Male Consumption Has Been Neglected For 95 Years.

Start with sneakers.

Since the beginning of this year, the second-hand shoes trading has suddenly become a "strange" draught in the consumption field.

First, from a company's "rise and fall", we can see the hot market. Nice, a picture community that has experienced a long downturn, has been transformed into a "Chaozhou community + trading platform" in 2018. In June this year, nice announced that it had completed tens of millions of dollars in D round financing. Nice completed 3 rounds of financing in 2014, with a total value of more than US $60 million. This time they got a new round of financing after 4 years.

In addition, from the tiger shoe hatching second-hand shoe trading platform "poison", also announced in April 29th to obtain an unknown amount of A+ round financing. On poison App, a pair of 42 yards, shoes priced at 1299 yuan, Travis Scott x Air Jordan 1 High OG, the highest price of 11779 yuan, 9 times the original price! Most of the second hand sneakers are 2~3 times the normal price.

In addition to collecting value, the rising logic of the price of the shoes is also affected by the factors such as the stars and the winning stars of the cooperative stars. Besides, the price of the two dealers in the shoe shoes also raises the price of shoes.

In short, the rapid development of this market has attracted more attention to the consumer group behind this 95 men.

According to official data released by poison, by the end of June 2019, the number of male users on the platform was 60.06%, while that of women was 39.94%, while 18-25 years old users accounted for more than half of the total users, reaching 58%. It can be said that people are concerned about drugs, besides the second-hand transactions of sports shoes, and the group of young male users behind him.

In the past, male consumption was neglected for a long time. In most people's impression, most men do not care about their dress, and maintain extreme rationality and restraint in their consumption. They seem to be far from the story of sports shoes, wear and fashion culture, but the hot market of sports shoes highlights the consumption ability of this group from one side.

　　 Rise and crisis

The sale of sports shoes starts with the limited edition of sports shoes, because the limited sale leads to imbalance between supply and demand, and the price of shoes is soaring. This is why middlemen or individual sellers start reselling business.

The number of shoes has been in short supply, and there will naturally be people to solve the problem. Lin Chao manages a fake shoe manufacturer whose shoes will be distributed to the salesmen with their own channels. He told PingWest that the cost of each pair of fake shoes was less than 50 yuan. A pair of genuine shoes with a price of 1299 yuan will be 500 yuan cheaper than the original price. "If you sell them very cheap, they will feel the quality is not good."

Fake shoe makers will make market forecasts for every shoe mold. Each shoe has 5000 or more production per time, and almost every pair of shoes will produce two times or even three times. "It takes about 15 days to produce 5000 pairs."

In Lin Chao's eyes, fake shoes are actually similar to the quality of real shoes. Behind this, many manufacturers are the 3 generation workers for big shoes.

As a result of the existence of a large number of fake shoes and counterfeit shoes, it is difficult for consumers to distinguish true from false. The rapid development of poison can be related to the core issue of second-hand shoe trading and the identification of "sneakers". At present, the profit pattern of the poison is to take the 7.5%-9.5% of the seller's transaction price as the Commission, and to collect the appraisal fees for the shoes.

Poison App comes out of the tiger. According to the Tien eye investigation, the main company of poison App is Shanghai's Mdt InfoTech Ltd, the largest shareholder of the company is tiger founder Yang Bing, holding 55%, while tiger pat holds 15%. Poison App started operation in 2015, initially started in the community, and formally launched the transaction function in 2017.

Poison App, director of external communication, told PingWest to play in Zhaoyang. There are hundreds of shoe identification experts team. When the poison App has no trading function, a group of shoe identification experts are gathered on the platform. They began to consume sports shoes in 80s, with a long time of concern and a great deal of experience accumulation. Poison App first invited the group to participate in the appraiser team.

In the process of dealing with toxic App, sneakers need to be sent to the operation center for unified identification in the center. Check the defects first and then go to the true and false identification. Zhaoyang says that some fake shoes are very real, and the team will even cut it first to study its manufacturing process. After finishing the research, the product page will be on the platform.

Now, other similar types of shoes trading platform are trying to invest more resources in the identification of sports shoes to prove that the second-hand shoes on the platform are genuine shoes.

