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人间有味是清欢123

2019-10-03

长期看跌，就是不知道能横盘多久

@NaNa说美股:$Zoom(ZM)$ 10月份的put 波动率非常高，这是赌解禁后大跌吗

人间有味是清欢123

2019-07-08

$Zoom(ZM)$ 空单一直在[呆住]

人间有味是清欢123

2019-07-03

$陌陌(MOMO)$ 35.75的空单[冷漠]

人间有味是清欢123

2019-07-01

$The RealReal(REAL)$ 从哪来，回哪去，尘归尘，土归土。

人间有味是清欢123

2019-06-28

这篇文章不错，转发给大家看

抱歉，原内容已删除

人间有味是清欢123

2019-06-28

这篇文章不错，转发给大家看

抱歉，原内容已删除

人间有味是清欢123

2019-06-28

这篇文章不错，转发给大家看

美国62岁老太卖“二手货”，公司市值超20亿美元

人间有味是清欢123

2019-06-28

这篇文章不错，转发给大家看

“奢侈品界闲鱼”登录纳斯达克，开盘大涨50%

人间有味是清欢123

2019-06-27

$猎豹移动(CMCM)$ 只有更低，没有最低

人间有味是清欢123

2019-06-26

鹿死谁手，看好戏

抱歉，原内容已删除

人间有味是清欢123

2019-06-25

哈哈

@孙泽坤:$Beyond Meat Inc.(BYND)$ 再怎么挣扎也是下跌趋势

人间有味是清欢123

2019-06-22

这篇文章不错，转发给大家看

@英为财情:美国“微信支付宝”大战：PayPal和Square高下已分？

人间有味是清欢123

2019-06-19

$Zoom(ZM)$ 真强势

人间有味是清欢123

2019-06-18

$Beyond Meat Inc.(BYND)$尘归尘土归土，从哪还回哪去

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

$Chewy, Inc.(CHWY)$ 嗯看好，可以三成仓位做多

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

2019-06-14

$Fiverr International Ltd.(FVRR)$ 看来美国人也喜欢吵新股啊

人间有味是清欢123

2019-06-11

回复 @超超爱超超:这种公司美国人没有兴趣，加上流通盘小。//@超超爱超超:同问，咋没交易量

@LeoQin:$云集(YJ)$ 为啥没有交易量

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

去老虎APP查看更多动态

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23:03","market":"us","language":"zh","title":"美国62岁老太卖“二手货”，公司市值超20亿美元","url":"https://stock-news.laohu8.com/highlight/detail?id=1906154569","media":"雷递","summary":"网红电商Revolve上市后，又一美国电商企业The RealReal上市。","content":"<p><img src=\"https://static.tigerbbs.com/3ac7235b3c4c5c17c16a4a66c0b75f02\"></p>\n<p>网红电商Revolve上市后，又一美国电商企业The RealReal<a href=\"https://laohu8.com/S/REAL\">$(REAL)$</a>上市。</p>\n<p><img src=\"https://static.tigerbbs.com/931d1424c3a96fd2b8d1202b1986a68a\"></p>\n<pre><code>The RealReal团队在纳斯达克大厦顶楼合影<br></code></pre>\n<p>The RealReal发行价为20美元，高于17-19美元的发行区间，发行1500万股，融资3亿美元。以发行价计算，The RealReal的市值约为17亿美元。</p>\n<p>The RealReal开盘价为28美元，较发行价大涨40%。此后，The RealReal进一步上涨，市值也突破了20亿美元。</p>\n<p><img src=\"https://static.tigerbbs.com/056c2ce0e6963d735bd47871261ed24e\"></p>\n<p>这家公司的创始人Julie Wainwright（朱莉·温赖特）不一般，今年已经62岁了，到今天创业已8年。而此前的经历非常的传奇。