Name: 【TED】祕密的運動鞋市場--以及為什麼它很重要｜Josh Luber (【TED】The secret sneaker market — and why it matters | Josh Luber)
Uploaded: 2021-01-14T06:40:04.000Z
Duration: 11 min 52 s

這是Air Jordan 3代 「黑白爆裂紋」球鞋。

情態助動詞 B1

This might be the most important sneaker in history.

這可能是歷史上最重要的球鞋。

this is the shoe that started Nike marketing as we know it.

開啟了我們今天所熟知的 Nike行銷手法。

This is the shoe that propelled the entire Air Jordan lineage,

The Air Jordan 3 Black Cement did for sneakers

Air Jordan 3代黑白爆裂紋 在球鞋中的重要性

幾乎每個名人都被看見穿過這雙鞋。

There's a site about what to wear with the Black Cement.

甚至還有個網站專門介紹 搭配這雙鞋的各種服飾。

It's been right under your nose for decades

這些事情在你眼下已經發生好幾十年，

most of you are probably thinking, "Sneakers?"

你們當中大部分人可能 正在想：「球鞋！？」

還有關於球鞋一些意想不到的事，

and how they're all related, possibly, to the future of all online commerce.

還有他們如何會影響到 線上商業行為的未來。

the last time the Jordan 3 Black Cement was released,

Jordan 3代黑白爆裂紋 最後一次發表時，

And that's because people were camped outside of sneaker stores

原因是許多人就在鞋店外搭帳篷，

thousands of those pairs were on eBay for two and three times retail.

其中好幾千雙就在eBay上 以兩、三倍的價格上架。

In fact, there's over 1,000 pairs on eBay right now, four years later.

事實上，現在還有超過一千雙 在eBay上販售，即使時隔四年。

這件事情每個禮拜六都會發生。

Every week there's another release or two or three,

每個禮拜都會有 一雙鞋釋出，甚至兩、三雙，

as rich and compelling as the Jordan 3 Black Cement.

和Air Jordan 3代 黑色爆裂紋一樣精采迷人。

This is Nike building the marketplace for sneakerheads --

這是Nike為了這些「鞋頭」 在打造的市場－－

「鞋頭」指的是蒐集球鞋的人，

她身上穿著「我愛爸爸」的T恤。

For the brands, sneakerheads are a very important demographic.

對這些品牌而言， 鞋頭是非常重要的一群人。

These are the tastemakers; these are the Apple fanboys.

他們是引領潮流的人； 他們是鞋界的果粉。

a pair of $8,000 Back to the Future sneakers?

一雙8,000美元的「回到未來」鞋？

當然這很明顯地是個反常的案例，

the resell sneaker market is definitely not.

但球鞋轉售的市場可絕對不是。

of a few people who like sneakers just a bit too much --

在這些愛鞋有點過頭的人之間流竄……

there have been over nine million pairs of shoes

總價值超過12億美元的市場裡。

在球鞋收藏的名人堂裡， 我連註冊的資格都沒有。

In the pantheon of great collections, mine doesn't even register.

我有大約250雙， 但相信我，我算小咖的。

I have about 250 pairs, but trust me, I am small-time.

I'm a very typical 37-year-old sneakerhead.

我是看著麥可‧喬丹打球長大的，

I grew up playing basketball when Michael Jordan played,

my mother would never buy me Air Jordans,

所以拿到錢馬上 跑去買Air Jordan──

as soon as I got some money I bought Air Jordans --

真的，我們都有一模一樣的故事。

literally, we all have the exact same story.

在嘗試創業三次之後， 我找了一個策略顧問的工作，

After starting three companies, I took a job as a strategy consultant,

當時我立刻意識到 我完全不瞭解數據這件事。

when I very quickly realized that I didn't know the first thing about data.

但我開始去學，因為我得學會，

所以我開始想，是不是 能掌握一些球鞋相關的數據，

So I thought, I wonder if I could get ahold of some sneaker data,

讓我能用這些數據輔助個人興趣。

一個真正參考自數據的市場觀點。

四年後的今天，我們已經在 分析超過2,500萬筆交易，

And four years later, we're analyzing over 25 million transactions,

為數以千計的球鞋提供即時分析。

providing real-time analytics on thousands of sneakers.

現在鞋頭們會在搭帳篷 等球鞋發售前先確認價格。

Now sneakerheads check prices while camping out for releases.

另外也有人利用這些數據 來核定保險理賠的金額。

Others have used the data to validate insurance claims.

And the top investment banks in the world

正在利用轉售的數據 來分析鞋類零售業。

now use resell data to analyze the retail footwear industry.

鞋頭可以追蹤他們 所收鞋款的價值變化，

Sneakerheads can track the value of their collection over time,

and have access to the same analytics you might

像鞋頭丹建立了自己的組合， 並選出自己擁有哪352雙鞋。

So sneakerhead Dan builds his collection and identifies which 352 are his.

他可以看到這些鞋 價值103,000美元──

老實說，只是中等程度的收藏。

他還可以看到在他的資產水平上， 每雙鞋的損益為何。

At the asset level, he can see gain-loss by shoe.

可以看到他的一雙鞋賺了超過600美元。

Here he's made over 600 dollars on one pair.

所以這個不受規範、價值12億美元、

So an unregulated 1.2 billion dollar industry

在街上和線上都一樣活躍的產業，

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【TED】祕密的運動鞋市場--以及為什麼它很重要｜Josh Luber (【TED】The secret sneaker market — and why it matters | Josh Luber)

literally

epidemic

opportunity

thrive