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球鞋生意经: 千万美元融资之下,nice的现实困境

????锌刻度记者:麦柯 编辑:罗世浩
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,近日,球鞋交易平台 nice官宣完成了数千万美元的D 轮融资,本轮融资由TPG软银合资基金和元璟资本共同领投,经纬中国和凡创资本跟投。不得不说,这是对中国球鞋经济崛起的,开拓男性和“95后”市场的一次成功尝试。但资本看好背后, 消费者不断攀升的投诉却透露出了模式的漏洞与本土化的高反。,
,从图片社交到潮流交易的进化论?,
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,在对nice平台贴上的一系列标签中,我们可以读到“年轻”与“垂直”这两个鲜明特征。而在日趋火爆的国内球鞋电商市场上,像nice、毒这样具有鲜明个性的平台,正在分割天猫、京东、拼多多等老牌电商的市场,形成了“球鞋二级市场”现象。,
,回顾nice平台的成长,可以清晰地划分为两个阶段,第一个阶段是图片社交,第二个便是球鞋电商。早在6年前,nice就从最初的KK购物转型为SNS,它的品牌滤镜由Kidulty操刀,以类似Instagram的方式在国内蹿红。成立不到一年,nice居然就完成了 3 轮超过6000 万美元融资。,
,投资人的青睐对于创业者来说是一种激励,但对于一个模式来说是一种选对路子的认可。从此,nice在图片社交的道路上高歌猛进。,
,2016年的nice就趁着C2C的雏形,在个人主页中添加了“我的好货”的入口,里面包含“我发布的”和“我的订单”。3年的用户积累与社区搭建,nice终于形成了B2C电商的试验田。在商业逻辑上,nice对于用户画像有深刻理解,在平台80%的用户是“90后”的前提下,如何将其晒出的流量(7亿+标签、10亿+关注)变现才是关键。,
,这个命题终于在2018年告破,nice蹭了球鞋二级市场的热度,迅速转型为“潮人社区+交易平台”,从战略上,这或许是对社交不利的放弃,但肯定是对细分领域的跟进。,
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,搬来的模式,本土化的高反,
,熟悉StockX模式的用户都会觉得nice有抄袭的嫌疑。从两个平台的模式来看这确实也是有理可循的。,
,StockX,它是一家美国以正品鉴定服务为核心价值的限量单品销售平台,商品品类包括限量奢侈品包袋、手表,潮流鞋款,街头服饰等。,
,该平台有四大特点:第一,价格透明,所有成交价都像股票一样有趋势图。第二,竞价机制,这也很像股票交易,买家高价待售(HIGHEST BID),卖家低价邀约(LOWEST ASK),在供求关系与平台效应的撮合下,行家交易相对直接,容易成交。第三,限量优惠。平台的价格优势在于,比起代购可以节省12%的电商税费和国际快递邮费。第四,正品确认。平台鉴定团队提供了保真度,绝仿品A货。盈利模式主要是平台通过从交易中抽佣完成盈利。,
,而对比StockX,nice做得更加垂直,就是球鞋竞价交易,其鉴定服务外包给了get。在转卖业务中,nice的收费标准是:现货商品收取定价的4%;预售商品收取定价的8%。nice 还保留了二手转卖的业务。在其创始人周首眼中,换赛道固然重要,但把握差异化需求才是王道。他认为,nice在需求安利种草与交易模式创新方面,形成了一套行之有效的链路。,
,其中,球鞋鉴定这个nice大推特推的招牌,其专业度、可信度成为了被用户诟病的焦点。前面介绍了nice的鉴定是外包给了get,同时再加上毒、识货、BAN、Yoho等,构成了国内的鉴定圈现状。在以黑猫为首的各大投诉平台上关于售假问题、违约赔付问题的大型翻车现场屡见不鲜,这一切根源主要还是那些自诩的鉴定师水准参差不齐,鉴定标准不统一,人为介入因素太多等。大多数平台过验都是拼图过验,很少存在裸鞋过验。,
,其实,有公信力的鉴定师,跟很多行业一样都遵守2万小时定律,如果没有大数据的经验积累,很难做到不打脸不翻车。,
,对于平台来说,虽然没有售假的故意,因为赚取的是手续费,所以口碑是金。但是,当出货量大、鉴定师不足时,很可能出现纰漏。所以,亟待解决的问题就是,平台如何在发现失误后尽快给用户反馈,建立友善高效的沟通机制,并且兑现正品承诺,比如假一赔三,迅速赔付到位。这方面,无论是客服素质、沟通技能、承诺落实等方面,各平台多多少少都存在问题。,
,球鞋二级市场上的同赛道厮杀,
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,据Euromonitor数据显示,全球运动鞋服销售规模已从2010年的1943.7亿美元增长至2017年的3001.5亿美元,其间同比增速均在5%以上。,
,也正是瞄准了国内市场的这一需求激增,在这条赛道上,有越来越多的同行,在共同做大一块本以垂直却还在细分的蛋糕。虽然没有官方统计数据,但是业内人士透露,从虎扑脱胎的毒,市场占有率应该最高。2018年的数据显示,毒的月度GMV已经逼近2亿元人民币;2019年,全年GMV预计逼近60亿~70亿元,2019年3月,毒的MAU超过140万。除了毒、nice、get这些头部玩家,还有UFO、YOHO!斗牛DoNew等等纷纷进场。其中,UFO在上线首日交易额破百万;斗牛4月的GMV逼近5000万元。,
,球鞋二级市场的火爆,也让资本跃跃欲试。就在nice拿到第四轮融资的两个月前,毒刚刚宣布完成了新一轮的融资,虽然未透露具体金额,但据悉,毒的估值已超10亿美元。显然,考虑到背后“95后”等新消费潮流正在登场,这还仅仅是个开始。,
,好生意背后的现实焦虑,
,然而,我们也必须面对一个现实,那就是供需关系的严重不平衡催生了球鞋转卖平台的诞生。像耐克、阿迪这样的品牌,其实每年分配给中国市场的货量极少,比如上新一百双鞋,最终进入中国市场的数量只有几双。这种配给的稀缺性与国内巨大的市场需求,最终催生了球鞋二级市场。但是,在厂商纷纷跑马圈地的时候,行业规范与服务水平都呈现出部分真空状态,容易引发各种纠纷甚至上升到法律层面。,
,首先,鉴定问题。由于名牌限量款球鞋价格不菲,因此保真是消费者的基本诉求,这方面如果鉴定师没有把好关,平台就可能沦为假货流通的渠道,最终引发信任危机。以莆田系鞋子为例,其顶级版本鞋子做工精致,从外观材料根本无法辨识,很多鉴定师也只能依靠防盗扣、鞋标批次等辅助办法验证。试想,如果某平台鉴定师通过图,一天要看成百双鞋子,他会不会出错。解决方案是尽快建立鉴定师公会,拟定行业鉴定标准与规则,提供专业的鉴定师培训,增加AI辅助鉴定,鉴定书与品牌方建立相容机制等。,
,其次,服务问题。平台应对客服服务设定标准并严格执行,必要时引入AI助理与人工形成互补,建立友善高效的沟通机制,积极贯彻类似假一赔三等及时赔付的保障条款,这样可能会缓解消费者与平台的信任危机,强化责任意识,避免诉讼争端,逐步探索行业自律公约可行空间。,
,第三,规模问题。对于像nice这样的平台,在初步做出品牌效应之后,需要考虑在稳固消费体验的前提下进行品类及规模的扩张。长时间的止步不前,不能满足用户的新消费需求,或者做不到潮流引向,纯靠交易抽成吃老本续命也不可能是长久之计。,
,球鞋交易在这个个性、张扬、时尚的时代的确是门好生意,因此未来一段时间内应该不会缺少风口,但是怎么才能把握住,还只抱着蹭热点的心态并不是一个好的策略。靠蹭上球鞋这个潮流热点的nice,应该多思考一下了。