</p>\n<p><b>传奇人生：屡败屡战&nbsp;曾变“女屌丝”</b></p>\n<p><img src=\"https://static.tigerbbs.com/34033dfb5dc2031fe1874315f0a3a2b9\"></p>\n<p>在54岁之前，朱莉·温赖特的人生，可以用一个惨来形容。</p>\n<p>朱莉·温赖特曾模仿亚马逊<a href=\"https://laohu8.com/S/AMZN\">$(AMZN)$</a>创办一家名为Pets.com的宠物网站，还上市，但运营了仅仅20个月就倒闭，成为有史以来寿命最短的上市公司。</p>\n<p>在Pets.com倒闭的那天——2000年11月8日凌晨4点，几个月里承受着巨大压力的她被丈夫叫醒，说要离婚。</p>\n<p>朱莉·温赖特此后一早就回到公司，遣散了100多名员工并关门歇业。</p>\n<p><img src=\"https://static.tigerbbs.com/ce4b7575d4a3473ef5e88a9437d26b3f\"></p>\n<pre><code>创始人Julie Wainwright在纳斯达克敲钟台前</code></pre>\n<p>在Pets.com风光之时，朱莉·温赖特被誉为“商业奇才”，获得无数赞誉。但Pets.com 倒闭后，成嘲笑的靶子，还被评为当时“十大最差的CEO”之一。</p>\n<p>这之前，朱莉·温赖特曾到初创公司Berkeley Systems担任CEO ，但没两年公司裁员三分之一，连她自己也被裁员；朱莉·温赖特又到Reel.com的公司当经理，这家公司又被Hollywood Video收购。</p>\n<p>可以说，54岁之前的朱莉·温赖特是走哪哪倒，做什么也没成，Pets.com的创业失败，还让她从“白富美”变成“女屌丝”。</p>\n<p>不过，54岁后，朱莉·温赖特凭着坚韧不拔的精神，硬是经过8年奋斗，做成The RealReal这样一家上市企业，又东山再起。</p>\n<p><b>去年亏损7576万美元</b></p>\n<p><img src=\"https://static.tigerbbs.com/f05e3417a96ce5da96dc6bceefdb2058\"></p>\n<p>据介绍，The RealReal创办于2011年，是美国最大的二手奢侈品网上寄售平台，业务以寄售二手高档手袋、服装、珠宝和手表为主。</p>\n<p>The RealReal平台的产品涵盖Gucci、Chanel、Hermès、Prada和 Cartier等众多知名奢侈品牌。</p>\n<p>The RealReal在2018年的GMV是7.1075亿美元，2019年第一季度的GMV为2.24亿美元，上年同期为1.58亿美元。</p>\n<p><img src=\"https://static.tigerbbs.com/791e277d0705827740e89b1bff8542ce\"></p>\n<p>The RealReal在2018年的活跃买家为41.6万人，2019年第一季度的活跃买家为4.56万人，上年同期为32.6万人。</p>\n<p><img src=\"https://static.tigerbbs.com/a15d9cb1e31bffdbd53a6e6af0b834ed\"></p>\n<p>The RealReal在2018年的营收为2.07亿美元，较2017年的1.34亿美元有大幅提升；2018年净亏为7576万美元，2017年的净亏损为5230万美元。</p>\n<p>The RealReal在2019年第一季营收为6925万美元，上年同期4646万美元；2019年第一季净亏为2322万美元，上年同期为净亏损1410万美元。</p>\n<p>The RealReal看起来也很难盈利。当年Pets.com也存在这个问题：几袋狗粮才50美元，还得搭上高额运费，根本没法盈利。</p>\n<p>当年，正值互联网热潮，Pets.com一炮而红，亚马逊狂砸6000万美元投资，美林证券担任其IPO交易承销商，通过IPO交易融资了1.1亿美元。</p>\n<p>有了钱，Pets.com还壕到花200万美元在超级碗上打广告。但遇到互联网泡沫破灭，Pets.com最终还是倒闭。</p>\n<p>作为创始人的朱莉·温赖特咽不下这口气，曾创办了一家提供女性健康指导的初创公司，也因经济衰退冲击而倒闭。好在这个创始人一直屡败屡战。</p>\n<p><span>要说美国宠物电商Chewy是Pets.com之后的后起之秀，创办于2011年，一直也是亏损，2018年还亏了2.67亿美元。</span></p>\n<p><img src=\"https://static.tigerbbs.com/543d12391846f2133cbee3608c4646e3\"></p>\n<p><span>但2017年4月，美国宠物用品零售商PetSmart收购了Chewy，当时传闻的价格是33.5亿美元。Chewy最近上市，市值还超过130亿美元。</span></p>\n<p><span>朱莉·温赖特可能要说，背后有好金主爸爸多重要，Chewy是命好。