Dewu in China

Dewu: an e-commerce and social media app targeting Chinese Gen-Z

Dewu, also known as Poizon, is an online shopping app launched by Shanghai Shizhuang Information Technology Co, Ltd. At first, it used to be the ultimate platform for purchasing, reselling, and discussing about sneakers. But in recent years, this app has gradually turned away from its niche and converted into a more comprehensive marketplace and social media app targeting Chinese Millennials and Gen-Z.

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Poizon’s unique selling point is the “authenticate first, ship later” shopping process. Its product categories cover trendy shoes, clothing, watches, accessories, games, digital and home appliances, beauty, automobiles, and more. At the same time, as a popular lifestyle community for young people, the Chinese resale app is becoming a trend indicator and an important forum for young users who post fashion content. Indeed, users can talk about their purchase with other users and share impressions directly in-app. For example, the platform has a particularly strong community of sneaker lovers who discuss the latest releases on the app.

Dewu in China
Source: 得物, The app offers a wide range of goods including sneakers, dolls, and handbags

Chinese Millennials and Gen-Z are the key users of Dewu

The Chinese resale app gathers a large number of young consumers: the post-90s accounted for more than 75% in 2020, mostly residing in first-tier cities and coastal areas. These young people are the main driver of online consumption and set the course for future development in the digital economy. Not only are they willing to try new things, but they are also more willing to exchange consumer experience with their peers and pursue a memorable shopping experience. The main features of the app and the available products are specifically designed to cater to Chinese Millennials and Gen-Z.

Dewu in China
Source: Weibo, Dewu 2023 Young Power Brand Conference

Platform features: e-commerce and social media

Dewu is both a C2C and B2C marketplace. Unlike traditional e-commerce, the Hangzhou-based tech company helps young users to understand, acquire and exchange various items through the dual business model of e-commerce and social media, creating a healthy consumption ecosystem.

New Balance is one of the brands running an official store on the app. In 2022, the US brand found that, keywords relating to “sneakers” and “retro” on Poizon were gradually increasing. New Balance immediately leveraged KOLs and KOCs on the platform to promote its 80s-inspired shoes NB550. Many users in the community also shared their own views about those shoes and recommended different outfits matching them, creating a lot of hype for New Balance 550 model on the app.

Dewu in China
Source: 得物, KOLs recommending New Balance 550

Promoting many top-tier trendy brands and Chinese designers

Taking advantage of its hybrid nature of e-commerce and social media, Poizon has promoted many top-tier brands and Chinese designers. Nearly 7,000 brands officially opened their stores on the app in 2022, and the platform is going to collaborate with well-known brands in 2023, including Coach, Michael Kors, Versace, Pandora, Swarovski, Adidas, and New Balance.

For instance, the Hangzhou-based e-commerce played a key role in Coach’s rejuvenation strategy. The US fashion house attracted young users’ attention by launching limited-edition co-branded items on the app, like the product presented by Coach and the famous Chinese candy brand White Rabbit in 2022. Coach has also taken the initiative to connect with young users through lottery drawings and raffles. Its partnership with Poizon turned out to be a winning strategy: in 2022, the sales volume of Coach on the app increased by more than three times compared to the previous year, with the post-1995 generation accounting for 60% of total customers.

Dewu in China
Source: 得物, Coach official account has more than 260 thousand subscribers on the app

Poizon promotes Guochao brands

Guochao (literally “national trend”) refers to the increase in consumer favoritism towards Chinese brands, designs, and culture. Nowadays, the Guochao trend has imposed as an important driver of purchase. In May 2020, Poizon held the Guochao Design Competition to build an incubator for Guochao brand owners in China. The event helped Guochao brands improve their ability to produce original designs and foster innovation. Users’ orders for Guochao products on the app increased by more than 10 times in 2020.

Betting on Guochao brands turned the platform into a go-to place to find trendy items. For example, when Chinese astronauts entered their national space station for the first time in 2022, more than 100 thousand people flocked to the app to buy the new astronaut necklace released by a Chinese fashion brand. Limited-edition astronaut stuffed dolls sold out within just 2 hours after the release.

Dewu in China
Source: 得物, More than 100,000 users bought the new astronaut-shaped necklace

Dewu’s business model: Cutting-edge product tests and layered authentication

The e-commerce app vaunts a very sophisticated process for authenticating and checking products aimed at ensuring that before the user receives the item, it has been adequately scrutinized.

Multiple inspection procedures

By its layered authentication process, the Hangzhou-based company controls every product sold on the platform all around. Before each product is shipped to the buyer, Poizon staff will thoroughly examine the product and check the products for defects to ensure it is not a counterfeit. After the inspection, the product will be shipped to the buyer.

Building an “Authentication Laboratory”

In order to optimize the authentication and inspection of each product, the Chinese resale app has trained a large number of front-line operators and built up a professional research team. With the rapid growth of user transactions, Poizon has handled almost all the trendiest items on the market, and updated its authentication methods.

Strategic cooperation with national institutions

The Hangzhou-based tech company has established 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 authentication. They also work together on identifying industry norms and standardization and creating a consumer-oriented market environment.

In November 2022, Poizon and China Quality Inspection Association upgraded their cooperation strategy and established the first joint research team, which will conduct in-depth authentication activities in five domains, including authentication research, authentication training and certification, sharing of genuine product sample base, technology innovation and consumer product authentication.

Anti-counterfeiting upgrade

After successful verification, authenticated products will get an official certificate and an “anti-counterfeiting set” composed of packaging boxes, buckles, and brand tape. Moreover, the products get a unique digital ID, making it convenient for users to verify the product information.

Is Dewu the right place for your brand?

  • Dewu is an online shopping app whose unique selling point is the “authenticate first, ship later” shopping process.
  • Chinese Millennials and Gen-Z are the key users of such resale app, and the products on the platform are designed according to the consumption preferences of these two generations.
  • The app features both e-commerce and social media and operates both as a C2C and B2C marketplace.
  • The Hangzhou-based company helped many Guochao brands, well-established brands, as well as Chinese designers to grow.

Author: Lyu Ai