Network Marketing: Uncovering The Business Of "Second Hand Luxury E-Commerce"

Most of the time, the core principles of a profitable business are simply outrageous.

It's just that most people can't see, do or do all their lives.

Second hand luxury e-commerce is an example.

01、 Before we talk about the second-hand luxury e-commerce, let's talk about idle fish——

As the most famous second-hand e-commerce platform in China, how can idle fish make money?

There are two angles: one is the seller. The seller lets the idle items swim, turning the waste into treasure, reducing the loss, which is equivalent to making money; the other is the platform. At present, the idle fish do not take Commission and hardly make money.

However, from the perspective of Ali, Xianyu can undertake the second-hand transaction of Taobao buyers, and the buyers and sellers will also use Alipay, sesame credit and other tools. Therefore, for Ali, idle fish is an important strategic highland that can not be profitable, but must be kept.

What about other second-hand e-commerce platforms? They can't live without making money without big trees to enjoy the cool.

The most direct profit logic is to refer to Taobao, an e-commerce magnate, to make money by taking commission from sellers. More complex profit logic, you can learn from meituan: buyers, sellers, riders, every link in the trading chain, the interests of which are shared equally.

According to hangshu's observation, the current game of second-hand luxury e-commerce has gone far beyond the above categories.

02、 The strategy of "ordinary and ordinary" commission.

According to hangshu's analysis, at present, the proportion of commission paid by tmall is about 0.5% - 5%, while Jingdong is mainly around 2% - 10%, which is not too high.

Second hand luxury platforms are different, with a low commission rate of 12% and a high rate of 30%.

The industry's small tycoon "hongbulin" used to commission 30% of the Commission in its early days; later, it adjusted dynamically, taking 30% of its own pricing and 15% of the platform's pricing; now, both independent and platform pricing, they all draw 20% of the total Commission, and set a bottom line of 50 yuan.

For those who get GGV investment, the percentage of commission is 12%, and there is a floating space: the lowest is 99 yuan, and the highest is 3000 yuan.

The second-hand luxury e-commerce "Feiyu", which focuses on live broadcasting, can be divided into three levels: 12% for platform pricing, 15% for negotiated pricing, 20% for independent pricing, and 80 yuan for maintenance fee.

Please note that the commission ratio of tmall Jingdong is adjusted according to different types of goods. Why are the pricing methods of second-hand luxury goods differentiated?

From the proportion of commission, we can see that the platform wants to have a certain pricing power. There are more twists and turns.

03、 Second hand luxury goods, the price is higher than the original.

The price of Gucci medium bamboo wine god bag is 23600 yuan on the official website, but in the second-hand zone of Siku, the price is 2425200 yuan, 652 yuan higher than the original price.

Is this appreciation?

Some "out of print" luxury goods do have the function of value preservation and appreciation, but this bag is not. This product has been on sale for a long time in Gucci's online and offline stores.

The temple library is not the only one with false price.

In my heart, a Burberry Plaid high top casual shoes, the market recommended price of 6800 yuan, the price of 4499 yuan. But on Burberry's official website, the price of the authentic product is only 4400 yuan.

The so-called market recommended price is actually filled in by the second-hand seller, which does not have real market reference value.

What's more, a Gucci small Dionysian bag has a recommended market price of 25800 yuan, nearly double that of the official website.

Similar situations are quite common on second-hand luxury trading platforms such as hongbulin.

Why do you do this?

An offline retail store, a woolen sweater with ordinary quality and selling price of 300 or 400 yuan, marked with "original price 3888", can attract many consumers and make customers feel that they are making money when they buy it.

In the luxury market, the same is true.

For the third and fourth tier users, there is no luxury counter nearby, and they are not familiar with the regular online luxury channels. If they buy second-hand goods, they are easily misled by the false price.

The selling price is linked to the Commission. Naturally, the platform stands on the side of the seller, hoping to sell a good price.

04、 "Forced" price reduction and pattern charge.

Last year, a seller consigned a down jacket in hongbulin with the original price of 5000 yuan and the second-hand consignment price of 3400 yuan. However, after the transaction, excluding the Commission, the seller only received 2000 yuan.

Why?

There are three kinds of price adjustment modes of hongbulin: independent price adjustment, medium speed liquidation and fast liquidation. The latter two belong to platform pricing, and the price range is reduced in turn.

Take a bag with a price of 20000 yuan as an example. With independent pricing, it can sell 18000 yuan or 21000 yuan, but if you choose medium speed liquidation, the price range is about 12000-10000 yuan. If you choose to realize quickly, it may be reduced to 6000-8000 yuan.

It is worth noting that when the seller chooses to realize quickly, it can not be changed into medium speed liquidation and independent price adjustment. This means that when sellers choose to cash at medium or high speed, the price will only be lower and lower.

So the price is 3400 yuan and the price is 2000 yuan. Excluding 20% of the Commission, which is 680 yuan, where is the other 720 yuan?

There are three answers

First, the buyer has a full discount coupon, and this part of the amount is actually borne by the seller.

Second, due to the seller's choice of rapid cash flow, the platform continued to reduce sales, and the final transaction price itself was less than 3400 yuan.

Third, transfer fees, appraisal fees and other expenses.

In 2020, hongbrin will charge 39 yuan appraisal fee and 1% handling fee for each transaction. In January 2021, the system will be cancelled.

05、 Fake goods are rampant.

The problem of fake goods has always been a big problem around the trading of second-hand luxury goods.

According to hangshu's analysis, there were 1434 complaints related to hongbrin on the black cat complaint platform, many of which were about fake goods.

In January this year, a user complained that the coach package purchased in hongbulin was imitated by many parties. However, through the official re inspection of hongbulin, the platform thought that 100% of the package was genuine.

In addition to red Brin, second-hand luxury trading platforms such as panghu, Xinshang, zhier and Feiyu have also received a large number of complaints, including the sale of fake goods and concealment of defects in second-hand goods.

The platform claims to be authentic, but the luxury market itself is mixed, and the official appraisal results are difficult to convince consumers.

In such a second-hand luxury trading market, the identification institutions are established in vain, the buyers are blindfolded, and the sellers are given high commission. Only the platform stands among the three, which is not cost-effective.