Myth is only a myth.
Editor’s note: This article is from WeChat public account “歪道道” (ID: wddtalk ), the author said.
Obviously, the outsiders are ridiculous and puzzled. In the end, it did not hit the alienation and distortion of the shoe market capital. From the trend jewelry to the financial instrument, this is what we can not imagine, anyway, belongs to the variation of a pair of shoes.
There are rumors that “I bought a few pairs of AJ5 ice blue last month, this month I will be able to buy a house in Beijing”; “95 after relying on fried shoes for a night to get rich” and other foreigners in the eyes of nonsense, after several fermentations, become Countless fanatics are looking forward to the myth of continuing to write.
The morbidity of the shoes under the data is the most terrible. In June, the A-share Shanghai Composite Index rose by 2.7%, while in June, the number of shoes in the price list of the shoes increased by more than 25%, making the stock market far behind. On August 19th, among the top 100 sneakers, the turnover of 26 popular models has reached 450 million yuan, exceeding the volume of 9431 companies on the same day.
However, myth is only a myth. Ironically, a series of speculations did not give birth to many wealthy people, but instead sent many trading platforms to the road to rectification.
Before, the sneaker trading platform “Poison” APP said in the release statement: “Shoes are used for wearing, not for speculation.” Recently, the sneaker trading platform “nice” is also releasing a notice saying that it will be fully rectified. Selling behavior.
Historical experience tells us that everything has its own consequences. Under the incentives of interest, the outcome is usually cruel. Like the little red book that has been frequently rectified, the speculative shoe platform is gradually exposing the survival crisis.
The greed of the platform and the player’s greed
In the head-smashing shoe platform, the shoe circle is turned into a mini stock market, but the “first person” whose reputation is disillusioned is a nice. For the flash-selling activities, most of the outsiders watched the fire on the other side of the bank. However, through the keychain with the original price of 4.9 yuan, the case of selling a hundred-fold premium of thousands of yuan on the platform once again, still sighs “not crazy, not alive.”
When Nice is frequently complained, it can only be recharged and cannot be withdrawn, suspected of illegal fundraising; illegally deducting the deposit, infringing on the seller’s normal rights; indulging the seller to increase the price and increasing the GMV and income, and then shutting down the “shoes don’t fry” When the goods cause high-priced buyers to fail to ship, the contradiction between the platform and the players will begin to take shape.
September 26, nice proposes a full reduction campaignOne step to rectify the announcement of the shoes, and to ban some of the account’s actions, caused a storm in the city at one time.
After leading the shoe circle carnival to rectify the apology, you can sadly find that the once obsessed people did not seem so deceived. The most intuitive way is reflected in the netizens’ views on the rectification measures: the operation of nice is in the “thief shouting to catch thieves”, “leading to cut leeks”, “conspiracy theory”.
There is a bad comment on the outside world. Even though Nice is more than a sinus, it is already a hundred words. Obviously, the shoe market is weak and the platform search behavior seems to be an indisputable fact. Freely securing the shoes and financializing the shoe market, this is not only challenging the majesty of the law, but also breaking the psychological bottom line of the invaders.
On the other hand, the so-called: “The shoe market is risky, and the entry needs to be cautious.” Shoe fans are swarming, but winning or losing is two points. The dream of getting rich has not been realized, and there are many examples of the return of blood.
A netizen who participated in the flash purchase carnival said that the hearts of the people were not enough, and most of the friends around him had been cut off. The trader shouted in the group, and 900 entered the field. In the middle of the night, he organized a rush of fire to 1500 and threw himself. The group also dispersed. My brain was hot and I rushed two clots. I calmed down and threw it away. I lost a cup of tea money. It is said that someone lost 300,000 overnight, with the intention of being alive. This is almost comparable to gambling.
Spontaneous, crazy, swearing, breaking the law…seat shoes may be a hanging business in itself. Players have greed, the platform is more, and in the interest boom, the two sides are naturally tit-for-tat. Looking back at this negatively-ridden flash-selling event, the carnival created by countless players, even if nice wants to rectify and protect the body, its intentional or unintentional push is also destined to be an indelible black spot.
Today, the two sides are suffering, this is a big escape from the shoe circle, and it is the reality of the fall of the fried shoes. It is worth noting that the fire of the fried shoes has lasted for a long time, and the next flash purchase, who can guarantee that there will not be thousands of “flash purchases” on the ground, in contrast to the situation of nice, and why not zoom in on other platforms. Version.
Loss of core competitiveness
“In the country, the shoes are comparable to drug trafficking. When people in the circle meet shoes, they can’t wait to become Holmes, for fear of encountering fakes.” A fried shoe enthusiast said.
Fake goods are rampant, and it’s always the biggest pain point in the fried shoe circle. “China News Weekly” has exposed some fake shoes industry chain not only to imitate the technology of shoes, but also the shoe box, purchase list and invoices, and some trading platforms even sell genuine shoe boxes.
The trend of collapse is downward, and the market is getting bigger and bigger. This has prompted the second-hand shoe trading platform to seize the “heart” of the shoe market, provide genuine guarantee through rigorous authenticity identification and inspection services, and transform the identification of shoes into core competition. force.
