Dialogue Shoes Electric Business Nice Week First: Many People Do Not Understand Shoes Sell 30 Thousand

Talk about the shoe industry is not understood: many people do not understand that a pair of shoes can sell 30 thousand yuan, then by what watch can sell to 300 thousand?

Talk about identification: China has the largest number of fake shoes in the world, and the related industries of fake shoes have spawned identification, but it has not really summed up a set of scientific methodology.

Talking about the appraiser: the appraiser will also be graded. For example, Chinese medicine is also a veteran of traditional Chinese medicine. So it is always a process of upgrading the daguchi.

Talking about the development of the industry: the whole industry in my view is still a primary stage, and can not be finally kidnapped by capital to die the industry.

Is the shoe business a real fire?

In different groups of people will get the opposite answer. Relative to the crowd of 95 after its crazy crazy pursuit, 95 before the so-called mainstream social groups in the eyes, suddenly exploded shoes business doubts, puzzling ---

Why can a pair of second-hand shoes be sold to thousands or even tens of thousands?

The answer is surprisingly simple: some people are willing to buy, and some people sell it naturally. This is not a business that can be explained by the logic of past electricity supplier sales: the high imbalance between supply and demand has created the scarcity of some sports shoes, which has led to the loss of the pricing power of the entire transaction process from the hands of manufacturers.

At this time, whether there is a new consumption idea or value concept to re pricing it is very important.

A similar situation occurs in some collection markets. One of the biggest sneakers trading platforms in China, Nice CEO, looks like a non standard industry. "A stamp can be worth 100 thousand yuan. Why can't a game card be worth 100 thousand yuan?" If you understand the industry from the point of judging whether the shoes are reliable, then you will never agree with this industry.

This is also a serious problem facing the brand new industry of shoes trading: people see that the industry has exploded, but many people can not fully understand the logic of the industry's fire. Even the leader of the industry, Wang Sicong recommended APP poison can not escape this fate. Even, who is the target user group of this industry, many people can not say clearly, can only use a vague "95 after" to summarize.

But in Zhou's view, this is not a problem. A small white consumer who wants to buy shoes instead of collecting or investing is at least in his eyes not the users of Nice services, nor the focus of services.

The rise of the shoe trading platform should be blamed on the rise of the trend culture.

In recent years, young people have been leading the trend of cultural fashion, sneakers are inadvertently pushed onto the cusp. After becoming a new luxury item in the eyes of young people, the value of sports shoes itself has changed. The development of platform for sale of sports shoes, including Nice, is only the end of this trend, rather than a source.

"You first have to see why it's the way it is today, not to see what the problem is," Zhou told Tencent's "periscope". This misunderstanding makes it difficult for people who do not understand fashion culture to understand the pricing of some sneakers.

However, regardless of whether the mass groups really understand, the development of the sports shoes market is constantly advancing.

According to QuestMobile's "sports fashion consumer insight report" released this month, fashion design and superimposed Limited sales mode have given investment and collection value. The online trading platform and identification platform of the sneakers are rising. At present, the typical monthly users of APP are all above 3 million orders.

Among them, the monthly user scale of poison is nearly 8 million, and the Nice in the second tier also has 3 million 160 thousand months. From the perspective of monthly growth momentum, the growth rate of all platforms has been rising steadily since the end of last year.

This undoubtedly supports the constant upward trend of the shoe market. And the aggravation of investment nature has made the shoe business go crazy step by step.

At this time, the identification of sneakers has become the most important part of the business of selling shoes. Even if a pair of shoes are at a high price in the fashion culture, whether they can be identified as genuine shoes or reassuring people is the key to their turnover.

However, it is embarrassing that neither the poison nor Nice has established a mature system in the most critical appraisal circle until today. We can only rely on the personal experience and level of the surveyor, making it difficult to escape the doubts and accusations from the outside world from the birth of the shoe identification industry.

In the eyes of Zhou Dynasty, this situation is helpless. The appraisal itself is a bit like the old doctor of traditional Chinese medicine. It is not the system of Western medicine. It has not really summed up a set of scientific methodology, which means that the identification of shoes is itself a very personal matter.

