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人间有味是清欢123
2019-06-10
$Zoom(ZM)$ 102.49是最高价了，可以空了
人间有味是清欢123
2019-06-17
$Beyond Meat Inc.(BYND)$ 166.66空空空
人间有味是清欢123
2019-06-14
$Revolve Group, LLC(RVLV)$ 可以空空空了
人间有味是清欢123
2019-06-10
$拼多多(PDD)$ 我在拼多多购物次数已经超过某宝了
人间有味是清欢123
2018-10-10
$搜狗(SOGO)$难道还要跌
人间有味是清欢123
2019-06-07
$新氧(SY)$ 这个公司上市之后在分众投了不少广告，不知能不能做大
人间有味是清欢123
2019-06-07
$陌陌(MOMO)$ 给人的感觉就是约炮软件
人间有味是清欢123
2019-06-07
$Beyond Meat Inc.(BYND)$我查空单爆了吧
人间有味是清欢123
2018-10-10
$蔚来汽车(NIO)$这个和乐视比咋样
人间有味是清欢123
2019-07-03
$陌陌(MOMO)$ 35.75的空单[冷漠]
去老虎APP查看更多动态
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10月份的put 波动率非常高，这是赌解禁后大跌吗","listText":"$Zoom(ZM)$ 10月份的put 波动率非常高，这是赌解禁后大跌吗","text":"$Zoom(ZM)$ 10月份的put 波动率非常高，这是赌解禁后大跌吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/933414998","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":3455,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":990219049,"gmtCreate":1562600746881,"gmtModify":1704703936644,"author":{"id":"3496175172765502","authorId":"3496175172765502","name":"人间有味是清欢123","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3496175172765502","idStr":"3496175172765502"},"themes":[],"htmlText":"$Zoom(ZM)$ 空单一直在[呆住]","listText":"$Zoom(ZM)$ 空单一直在[呆住]","text":"$Zoom(ZM)$ 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22:54","market":"us","language":"zh","title":"“奢侈品界闲鱼”登录纳斯达克，开盘大涨50%","url":"https://stock-news.laohu8.com/highlight/detail?id=1157791233","media":"老虎资讯综合","summary":"The RealReal是美国二手奢侈品平台。","content":"<p>6月28日周五，<span>美国二手奢侈品平台The RealReal<a href=\"https://laohu8.com/S/REAL\">$(REAL)$</a>登陆纳斯达克，开盘报28美元，随后一路拉升，截至发稿，大涨近50%，最高见29.99美元。</span></p>\n<p><img src=\"https://static.tigerbbs.com/ad2d71b2f64426d0eee1ef892fff61fd\"></p>\n<p></p>\n<p><span>1、</span><b><span>从“十大最差CEO”到六十岁的成功创业者</span></b></p>\n<p><span>RealReal的首席执行官和创始人是Julie Wainwright，RealReal IPO的今年，她六十二岁。RealReal创立于2011年，八年前。创立其时，Julie Wainwright已经五十四岁，但一无所有身无分文，只剩下屡次创业失败的经历。</span></p>\n<p><span>Julie Wainwright是互联网界的出名风骚过客。在RealReal之前，她因是“臭名昭著”的Pets.com的首席执行官被知悉。在美国互联网热潮之时，Julie被风投机构看中，创办了在线宠物用品售卖的公司Pets.com。初时，Pets.com似乎很成功，它拥有亚马逊在内的投资方，并进行了IPO，有钱得曾狂砸200万美元在美国超级碗的黄金广告时段内播放广告。