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When Luxury Meets "Second-Hand", It Brings "Growing Pains".

2014/3/20 12:31:00 22

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Last year, the Chinese equivalent of buying 47% of the world's luxury goods has become the undisputed largest customer in the global luxury market, according to the P.

Less than P, there will be sales when buying. At present, the total amount of luxury goods that Chinese consumers can circulate for two times is about 300 billion yuan RMB, and the annual growth rate is about 20%.

The number of second-hand luxury goods stores increased from 512 in 2012 to 823 in 2013, an increase of 37.8%, and the market layout began to spread from the first tier to the two or three tier cities.

luxury meets second hand. Although the second hand luxury market is expanding, it also has worries about its growth.

Zhou Ting, President of the Institute of wealth and quality research, pointed out that China's second hand luxury market has just started in recent two to three years and is "rather immature" from the perspective of consumer psychology and business practices.

face psychology

at the Milan station of the second hand luxury store in the commercial street of Beijing Huanguo Road, many LV, Herm s, Prada, Burberry and other first-rate brand bags and accessories are displayed neatly. The warm colors and exquisite decorations in the store make these second-hand goods look luxurious.

According to the old and new prices of goods, the price is generally 5-8 of the original price.

Customer Miss Li is a white-collar worker who first entered the workplace. She told reporters that buying second-hand luxury goods is a must.

With limited financial resources and no luxuries, they have no face in front of their colleagues.

"anyway, luxuries are only ornamental to others."

Miss Li said.

She has just visited a nearby luxury store, and thinks that second-hand stores are more affordable.

"If you are lucky, you can get good things that are cheap and beautiful here, so long as you do not speak, no one will know that they are second-hand."

shop assistants told reporters that most of the people who came to shop were young people.

Because of their work and personal reasons, they need to buy luxury goods as a "front line", but lack of financial resources. The second hand luxury goods with relatively low price are their choices.

Brands with high brand recognition are most popular, such as LV and Chanel packages.

the wealth and quality research institute "2013 China second-hand luxury report" points out that the 80's become the most important consumer group of second hand luxury goods.

But this group's overall income is low, and its continuous consumption power is unstable. The sensitivity to price makes it easy for them to turn into super class a luxury goods, that is, fake consumers.

for second-hand luxury goods operators, this is a double-edged sword customer group, further reducing paction price, compressing profit space and becoming a job hopping customer who can leave at any time.

of course, secondhand does not mean absolutely cheap. There are still many limited edition or commemorative commodities in Milan station, such as Herm s's Birkin package, which come through two circulation channels, and the price is not higher than the market price.

According to the shop assistants, most of the goods purchased are luxury collectors or customers who have gift giving needs. Self employment can reveal their identities, and gifts have taste and face.

second-hand new product .

under the influence of face psychology, customers prefer second-hand new products.

according to the 2012 annual report of Milan station, according to the unused products and second-hand products, unused accounted for 57%, secondhand only 43%.

It can be seen that consumers are also buying new products.

"I don't quite accept old secondhand goods. Although I have taken care of them, the products are not bad, but others have used to feel awkward. I might as well spend more money on a new one."

Customer Miss Zhao said.

at present, there are two kinds of second-hand luxury stores: < a href= "http://www.91se91.com/news/index_c.asp" > receiving mode < /a >.

One is the cash buyout of the shop, the price of the package determines the price. The two is the customer's consignment, the store's selling price is 10% to 20% Commission, if it is not sold, it can be withdrawn.

Yang Xu, owner of V2, a second-hand luxury exchange shop in Beijing Jian Wai SOHO, told reporters that if she chose to consign for sale, some brands that had low recognition in the country or those with a "sense of use" would be unsalable, and too many old p products would also affect the customers' shopping experience.

And the way of cash buyout is more inclined to brand new sales, which is more conducive to commodity circulation and capital withdrawal.

"our store mainly accepts new and eight or nine new products, and 80% of the new ones basically do not accept them.

80% of the goods sold in the store are brand new.

Yang Xu introduced.

"Europe and America, Japan and even Hongkong, China, the second hand a href=" http://www.91se91.com/news/index_c.asp "> luxury goods industry < /a > rise earlier, consumers have more mature ideas, think second-hand second-hand goods are both economic and environmental protection, which is very different from the mainland consumer concept.

Yang Xu said.

for this, Zhou Ting said that at the present stage, due to the immature psychology of domestic consumers, second-hand new products are indeed a way to circulate second-hand pactions. Many operators also think that this is the biggest attraction for second-hand consumers.

"but making new luxury products is the most promising way for the secondary market."

