Post-85 entrepreneur Yang Bing, often said that he is a "crazy basketball enthusiast", he has started a business in Shanghai twice in succession - the first time the jointly founded Tiger Poker website, developed into the largest online sports community in China; the second time founded the Dewu App, once again became the largest trend online shopping community in China.
Why was it founded? Yang Bing felt that it was "the right time and place for people" at that time. He himself and his friends around him have invested a lot of energy in studying trend culture and are deeply touched by this field; in addition to the small environment around him, he also sees macro trends, trend culture is constantly out of the circle, fashion consumption, trend consumption has become an important option for young people's consumption upgrade.
Yang Bing is low-key and does not often appear in front of the media. However, the goods are quite "high-profile", this "trend community + e-commerce platform", and now the transaction scale is far ahead of the trendy e-commerce platform in the European and American markets.
In 2015, when the Internet was booming, the appearance of the information App came into being, allowing young people to understand the sneaker culture and trend information, and also providing users with online identification services for fashion products; two years later, the platform launched the trading function, creating a "first identify, then ship" trading model, adding authenticity identification and defect inspection and grading links in the process of commodity trading, and controlling the quality of goods. Today, it has become an online gathering place for international trend consumer goods, where many global new products and national tide originals are first released.
Many people walk into the company and say from the bottom of their hearts: "You are a Shanghai enterprise at a glance." Yang Bing feels that Shanghai is the closest place to the trend, and it is also a fertile soil for the growth of things. He hopes that more and more fashion products from all over the world can pass through and go from Shanghai to all parts of China. "Today, we are getting closer and closer to our goal."
Raoyong was the first user to place an order on a thing, and the company used his ID in one of the conference rooms
In the second half of the Internet, Shanghai has seen e-commerce rising stars such as Pinduoduoduo, Dewu, Xiaohongshu, and Dingdong Shopping, who have created a unique model in their respective fields. Dewu is no exception, and his narration of the platform may inspire Shanghai to build a new online economic highland.
In terms of things, you can always find "surprises". This year, the Japanese brand Casio debuted the Nautical King joint sports watch, circle fans a large number of "One Piece" anime fans; the international big brand LOUIS VUITTON (hereinafter referred to as LV) and the Japanese tide brand Nigo joint series of clothing debut, LV's checkerboard classic design into the street style, looking more youthful; Lego and Lamborghini joint building toy debut, 1:8 real restoration of Lamborghini three models ... The debut of each popular product is stirring up waves on the platform, and the world's trendy products are moving from Shanghai to the whole country through the goods.
Casio and The Voyager King's joint watch
LV and Nigo co-branded denim
Many international brands that were originally "proud and petite" did not expect that China's trendy online shopping community gathered a large number of young people with strong consumption power. CALVIN KLEIN (hereinafter referred to as CK), the first major designer brand in the United States, which has been taking the traditional e-commerce path, officially launched its accessories series after "618" this year, and it was unexpectedly sold out of stock in more than two months, and dewu also became the largest e-commerce platform in China in terms of sales volume of the category. The person in charge of platform operation and the person in charge of product selection attach great importance to CK, provide user portraits for brands, put out big data, let them know what price segment products are best sold, and what users are most likely to like, which are the results of a large number of market research.
Accurate docking will soon pay off, and on the eve of this year's Tanabata Festival, CK bracelets, earrings, rings, etc. are all sold out on the platform. Seeing the huge consumption prospects, the brand side continues to increase the layout of things, invite trend stars to live stream goods, and also select many items that are in line with future trends for exclusive debuts, increasing user stickiness and brand loyalty.
CK's exclusive gift box on the object
In addition to international brands, many new domestic brands have also chosen Dewu as the starting position of new products. Since the beginning of this year, among the new domestic goods on the shelves, there are more than 20,000 clothing products alone, the sales of some explosive products have exceeded 100,000 pieces, and there will be tens of thousands of related wear selections in the Dewu community.
In recent years, domestic celebrity brands have also been welcomed by a large number of young consumers. For example, Chen Weiting, Zhang Yixing, Xue Zhiqian, Li Chen, Wu Jianhao, Han Geng, etc., at first they were all active users of the Dewu community, liked to "shine treasure" in the community, communicate with users, and gradually put their own brands on the platform for sale.
A major reason why the product is favored by brands is that in the past two years, a lot of resources have been invested in brand support, including participating in brand design and sharing the online marketing experience of the platform with the brand. For example, Chen Weiting's brand CANOTWAIT_, which has made several rounds of new products in the world this year, and the first batch of goods sold out within 3 hours of listing in April. Like many star brands, CANOTWAIT_ there were not many categories at the beginning, and the dewu team co-established a project team with them, summarizing the directional guidance based on the support of big data, reversing the brand and "deep binding". Through this form of empowerment, the brand has developed five waves of new products for more than a year, and the frequency of sales is higher than that of many offline traditional platforms.
Chen Weiting showed off his outfit on the platform
Why are there so many "net red" domestic brands in recent years? The reason may be that the domestic manufacturing industry is already developed enough, and the mature supply chain system, complete manufacturing process, etc., have provided the necessary conditions for the rise of the brand. On this basis, the brand has more energy to invest in original design, process improvement, and explore brand positioning, innovative business models, and become more "impressive". For example, a large number of goods sold on the platform will have different names just because of the difference in color, and there are different stories and spiritual references behind the names. There are also shoes with more than 1,000 colors. These were unimaginable in the past.
The National Tide Design Competition held this year
It is this trend that continues to push us to delve into the consumption patterns of young people. Up to now, more than 80% of the users are "post-90s", and the ratio of men to women is 55:45. They have a relatively strong willingness and consumption ability, and have no longer paid too much attention to "big brands", but have more advocated the concept of "pleasing themselves" and strongly hope to meet their aesthetic preferences. And our "social e-commerce" attribute is relevant to the new needs of young people, allowing them to complete a "love cycle" in the process of "communication-purchase-re-exchange".
Everything we do is to hope that more users can "get beautiful things" through things, and we also hope that the platform can contribute to the formation of a strong domestic market and the construction of a new development pattern in China.
Authentication services on the platform
Column Editor-in-Chief: Zhang Yi Text Editor: Luan Yinzhi
Source: Author: Luan Yinzhi