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对话球鞋电商Nice周首:很多人不理解球鞋卖3万

   日期:2019-08-01     浏览:98    评论:0    
核心提示:On the shoe industry is not understood: many people do not understand that a pair of shoes can sell for $30,000, so how can a watch sell for $300,000?
 On the shoe industry is not understood: many people do not understand that a pair of shoes can sell for $30,000, so how can a watch sell for $300,000?

On identification: China has the largest number of fake shoes in the world, and the fake shoe-related industry has spawned identification without really summarizing a scientific methodology.

Talk about appraisers: appraisers will be graded, for example, traditional Chinese medicine is also divided into old Chinese medicine or just beginning novice. So it is always a fight to upgrade the process.

On industry development: the whole industry in my opinion is still a preliminary stage, can not be finally kidnapped by the capital to do the industry to death.

Is the sneaker business a bust?

You get opposite answers in different groups. Compared with the crazy pursuit of the post-1995 generation, in the eyes of those so-called mainstream groups before 1995, the suddenly booming sneaker-shoe business is suspicious and inexplicable

Why can a pair of second-hand shoes sell for thousands or even tens of thousands?

The answer is surprisingly simple: if someone is willing to buy, someone will sell. This is not a business that can be explained by the logic of traditional e-commerce sales: the high imbalance between supply and demand has resulted in the scarcity of some sneakers, resulting in the loss of pricing power in the entire transaction process.

At this time, whether there is a new consumption concept or value concept to reprice it is crucial.

Something similar is happening in some collectibles markets. Zhou shou, CEO of Nice, one of the largest shoe trading platforms in China, said the shoe appraisal is a non-standard industry. If you understand the industry in terms of whether or not it's a good thing, you will never identify with it.

This is a serious problem for the new world of sneaker trading: people see the industry exploding, but there are a lot of people who don't fully understand the logic behind it. Even the drug APP recommended by wang sicong, the industry leader, is doomed. Even more, the industry's target user group, many people can not say, can only be a vague "post-1995" to sum up.

But that wasn't a problem at the start of the week. A small white user who just wants to buy shoes to use, not collect or invest, at least in his eyes, is not a user of Nice services, nor is it a priority.

However, the rise of sneaker trading platform should be attributed to the influence of the rise of fashion culture on people.

In this recent years by the young people led the trend of cultural wind, sneaker inadvertently pushed into the forefront of the storm. The value of the shoes themselves changed after they became the new "luxury" in the eyes of young people. And the development of sneaker sales platforms, including poison and Nice, is just the end of the trend, not the source.

"You first have to see why it is what it is, not what the problem is," zhou stressed to tencent news outlet qianwang. This cognitive misunderstanding, so do not understand the trend of culture people have been unable to understand the pricing of some sneakers.

But whether the mass market really understands it or not, the shoe market continues to grow rapidly.

According to the "sports fashion consumer insight report" released by QuestMobile this month, the design and superimposed limited sales mode of fashion trends have endowed it with investment and collection value. Currently, the monthly active users of typical apps are above 3 million.

Nice, in the second tier, has 3.16m monthly users. In terms of monthly growth momentum, since the end of last year, the growth rate of all platforms has remained high and steadily increased.

This undoubtedly supports the sneaker trend market upward argument. And the aggravation of investment property, make sneaker business step by step go crazy, Fried shoe, shoe hoarding has become the norm.

At this point, sneaker identification becomes almost the most critical part of the sneaker business: even if a pair of shoes are priced high in the fashion culture, it is the ability to identify them as genuine shoes that is the key to the transaction.

Awkwardly, however, neither poison nor Nice has yet established a fully fledged system in one of the most critical areas of identification. only rely on the personal experience and level of appraisers, so that the sneaker appraisal industry from the birth, it is difficult to escape the outside world to its doubt and blame.

In zhou shou's eyes, this situation is really helpless. In fact, the identification itself is a little like the old Chinese medicine, it is not a system of western medicine, it does not really summarize a set of scientific methodology, which means that the identification itself is a very personal color.