Pets.com的形象甚至成为当时互联网的吉祥物，一时间风头无两。但随着互联网泡沫，Pets.com亏损了1.47亿美元，上市后9个月就倒闭。最糟糕的时候，它的股价甚至低于50美分。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/9a87fac26777a94ac4fa2d3878da885f\"><span></span></p>\n<p><span>而这并非Julie Wainwrigh唯一惨痛的失败经历。</span><b><span>事实上，Julie Wainwrigh曾被评为“十大最差的CEO”之一，前半生一直在创业，一直在失败。</span></b><span>30岁的时候，Julie Wainwright任Berkeley Systems公司的CEO，此后公司两年业绩不佳，最后裁掉了三分之一的员工，包括了Julie Wainwright本人。随后，Julie Wainwright去了Reel.com，但没过多久公司被Hollywood Video收购。而在Pet.com倒闭后的十年期间，Julie Wainwrigh并未停止创业的尝试，但因经济衰退的冲击而倒闭。</span></p>\n<p><span>Julie Wainwrigh创立RealReal时，已经快五十五岁的高龄。一开始RealReal的办公地点就在家里，Julie Wainwrigh一手包办了所有的事情，包括接收和拍摄二手奢侈品，甚至亲自进行送货。直到两年后，RealReal才成功地搬到了索萨利托镇的仓库。但RealReal活下去仍非常艰难，Julie Wainwrigh的年龄和性别都是风投机构们担忧的点，更勿论其令人望而却步的失败履历。最后RealReal凭借着成长性才逐步获得资本市场和消费者认可。</span></p>\n<p><b><span>在六十二岁这一年，Julie Wainwrigh作为年过六旬的老人，终于可以说是完成了胜利的一小步。</span></b><span>RealReal作为美国二手奢侈品交易的最大网站，终于风光上市。</span></p>\n<p><span>而像Pets.com这样的失败经历成为宝贵的学习经验，RealReal似乎成为一个更强大的公司，具有良好的基本面和高增长的潜能。</span></p>\n<p><span>2、</span><span><b>二手奢侈品这门生意</b></span></p>\n<p><span>RealReal 是一家正在向实体店转移的二手奢侈品闲鱼。类似其他在线商店一样，它主要通过线上运营，但其在纽约和洛杉矶拥有的实体商店也在不断扩大规模。它主要靠收货物价值的30%作为佣金收入。</span></p>\n<p><span>提到购买二手奢侈品，一些读者可能会先抱着质疑甚至反感的态度，他们会担心购买到奢侈品的赝品，尤其是对比在网络上购买，消费者更愿意在实体店的二手奢侈品店铺购买，因为消费者不愿在网上花费数千美元购买一件看不见摸不着、从而无法判断真伪的奢侈品。</span></p>\n<p><span>但现在消费者的观点在转变，越来越多人选择RealReal。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/e4b4bca9f8657740ca4dfcb5bc487853\"><span></span></p>\n<p><span>一来，越来越多的年轻人由于自身经济限制和环保意识，考虑购买奢侈品时，想到购买二手奢侈品。根据Shopify最近的一份市场研究报告，2018年全球电子商务时尚市场高达4810亿美元，预计到2022年将达到7130亿美元。随着二手奢侈品越来越受欢迎，二手奢侈品市场成为二手市场增长最快的类别之一。而对比中老年消费者，年轻一代消费者更加习惯于在线购物，在线购物更有利于寻找出性价比最高的奢侈品，有力推动二手奢侈品线上交易规模。</span></p>\n<p><span>更重要的原因是</span><span><b>，RealReal提供了全套可靠的奢侈品验证出售服务。</b></span><span>在美国，无论对于寄卖者还是购买者，The RealReal可谓是交易二手闲置奢侈品的不二之选。The RealReal提供在线奢侈品托运、检验、认证、上架交易一条龙服务。其对美国的21个大城市提供免费上门收货的服务，也可以用预付好的快递单将商品自行邮寄或是去实体店鉴别寄卖。这在快递服务不便利的美国，是一项很了不起的服务。</span></p>\n<p><span>除此之外，RealReal还拥有一只90余人专业鉴别团队。</span><b><span>在收到你的商品后，专业的队伍会根据大到品牌标识和织物标签、精细到材料类型和整体结构来判断真伪，评估成色，并根据大数据估算报价。</span></b><span>RealReal的专业团队让赝品无所遁形。它甚至还用自己的数据库，开发了一款app——</span><span><b>RealBook，供买家卖家查询二手奢侈品的即时预估价。