</span></p>\n<p><b><span>“大妈”级创业者&nbsp;忍受无数讥笑和白眼</span></b></p>\n<p><img src=\"https://static.tigerbbs.com/7091300ff70c012d0f1e3dddc7f690b2\"></p>\n<p>上市前，The RealReal累计已获得2.88亿美元。</p>\n<p>其中，2018年 7月，The RealReal完成1.15亿美元G轮融资，私募基金PerellaWeinbergPartners旗下PWPGrowthEquity领投，参投方包括纽约私募基金SandbridgeCapital和现有投资方GreatHillPartners。</p>\n<p>朱莉·温赖特创办The RealReal是机缘巧合，也困难重重。</p>\n<p><img src=\"https://static.tigerbbs.com/b19527c1acf47f20b0a52ac18bb8f934\"></p>\n<p>有一次，朱莉·温赖特去旧金山一家高档女性时装店参观，她朋友拿着一条价值2000美元的裙子对温赖特说：“要知道，当你打扮得漂漂亮亮的，打交道的都是些老相识。所以，同一件衣服永远不能穿两次！”</p>\n<p>朱莉·温赖特也意识到，以前有好几条高档裙子，但穿了一次后就没机会再穿，只能以半价卖给了精品店。朱莉·温赖特意识到，如果打造一个值得信赖的二手服装销售平台应该是一个不错的主意。</p>\n<p>作为一个曾经屡战屡败的创业者，尤其是已50多岁的“大妈”级创业者来说，融资也不是一件融资的事情，朱莉·温赖特忍受了很多的讥笑和白眼。</p>\n<p>甚至有一次，一位风险投资人当众脱下了他的鞋，放在会议桌上，说：“这双鞋我已经穿了5年，你能帮我卖出去吗？”</p>\n<p>朱莉·温赖特应对这一切的法则是，“唯一的解决办法就是把事情做成，让那些曾经拒绝你的，漠视你的人感到羞耻。”</p>\n<p><img src=\"https://static.tigerbbs.com/75ce45ef3aa5f8b4d8a45b27c372a235\"></p>\n<pre><code>创始人Julie Wainwright和纳斯达克CEO Adena</code></pre>\n<p>朱莉·温赖特此次创业也吸取了<span>Pets.com</span>失败的一些教训，比如，The Realreal不像其他二手平台那样售卖牛仔裤、毛衣等物品，也不会像eBay<a href=\"https://laohu8.com/S/EBAY\">$(EBAY)$</a>那样无所不包，只专注于古驰（Gucci）和香奈儿等奢侈品牌。</p>\n<p>原因是，奢侈品均价都在250美元以上，遇上限量版，均价还能再高。The Realreal还开创了被无数人模仿的“闪购”模式。</p>\n<p>此外，The Realreal还特别注重专业鉴定，保证安全。在The Realreal员工中，很大一部分专门负责鉴定工作，包括不少顶级的宝石学家、钟表制造者、艺术品鉴定师和奢侈品专家鉴定物品。</p>\n<p>朱莉·温赖特认为，寻找的产品背后值得信赖的专家，是The Realreal业务脱颖而出的关键因素。</p>\n<p><img src=\"https://static.tigerbbs.com/2a0e57152c4968eebd21ffd48a9fe276\"></p>\n<p>此次The RealReal在IPO前，朱莉·温赖特持股为8.8%，并非是公司最大股东；第一大股东为Great Hill Partners，持股为14.7%。</p>\n<p>此外，Canaan IX, L.P.持股为13%，PWP Growth Equity持股为11%，InterWest Partners X, L.P.持股为9.9%，Greycroft持股为9%。</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>美国62岁老太卖“二手货”，公司市值超20亿美元</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; 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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美国62岁老太卖“二手货”，公司市值超20亿美元\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/52\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/f45a6cbcc8ec48a7a2f52177324d0c16);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">雷递 </p>\n<p class=\"h-time\">2019-06-28 23:03</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<p><img src=\"https://static.tigerbbs.com/3ac7235b3c4c5c17c16a4a66c0b75f02\"></p>\n<p>网红电商Revolve上市后，又一美国电商企业The RealReal<a href=\"https://laohu8.com/S/REAL\">$(REAL)$</a>上市。