in 2009, Nike and Adidas have made the marketing strategy for them, helping Yeezy to go to the high point of value.

When Adidas launched the first Yeezy Boost 750 in 2015, many of the eagerly looking buyers in the market could only compete on Adidas's official App for 9000 pairs of shoes.

The shoe war ended in ten minutes.

The crazy first scene is just a prelude, and the platform for selling the shoes is Yeezy's proof of his main stage.

The sale price of a pair of coconut shoes can reach 4 times the original price on the StockX platform.

"West's products can usually be fry up to several times the original price," Powell said. "People buy this pair of shoes not for the sake of wearing, only because they get some sense of ritual, and a pair of Yeezy is like an asset that can be added."

But hunger marketing is the way to pay attention to consumers, but the way that products generate revenue for brands is to sell themselves more.

The previous Yeezy shoes usually sold out in 1 hours or even minutes.

But the new Yeezy Boost 350 V2 "Triple White" can still be found on the store shelves a few weeks after the sale, and the price in the secondary market is no higher than the retail price.

However, the total income gained by unit price multiplied by sales volume is the most valued by buyers and brands.

The incremental price cut of Yeezy Boost 350 V2 may be the exploratory action of Adidas and Yeezy market strategy pformation.

But there is no doubt that the value of the Yeezy series will be discounted, and other new ones are still high and low.

Author: Wang Yi WY