2023得物平台研究报告：联结奢侈品牌与中国新生代消费者

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DeWu -

the Crossroads

of Chinese GenZ

and Luxury Brands

Authors:

Thomas Piachaud

Charlsy Zhang

Max Peiro

DeWu the Crossroads of Chinese GenZ and Luxury Brands 02RE-HUB

Introduction

2018

Expanded product

categories from only

shoes to include clothing,

handbags, watches,

electronics and toys, etc.

2017

Du launched its own

marketplace with the

business model of

“Authentication

before Shipment”.

2021

Expanded into Hong Kong,

Japan, Europe and

America.

Luxury business grew

signicantly.

2022

NFT space launched.

100 million MAU.

10 billion USD valuation.

Development and History of DeWu

DeWu (sometimes known as Poizon) was rst founded in July 2015 by Yang Bing. The original incarnation of

the app was incubated through a sports forum named HuPu and was named Du ( ), facilitating the exchange

of information and identication of sneakers.

The growth of sneaker culture in China fueled the demand for a secondary market, which in turn fueled the

growth of product authentication services. In 2017, Du merged individual sneaker appraisers and developed

a new C2B2C business model which they referred to as ‘Authentication before shipment’ – customers would

send products to Du, who would then authenticate the product and send them onward to the nal buyer.

毒

2019

3D product viewing available.

The 100,000-m2 automatic

warehouse ofcially put into

operation.

Formed a strategic

collaboration

with CCIC Luxury

Identication Center.

2015

“ (Hupu)” incubated

“ (Du)”as its information

and identication platform

for sneakers.

虎扑

毒

2020

Renamed to“ (Poizon)”.

AR Try-On available.

300+ brands offered.

GMV doubled.

得物

Figure 1: A timeline showing the development of the DeWu eCommerce platform

This development led to the separation of Du from HuPu – which became a marketplace, authentication center

and general community for sneaker enthusiasts in China. By 2018, the platform had expanded its category

coverage to include clothing, handbags, watches, electronics, and toys.

DeWu the Crossroads of Chinese GenZ and Luxury Brands 03RE-HUB

In 2019, Shanghai Shizhuang Information Technology Co., Ltd., the parent company of Du, invested heavily

in the platform, building a 100,000m2 automatic warehouse and further developing innovative eCommerce

technologies – notably being one of the rst platforms to integrate 3D rendering software for live try-on and

product viewing (in collaboration with German company Vyking).

On January 1st, 2020, the app was ofcially renamed DeWu and during the 2020 WAIC (World Articial

Intelligence Conference). DeWu announced the creation of one of the world’s largest AI authentication

systems and a global supply chain center in Shanghai.

Later that year they also partnered with China Association for Quality Inspection to publish the rst “Footwear

Identication Standard” in China. By end of 2020 and despite the COVID-19 pandemic impact, Gross

Merchandise Volume on DeWu doubled and the platformed offered products from over 300 brands. In 2021,

DeWu expanded into Hong Kong, Japan, Europe, and America, offering over 100,000 new products every

month. In 2022, DeWu launched its own NFT space within the app and partnered with the Horologe and

Glasses Supervision and Testing Center under China’s General Chamber of Commerce to publish the rst

“Luxury Watch Identication Standard” in China.

By 2022 Hurun’s Global Unicorn index identied DeWu as one of the top 100 global unicorn companies, with

a 10 billion USD valuation and rumors of an upcoming IPO circulating.

DeWu Founder/CEO

YangBing

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标签： #奢侈品

摘要：

DeWu-theCrossroadsofChineseGenZandLuxuryBrandsAuthors:ThomasPiachaudCharlsyZhangMaxPeiroDeWutheCrossroadsofChineseGenZandLuxuryBrands02RE-HUBIntroduction2018Expandedproductcategoriesfromonlyshoestoincludeclothing,handbags,watches,electronicsandtoys,etc.2017Dulauncheditsownmarketplacewiththebusinessm...

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