Second-Hand Sports Shoes Market: Trouble Of "Poison" Corner Beast

Small minority sneakers sub culture circles are now popular.

Recently, it has been reported that the domestic shoe trading platform "poison APP" completed a new round of financing from DST, after the valuation has reached one billion U.S. dollars, become unicorns.

At the same time, the identification of tidal products was applied on the line of "chick" and co operated with another tidal brand community "get" to provide double identification for shoes and other commodities.

The "poison APP" comes from a very strong sports community tiger tiger with a straight male attribute, which has surrounded a group of vertical groups who love sports equipment. However, more outsiders know it because Wang Sicong repeatedly called Amway on micro-blog, and said, "this APP buys trendy cards and shoes are fidelity and cheap."

The consumption culture of the younger generation is changing, buying 360 degrees of new shoes, taking photos to the social platform and even sleeping with their shoes. This is just a routine operation of Sneaker.

Shoes fans can Yaohao, queue up or even raise their price for favorite sneakers.

Take the "shoes control" of the performing arts industry, Bai Jing Ting, 95% of the contents he published on ins are shoes, including Nike Air Fear Of God 1, which is 2000 yuan to 15000 yuan.

The report shows that in March 2019, the monthly life of "toxic APP" exceeded 1 million 400 thousand, and that of GMV would reach 60-70 billion yuan in 2019.

Along with the rapid growth of the number of users and volume of pactions, "poison APP" is also facing growing pains.

On the one hand, "APP" on the basis of "shoes identification" service accused of the result is not allowed, there are fake goods on the platform.

According to the finance and economics, there are 17 appraisers in the "poison APP". The "most productive" person has an average of 4851 pairs of shoes every day. If the work is done 24 hours per day without interruption, the average time to identify 1 items is only 18 seconds, which is beyond the public perception.

According to the insiders, the identification of sneakers is basically based on personal experience. It is not impossible to identify a pair of shoes for tens of seconds. However, it is not realistic to maintain such high intensity for a whole day without eating or drinking.

On the other hand, the good word of mouth that "poison APP" gathered in the early stage was also used by the lawless elements. They copied the "poison APP" to identify the certificate and hawked it at the post bar, which only cost 40 yuan to produce the identification result of the specified footwear.

For some poor identification users, it is possible to buy a pair of "Putian shoes" at the price of genuine products.

In the niche market of second-hand shoes trading, it is difficult to standardize and scale up the paction mode seriously relying on manual identification, and the paction chain is many and long. The quality of products and the cost of platform are all difficult problems that we have to face.

With the intensification of industry competition at home and abroad, the challenges faced by this market are just beginning because of the ceiling of trading category and industry.

Born tiger, Wang Sicong indirect shareholding

"Poison APP" hatched from tiger flare and was launched on 2015.

At first, "poison APP" was only a clustered shoe lovers gathering community. There were free "shoe identification" services, and some users were able to complete the paction by post matching to buyers and sellers.

Due to the popularity of some scarcity sneakers, the platform for the sale of shoes and shoes on both sides has emerged.

Tiger pun's appraisal "big God" turned to pay for the identification of sneakers. After that, "poison APP" gradually improved the commercial closed-loop of the platform. First, the online shopping function, which guided the buyers to Taobao shops, and then launched the "toxic APP" paction function in 2017.

Public reports showed that "poison APP" got financing from tiger sports and mobile capital in October 2018, and received tens of millions of dollars of financing from Gao Rong capital, Sequoia Capital China and capital capital in the same year.

By the end of 2018, after "poison APP" completed its independent financing, it was separated from Hu Po and officially became an C2B2C platform.

At present, the "poison APP" has developed into a comprehensive software that integrates authentic sports, tidal current equipment trading, shoes shoe brand identification and interactive picture community.

In the "APP" paction process, the seller displays the goods, the buyer selects the merchandise, the seller sends the goods to the platform, and passes the "poison APP" identification to the buyer.

"Poison APP" will take the 7.5%-9.5% of the seller's paction price as commission and collect the appraisal fee of the buyer.

In addition to matching pactions, "poison APP" also provides separate identification services, 5 yuan per piece.

The development of "poison APP" has been developing rapidly. The report shows that in mid 2018, "poison APP" has nearly 200 million yuan GMV per month, and GMV can reach 60-70 billion yuan in 2019, and more than 1 million 400 thousand in March 2019.

According to Aurora data, in March 2019, the penetration rate of "toxic APP" was 68.7%, ranking third.

It is worth noting that Wang Sicong, who endorsed the "poison APP" on micro-blog many times, took the shareholder side.

The sky eye showed that "poison APP" was the main body of Shanghai's Mdt InfoTech Ltd, known as the "Mdt InfoTech Ltd" (hereinafter referred to as "Shanghai know dress"), and the legal person's 55% stake was the largest shareholder. He was also the co-founder and President of tiger sports.

