A pricey passion to have

But if scalpers always have the upper hand, what can true sneaker lovers do to get their beloved shoes?

According to the Nike employee, only sneaker enthusiasts who are willing to pay the retail price should get their friends to help with the online ballot. Another way would be to brave the queues on the day of the launch.

Xu suggested finding a trustworthy reseller on Taobao who offers lower mark-ups.

"I know of some stores that allow you to pre-book a pair of shoes before the release. The price they charge is usually about 100 to 500 yuan more than the original price-it's much lower than what you see on the resale platforms," he says.

"Or you could just not buy the limited releases that are very expensive," he adds. "Even if you wear a very expensive shoe, everyone would still think it's a fake. Someone wore a pair of Nike Air Mags to the Shanghai Sneaker Con. Everyone thought they were fake. Alternatively, you could quit this hobby. It can be really expensive."

But for sneakerheads like Zhu, giving up this passion is simply out of the question.

"If you truly love something, you will spend money on it," he quips.

"How much have I spent over the years? I have never kept track of this. I don't think I want to frighten myself," he laughs.