After wandering around between Alibaba and Tencent, the number one Internet company in China finally fell on Tencent. According to the current stock price, Tencent's market value is nearly 2 billion dollars higher than Alibaba's. It stands to reason that Tencent, which is in the limelight, has no immediate worries, but e-commerce is Tencent's "giant pain". From Paipai.com, QQ Mall, QQ online shopping to Yixun.com, Tencent e-commerce has experienced many failures.
If a startup company fails, it can only be completely closed down. However, after the failure of a giant company, it can make a comeback, and it is no longer possible to invest money or people to try.
recently, Tencent company once again tested water e-commerce and put it on the trend community "wow" to get the bid, nice. Users can view the popular content and information in the trend circle in the App, and at the same time, they can publish pictures and videos in the trend community to share their own fashion products and wear them. Users can shop or sell them on the "Wo" App, and the platform provides strict identification and quality inspection services.
there is a huge space for e-commerce in China. According to the data of the National Bureau of Statistics, in 22, the online retail sales of physical goods nationwide reached 9,759 billion yuan, up by 14.8%, accounting for 24.9% of the total retail sales of social consumer goods. By December 22, the number of online shopping users in China reached 782 million, accounting for 79.1% of the total netizens.
However, the head effect of e-commerce is also very obvious. Alibaba, JD.COM, Pinduoduo, Suning.cn and other platforms firmly occupy the head position in the e-commerce industry, while the living space of other small and medium-sized e-commerce companies is very small. Besides the advantages of user scale, the head e-commerce has far exceeded the small and medium-sized e-commerce platforms in terms of supply chain, payment, logistics, after-sales and credit system. In addition to several giants, can Tencent succeed in testing water e-commerce this time?
ooh, what is it?
When it comes to "trendy community", you may be unfamiliar, but when it comes to "trendy shoes", most young people will understand it in seconds. In recent years, like blind box, blind box, Hanfu, etc., tide shoes have become a very distinctive cultural symbol among young people. Compared with the post-8 s and post-7 s, the post-95 s and post- s face less economic pressure, while the disposable income is much more than that of the previous generation when they were young. Therefore, they are more willing to express their attitude towards life with some figurative items, such as tide shoes, blind box, second yuan and post-7 s.
The tide shoe culture has not been popular in China for a long time. Its "out of the box" is because, from "tide shoes" to "fried shoes", a tide shoe of 2, yuan in Shuang Yi may reach 4, to 5, yuan after several changes of hands, and some tide shoes may even be fried to 1, yuan. For ordinary people, isn't it just a pair of sports shoes? Even adidas and Nike, which may be bought normally, cost about 1, yuan. How did the price suddenly double after they made a joint name with XXX?
The curiosity of the outside world about the shoes has attracted more people's attention to the shoes market. It turns out that "everything can be fried" is true, and shoes can still be fried.
With the tide shoe culture, there is also a developed domestic application software market.
In 215, Tiger Pufu, known as the "gathering place for straight men", took the lead in feeling the explosion of tide shoes and launched the "poison" App. On April 3, 218, the photo social application nice was revised as "the most important update of nice since its establishment", and the product slogan changed from a short video dating platform to a "trend to see me".
After poison and nice, more and more tide shoe softwares began to emerge, such as bullfighting, chek, tide SNAKE, UFO, get and so on.
The Report on the Analysis of the Present Situation and Market Prospect of the Secondary Shoe Market in the World and China in 219 published by Ai Media shows that the global second-hand sneaker market has reached 6 billion US dollars in 219, among which the resale market in China has exceeded 1 billion US dollars. In the first half of 219, the financing of three tide shoe trading platforms, "Poison APP", "nice" and "Knowing Goods", exceeded 1 billion yuan.
Both the user market and the capital market have proved the commercial value of tide shoes. At the beginning of 22, the "Poison" App changed its name to "Dewu", and in addition to the tide shoes, Dewu expanded into many categories such as clothing, watches, beauty, and home. Tide shoes are just one of the hobbies of this group of young people. Besides their hobbies, they highlight their interests in other categories. After the expansion of the category, they did not cause users' resentment. On the contrary, they kept this group of users firmly on the App through category expansion.
the launch time of "Wow" was a little late. According to the data of Qimai, the iOS version of "Wow" was launched on January 15, 212, and the information of App Bao showed that the Android version of "Wow" was launched on January 29, 212. The primary version of slogan is "Tencent's trendy cultural community". In the latest version, the word "Tencent" has been removed and changed to "the trendy cultural community for young people".
in the category of "wow" products, including sneakers, running shoes, casual shoes, trendy clothes and trendy play, users can post the trend of pictures/videos in the community. According to the observation in Claire Kuo's internet circle, the price of a Nike LeBron 15XV EP“Equality "black shoe is 12,999 yuan, but most of them are in the state of" available for purchase ",and only 43 yards are in the state of sale; A MIKKI Shimoda Miki (large) costs 27, yuan. The "Wow" App also sells products owned by Tencent QQ family. A BE@RBRICK co-branded building block Bear Doll is sold at 4%+1% for 1989 yuan. Of course, there are also shoes of several hundred yuan and one thousand yuan on the "Wow" APP.
as far as the commodity price is concerned, the price of "wow" is much cheaper than that of the goods. The price of the last Kobe6 shoe was 99,999 yuan, and the price of the Vlone Nike Air Force 1 shoe was 89,999 yuan.