</b></span></p>\n<p><span>而奢侈品交易和一般的二手商品的交易不一样。一般的二手商品不需要那么专业和精准的评估服务，平均销售单价低，并且销售单价往往对比原价有非常大的折扣，因此收取佣金利率低。但二手奢侈品，往往对比原价的折扣率极低，二手商品高于原标价的情况也非常常见。RealReal将商品分为四个等级，最高等级的售价等于或者高于原商品的价格，而第四等级的商品通常不低于五折。</span></p>\n<p><span>二手奢侈品的特殊性，使得中间商的存在非常有必要，而高客单率意味着很高的利润空间。二手奢侈品交易是门好生意。</span></p>\n<p><span>3、</span><b><span>客户群体和线上业务快速扩张</span></b></p>\n<p><span>RealReal主要利用以数据为中心的全渠道营销方法来获取客户，包括通过直接邮件，电视，社交媒体，电子邮件，推送通知和短信。RealReal对目标客户发出有针对性的电子邮件发送活动、推荐和促销措施吸引消费者。</span></p>\n<p><span>2018年RealReal的业务相较于2017年又更上一层。RealReal管理层在路演中表示，2018年，RealReal的总商品和净商品价值分别为7.110亿美元和5.066亿美元，同比分别增长44％和45％。公司2018年处理了160万份订单，较2017年的112份总订单数同比增长42％。2018年平均订单价值为446美元，比2017年小有增长2％。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/193be5b73efb933cc3910f4cd52a9b2c\"><span></span></p>\n<p><span>而2018年，RealReal保持了远超于同行业竞争对手的二手商品流通速度。近六成的商品在上架一个月内完成销售，近八成的销售会在三个月之内完成。而线上96%的订单会撮合成功，这个比率较2017年再上升3pct。这意味着RealReal能近乎对所有的线上商品收取交易佣金，并且速度很快。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/36c71ddca673b92feffe799d4cc1a84d\"><span></span></p>\n<p><span>由此可见，业务的总量以极快的速度正在成长，RealReal毫无疑问地拥有高增长性。</span></p>\n<p><span>4、</span><b><span>细看财务指标，又是一场流血上市？</span></b></p>\n<p><span>与大多数IPO一样，RealReal拥有快速的财务增长速度。RealReal的收入从2017年的1.338亿美元增加到2018年的2.073亿美元，增长率高达55％。RealReal的毛利润也高速增长，两年的毛利率都保持在65％左右。</span></p>\n<p><span>但是，</span><span><b>RealReal的亏损正在扩大，从2017年的5200万美元大幅增加到2018年的7500万美元，并伴随着负现金流，这主要是受费用增加而拖累。</b></span><span>很多二手电商都面临同样的问题：二手电商仍处于教育用户的阶段，尽管拥有高增长的营收规模，产品研发、推广获客以及运营上的投入都使得目前难以盈利。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/9ac17b126e35c9c8117e30d9fe7a3cdf\"><span></span></p>\n<p><span>RealReal的营销费用仅增长了15％，而运营和技术支出则增长了79％。可以看见，高收入增长的速度远远高于营销费用的增长速度，平均获客成本一直在下降中，表明RealReal在吸引新客户和保持存量客户方面做得非常出色。而根据RealReal的说法，高增长的运营支出中有相当大一部分并非常规支出，用来投资于运营设施、还有开设线下零售店。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/5e7c0a14b38ffd1ebaa5d3da36c7d027\"><span></span></p>\n<p><span>尽管公司需要不断增加的运营资金来维持高增长率，而公司拥有强大的筹资能力，可以覆盖支出RealReal报告称，截至2019年3月31日，公司拥有1.03亿美元的现金和等价物以及1.707亿美元的总负债（未经审计）。</span></p>\n<p><span>5、</span><b><span>结语</span></b></p>\n<p><span>值得注意的是，除了亏损之外，RealReal还面临一些其他的风险。</span></p>\n<p><span>不仅RealReal，还有一些正在提供或正在开发在线奢侈品托运服务的竞争对手，包括易趣认证（EBAY）、Poshmark、LePrix、Vestiaire Collective。