There are a lot of fake shoes in China. Just one Putian brand can produce so many fake shoes that they look like real ones. Sometimes you can’t even tell them apart without looking carefully. So in China’s sneaker market, are fake sneakers really so unscrupulous? The editor has sorted out some rules and chaos in the Chinese sneaker market for you. Friends who want to buy shoes should pay attention!

Sellers who "evaporate" immediately after receiving payment

"In the past, I was greedy for petty gains, and I encountered several people who took money and refused to deliver the goods, then disappeared or fake delivery. Now what I have to guard against is the mixed sale of genuine and fake." Three years ago, YT started paying attention to sneakers because of the Korean stars it liked. 16 At the age of 10, he is still in high school and has more time to think about sneakers. When trading, he likes to find "individuals" with relatively cheap prices, but he also pays a lot of "tuition fees".

The average price of this genuine "SUPREME spray" on Taobao is RMB 6,000

YT was defrauded for the first time in early 2015. He found a seller who was reselling Supreme x Nike Air Foamposite One through Xianyu, and the two of them added WeChat. The seller through WeChat said that if YT could confirm receipt of the goods on the second day of delivery, the price could be 100 yuan cheaper. After seeing that the logistics information was updated, YT confirmed receipt of the goods as promised. The Xianyu system showed "Transaction Successful", but YT never refreshed any logistics records. Finally, the seller left a message on WeChat saying "Logistics information was entered incorrectly" and then disappeared.

The Xianyu platform's trading rules of "the rights protection channel will be automatically closed after 15 days of successful order transactions" made YT unable to defend his rights even if he appealed through the trading platform.

"Xianyu" is based on the supplementary conditions for the buyer's after-sales treatment

Mixing of genuine and fake products to the confusion of goods adjustment

"In fact, it is unlikely that a large store will deliberately mix genuine and fake products. After all, if something goes wrong, it will be a big event in the entire industry. There is no need to take risks." Faced with the author's question about "mixing genuine and fake products," Brother Qian cited the example of "Ren Sports."

normal;">Brother Qian has been "mingling" in the circle for 5 or 6 years, and now he can be found in every "goods dispatching group". In his view, "adjusting goods" is more terrifying than selling fakes. Even if the seller does not intend to sell fakes, it is still possible to buy fakes: "Especially for stores in the mid-range, it is difficult to sell goods in the current market. If you wait two or three days after buying, most of them are waiting for the goods to be adjusted." At present, when the code numbers that are out of stock in most online stores are photographed, the first time the store owner does not contact the buyer for a refund, but to find a colleague to "adjust the goods"—— That is, find other sellers to buy it, or even ask your peers to deliver the goods on your behalf, and earn the difference between the selling price of your peers and the price listed in the store.

normal;">(Left: GET APP, Right: Poison APP)

"Occasionally, I have to bear the responsibility of adjusting for fake products. No one is the first-hand source of goods, and no one can say for sure. Big stores with a better attitude will directly deal with it at 3%, while those with a bad attitude will have to wait a few days for refunds." As for why even highly reputable sellers have to "adjust goods", Brother Qian believes that this is to reduce the out-of-stock refund rate and maintain the store's reputation score. The layers of uncontrollable supply links and the continuous injection of fakes in the resale market have also given rise to a large-scale sneaker appraisal industry. The "appraisal masters" in the forum have transformed into "professional appraisers", and mobile APPs with appraisal services as their main products have also become the last guarantee and certificate in the minds of buyers and sellers.

However, in the arbitration mechanism of the Taobao platform, such identification results do not seem to be recognized by the platform.

The hard-to-prevent "subcontracting party"

The above-mentioned buyers of porcelain are still in the minority, and the most common ones encountered by sellers are "subcontractors". These speculators who only rely on receiving the goods to use pictures of Fake Sneakers of the same shoe model to authenticate them on authoritative forums, and then use this as a basis to initiate refund-only requests, are particularly troublesome to sellers.