"A lot of time is an authoritative appraiser, he said it is true, the whole batch is true, but is the authoritative appraiser not bought by the fake shoe manufacturer?"

The shoes trading platform also wants to change this situation.

After obtaining the TPG D joint venture fund last month and Yuan Yuan capital co sponsored the tens of millions of dollars in the round of financing, Nice really intends to invest in the identification system. But Zhou said that the process of identification is really systematic and regularized, and it still needs a long process.

The most critical reason is the degree of cooperation.

"This needs the industry to work together, and even needs the brand. This matter can only be pushed by the brand, and we can't push it very often because only the brand is the producer and the owner of this thing, and only if he says the real thing is true." Zhou said.

The current shoe recognition industry itself is even untenable in the legal profession. The shoe trading platform is neither a brand nor a producer, nor an authority of the state. Even if it is authenticated, it can not represent its authenticity.

Wandering in the gray area makes the already non-standard industry more and more uncertain.

At least for the time being, Nice can still do the training of appraisers to meet the increasing GMV. According to Nice, most of the platforms are currently completed by themselves, and they are constantly training appraisers.

The appraiser is not training from scratch, but how to make the existing appraisers more professional, more standardized and more efficient. Similar to the traditional Chinese medicine industry, there are also old Chinese medicine practitioners and beginners who are just starting up. Nice provides a space for them to upgrade.

But this series of processes is still below the surface.

On poison APP, a surveyor can identify 3000 to 4000 pairs of shoes a day, with an average of one pair every 6 seconds, which has triggered some users' doubts about the effectiveness of their queries.

But even so, relying on platform appraisers is still the only choice for users. This has also led to the fact that even if there is a mistake in the identification of the shoes platform, there will be no choice for users to continue to buy and sell shoes on the platform.

According to the data of Nice, the error rate of Nice is about 2/10000 and 3/10000. However, it should be noted that this data has not been verified by the third party data institutions.

In this way, if we want to solve this problem thoroughly, we still need to end up on the brand side. This is still a long way to go for the whole industry.

First, how to understand the shoe industry.

"Many people do not understand that a pair of shoes can sell for 30 thousand yuan, so why can a watch sell to 300 thousand?"

Reporter: what do you think of this industry?

Zhou Shou: in fact, this is essentially the same as antique appraisal. Antique industry identification is more irregular and more complicated, the dark inside is not an order of magnitude.

In other words, I said to you one by one, your picture can be worth 10 million or the tea cup is worth more than 30 million, which is completely non-standard. For example, how do I know if you were really a fake in the Tang Dynasty or in the Qing Dynasty? Which batch or counterfeit in the Tang Dynasty? Which batch or counterfeit in Qing Dynasty?

Many people do not understand that a pair of shoes can sell for 30 thousand yuan, so why can a watch sell to 300 thousand? No one questioned a watch, but most people questioned it because it was a new thing.

It's like if a stamp can be worth 100 thousand yuan, why can't the card of the game king be worth 100 thousand yuan? So my own feeling is that if you understand the industry from the angle of judging whether the shoes are reliable, then you will never understand this industry, and you will never agree with this industry.

Reporter: so what is the underlying reason why people question the identification and pricing of shoes?

Zhou: everyone will not discuss the appraisal of the antique market. We will discuss the appraisal of the shoes market. I think it is because this is a new thing. This is the most important thing.

If you really want to understand it from another angle, you need to understand why the market for shoes will develop so fast today. What does it represent behind it? Is it a new crowd, whether it is a new consumption concept, or whether it is a new way of consumption.

For example, why are so many people buying and selling second-hand shoes? We are now trading more second-hand shoes than those used for tens of millions of dollars in financing. We didn't do a cent propaganda.

But on the surface, most people will understand the first thing is to buy second-hand bags. I can understand who will buy second-hand shoes and beriberi.

So, in essence, I do think that identification is indeed a question worth exploring, but this is also the same as the antique market.

