Source: Uncle Ni
In 21 years, Uncle Ni once asserted: The end of traffic is e-commerce, and the end of e-commerce is Xianyu.
Although they have all been verified one by one, Uncle Ni's original conjecture is still too conservative!
Xianyu is becoming a barometer and ballast stone for the entire consumer market.
In fact, we only need to briefly think about the current state of the consumer market, and everything is self-evident - the market is recovering, the material supply is abundant, and consumption is becoming more rational.
The abundant material supply is the result of the rapid development of the market for more than 40 years, which is manifested at the consumer level, that is, every family lacks nothing and can buy it anywhere;
The abundant material supply means that all walks of life have entered the era of stock game, and the more rational consumption means that even if the enthusiasm for chasing new products is not reduced, consumers are more stable.
Xianyu has opened up new incremental opportunities in the era of stock games.
So why is Xianyu able to make the water of the stock consumer market come alive, and is there any successful experience for friends to learn?
Yes, yes, yes, you can learn, but you don't necessarily learn.
1. Consumer market barometer, consumer trend amplifier
Let's take a look at two sets of data, one old and one new.
In 2020, two weeks before Apple's press conference, an average of 200,000 users per day were appraising old phones in Xianyu. Behind the valuation behavior is the willingness of consumers to buy new ones. Public data shows that between the two Apple conferences a year, at least 100,000 iPhones are sold in Xianyu;
In 2024, after the Xiaomi SU7 press conference, there will be a large number of resale orders on Xianyu, with each SU7 order rising by 150 to 6,000 yuan, and the founding version of the F code even has a premium of 1-30,000 yuan.
These two sets of data are not an isolated case, but the norm in the current consumer market.
In the market environment of extreme material saturation, more and more consumers will either sell before buying, trade in the old with the help of the traffic provided by Xianyu, or chase the new to achieve the market optimization and iteration of the brand.
The resale data on Xianyu during this period often indicates the trend of e-commerce consumption in the next six months, as mentioned above, the blowout sale of iPhones is the reason - selling is to buy again.
As a result, the sales of single products in circulation on Xianyu have unexpectedly become a trend map of the outbreak of new products. This is the most direct experience of Xianyu as a consumer trend amplifier.
Nowhere was this more evident than at the beginning of the year.
From the Spring Festival to the end of March, it is an opportunity period for the annual comprehensive and rapid growth of the Xianyu platform, during which a large number of users continue to return, driven by the demand for changing cities, starting to rent houses, starting school to find jobs and changing seasons, etc., silent users spontaneously return, and medium and low active users are becoming more and more active, and the platform activity and order volume will soar rapidly.
The data sold at the beginning of the year is often the clue that can most keenly reflect the new wishes and new visions of consumers, and during this period, the Xianyu platform has become the engine, fermentation place and amplifier of consumers' new wishes and visions.
The emergence of this situation has pushed Xianyu from the downstream of recycling to the upstream of consumption trends, occupying a vital ecological niche.
Looking at the consumption positions of other tracks - offline supermarkets and traditional e-commerce in the season promotion, Xianyu has shown a blowout of explosiveness and consumption vitality in the consumer market, which confirms the renewal of consumer groups, the iteration of consumption potential energy, and the migration of consumption positions.
Xianyu has truly become a barometer and ballast stone of the consumer market.
As a ballast stone, Xianyu's convenient selling mechanism provides a more stable bottom support for the consumer market, and also brings more security to the consumption demand of young people.
Uncle Ni has a colleague who loves to cook, and likes to experience all kinds of smart small kitchen appliances, air fryers, bread machines, ovens, ovens, etc., Xianyu provides an opportunity to experience it at a very low cost, to play and play, and from time to time you can also earn a premium, all of which are inseparable from the ecology of Xianyu's high-speed circulation.
From the perspective of market functions, Xianyu is equivalent to a secondary e-commerce market, and the development of the secondary e-commerce market is crucial to the prosperity of the primary e-commerce market, which is the value of ballast.
Whether it is buying, selling, saving, earning, Xianyu can well undertake the needs of consumers, in a sentence to summarize is: life can be more stable, there are "fish" in the edge of the swim - buy money to spend on the blade, buy more worthwhile; sell things to make money, throttle at the same time, open source their own life, increase passive income, and at the same time can clear the ashes and occupy the land.
In addition, it is worth mentioning that based on trading behavior, Xianyu can also derive other indicators - to determine which star is the most popular at the moment! By observing the celebrities' small cards, magazines, pillows, posters and other peripherals on the Xianyu platform - who has the highest premium and the deepest transaction depth, who is the top stream at the moment.
For such an idle fish, GMV has risen year by year, and the average daily transaction volume has won 1 billion. The latest data shows that in the past year, more than 100 million people have listed idle treasures in Xianyu, and 4 million idle items are released on Xianyu every day.
Among the more than 100 million users, the post-95 generation is an absolute activist, and last year alone, 30 million post-95 new users poured into Xianyu to buy, sell, save, earn and play in Xianyu.
2. The platform and users achieve each other, and open 110,000 lifestyles in Xianyu
When similar platforms were still pure e-commerce platforms, Xianyu took the lead in completing the community-based upgrade.
Behind the upgrade, young people vote with their feet, and with the help of the consensus that can make money in the provincial capital, they are condensed into an idle trading community.
Or take a colleague as an example, almost 80% of the things in the house are bought back from Xianyu, from brand new idle to ninety percent new ones that are only used a few times, almost all of them are good. This year, they decided to leave Hangzhou, so they sold everything on Xianyu again, and even made more than 1,000 yuan in and out.
Uncle Ni checked on social media, and his colleagues were not alone, but the consensus of young people to live their lives.
