Dewu second-hand anti-counterfeit e-commerce app in China

Dewu app (Poison): The anti-counterfeiting resale app where you can buy a Ferrari

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What is the Dewu app?

Dewu, also known as Poison, is an online shopping app launched by Shanghai Shizhuang Information Technology Co., Ltd. Based on the traditional e-commerce model, the Chinese e-commerce platform has services for authenticating and inspecting products to combat counterfeits. It also has strict authenticity-checking measures for product listings, trading mechanism and unified delivery.

Dewu’s unique selling point is the “identify first, ship later” shopping process. The product categories cover trendy shoes, fashion, watches, accessories, games, digital and home appliances, beauty, automobiles and more.  At the same time, as a trendy lifestyle community for young people, Dewu is becoming a trend indicator and voice for young users by continuously accumulating fashion content. Users can also discuss their purchase with other users and share impressions. For example, the app has a particularly strong community of sneaker lovers who discuss the latest releases on the app.

Users reviews for sneakers

Source: Dewu, Users reviews for sneakers

In 2019, the total turnover of the Dewu platform reached 7 billion yuan, of which sneakers account for the largest part. This app almost monopolized the domestic second-hand sneaker market.

The same year, the app reached 47 million accumulative products’ identifications. In 2020 the amount of the identifications increased significantly and has exceeded 60 million with around 40 million monthly active users.

The boom of Dewu app happened in the end of 2020/the beginning of 2021

Source: Baidu Index, The boom of Dewu app happened in the end of 2020/the beginning of 2021

An interesting fact is that in addition to clothing brands, this application has a wide variety of assortments. Here you can find such luxury brands as Porsche, Maserati, Ferrari and Audi.

Cars section on Dewu, users can buy luxury and sports cars through the app

Source: Dewu, Cars section, users can buy luxury and sports cars through the app

Chinese male millennials and Gen-Z are the key users of Dewu

Dewu has gathered a large number of young consumers. More than 75% are those who are post-90s generation. These young people are the main force of online consumption and the guide of the future development of the new online economy. They show strong personal characteristics in consumption. Not only are they willing to try new things, they are more willing to exchange consumer experience with their peers, and pursue a pleasant consumer experience. Explicit e-commerce attributes have also become one of the driving forces for their decision-making. In the Dewu community, content discussions focused on hot topics that young people pay attention to, such as sneakers and street fashion in China,  and cars.

Dewu users by age

Data Source: iResearch, Dewu users by age

Compared with traditional e-commerce, Dewu helps young users understand, acquire, and communicate various things that make them happy through the “community + e-commerce” dual business model.

The advantages of the Dewu platform

Dewu has several advantages that attract top brands to cooperate with the platform. They include:

  • Enterprise exclusive rate discount (Lower cost and faster shipment)
  • Operation service (New product launches, operation guidance, marketing activities, community promotions)
  • Exclusive merchant customer service (Efficient response, fast payment)
  • Easy interface (high-speed operation)

How to become a seller at Dewu app

The registration process for sellers is not very different from other e-commerce platforms in China. It includes several steps.

  1. Register and log in
    • Register the personal user account for the platform
    • Set account password
    • Enter the merchant entry page, click “I want to enter”, and view the entry instructions
  2. Fill in the information
    • Fill in the company and brand information and submit the qualifications
    • Confirm that the information is correct and submit it for review
  3. Waiting review
    • You will get a feedback within 7 working days
    • Check the review progress, modify it in time or go to the next step
    • Confirm the merchant’s entry agreement
  4. Pay the deposit
    • Go to merchant login backstage
    • Make an online deposit payment or upload bank payment information

Dewu’s business model: Scientific research and many-levels of identification

Identify first, then ship

Based on the traditional e-commerce model, Dewu also has services for authenticating and checking defects. Based on this, it is ensured that before the user receives the product purchased in Dewu, it has passed the “levels of checkpoints” in the multiple identification and inspection processes. The entire inspection and identification provide users with the authenticity guarantee.  