Zhou Ting speaks frankly.

she explained that if the new products of second-hand operators directly impact the existing price system of luxury brand stores, brands may adjust their price system or take legal measures to fight back.

This way of operation can not last long, and the second-hand shops that rely on the relatively low prices will survive.

buy or rent /p >

use second hand a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a >, besides buying, there is another more economical way: rent.

V2 shops, reporters are full of big bags, only a small number of jewelry and watches.

Yang Xu said that the second hand luxury business in the store is mainly in bags, and leasing is no exception.

V2 commodity rental price is 3% of the price of luxury goods. The deposit must be paid in advance, which is equivalent to the full price of the commodity.

Miss Xu is a luxury tenant with rich experience.

She needs to attend all kinds of business occasions frequently. She thinks it is better to rent one at a time than to keep on buying.

she picked up a Chanel dinner banquet, told reporters: "usually buy their own, usually pick classic or passage money, will not buy limited use of banquet package, and this way of rent is very cost-effective."

"P >" Yang Xu summed up, the monthly entry of 10000 yuan, fashionable avant-garde, delicate young white-collar, is the main force of the second-hand luxury rental market.

"When young people are temporarily unable to purchase luxury goods, they can be rented for temporary enjoyment of their right to use, which can be regarded as a rational way of consumption."

but he also said that second-hand luxury leases increased the utilization rate of luxury goods, but the problem was depreciation.

Sometimes, a bag can't be sold again after several rounds of renting.

Because the wear rate and depreciation fee are difficult to reach agreement with the tenant, and the maintenance cost of luxury goods is high, the store will not rent new products, and the lease will be up to three days.

Yang Xu said that most Chinese people prefer the ownership of goods because of their traditional psychology. They prefer to save enough money to buy them.

Leasing business accounts for only 3% of the business share of the store, and the main source of profit is consignment.

identification true and false

no matter new or old goods, buying or renting, unlike brand luxury goods, the key to second hand luxury goods is to authenticated the authenticity.

"I have limited discriminating ability, and the counter does not provide secondhand goods inspection service.

Although the shop's pledge was true, it was very disturbing when it was bought, so that it would be too bad to buy a fake for a little cheaper, "Miss Wang told reporters.

At the checkout counter, she kept checking the selected bag.

according to "2013 China second-hand luxury report", the second hand luxury market is very high in counterfeit goods, and there are fake products in the old and new products, and even businesses have the knowledge of fake selling.

LV, Gucci, Chanel and so on are fake brands with very high visibility in the market.

to this, Zhou Ting said that enterprises with relatively large scale, such as temple library and Milan station, although they have strict identification requirements, are all set up by enterprises themselves rather than industry standards. Most of the second-hand shop appraisement relies on the experience of operators.

she pointed out that professional luxury appraisal and maintenance personnel are the most short of talent categories at present. There is no institution in the country recognizing the appraisal effectiveness of luxury appraisers, and the state regulation of second hand luxury goods industry is still a vacuum, so it is very difficult for consumers to safeguard their rights.

foreground is optimistic

despite growing troubles on the way, Zhou Ting still expressed "optimism" for the prospect of the second hand luxury goods industry.

wealth Quality Research Institute found that the willingness of second tier pactions in the first tier cities is relatively strong.

60% of the respondents in Beijing indicated that they need to cash in their luxury goods. This is due to the fact that austerity and anti-corruption make many luxuries become idle products, waiting for being sold for two times, while the second-hand luxury industry has not received the influence of the national policy environment.

"first tier city led, two or three line urban expansion" has become the main market layout of second hand luxury goods.

Luxury consumption in the first tier cities is becoming more rational, and the concept of second-hand consumption is gradually recognized.

In the future, with the rapid development of China's luxury goods market, the prospect of the second tier luxury goods industry in the two or three tier cities is promising.

Zhou Ting explained that if the secondary market wants to scale, it is first necessary to mobilize scattered sources of goods.

At present, the stock of luxury goods that can be circulated in China for two times is up to 300 billion yuan, but only 3 billion of the industrial scale has been formed. The stock available for revitalize is still very large. With the increase in willingness to trade, the stock will be thrown into the market sooner or later.

Moreover, Zhou Ting believes that luxury brands in the world only pay attention to the number of counters in the consumer terminals, while ignoring the construction of after-sales service outlets. P

The future development trend of the second hand luxury market is that the electricity supplier has become the main channel of luxury second-hand circulation, and the offline service center will become a service center.

"if the domestic second-hand luxury enterprises can strengthen comprehensive services, such as identification, after sale, maintenance, or even re creation of damaged parts, they can make up for the shortage of luxury brands' customer service capability, and enhance customer trust and consumer loyalty through service platforms."

She said.