"Sometimes adding anti-tampering buckles can't prevent them." In Lao Bai's view, this group of malicious "tampering parties" prefer to find "midstream stores" like him to use the means of tampering. Lao Bai once worked in a brand-operated store and occasionally provided discounts and conveniences for some sellers to earn extra money. In 2014, he decided to leave his job and follow in the footsteps of his friends into reselling sneakers. Familiar with the brand's internal discount rules, his store sells mostly ordinary bulk goods. He uses the price difference of discounted goods plus volume to make profits. In mid-2017, his store reached the "One Crown" reputation level.

Due to the seriousness of the phenomenon of tamper-proofing, many domestic sellers have added customized anti-tampering buckles to their shoes

When it comes to "tampering parties", even if all the sneakers in the store are equipped with anti-tampering buckles, Lao Bai still suffers from it: "(In the first half of 2017), I was cheated about 4 times There is no way, Taobao’s system is more biased towards buyers, and if they cannot provide evidence, they will only suffer losses.” Lao Bai told the author that Taobao’s existing arbitration rules require sellers to provide supply invoices, receipts, or authoritative appraisal results from the industrial and commercial department, which allows buyers to take advantage of the loopholes.

"There is no way, Taobao's system is more biased towards buyers. If you can't provide evidence, you can only suffer a loss."

Lao Bai frankly said that many domestic sellers, including himself, have been "kidnapped" by Taobao's rating system, and they can only keep tolerating to interested buyers. In 2017, his Taobao store was also "maliciously complained" by a rival as a buyer. Taobao officials forcibly removed all the products in his store and ordered rectification on the grounds that he was selling counterfeit goods. After appealing for the reinstatement of the shelf function, Laobai now mainly earns resale fees by wholesale to peers and occasionally delivering goods. Occasionally, after-sales problems encountered by individual customers are handled by customer service.

The buyer changes the address to set up a business "Pengci"

Haozi, who just celebrated his 22nd birthday, currently runs a "Three Diamond Store", with an average monthly transaction volume of about 25 orders to subsidize his daily expenditure on sneakers and trendy brand items over the past two years. In addition, WeChat is also his main channel for resale: "I will add the WeChat of customers who come to the (Taobao) store to make it easier to predict new releases, which feels more reliable."

However, Haozi still stumbled in the transaction of a pair of Zoom Fly SP's first color "Tokyo".

Haozi's store has never had any "accidents", and he was particularly impressed by the pair of shoes that were tricked out

"Even if I trade through WeChat, I usually choose to use the Taobao link, thinking that this way the funds can be protected by a third party." After negotiating the price with the customer, Haozi's customer took a photo of this pair of Zoom Fly in his Taobao store SP, but then he sent Ahao the "correct" address and recipient information via WeChat on the grounds that the sneakers were a gift to a friend and the wrong delivery address was filled in.

After the logistics showed that the customer signed for the goods, the customer still did not confirm the receipt. Seven days later, Haozi waited for a reminder on Taobao that the other party initiated the refund process, and the status was that the goods had not been received. This made Haozi a little panicked, "When I communicated with him through WeChat again, he was blocked, so I could only ask Taobao to intervene in arbitration."

"The waiter (Taobao) did not recognize the WeChat conversation record, and the actual consignee information on the waybill was also recorded with Taobao. I couldn't provide any other evidence and had to admit defeat."

"(Taobao) The waiter did not recognize the WeChat conversation record, and the actual consignee information on the waybill was also recorded with Taobao. I couldn't provide any other evidence and had to admit defeat." Even though he submitted the WeChat chat record and logistics information voucher about the customer's changed address, the arbitration was still judged to have failed. Haozi could only refund the money, and lost all his shoes and money.

"The routine is too deep" and the brand cannot prevent it

In early August 2017, Jordan Brand’s Tmall official store opened. In order to build momentum, the official Tmall store replenished a lot of shoes. On August 20, a consumer posted on the country’s largest sneaker exchange forum that he bought three pairs of counterfeit AJ4s at Jordan’s official Tmall store, and attached transaction records and identification results.

