The Post-90S Girls From Shanghai And Guangzhou Have Become The Main Force Of Second-Hand Luxury Goods

Second hand luxury goods are sweeping in

As a post-90s girl who works hard in Beijing, Shanghai and Guangzhou, it's hard not to be moved to see Chanel and Gucci's bags in the luxury window every time she goes shopping with her friends.

But the price let her stop. The price of a bag in the exclusive store is as high as 30000-50000 yuan. If she works for three months without eating or drinking, she can't save this number.

The budget is not enough wood, eyes on the luxury second-hand platform, this call "found treasure" directly.

On the second-hand platform, the price of the same chanel bag is less than one fifth of that of the genuine one. Moreover, the appearance of chanel bag is almost the same as that of the exclusive store, but the label is a little worn and the outer package is a little dusty.

Indeed, more and more young people no longer reject second-hand luxury goods, they have become the main force of second-hand luxury goods.

On the one hand, second-hand luxury can help them save a lot of money, and there is no pressure to buy them; On the other hand, it doesn't matter if the style is not up to date. After all, fashion is a cycle, and "retro" is also a trend.

According to the data, from 2016 to 2020, the market scale of China's second-hand luxury goods industry has increased from 2.85 billion yuan to 17.3 billion yuan, and has maintained a double-digit growth rate. It is estimated that by 2025, China's second-hand luxury market will reach about 34.8 billion yuan.

In July, the national development and Reform Commission and other departments jointly issued the "14th five year plan" circular economy development plan to encourage the "Internet + second-hand" mode and standardize the development of second-hand commodity market.

At present, the mainstream second-hand luxury platforms in China include Feiyu, panghu and hongbrin, but shuoyin and Kuaishou are obviously not defeated. They have begun to have their own development achievements in the e-commerce platform.

For this huge market, the war between giants will start again!

A new war between Shuo Yin's fast hands

In recent years, the scale of China's second-hand trading market is constantly expanding, and now the scale of the second-hand trading market has reached more than trillion yuan.

In the past two years, the two major short video giants, Shuo Yin Kuai, have tasted the sweetness brought by live e-commerce. Consumers can see the products with their own eyes and increase their sense of trust. The rise of second-hand luxury goods is also in line with the environment of live e-commerce.

The "commodity auction" function was tested in the previous period of time. Some merchants from the shaking tone e-commerce platform were invited to participate in the internal test of the commodity auction function. The second-hand luxury goods were also one of the merchants in the internal test.

In July, the twitter platform launched the "ershe chaou attitude" activity, with the slogan: "young people have more attitude choices." Encourage creators to publish their works to win awards and coupons.

The main route of twitter e-commerce is: content support + precision users. No matter what type of market, traffic is always king. With fertile flow soil, shaking sound is nourishing a class of high-quality content trees.

The topic of "Shuo Yin" and "Er she Chao" has reached 30 million broadcasting volume, and many excellent works have emerged, which coincides with the growth of tremolo by content.

A luxury appraiser released his works. He combined luxury topic with typhoon. It was raining heavily outside. Some luxury bags could not be exposed to the rain, or they would leave traces. Several girls put the bags into plastic bags and carefully protected them.

As soon as this video came out, it triggered a heated discussion on luxury goods: "is it your backpack or your back?"“ My bags are used to keep out the rain. "

Not only that, but the people on the platform are also in line with the second-hand luxury market.

According to the 2020 Research Report on the development of China's second-hand luxury market, the main consumers of second-hand luxury goods are people aged 24-36, accounting for 51%, and those born in the 1990s and after 00 account for 24%, that is, young people account for more.

Looking at the overall user portraits of tremolo, 30% of the first and second-line people are in line with the luxury market, and the overall age of tremolo is under 35, which is roughly consistent with the target group of luxury goods.

Shuo Yin has made great achievements in ershe. In 2020, the Gmv of ershe category will reach about 3 billion, and almost all the mature second-hand luxury merchants will settle in the platform. This year, the KPI of ershe category will be raised to 5 billion + Gmv.

As early as September last year, kuaihou e-commerce started a second-hand luxury investment promotion plan to recruit qualified second-hand luxury merchants and anchors from the whole platform.

In June this year, the first "ershe idle good things Festival" was launched one month before the "ershe super u attitude" activity.

The hindrance of the second-hand luxury goods is that consumers are difficult to distinguish the authenticity of the goods, and their distrust of the second-hand luxury goods greatly reduces the consumption intensity of the masses.

In order to dispel the concerns of the masses, fast e-commerce focuses more on "trust", from the establishment of "people to people" trust, and then to the establishment of "people and goods" trust.

Fast e-commerce establishes a strong trust mode of real social networking, which makes the community more real. The rating ratio of other short video platforms is 40:1, while that of Kuaishou is 15:1. Bloggers' staffing is more stereoscopic and has a strong social community attribute.

Fast bloggers build trust with users first. Bloggers output interesting and practical content to create human settings. Users will trust bloggers more in the bottom of their hearts.

Secondly, the trust between users and products is established. The measures such as the gold system, the parameter report of second-hand goods and the test results of authentic products launched by the express platform are all aimed at improving the trust of users.

The real social interaction has created the "old iron economy" on the fast hand. The buyback rate is quite high, and the user's sense of trust has laid a foundation for the transaction of second-hand luxury goods.

On June 29, this year, the "two luxury Limited good things Festival" held by fast e-commerce proved this point.

The transaction volume of the event exceeded 8 million, the total number of viewers exceeded 4.63 million, the average customer price was 8696 yuan, and the price of * * commodity reached 219000! Once again, it shows the strong consumption power of the fast hand old irons.

"In the past two months, fast hand second-hand luxury goods have maintained a monthly growth rate of 150% month on month. Different from other platforms, ordinary old iron people can also make money here," said the person in charge of second-hand luxury goods of express e-commerce

The one who establishes consumer trust first gets the right to speak

Many young people who have a strong desire to consume but can't keep up with their earning power want to have a luxury piece, so that they can walk on the street with their heads held high.

But the price of brand-new luxury goods is too expensive, so they focus on the second-hand luxury goods. As this group grows larger and larger, it also gives birth to an industrial chain.

Second hand luxury cake, everyone wants to have a bite.

There are already giants in the second-hand e-commerce market. The second-hand market share of the second-hand market has been occupied by transfer and idle fish. The advantages of the head integrated platform are more prominent, leaving a narrow space for tremolo express.

But on the contrary, with the blessing of the blogger, through the outlet of the live broadcast of e-commerce, and the intuitive picture of live broadcast, some problems of mistrust can be solved.

In view of the problem of counterfeit goods, "2020 China's second-hand luxury market development research report" shows that since 2017, only more than 30% of all the goods identified by YouSHE Yipai are genuine, and the rate of genuine products is still declining year by year.

As of 2019, the comprehensive quality rate is 33.6%, which is 4% lower than that three years ago.

In this way, there is still a lot of room for the development of second-hand luxury goods, especially in the area of industry norms. As long as the problem of fake goods is not solved, consumers can not really feel at ease.

For the giants, who first solve the problem of fake goods and consumer trust, who can get the voice of the second-hand luxury industry.