Human beings can't stop fighting more. After the wine travel and medical beauty products, Pinduoduo also sold tide shoes.
On April 20, Pinduoduo's "Duodu Tide Shoe Shop" launched a "Tide Shoes Player Day" with 10 billion subsidies, and more than 600 shoes participated in the low-cost sales of 10 billion subsidies. At the same time, Pinduoduo and two domestic authorities Shoe identification platform "get" "knowledge" to achieve identification service cooperation. So far, Pinduoduo has completed the closed-loop verification service in the tide shoe market by introducing a third-party authentication platform.
A lot of fighting shoes business has been brewing for a long time.
According to the observation of 36 krypton, from the second half of 2019, Lyndoch's official recommendation officer Lynn not only recommended the special event of "Lynn's genuine good goods group", but also operated a special tide shoe group, AJ, coconut. After new on the platform, Lynn will notify the community members as soon as possible.
These tide shoes all come from tens of billions of subsidies, and the price advantage is obvious. For example, during the Double Eleven, Adidas Yeezy 350 white ice cream's Tmall price is 1450 yuan, and the extra tens of billions of subsidies are 1209 yuan. A limited spike, sold out within three hours of launch); AJ1 High OG silk black toe Tmall price is 3709 yuan, more than 10 billion yuan subsidy price only 2239 yuan.
By January 2020, Pinduoduo shoe shop not only provided consumers with a "buy" service, but also began to upgrade to provide individual sellers with sneaker sales channels. The functions are getting closer and closer. ), Nice and other vertical shoe trading appraisal platforms.
According to Zong Hui, the person in charge of Pinduoduo's tens of billions of subsidies, the subsidy of hundreds of tide shoes in the Duoduo shoe store is between 10% and 25%. Pinduoduo has allocated a special subsidy budget of 1 billion yuan for tidal shoes, and will continue to subsidize tidal shoes commodities without an upper limit in 2020. Tide shoes have become a key subsidy category with more than 10 billion subsidies.
Hidden things hidden in Pinduoduo
To sell a lot of tide shoes, we must first solve the problem of consumer trust. Thanks to the brand endorsement of the previous tens of billions of subsidies, Duoduo Shoe Shop also boldly shouted the slogan of 100% genuine, fake one compensation ten, and the China People's Insurance Company provided genuine insurance.
Duoduo Shoe Shop is not self-operated. Channel sources are all from the secondary market of tide shoes: Previously it was mainly supplied by qualified brand dealers. With the improvement of the identification process, individual sellers have become an important supplier of tide shoes source. The data shows that more than 10,000 pairs of shoes have been sold in the Duoduo shoe store.
In terms of merchandise management and control, Doduo Tide Shoe Store continues the shopping process of leading players in the industry to “identify first, then shipâ€. After the buyer places an order to buy a pair of sneakers, the seller will first ship them to the designated identification agency of Pinduoduo for physical inspection. After the inspection, a joint "authentic identification report" will be issued to record the number information of each pair of identified tide shoes, and then Send the shoes to the buyer. The difference is that the appraisal division of Dewu Shoes is signed by the platform, and the platform itself plays the role of third-party authentication.
Today, Duoduo Chaoguan completed the closed-loop verification of sneaker transactions, and it has become the product of "Pin Duoduo Edition". However, according to the consistent tone of Pinduoduo, even the category of thousands of dollars for sneakers, you must follow the Pinduoduo game-low price.
The shoes in the secondary trading market are mostly personal idle items, which are freely offered by sellers and prices fluctuate greatly. Pinduoduo adopts the commodity bidding model, in which the seller bids. After sorting based on the bids from low to high, Pinduoduo displays the real-time minimum bid for selling goods for buyers to purchase. This means that if the seller's bid is low enough, more goods may be exposed. Based on this, Pinduoduo further subsidizes the goods.
At present, Pinduoduo not only subsidizes authentic tide shoes, but also provides special subsidies for the transaction costs of small and medium sellers: seller commissions are waived and appraisal costs are fully borne. Previously, the subsidy ratio of the Toduo shoe store was 10% -25%. The special subsidy for the identification service fee is equivalent to the subsidy of 10% for the shoe.
A shoe enthusiast browsed the Duoduo shoe shop and told 36 Krypton that the original market price of 1499 yuan for sneakers would be more than 300-400 yuan for subsidies, and those with a price of less than 1,000 yuan would be discounted by dozens of yuan.