RealReal还可能面临来自其他连锁折扣店的激烈竞争。</span></p>\n<p><span>而对于二手奢侈品的线上交易，奢侈品牌们态度太多模糊不清，甚至摇摆不定。他们一方面默许二手平台的销售，因为二手交易显示了奢侈品的保值功能，同时二手奢侈品将成为很多人对于某品牌的入门，有利于转换成品牌粉丝。但另一方面二手市场可能会侵蚀其空间。Chanel曾指控RealReal出售假货，尽管RealReal极力否认，但无疑对声誉造成了很大的影响。如果奢侈品牌们都发出反对的声音，对RealReal将是很大打击。</span></p>\n<p><span>RealReal仍在亏损，并在面临挑战，但公司的债务负担合理，可以维持持续扩张；同时收入增长高，成长性强。对长期投资者而言，应该着重考虑市场地位和未来增长前景，还是会担忧RealReal会像Pet.com一样高烧钱造出虚假繁荣，最后倒闭呢？</span></p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>“奢侈品界闲鱼”登录纳斯达克，开盘大涨50%</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n“奢侈品界闲鱼”登录纳斯达克，开盘大涨50%\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/102\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">老虎资讯综合 </p>\n<p class=\"h-time\">2019-06-28 22:54</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<p>6月28日周五，<span>美国二手奢侈品平台The RealReal<a href=\"https://laohu8.com/S/REAL\">$(REAL)$</a>登陆纳斯达克，开盘报28美元，随后一路拉升，截至发稿，大涨近50%，最高见29.99美元。</span></p>\n<p><img src=\"https://static.tigerbbs.com/ad2d71b2f64426d0eee1ef892fff61fd\"></p>\n<p></p>\n<p><span>1、</span><b><span>从“十大最差CEO”到六十岁的成功创业者</span></b></p>\n<p><span>RealReal的首席执行官和创始人是Julie Wainwright，RealReal IPO的今年，她六十二岁。RealReal创立于2011年，八年前。创立其时，Julie Wainwright已经五十四岁，但一无所有身无分文，只剩下屡次创业失败的经历。</span></p>\n<p><span>Julie Wainwright是互联网界的出名风骚过客。在RealReal之前，她因是“臭名昭著”的Pets.com的首席执行官被知悉。在美国互联网热潮之时，Julie被风投机构看中，创办了在线宠物用品售卖的公司Pets.com。初时，Pets.com似乎很成功，它拥有亚马逊在内的投资方，并进行了IPO，有钱得曾狂砸200万美元在美国超级碗的黄金广告时段内播放广告。Pets.com的形象甚至成为当时互联网的吉祥物，一时间风头无两。但随着互联网泡沫，Pets.com亏损了1.47亿美元，上市后9个月就倒闭。最糟糕的时候，它的股价甚至低于50美分。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/9a87fac26777a94ac4fa2d3878da885f\"><span></span></p>\n<p><span>而这并非Julie Wainwrigh唯一惨痛的失败经历。</span><b><span>事实上，Julie Wainwrigh曾被评为“十大最差的CEO”之一，前半生一直在创业，一直在失败。</span></b><span>30岁的时候，Julie Wainwright任Berkeley Systems公司的CEO，此后公司两年业绩不佳，最后裁掉了三分之一的员工，包括了Julie Wainwright本人。随后，Julie Wainwright去了Reel.com，但没过多久公司被Hollywood Video收购。而在Pet.com倒闭后的十年期间，Julie Wainwrigh并未停止创业的尝试，但因经济衰退的冲击而倒闭。</span></p>\n<p><span>Julie Wainwrigh创立RealReal时，已经快五十五岁的高龄。一开始RealReal的办公地点就在家里，Julie Wainwrigh一手包办了所有的事情，包括接收和拍摄二手奢侈品，甚至亲自进行送货。直到两年后，RealReal才成功地搬到了索萨利托镇的仓库。