Poizon/DeWu is taking its attractive discounts within luxury and trendy brands to the offline world in China.

On a recent visit to Zhiier's Hongqiao store in Shanghai – a sprawling metropolis of second-hand luxury goods with 100,000+ square feet of floor space - I noticed a newly opened store situated in the underground mall between the store and the Hongqiao railway hub. This is the new concept from DeWu – Poizon XR.

Why is this interesting?

➡️ We have been tracking the progress of DeWu over the past years, and it has developed to the go-to platform for GenZ looking for a great deal on luxury products

➡️ Discounts range from brand to brand, but it is not uncommon to find an average discount of 30% for some brands on the platform.

➡️ Branding – it’s interesting the platform is leveraging the name Poizon for the store (which differs from the local name of the platform DeWu) – a sign of a potentially global strategy (Poizon is the name used for the global app) - ⏬ Image 1

➡️ The store is arranged by putting the top sellers on the platform live and in person in a physical store. For consumers, it offers an insight into what is trendy across bags, clothing, jewelry, accessories and more.

➡️ It’s not the only one – a search on DaZhongDianPing shows at least three locations signifying a significant offline expansion from the platform. One of the photos from the stores even shows a McLaren car in one of the stores! ⏬ Image 2

➡️ Brands – a brief look around the store will see brands such as Nike, adidas on shelves, placed next to other brands such as Louis Vuitton, CHANEL, Hermès, and Cartier. ⏬ Images 3, 4 and 5

➡️ Prices – a brief look at Cartier shows their hero LOVE bracelet on sale in the store. Brand new, wrapped, and in the signature box at a price of 32,869 RMB (down from a claimed market price of 39,699RMB – a discount of 8.3%). ⏬ Image 6

Given the current economic situation in the Chinese market, consumers are on the look-out for a good deal, while still wanting to focus on quality and trendy items. This new concept solves all these pain points in one place and is one to watch for luxury retail as it continues to develop over the next year.