Image source @ Visual China
Wen 丨 e-commerce online, author 丨 Wang Xin, editor 丨 Si asked
Luxury goods have risen in price again.
LV just announced the price increase, the news of GUCCI price increase followed, "I already knew that I did not buy funds to buy bags, faster than my financial management." "Sisters, GUCCI has two days to raise prices in Japan, and only the 23rd in Europe, and it is still too late to get on the bus!" "Before, in order to buy LV before the price increase, I sold a few GUCCI that did not back, and as a result, GUCCI also rose, regretting that I died..."
On various social platforms, the discussion about the price increase of luxury goods is extremely hot. Luxury stores and counters are lined up in front of the long queue, but sorry, more young people have changed - set their sights on the second-hand luxury goods market: with the 40% discount of the counter, you can achieve the happiness of bag freedom, and you don't have to search for social fear to learn "how to not be afraid of the stage in luxury stores".
The influx of young people has made the second-hand luxury market boil over and become one of the hottest tracks in recent years. In 2021, second-hand luxury e-commerce platforms such as Fat Tiger, Concubine Fish, Only Second and Explosive Luxury have all obtained different rounds of financing from tens of millions to hundreds of millions, and star investment institutions such as Jingwei China and Legend Capital have also joined the second-hand luxury goods trading track.
01, 95 after buying a bag, transferred
Speaking of second-hand luxury goods trading, the "Milan Station", which originated in Hong Kong, is the earliest second-hand luxury goods trading platform in China, and has also opened chain stores into the mainland. Initially, most young people who want to buy second-hand luxury goods will go to these offline stores to buy luxury goods. However, with the advent of the Internet era, the main offline mode of Milan Station has also made it lose its right to speak.
With the emergence of the Internet era, it is the luxury vertical e-commerce represented by Secoo, and young people have also begun to try to buy second-hand luxury goods on the e-commerce platform, but because of the problem of the supply chain, this batch of e-commerce platforms has fallen into the dispute between the brand's authorization problem and the authenticity and falsity of the product, and gradually began to fall lonely.
After the rise, there are second-hand luxury e-commerce platforms in more segmented fields, which are more focused on the operation of second-hand luxury goods segments, such as Fat Tiger Technology, which focuses on luxury identification and recycling, and Feiyu, which relies on live e-commerce, which has won the attention of young consumers and the favor of capital.
There has also been a change in the consumption forms of second-hand luxury goods. Once purchased offline, to later place orders on platforms such as Siku, it has become an order at home through mobile phones, sitting and waiting for the courier to receive the goods. The consumption of second-hand luxury goods by young people is becoming simpler and simpler.
According to data from the Head Leopard Research Institute's "2021 China Second-Hand Luxury Industry Overview", more than 50% of second-hand luxury consumers are under the age of 30. Koala Haigou also said that more and more young people are beginning to enter the second-hand luxury goods market, and the post-95 and post-00s buying crowds are growing rapidly.
"Post-00s Luxury Bags" on the Little Red Book
The money that workers desperately save does not prevent themselves from buying a second-hand luxury bag – in a way, this is an enhanced version of the "lipstick effect": buying "cost-effective luxuries" in times of economic tension can provide comfort for consumers.
There are four reasons why young people choose to buy second-hand luxury goods:
Price. This generation of young people has made money, and they also know how to buy what they think is interesting at a more cost-effective price. The rise of new thinking has made second-hand platforms such as idle fish and turning around become another popular gathering place for contemporary young people to take the initiative to "Taobao". Lantern, a 26-year-old luxury enthusiast, told E-commerce Online, "Spending 10,000 yuan to buy a brand new bag is almost as good as spending 7,000 yuan to buy almost brand new, almost happy, and the latter is more cost-effective." ”
The rise of retro. Young people are more and more pursuing personalization, some second-hand "orphan" luxury goods with their own personality and taste labels, has become a social currency, "inadvertently" show their own orphan products, you can harvest a large number of envious eyes.
