After the epidemic, many luxury brands have increased their prices several rounds a year, and from the perspective of the number of increases, buying luxury goods seems to be a good way to preserve and increase the value of assets.
(A popular passage on the Internet)
But specific to the practical level, whether the luxury goods you buy can really preserve their value, in the end, you still have to go to the second-hand market to be tested and find out the "real body". So, in today's domestic fashion second-hand market, which brands, which categories, which products are the most popular and can bear the price? The "Second-hand Fashion Consumption List for the Second Half of 2021" released by Red Brin, a leading domestic second-hand fashion platform, on January 10 may bring us some enlightenment.
Red Brin's "Second-hand Fashion Consumption List in the Second Half of 2021" analyzes the characteristics of users in second-hand fashion consumption in the second half of last year from multiple dimensions such as users' favorite second-hand luxury brands, domestic brands, designer brands, the characteristics of goods consigned and purchased by users in different cities, the consumption decision-making power of users of different genders, and the consumption of the sinking market.
GUCCI became the king of traffic among luxury brands
COACH is also not to be underestimated
Which brand is the king of traffic in the second-hand market? Red Brin's "Second-hand Fashion Consumption List in the Second Half of 2021" shows that from the search volume, the top ten fashion brands that users love the most are as follows:
At the top of the search ranking is GUCCI, which surpassed LOUIS VUITTON in second place and CHANEL in third place to become the king of second-hand luxury goods in the second half of 2021.
In fifth place is CELINE. In the past two years, Hedi Slimane has created many Internet celebrity hits for CELINE, whether it is the design of the single product or the style of wearing, it is highly sought after by fashionable young girls, and this ranking CELINE is well deserved.
As the king of cost performance in handicraft leather goods, Spanish brand LOEWE has become more and more demanding in the second-hand market, and search volume has continued to rise in the second half of the year, ranking ninth. PRADA, BURBERRY and DIOR are three classic fashion brands that rank sixth, seventh and tenth respectively.
It is worth mentioning that COACH and MCM, the two originators of light luxury brands that provide thousands of yuan of entry-level handbags, have jumped into the top 10 list of users' favorite brands with high second-hand cost performance, and COACH even ranks fourth, and the traffic should not be underestimated. This ranking may provide a guide for young girls to buy light luxury bags.
LOUIS VUITTON
NEVERFULL is the hottest item in the second-hand market
From the perspective of individual products, the "Second-hand Fashion Consumption List in the Second Half of 2021" shows that LOUIS VUITTON's NEVERFULL, SPEEDY, PAPILLON, NO, ALMA five handbags, Gucci's GG Marmont, Dionysus two handbags, and CHANEL's CLASSIC FLAP These eight items have become the most popular "single product society cow" in the second half of the year. In particular, LOUIS VUITTON is the brand with the most purchases by users.
Each of the above is the most classic and famous hot item in the fashion industry, and some even need to be queued to buy it, and it is completely unexpected to be on the list.
Erdos became the most valuable Chinese brand
In recent years, the consumption of domestic goods has gradually become a new consumption boom, and this consumption trend is also reflected in the second-hand fashion market, and the acceptance of second-hand products has also extended to domestic products. Judging from the big data of the Red Brin platform, in the second half of this year, the user's enthusiasm for domestic brands has increased significantly, and "domestic products have broken defense" has become another upsurge in second-hand fashion consumption.
In this context, in the "Second-hand Fashion Consumption List in the Second Half of 2021", not only are foreign big names occupying the list, but some excellent Chinese brands have also become fragrant and occupy a place in the second-hand market.
According to the "Second-hand Fashion Consumption List in the Second Half of 2021", Erdos, MO&Co., and Laomiao Gold are the three most preferred national goods brands by users. Other Chinese brands that appear on the list are JORYA, ICICLE, Chow Tai Fook, JNBY, Comme Moi and DISSNONA, IMI.
