At the beginning of 2020, "Poison" APP was rebranded as Dewu APP, but half a year later, Dewu APP did not realize the brand upgrade. Instead, it fell into the "counterfeiting" storm one after another. Consumers frequently complained about suspected counterfeiting. Counterfeit, unprofessional identification and other issues. Under the bullish pattern of e-commerce, many vertical e-commerce platforms have sprung up, but the overlord clauses and "wonderful" rules that have appeared openly on individual shopping APP platforms are worthy of vigilance.
Dewu WeChat applet
has not achieved the brand upgrade effect. The authenticity identification ability is questioned.
"Middle-aged people in stocks, young people in shoes" reveals a new trend behind the sentence. According to the report "Analysis of the Status Quo of Global and Chinese Sneakers Secondary Market and Market Prospects in 2019" released by iiMedia Consulting, the global sneaker market has shown a steady expansion trend since 2010. It is expected that by the end of 2019, its market size will reach At 168.47 billion U.S. dollars, in terms of sneaker sales, the total global sales of sneakers in 2019 reached 1.189.8 billion pairs, compared with 613.5 million pairs in 2010, an increase of 95%.
Pan Helin, Executive Dean of the Institute of Digital Economy, Zhongnan University of Economics and Law, pointed out that in recent years, with the increase in people’s income, the trend of consumption upgrades has become more prominent. They care more about body management and daily wear. Under this background, the sneaker economy has emerged and a huge market has been created. Z1z
's Dewu APP (formerly known as "Poison" APP), which focuses on sneaker identification services, is also very popular among young people. According to official website information, Dewu APP was launched by Shanghai Shizhuang Information Technology Co., Ltd. It is a comprehensive mobile Internet platform that integrates authentic sports fashion equipment trading, shoe fashion brand identification, and interactive picture community. It also launched "identify first, then ship "The shopping process, claimed to have pioneered the multiple identification mode on the issue of fake goods, successfully solved this problem.
At the beginning of 2020, the "Poison" APP has undergone a brand upgrade and renamed the "Dewu" APP. Regarding the reason for the name change, the Dewu official stated that in the user intention survey, many new users did not have a clear understanding of "Poison". The brand name is concise and has clear brand orientation.
's shopping process of "identify first, then ship", claiming to be the first to create a multi-identification model on the issue of fakes, and successfully solved this problem. With the brand upgrade of
, DEWU APP has formed "trend e-commerce + trend community" and other functional positioning, and continuously strengthened the image of "trend authentic online shopping platform". But from the current point of view, Dewu APP has not really achieved a brand upgrade. Instead, it has fallen into a "counterfeit sale" one after another. Consumers have frequently complained about suspected counterfeiting and unprofessional identification.
As of July 15th, there are 33,085 related content about Dewu APP on the Black Cat Complaint Platform, involving "poor product quality", "poor after-sales service", "fake", "unreliable identification service", and "difficult to return" Wait for the situation. The China Consumers Association (hereinafter referred to as "China Consumers Association") released the "618" Consumer Rights Protection Public Opinion Analysis Report" (hereinafter referred to as the "Report"). The "Report" mentioned the complaints of Dewu during the "618" period. Involved in the return of goods, the "identification fee" and quality defects were charged. According to the "Report", during the 20-day monitoring period from June 1 to June 20, a total of 8735 pieces of negative information about Dewu APP were collected, mainly involving counterfeit and shoddy, identification fees, coupons and other issues. On the Dewu APP, there are many buyers who question the unreliable "multiple identification" of
. An anonymous netizen complained that he bought a Burberry camera bag on the Dewu APP on June 17. After receiving the goods, he opened the box to check and found many flaws, which were far from the original. On June 21st, the netizen made a professional appraisal by "Yousheyipai" and was identified as a fake.
Some sellers also complained about the appraisal service of Dewu APP. On the black cat platform, there are consumers who question the successMultiple identification and "identification of the national team" are false propaganda. The supreme king of new york black clothes sold on May 17 passed the identification, but the same clothes of the same brand on June 7 could not be identified. The customer service will only fix the words If it fails to be detected, the reason will be pushed to the fact that the clothes do not have a tag or original packaging bag, thus questioning the ability of the appraiser of the property, and advertised the "identification national team" on the platform. The
reporter saw on the platform that the current appraisal service of Dewu APP mainly consists of two parts. One part is that the platform has signed a contract with millions of top-notch, trendy product appraisers with years of experience among third-party authentication service providers. The "identification laboratory" with trendy product research as the core guarantees the accuracy of identification through data collection, data comparison, file establishment, sample dismantling and instrument testing; the other part is to join hands with the "identification national team", and China Inspection Group Luxury The Product Appraisal Center reached a strategic cooperation to carry out long-term multi-form cooperation in the field of sneaker trendy product identification.