Different from the way that wine, travel, medical beauty and other products can be purchased by single order, the Totoo shoe store adopts the "free to buy" model. The delivery service can be selected from corporate merchants, overseas merchants, and individual sellers. .
Are the sneakers still fragrant?
Before and after the fight to enter the sneaker market, a large number of players fought fiercely with strong capital.
From April to June 2019, the Poison App (now renamed "Dewu") completed the A round of financing and entered the ranks of unicorns with a valuation of US $ 1 billion; the second-hand trading platform was transferred to the online Cherk App to identify the trading platform with tide products Has entered the sneaker market with its new identity; nice has also completed tens of millions of dollars in Series D financing to further strengthen the appraisal business of shoe resale transactions.
According to the official data of poisonous apps, as of August 2019, there are 100 million registered users of poisonous apps, and the DAU is about 8 million; the GMV in 2019 is expected to reach 6 billion to 7 billion yuan. At that time, the secondary market of China's sneakers was already active on resale platforms such as poison, nice, UFO, bullfighting, and check, and the industry's popularity was needless to say.
The core of the above platforms are bilateral transactions, with a single profit model, mainly relying on commissions and collecting appraisal fees (about 5 yuan / piece); Pinduoduo does not play an intermediate appraisal role, and as the platform ’s profit point, there is only one commission left .
36 Krypton understands that the transaction cost of a pair of sneakers reselling includes a certain percentage of the value of the commission, as well as dozens of yuan of quality inspection / identification / packaging materials and other expenses. The property is taken as a commission from 7.5% -9.5% of the seller's transaction price, in contrast, Pinduoduo draws 5% of the platform service fee and 0.6% of the technical service fee.
Taking a pair of sneakers with a transaction price of 1,000 yuan as an example, the transaction cost includes the platform service fee of 50 yuan, the technical service fee of 6 yuan charged by Pinduoduo, and the inspection fee of 15 yuan and the packaging service fee of 10 yuan charged by the tripartite identification center. In total, the transaction cost of these shoes is 81 yuan.
At present, Pinduoduo only charges technical service fees, and other transaction costs are fully subsidized, which means that for every pair of shoes that cost 1,000 yuan, Pinduoduo can not only earn platform service fees, but also lose an additional 25 yuan (inspection fee + packaging fee) . And this is only a special subsidy for identification services. Pinduoduo will also subsidize the market price of sneakers by another 10% -25%.
Such a generous game of burning money and expansion, the vertical shoe trading appraisal platform may not dare to follow up easily, and capital and flow are all chips in the hands. From the perspective of comprehensive e-commerce, neither Ali nor JD.com have too much involvement in the secondary market of sneakers. Without the competition from the head e-commerce, it is even more unscrupulous to "invade" the sneaker market.
After all, the shoe resale platform is a profitable business. In the long run, if Pinduoduo will no longer rely on subsidies to seize the market in the future, it will have the possibility of making a profit. The question is whether the method of burning money for scale is equally applicable in the sneaker market. Earlier, Pinduoduo's financial report has shown that its tens of billions of subsidies are not as good as expected, and users' purchasing power is still insufficient.
More risk is whether "fried shoes" can be recognized by the mainstream. Prior to this, the shoe speculation platform has attracted the attention of regulatory authorities in Shanghai, Shenzhen and other places, "prompt to guard against the financial risks behind the shoe speculation boom"; Xinhua Vision and CCTV Finance Channel under the Xinhua News Agency also criticized the shoe speculation phenomenon, saying Profits from high shoe prices are typical "cloud speculation shoes" and "shoe futures".
In addition, the new crown epidemic has also become an unstable factor in the development of the secondary market for sneakers. During the epidemic, consumers reduced their discretionary spending beyond necessities, and the sneaker market fell accordingly: the resale prices of some heavy shoes were nearly cut, and the release of new shoes was also affected, which directly affected the trading confidence in the secondary market.