</p>\n<p><img src=\"https://static.tigerbbs.com/931d1424c3a96fd2b8d1202b1986a68a\"></p>\n<pre><code>The RealReal团队在纳斯达克大厦顶楼合影<br></code></pre>\n<p>The RealReal发行价为20美元，高于17-19美元的发行区间，发行1500万股，融资3亿美元。以发行价计算，The RealReal的市值约为17亿美元。</p>\n<p>The RealReal开盘价为28美元，较发行价大涨40%。此后，The RealReal进一步上涨，市值也突破了20亿美元。</p>\n<p><img src=\"https://static.tigerbbs.com/056c2ce0e6963d735bd47871261ed24e\"></p>\n<p>这家公司的创始人Julie Wainwright（朱莉·温赖特）不一般，今年已经62岁了，到今天创业已8年。而此前的经历非常的传奇。</p>\n<p><b>传奇人生：屡败屡战&nbsp;曾变“女屌丝”</b></p>\n<p><img src=\"https://static.tigerbbs.com/34033dfb5dc2031fe1874315f0a3a2b9\"></p>\n<p>在54岁之前，朱莉·温赖特的人生，可以用一个惨来形容。</p>\n<p>朱莉·温赖特曾模仿亚马逊<a href=\"https://laohu8.com/S/AMZN\">$(AMZN)$</a>创办一家名为Pets.com的宠物网站，还上市，但运营了仅仅20个月就倒闭，成为有史以来寿命最短的上市公司。</p>\n<p>在Pets.com倒闭的那天——2000年11月8日凌晨4点，几个月里承受着巨大压力的她被丈夫叫醒，说要离婚。</p>\n<p>朱莉·温赖特此后一早就回到公司，遣散了100多名员工并关门歇业。</p>\n<p><img src=\"https://static.tigerbbs.com/ce4b7575d4a3473ef5e88a9437d26b3f\"></p>\n<pre><code>创始人Julie Wainwright在纳斯达克敲钟台前</code></pre>\n<p>在Pets.com风光之时，朱莉·温赖特被誉为“商业奇才”，获得无数赞誉。但Pets.com 倒闭后，成嘲笑的靶子，还被评为当时“十大最差的CEO”之一。</p>\n<p>这之前，朱莉·温赖特曾到初创公司Berkeley Systems担任CEO ，但没两年公司裁员三分之一，连她自己也被裁员；朱莉·温赖特又到Reel.com的公司当经理，这家公司又被Hollywood Video收购。</p>\n<p>可以说，54岁之前的朱莉·温赖特是走哪哪倒，做什么也没成，Pets.com的创业失败，还让她从“白富美”变成“女屌丝”。</p>\n<p>不过，54岁后，朱莉·温赖特凭着坚韧不拔的精神，硬是经过8年奋斗，做成The RealReal这样一家上市企业，又东山再起。</p>\n<p><b>去年亏损7576万美元</b></p>\n<p><img src=\"https://static.tigerbbs.com/f05e3417a96ce5da96dc6bceefdb2058\"></p>\n<p>据介绍，The RealReal创办于2011年，是美国最大的二手奢侈品网上寄售平台，业务以寄售二手高档手袋、服装、珠宝和手表为主。</p>\n<p>The RealReal平台的产品涵盖Gucci、Chanel、Hermès、Prada和 Cartier等众多知名奢侈品牌。</p>\n<p>The RealReal在2018年的GMV是7.1075亿美元，2019年第一季度的GMV为2.24亿美元，上年同期为1.58亿美元。</p>\n<p><img src=\"https://static.tigerbbs.com/791e277d0705827740e89b1bff8542ce\"></p>\n<p>The RealReal在2018年的活跃买家为41.6万人，2019年第一季度的活跃买家为4.56万人，上年同期为32.6万人。</p>\n<p><img src=\"https://static.tigerbbs.com/a15d9cb1e31bffdbd53a6e6af0b834ed\"></p>\n<p>The RealReal在2018年的营收为2.07亿美元，较2017年的1.34亿美元有大幅提升；2018年净亏为7576万美元，2017年的净亏损为5230万美元。</p>\n<p>The RealReal在2019年第一季营收为6925万美元，上年同期4646万美元；2019年第一季净亏为2322万美元，上年同期为净亏损1410万美元。