Trendy product transaction complaints continue. Community content "off the track" has caused controversy. In addition to the question of "counterfeiting", the appraisal fee is also a place where consumers are complaining. The reporter found that the details of the fees charged for transactions on the goods include technical service fees, which account for 5.0% of the commodity price; transfer fees, which account for 1.0% of the commodity price; also include inspection fees of 10 yuan, identification fees of 18 yuan, and packaging service fees. 10 yuan, a 939 yuan clothing platform charges nearly 95 yuan.
China Consumers Association also emphasized in the "Report" the consumption case where the size is incorrect and the return is charged for the "appraisal fee": On June 19, the netizen @徐同学max said: "(Dewu APP) There is no prompt on the purchase page It is said that the shoes will be smaller than regular shoes, and it is recommended to buy a text message that is one size larger. However, I found out that the size was not suitable. I negotiated with the customer service, but I always had to line up. After communication, the other party asked to compensate the platform for 89 yuan so-called shoe identification In response to the China Consumers Association,
Dewu APP stated that the platform only authenticates authentic products. The "identify first, then ship" transaction model created is the most significant difference from other e-commerce platforms. He also emphasized that "every product sent from our platform will undergo multiple rechecks, including the authenticity of the product, and the classification of defects, and then express the product to the buyer, and the buyer and seller will complete the transaction. If it is identified as non-genuine, the order will not be completed and the product will be returned to the seller.” Z1z
For the “identification fee” involved in the case, Dewu APP responded that it provided “inspection and identification of each product” during the commodity transaction process. Other quality control services reduce the risks in the transaction process for users, so the platform will charge a certain percentage of the service cost.
not only has constant complaints about trendy products, but its community positioning has also caused controversy due to the gradual "offset" of the content. After the brand upgrade, the Dewu APP tried to break through the positioning of the trendy shoe identification platform and create a more diverse and diverse community. When using the Dewu APP, the reporter found that at the bottom of the APP page, the first obvious label was "Dewu". That is, the entrance of the community communication section, you need to check the interest tag before using it, and then enter the community section. The community is mainly about dressing and sharing, but there are also many content that has nothing to do with fashion products, such as "long-legged beauties", selfies with hot bodies, etc. , And there are also vulgar ridicules in the comments.
The rise of vertical e-commerce should be more scientifically managed
As the new online economy is showing a booming trend, the market’s demand for quality testing and authenticity of consumer goods is also fast Growth. Data shows that by 2021, the global testing market is expected to exceed 200 billion U.S. dollars, of which the testing of apparel, footwear and hats accounted for 54%. The ambition of
does not stop at trendy product identification platforms and trends. Online shopping community. At the 2020 World Artificial Intelligence Conference held recently, Dewu announced that it will build a global supply chain center in Shanghai. Based on the artificial intelligence technology and Dewu APP’s years of accumulation in the field of trendy product identification and inspection, it will build Asia and the world The largest artificial intelligence identification scenario. In the future, when it develops to a certain stage, Dewu APP plans to establish a public testing service platform to improve testing accuracy and efficiency through artificial intelligence testing, and to extend the value chain of third-party testing with the help of intelligence to provide the first for decision-making in related industries. First-hand information has promoted the transformation and rise of the industry. Z1z
Pan Helin said that the trend e-commerce platform provides consumers withThe platform provides services to identify the authenticity of sneakers and solves the hidden worries of consumers. On the other hand, vertical e-commerce can provide suppliers with more comprehensive online sales channels and publicity channels, which can improve operating efficiency while reducing operating costs, especially It is for small and medium-sized sellers and individual sellers to destock at a lower cost. In the business activities of vertical e-commerce, suppliers have an inescapable direct responsibility for product quality. The existence of this intangible constraint makes vertical e-commerce more scientific management in terms of quality control.
In addition, the China Consumers Association also reminded in the "Report" that under the situation of long e-commerce, the overlord clauses and "wonderful" rules that openly appear on individual shopping APP platforms are worthy of vigilance. Whether it is a giant platform or a new online sales force, they must "dance" within the boundaries of the legal system and rules. Exotic rules and overlord clauses such as "returning shoes must pay an appraisal fee", revealing a disregard for laws and rules And ignorance. The ignorance of the "new" subjects, whether it is a case or a common behavior, should arouse the attention and vigilance of relevant parties.
[Reporter] Peng Ying
[Author] Peng Ying
[Source] Southern Press Media Group Southern + Client