The "orphan bag" on the little red book
The rising price of luxury goods and the impact of the epidemic. In the past two years, luxury goods have risen in price, purchasing has been affected by the epidemic, and Haitao may be taxed for a long time to clear customs, which is not as convenient and fast as buying on the second-hand platform.
Luxury goods are lined up with "distribution". Luxury brands will control the shipment of popular products, maintain the stability of prices and the scarcity of products, if you want to buy popular products, running to the counter may only have the answer of "no goods", you can only obediently register in line to wait for goods. Some luxury goods will also require "distribution": if you want to buy a bag, you can buy enough other things before you can get the purchase qualification. Buy second-hand, do not have to queue for distribution, young workers who have worked hard for a day can sit and wait for the courier to arrive home as long as they lie in bed and place an order.
The price increase of luxury goods has also brought about the popularity of second-hand platform-related products. Many individual sellers on Idle Fish noted on the details page: "The brand price has increased, the price has been discounted, and the price has refused to bargain." A seller said that her bag hung for more than half a month, before only four or five people to inquire, but from the news of LV price increases to now, there have been more than thirty people to ask, "the official may not be able to buy, but the second-hand can be bought, plus everyone is also worried about whether the second-hand price will rise, just think of the first to start strong." ”
Young people who pursue cost-effectiveness, personalization and timeliness choose to buy second-hand, and the data of the second-hand e-commerce platform also confirms their purchasing power: in 2021's double eleven, the second-hand luxury e-commerce platform Red Bollinger sold in 16 minutes and the purchase amount exceeded 200 million yuan; the second-hand luxury goods business that was launched in the middle of last year, the turnover of the fourth quarter increased by 140% compared with the third quarter.
02, the old card fell, the new one was full
Siku, a once-established second-hand luxury e-commerce platform, is no longer the first choice of young people. Now Secoo has appeared a lot of home appliance digital, calligraphy and painting ornament products, although it advertises itself as a "high-end consumption platform", but let Secoo blur the positioning of the former "second-hand luxury e-commerce platform", coupled with supply chain problems and consumer trust crisis, Secoo fell before the second-hand luxury boom came.
Since 2008, nearly 40% of the world's luxury goods have been bought by Chinese, but the conversion ratio of new products and second-hand transactions is low, and there is currently only about 5% conversion rate, and the market size of second-hand luxury goods is about 4 trillion yuan.
Luxury bags, which have both "financial and collecting" attributes, are the most capable of triggering the "rush" trend of goods, which also allows young people who spend a small amount of money to do big things have guidelines when choosing their first luxury bags: value preservation and branding.
As a result, young people have set their sights on the classics and popular models of major brands in the second-hand market. Local second-hand luxury stores or medieval stores, once a limited purchase channel, and the Internet provides more choices, the current second-hand luxury market can be divided into several categories: one is idle fish, turn this kind of idle e-commerce platform, one is fat tiger, red Bollinger, concubine fish and other vertical platforms, and one is a comprehensive e-commerce platform, through cooperation with second-hand luxury merchants to settle in and sell.
Ru Sheng of Koala Haigou told "E-commerce Online" that there are two main types of second-hand luxury e-commerce platforms that are more professional:
One is the platform of red Bollinger, Concubine Fish, etc., which is a C2B2C model, providing a platform for transaction matching and institutional protection, will identify, clean and care for luxury bags consigned by sellers, and will also provide buyers with certain after-sales protection to earn commissions. However, the supply and quality of the platform depend on the sellers in the platform, and the ability to control the supply chain is relatively low.
The other type is platforms such as Koala Sea Purchase, inviting professional players to settle in and do the B2C model together. Japan's well-known medieval stores Big Black House and RECLO have a perfect second-hand luxury goods system, with special appraisal agencies, can find and screen out low-cost and high-quality goods, and then sell to buyers after care. The supply of such professional players is more high-quality, the ability to control the supply chain is relatively high, and the main product mode is the boutique model.