Tianjin pussy Asset Management Co., Ltd. 99% shareholding Tianjin Hui De Xin asset management partnership holds 2% of Shanghai's intellectual property, while Wang Sicong 100%'s Beijing pusse Investment Co., Ltd. is a major shareholder of Tianjin pusse Asset Management Co., Ltd.

There is a big "poison" saying among sports shoe lovers, but for the "poison APP", its core brand identification service has been repeatedly questioned.

In February 2018, the topic of "poison APP suspected of selling off" attracted 160 million reading and 120 million discussions on micro-blog.

Some users claimed that they bought the sneakers on the "poison APP", but they were identified as fake on another platform. "Poison APP" gave 300 yuan as the "seal fee".

"Poison APP" responded later, "its team did not verify that the shoe box and shoes did not match in the quality inspection process, and the online identification was made after the purchase, which led the online identification division to be responsible for the idea that the shoes and shoes did not match, and there was suspicion of jigsaw puzzle.

Although this shoe is not a fake, it is sorry for the mistake of the platform. "

In addition, some netizens are drying out and buying shoes on "poison APP". "Two shoes mark the same size, but they are not the same size. The shoes on the left foot are seriously pilling and there are no stuffing and paper bags."

There are even sellers who question that "poison APP" will package genuine shoes and send them back to fake shoes.

A netizen issued micro Bo said: "sell a pair of North Carolina, platform identification is not successful, send a pair of fake shoes to me, I sent the past shoe box is marked, and sent back after no more, shoebox also came out a large section, congratulations on the platform blood to earn 7000......"

Another user was puzzled by his identification process. He told the finance and economics that the order records showed that there was almost no interval between the platform receiving and identification time, and the identification time was 2 a.m., did the staff not work?

Zhang Yong, a senior industry expert who has identified shoes for free for more than eight years, has served as the store manager of several famous brand shoes stores. He has hundreds of thousands of fans and has identified tens of thousands of pairs of shoes for free.

He told the finance and economics that netizens often claimed that the shoes they bought in the stores were identified as fake by "poison APP", and judging from his many years of experience, these shoes were genuine.

This led him to doubt the level of the appraiser on "poison APP".

"Poison APP" shows that there are 17 appraisers in the platform, and the average daily number is 200-4000. The platform has identified more than 16 million products.

On average, the "weeeellll", which has the largest number of daily appraisement on the platform, identifies 4851 pairs of shoes a day, and accumulatively identifies "merit" as about 1800000 pairs.

If you work 24 hours a day without interruption, the average time to identify 1 items is only 18 seconds.

Public information shows that the identification process of "poison APP" requires six characteristics: the appearance of the shoes, the shoes and shoes, the insole glue, the middle bottom line, the shoe box side label and the shoe box steel stamp.

A senior sneaker player said, for some experts, 18 seconds to identify a pair of shoes is not impossible, but the intensity of the work is difficult to sustain.

In response to many Internet news, "poison APP" responds to the finance and trade, which is called "first quality inspection, post identification and re delivery". The "APP" is added to the multi-channel identification process. In particular, the multiple identification inspection ensures that the merchandise is a new authentic product, and the independent inspection link checks the defective products. The platform will intercept the obvious defective products, and communicate with the users one by one in advance for the products with minor defects.

As for the identification of the platform signing, besides the sneaker players and the tide people, they are the "researchers" in the field of sports shoes. "Poison APP" requires the appraisers to accumulate the details of shoes design, materials, R & D and production, the topics and marketing activities of star shoes, and the details of user wear experience.

"Poison APP" indicates that there is a small probability error in very few discriminating operations. "Poison APP" promises to pay for the counterfeit goods first and make a false payment of three.

Copy identification certificate

Although "poison APP" is alleged to have fake products on the platform, it has accumulated a large number of fans by virtue of its initial good reputation. "You say your shoes are real, do you dare to pass the poison identification," such a dialogue is common in social platforms.

However, this "trust" is stared by some illegal elements, counterfeiting the "poison APP" certificate issued to become a gray business.

In the shoe bar of Putian, there are friends calling to make "poison" identification certificate, and even "poison four pieces".

After the finance and economics linked to a seller, he said that 40 yuan would be able to make the identification certificate of "poison APP". "Pay the money, I will give you the two-dimensional code, fill it by yourself".

He sent a picture sample to identify the two-dimensional code, showing the number of shoes, color matching, official price, sale date, and the poison APP identification certificate attached at the end.

After comparison, the certificate and the certificate issued by "poison APP" are almost identical.

