Reporter | Chen Qirui
Edit | Lou Shuqin
Recently, the commercial news self-media "Open Pineapple Finance" published an article exposing the second-hand luxury goods trading platforms such as Concubine Fish, Heart and Fat Tiger Luxury Goods injecting water into the live broadcast, and there is a phenomenon of "one bag and more sales", involving Zi'an, Tracy Dong Bowen and Concubine Fish Shanghai Taikoo Hui Store Xia Yan and other anchors with goods.
According to the data of the new media service platform Cicada Mother, Zi'an, the anchor of Fat Tiger Luxury, opened a total of 7 live broadcasts from March 1 to March 8, of which 99 new Nano Speedy handbags from Louis Vuitton sold 3466 pieces, with cumulative sales of 32.06 million yuan.
A similar situation also appeared in the live broadcast of Tracy Dong Bowen and Xia Yan. According to the data, in Tracy Dong Bowen's live broadcast on March 31, 90% of the new second-hand Chanel and Hermès handbags sold 33 and 23 pieces respectively; in Xia Yan's live broadcast on April 3, 99 new Louis Vuitton and Salvatore Ferragamo bags sold 110 and 129 bags, respectively.
Used luxury bags are non-standard, and the differences caused by color, leather and various imperfections make it usually the SKU corresponding to a single item. But here, xia yan and other anchors, bags with the same color have sold more than 100 pieces, which means that some consumers may not receive the same products in the live broadcast room.
At the same time, production volumes within the luxury industry are relatively low, and even boutiques are often out of stock. In zi'an's live broadcast room, the Nano Speedy handbags that have long been shown to be out of stock on Louis Vuitton's official website have sold a total of 3466 pieces, making some industry insiders question the phenomenon of consumers "buying short orders".
Xu Wei, founder of the second-hand luxury goods trading platform Red Brin, has previously publicly stated: "Under normal circumstances, a live broadcast of a commodity sold one by one can only reach one or two million to the limit." But we saw a number report selling 10 million, and there was only one reason behind it, that is, the data had a serious moisture. ”
Interface Fashion asked for confirmation from Concubine Yu and the heart for this purpose, but as of press time has not received a reply.
Second-hand luxury goods transactions have continued to be hot in recent years, and data from the Head Leopard Research Institute shows that China's second-hand luxury goods market is expected to reach 34.8 billion yuan in 2025.
The "Research Report on the Development of China's Second-Hand Luxury Goods Market 2020" jointly released by YouhaoYipai and the University of Foreign Economics and Business pointed out that the current consumption of second-hand luxury goods in China accounts for only 5% of the consumption of the luxury goods market, which is lower than the 28% and 31% of Japan and the United States, and the development prospects are broad.
The huge demand has spawned a number of online e-commerce platforms specializing in second-hand luxury goods trading, and capital has also favored this market. At present, Hongblin has completed 6 rounds of financing, and the investors include well-known institutions such as Matrix Partners China and Jiuhe Venture Capital. Feiyu received tens of millions of dollars in Series A financing in February 2020, and according to 36Kr' report, its overall sales in 2019 have reached nearly 1 billion yuan.
Compared with first-hand luxury goods, second-hand luxury goods are more suitable for live broadcasting, and consumers can intuitively understand the color and defects of the product through the lens. But the reality is that the contradiction between the low production of luxury goods and the high volume of live sales is amplified in the live broadcast room.
Therefore, some platforms use the means of brushing orders to improve GMV to create the illusion of hot sales and attract the attention of investors. According to Feigua data, Zi'an, Tracy Dong Bowen and Xia Yan carried GMVs of 180 million yuan, 50.1 million yuan and 47.34 million yuan in March, respectively.
But consumers who pay for it are directly hurt. On the "Black Cat Complaint" platform, many users said that after placing an order in the live broadcast room of anchors such as Zi'an and Xia Yan, the merchant did not ship for a long time and refused to refund. Some of the consumers who received the goods found that the color and details of the bags were different from those described in the live broadcast room, and there were obvious scratches and stains.
Judging from the date of consumer complaints, these problems have existed for a long time, but the second-hand luxury goods trading platforms such as Concubine Fish and Heart have not effectively rectified and remediated this.