"A lot of times it's one of the authoritative appraisers who says it's true, the whole lot is true, but wouldn't the authoritative appraiser be bought by the manufacturer of the fake shoes?"

Sneaker trading platforms want to change that, too.

Nice does intend to invest in the identification system after securing a series D financing of tens of millions of dollars led by TPG softbank and yuanjing capital last month. Still, zhou said it will take a long time for the identification to be truly systematic and normalized.

The most critical reason lies in the cooperation of manufacturers.

"This requires the joint efforts of the industry and even the brand, which can only be pushed by the brand. In many cases, we cannot push it, because only the brand is the producer and owner of this thing, and only when he says it is true, it is true." So the beginning of the week.

The current shoe appraisal industry itself, even in the legal industry completely untenable. The platform is neither a brand nor a manufacturer nor a national authority, and even if it is genuine, it does not represent authenticity.

Wander in gray area, make originally not the target industry becomes more and more full of uncertainty.

For now, at least, all Nice can do is keep training appraisers to meet the ever-rising GMV. According to Nice, the vast majority of appraisals are now done by the platform itself, and it continues to train appraisers.

The appraisers are not trained from scratch, but how to make the existing appraisers stronger, more standardized and more efficient. Similar to the traditional Chinese medicine industry, there are also old traditional Chinese medicine and novice, Nice provides a space for them to upgrade.

But the process is still below the surface.

On the APP, a surveyor can identify 3,000 to 4,000 pairs of shoes a day, one every six seconds on average, prompting some users to question its effectiveness.

But even so, relying on platform authenticators is still the only choice for users. As a result, users still have no choice but to continue to buy and sell sneakers on the platform, even if there is a mistake in the identification link of sneakers.

According to Nice, the current rate of error is around two to three in ten thousand. It should be noted, however, that this data has not been verified by third-party data institutions.

In this way, if the problem is to be solved completely, it will ultimately have to fall to the brand. This is still a long way off for the industry.

How to understand the sneaker industry

"A lot of people don't understand that a pair of shoes can sell for 30,000 yuan, so how can a watch sell for 300,000 yuan?"

Reporter: what do you think of the shoe appraisal industry?

In fact, this is essentially the same as antique identification. Antique industry identification is more irregular and more mixed, the dark curtain is not an order of magnitude.

In other words, I said something to one of you, that your painting would be worth $10 million more or this tea cup would be worth $30 million more, which is completely off the mark. For example, how can I know whether your product is real or fake? Is it from the tang dynasty or the qing dynasty? Which batch of qing dynasty or fake? So this thing is more non-standard.

Many people do not understand that a pair of shoes can sell for 30,000 yuan, so how can a watch sell for 300,000 yuan? No one questions a watch, but most people question sneakers because they're new.

Just as a stamp can be worth $100,000, why shouldn't yu-gi-oh's card be worth $100,000? So my own feeling is that if you understand the industry in terms of whether it's reliable or not, then you will never understand the industry, and you will never identify with the industry.

Reporter: so why do people question the nature of shoe identification and pricing?

We won't talk about the appraisal of antique market now, we will talk about the appraisal of sneaker market now. I think it is because it is a new thing, that is the most important thing.

If you really want to understand it from another perspective, you need to understand why the shoe market is growing so fast today. What it represents behind, it is not a new crowd, is not a new concept of consumption, is not a new way of consumption.

Like why so many people buy and sell used shoes. We are now trading more second-hand shoes than luxury goods with tens of millions of dollars in financing. We didn't do it for a penny.

But from the surface, most people will first understand is to buy second-hand bags, I can understand, who will buy second-hand shoes, and athlete's foot, you are the first understanding.

So in essence, of course I think identification is a great question to ask, but it's the same thing with the antique market, except it's a different population.

Reporter: a brand premium can only settle down after a long period of practice. The time of sneakers is a little short, and some people find it difficult to accept it in a short time. That's the truth.

