Produced by Radar Finance and | Zhang Kaijing, editor| deep sea
The trendy online shopping community with a very high concentration of young people has been named by CCTV.
According to CCTV News, recently, the Shanghai Municipal Supervision Bureau conducted a sampling inspection of 6 types of goods such as infant clothing, adult clothing, shoes, accessories and other 6 types of goods sold by 9 e-commerce live broadcast platforms, and found that 22 batches of 113 batches of samples were unqualified, and the unqualified rate reached 19.5%. Among them, the highest unqualified rate of spot checks is the "Obtained Goods" e-commerce platform, and the sampling failure rate is 50%.
In fact, the goods have been named many times by the central media before, involving problems such as counterfeit and shoddy goods, appraisal fees, and "sky-high sneakers", which is also a stubborn disease of the identification of second-hand sneakers and trading platforms such as the goods.
In order to achieve the breaking of the circle, but also to change the stereotype of netizens on its "shoe flipping platform", Dewu is working hard to extend the layout of all categories in the field of tide play. But transformation is not an easy task. On the one hand, the tide play category involved in the thing is easy to be labeled as "hype", not long ago netizens rushed the Lingna Belle Christmas limited key ring, it was sold in the Dewu App at a high price of 1400 yuan; on the other hand, broadening the category needs to be synchronized with the platform supervision, and from the past experience of the thing, this is a challenge.
The object responded that the label description was unqualified Quality inspection engineer: Clothing identification is very important
It is understood that the recent sampling inspection of the Shanghai Municipal Supervision Bureau involved a total of 96 brands of 6 types of products, in addition to the goods, Kuaishou, Xiaohongshu sampling failure rates of 40%, 28.6%, respectively, Jingdong, Taobao and other e-commerce platforms or short video platform goods also have some problems. In the test, more than a quarter of the adult clothing samples were not qualified.
Specific to the product, according to its reply, the company received a test report from the testing agency on July 30, 2021, showing that the spot check involved four batches of four product samples, of which two batches of two products had unqualified items on the instructions (labels) for use.
The first is the "men's pocket logo short sleeve" sold by Shanghai Shakjian Technology Co., Ltd., the number specification is incorrectly marked, the graphic symbol is wrong; the second is the "back to the future black and white plaid down jacket" sold by Hangzhou Black Star Clothing Co., Ltd., the address, the name of the filler, the amount of down and the amount of pile are not marked, the fiber composition of the surface is not standardized, and the tag and the washing mark are inconsistent.
In response, dewu responded that after verification, the two problem goods did not meet the latest regulations in the way of labeling and labeling, and the goods had been removed from the shelves first. It said that according to the information provided by the brand side, the physical and chemical indicators and safety of the product itself meet the national standards, and the subsequent inspection and sampling of the product logo will be strengthened.
Radar Finance noted that the two national tide brands that have problems this time are not idle people, and both have considerable accumulation in the process of brand development, but the treatment given by the platform to the two brands after the incident seems to be different.
According to Tianyan, The company's "Particle Fever" is positioned as a high-end sports technology brand, and has received 6 financings since its establishment, of which the C round of financing has reached 100 million yuan.
In December 2021, Particle Fever also officially announced the global spokesperson Zhou Xun, who now owns 5 stores in Beijing SKP-S, Shanghai IPAM, Shanghai Qiantan Taikoo Li, Shanghai Pudong Kerry and Shenzhen Vientiane Tiandi, all of which are top high-end business districts, with a reported valuation of more than 1 billion yuan.
Although Black Star Clothing has no financing experience, its trademark information and work copyright are highly related to the "KILLWINNER" brand. As early as 2018, Black Star Apparel has registered KILLWINNER's trademark under the classification of clothing, shoes and hats.
From the perspective of the cumulative sales of the statistics of the property, the best product sold by KILLWINNER is "Back to the Future Graffiti Zipper Stand Collar Thick Tri-color Down Jacket", with a total of more than 110,000 people paying, and the remaining 17 products have accumulated more than 20,000 people.
But at present, on the Dewu App, all Particle Fever products have been removed from the shelves, and KILLWINNER is still broadcasting live.
