<h1 class="pgc-h-arrow-right" data-track="1" >who buy second-hand luxury goods in the live room? </h1>
Komori, a post-90s girl who has entered the workplace for a year, wants to be more confident when interviewing customers, so she plans to change herself into a line with identity, and a luxury bag can meet her needs.
But the luxury goods displayed in the mall made her prohibitive, and a genuine Chanel would have to pay three months' salary, which Komori really couldn't afford.
Then Komori's friend told her: "You can go online to buy a second-hand luxury product, many live broadcast rooms have sold, the price is more friendly." ”
Curious Komori wanted to go to the live broadcast room to find out, just met the anchor who was struggling to explain: "Baby, this Chanel is 80% new, there is no wear, the babies who want to seize the time to snap up, today the live broadcast room only sells 5000, miss today there is no." ”
In this lively live broadcast room, all kinds of luxury bags Such as Chanel, Gucci, LV, etc., are being sold by the anchors, and it seems that the scene is not selling luxury goods, but discounted special vegetables.
According to the "2020 China Second-hand Luxury Goods Market Development Research Report", the current main force of second-hand luxury goods consumption is 24 to 36-year-old people, accounting for 51%, and the post-90s and post-00s account for 24%.
The existence of second luxury goods, so that the audience of luxury goods from high-income niche groups to the public, young people have begun to buy second-hand luxury goods, to a large extent, the mentality of young people has changed.
On the one hand, second-hand luxury goods can help them save a lot of money, and the pressure to buy is small; on the other hand, the style of luxury goods is not the latest and it does not matter, after all, fashion is a reincarnation, "retro" is also another trend.
Today, Komori has also become a member of the "second-hand luxury goods", she has now found several satisfactory bags, not only that, she has also transformed from a luxury buyer into a "seller", a bag carried for several months and then sold, so that the money can be reincarnated faster.
<h1 class="pgc-h-arrow-right" data-track="21" > trillion-dollar market supported by women</h1>
<h1 class="pgc-h-arrow-right" data-track="22" > found spring in the live broadcast room</h1>
The "Report" shows that in 2020, the second-hand luxury goods attention increased by 57% year-on-year, the online second-hand luxury goods trading platform increased by 36% year-on-year, and the growth rate of the medieval store attention reached 120%. It is estimated that by 2025, China's second-hand luxury goods market will reach a trillion yuan scale, and it is expected to become the world's largest luxury goods market.
In addition, China has also introduced relevant policies to support second-hand transactions, and in July, the National Development and Reform Commission and other departments jointly issued the "14th Five-Year Plan" circular economy development plan to encourage the "Internet + second-hand" model and standardize the development of the second-hand commodity market.
Facing this trillion market, the giants naturally refuse to relax, and want to seize a piece of cake in the market.
At present, the mainstream domestic second-hand luxury goods platforms include Concubine Fish, Fat Tiger, Red Brin, and the second-hand platform Idle Fish has also opened a special area for "Idle Fish Excellent Products", and the luxury goods sector has passed the official authenticity inspection.
Second-hand luxury goods still have a lot of market space, according to public data, compared with the 20%-30% turnover rate of developed countries, only 5% of China is still in the embryonic stage.
As the two giants of short video, Douyin and Kuaishou, they obviously do not accept defeat, and with the help of the natural advantages of live broadcasting, they will move second-hand luxury goods to the live broadcast room.
The "commodity auction" function tested by Douyin some time ago, Douyin e-commerce invited some merchants on the platform to participate in the internal test of the commodity auction function, and second-hand luxury goods are also one of the merchants in the internal test.
In July, the Douyin platform launched the #Erzhu Super U Attitude campaign, and the advertising slogan launched was: "Young people have more attitude choices." "Creators are encouraged to publish their work to earn rewards and coupons.
Douyin has made achievements in the second luxury, in 2020, the GMV of the second luxury category will reach about 3 billion, and the head of mature second-hand luxury goods merchants have almost all completed the platform settlement, and this year, Douyin will raise the KPI of the second luxury category to 5 billion + GMV.
Kuaishou's speed is faster than Douyin, and it is not to be outdone, as early as September last year, Kuaishou E-commerce opened a second-hand luxury investment plan to recruit qualified second-luxury merchants and anchors to the whole platform.
In June this year, a month before the Douyin "Two Luxury Super U Attitude" activity was held, Kuaishou launched the first "Two Luxury Idle Good Things Festival".
The value of live e-commerce is exactly in line with the commodity attributes of second-hand luxury goods, the bottom of the second-hand transaction products is the trust between people, and the immersive interaction between live broadcasts, the anchor shows the details of the bag in all aspects, and the element of trust can be infinitely amplified.
Xiaoli, who often buys second-hand luxury goods in the live broadcast room, said: "The price is one, the second is that the shopping experience in the live broadcast room is better, and it is quite embarrassing to visit luxury goods in the mall, I feel that if you look at it a few times and do not buy it, the shopping guide will look at you with strange eyes, there will be no such concern in the live broadcast room, and the anchor has also been enthusiastic to help you reject concerns and solve the problems you have raised." ”
According to the data given by the red Bollinger platform, from 2018 to 2020, the user viewing of second-hand luxury goods showed an upward trend.
The live broadcast room can stimulate user consumption, and the unit price of red Bollinger live broadcasters is three times the unit price of regular customers, especially in 2020, the GMV of red Bollinger single month live broadcast has exceeded 100 million yuan.
<h1 class="pgc-h-arrow-right" data-track="56" > market that still needs to be precipitated</h1>
Although the second-hand luxury market has entered a new spring by live broadcasting, there are also many places that need to be improved in this market.
In the black cat complaint search for "luxury goods", there were 2563 search results, most of which were similar to the above. "False sales, inducing consumption" has become a key term in such complaints.
Worrying that the second-hand luxury goods they have come from are fakes has become a pain point in the hearts of countless consumers.
According to the "2020 China Second-hand Luxury Market Development Research Report", since 2017, only more than 30% of all the goods identified by Youhaoyipai have been genuine, and the authenticity rate is still decreasing year by year.
In order to solve the problem of fake goods and eliminate the concerns in the hearts of users, the second-hand e-commerce platforms on the market have tried their best, first of all, to improve the identification business, establish and develop a strong team of self-built experts, and also introduce third-party appraisal agencies to fidelity.
In the second half of 2019, Red Brin Company began to systematically cultivate anchors, and made systematic counseling for anchors' words and marketing strategies.
In short, if the trust problem of consumers is not solved, second-hand luxury goods will be difficult to usher in the real spring, and which platform can let consumers "buy at ease", then they will have the right to speak.
Author: E-commerce Jun