但RealReal活下去仍非常艰难，Julie Wainwrigh的年龄和性别都是风投机构们担忧的点，更勿论其令人望而却步的失败履历。最后RealReal凭借着成长性才逐步获得资本市场和消费者认可。</span></p>\n<p><b><span>在六十二岁这一年，Julie Wainwrigh作为年过六旬的老人，终于可以说是完成了胜利的一小步。</span></b><span>RealReal作为美国二手奢侈品交易的最大网站，终于风光上市。</span></p>\n<p><span>而像Pets.com这样的失败经历成为宝贵的学习经验，RealReal似乎成为一个更强大的公司，具有良好的基本面和高增长的潜能。</span></p>\n<p><span>2、</span><span><b>二手奢侈品这门生意</b></span></p>\n<p><span>RealReal 是一家正在向实体店转移的二手奢侈品闲鱼。类似其他在线商店一样，它主要通过线上运营，但其在纽约和洛杉矶拥有的实体商店也在不断扩大规模。它主要靠收货物价值的30%作为佣金收入。</span></p>\n<p><span>提到购买二手奢侈品，一些读者可能会先抱着质疑甚至反感的态度，他们会担心购买到奢侈品的赝品，尤其是对比在网络上购买，消费者更愿意在实体店的二手奢侈品店铺购买，因为消费者不愿在网上花费数千美元购买一件看不见摸不着、从而无法判断真伪的奢侈品。</span></p>\n<p><span>但现在消费者的观点在转变，越来越多人选择RealReal。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/e4b4bca9f8657740ca4dfcb5bc487853\"><span></span></p>\n<p><span>一来，越来越多的年轻人由于自身经济限制和环保意识，考虑购买奢侈品时，想到购买二手奢侈品。根据Shopify最近的一份市场研究报告，2018年全球电子商务时尚市场高达4810亿美元，预计到2022年将达到7130亿美元。随着二手奢侈品越来越受欢迎，二手奢侈品市场成为二手市场增长最快的类别之一。而对比中老年消费者，年轻一代消费者更加习惯于在线购物，在线购物更有利于寻找出性价比最高的奢侈品，有力推动二手奢侈品线上交易规模。</span></p>\n<p><span>更重要的原因是</span><span><b>，RealReal提供了全套可靠的奢侈品验证出售服务。</b></span><span>在美国，无论对于寄卖者还是购买者，The RealReal可谓是交易二手闲置奢侈品的不二之选。The RealReal提供在线奢侈品托运、检验、认证、上架交易一条龙服务。其对美国的21个大城市提供免费上门收货的服务，也可以用预付好的快递单将商品自行邮寄或是去实体店鉴别寄卖。这在快递服务不便利的美国，是一项很了不起的服务。</span></p>\n<p><span>除此之外，RealReal还拥有一只90余人专业鉴别团队。</span><b><span>在收到你的商品后，专业的队伍会根据大到品牌标识和织物标签、精细到材料类型和整体结构来判断真伪，评估成色，并根据大数据估算报价。</span></b><span>RealReal的专业团队让赝品无所遁形。它甚至还用自己的数据库，开发了一款app——</span><span><b>RealBook，供买家卖家查询二手奢侈品的即时预估价。</b></span></p>\n<p><span>而奢侈品交易和一般的二手商品的交易不一样。一般的二手商品不需要那么专业和精准的评估服务，平均销售单价低，并且销售单价往往对比原价有非常大的折扣，因此收取佣金利率低。但二手奢侈品，往往对比原价的折扣率极低，二手商品高于原标价的情况也非常常见。RealReal将商品分为四个等级，最高等级的售价等于或者高于原商品的价格，而第四等级的商品通常不低于五折。</span></p>\n<p><span>二手奢侈品的特殊性，使得中间商的存在非常有必要，而高客单率意味着很高的利润空间。二手奢侈品交易是门好生意。</span></p>\n<p><span>3、</span><b><span>客户群体和线上业务快速扩张</span></b></p>\n<p><span>RealReal主要利用以数据为中心的全渠道营销方法来获取客户，包括通过直接邮件，电视，社交媒体，电子邮件，推送通知和短信。RealReal对目标客户发出有针对性的电子邮件发送活动、推荐和促销措施吸引消费者。</span></p>\n<p><span>2018年RealReal的业务相较于2017年又更上一层。RealReal管理层在路演中表示，2018年，RealReal的总商品和净商品价值分别为7.110亿美元和5.066亿美元，同比分别增长44％和45％。公司2018年处理了160万份订单，较2017年的112份总订单数同比增长42％。2018年平均订单价值为446美元，比2017年小有增长2％。