台灣限量、流行球鞋轉售市場之消費者心理與競爭分析

Abstract

2014至2015年間，Nike旗下主打高端、限量的品牌─Jordan，開始在街頭流行文化中佔有一席之地，加上國內、外名人在社群媒體的曝光與推崇，球鞋文化迅速擴及到整個年輕族群，慢慢地球鞋不再只是運動用品，更是能表達自我價值與形象的時尚單品。受到這一流行趨勢的影響，年輕人對球鞋的需求不斷提升，使得台灣球鞋轉售市場開始蓬勃發展，而每到限量鞋發售的時刻，更是演變成排隊人潮綿綿不絕的全民運動。 然而，從2015年起，Nike公司的CEO宣布要讓旗下Jordan品牌於2020年達到年銷售額45億美金與年銷量翻倍的營運目標。自此，Jordan品牌開始提升鞋款推陳出新的速率，同時增加單一鞋款發售量與零售價。此一策略與做法，快速衝擊台灣限量、流行球鞋轉售市場，不僅改變了消費者的購買態度與行為，更提升了球鞋轉售市場內的競爭程度，使經營環境變得更加險峻。 本研究透過問卷設計調查消費者購買限量鞋的心理與態度，從中了解目標客群與非目標客群在消費心理上的差異，以此作為日後判斷流行與潮流趨勢的準則，並將之運用在球鞋轉售，希望藉此提升轉售利潤與營運績效。 此外，本研究深知球鞋轉售並非單純地了解消費者心理就能提升利潤與績效，整體經營環境也扮演很重要的腳色，因此同時運用五力分析剖析轉售市場內各參與者之間的關係，探討球鞋轉售是否具有長久發展性以及經營者該如何生存。 本研究結論總結問卷結果及五力分析，提供轉售市場經營者幾點操作面與策略面上的經營建議。

Between 2014 and 2015, Jordan brand, the high-end and limited brand of Nike, Inc., started to become an important role in street fashion. Celebrities around the world started to wear sneakers as their fashion style and share these pictures through social medias. From that moment on, sneaker culture has become popular among young people, especially those who are active on social medias and being perceived as cool. Sneakers are no longer just sport wears but a fashion style that shows who you are and represents self image. Because of this fashion trend, the demand for sneakers began to increase in retail market, especially whenever there is an limited-edition release, people would just wait in line for hours, sometimes even days just trying to get a pair. The popularity of sneaker culture and sneaker madness also cause the sneaker reselling market in Taiwan to grow faster than ever. However, in 2015, the CEO of Nike, Inc. set a goal that the Jordan brand will achieve annual sales of $4.5 billion by 2020 and double what Jordan brand’s current yearly figure amounts. Since then, Jordan brand has not only increased both of their new styles and the frequency of new releases, simultaneously, but also the retail price and the quantities of every new styles. This new strategy had a devastating impact on sneaker reselling market. Not only did it change the consumer buying attitude and behavior but also increased the level of competition, making the business environment more difficult than ever. This research conducted a questionnaire to find out why target customers are buying limited-edition sneakers and the psychological mechanism behind it. Hoping this will help us to set up some criteria in order to understand how and what will affect a trend to develope. And then apply it to sneaker reselling to increase profit and performance. In addition, we were aware that it is not that simple, just understanding the psychological mechanism behind sneaker madness and then the profit and performance would increase. Therefore, this study also used five force analysis to analyze the relationships between each roles in sneaker reselling market in Taiwan and discussed if there’s a promising future, including how to survive. In the end, this study combined the results of questionnaire and five force analysis to provide some advises, strategically and practically.