The StockX report shows that among the 500 most popular sports shoes in March this year, the resale price of 300 shoes fell; compared with February, the price of sports shoes fell by 4% at the end of March. · Pin Duoduo turned into a "good" and started the life of AJ and coconut · Inventory exceeds 16 billion, Adidas starts online madness · 4.17 Tmall Special Sale Festival Meet Up Live Room, RVGXSTM Xu Hai · Early spring wear | Reebok X OKITA Eightyon · Humen Fumin Shoe Industry Leather Goods City Businessmen Multi-channel Expansion Market · Appreciation: Rainbow milk foam Little Posite One "Ra · Answer, only double choice · Improved cheongsam, pull back shoes ... There is a trend called " · After the epidemic prevention and control stabilized, did the masks become better to buy? · Gap Gap Group employees infected with new crown pneumonia closed New York
On April 20, Pinduoduo's "Duodu Tide Shoe Shop" launched a "Tide Shoes Player Day" with 10 billion subsidies, and more than 600 shoes participated in the low-cost sales of 10 billion subsidies. At the same time, Pinduoduo and two domestic authorities Shoe identification platform "get" "knowledge" to achieve identification service cooperation. So far, Pinduoduo has completed the closed-loop verification service in the tide shoe market by introducing a third-party authentication platform.
A lot of fighting shoes business has been brewing for a long time.
According to the observation of 36 krypton, from the second half of 2019, Lyndoch's official recommendation officer Lynn not only recommended the special event of "Lynn's genuine good goods group", but also operated a special tide shoe group, AJ, coconut. After new on the platform, Lynn will notify the community members as soon as possible.
These tide shoes all come from tens of billions of subsidies, and the price advantage is obvious. For example, during the Double Eleven, Adidas Yeezy 350 white ice cream's Tmall price is 1450 yuan, and the extra tens of billions of subsidies are 1209 yuan. A limited spike, sold out within three hours of launch); AJ1 High OG silk black toe Tmall price is 3709 yuan, more than 10 billion yuan subsidy price only 2239 yuan.
By January 2020, Pinduoduo shoe shop not only provided consumers with a "buy" service, but also began to upgrade to provide individual sellers with sneaker sales channels. The functions are getting closer and closer. ), Nice and other vertical shoe trading appraisal platforms.
According to Zong Hui, the person in charge of Pinduoduo's tens of billions of subsidies, the subsidy of hundreds of tide shoes in the Duoduo shoe store is between 10% and 25%. Pinduoduo has allocated a special subsidy budget of 1 billion yuan for tidal shoes, and will continue to subsidize tidal shoes commodities without an upper limit in 2020. Tide shoes have become a key subsidy category with more than 10 billion subsidies.
Hidden things hidden in Pinduoduo
To sell a lot of tide shoes, we must first solve the problem of consumer trust. Thanks to the brand endorsement of the previous tens of billions of subsidies, Duoduo Shoe Shop also boldly shouted the slogan of 100% genuine, fake one compensation ten, and the China People's Insurance Company provided genuine insurance.
Duoduo Shoe Shop is not self-operated. Channel sources are all from the secondary market of tide shoes: Previously it was mainly supplied by qualified brand dealers. With the improvement of the identification process, individual sellers have become an important supplier of tide shoes source. The data shows that more than 10,000 pairs of shoes have been sold in the Duoduo shoe store.
In terms of merchandise management and control, Doduo Tide Shoe Store continues the shopping process of leading players in the industry to “identify first, then shipâ€. After the buyer places an order to buy a pair of sneakers, the seller will first ship them to the designated identification agency of Pinduoduo for physical inspection. After the inspection, a joint "authentic identification report" will be issued to record the number information of each pair of identified tide shoes, and then Send the shoes to the buyer. The difference is that the appraisal division of Dewu Shoes is signed by the platform, and the platform itself plays the role of third-party authentication.
Today, Duoduo Chaoguan completed the closed-loop verification of sneaker transactions, and it has become the product of "Pin Duoduo Edition". However, according to the consistent tone of Pinduoduo, even the category of thousands of dollars for sneakers, you must follow the Pinduoduo game-low price.
The shoes in the secondary trading market are mostly personal idle items, which are freely offered by sellers and prices fluctuate greatly. Pinduoduo adopts the commodity bidding model, in which the seller bids. After sorting based on the bids from low to high, Pinduoduo displays the real-time minimum bid for selling goods for buyers to purchase. This means that if the seller's bid is low enough, more goods may be exposed. Based on this, Pinduoduo further subsidizes the goods.
At present, Pinduoduo not only subsidizes authentic tide shoes, but also provides special subsidies for the transaction costs of small and medium sellers: seller commissions are waived and appraisal costs are fully borne. Previously, the subsidy ratio of the Toduo shoe store was 10% -25%. The special subsidy for the identification service fee is equivalent to the subsidy of 10% for the shoe.
