Therefore, whether from the perspective of risk or the status quo of the industry, detoxification has become inevitable.
Editor’s note: This article is from the WeChat public account “ Internet events ” (ID : Quanneishi), author Shang Lu.
Although the spring breeze of fried shoes sent the” Poison APP “to the throne of unicorns, it is clear that Tiger Flutter is somewhat” unsatisfied “with this basket of eggs.
On the day of New Year’s Day, Poison App announced on the official Weibo that it was officially renamed as “Dewu”, and stated that the rename would not affect the continued use of the two core services of the current trend e-commerce and trend community.
Ye Bing App founder and CEO Yang Bing also said: “In the future, we will continue to expand the trend of single-shoe categories other than sneaker clothing.”
This shows that for Tiger Flutter, which is at the critical stage of the secondary listing, it is necessary to do some bone scraping and poisoning for the poisonous APP that has attracted attention from all walks of life due to the fired shoes.
Unicorn with fried shoes
In 2016, Hupu submitted a prospectus to the Shanghai Stock Exchange. However, due to the restructuring of * ST Yaxing, which wanted to borrow money, Guiren Bird sold its shares of Hupu, and its own profitability was questioned. Finally, it had to terminate the IPO.
Although Hupu ’s first capital journey ended in failure, after the failure, Tigerpu seems to have firmed the idea of going public independently, and the predecessor poisonous APP was hatched after this. from.
However, after three years of listing failure, Hupu launched a sprint to A-shares this year, and its poisoned app has also become a new and imaginative growth point this year.
And it successfully attracted the attention of the market and the outside world because it refreshed the lower limit of public awareness of the fried shoes.
A small pair of shoes actually produced a K-line diagram. Someone made a profit of ten million. The limited number is unlimited, the joint name is not joint name. As a shoe, your final transaction price does not double They are a bit ashamed of their ancestors.
The 100% profit has attracted many people to participate in this unprecedented road to becoming rich.
Canada singer Drake once launched a collaboration with Jordan in the summer of 2018 The co-branded Air Jordan 4 Retro Raptors NRG (AJ4 Raptors), but then it was reported that due to the tension between Drake and the official Jordan, the commercial version of the signature had to be cancelled.
Subsequently, the price of the AJ4 Raptors without Drake Aura has been hovering at 1399 yuan, which has been tepid in the secondary market.
But the speculators are not aware of the problems reflected in this phenomenon.
The same use of K-line stocks will make you rich overnight, but that is because each stock is backed by a genuine listed company, you can exchange money at any time.
And since the AJ4 Raptors lost their Drake aura, they became cold. It is not difficult to see that the shoes that depart from the real demand range are actually no different from the air coins dedicated to cutting leek in the currency circle.
People who make money in the circle always come first. Some followers do not understand this truth, while others understand but do not think they will be the last one.
In the 2018-19 NBA playoffs, the Toronto Raptors successfully won the championship, which became the next gimmick for the AJ4 Raptors. Some shoe dealers’ AJ4 Raptors, originally priced at 1,399 yuan, were easily and happily sold for 5,000 yuan or more.
The chaos of stir-fried shoes has also attracted the attention of many media, including the People’s Daily. People’s Daily has also issued a call for “shoes are not copied.” The last one to enjoy this treatment was real estate. Poison APP also later stated this, expressing its firm support for “shoes are not copied.” ![虎 扑 刀 骨 骨 毒]()
In addition to being labeled as speculative by the outside world, poison PP itself has some problems that cannot be avoided in this wave. First of all, it is said that the value of rare goods is rare, the rise of the fried shoe market and the introduction of limited shoes The editions are inseparable. These limited editions can actually be bought on the official website, but they are difficult to grab, but judging from the shoe grab battle on the poisoned app, it is difficult to buy shoes on the poisoned platform. Also That is to say, poison is not irreplaceable for users.
You may say that there is an identification service on the poison, but it should be noted that there are no shoes that you cannot find in Putian.
In 2007, the Brooklyn police in New York seized a group of fake Nike shoes worth US $ 3 million. However, people sent by Nike found that these were genuine. Finally, they checked the inventory records, production records and sales records. Make sure this is fake, and these fake shoes are from Putian.
Even the official ca n’t tell the truth, how confident is the poison in judging the truth? On black cats, Ju 21 and other third-party complaint platforms, the highest proportion of complaints about the authenticity of sneakers.