xin ke du ji zhe: mai ke bian ji: luo shi hao,,, jin ri, qiu xie jiao yi ping tai nice guan xuan wan cheng le shu qian wan mei yuan de D lun rong zi, ben lun rong zi you TPG ruan yin he zi ji jin he yuan jing zi ben gong tong ling tou, jing wei zhong guo he fan chuang zi ben gen tou. bu de bu shuo, zhe shi dui zhong guo qiu xie jing ji jue qi de, kai tuo nan xing he" 95 hou" shi chang de yi ci cheng gong chang shi. dan zi ben kan hao bei hou, xiao fei zhe bu duan pan sheng de tou su que tou lou chu le mo shi de lou dong yu ben tu hua de gao fan.,, cong tu pian she jiao dao chao liu jiao yi de jin hua lun,,,,,, zai dui nice ping tai tie shang de yi xi lie biao qian zhong, wo men ke yi du dao" nian qing" yu" chui zhi" zhe liang ge xian ming te zheng. er zai ri qu huo bao de guo nei qiu xie dian shang shi chang shang, xiang nice du zhe yang ju you xian ming ge xing de ping tai, zheng zai fen ge tian mao jing dong pin duo duo deng lao pai dian shang de shi chang, xing cheng le" qiu xie er ji shi chang" xian xiang.,, hui gu nice ping tai de cheng zhang, ke yi qing xi di hua fen wei liang ge jie duan, di yi ge jie duan shi tu pian she jiao, di er ge bian shi qiu xie dian shang. zao zai 6 nian qian, nice jiu cong zui chu de KK gou wu zhuan xing wei SNS, ta de pin pai lv jing you Kidulty cao dao, yi lei si Instagram de fang shi zai guo nei cuan hong. cheng li bu dao yi nian, nice ju ran jiu wan cheng le 3 lun chao guo 6000 wan mei yuan rong zi.,, tou zi ren de qing lai dui yu chuang ye zhe lai shuo shi yi zhong ji li, dan dui yu yi ge mo shi lai shuo shi yi zhong xuan dui lu zi de ren ke. cong ci, nice zai tu pian she jiao de dao lu shang gao ge meng jin.,, 2016 nian de nice jiu chen zhe C2C de chu xing, zai ge ren zhu ye zhong tian jia le" wo de hao huo" de ru kou, li mian bao han" wo fa bu de" he" wo de ding dan". 3 nian de yong hu ji lei yu she qu da jian, nice zhong yu xing cheng le B2C dian shang de shi yan tian. zai shang ye luo ji shang, nice dui yu yong hu hua xiang you shen ke li jie, zai ping tai 80 de yong hu shi" 90 hou" de qian ti xia, ru he jiang qi shai chu de liu liang 7 yi biao qian 10 yi guan zhu bian xian cai shi guan jian.,, zhe ge ming ti zhong yu zai 2018 nian gao po, nice ceng le qiu xie er ji shi chang de re du, xun su zhuan xing wei" chao ren she qu jiao yi ping tai", cong zhan lue shang, zhe huo xu shi dui she jiao bu li de fang qi, dan ken ding shi dui xi fen ling yu de gen jin.,,, ban lai de mo shi, ben tu hua de gao fan,, shu xi StockX mo shi de yong hu dou hui jue de nice you chao xi de xian yi. cong liang ge ping tai de mo shi lai kan zhe que shi ye shi you li ke xun de.,, StockX, ta shi yi jia mei guo yi zheng pin jian ding fu wu wei he xin jia zhi de xian liang dan pin xiao shou ping tai, shang pin pin lei bao kuo xian liang she chi pin bao dai shou biao, chao liu xie kuan, jie tou fu shi deng.,, gai ping tai you si da te dian: di yi, jia ge tou ming, suo you cheng jiao jia dou xiang gu piao yi yang you qu shi tu. di er, jing jia ji zhi, zhe ye hen xiang gu piao jiao yi, mai jia gao jia dai shou HIGHEST BID, mai jia di jia yao yue LOWEST ASK, zai gong qiu guan xi yu ping tai xiao ying de cuo he xia, hang jia jiao yi xiang dui zhi jie, rong yi cheng jiao. di san, xian liang you hui. ping tai de jia ge you