</p>\n<p>The RealReal看起来也很难盈利。当年Pets.com也存在这个问题：几袋狗粮才50美元，还得搭上高额运费，根本没法盈利。</p>\n<p>当年，正值互联网热潮，Pets.com一炮而红，亚马逊狂砸6000万美元投资，美林证券担任其IPO交易承销商，通过IPO交易融资了1.1亿美元。</p>\n<p>有了钱，Pets.com还壕到花200万美元在超级碗上打广告。但遇到互联网泡沫破灭，Pets.com最终还是倒闭。</p>\n<p>作为创始人的朱莉·温赖特咽不下这口气，曾创办了一家提供女性健康指导的初创公司，也因经济衰退冲击而倒闭。好在这个创始人一直屡败屡战。</p>\n<p><span>要说美国宠物电商Chewy是Pets.com之后的后起之秀，创办于2011年，一直也是亏损，2018年还亏了2.67亿美元。</span></p>\n<p><img src=\"https://static.tigerbbs.com/543d12391846f2133cbee3608c4646e3\"></p>\n<p><span>但2017年4月，美国宠物用品零售商PetSmart收购了Chewy，当时传闻的价格是33.5亿美元。Chewy最近上市，市值还超过130亿美元。</span></p>\n<p><span>朱莉·温赖特可能要说，背后有好金主爸爸多重要，Chewy是命好。</span></p>\n<p><b><span>“大妈”级创业者&nbsp;忍受无数讥笑和白眼</span></b></p>\n<p><img src=\"https://static.tigerbbs.com/7091300ff70c012d0f1e3dddc7f690b2\"></p>\n<p>上市前，The RealReal累计已获得2.88亿美元。</p>\n<p>其中，2018年 7月，The RealReal完成1.15亿美元G轮融资，私募基金PerellaWeinbergPartners旗下PWPGrowthEquity领投，参投方包括纽约私募基金SandbridgeCapital和现有投资方GreatHillPartners。</p>\n<p>朱莉·温赖特创办The RealReal是机缘巧合，也困难重重。</p>\n<p><img src=\"https://static.tigerbbs.com/b19527c1acf47f20b0a52ac18bb8f934\"></p>\n<p>有一次，朱莉·温赖特去旧金山一家高档女性时装店参观，她朋友拿着一条价值2000美元的裙子对温赖特说：“要知道，当你打扮得漂漂亮亮的，打交道的都是些老相识。所以，同一件衣服永远不能穿两次！”</p>\n<p>朱莉·温赖特也意识到，以前有好几条高档裙子，但穿了一次后就没机会再穿，只能以半价卖给了精品店。朱莉·温赖特意识到，如果打造一个值得信赖的二手服装销售平台应该是一个不错的主意。</p>\n<p>作为一个曾经屡战屡败的创业者，尤其是已50多岁的“大妈”级创业者来说，融资也不是一件融资的事情，朱莉·温赖特忍受了很多的讥笑和白眼。</p>\n<p>甚至有一次，一位风险投资人当众脱下了他的鞋，放在会议桌上，说：“这双鞋我已经穿了5年，你能帮我卖出去吗？”</p>\n<p>朱莉·温赖特应对这一切的法则是，“唯一的解决办法就是把事情做成，让那些曾经拒绝你的，漠视你的人感到羞耻。”</p>\n<p><img src=\"https://static.tigerbbs.com/75ce45ef3aa5f8b4d8a45b27c372a235\"></p>\n<pre><code>创始人Julie Wainwright和纳斯达克CEO Adena</code></pre>\n<p>朱莉·温赖特此次创业也吸取了<span>Pets.com</span>失败的一些教训，比如，The Realreal不像其他二手平台那样售卖牛仔裤、毛衣等物品，也不会像eBay<a href=\"https://laohu8.com/S/EBAY\">$(EBAY)$</a>那样无所不包，只专注于古驰（Gucci）和香奈儿等奢侈品牌。</p>\n<p>原因是，奢侈品均价都在250美元以上，遇上限量版，均价还能再高。The Realreal还开创了被无数人模仿的“闪购”模式。</p>\n<p>此外，The Realreal还特别注重专业鉴定，保证安全。在The Realreal员工中，很大一部分专门负责鉴定工作，包括不少顶级的宝石学家、钟表制造者、艺术品鉴定师和奢侈品专家鉴定物品。</p>\n<p>朱莉·温赖特认为，寻找的产品背后值得信赖的专家，是The Realreal业务脱颖而出的关键因素。</p>\n<p><img src=\"https://static.tigerbbs.com/2a0e57152c4968eebd21ffd48a9fe276\"></p>\n<p>此次The RealReal在IPO前，朱莉·温赖特持股为8.8%，并非是公司最大股东；第一大股东为Great Hill Partners，持股为14.7%。</p>\n<p>此外，Canaan IX, L.P.