WHAT IS DEWU? THE SOCIAL COMMERCE APP OF CHINA’S YOUNG PEOPLE
Dewu, also known as Poizon, is an online shopping app launched by Shanghai Shizhuang Information Technology Co., Ltd. In recent years, Dewu has gradually moved beyond its niche and turned into a more complete marketplace and social media app aimed at Chinese millennials and Gen Z. Products sold on Dewu span a wide range of categories: from fashion sneakers, clothing, watches and accessories to games, digital and home appliances, beauty, cars and more. The app is at the same time a popular lifestyle community for young people, a trend indicator and an important forum for young users posting fashion-related content.
Dewu is populated mostly by users born in the 1990s, who accounted for more than 75% in 2020, mostly living in first-tier cities and coastal areas. These young people are the main driver of online consumption and are charting the course for the future development of the digital economy. Not only are they willing to try new things, they are also more willing to share consumption experiences with their peers. The app’s main features and the products available are specifically designed to appeal to Chinese millennials and Gen Z. Dewu is both a C2C and a B2C platform. Unlike traditional e-commerce, users can buy and trade various items through a dual business model combining e-commerce and social media, creating a healthy consumption ecosystem.
New Balance is one of the brands that runs an official store on the app. In 2022, the US brand noticed that keywords related to “sneakers” and “retro” were steadily rising on Poizon. New Balance immediately used KOLs and KOCs on the platform to promote its 1980s-inspired shoes. By leveraging its hybrid e-commerce and social media nature, Poizon has managed to promote many high-end brands and Chinese designers. Almost 7,000 brands officially opened stores on the app in 2022, and the platform now hosts well-known brands including Coach, Michael Kors, Versace, Pandora, Swarovski, Adidas and New Balance.
With its multi-level authentication process, the company checks every product sold on the platform worldwide. Before each product is shipped to the buyer, Poizon staff examine it to rule out defects and make sure it is not counterfeit. Dewu has also established a strategic partnership with the China Inspection Luxury Center and the Shenzhen Quality Inspection Research Institute to carry out long-term multilateral research in the field of sneaker authentication. The two bodies work together to identify industry norms and standards and create a consumer-oriented market environment.