Therefore, no matter whether it was the former poison or the current possession, its role in the sneaker trading link is more like an information platform, a replica of the same city.
The moats of these products are usually not deep, so you must try a new direction, both actively and passively.
Second, there are two current methods of profit for Dewu. One is to draw a certain percentage of the commission from the transaction price, and the other is to collect the buyer’s appraisal fee.
This means that the larger the volume, the higher the transaction price, and the higher the revenue.
But there is no small risk. At present, the industry lacks policy supervision. According to the statement of the People’s Daily, if there is a policy in the future, there will be a high probability of hitting speculators. The volume has an impact.
Some people in the industry also said: “Whether it is a poisoned APP, nice or other sneaker trading platform, shouting the slogan of exchange or transaction, it is actually trying to attract more sellers and buyers to enter and improve user activity And platform value. “
Therefore, blindly leveraging on fried shoes is both a medicine and a “poison”.
In addition, in terms of development space, the ceiling of the poisonous APP is clearly visible. According to previous reports, in mid-2018, the monthly GMV of poisoned APPs was close to 200 million yuan, and it is expected to reach 2 billion yuan in 2018, and 6 to 7 billion yuan in 2019.
According to data from AiMedia.com, the global second-hand sneaker market size has reached US $ 6 billion in 2019, of which the resale market for second-hand sneakers in China has exceeded 10 billion US dollars.
Therefore, no matter from the perspective of risk or the status quo of the industry, detoxification has become inevitable.
Tiger’s vertical and horizontal and the second curve The motivation of poisonous transformation is not only its own development considerations, but also its will.
Hupu is China ’s “Internet + sports” industry pioneer and is the only one, but the imagination space of this industry itself is not large. In the small and beautiful Chinese Internet rivers and lakes, Hupu has to constantly find The greatest common divisor between yourself and the user.
Cheng Hang, who was studying in the United States in 2004, founded the basketball forum “hoopCHINA” to use the advantages of being in the United States to provide timely basketball information for domestic basketball fans, which set the tone for Tiger’s community attributes. . In 2007, Cheng Hang and several other partners founded Hupu Culture Communication Co., Ltd. in Shanghai, and then began to expand. 
The expansion method can be summarized as one vertical and one horizontal.
In the vertical direction, we adopted the “content + community” approach in the basketball field, and expanded from basketball to football, tennis, and F1 to expand the number of users.
In the horizontal direction, a diversified attempt was made on the basis of content to implement monetization methods. The first business to be adopted was the advertising business. In 2006, Adidas became the first advertiser of Tigers. According to the prospectus submitted by Hupu when it first sought listing in 2016, its advertising business accounted for 55.64%, 55.55%, 60.78%.
From the perspective of the overall decline in the advertising market this year, Tiger’s revenue pillar will inevitably be affected this year. Even if the advertising market industry continues as it has always been, relying on the single business of advertising is too important for Tiger Nor is it a long-term solution.
Actually, Tiger Flutter had already taken action. In 2009, Tiger Flutter entered the field of e-commerce, and successively launched Calorie Mall and Tiger Flutter. However, Hupu ’s e-commerce business “successful trading area, failure also trading area”, on the one hand, the existence of the trading area has laid the foundation for it to be an e-commerce, and no other community will be an e-commerce. In the case of loss of users.
On the other hand, the over-developed trading area has also made the subsequent launch of the Calorie Mall and Tiger Flutter not very attractive. More than one user has talked about it. The Calorie Mall and the recognized goods do not have a cheaper and less comprehensive variety. .
Some employees of Tiger Flutter said, “If Tiger Flutter buys a product for every 100 users, this should not be the case.”
Hupu’s e-commerce business is therefore far from supporting the company’s revenue.
In addition, Hupu also tried to enter the offline market and launched projects such as smart sports fields and smart football fields, but these businesses have not reached a level that can support revenue. Until the completion of two rounds of financing this year, the valuation reached 1 billion US dollars and successfully emerged as a unicorn. The road to listing has brought new imagination and growth points.
What does the drug “get” for the user?
From the changes after the rename of “Poison APP”, the current product has weakened the attributes of e-commerce, and it seems to emphasize the content more, so as to guide users to plant grass and then guide the e-commerce platform. If successful, it will be male. Little Red Book.
Specifically, the bottom label of the interface of the product is divided into three parts: product, purchase and service. Among them, the “Get” tab contains content information flow, “Shopping” is e-commerce, and “Service” is the original sneaker transaction, identification and other content.