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/193be5b73efb933cc3910f4cd52a9b2c\"><span></span></p>\n<p><span>而2018年，RealReal保持了远超于同行业竞争对手的二手商品流通速度。近六成的商品在上架一个月内完成销售，近八成的销售会在三个月之内完成。而线上96%的订单会撮合成功，这个比率较2017年再上升3pct。这意味着RealReal能近乎对所有的线上商品收取交易佣金，并且速度很快。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/36c71ddca673b92feffe799d4cc1a84d\"><span></span></p>\n<p><span>由此可见，业务的总量以极快的速度正在成长，RealReal毫无疑问地拥有高增长性。</span></p>\n<p><span>4、</span><b><span>细看财务指标，又是一场流血上市？</span></b></p>\n<p><span>与大多数IPO一样，RealReal拥有快速的财务增长速度。RealReal的收入从2017年的1.338亿美元增加到2018年的2.073亿美元，增长率高达55％。RealReal的毛利润也高速增长，两年的毛利率都保持在65％左右。</span></p>\n<p><span>但是，</span><span><b>RealReal的亏损正在扩大，从2017年的5200万美元大幅增加到2018年的7500万美元，并伴随着负现金流，这主要是受费用增加而拖累。</b></span><span>很多二手电商都面临同样的问题：二手电商仍处于教育用户的阶段，尽管拥有高增长的营收规模，产品研发、推广获客以及运营上的投入都使得目前难以盈利。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/9ac17b126e35c9c8117e30d9fe7a3cdf\"><span></span></p>\n<p><span>RealReal的营销费用仅增长了15％，而运营和技术支出则增长了79％。可以看见，高收入增长的速度远远高于营销费用的增长速度，平均获客成本一直在下降中，表明RealReal在吸引新客户和保持存量客户方面做得非常出色。而根据RealReal的说法，高增长的运营支出中有相当大一部分并非常规支出，用来投资于运营设施、还有开设线下零售店。</span></p>\n<p><span></span><img src=\"https://static.tigerbbs.com/5e7c0a14b38ffd1ebaa5d3da36c7d027\"><span></span></p>\n<p><span>尽管公司需要不断增加的运营资金来维持高增长率，而公司拥有强大的筹资能力，可以覆盖支出RealReal报告称，截至2019年3月31日，公司拥有1.03亿美元的现金和等价物以及1.707亿美元的总负债（未经审计）。</span></p>\n<p><span>5、</span><b><span>结语</span></b></p>\n<p><span>值得注意的是，除了亏损之外，RealReal还面临一些其他的风险。</span></p>\n<p><span>不仅RealReal，还有一些正在提供或正在开发在线奢侈品托运服务的竞争对手，包括易趣认证（EBAY）、Poshmark、LePrix、Vestiaire Collective。RealReal还可能面临来自其他连锁折扣店的激烈竞争。</span></p>\n<p><span>而对于二手奢侈品的线上交易，奢侈品牌们态度太多模糊不清，甚至摇摆不定。他们一方面默许二手平台的销售，因为二手交易显示了奢侈品的保值功能，同时二手奢侈品将成为很多人对于某品牌的入门，有利于转换成品牌粉丝。但另一方面二手市场可能会侵蚀其空间。Chanel曾指控RealReal出售假货，尽管RealReal极力否认，但无疑对声誉造成了很大的影响。如果奢侈品牌们都发出反对的声音，对RealReal将是很大打击。</span></p>\n<p><span>RealReal仍在亏损，并在面临挑战，但公司的债务负担合理，可以维持持续扩张；同时收入增长高，成长性强。对长期投资者而言，应该着重考虑市场地位和未来增长前景，还是会担忧RealReal会像Pet.com一样高烧钱造出虚假繁荣，最后倒闭呢？</span></p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/124c4976b1807ffe2c8d193b7dd23ddb","relate_stocks":{},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1157791233","content_text":"6月28日周五，美国二手奢侈品平台The RealReal$(REAL)$登陆纳斯达克，开盘报28美元，随后一路拉升，截至发稿，大涨近50%，最高见29.99美元。