shi zai yu, bi qi dai gou ke yi jie sheng 12 de dian shang shui fei he guo ji kuai di you fei. di si, zheng pin que ren. ping tai jian ding tuan dui ti gong le bao zhen du, jue fang pin A huo. ying li mo shi zhu yao shi ping tai tong guo cong jiao yi zhong chou yong wan cheng ying li.,, er dui bi StockX, nice zuo de geng jia chui zhi, jiu shi qiu xie jing jia jiao yi, qi jian ding fu wu wai bao gei le get. zai zhuan mai ye wu zhong, nice de shou fei biao zhun shi: xian huo shang pin shou qu ding jia de 4 yu shou shang pin shou qu ding jia de 8. nice hai bao liu le er shou zhuan mai de ye wu. zai qi chuang shi ren zhou shou yan zhong, huan sai dao gu ran zhong yao, dan ba wo cha yi hua xu qiu cai shi wang dao. ta ren wei, nice zai xu qiu an li zhong cao yu jiao yi mo shi chuang xin fang mian, xing cheng le yi tao xing zhi you xiao de lian lu.,, qi zhong, qiu xie jian ding zhe ge nice da tui te tui de zhao pai, qi zhuan ye du ke xin du cheng wei le bei yong hu gou bing de jiao dian. qian mian jie shao le nice de jian ding shi wai bao gei le get, tong shi zai jia shang du shi huo BAN Yoho deng, gou cheng le guo nei de jian ding quan xian zhuang. zai yi hei mao wei shou de ge da tou su ping tai shang guan yu shou jia wen ti wei yue pei fu wen ti de da xing fan che xian chang lv jian bu xian, zhe yi qie gen yuan zhu yao hai shi nei xie zi xu de jian ding shi shui zhun cen ci bu qi, jian ding biao zhun bu tong yi, ren wei jie ru yin su tai duo deng. da duo shu ping tai guo yan dou shi pin tu guo yan, hen shao cun zai luo xie guo yan.,, qi shi, you gong xin li de jian ding shi, gen hen duo hang ye yi yang dou zun shou 2 wan xiao shi ding lv, ru guo mei you da shu ju de jing yan ji lei, hen nan zuo dao bu da lian bu fan che.,, dui yu ping tai lai shuo, sui ran mei you shou jia de gu yi, yin wei zhuan qu de shi shou xu fei, suo yi kou bei shi jin. dan shi, dang chu huo liang da jian ding shi bu zu shi, hen ke neng chu xian pi lou. suo yi, ji dai jie jue de wen ti jiu shi, ping tai ru he zai fa xian shi wu hou jin kuai gei yong hu fan kui, jian li you shan gao xiao de gou tong ji zhi, bing qie dui xian zheng pin cheng nuo, bi ru jia yi pei san, xun su pei fu dao wei. zhe fang mian, wu lun shi ke fu su zhi gou tong ji neng cheng nuo luo shi deng fang mian, ge ping tai duo duo shao shao dou cun zai wen ti.,, qiu xie er ji shi chang shang de tong sai dao si sha,,,,,, ju Euromonitor shu ju xian shi, quan qiu yun dong xie fu xiao shou gui mo yi cong 2010 nian de 1943. 7 yi mei yuan zeng chang zhi 2017 nian de 3001. 5 yi mei yuan, qi jian tong bi zeng su jun zai 5 yi shang.,, ye zheng shi miao zhun le guo nei shi chang de zhe yi xu qiu ji zeng, zai zhe tiao sai dao shang, you yue lai yue duo de tong hang, zai gong tong zuo da yi kuai ben yi chui zhi que hai zai xi fen de dan gao. sui ran mei you guan fang tong ji shu ju, dan shi ye nei ren shi tou lu, cong hu pu tuo tai de du, shi chang zhan you lv ying gai zui gao. 2018 nian de shu ju xian shi, du de yue du GMV yi jing bi jin 2 yi yuan ren min bi 2019 nian, quan nian GMV yu ji bi jin 60 yi 70 yi yuan, 2019 nian 3 yue, du de MAU chao guo 140 wan. chu le du nice get zhei xie tou bu wan jia, hai you UFO YOHO! dou niu DoNew deng deng fen fen jin chang. qi zhong, UFO zai shang xian shou ri jiao yi e po