In addition to the categories that were more concerned by the original males , Also contains the contents of women’s tide clothes, beauty and so on.
Dingwu App founder and CEO Yang Bing said after the rename of the poisoning app: “Dingwu is positioned to create a new generation of trendy online shopping communities. After meeting the basic survival needs such as clothing, food, housing and transportation, young users have attached The demand for cultural value consumer goods is an inevitable choice, and trendy culture and fashion consumption are important options for the upgrading of young users. “
It is not difficult to find that after the name change, “Dun APP” will use content as the starting point. By breaking existing circle restrictions and finding the largest common divisor of users, its purpose is the same as the previous fast acquisition of A station.
With the rise of the post-90s and 00s, the development prospects of trendy consumption is beyond doubt, but only a lot of people who focus on this piece of fat, if it still uses the “58 style” information platform play The significance of the name change is really small.
Also That is to say, poison is not irreplaceable for users.
You may say that there is an identification service on the poison, but it should be noted that there are no shoes that you cannot find in Putian.
In 2007, the Brooklyn police in New York seized a group of fake Nike shoes worth US $ 3 million. However, people sent by Nike found that these were genuine. Finally, they checked the inventory records, production records and sales records. Make sure this is fake, and these fake shoes are from Putian.
Even the official ca n’t tell the truth, how confident is the poison in judging the truth? On black cats, Ju 21 and other third-party complaint platforms, the highest proportion of complaints about the authenticity of sneakers.
Therefore, no matter whether it was the former poison or the current possession, its role in the sneaker trading link is more like an information platform, a replica of the same city.
The moats of these products are usually not deep, so you must try a new direction, both actively and passively.
Second, there are two current methods of profit for Dewu. One is to draw a certain percentage of the commission from the transaction price, and the other is to collect the buyer’s appraisal fee.
This means that the larger the volume, the higher the transaction price, and the higher the revenue.
But there is no small risk. At present, the industry lacks policy supervision. According to the statement of the People’s Daily, if there is a policy in the future, there will be a high probability of hitting speculators. The volume has an impact.
Some people in the industry also said: “Whether it is a poisoned APP, nice or other sneaker trading platform, shouting the slogan of exchange or transaction, it is actually trying to attract more sellers and buyers to enter and improve user activity And platform value. “
Therefore, blindly leveraging on fried shoes is both a medicine and a “poison”.
In addition, in terms of development space, the ceiling of the poisonous APP is clearly visible. According to previous reports, in mid-2018, the monthly GMV of poisoned APPs was close to 200 million yuan, and it is expected to reach 2 billion yuan in 2018, and 6 to 7 billion yuan in 2019.
According to data from AiMedia.com, the global second-hand sneaker market size has reached US $ 6 billion in 2019, of which the resale market for second-hand sneakers in China has exceeded 10 billion US dollars.
Therefore, no matter from the perspective of risk or the status quo of the industry, detoxification has become inevitable.
Tiger’s vertical and horizontal and the second curve The motivation of poisonous transformation is not only its own development considerations, but also its will.
The expansion method can be summarized as one vertical and one horizontal. From the changes after the rename of “Poison APP”, the current product has weakened the attributes of e-commerce, and it seems to emphasize the content more, so as to guide users to plant grass and then guide the e-commerce platform. If successful, it will be male. Little Red Book.
Specifically, the bottom label of the interface of the product is divided into three parts: product, purchase and service. Among them, the “Get” tab contains content information flow, “Shopping” is e-commerce, and “Service” is the original sneaker transaction, identification and other content.
In addition to the categories that were more concerned by the original males , Also contains the contents of women’s tide clothes, beauty and so on.
Dingwu App founder and CEO Yang Bing said after the rename of the poisoning app: “Dingwu is positioned to create a new generation of trendy online shopping communities. After meeting the basic survival needs such as clothing, food, housing and transportation, young users have attached The demand for cultural value consumer goods is an inevitable choice, and trendy culture and fashion consumption are important options for the upgrading of young users. “
It is not difficult to find that after the name change, “Dun APP” will use content as the starting point. By breaking existing circle restrictions and finding the largest common divisor of users, its purpose is the same as the previous fast acquisition of A station.
With the rise of the post-90s and 00s, the development prospects of trendy consumption is beyond doubt, but only a lot of people who focus on this piece of fat, if it still uses the “58 style” information platform play The significance of the name change is really small.