The Rise Of "Poison" Horns In The Era Of Fried Shoes

According to the financial times, the world in 2015 Gym shoes The sales volume of the limited edition sports shoes of the agents reached about US $1 billion, and the global market for sports shoes is expected to exceed US $95 billion in 2025.

Young people from China are an important force to push this upsurge. Home and abroad shoe platforms have sprung up in recent years. The most famous one is the "App" inside the tiger hatchet. Public information display, poison was founded in July 2015, the main business is shoe identification and trading platform. By the end of April 2019, 3 rounds of financing had been received, and the latest round of investors was DST. According to relevant media reports, the valuation of the poison after the current round of investment has reached 1 billion dollars, and officially entered the unicorn row.

Why is a shoe trading platform unknowingly becoming a unicorn?

The age of fried shoes?

Qiao Zehao, a sneaker fan, has told reporters how difficult it is to buy Yeezy from Tucao. The sale of Yeezy is divided into two parts: online and offline. Online registration is first and then Yaohao. brand The party will draw lots, and the person who has been picked up will have the right to buy Yeezy. It is not easy to take a pair of shoes. The reason is that the shoe dealers will hire a lot of people to queue up for numbers, no matter who is in the shoes of the employees, they will all belong to the shoe dealers. If someone is in the middle, they will sell the number or sell the shoes after they get the shoes.

In order to grab shoes, and even Nike also appeared in the official website is black, the entire official website's shoes are a team behind the scenes operation of the package, only sent to three or four addresses. Therefore, it is becoming more and more difficult to grab a pair of shoes of original price, and shoes are becoming more and more expensive when shoes are thrown into the hands of shoe dealers.

Qin Nan, who started selling shoes at the age of 16, is basically the same as Qiao Zehao. He said he basically bought goods from overseas buyers, and WeChat never met him. The source of general buyers is mainly from overseas first class agents, stores and other channels, through private relations or employers queuing to draw lots, buy the shoes that are the same or slightly higher than the selling price, and then sell them to the downstream suppliers like Qin Nan. After that, Qin Nan increases the price to the downstream B and B.

Wang Xilong, the CEO of shoes trading platform and the 13 years of the shoe industry, has a simple and direct understanding of the industry. "Now is the era of people's shoes speculation," Drop.

Compared with the term "shoe dealer", Wang Xilong is more willing to position these people as "sports shoes investors", that is, those who earn money by sneakers. Drop's target customers are sports shoe investors. Through its own channel, Drop buys the limited edition shoes at a price higher than the brand price and below the market price, and sells them online after the increase of 50-100 yuan each.

In the background of Wang Xilong's mobile phone, reporters saw that hundreds of pairs of shoes sold on that day were sold out. Wang Xilong said that three hundred five hundred pairs of shoes were basically robbed on Drop for a few seconds. At present, relying on the praise of Drop, has accumulated 2W multi-user, monthly flow of about 3000000.

Poison from the draught

And the key to the rise of poison is to ride the east wind of fried shoes.

In the two level market of sports shoes, it is normal for a pair of sneakers to sell from the brand to the user's feet, and after three or four resale. According to relevant media reports, a pair of limited edition sports shoes will eventually be put on the consumer's feet, and will be spanferred on the market in an average of seven or eight times. Every time there is a small B, there is a profit. According to the growth of black box data crawling, nice (sports shoes, Trend and fashion 84% of the orders in living communities come from the resale of sports shoes.

Yu Fei, who is a loyal user of tiger flare and poison, believes that poison is a company with considerable business acumen.

Wang Xilong gave a detailed explanation of this view. For poison, the more times the number of sports shoes is resale, the greater the volume of trading on the platform, which means that a pair of shoes can receive a lot of commission. TSX with a dual price of 1299 AJ 1 High OG TSSP, for example, the price of the poison platform has reached 9849 yuan. According to the ratio of 9.5% Commission, the drug can be sold for N times, and the poison can be n Commission. The latest spanaction can be pumped 935.7 yuan. Trading volume is the core of the virus. If there is trading volume, then there will be income.