A shoe enthusiast browsed the Duoduo shoe shop and told 36 Krypton that the original market price of 1499 yuan for sneakers would be more than 300-400 yuan for subsidies, and those with a price of less than 1,000 yuan would be discounted by dozens of yuan.
Different from the way that wine, travel, medical beauty and other products can be purchased by single order, the Totoo shoe store adopts the "free to buy" model. The delivery service can be selected from corporate merchants, overseas merchants, and individual sellers. .
Are the sneakers still fragrant?
Before and after the fight to enter the sneaker market, a large number of players fought fiercely with strong capital.
From April to June 2019, the Poison App (now renamed "Dewu") completed the A round of financing and entered the ranks of unicorns with a valuation of US $ 1 billion; the second-hand trading platform was transferred to the online Cherk App to identify the trading platform with tide products Has entered the sneaker market with its new identity; nice has also completed tens of millions of dollars in Series D financing to further strengthen the appraisal business of shoe resale transactions.
According to the official data of poisonous apps, as of August 2019, there are 100 million registered users of poisonous apps, and the DAU is about 8 million; the GMV in 2019 is expected to reach 6 billion to 7 billion yuan. At that time, the secondary market of China's sneakers was already active on resale platforms such as poison, nice, UFO, bullfighting, and check, and the industry's popularity was needless to say.
The core of the above platforms are bilateral transactions, with a single profit model, mainly relying on commissions and collecting appraisal fees (about 5 yuan / piece); Pinduoduo does not play an intermediate appraisal role, and as the platform ’s profit point, there is only one commission left .
36 Krypton understands that the transaction cost of a pair of sneakers reselling includes a certain percentage of the value of the commission, as well as dozens of yuan of quality inspection / identification / packaging materials and other expenses. The property is taken as a commission from 7.5% -9.5% of the seller's transaction price, in contrast, Pinduoduo draws 5% of the platform service fee and 0.6% of the technical service fee.
Taking a pair of sneakers with a transaction price of 1,000 yuan as an example, the transaction cost includes the platform service fee of 50 yuan, the technical service fee of 6 yuan charged by Pinduoduo, and the inspection fee of 15 yuan and the packaging service fee of 10 yuan charged by the tripartite identification center. In total, the transaction cost of these shoes is 81 yuan.
At present, Pinduoduo only charges technical service fees, and other transaction costs are fully subsidized, which means that for every pair of shoes that cost 1,000 yuan, Pinduoduo can not only earn platform service fees, but also lose an additional 25 yuan (inspection fee + packaging fee) . And this is only a special subsidy for identification services. Pinduoduo will also subsidize the market price of sneakers by another 10% -25%.
Such a generous game of burning money and expansion, the vertical shoe trading appraisal platform may not dare to follow up easily, and capital and flow are all chips in the hands. From the perspective of comprehensive e-commerce, neither Ali nor JD.com have too much involvement in the secondary market of sneakers. Without the competition from the head e-commerce, it is even more unscrupulous to "invade" the sneaker market.
After all, the shoe resale platform is a profitable business. In the long run, if Pinduoduo will no longer rely on subsidies to seize the market in the future, it will have the possibility of making a profit. The question is whether the method of burning money for scale is equally applicable in the sneaker market. Earlier, Pinduoduo's financial report has shown that its tens of billions of subsidies are not as good as expected, and users' purchasing power is still insufficient.
More risk is whether "fried shoes" can be recognized by the mainstream. Prior to this, the shoe speculation platform has attracted the attention of regulatory authorities in Shanghai, Shenzhen and other places, "prompt to guard against the financial risks behind the shoe speculation boom"; Xinhua Vision and CCTV Finance Channel under the Xinhua News Agency also criticized the shoe speculation phenomenon, saying Profits from high shoe prices are typical "cloud speculation shoes" and "shoe futures".
In addition, the new crown epidemic has also become an unstable factor in the development of the secondary market for sneakers. During the epidemic, consumers reduced their discretionary spending beyond necessities, and the sneaker market fell accordingly: the resale prices of some heavy shoes were nearly cut, and the release of new shoes was also affected, which directly affected the trading confidence in the secondary market.
The StockX report shows that among the 500 most popular sports shoes in March this year, the resale price of 300 shoes fell; compared with February, the price of sports shoes fell by 4% at the end of March.
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