The seller also sells a number of high imitation sneakers. He told the finance and economics that these sneakers were matched with the certificate issued by "poison APP", and they could sell genuine products on Taobao, salted fish and other platforms.

After selling the sneakers on the "poison APP", the platform will be sold to the seller. Some sellers will choose to sell themselves through the third party platform after the appraisal is completed, which will also leave room for the sellers.

For users who believe in the word "APP", it is possible to buy the "Putian shoes" that they hate most.

The "poison APP" did not reply to the problem of identifying the certificate being counterfeited.

In fact, this problem is hard to solve at present.

"The identification of shoes is basically based on personal experience, which is identified by the naked eye. The shoe is similar to a" folk art ". If it is suspected that the official store can only pass the quality inspection bureau or ask the official to return to the original plant anatomy, it will give the answer, but the shoes will basically be discarded and the cycle of tossing is also very long.

Zhang Yong said.

Shawn, a senior practitioner and head of Sneaker Con media, believes that an appraiser is not like an accountant qualification certificate or a lawyer's certificate, but has a professional certification and assessment system. It relies more on experience and team coordination, and the appraiser industry is bound to be uneven. However, the development of the industry needs process, and there can be no mature format at the beginning.

He told the finance and economics that although the identification of shoes in the industry depends on manpower, there are also strong rules. The platform to provide shoes identification is generally not a small workshop, mostly a large flow platform, which will have a complete ecosystem and work distribution system.

He gave an example to illustrate that sneaker con's shoes show will also provide free shoes identification. "We will identify 3 to 4 years of industry experience appraisers in turn, and some controversial shoes will be repeatedly identified and there is no way to identify them. After all, people are not omnipotent.

What we are looking for is the proportion of genuine products, not 100% of the genuine products, and the industry needs to constantly improve and improve the identification team. "

In his view, at least there are many third shoe platforms, which are more perfect in terms of appraisal function, trading function, information and community. The information is more pparent and timeliness is faster, and shoes trading is relatively easier than a few years ago.

YORA, who loves sports shoes, also believes that such a platform is necessary. She often uses "poison APP" to see the price of shoes and understand the market situation.

But their consensus is that in such a new industry with rapid development and lack of corresponding policies and regulations, there is still a long way to go.

Where is the future of "poison APP"?

The unicorn has been born in the field of sports shoes. Does it mean that the market of second hand shoes will usher in spring?

The second-hand shoe industry observation report released by the trend media website Highsnobiety shows that the global secondary shoe market has reached 6 billion US dollars, and China is the largest regional market with the largest growth rate.

The sneakers are divided into one level market and two level market. The primary market is the direct sale of brand dealers, and the two level market is usually the toe cap, that is, those who have many sports shoes, the first time to rush to buy or buy sports shoes.

The formation of the two level market of sports shoes is on the one hand, along with the spread of NBA in China and the cultivation and popularization of basketball culture, the Chinese young generation fell in love with buying sports shoes in the process of following NBA stars.

On the other hand, brand marketing with Nike and Adidas is also related to the stir fry of many kinds of shoes.

Foreign consumers mainly rely on eBay pactions, and early domestic consumers gathered in Taobao and tiger.

"Poison APP" as the earliest and largest second-hand shoe trading platform in China, backed by Tiger burgers covering a large number of people, holding several well-known investment institutions funds, in this emerging and highly viscous vertical market segments to take the lead position.

However, it is not enough to support a platform on the basis of shoes and shoes. "Poison APP" seems to have realized this problem. The platform introduced from the "high-end shoe trading platform" to the "trend commodity trading platform", and at the end of 2018, clothing, watches, digital and other categories were launched.

The dispersion of suppliers and the degree of individuation of downstream consumers will only be more complex than those of sneakers, so the demand for platform integration is higher.

At the same time, threats from outside can not be ignored.

Foreign second-hand shoe trading platform StockX, Sneaker Con and so on have begun to open up the Chinese market.

Josh Luber, founder of StockX, once said, "I know that the market size of China's light shoes is more than 1 billion dollars."

Sneaker Con entered China this year. Its May Sneaker Con ShangHai Railway Station tickets were also confirmed by the spike.

"On the two level market, sports shoes are usually limited and joint, so it is difficult to get the supply channel, plus the price of this category is high and fake products are more, so the third party service platform becomes necessary.

"Poison APP" cut this pain point to take the share of Tmall, Taobao and other electronic business platforms, and found a value point in the field of subdivision, which is a very ingenious mode innovation in the field of subdivision.

Li Chengdong, a strategic analyst at dolphin think tank, said.

He pointed out that due to the fact that there is no uniform standard in the industry, and the paction process is complicated, it is easy to have disputes.

In addition, the biggest challenge for this type of platform is that the industry has ceilings.

Author: Tang Yahua