持股为13%，PWP Growth Equity持股为11%，InterWest Partners X, L.P.持股为9.9%，Greycroft持股为9%。</p>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/ce4b7575d4a3473ef5e88a9437d26b3f","relate_stocks":{},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1906154569","content_text":"网红电商Revolve上市后，又一美国电商企业The RealReal$(REAL)$上市。\n\nThe RealReal团队在纳斯达克大厦顶楼合影\nThe RealReal发行价为20美元，高于17-19美元的发行区间，发行1500万股，融资3亿美元。以发行价计算，The RealReal的市值约为17亿美元。\nThe RealReal开盘价为28美元，较发行价大涨40%。此后，The RealReal进一步上涨，市值也突破了20亿美元。\n\n这家公司的创始人Julie Wainwright（朱莉·温赖特）不一般，今年已经62岁了，到今天创业已8年。而此前的经历非常的传奇。\n传奇人生：屡败屡战 曾变“女屌丝”\n\n在54岁之前，朱莉·温赖特的人生，可以用一个惨来形容。\n朱莉·温赖特曾模仿亚马逊$(AMZN)$创办一家名为Pets.com的宠物网站，还上市，但运营了仅仅20个月就倒闭，成为有史以来寿命最短的上市公司。\n在Pets.com倒闭的那天——2000年11月8日凌晨4点，几个月里承受着巨大压力的她被丈夫叫醒，说要离婚。\n朱莉·温赖特此后一早就回到公司，遣散了100多名员工并关门歇业。\n\n创始人Julie Wainwright在纳斯达克敲钟台前\n在Pets.com风光之时，朱莉·温赖特被誉为“商业奇才”，获得无数赞誉。但Pets.com 倒闭后，成嘲笑的靶子，还被评为当时“十大最差的CEO”之一。\n这之前，朱莉·温赖特曾到初创公司Berkeley Systems担任CEO ，但没两年公司裁员三分之一，连她自己也被裁员；朱莉·温赖特又到Reel.com的公司当经理，这家公司又被Hollywood Video收购。\n可以说，54岁之前的朱莉·温赖特是走哪哪倒，做什么也没成，Pets.com的创业失败，还让她从“白富美”变成“女屌丝”。\n不过，54岁后，朱莉·温赖特凭着坚韧不拔的精神，硬是经过8年奋斗，做成The RealReal这样一家上市企业，又东山再起。\n去年亏损7576万美元\n\n据介绍，The RealReal创办于2011年，是美国最大的二手奢侈品网上寄售平台，业务以寄售二手高档手袋、服装、珠宝和手表为主。\nThe RealReal平台的产品涵盖Gucci、Chanel、Hermès、Prada和 Cartier等众多知名奢侈品牌。\nThe RealReal在2018年的GMV是7.1075亿美元，2019年第一季度的GMV为2.24亿美元，上年同期为1.58亿美元。\n\nThe RealReal在2018年的活跃买家为41.6万人，2019年第一季度的活跃买家为4.56万人，上年同期为32.6万人。\n\nThe RealReal在2018年的营收为2.07亿美元，较2017年的1.34亿美元有大幅提升；2018年净亏为7576万美元，2017年的净亏损为5230万美元。\nThe RealReal在2019年第一季营收为6925万美元，上年同期4646万美元；2019年第一季净亏为2322万美元，上年同期为净亏损1410万美元。\nThe RealReal看起来也很难盈利。当年Pets.com也存在这个问题：几袋狗粮才50美元，还得搭上高额运费，根本没法盈利。\n当年，正值互联网热潮，Pets.com一炮而红，亚马逊狂砸6000万美元投资，美林证券担任其IPO交易承销商，通过IPO交易融资了1.1亿美元。\n有了钱，Pets.com还壕到花200万美元在超级碗上打广告。但遇到互联网泡沫破灭，Pets.com最终还是倒闭。\n作为创始人的朱莉·温赖特咽不下这口气，曾创办了一家提供女性健康指导的初创公司，也因经济衰退冲击而倒闭。好在这个创始人一直屡败屡战。\n要说美国宠物电商Chewy是Pets.com之后的后起之秀，创办于2011年，一直也是亏损，2018年还亏了2.67亿美元。\n\n但2017年4月，美国宠物用品零售商PetSmart收购了Chewy，当时传闻的价格是33.5亿美元。Chewy最近上市，市值还超过130亿美元。\n朱莉·温赖特可能要说，背后有好金主爸爸多重要，Chewy是命好。\n“大妈”级创业者 忍受无数讥笑和白眼\n\n上市前，The RealReal累计已获得2.88亿美元。\n其中，2018年 7月，The RealReal完成1.15亿美元G轮融资，私募基金PerellaWeinbergPartners旗下PWPGrowthEquity领投，参投方包括纽约私募基金SandbridgeCapital和现有投资方GreatHillPartners。\n朱莉·温赖特创办The RealReal是机缘巧合，也困难重重。