\n\n\n1、从“十大最差CEO”到六十岁的成功创业者\nRealReal的首席执行官和创始人是Julie Wainwright，RealReal IPO的今年，她六十二岁。RealReal创立于2011年，八年前。创立其时，Julie Wainwright已经五十四岁，但一无所有身无分文，只剩下屡次创业失败的经历。\nJulie Wainwright是互联网界的出名风骚过客。在RealReal之前，她因是“臭名昭著”的Pets.com的首席执行官被知悉。在美国互联网热潮之时，Julie被风投机构看中，创办了在线宠物用品售卖的公司Pets.com。初时，Pets.com似乎很成功，它拥有亚马逊在内的投资方，并进行了IPO，有钱得曾狂砸200万美元在美国超级碗的黄金广告时段内播放广告。Pets.com的形象甚至成为当时互联网的吉祥物，一时间风头无两。但随着互联网泡沫，Pets.com亏损了1.47亿美元，上市后9个月就倒闭。最糟糕的时候，它的股价甚至低于50美分。\n\n而这并非Julie Wainwrigh唯一惨痛的失败经历。事实上，Julie Wainwrigh曾被评为“十大最差的CEO”之一，前半生一直在创业，一直在失败。30岁的时候，Julie Wainwright任Berkeley Systems公司的CEO，此后公司两年业绩不佳，最后裁掉了三分之一的员工，包括了Julie Wainwright本人。随后，Julie Wainwright去了Reel.com，但没过多久公司被Hollywood Video收购。而在Pet.com倒闭后的十年期间，Julie Wainwrigh并未停止创业的尝试，但因经济衰退的冲击而倒闭。\nJulie Wainwrigh创立RealReal时，已经快五十五岁的高龄。一开始RealReal的办公地点就在家里，Julie Wainwrigh一手包办了所有的事情，包括接收和拍摄二手奢侈品，甚至亲自进行送货。直到两年后，RealReal才成功地搬到了索萨利托镇的仓库。但RealReal活下去仍非常艰难，Julie Wainwrigh的年龄和性别都是风投机构们担忧的点，更勿论其令人望而却步的失败履历。最后RealReal凭借着成长性才逐步获得资本市场和消费者认可。\n在六十二岁这一年，Julie Wainwrigh作为年过六旬的老人，终于可以说是完成了胜利的一小步。RealReal作为美国二手奢侈品交易的最大网站，终于风光上市。\n而像Pets.com这样的失败经历成为宝贵的学习经验，RealReal似乎成为一个更强大的公司，具有良好的基本面和高增长的潜能。\n2、二手奢侈品这门生意\nRealReal 是一家正在向实体店转移的二手奢侈品闲鱼。类似其他在线商店一样，它主要通过线上运营，但其在纽约和洛杉矶拥有的实体商店也在不断扩大规模。它主要靠收货物价值的30%作为佣金收入。\n提到购买二手奢侈品，一些读者可能会先抱着质疑甚至反感的态度，他们会担心购买到奢侈品的赝品，尤其是对比在网络上购买，消费者更愿意在实体店的二手奢侈品店铺购买，因为消费者不愿在网上花费数千美元购买一件看不见摸不着、从而无法判断真伪的奢侈品。\n但现在消费者的观点在转变，越来越多人选择RealReal。\n\n一来，越来越多的年轻人由于自身经济限制和环保意识，考虑购买奢侈品时，想到购买二手奢侈品。根据Shopify最近的一份市场研究报告，2018年全球电子商务时尚市场高达4810亿美元，预计到2022年将达到7130亿美元。随着二手奢侈品越来越受欢迎，二手奢侈品市场成为二手市场增长最快的类别之一。而对比中老年消费者，年轻一代消费者更加习惯于在线购物，在线购物更有利于寻找出性价比最高的奢侈品，有力推动二手奢侈品线上交易规模。\n更重要的原因是，RealReal提供了全套可靠的奢侈品验证出售服务。在美国，无论对于寄卖者还是购买者，The RealReal可谓是交易二手闲置奢侈品的不二之选。The RealReal提供在线奢侈品托运、检验、认证、上架交易一条龙服务。其对美国的21个大城市提供免费上门收货的服务，也可以用预付好的快递单将商品自行邮寄或是去实体店鉴别寄卖。这在快递服务不便利的美国，是一项很了不起的服务。\n除此之外，RealReal还拥有一只90余人专业鉴别团队。在收到你的商品后，专业的队伍会根据大到品牌标识和织物标签、精细到材料类型和整体结构来判断真伪，评估成色，并根据大数据估算报价。RealReal的专业团队让赝品无所遁形。它甚至还用自己的数据库，开发了一款app——RealBook，供买家卖家查询二手奢侈品的即时预估价。\n而奢侈品交易和一般的二手商品的交易不一样。一般的二手商品不需要那么专业和精准的评估服务，平均销售单价低，并且销售单价往往对比原价有非常大的折扣，因此收取佣金利率低。但二手奢侈品，往往对比原价的折扣率极低，二手商品高于原标价的情况也非常常见。RealReal将商品分为四个等级，最高等级的售价等于或者高于原商品的价格，而第四等级的商品通常不低于五折。