Why Is The Second-Hand Luxury Market Booming

Yuanyuan, who has just finished working, is waiting for the elevator at the door of the company with Gucci's old bag on his back. It happened that the new intern also left work last month. The same bag caught her eyes.

Sure enough, the luxury bag is a stepping stone to workplace social intercourse, and the two soon chatted warmly. Young woman, who doesn't have a bag? Just like junior high school students, if they don't have a pair of famous brand shoes, it's like losing the priority to choose friends.

　 Why is second-hand luxury popular?

Back a few years ago, at least for most young people, the word "luxury" would have deterred them. However, with the continuous development of the market and demand, luxury goods are "landing on the beach" in a flexible way of "second-hand".

"Ershe", a niche industry that has existed for a long time, has entered a period of blowout growth in the past more than a year. According to the 2021 personal luxury consumption report released by Bain consulting in June, the global luxury market will be between 2800 and 295 billion euros in 2021, which also makes the second-hand luxury market full of imagination.

As a result, the domestic "two luxury" market began to pour into more and more capital and entrepreneurs, but some of the new hot spots may be beyond the expectations of many people.

Anna is a typical young buyer after studying in the United States. At 23, she has a good family and buys 1-2 big brand bags every year. According to the truth, she is not a typical audience of "two luxury", but she said, "it is also a luxury brand, but the price is only half of the original price or even lower. It is more cost-effective to exchange one for two. Some limited items will have investment potential. Compared with the new products in the counter, second-hand goods are more attractive to me. "

After returning home from the epidemic in April last year, Anna has become a loyal buyer of "ershe". From the initial purchase between friends or salted fish, to the offline stores in the surrounding cities (added with many wechat of Zhonggu store owners), Anna has been a very good buyer of ershe.

Yuanyuan, an advertiser, is also a loyal customer of "ershe". In the advertising industry, the "appearance rate" of big brand bags is always high“ Whether customers or colleagues, they always carry LV, gucci or Chanel in a different way. They have to keep up with them. "Yuanyuan's emotions are inexplicably complicated when he talks about this topic.

"When I was in school, I never thought it was a problem for CK to carry hundreds of pieces of Nike, but after work, I really need an LV to gain identity and strength. Without a big brand bag, it always seems to be out of place with the people around, but the price of tens of thousands of people is often deterred. Not everyone is a "big family". By chance, I learned that some of my colleagues' big bags are second-hand, and thousands of yuan can satisfy their little dreams. ". Yuanyuan was taken by his colleagues to join the ershe camp and bought the first big brand bag in his life.

"We are all colleagues and friends in the same circle, and the sellers recommended are all acquainted with each other, and they certainly won't buy fakes." due to the lack of money, she can only "adjust" her identity by purchasing second-hand luxury goods. Personal preferences, value-added, identity, sense of belonging, or so-called stories and feelings, every second-hand luxury bag has a story behind it.

For this reason, many owners of second-hand luxury stores want to highlight their product power, and they will also adopt the same set of words: "buying second-hand goods is not only cost-effective, but also the story behind it.".

Perhaps, this sentence is not only the marketing words of merchants. Demand drives the market, which has been widely accepted as a consumption concept - pay for the culture behind the material. Under the demand of pleasing others and themselves, and in the atmosphere of disdain for Shanzhai and GAOFAN, the upsurge of "two luxury" has been set up by limited funds and unlimited demand

Who is selling second-hand luxury goods?

"Who has confiscated several fake bags in this business?" Zhang Ting said with a smile. Now how understated, a few years ago when cheated how indignant.

Zhang Ting is the boss of a second-hand luxury studio in Shanghai. Out of interest, she came to Hangzhou at her own expense in the early years, and studied luxury identification with a Weibo giant“ At the beginning, I liked it and was cheated by fake goods. I spent six months in Hangzhou, studying all kinds of luxury bags all day. "

Zhang Ting, who has professional skills, became an "industry expert" two years ago. First, she opened the market from her circle of friends. "I help my friends identify free of charge. I also do microblogging and site B unpacking videos. I also share some tips on how to identify bags and shoes on tremolo." All these measures have brought a lot of potential customers for Zhang Ting.

"Everyone said that this is the era of knowledge payment, and I also need to pay for the identification of knowledge. In addition to some old users at the beginning, those who enter the group will charge 66 yuan of annual fee. I think that on the one hand, charging ensures the quality of users. At least they must have a purchase demand. On the other hand, it is also the realization of my knowledge. " Zhang Ting described her "ershe" wechat group like this.