Across the sea from Japan, professional batch warehouse management, authoritative appraisal resource support and legal supervision have formed a relatively complete industrial chain, and its second-hand luxury goods market has accounted for 28% of the market size of the luxury goods industry.
Compared with the 5% market share of the domestic second-hand luxury goods market, there is still a long way to go.
03, trapped "crisis of trust"
In the hot second-hand luxury market, if young people want to order without worries, they can't get around the trust problem.
Lupo is the owner of an offline medieval store, she also said that the current counterfeiting business technology is becoming more and more realistic: "Some counterfeiters will also sign up for the training class of the identification agency, before our store almost received a fake, and finally from a letter engraving to see that it is not right, we who are more professional are almost deceived, let alone ordinary people." ”
Lupo also said that the most embarrassing thing about buying high imitation is that it took a period of time to find that it was a fake, the seller had already run away, the loss could not be recovered, and the person who bought the fake could only think that he was unlucky.
In addition to the C2C transaction model of platforms such as Idle Fish, the consignment mode done by professional second-hand luxury e-commerce platforms is roughly the same: C-end recycling, identification pricing, maintenance and storage, sales, and after-sales. The biggest problem is that the platform can not determine the source of goods, identification is crucial, but now that the fake goods process is getting better and better, I am afraid of "eye-wandering" moments. At the same time, luxury goods as a non-standard product, such as "a few into the new" such standards, almost all rely on the platform to customize.
Even the second-hand luxury e-commerce platform that claims to have a professional appraisal team cannot get rid of the "suspicion of fake goods". According to the "Research Report on the Development of China's Second-hand Luxury Goods Market (2021)" released by Youhao Yipai, in 2020, the comprehensive authenticity rate of the identification products of Youlu Yipai is 32.9%, and about 68% of the imitations are "one-eyed fake". The remaining 32% may circulate in the second-hand luxury market.
On the black cat complaint platform, there are many complaints about the sale of fakes on professional second-luxury e-commerce platforms such as red Bollinger and concubine fish, and more complaints are about quality problems, such as deliberately concealing defects and concealing that bags have been repaired.
Young people who carefully select second-hand luxury goods for themselves, even if they escape fakes, they can't escape the routines of merchants.
Lupo told "E-commerce Online" that some merchants will let second-hand luxury goods go to Japan to "take a bath" like Yangcheng Lake hairy crabs, and take advantage of consumers' trust in Japan's second-hand luxury market to increase the value of bags. In order to sell for a higher price, some merchants will secretly repair and cover up the problem. Even the second-hand luxury goods displayed in the live broadcast room have many routines, which are skillfully covered during the live broadcast, or a "tanuki cat for a prince" is shipped.
Lamp once consigned a bag that was only used twice through a platform, when she chose the platform pricing, did not expect the platform to set a very low price, deducting various discounts, coupons and up to 20% commission, to her hand of the money "low to the dust", she found that many people and themselves have the same experience, there are people's bags in the custody process of the problem, the platform did not give compensation. Since then, she has chosen to sell second-hand in idle fish or directly sell her bags to local reputable second-hand luxury stores.
Along with the "crisis of trust", there are also some people's reflections, more and more young people are investing in the second-hand luxury market, eating instant noodles and buying bags, is it really just to express "personality"? Or is consumerism subtly brainwashing young people?
In Sex and the City, Carrie, who owns 100 pairs of hundreds of dollars in luxury high heels, said this sentence: "Standing on high heels, I can see the whole world." Love will pass, but the shoes will always be there. But after the landlord decided to sell the house and let her move out, Carrie, when she consulted the bank for a loan to buy a house, found that her bank savings were less than four figures, and it was difficult to pay a down payment of tens of thousands of dollars, and she said with a complicated expression: "I spent 40,000 yuan to buy shoes, but there was no place to live." ”
Many times, what young people need may not be a luxury.