Multiple inspection procedures

The multiple identification modes of Dewu control every product sold on the platform in an all-round way. Before each product is shipped to the buyer, the professionals of Dewu will conduct multiple identifications of the product (in case of counterfeits) and check the products for defects. After grading inspection and confirmation with the buyer, the product will be shipped to the buyer.

Building an “Identification Laboratory”

In order to do a good job in the identification and inspection of each product, Dewu has invested a lot of manpower and material resources offline. For many years they were building an identification system with equal emphasis on personnel, hardware and technology. Dewu not only has a large number of front-line operators, but also a professional scientific research team to conduct experimental level analysis and testing. For the trendy products sold on the platform, Dewu has established detailed identification files one by one. With the rapid growth of user transactions, Dewu has handled almost all the trendy items on the market, and updated the identification methods.

Strategic cooperation with national institutions

Dewu has reached a strategic cooperation with the China Inspection Luxury Center and Shenzhen Quality Inspection Research Institute to carry out long-term multi-form research in the field of sneakers identification. They also work together on identifying industry norms and standardization, and creation a consumer-oriented market environment.

In August 2020, Dewu and China Quality Inspection Association released the “General Requirements and Judgment Method for Sports Shoes”. This is the first footwear identification standard in China. It provides normative guidelines for identification services.

Anti-counterfeiting upgrade

Every product that passes the authentication will be equipped with an official authentication certificate and an “anti-counterfeiting set” composed of anti-counterfeiting buckles, packaging boxes and brand tape. The products get the unique digital ID together with the authentication certificate. It makes it convenient for users to verify product information.

Platform features: Promoting luxury brands and Chinese designers

Dewu App is the preferred platform for many top-tier and trendy brands

New Balance, Casio, Champion, Huawei, Dyson, Beats and other international first-line brands have their accounts on Dewu. In 2020, LV x Nigo co-branded to create clothing line; Hermès introduced holiday series cardigan; Dior x Air Jordan 1 co-branded to create sneakers; FENDI Qixi collection boomed in the fashion world; Nike SB Dunk made ice cream sneakers; Lego x Lamborghini co-branded to create toys. All those products users were able fine on Dewu.

Luxury brands sold on the platform

Source: Dewu, Luxury brands sold on the platform

Dewu app is a popular place for domestic brands

In April 2020, William Chan brought his master fashion brand CANOTWAIT_ into Dewu, and made the exclusive global debut of new brand products. All related products were sold out within 3 hours. In September 2020, the brand BORN TO LOVE was first launched on the platform, and the products were sold out within 1 second after launch. William Chan is one of many Chinese celebrities to launch their own products on the platform.

Dewu is the promoter of Guochao culture

In May 2020, Dewu held the Guochao Design Competition to build an incubation platform for Guochao brand owners in China. The event was helping Guochao cultural and creative enterprises to improve their ability in original content production, design and business model innovation. Guochao brands GUKA, PSO, FYP have transformed their design works into more than ten products, and launched them on Dewu.  

Chinese designers on Dewu

Source: Dewu, Chinese designers on Dewu

On September 2020, the Hanfu brand Li officially entered the platform, providing more than 20 popular and scarce Hanfu models. The move aims to assess the consumer potential of Chinese Gen Z consumers collected by the Dewu platform. Through the app, brands can reach out to a wider range of young consumers and promote Hanfu culture.

Hanfu clothes

Source: Dewu, Hanfu clothes

In addition, the app has opened a special area for “Chinese products”, and provides positive incentives to Guochao merchants with good product quality and good performance.

What to know about the Dewu e-commerce platform

  • It is a second-hand platform that has strict measures on preventing the sales of counterfeits. These measures protect the consumers, giving them psychological safety as they do not spend the money until the products pass the authenticity check.
  • The platform is ideal for high-value, and exclusive items. Like co-branded items, luxury items and collectors’ items.
  • The platform also gives space to developing Chinese brands.
  • At 40 million MAU mostly located on the east coast and larger cities, Dewu is a budding e-commerce platform among major players like JD and Tmall, but also competes against second-hand platforms like Idle Fish.

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