The second hand trading platform turned to the chick trading platform in May this year. It was co operated with another similar public product, get, to provide double identification: chuck and get simultaneously identified the true talent as the true one, and one side as a fake was regarded as false, in order to improve the accuracy of identification. At the same time, Chek also signed a contract with the domestic shoe expert "995", who will join chuck and become chief appraiser full-time.

Zhaoyang tells PingWest to play, the online identification experts displayed on poison App mainly deal with online photo authentication business, and the average daily identification is also the amount of picture authentication business. How accurate is the picture identification? He gave an example, "just like a girl looking at a bag, you may know that this bag is fake when you look at it. Many uploading pictures can be quickly identified by the appraiser." Of course, this requires a lot of experience from the surveyor.

According to the data released by consulting firm Grand View Research, the global footwear market in 2017 was valued at $64 billion 300 million, and by 2025, the market value of the global second hand shoe resale market was about $6 billion.

Now, the foreign shoe giant has already started to scale. The US shoe shoe resale platform StockX completed the B round of $40 million in 2018, valued at nearly $1 billion, and the price of all kinds of shoes on the platform will fluctuate with the market supply and demand. So, rather than a trading platform, it's more like a stock exchange.

　 Waiting for the man's little red book

Rubbing the heat of the shoes, poison App not only wants to be a sports shoe exchange, but their positioning is "fashion lifestyle platform". Now, besides the sneakers, there are fashion products such as clothing, accessories, toys and so on. In the words of Zhaoyang, "it is still in the period of mining user needs and expanding categories."

Now, the virus App is not only a transaction service, but also a community. This means that users can publish content and read content here. Users can complete the purchase by reading the content, buy it and return to the community to share the sun. This logic is similar to the 3 billion valuation of the "female grass planting community" Xiaohong book, the biggest difference is that "poison App will not consider doing self operated electricity supplier."

Earlier, Ceng Xiulian, a partner in Xiaohong book, told Tencent the first line. In 2018 alone, the proportion of male users in the small red book platform increased sharply from 10% to nearly 20%, but the platform had not specifically targeted male users. This data also means that more and more men are paying attention to and sharing their lives. They also participate in topics such as fitness, food and clothing.

It seems that male consumption groups are calling their own "little red book", and CHAO is closer to this direction.

In February this year, CHAO, located in the "trend boys' grass community", began to test. Sky eye shows that the main body of CHAO is Beijing Xinxiang neologism Technology Co., Ltd., the largest shareholder of the company is known as CEO Zhou Yuan, holding 90%.

Relying on users and content, CHAO naturally has the natural attributes to do well in the community.

CHAO's product display logic is very similar to the little red book. The main content is to share pictures with users. Topics related to coffee, sports shoes, clothing and other living content, as well as computers, SLR equipment.

According to official information from CHAO, CHAO accounts for 75.14% of male users and 24.86% for female users, with a male to female ratio of 7:3. CHAO users mainly concentrated in the age of 20-35, accounting for about 88%.

CHAO officials tell PingWest to play, and they find that the trend commodity has gone from mass entertainment to popularity. At present, the primary task of the product is to tap the user value and content value of the community, and seek breakthroughs in terms of scale and quality. Products do not exclude commercialization and will take this step at the right time.

There is still a distance from content sharing to facilitated transactions. The investment value is far beyond the use value of the factors affecting men's consumption decisions. Many fans of PingWest shoes who play the interview say that they will not only watch the appearance and function of the shoes, but also pay more attention to the price increase of the shoes, and to estimate the added value of the shoes.

Men also have the need to discuss products and share life, but it is very difficult to influence their consumption decisions.

The outbreak of products like poison App, nice and goods shows people the possibility of male economy, but they are not men's little red books, nor do they represent young men who are more willing to spend money on clothes. They are also an investment related exchange.

That is to say, it does not seem that young men are more and more fond of buying nowadays that they can make the shoes become a new growth point, but because they have more and more collectible value, so that men can buy more and more. Men always need their own "little red book", but if the product in this book does not have high investment value, it may still not shake the man.