\n\n有一次，朱莉·温赖特去旧金山一家高档女性时装店参观，她朋友拿着一条价值2000美元的裙子对温赖特说：“要知道，当你打扮得漂漂亮亮的，打交道的都是些老相识。所以，同一件衣服永远不能穿两次！”\n朱莉·温赖特也意识到，以前有好几条高档裙子，但穿了一次后就没机会再穿，只能以半价卖给了精品店。朱莉·温赖特意识到，如果打造一个值得信赖的二手服装销售平台应该是一个不错的主意。\n作为一个曾经屡战屡败的创业者，尤其是已50多岁的“大妈”级创业者来说，融资也不是一件融资的事情，朱莉·温赖特忍受了很多的讥笑和白眼。\n甚至有一次，一位风险投资人当众脱下了他的鞋，放在会议桌上，说：“这双鞋我已经穿了5年，你能帮我卖出去吗？”\n朱莉·温赖特应对这一切的法则是，“唯一的解决办法就是把事情做成，让那些曾经拒绝你的，漠视你的人感到羞耻。”\n\n创始人Julie Wainwright和纳斯达克CEO Adena\n朱莉·温赖特此次创业也吸取了Pets.com失败的一些教训，比如，The Realreal不像其他二手平台那样售卖牛仔裤、毛衣等物品，也不会像eBay$(EBAY)$那样无所不包，只专注于古驰（Gucci）和香奈儿等奢侈品牌。\n原因是，奢侈品均价都在250美元以上，遇上限量版，均价还能再高。The Realreal还开创了被无数人模仿的“闪购”模式。\n此外，The Realreal还特别注重专业鉴定，保证安全。在The Realreal员工中，很大一部分专门负责鉴定工作，包括不少顶级的宝石学家、钟表制造者、艺术品鉴定师和奢侈品专家鉴定物品。\n朱莉·温赖特认为，寻找的产品背后值得信赖的专家，是The Realreal业务脱颖而出的关键因素。\n\n此次The RealReal在IPO前，朱莉·温赖特持股为8.8%，并非是公司最大股东；第一大股东为Great Hill Partners，持股为14.7%。\n此外，Canaan IX, L.P.持股为13%，PWP Growth Equity持股为11%，InterWest Partners X, L.P.持股为9.9%，Greycroft持股为9%。","news_type":1},"isVote":1,"tweetType":1,"viewCount":2022,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":907676419,"gmtCreate":1561736545131,"gmtModify":1704702631701,"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,"idStr":"3496175172765502","authorIdStr":"3496175172765502"},"themes":[],"htmlText":"这篇文章不错，转发给大家看","listText":"这篇文章不错，转发给大家看","text":"这篇文章不错，转发给大家看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/907676419","repostId":"1157791233","repostType":4,"repost":{"id":"1157791233","weMediaInfo":{"introduction":"为用户提供金融资讯、行情、数据，旨在帮助投资者理解世界，做投资决策。","home_visible":1,"media_name":"老虎资讯综合","id":"102","head_image":"https://static.tigerbbs.com/8274c5b9d4c2852bfb1c4d6ce16c68ba"},"pubTimestamp":1561733678,"share":"https://www.laohu8.com/m/news/1157791233?lang=&edition=full","pubTime":"2019-06-28 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},"isVote":1,"tweetType":1,"viewCount":2565,"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,"idStr":"3496175172765502","authorIdStr":"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":"$猎豹移动(CMCM)$ 