Abstract
The "sneaker resell market" has been widely discussed in recent years, but few studies have been conducted. The exploratory research on the "sneaker resell market" is established by the method of qualitative research with secondary data, semi-structured interviews, categorization analysis and transcript analysis. The Business Model Theory, the Tipping Point Theory, are the basic framework to find out the factors, and the process is described by the Actor-Network Theory. Through the Tipping Point Theory and the Actor-Network Theory, this study explored the various roles of salesman, connectors, experts and other roles in the tipping point to produce Sneaker Subculture 3.0. With the establishment of Sneakers Subculture 3.0, specific trend was created through the Law of the Few. And with exposures in the "Sneaker Online Network", "the Stickness Factor" became "the Tipping Point". Finally, through the process of wrestling among the various actors in the "Sneakers Online Network", the sneakers resell market was expanded and developed into a new ecology. The establishment of the sneaker resell market's business model clarified the sneaker resell market and its operating factors. The study also found that the resell market had positive influences on brands in terms of brand exposures and sales elevation. Finally, as the tie-in sales created by the sneaker resell market is changing the traditional distribution business model, most brands rely less and less on the distributors. The phenomenon results in the proposal of the consequent management rationale, future retail model and future business direction as references to the relating researchers for further analysis.