I think the reason why they don't understand is that they don't have the mentality to understand consumers and understand the market. An analogy I was very very don't understand that kind of secondary yuan, make the call to the convent, the trainee spend hundreds of thousands of, the last to hold a hand, but when I really come into contact with the user when I'm really very, very understand, I don't think they completely brainwashed, they think of is very understand, they think this thing is I got what I want.

They are not the kind of nouveau riche, or so-called dead house, daydream there, they are actually very clear accounting, but we do not touch them.

The first way to understand the industry is not to look at what's wrong with it, but why it is what it is. Otherwise, some investors even today have been unable to understand what this thing is.

Because we had a conversation with an investor before, and it was hard to talk about, you know, why do people make sneakers, why do sneakers go up, and I said because there's an imbalance between supply and demand, and he said, well, that's it.

And then I said how can brands balance supply and demand? How can he know what the demand is. He says there's a flexible supply chain. I said that the real can have several, that he will always tell you from this Angle, you will never find out.

Second, the appraisal is a non - standard profession

"China has the largest number of fake shoes in the world, and the fake shoe-related industry has spawned identification, but it hasn't really summed it up as a scientific methodology."

Reporter: although we can't understand the shoe business from the perspective of identification, the status of identification should be very important.

I think it is almost the most important link. This is a problem that is hard to solve in every home in the world.

The problem that is difficult to solve is fundamentally not because it is difficult to say, for example, that an appraiser is difficult to train, it is not because it is difficult to say, for example, what happens to the appraisal process, but the biggest problem is that you need to have a reputation. Because the brand will not give you to do the authentication, and the country is not possible to do such a thing for such categories.

However, everyone in the market needs to buy real shoes, so how to justify this identification and this matter is the core problem of this industry at present. Because I'm, for example, a very good appraiser, and a very ordinary appraiser.

You in front of ordinary users, such as small white users, two appraisers he does not know, why he believes this person does not believe that person. For example, his feeling is that this person originally identified 20,000, that person may only identify or 30.

So I think the person is more experienced, but the person who is more experienced is probably going to get paid, and in that case I think it's a really big problem that the shoe industry or the shoe industry is facing right now at a very important part of the identification process.

But the real problem is not the training of appraisers, it's not the stuff, it's not the production, it's the intellectual property issues.

Reporter: can we solve this problem to some extent by turning identification into a scientific system?

Zhou shou: the identification itself is a little like old Chinese medicine. It is not a system of western medicine, which means I am very scientific. In fact, it is more based on experience and accumulation.

In this case, the advantage is that China has the largest number of fake shoes in the world, and China's fake shoe-related industry has naturally spawned authentication, so authentication has been a long time in this industry. That is to say, one foot high and one zhang high is the game between each other, that is, the appraiser and the fake shoe manufacturer, in such a process did not really summarize it into a set of scientific methodology, that is to say, I turned it into western medicine.

I think this is the truth in the present, we think it is difficult, because there are a few of the biggest problem, is the legitimacy of the first, the first it today, is that you are neither the brand you are not manufacturer, so you are not national authoritative organization, so you say this thing is to identify, isn't it true, that does not mean that this thing is really, actually there is no legally effective.

So you can see why we use the word "authentication" rather than "authentication", because we are not legally able to give advice on actual authentication. So from this point, first of all from the legal principle of this industry is relatively informal.

On such a basis, it still has its value, but I think the identification is still a long way from being truly systematic and normalized.

Reporter: now the platform appraisal success rate has how many?

Sunday morning: very, very low. It's very unlikely that, say, 20% can't be identified, it's very unlikely, almost impossible. If the error rate is above 1%, don't platform at all.

Reporter: how to finally solve the problem of regularization of the identification industry?

I think it needs the joint efforts of the industry and even the brand. This matter can only be pushed by the brand. In many cases, we cannot push it, because only the brand is the producer and owner of this thing
 
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