It is worth mentioning that in response to this sampling, an engineer from the National Silk and Clothing Product Quality Inspection Center pointed out that "such products belong to three no products." The so-called three no products, that is, there is no manufacturer's address and name, there is no certificate of conformity of the product, the three no products may appear uneven quality, online shopping and get the physical inconsistencies, detected that the chemical composition exceeds the standard, may cause harm to the consumer's skin, respiratory tract. ”
In addition, although the unqualified part of the two brands this time is in terms of logo, Zhang Dandan, another engineer of the National Silk and Clothing Products Quality Inspection Center, said: "The wrong or chaotic label of clothing logo will deceive or mislead consumers." "After all, if there is a quality problem with the product, the correct labeling of the logo can be used as evidence for consumer rights protection, and its importance cannot be underestimated."
Behind the unqualified goods, the inspection standards are a mystery
For the mode of selling goods, the customer service of the Radar Financial Consulting Platform learned that there are two main types of merchant sales and individual sellers idle sales. Customer service also emphasizes that all goods sold on the platform will be inspected and identified by it to ensure that they are new and unused before they are sent.
This also makes netizens wonder, is the identification reliable in the end? Can consumers trust the platform unconditionally?
Radar Finance noted that many users have recently lamented that there are more and more strange events encountered in the material, and it is gradually losing the trust of heavy users in the shoe circle.
In 2015, Yang Bing, co-founder of Hupu, founded the predecessor of Dewu - "Poison", which was originally a platform with sneaker identification as the core to provide users with sneaker culture and trend information, but after the scale of users gradually climbed, "Poison" expanded the matching transaction business.
In order to solve the problem of the flood of fakes in the sneaker market, poison adopts the trading mode of "first identification, then delivery", and it also has a set of its own identification standards, that is, anti-counterfeiting four-piece sets: certificate of identification, certified shoe buckle, packaging box and tape, and the four-piece set of goods is called "excessive poison", that is, identification as true.
While playing the "real shoes" label, the goods are also full of money. It is understood that for every pair of shoes sold, it will extract 5 fees in the middle of the technical service fee, transfer fee, inspection fee, identification fee and packaging service fee, and the higher the price of the sneaker, the higher the drawing achievement.
It has been reported that the total monthly GMV turnover of poison in 2018 has reached nearly 200 million yuan, and the company's annual GMV in 2019 has reached 6-7 billion yuan. The sharp increase in turnover has driven the growth of the company's valuation, and after the Series A financing in April 2019, the valuation of the property once exceeded $1 billion.
But the shoe appraiser is always a "metaphysics". Some industry insiders familiar with the identification of sneakers said that they can start from the shoe box, and then look at the shoe label, the reverse side of the insole, the line in the shoe, etc., which involves a lot of professional knowledge. "The best sneaker appraiser I've ever met, I took a shoe and smelled it, and I knew the authenticity of the shoe."
However, this methodology is not a tribulation. The industry's recognized classic shoe, the AJ6 with a replica of black and red color, has had a large number of fakes flowing into the market that cannot be identified. The reason is that the fake shoe manufacturers use solid materials, the midsole of the genuine shoes is covered by the plate, the insole trace and the glue injection hole are the key, and more appraisers are bribed to participate in counterfeiting.
"There is still no 100% reliable identification standard, but in the case that Nike and Adi have not made a perfect anti-counterfeiting solution, identifying shoes is currently recognized as the most reliable way to judge the authenticity and falsity of the sneaker market." Some appraisers have revealed.
In this context, there have been many "rollovers" in the matter.
In June 2020, the "618" Consumer Rights Protection Public Opinion Analysis Report released by the China Consumers Association pointed out that during the monitoring period, a total of 8735 negative information about the "Obtained Goods App" was collected, mainly involving counterfeiting, identification fees, coupons and other issues. If there is feedback from consumers that they have bought a defective shoe with a crooked toe of the right foot on the Dewu App, they have questioned the identification level of the dewu.
There are also sneaker sellers who buy shoes from the official website of dewu and then sell them from dewu, and finally show that the identification cannot pass. "The conclusion of the appraisal on different dates is different, and this appraisal is not reliable at all, which makes us lose a lot."