bai wan dou niu 4 yue de GMV bi jin 5000 wan yuan.,, qiu xie er ji shi chang de huo bao, ye rang zi ben yue yue yu shi. jiu zai nice na dao di si lun rong zi de liang ge yue qian, du gang gang xuan bu wan cheng le xin yi lun de rong zi, sui ran wei tou lu ju ti jin e, dan ju xi, du de gu zhi yi chao 10 yi mei yuan. xian ran, kao lv dao bei hou" 95 hou" deng xin xiao fei chao liu zheng zai deng chang, zhe hai jin jin shi ge kai shi.,, hao sheng yi bei hou de xian shi jiao lv,, ran er, wo men ye bi xu mian dui yi ge xian shi, na jiu shi gong xu guan xi de yan zhong bu ping heng cui sheng le qiu xie zhuan mai ping tai de dan sheng. xiang nai ke a di zhe yang de pin pai, qi shi mei nian fen pei ji zhong guo shi chang de huo liang ji shao, bi ru shang xin yi bai shuang xie, zui zhong jin ru zhong guo shi chang de shu liang zhi you ji shuang. zhe zhong pei ji de xi que xing yu guo nei ju da de shi chang xu qiu, zui zhong cui sheng le qiu xie er ji shi chang. dan shi, zai chang shang fen fen pao ma juan di de shi hou, hang ye gui fan yu fu wu shui ping dou cheng xian chu bu fen zhen kong zhuang tai, rong yi yin fa ge zhong jiu fen shen zhi shang sheng dao fa lv ceng mian.,, shou xian, jian ding wen ti. you yu ming pai xian liang kuan qiu xie jia ge bu fei, yin ci bao zhen shi xiao fei zhe de ji ben su qiu, zhe fang mian ru guo jian ding shi mei you ba hao guan, ping tai jiu ke neng lun wei jia huo liu tong de qu dao, zui zhong yin fa xin ren wei ji. yi pu tian xi xie zi wei li, qi ding ji ban ben xie zi zuo gong jing zhi, cong wai guan cai liao gen ben wu fa bian shi, hen duo jian ding shi ye zhi neng yi kao fang dao kou xie biao pi ci deng fu zhu ban fa yan zheng. shi xiang, ru guo mou ping tai jian ding shi tong guo tu, yi tian yao kan cheng bai shuang xie zi, ta hui bu hui chu cuo. jie jue fang an shi jin kuai jian li jian ding shi gong hui, ni ding hang ye jian ding biao zhun yu gui ze, ti gong zhuan ye de jian ding shi pei xun, zeng jia AI fu zhu jian ding, jian ding shu yu pin pai fang jian li xiang rong ji zhi deng.,, qi ci, fu wu wen ti. ping tai ying dui ke fu fu wu she ding biao zhun bing yan ge zhi xing, bi yao shi yin ru AI zhu li yu ren gong xing cheng hu bu, jian li you shan gao xiao de gou tong ji zhi, ji ji guan che lei si jia yi pei san deng ji shi pei fu de bao zhang tiao kuan, zhe yang ke neng hui huan jie xiao fei zhe yu ping tai de xin ren wei ji, qiang hua ze ren yi shi, bi mian su song zheng duan, zhu bu tan suo hang ye zi lv gong yue ke xing kong jian.,, di san, gui mo wen ti. dui yu xiang nice zhe yang de ping tai, zai chu bu zuo chu pin pai xiao ying zhi hou, xu yao kao lv zai wen gu xiao fei ti yan de qian ti xia jin xing pin lei ji gui mo de kuo zhang. zhang shi jian de zhi bu bu qian, bu neng man zu yong hu de xin xiao fei xu qiu, huo zhe zuo bu dao chao liu yin xiang, chun kao jiao yi chou cheng chi lao ben xu ming ye bu ke neng shi chang jiu zhi ji.,, qiu xie jiao yi zai zhe ge ge xing zhang yang shi shang de shi dai di que shi men hao sheng yi, yin ci wei lai yi duan shi jian nei ying gai bu hui que shao feng kou, dan shi zen me cai neng ba wo zhu, hai zhi bao zhe ceng re dian de xin tai bing bu shi yi ge hao de ce lue. kao ceng shang qiu xie zhe ge chao liu re dian de nice, ying gai duo si kao yi xia le.