In addition, Yu Fei also said that in order to avoid paying commission, most of the sellers wanted to cross the poison on other platforms, but the platform did not have direct communication channels between sellers and buyers. Sellers wanted to sell shoes and had to pass the poison identification to the buyers. The seller can send it on the platform. Cloth shoes Children's pictures, but the information will be examined through the background.

In the eyes of private appraiser, Yu Yu, the key to the identification needs of users is that there are too many fake goods on the market. Taking the experience of playing shoes for more than ten years, he thought that the ratio of counterfeit goods accounted for 80% of the Chinese sports shoes market, while Yu Fei thought that the figure was above 90%. In this regard, Sun Ya, who is the exclusive owner of the shoe industry for more than ten years, is believed to be 99% of the sellers of genuine shoes in China.

He calculated a detailed account: a shoe nearly 10 yards, the price ranging from more than 1000 to more than 2000, a code of nearly 20 thousand yuan, if a shoe into four or five yards, according to a shop hundreds of shoes to calculate, at least four to five million liquidity. As the first group of people entering the market, few people have such capital reserves in the absence of vending, nice and Taobao trading platforms, so selling fake shoes has become the main way of primitive accumulation.

For sellers and buyers, sellers certainly do not say "I sell fake shoes", but prices often tell buyers clearly that these shoes are fake. Each single spanaction reflects mutual tacit understanding.

Is the business entering the bottleneck stage?

Tracing back to the source, the virus hatched from the famous sports community tiger tiger in 2015. The current public data show that the main body of the virus is Shanghai's Mdt InfoTech Ltd. The largest shareholder is Yang Bing, holding 55% and tiger pat holding 15%. For the estimated value of drug over 1 billion dollars, although tiger runner founder Cheng hang said "false report", but recently interviewed by relevant media still said that the development of the virus has exceeded his expectations.

According to the seven wheat data, in 2018, the iOS application free list, APP from the beginning of the year 600-800, jumped to the top 50 of the year's end, ranking the first place in sports application. On the Yi Guan thousand sail, poison ranks first in the two tier market of clothing and apparel. The App, which was launched in 2016, has benefited from its hot two grade market and its long term deep ploughing in the vertical field, which has been developing rapidly in 2018.

But this is only limited to the small area of sports shoes. Since the second half of 2018, the virus has entered an obvious bottleneck. Since December 2018, the index has not changed much. Speaking from the App side, the highest volume of drug trading is still sneakers, looking at labels such as digital and tide games. The volume of spanactions of many products is only one digit or ten digits.

At the same time, the identification of business barriers also seems to be a toxic ceiling.

With the advent of consumer escalation, fake products are starting to become more and more authentic. The price tag is also the price of real shoes. Therefore, when the purchase of real shoes becomes the general demand of consumers, the true and false has become the biggest pain point for buyers. This pain has spawned a new industry, the shoe appraiser.

The appraiser charge is another source of poison. Users bought shoes, wanted to know the true and false, according to the requirements of the poison to submit the pictures of the shoes fixed parts, queued up for the results, and identified a single 5 yuan. Among the 19 online appraisers who were seen on the same day, a number of appraisers identified 999+ on a single day.

The increase in the number of spanactions also means an increase in the volume of appraisal business. From the point of view of toxic spanactions, each pair of shoes must be identified by a poisonous appraiser before it can be sold to buyers. That means a pair of shoes that have been sold for four or five times will be appraised four or five times on the platform.

The identification link in the spanaction ensures that the buyer can buy the genuine goods and become the endorsement of the brand. The single identification service is focused on the users' real pain points, attracting more users to the platform. As a result, the identification business brings three benefits of brand building, drainage and profit, which really becomes a toxic barrier.

But in Wang Xilong's opinion, identification is the barrier of poison and the future will also become the ceiling of poison. According to the "WEN shoe review" from the media editor Yu Yu (alias) to the information, there are about 200 surveyor in the country. According to relevant media reports, the annual GMV of the drug in 2018 is over ten billion yuan, and the monthly life of the virus in March 2019 exceeds 1 million 400 thousand. In this case, can the artificial strength meet the user's identification needs? How can the error rate be reduced or even avoided? Will the future use big data to identify or cultivate the appraiser?