In terms of product form, "Wo" is very similar to nice and Dewu. Both of them focus on trendy shoes and trendy users in the community, and have a complete closed-loop product transaction. Users can either shop on the official platform or buy trendy shoes released by others.
can Tencent succeed this time?
Although the outside world doesn't understand how to buy a "sports shoe" for several thousand yuan or even ten thousand yuan, the trendy shoes and trend market in the whole China market has grown up. Looking at the whole sports shoes market, the total market size of sports shoes in China increased by 23 percentage points in 218, with sales of 42.3 billion yuan. The proportion of tide shoes in sports shoes is not high. In addition, tide shoes represent a kind of personality pursuit, and they are also played by young people in clothing collocation. Therefore, the tide shoes market will not be limited by external prejudice.
from the expansion of tide shoes to clothing, watches, beauty cosmetics and other categories, the whole trend market has more commercial space. However, the large industry space does not mean that "wow" will definitely succeed. The future of "Wow" depends on several points:
First, whether it represents Tencent's determination to be an e-commerce or just an App that represents an innovative business line. According to the observation of Claire Kuo's internet circle, the word "Tencent" was cancelled in the later version of "Wow" App, to some extent, in the hope that "Wow" could grow and develop on its own, and if it failed, the outside world would not be linked with Tencent.
and it's not difficult to make an e-commerce product just by "ooh" yourself. According to the observation of internet circle in Claire Kuo, the download volume of "Wow" App in the App Store is only 411 times, and users can only find it in the life and entertainment section of Tencent channel, but the search for "Wow" app in the App Store has no result yet.
second, the attractiveness of products to upstream businesses and the platform's ability to control rules. Nice and Dewu have been operating the shoe market for two or three years. The shoe market looks easy and has a huge prospect, but it is very difficult to make a complete set of business rules.
in may, 219, a second-hand goods trading platform was launched "chek App". on the first day of chek's launch, the GMV exceeded one million. however, chek App has been offline in the whole network since the end of 22, and "chek" cannot be found in the App Store, Huawei application market and application treasure.
traffic and marketing alone can't make a trendy community App. Nice, what you get depends on the attraction to upstream businesses and the platform's ability to control the rules.
The popularity of tide shoes is related to its scarcity. If a shoe becomes a "rotten street" commodity, it is difficult to have a higher commodity premium. Therefore, most tide shoes will consciously/unconsciously publicize the product limit, making this product a scarce commodity. The scarcer the product, the greater the space for premium in the future.
So, for users, which platform can provide the products she wants to buy, such as Air Jodran, coconut and other explosions, and the platform that can buy genuine products will naturally be sought after by users, which will test the appeal of "Wow" to upstream merchants. Are merchants willing to cooperate with it?
availability is one thing, and the ability to control the goods is a very important factor. Nice, in addition to the official sales of trendy shoes, users can also buy from others, and the platform will provide identification function. In this process, bugs are likely to appear. Can "wow" ensure that all the goods bought by each user on the platform are genuine? There is a great need for strength behind this.
At present, almost all the trendy shoes apps will encounter problems such as the proliferation of counterfeit goods, inaccurate identification, high service charges for returning goods, difficulties in after-sales and false delivery. It is very difficult to achieve super-complete quality control. "Wow" is bound to encounter similar problems in the future, depending on how it is solved.
Looking back at Tencent's e-commerce, "Wow" is more like a product from an innovative business line, rather than the rhythm that Tencent wants to do a big job in the e-commerce field.
as far as the e-commerce market in China is concerned, the positions of Alibaba, JD.COM, Pinduoduo, Suning.cn and other head e-commerce companies are hard to be shaken. nice and Dewu themselves are subdividing vertical markets, and even after the category is expanded, they will not have a strong impact on the former.
On the other hand, in terms of trendy shoes, trendy play and other categories, Tmall, JD.COM, Pinduoduo and Suning.cn are obviously paying more attention to this market. The advantage of nice and Get Things is that there are more innovations in more vertical fields, such as combining with the community to form precipitation, while the advantage of e-commerce giants lies in the scale of users. Their annual active users exceed 4 million, which is very attractive to upstream businesses. Although users may be in nice,
Tide shoes are another "new world" for tide play, and second-hand goods are traded, that is, the mutual circulation of tide shoes. If most people hear that shoes are worn by others, they will basically turn around and leave, but the advantage of tide shoes is that many users may only wear them once or twice, and the scarcity of goods will make others ignore the point that others wear them. They are concerned about the trend itself, and some people may just collect them even if they buy them themselves. At this time, shoes become a cultural fit, not an item for walking.
does vertical e-commerce have a future in China? From the perspective of maternal and child, digital and other industries in the past, vertical e-commerce is bound to encounter the impact of giants in the future, either being acquired or being defeated by the other party with comprehensive potential. At present, nice and material acquisition are full of energy, but it is hard to say whether it can go further in the future.
everyone wants to be a platform, but not everyone can be a platform. It is still the core business line of the company that tests the giants of science and technology. "The pain of giants" is actually not that important.