\n二手奢侈品的特殊性，使得中间商的存在非常有必要，而高客单率意味着很高的利润空间。二手奢侈品交易是门好生意。\n3、客户群体和线上业务快速扩张\nRealReal主要利用以数据为中心的全渠道营销方法来获取客户，包括通过直接邮件，电视，社交媒体，电子邮件，推送通知和短信。RealReal对目标客户发出有针对性的电子邮件发送活动、推荐和促销措施吸引消费者。\n2018年RealReal的业务相较于2017年又更上一层。RealReal管理层在路演中表示，2018年，RealReal的总商品和净商品价值分别为7.110亿美元和5.066亿美元，同比分别增长44％和45％。公司2018年处理了160万份订单，较2017年的112份总订单数同比增长42％。2018年平均订单价值为446美元，比2017年小有增长2％。\n\n而2018年，RealReal保持了远超于同行业竞争对手的二手商品流通速度。近六成的商品在上架一个月内完成销售，近八成的销售会在三个月之内完成。而线上96%的订单会撮合成功，这个比率较2017年再上升3pct。这意味着RealReal能近乎对所有的线上商品收取交易佣金，并且速度很快。\n\n由此可见，业务的总量以极快的速度正在成长，RealReal毫无疑问地拥有高增长性。\n4、细看财务指标，又是一场流血上市？\n与大多数IPO一样，RealReal拥有快速的财务增长速度。RealReal的收入从2017年的1.338亿美元增加到2018年的2.073亿美元，增长率高达55％。RealReal的毛利润也高速增长，两年的毛利率都保持在65％左右。\n但是，RealReal的亏损正在扩大，从2017年的5200万美元大幅增加到2018年的7500万美元，并伴随着负现金流，这主要是受费用增加而拖累。很多二手电商都面临同样的问题：二手电商仍处于教育用户的阶段，尽管拥有高增长的营收规模，产品研发、推广获客以及运营上的投入都使得目前难以盈利。\n\nRealReal的营销费用仅增长了15％，而运营和技术支出则增长了79％。可以看见，高收入增长的速度远远高于营销费用的增长速度，平均获客成本一直在下降中，表明RealReal在吸引新客户和保持存量客户方面做得非常出色。而根据RealReal的说法，高增长的运营支出中有相当大一部分并非常规支出，用来投资于运营设施、还有开设线下零售店。\n\n尽管公司需要不断增加的运营资金来维持高增长率，而公司拥有强大的筹资能力，可以覆盖支出RealReal报告称，截至2019年3月31日，公司拥有1.03亿美元的现金和等价物以及1.707亿美元的总负债（未经审计）。\n5、结语\n值得注意的是，除了亏损之外，RealReal还面临一些其他的风险。\n不仅RealReal，还有一些正在提供或正在开发在线奢侈品托运服务的竞争对手，包括易趣认证（EBAY）、Poshmark、LePrix、Vestiaire Collective。RealReal还可能面临来自其他连锁折扣店的激烈竞争。\n而对于二手奢侈品的线上交易，奢侈品牌们态度太多模糊不清，甚至摇摆不定。他们一方面默许二手平台的销售，因为二手交易显示了奢侈品的保值功能，同时二手奢侈品将成为很多人对于某品牌的入门，有利于转换成品牌粉丝。但另一方面二手市场可能会侵蚀其空间。Chanel曾指控RealReal出售假货，尽管RealReal极力否认，但无疑对声誉造成了很大的影响。如果奢侈品牌们都发出反对的声音，对RealReal将是很大打击。\nRealReal仍在亏损，并在面临挑战，但公司的债务负担合理，可以维持持续扩张；同时收入增长高，成长性强。对长期投资者而言，应该着重考虑市场地位和未来增长前景，还是会担忧RealReal会像Pet.com一样高烧钱造出虚假繁荣，最后倒闭呢？","news_type":1,"symbols_score_info":{}},"isVote":1,"tweetType":1,"viewCount":4680,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":907195213,"gmtCreate":1561592711432,"gmtModify":1704702264312,"author":{"id":"3496175172765502","authorId":"3496175172765502","name":"人间有味是清欢123","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"3496175172765502","idStr":"3496175172765502"},"themes":[],"htmlText":"$猎豹移动(CMCM)$ 只有更低，没有最低","listText":"$猎豹移动(CMCM)$ 只有更低，没有最低","text":"$猎豹移动(CMCM)$ 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