With the continuous rise of the personalized Chinese designer brand team, the purchase of personalized fashion items in the designer brand has become the shopping habit of this young people, and many of the goods under the designer brand have become the must-have items in the wardrobe of young people. In this survey, YVMIN, OOAK, Short Sentence, CHINCHIN, and Rfactory five Chinese designer brands were on the top 5 list of Chinese designer brands, and these five brands have three accessory brands and one handbag brand, which also shows that young people pay attention to accessories.
Beijingers love to consign shoulder bags
Shanghainese love to resell accessories
The list also shows through big data surveys that consumers in different cities have obvious differences in their choice of goods.
For example, beijing commuting time is very long, and in the capital city of congestion and volume, the most consignment is a shoulder bag that facilitates commuting.
In Shanghai, which is exquisite to the bone, accessories are definitely an indispensable finishing touch in the fashion of magic girls, so the survey shows that the single product that magic users sell the most is accessories.
The most popular in Shenzhen is the skirt, which must be related to their hot climate!
Hangzhou girls are known for their gentleness, and the most they shoot is a delicate and petite Mini bag like Jiangnan Water Town.
At the same time, this generation of young people also love to buy and buy, and the shopping preferences of users in different cities are different. For example, Chengdu people who dare to wear a tide love to buy cross-body bags; in Hangzhou, the city of Internet celebrities, the "exquisite family" loves to buy necklaces; and in Guangzhou, everyone loves to buy watches, it is said that they are embarrassed to say that they are Cantonese people when they go out without wearing watches; and in Beijing, everyone's favorite thing to buy is a shoulder bag.
Girls pay faster than boys
In the matter of payment speed, women who are often labeled as entangled and grinding are faster than men! The survey shows that the average time for women to place orders is only 45 seconds, while men need 56s, I wonder if this is because the vast majority of household consumption power is in the hands of women?
In the purchase of a single variety, men and women are also very different, boys love to buy GUCCI thick head double G belt, while girls love to buy the hot LV SPEEDY.
Second-hand fashion consumption in the sinking market is hot
Six "extreme" consumption cities were born
Current economic trends and demographics show that the growth of disposable income and a wider range of products and services are benefiting more users in the sinking market, and China's sinking cities are becoming a new driving force for Consumption Growth in China.
Judging from the geographical data covered by the Red Bulin platform, users in the sinking markets such as Mohe in Heilongjiang, Chama Middle Street in Derge County, Ganzi Tibetan Autonomous Prefecture in Sichuan Province, Awati in Bachu County in Kashgar District of Xinjiang Uygur Autonomous Region, Gangmen Village in Jiyang District, Sanya City, Hainan Province, and Weiyuan Town, Changshun County, Qiannan Buyi and Miao Autonomous Prefecture in Guizhou Province, are actively embracing second-hand fashion, and six "extreme" consumer cities of second-hand fashion have been born.
It can be seen that the vigorous development of social media has made fashion more and more borderless, compared with mature and highly saturated first- and second-tier cities, the future sinking market may become an important front for second-hand fashion consumption.
In recent years, with the gradual standardization of the second-hand industry, young people have long been "happy with the new and not tired of the old". On the one hand, with the price of a single-hand product on the second-hand platform with a full body LOOK, why not; on the other hand, some classic items can only be found in the second-hand market, which also makes young people more and more addicted to the second-hand market to shop for goods. The above reasons are stimulating the circulation value of second-hand goods to be continuously released.
According to the "Research Report on China's Idle High-end Consumer Goods Retail Industry" released by iResearch, the market size of China's idle high-end consumer goods has grown from 16.2 billion in 2016 to 51 billion in 2020 with the blessing of live e-commerce, and it is expected that this figure will reach 208 billion yuan in 2025. At the same time, the stock of 2.87 trillion yuan of idle high-end consumer goods has also laid the foundation for the long-term development of the industry in the future.
The continuous heating up of the second-hand fashion consumer market and the increasing enthusiasm of users for second-hand consumption have driven the second-hand commodity trading platform to become hot. Whether it is the fashion second-hand market, or the new lifestyle of consumption in the second-hand market, it is worth paying attention to.