Reporter: a brand premium is also precipitated through a long period of practice. There are some short playing time, and it is hard for some people to accept this in a short time. This is the fact.

Zhou Shi: I don't think the reason is that they have not lowered their mindset to understand consumers and understand the market. For example, I did not particularly understand the two dimension at that time. I used to spend hundreds of thousands of times for those girls and trainees to spend call. Finally, in order to shake hands with others, but when I really touched the users, I really understood very well. I think they were completely disabled. They remembered very clearly that they felt that I got what I wanted.

They are not the kind of upstart, nor the so-called Dead house. They fantasies every day. They actually count the accounts very clearly, but we do not touch them.

If you want to understand this industry, first of all, it is not to see what kind of problems he has, but why he became today. Otherwise, even today, some investors have been unable to understand what this thing is.

Because we had talked with an investor, it's hard to talk about it, that is why some people go to do sports shoes, why shoes will rise, I said because the imbalance between supply and demand, he said that the brand to supply and demand pull balance is not finished?

Then I said, how can the brand balance the supply and demand? How can he know what the demand is? He said, "isn't there a flexible supply chain?" I say there are several truly made ones, that is to say, he will always tell you from this angle that you will never know clearly.

Two. Appraisal is a non-standard industry.

"China has the largest number of fake shoes in the world, and the related industries of fake shoes have spawned identification, but it has not really summed up a scientific methodology."

Reporter: Although the shoe business can not be understood from the perspective of appraisal, the status of identification should be very important.

Zhou Shi: I think it can be said to be the most important part. This is also a problem that is difficult for all the world to solve.

The problem is very difficult to solve. Fundamentally speaking, it is not because, say, it is difficult for the appraiser to train. It is not because, say, how to identify the process. The biggest problem is that you really need to be named. Because the brand will not do the appraisal for you, and the state can not do such a thing for such a category.

But in the market, we all need to buy real shoes, so this time how to justify this appraisal is the core issue of the industry. For example, for example, I am a very good appraiser and a very common appraiser.

You are in front of ordinary users, such as Xiao Bai users, the two appraisers do not know him, why he believed this person does not believe that person. For example, he felt that the person had identified 20 thousand, and that person could only identify or 30.

So I think that person is more experienced, but more experienced people may be able to collect money. Under such circumstances, I feel that this is indeed a very big problem facing the very important link in the identification of the footwear industry or the shoe industry.

But the root of his real problem lies not in the cultivation of appraisers, but in the intellectual property rights.

Reporter: can we solve this problem to a certain extent if we turn the appraisal into a scientific system?

Zhou Shi: identification itself is like an old doctor of traditional Chinese medicine. It is not the system of Western medicine. That is to say, I am very scientific. Actually, it is more experience based on accumulation.

Under such circumstances, the advantage is that China has the largest number of fake shoes in the world. China's fake footwear related industries have naturally been identified, so the industry has been identifying for a long time. That is to say, a high standard is a game of mutual trust, that is, an appraiser and a fake shoe manufacturer. In such a process, a scientific methodology is not really summed up, that is to say, I turn it into a western medicine.

I think the truth is quite difficult at the moment, because there are several biggest problems. First of all, the legitimacy of it is that you are neither a brand nor a producer, so you are not the authority of the state. So you say that this thing is appraisal, is it true? This does not mean that this thing is true, actually it is not legally effective.

So you will see why we write with poison instead of identification, because we are not legally able to give real recommendations. So from this point of view, first of all, from the legal point of view, the industry is relatively irregular.

On such a basis, it still has its value, but I think it is still a long process for the identification to be truly systematized and regularized.

Reporter: what is the success rate of the platform now?

Zhou Shou: all of them are very, very low. It is unlikely that 20% will not be able to identify it. This possibility is very small, almost impossible. If the error rate is above 1%, do not make a platform at all.

Reporter: how to solve the problem of normalization of the appraisal industry?

Zhou Shi: I think this requires the industry to work together and even need the brand. This matter can only be pushed by the brand, and we can not push it very often because only the brand is the producer and the owner of this thing, and only he says the real thing is true.