Before leaving, you have to sell, you have to buy after you settle down, and you have to return to blood before chasing the new, and all the demand will eventually fall on Xianyu, and then shock to the first-level e-commerce market through Xianyu.
In the hands of young people, there are 110,000 ways to open Xianyu, and on Xianyu, young people live 110,000 lives.
In this process, Xianyu and users achieve each other, young people unlock 110,000 possibilities of life in Xianyu, and Xianyu harvests rising GMV and more and more young user groups, and more importantly, it has precipitated a unique and irreproducible community culture.
Xianyu must have done something right in the middle, community culture can grow spontaneously, but large-scale amplification also needs the guidance of the platform.
For example, "Xianyu Fusu Ji".
3. Buckle the rhythm, grasp the hot spots, meet the needs of users and release more possibilities at the same time
As mentioned above, from the Spring Festival to the end of March, it is an opportunity period for the annual comprehensive and rapid growth of the Xianyu platform, with a large number of users returning during this period and a large number of needs emerging during this period. With the help of the "Xianyu Fusu Season", which covers buying, selling, playing, entertainment, short dramas, hot spots, etc., and spans before and after the Spring Festival, Xianyu leads the new year's lifestyle of young people to get rid of the old and welcome the new, save money and have fun.
The "Xianyu Fusu Season" has been launched in early February, which is the trough period of traffic around the Spring Festival, and it is also the trough period of trading demand.
Because this is the time when young people have the most leisure time - do you think, are you sitting at the workstation before the holiday?
During the Spring Festival, the traffic in the offline business district is the first position for the voice of "Xianyu Fusu Season". Xianyu saw the opportunity to dominate the eating, drinking and playing scenes of the Spring Festival in the core business districts of second- and third-tier cities, telling everyone that "Xianyu has made a lot of money during the Spring Festival".
With the mouths of the seven aunts and eight aunts, he explained the true meaning of saving money on idle fish.
The inspiration for this poster obviously comes from Xianyu's nuanced insight into life, and the seven aunts and eight aunts are paired with big flower wallpapers and age-filled clothes with half of each flower, which brings a particularly strong visual impact in the business district, which makes people shine and smile at the same time.
After the warm-up,The next step should be to promote the release,Xianyu once again keenly captured the psychology of young people "earning jackpots",Launched the concept of "opening a good fortune", "Earning jackpots for the whole people",Encourage users to hang out of idle fish,And launch the popular lottery exchange coupons、Online scratch card as a user incentive,Around the meaning of "earning jackpots" to attract users to participate in the release.
Offline is naturally inseparable from the cooperation of channels, Xianyu's "Opening Daji" series of platform light boxes appeared in Shanghai People's Square, Beijing International Trade Center, Hangzhou Fengqi Road, Changsha Wuyi Square, Guangzhou Zhujiang New Town and other major cities across the country to rework the core transfer subway stations, with a full screen of rich atmosphere to save the fatigue on the way to rework and commute in time.
The IP of "Xianyu Fusu Season" is like a bamboo, which not only meets the needs of users, but also deepens the habit binding of users to release idle treasures on Xianyu after the holiday, and lays a foundation for the future of the platform.
4. Activity is the form, and the emotional collision between the platform and the user is the core
A longitudinal analysis of "Xianyu Fusu Ji" shows that large-span activities are only a table and a visible form to the naked eye, and promoting release and trading is only a means, but not the core purpose.
In the second stage, "Xianyu Fusu Season" launched a lot of interactive gameplay, such as "Xianyu Turns Over and Fights for the First Prize", as well as Xianyu Turns Over and makes its own cool drama.
2024 is a blowout year for short dramas, and more and more young people regard short dramas as electronic mustard for dinner. As a gathering place for young people, Xianyu will naturally not miss it, and in the second stage of "Xianyu Fusu Season", combined with its own business, it launched the first customized cool drama "Mrs. Fu Opens the Whole Journey", telling the story of how the heroine made 2 billion yuan by relying on the Xianyu turning over system, opening all the way, tearing up the white moonlight, and fighting the story of the ex-husband of the boss.
This is the real earning, saving, playing, earning, saving, playing, the ammunition saved at the beginning of the year will return to the consumer market, to promote the prosperity of the primary e-commerce market. After a large-span excitement, consumption has formed a closed loop.
Therefore, Uncle Ni said: Xianyu has become the barometer and ballast stone of the consumer market. A large part of the consumption of the primary e-commerce market will eventually enter Xianyu to complete a new round of circulation, and Xianyu will digest the stock of the primary e-commerce market while promoting this round of circulation, and breed space for incremental development.
This is the ecological niche of Xianyu in the entire consumer market, which is worthy of our re-understanding and tasting.
After tasting and going, Uncle Ni found that the casual sentence "The end of traffic is e-commerce, and the end of e-commerce is Xianyu", which is the same as Xianyu, which has endured for a long time. Behind the immortality is the foundation of objective facts, the confirmation of the trend to the assertion, and the echo of the user's demand at the end of the traffic.
In recent years, there have been many discussions about what the end of traffic is, and under the wave of live broadcasts, everyone is more able to accept that the end of traffic is live broadcast, but live broadcast will eventually fall to the transaction, that is, e-commerce, so Uncle Ni thinks that in essence, the end of traffic is e-commerce.
But what is e-commerce? But these products cannot be piled up in the consumer's home forever, and the demand for circulation is natural.
In today's extremely saturated material and the accumulation of consumer goods at home, unless a product is broken, it will flow to Xianyu sooner or later, which is actually the optimal allocation of resources.
So the end of e-commerce is Xianyu.
Replace the same amount, in fact, it becomes: the end of the flow is idle fish.