However, unlike other e-commerce platforms, the special competition points of second-hand shoe trading platforms cannot escape floating twists and turns, and there are always unknown variables and risks in authentic identification. OneA senior sneaker appraiser said: “The sneakers of many platforms have to identify hundreds of pairs of sneakers every day. The identification time of each pair of sneakers is only a few minutes. In addition, the domestic shoemaking skills are sophisticated, and some mistakes are inevitable.” /p>
The loss is a thousand miles, a thousand miles. At some level, the appraisers’ small mistakes are the consequences of the platform’s credibility. In 2018, the RC official confirmed that there were two pairs of polders on the “poison”. Subsequent “poison” issued a statement acknowledging the existence of problems in the management of commodity categories. This fake cargo storm made it a head platform, and the hard-working brand credibility was hit hard overnight.
It is worth mentioning that as an e-commerce platform, core competitiveness should not be limited to this point. After all, there are too many uncontrollable factors in authentic identification.
Shoe fans are not sure about the best opportunity for the rise of second-hand shoe trading platform, but unfortunately, the platform itself is still only the consumption potential brought by the “authentic appraisal”. Will be firmly in the first place, not to build a healthy platform ecosystem.
There is a clear trend comparison, on the one hand, the credibility of being consumed by fakes, and on the other hand, the decline in the after-sales and service. On September 9th, a seller reported to the black cat complaint platform that Nice deducted the deposit from the sneakers and infringed the seller’s normal rights, while the platform deducted the deposit was not paid to the buyer.
Black Cat Complaint Platform data shows that as of August 14th, 2019, the number of “poisonous” complaints reached 7,477, and the number of complaints from Nice reached 2,027. The main contents of the complaints were not for delivery, no return, sale and after-sales service. Respond to the question. According to the survey conducted by Ai Media, from the consumption rating of retail e-commerce, the “Toxic” response timeliness rating is 0, and the platform rating is “Not recommended to place orders”.
So what we are seeing is that the identification is unstable, the service is in arrears, and the core competitiveness that the trading platform should have seems to be worthless. Therefore, it is unthinkable to wait for the leek to wither and the tide to retreat. Where should they go as an e-commerce platform?
The challenge of “squid”
It is often a rush to change an industry. The development situation of the domestic second-hand shoe trading platform in the present can be said to be both lucky and unfortunate. Fortunately, standing on the vent, the bonus is beckoning; unfortunately, no one knows when this gust will come to an abrupt end, and it will be life or death after landing.
Overview of several major trading platforms in China, it can be clearly stated that the maturity of its own and the noisy market atmosphere is not high. In contrast, foreign shoes trading flatTaiwan is also hot, and Stadium Goods, Grailed, StockX, and GOAT are born. For the speculative shoes, in addition to the domestic “poison” and “nice”, there is a platform that has to be mentioned, that is, Stock X.
StockX’s growth rate after launching in the US is not comparable to that of the general platform. In the US market, the overall valuation has exceeded one billion US dollars in just over a year. The open transaction amount is about 50 million a year. Around the dollar.
Ai Media Consulting gave specific data: As of July 15, 2019, there were 5,1964 tradable items on the Stock X platform, which were the products of the three head sneakers including the poison APP and nice. The most abundant platform.
Of course, this does not directly prove that StockX is in the doldrums. After all, for footwear products, the largest number is the nice platform, with 17,877, followed by poison APP, with 17,252, and Stock X footwear. The quantity is the least. But one thing that deserves the attention of the domestic platform is that in Stock X’s huge annual transactions, 15% of the users are from China.
In addition, from the perspective of business model, StockX pure data-based stock operation model may not have the dominant data + social form of the domestic platform, especially in the circle of shoes, which is more focused on communication and sharing. But it is undeniable that the intuitiveness and judgment of pure data does help to improve the success rate of the transaction.
It is obvious that the benchmarking of the head platform at home and abroad, no matter from the data or the business model, there is no evidence to directly assert that it is awkward.
On the other hand, we have to admit that in the sneaker culture, similar to hip-pop, electronic music, street sports, NBA and other trends, foreign natural comes with maturity. This allows foreign trading platforms to be derived from their own cultural environment, and naturally superior in user perception.
Xiao Zheng, who is keen on buying shoes from high school, said: At present, some foreign trading websites are used. There is no reason why foreign websites are more reliable.
In fact, is the foreign trading platform really reliable? The answer is of course no. Platforms such as Stock X have also exposed fake traffic. The proliferation of shoes in the shoe loops, foreign countries can not become a “paradise.”
It’s quite realistic that under the pressure of multiple shoes, the army is sensible or crazy, and everyone is looking forward to having a pure trading environment.More large platforms join the Chinese shoe market and are willing to accept new quality platforms. At that time, the dividends of the domestic head platform will be gradually divided.
Of course, this is a huge survival challenge for them, but thinking from another angle may be an opportunity. After all, the domestic trading platform has not been able to play a positive e-commerce value, and the “squid” swims, life and death, It will be ok to move forward.