I very much hope that, for example, NIKE said that today we should introduce an appraiser qualification test, test the appraiser into a system, and regard it as an industry standard industry standard. As an industry association, I fully support and agree with both hands. If today's brand has this power, I will be willing to do it immediately. But the question is whether the brand is going to do it or not, and the brand will not do it. To tell the truth, this industry will always exist in this industry.

Reporter: for a long time, it may still be possible to do something non-standard.

Zhou Shou: Yes. I think so. We hope to make some industry rules, but sometimes we really need to do something from the bottom up.

Reporter: is this trend possible in the next few years?

Zhou: I don't think so. With the maturity of technology, it may become more and more precious. For example, block chains, for example, now I know that some luxury brands have begun to do these experiments. For example, I have a unique logo for every piece of my product like chain blocks, which can not be tampered with. In this case, every item of your product can be traced back.

I think that only when the industry brand promotes this kind of thing will the whole industry become better. Because we can also push this kind of thing, but the key problem is that we put in a chip to go in, others do not say, why do you say it is true, so we may never solve this problem.

Reporter: do you think it is possible for the brand name of the sneakers to enter the appraisal industry?

Zhou: in fact, the brand has gradually begun to have the power to do this. Why does the original price limit of the brand do not care about the true or false, because the limited amount is limited, that is, in order to give me an advertisement, it will not have any effect on GMV, the more fake it is, the more it will give me an advertisement. If the consumer is rich, he will come to me to buy the real, but now it is different.

Now, limited money or special items are becoming more and more popular in the whole brand GMV. At this time, the brand must be considered, so I really compete with the fake shoe manufacturers. The target users of the two shoes may be the same group of people.

Reporter: This is related to the low price of shoes.

Zhou Shou: Yes. So in this case, fake goods really affect the sale of brand real goods, so as the technology continues to mature, the brand will enter this link. In my opinion, this is really a matter of time.

Reporter: you said that there were not so many shoes in the past. There are quite a lot of shoes in the past few years. This is actually a very important reason why the second-hand trading platform can fire up.

Zhou: of course, the supply is coming. Because if the demand is never supplied, the whole business will not be able to rise.

Three, talk about the training of Appraisers

"Appraisers will also be graded, for example, Chinese medicine is also a veteran of traditional Chinese medicine or just beginner. So it's always a process of upgrading.

Reporter: according to the mechanism, will each pair of platform transactions be identified?

Zhou Shou: Yes.

Reporter: GMV continues to go up, is it necessary to enhance the efficiency of each appraiser? Or do we recruit more appraisers to cover the new demand?

Zhou: This is not the same thing as how Foxconn factories can lower the lower cost of Apple mobile phone production. The first is to increase the appraiser, the second is the efficiency of the appraiser, the third is the efficiency of your appraisal process, and the fourth is probably the transaction rule under your online and offline. The whole mechanism needs a more comprehensive optimization, which has always been the focus of our work.

Reporter: is there much investment in this area?

Zhou Shou: there will be a lot of investment.

Reporter: have you ever trained an appraiser?

Zhou: This is definitely needed.

Reporter: how long does it take to cultivate an appraiser? How much does it cost?

Zhou: I don't know exactly. To cultivate an appraiser is that the appraiser will also be graded. For example, Chinese medicine is also a veteran of traditional Chinese medicine. So it is always a process of upgrading the daguchi.

Experts who always stand on the top of the tower must be a minority, but it does not mean that only experts can solve the problem. Just like we usually see a doctor, we do not need real experts to see most of the diseases in western medicine.

So, if you see a doctor, you develop a corresponding process, and then you can improve the overall efficiency. Our reason is the same.

Interviewer: even a doctor has a very normal time to train ordinary doctors.

Zhou: This is not very clear. I think so. First, from the point of view of appraisal, if we say that we should cultivate from zero basis, we certainly are not doing it now.

What we are doing is more about how to make the existing appraisers more professional, he is more efficient in doing things, he is more efficient, and he is more capable of solving problems. This is what we are doing now.