只有更低，没有最低","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/907195213","isVote":1,"tweetType":1,"viewCount":1953,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":907953587,"gmtCreate":1561510161749,"gmtModify":1704702076183,"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,"idStr":"3496175172765502","authorIdStr":"3496175172765502"},"themes":[],"htmlText":"鹿死谁手，看好戏","listText":"鹿死谁手，看好戏","text":"鹿死谁手，看好戏","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/907953587","repostId":"1906533264","repostType":4,"isVote":1,"tweetType":1,"viewCount":1715,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":907011574,"gmtCreate":1561420581398,"gmtModify":1704701896857,"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,"idStr":"3496175172765502","authorIdStr":"3496175172765502"},"themes":[],"htmlText":"哈哈","listText":"哈哈","text":"哈哈","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/907011574","repostId":"904559404","repostType":1,"repost":{"id":904559404,"gmtCreate":1561127625908,"gmtModify":1704701567466,"author":{"id":"3475065244298962","authorId":"3475065244298962","name":"孙泽坤","avatar":"https://static.tigerbbs.com/88332ebe84f7971326bb714aa2c9fdef","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3475065244298962","authorIdStr":"3475065244298962"},"themes":[],"htmlText":"$Beyond 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再怎么挣扎也是下跌趋势","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/904559404","isVote":1,"tweetType":1,"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":1143,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":904430416,"gmtCreate":1561160936835,"gmtModify":1704701627587,"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,"idStr":"3496175172765502","authorIdStr":"3496175172765502"},"themes":[],"htmlText":"这篇文章不错，转发给大家看","listText":"这篇文章不错，转发给大家看","text":"这篇文章不错，转发给大家看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/904430416","repostId":"901908223","repostType":1,"repost":{"id":901908223,"gmtCreate":1557387648862,"gmtModify":1704802452226,"author":{"id":"3489725211341675","authorId":"3489725211341675","name":"英为财情","avatar":"https://static.laohu8.com/90beb74040cb78811d8df6ccd44be346","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3489725211341675","authorIdStr":"3489725211341675"},"themes":[],"title":"美国“微信支付宝”大战：PayPal和Square高下已分？","htmlText":"#财报知多少# 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