Sneakers backed by years of Sneaker culture are still like this, not to mention other trendy products outside of sneakers.
In the first half of 2021, because of a Gucci belt, there was a tug-of-war between Dewu and Vipshop. At that time, after the consumer Mr. Guo bought a belt at Vipshop, he identified it as fake on the Platform, which triggered heated discussion.
It is worth mentioning that the inspection and appraisal of China Inspection and Certification Group Shanghai Co., Ltd. issued by the product shows that the sample is false, but the appraisal results of the Guangdong Company of China Inspection and Certification Group issued by Vipshop show that the sample is true. In the end, according to the judgment of the Guangzhou Municipal Internet Court, the Gucci belt provided by Vipshop was not counterfeit, and the reports given by platforms such as Dewu were not enough to prove that the goods were counterfeit.
If you want to break the game, it is still difficult to escape the circle of "hype"
How to improve the identification and supervision of goods, so as to enhance their credibility in the minds of consumers, is only one of the dilemmas facing dewu at present. In the process of moving from a second-hand sneaker appraisal platform to a full-category platform in the trend field, there are still many problems in front of the object.
One of them is how to get rid of the shadow of "fried shoes". From shouting out "shoes to wear and not fried" in 2019 to 2021 twice because of the hot search for shoes, although dewu has repeatedly responded that "the price is the seller's personal setting", it is difficult to escape the suspicion of boosting shoes in the eyes of many industry people.
In order to change the platform attributes in the eyes of consumers, dewu not only grasps the young group, but also attracts a large number of brand merchants and celebrity Internet celebrities and MCN institutions to settle in.
For example, in 2020, Chen Weiting's tide brand CANOTWAIT_ has officially settled in Dewu, and chose to launch the summer special limited flygrass series of clothing on the platform online. Other stars such as Xue Zhiqian, Chen He, Lin Yun, Li Chen, Zhang Yixing, Yang Chaoyue and other stars have also entered with their brands, and many trendy new products will also use dewu as the starting platform.
However, after expanding the tide play category, it is still difficult to change the nature of "hype concentration camp", as long as it is profitable, there will be merchants who will continue to promote the price of products to soar.
At the end of 2021, Disney's debut of "Chuansha Daji" Lingna Belle was out of the sky, and at the same time, the major e-commerce platforms were in short supply around Lingna Belle, and the scalpers who smelled business opportunities took advantage of the idea of Lingna Belle's limited model.
In the Dewu App, the Christmas limited Lingna Belle and the Christmas limited Lingna Belle key ring just launched on December 12 are priced at 1929 yuan and 1729 yuan respectively, and the price of Lingna Belle ordinary dolls is also 1259 yuan. Taking ordinary dolls as an example, the original price is only 219 yuan.
According to a tide play seller, bubble Mart MEGA series "Molly 1000% earth daughter", the original price of 4999 yuan, the price of the property was once as high as 80,000 yuan, and now the model has been removed. In 2021, the newly released "Molly 400% Daughter of the Earth" was originally priced at 999 yuan, and the transaction price of the property was as high as 12999 yuan by September 2021; even if the market fell slightly by 2022, the price was still 6989 yuan as of press time.
KAWS, BE@RBRICK building block bears and other tide play OG (elders), in the price of the goods is higher. Among them, a BE@RBRICK 2G empty mountain base called "Bear King" released in 2019 has a price tag of 8800 yuan on the platform, and the price once exceeded 170,000 in 2021, and the price has been close to 150,000 so far.
"Although the platform did not take the initiative to promote shoe speculation, it gave sellers 'pricing freedom', and also provided loan products for both parties to the transaction to stimulate consumption." It's hard to argue that platforms can completely stay out of the hype. A voice pointed out.
And the hype is not a good thing for platforms that are trying to build long-term trust with young people. From the current situation, there are many urgent points to be improved in supply chain management, logistics, product identification, etc., and the cumulative number of complaints in the black cat complaint platform has reached 120,000, far exceeding the general brand.
Can the future get rid of the "fried shoes" label and successfully break the circle? Radar Finance will continue to pay attention.
Note: This article is the original of Radar Finance (ID: leidacj). Unauthorized reproduction is prohibited.