If you say completely, I don't even know shoes. I don't wear sneakers. Usually, if you say this kind of person has become an appraiser, this is not our priority now.

Reporter: now we can identify the division of expertise division mode can be revealed?

Zhou: it must be a cooperative relationship. Including full-time presence and external cooperation, third party cooperation, including our cooperation with get, will have different forms.

Four, talk about target users and Industry Development

"The whole industry in my view is still at an early stage, and can't be kidnapped by capital at last."

Reporter: is it clear who is the target audience of the platform?

Zhou: we hope to serve these experienced users who like sports shoes or tide cards. We are actually doing the business of players. If you are just a very small consumer and want to buy some sports shoes, at least now these people are not the users of our service, nor the focus of our service. The focus of our service is that you really like shoes, you want to play with shoes, we serve the people.

Reporter: do the management agree with your current methods and goals?

Zhou Shou: from my point of view, what do you bring to the investors and what your rhythm is? What you need to do is to communicate clearly, not to compete for the last two sides of the competition. This is meaningless.

It seems that even though we are competing with poison even today, what we two do is to make this pie bigger. In fact, you rarely see our two countries fighting price wars, malicious competition, and mutual discredit. This is not the case.

The whole industry in my view is still an initial stage, and this growth, including moving forward, we all frankly draw lessons from the ofo, the worship, the fast, and the dripping drop. That is, we can not end up being kidnapped by capital to kill the industry, so that you have to choose your investors. You have to give investors an expectation.

Reporter: what are our approximate expectations for the current round of management?

Zhou: our expectation is that we will definitely grow. Our growth will definitely increase regardless of the user side or the trading side. We actually need to do a few things well. The first thing we need to do is to serve our core users well.

Besides this point, we will also pay attention to the other two. First, we will focus on expanding the category. We will focus on the internationalization of the second issues. These two points are what we are most concerned about now.

Reporter: does the management care very much what kind of data you can give, such as whether the growth rate is 100% or 200% this year? There is a general expectation on GMV this year.

Zhou: the biggest problem with this thing is that when you are faced with a new industry, many times you say that figure is meaningless.

For example, how big is the Chinese shoe market? Who can say this clearly? If you don't speak clearly, then how do you know how much you share in it?

Our real development, such as KPI management or OPR management, are you target management or performance management? I think our core is target management.

This requires you to find the right investors. You can't say that the investors you are looking for are chasing you every day. For example, every month you must give me a 50% increase. You have to go to GMV most of the month. In this case, it will be deformed, or for example, how much the market share must be at the end of the year. This thing is an emerging market. It is also facing a new crowd. It is also a new mode. Everything is a variable. In fact, there is no sense in what you want to guarantee in the process.

Reporter: how much is our growth rate last year?

Zhou: we went online in July last year, and almost GMV in October. At the very beginning, we must increase by one hundred percent every month, but the more we go back, the bigger the one hundred percent will be.

Reporter: what time period will the market enter a stable stage?

Zhou: Well, to tell you the truth, I don't know. This is the interesting part of the industry. It has a lot of imagination in it, including whether this group of people will expand from sneakers to other categories, including internationalization. These are very large variables, but they are also great opportunities.

Reporter: now we are thinking about expanding the category.

Zhou Shou: Yes. Our core is definitely going to expand on clothing, that is, tide brand clothing, because people wearing shoes must wear clothes and clothes, so this is a very clear point. This practice is different from that of sports shoes. We still plan how to do it in detail, but it should be done soon.

In fact, we are now selling clothes, but the difference between our clothes and the amount of clothing is not so great. In fact, we are not slow in the growth of clothing. And even at the very beginning, our clothing grew faster than our shoes.

Reporter: is the cooperation mode of clothing the same as that of shoes?

Zhou: our clothes and shoes are not co operated with distributors. They are all C2C. They are all users buying and selling. We are not a product driven by BD. We have no BD so far. We are driven entirely by product and technology to drive the whole business forward.