Who is becoming the main user group?

According to the latest financial reports, the world -renowned second -hand fashion e -commerce The Realreal, Poshmark, and Thredup have increased in active users and overall income of the platform in the second quarter of this year.

Data Map: On March 4, 2020, local time, San Francisco, California, a local real store to be sold in the local Realreal store. Photo/Visual China

In the Chinese market, since 2020, due to the global epidemic, cross -border tourism and cross -border consumption scale have fallen sharply, and domestic luxury -related consumption popularity has continued to rise. Under the influence of the development of live e -commerce and frequent prices such as first -hand luxury goods, the scale of second -hand luxury goods markets has been further developed.

A report released by Ai Media Consultation shows that in 2020, the size of China's idle high -end consumer goods will be 2.87 trillion yuan, and it is expected that the scale will reach 3.89 trillion yuan by 2025.

Behind the second luxury transaction

A few days ago, the "Leisure Luxury Development Report in the First Half of 2022" released by the domestic second luxury trading platform Youyai Paida showed that the trading volume of idle luxury goods in my country in the first half of the year rose 14.3%year -on -year, and the identification single volume rose 21.67%year -on -year.

"From the perspective of domestic stocks, the scale of luxury goods that can be circulated in the hands of consumers has already exceeded 500 billion yuan, and presents about 20%of the high -speed growth trend of about 20%per year. This is the basis of the high -speed growth of the second luxury industry." Wang Tianchi, the founder and CEO of Yi Pa, told the reporter of China News that from the perspective of demand, market consumption upgrades have brought about improving the demand for luxury goods. Especially after the epidemic, consumption tends to be rational, and consumers pay more and more attention to cost -effectiveness, and also gradually increase the demand for the second luxury market.

According to Pang Bo, the co -founder and chief architect of Hongbolin, the huge luxury stock market in China and the influx of more young consumers constitute the active base for the second luxury transaction. The most typical of which is the development of the second luxury e -commerce. In the past few years, whether it is market size, investment and financing quantity, user growth, and model innovation, it has shown its great growth potential energy, which has led to the entire industry volume. develop.

The second -hand luxury e -commerce platform has risen rapidly in just a few years. To many people in the industry, it has largely benefited from the emergence of live broadcasts. With the development of online traffic channels such as Douyin Live, more people pay attention to the second luxury goods.

"For the second luxury e -commerce, the high cost performance, flexible supply chain, and the rise of young groups that focus on personal consumption have opened a new blue ocean for luxury consumption." Pangbo added the way to upgrade consumption upgrade in consumption upgrade In the context, consumer demand is also continuously extended, the demand for luxury or fashion consumption is becoming more and more diversified, and it has also made the second -hand luxury industry more active.

Data Figure: On June 6, 2022, a display cabinet for a second -hand luxury bag in Longhu Changzhangtian Street, Longhu, Beijing. Photo/Visual China

The main user group in the Y era and Z era

Who is becoming the main purchase group of second -hand luxury goods?

According to statistics from the forward -looking research institute, the second -hand luxury market has shown a very obvious trend of younger. The more accurate user portrait is "young women from 18 to 35 years old." However, with the rise of male face economy and changes in men's consumption concepts, the proportion of male second luxury buyers is also growing rapidly.

According to the portrait of the luxury trading user, the most contributed transaction volume in the first half of this year was the 16-25-year-old population, accounting for 54.8%. The post-00s featuring fashion trends are undoubtedly a great growth group. The 26-30 -year -old population accounts for 32.6%. This part of the group is basically the mainstay of the social workplace and has a certain economic foundation. In addition, in the trading user group, men account for 37%and women account for 64%. The concentrated distribution of 33%in the East China region is concentrated in regional analysis, followed by 19%in North China, and South China accounts for 15%. It is mainly concentrated in first -tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

According to Pang Bo, the typical user of the Red Bulin platform is a group of people who pursue a new and fashionable lifestyle. Everyone shares and circulates each other's likes, and pursues fashion and high -quality lives. Their understanding of cycle fashion is not just a single product, but also a lifestyle and attitude towards life. Among them, the Y generation (born from 1980-1995), the Z generation (born 1995-2009) is the main user group of Hongbolin, with a total proportion of nearly 90 %. Gradually expand.

Industry call for appraisal standardization

my country's second -hand luxury market has a huge development space, but there are many problems facing the industry, especially in second -hand luxury appraisal.

"China News" reporter learned in the interview that many domestic consumers have always had concerns about buying second -hand luxury goods, and in principle, major brands counters are not responsible for helping the second luxury consumers identify authenticity, so consumers buy it back to buy it back. Second -hand luxury goods always feel unsatisfactory.

Data Figure: On March 24, 2021, Beijing, a staff member of a luxury appraisal company was identifying the authenticity of the handbag. Photo/Visual China

"For the second luxury industry, identification, rating, and pricing are undoubtedly the most difficult bones, and it is also the decisive factor that affects the prosperity of the entire second -hand luxury industry. It is a key link to promote the standardization of the second luxury industry. The most important competitiveness of e -commerce. "Pang Bo told the reporter of" China News "," For the platform, standardization is also a reflection of basic service capabilities. "Jin Jing, the person in charge of the luxury creation of the Luxury Appraisal Center of the China Inspection Group, pointed out , Senior identification talents are relatively scarce, the system specifications are not yet in place, and they are not interested in identifying authenticity. These have largely hindered the development of the industry. How to achieve genuine protection, supervision, and sufficient supply is becoming a key link to seize the development of luxury and second -hand luxury industry.

From the perspective of the presence of the former Central Procuratorate, Jiang Bo, the current pain point of the second -hand luxury industry is the source of the second -hand luxury product that is difficult to trace the source of the goods during the transaction; the second is the current lack of unified identification standards in the industry. This requires the heading enterprises on the current market, such as Hongbulin, You luxury, and other market customers with a large number of market customers to take action to continuously improve the standard identification of the industry and the product identification database, etc., and implement data sharing of data sharing Essence

Jiang Bo also suggested that the Chinese inspection agencies with relevant national qualifications can be used as an endorsement, and the industry head enterprises can jointly build a trusted and reliable traceable data platform.

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