In recent years, with the improvement of people's income level, the national fitness trend has arisen in China. Young people not only care about the management of body shape, but also care about the daily clothes. Under this background, the sneaker economy arises at the historic moment and produces a huge market.

From the perspective of factors people consider when buying sneakers, 57.1% of consumers consider the style of sneakers most, by the price and function/use, accounting for 56.1% and 51.6% respectively. Some consumers also consider the brand, safety and technology content of products, accounting for 43.1 percent, 40.8 percent and 34.2 percent, respectively.

According to the data, consumers mainly buy sneakers and clothing through offline physical stores and integrated e-commerce platforms, accounting for 61.9% and 60.6% respectively. In addition, the brand's official website, shoe and clothing exclusive platform and overseas purchasing agent are also important channels for consumers to purchase athletic shoes and clothing, accounting for 42.2%, 34.5% and 13.4% respectively.

From 2011 to 2019, the global sneaker market scale has been expanding and the growth rate is on the rise. In 2018, the sneaker market size reached 146.5 billion dollars, an increase of 72.3 billion dollars compared with 2011, and in 2019, the sneaker market size continued to grow, reaching 168.47 billion dollars. The sneaker market is expected to grow to $278 billion in sales by 2025.

In recent years, GOTO, Supbro and other brands with original shoeboxes as selling points have emerged one after another. GOTO and Supbro's hot-selling light-emitting sound control shoeboxes are priced between 100-200 yuan, and it is no problem to sell thousands of shoeboxes per month.

In terms of leisure fish, the more expensive may be the NikeSB× Heicha co-branded Pink Diamond overlimit voice-activated shoebox at NikeSB 2019. Currently, a shoe box on Xianyu's platform costs 2,400 yuan.

According to statistics, the United States is still the world's largest sneaker market, accounting for 31.1 percent of the global sales share, by Brazil, China, Russia and India, among which China also occupies 7.1 percent of the market share. China's sneaker market is still a stock market, with just 0.4 pairs of sneakers per person, far below the 3.4 pairs in the U.S. and 4.4 pairs in Japan.

In recent years, the consciousness of asset allocation of Chinese residents has been gradually enhanced, and the proportion of disposable funds used by young people to invest is increasing. They expect to obtain more property income, but lack the corresponding financial knowledge and experience accumulation. At the same time, "high threshold" investments such as fixed assets and precious metals block the way for young people with less capital to "get on the bus", and fancy commodities in the "speculation economy" become "suitable" investment products.