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4? ????? ??? ?? 7? ??? ????? ???? 5.9% ?? ????. ??? ????? 15.4% (144.8??)? ????. ????? ??? ?? ????? ???? 18.3% ??? 40??, ??? ????? 30.6%??? 20.6?? ????.

??? ????? 7? ???? 19.2% ??? 2新学期第一课五星红旗_蜘蛛资讯网7.4????, ?? ??? ???? 20.1% ??? ????? ????? ?? ???? ???? ???. ??? ???? ????, ???? ??(??), ?? ?? ??? ???? ?? ?? ??? ?? ??? ???. ?? ?支持安卓10的设备_蜘蛛资讯网? ????? ??? ???? ??? 26.5% ??? 51.9??? ????.

?? ??? ?? ????? ?? ??? ?? ??? ????. ??? ???? ?? ??? ????? ???? ??? ??? ?? ??? ?? ??? ?????. ??? 7? ??? ?? ?? ??? ???? ??? ????.

?? ????? ?? ?? ???? ???? ???? ?? ???? ?? ??? ?? ???? ?原油09期货_蜘蛛资讯网?? ?? ????? ?? ??? ????? ?? ???? ?? ??. ??? ???? ???? “?? ???? ? ???? ??? ???? ?? ???”?? “??? ??? ?? ?? ????? ??? ?????? 2011?? ??, ??? ? ?? ? ?? ??? ?? ???”? ????.

?? “?? ????? ??? ?? ??? ??? ???, ?????? ???? ??? ?? ?? ??? ????, ??? ?? ? ??? ?? ??? ? ?? ????? ??? ??”? ????.

????? 明日方舟ofex2低配_蜘蛛资讯网8?? ??? ????? ???? 30.6% ?????, ?? ????? 18.3% ????. ????? ?? ????? ???? 10.1%??? 24.5??, ??? ????? 12.5% ??? 10.1??? ????. ?? ?? ?????? ???? ??? ??? ???? ?? ????? ?? ??? ??? 小丑夺得金狮奖_蜘蛛资讯网????.

??? ?? ??? ??? ?? ??? ??? ???? ????. ??? DB???????? “?? ?? ?? ??? ???? ??? ?? ?? ????? ????”? “?? ?? ???? ?? ??? 3???? ??? ??? ?? ?”??? ????.

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