"It should be that someone bought the shoes through the official website when they were first released in February and took advantage of Nike's "30-day no-reason return or exchange" rule to return the fake shoes. The person in charge of warehousing may not have the ability to identify the authenticity of the sneakers. As long as the shoes are returned in the original shoe box, they may be put into storage for secondary shelves." Xiaoli believes that if such an "accident" is a real incident, it may be because Nike has exploited a loophole in the return clause.

"The person in charge of warehousing may not have the ability to identify the authenticity of sneakers. As long as the shoes are returned in the original shoe box, they may be directly put into storage for secondary shelves."

Xiao Li is considered a senior sneaker player in China. Now he only buys sneakers through the official website and Taobao stores. Even though he has the ability to distinguish the authenticity of sneakers, he is still worried about the phenomenon of official loopholes being exploited. Similar "official website counterfeiting incidents" on the Internet mostly ended up with the brand arranging refunds and returns for the parties concerned, and said that the sneakers had quality problems and were destroyed or left alone, without any additional compensation. As for the issue of authenticating the returned products before reselling them, I could not see a specific official response from the brand at the time of writing.

What is behind the chaos of online sneaker resale

"If consumers are determined to exploit such loopholes, this kind of thing is definitely unavoidable." Regarding the official website being transferred and returned, a brand sales department employee who did not want to be named told the author. Regarding the issue of return and package adjustment on the official website, he believes that there seems to be no better evasive measure for brands except to make exclusive marks in the supply chain and continuously upgrade and maintain the uniqueness of the marks. "For the transaction throughput of the official website, this kind of thing is just a small probability accidental event. Faced with this situation, brands or dealers will set aside this level of loss reporting."

However, the possibility of achieving exclusive marking is not high. Adding exclusive markings to the supply chain is tantamount to adding an anti-counterfeiting process in addition to shoe labels and insole stamps. Based on the analysis of existing identification methods, it seems a bit unnecessary.

NIKE.COM Return and exchange policy

How should all parties protect their rights after the incident? How can the exposed rule loopholes be improved? In the opinion of many domestic players, rather than condemning "smuggling and speculating", the sneaker resale market needs a reasonable regulatory system. How to solve the various problems reflected in the above chaos is more important to consider.

"If the incident of being subcontracted by a customer is serious, the brand can report the case and sue; and buyers who buy fake products must file a claim for rights protection, and can also go through the brand's after-sales channels." Xiaoyu, a law student, is currently interning in a law firm and preparing for the judicial examination. As a member of the school basketball team, she also buys practical sneakers online. "National laws and regulations have corresponding measures." Xiaoyu also noticed that many sneaker fraud cases have been filed for investigation and solved in recent years, and some of these major cases have been publicly heard by the courts and resulted in corresponding judgments.

One of the factors for the success of sneaker trading markets like SNEAKER CON is that offline face-to-face transactions with institutional supervision are more reliable

Even if the country has laws and regulations, and the sales platform also has corresponding regulations, buyers like YT still have doubts about whether they can successfully safeguard their rights: "I don't know if it will be useful to call the police? Can I find the seller and recover the money I was defrauded?"

Buyers have buyers' concerns, and sellers also have their own demands for platform loopholes. For example, Haozi encountered Taobao's refusal to acknowledge WeChat chat records, and Lao Bai faced evidence problems. Both of them hope that Taobao can also improve its rules accordingly.

From The successful transformation of the CAMPLESS blog into STOCKX, which integrates price and sales dynamics, resale and other businesses, may be one of the references for domestic platform standardization

The reason for the above chaos is naturally because it is "profitable" to exploit loopholes in the rules for speculation.

Market formation and growth have their own laws, and speculation and profit-seeking are more like some kind of human nature. Rather than weakly condemning various appearances, perhaps what we need is more authority units that can face up to the sneaker resale market and standardize its regulations.

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