行业概述方面，潮鞋转售是兼具潮流文化、收藏价值与流通属性的交易行为，涵盖限量款、联名款、经典复刻款等多类产品， 形成了包含品牌方、转售平台、鉴定机构、物流服务商等在内的完整生态链。中国潮鞋转售市场起步较晚但发展迅猛，2024年 市场规模已突破数百亿元，年均增长率超30%，主要集中于一线城市及新一线城市，东部沿海地区为核心阵地，中西部地区正 逐步成为新增长点。 今天分享的是：硕远咨询：2025年国潮鞋转售行业市场研究报告 报告共计：27页 2025年国潮鞋转售行业市场研究报告核心总结 《2025年国潮鞋转售行业市场研究报告》全面剖析了该行业的发展现状、市场特征、竞争格局及未来趋势，展现了这一融合潮 流文化与商业价值的细分领域的发展全貌。 市场需求端，18-35岁的年轻白领与大学生是核心消费群体，男性用户略占多数，女性消费者增速显著。购买动机涵盖收藏、个 性表达、社交及实用需求，消费者注重鞋款的设计感、稀缺性与舒适度，线上专业转售平台因鉴定保障和交易便捷成为主流渠 道，KOL与社交媒体对消费决策影响深远。Z世代和00后作为新兴主力，更追求个性化与数字化体验，推动循环消费模式兴起。 竞争格局上，得物、毒App、闲鱼 ...

报告全面剖析中国国潮鞋转售行业的发展现状、竞争格局、消费特征及未来趋势，为行业参与者提供全景式参考。 潮鞋转售行业是融合潮流文化、收藏价值与投资属性的细分市场，涵盖限量款、联名款、经典复刻款等多元品类，形成了 "品牌方 - 零售商 - 转售平台 - 消费者" 的完整产业链，鉴定机构与物流服务商为市场提供关键支撑。行业发展迅速，2024 年市场规模已突 破数百亿元，年均增长率超 30%，远超传统鞋类市场，主要集中于一线及新一线城市，东部沿海地区为核心阵地，中西部地区正 快速崛起。 市场需求端呈现鲜明特征，18-35 岁年轻群体为核心消费力量，20-30 岁年轻白领与大学生占比最高，男性用户略多但女性消费增 速显著。消费者购买动机涵盖收藏投资、个性表达、社交需求及实用需求，稀缺性、设计感与舒适度是核心选购标准。线上渠道主 导交易，得物、毒 App 等专业平台凭借鉴定服务与交易保障成为首选，KOL 推荐与社交媒体传播对消费决策影响深远，Z 世代对 潮鞋溢价接受度较高，超七成可接受 500 元以上溢价。 竞争格局方面，头部平台形成差异化优势：得物以严格鉴定体系与丰富品类领跑，毒 App 侧重潮流社区建设，闲鱼凭借广泛 ...

Business Strategy & Performance - Nike is refocusing on the athlete as the central point of its strategy [2][16] - The company aims to improve competitiveness and drive revenue and market share gains by segmenting brands by sport [10] - Nike is working to ensure a consumer-right assortment for each shopper and location, aiming to elevate presentation and drive sell-through [13] - Nike is focused on being the most profitable brand wherever its products are sold, driving revenue and profit for both the company and its retailers [13][14] Product & Inventory Management - Nike is addressing over-reliance on Air Jordan 1, Air Force One, and Nike Dunk franchises [4] - The company is still working to clean up Dunk inventory, with analysts estimating $4 billion in revenue from Nike Dunk in fiscal year 2025 [4][5] - Nike is phasing out the Dunk and working with wholesale partners to clear remaining stock [5] - Air Force One is returning to a good inventory position [4] - A Caitlyn Clark shoe is in development, with careful attention to her logo and product preferences [7][8] Distribution & Partnerships - Nike is re-engaging with retail partners like Macy's, DSW, and Academy Sports to boost sales [12] - The company is back on Amazon with a thoughtful assortment strategy tailored to specific consumers [10][11] Employee Morale - Nike has shifted back to its core mission of serving the athlete, which has elevated morale and focus among employees [16]

Core Insights - Nike is refocusing on its core mission of putting athletes at the center of its strategy after experiencing significant market value loss due to previous missteps [2][16] - The company is working to clear excess inventory, particularly for its major franchises like Air Jordan 1, Air Force One, and Nike Dunk, which have seen a decline in consumer interest [3][5] - Nike is re-engaging with retail partners to boost sales after years of focusing on direct-to-consumer strategies, ensuring a thoughtful assortment of products across different retail environments [12][14] Inventory Management - Nike has been slashing prices to manage excess inventory, particularly for the Nike Dunk, which generated an estimated $4 billion in fiscal 2025 but is now being phased out [3][5] - The company acknowledges the need to improve inventory levels for its key franchises, with ongoing efforts to restore the appeal of the Dunk and Air Jordan 1 [4][5] Product Development and Innovation - Nike is launching new products, including a 4-in-1 jacket for the upcoming Olympics and a shoe for athlete Caitlyn Clark, indicating a commitment to innovation and women's sports [6][7] - The company is enhancing its competitive edge in the running category by appointing a general manager for Nike running, focusing on product quality and storytelling [10] Retail Strategy - Nike is returning to retail partnerships with stores like Macy's and DSW, aiming to present its products in a premium manner while catering to diverse consumer needs [12][14] - The strategy includes ensuring that the brand's premium image is maintained across all sales channels, whether direct or through wholesale [13] Employee Morale and Company Culture - The leadership is focused on improving employee morale by emphasizing a return to the company's foundational mission of serving athletes, which has positively impacted the workplace environment [16][17]