After establishing her own door in early 2019, Zhang Ting gradually began to expand her business scope, from identification, recycling to sales, and then to maintenance and repair of second-hand luxury goods. Of course, in order to do a good business, the two luxury circles should not only be able to sell goods, but also learn how to "treat others".

Zhang Ting shares an episode in her work. There was a little girl and two sisters together to do the maintenance of the famous bag. It was a "Hermes alligator constant" which cost nearly 100000 yuan. Zhang Ting's staff found that there was something wrong with the bag after some identification, and said "fake" directly. At that time, the scene was very embarrassing, so that the little girl couldn't come to the stage and directly left her bag at the counter.

Later, I heard that the little girl went home to make a lot of trouble. The engaged couple shared the package because the man bought it“ In this case, of course, we should euphemistically say that if we can't identify or maintain, we can't make it clear that we can't do it! " In Zhang Ting's opinion, doing business in this circle can be said to be full of knowledge.

At the beginning of last year, when the epidemic started, the studio couldn't open, and business stopped for a time. Zhang Ting can only regard "wechat business" as her main battlefield and constantly brush her "sense of existence" in her circle of friends. Unconsciously, nearly 300 people have accumulated in the wechat group. When they are free, they work in the group and resell some luxury goods to each other. Of course, the most important thing for Zhang Ting is that she can sell her goods more directly in the group. With the growth of "private domain traffic" and user demand, Zhang Ting found that the performance had doubled in more than half a year.

Liu Wen, who is also a "two luxury" shopkeeper, has the same management style as Zhang Ting. The difference is that she has the blessing of KOL due to her work accumulation in previous years. In order to expand her influence, she often invites some KOLs from fashion circles to explore stores. "This year, I can clearly feel a trend that the proportion of young people buying luxury goods has increased a lot. If you don't catch the user's appetite, you can't take the right medicine."

"KOL fans have a high consumption power. They can help me complete the link of bringing in new products. The goods in my store are all popular products, which can activate potential consumers. Then some information sharing in daily life is to retain customers, and finally it is transformed into ordering and word-of-mouth communication." Liu Wen has already formed a set of methodology on private domain traffic, and she thinks that wechat group is not a long-term plan. Recently, she is looking for someone to develop her own small program. Facing the market undercurrent, she hopes to make her "two luxury" business bigger.

In the face of more and more offline Zhonggu stores and ershe "micro businesses", it is inevitable that there will be a question: where do these second-hand luxury goods come from? How do two luxury stores choose their products?

Liu Wen to understand notes revealed that in the early years, most of the goods were purchased by overseas agents or imported by buyers. Now, the domestic second luxury market is quite mature and can be self-sufficient. Even some businesses can supply goods to overseas markets.

The strong purchasing power of Chinese people is not just a talk. How strong is it?

It has changed from "import" to "export".

Ellen, a young girl from Shanghai, has been playing the role of "downer" on eBay for nearly three years, and her second-hand luxury business is still running smoothly after last year's epidemic. Ellen will recycle coaches of about 1000-1300 yuan on some domestic e-commerce platforms. After receiving the goods, after maintenance and care, she will take photos and go to set up a 7-day auction on eBay.

Usually, she will hang out 2-3 bags each time. As long as someone participates in the auction, she will send the bags to her friends in the UK in advance for temporary storage, and then deliver them by DHL international express. In advance, she would not tell the buyer that the goods were shipped from home. "As long as the receiving price is lower than the market price and lower than the seller's price, I will make a profit. In order to make more money, I will use my own small size to raise the price. Ha ha ha, you know."

In addition, she also recycles 5k-15k used LV bags and 2-3K Hermes trinkets from gumtree and eBay in the UK. With the gradual improvement of the market trend, although not much achievement, Ellen uses it as another source of income: 5-6 business transactions per month, increasing income by several thousand yuan.

"Coach is chosen as the main business because it is easy to sell and the price is relatively cheap. It is suitable for women in their 50s and 60s who have just worked or just joined the circle. They will not feel distressed when they buy it. LV uses artificial leather more, so the price of low-end models abroad is larger than that of domestic profit margin, and it is better to make some profit by flipping. " Since 2018, Ellen has been in this circle for three years. She admits that business has changed a lot in the past year. "I feel that young people are more willing to spend money, and the frequency of buying and selling bags is much faster.".

　 Two luxury philosophy of young people

According to the Research Report on the development of China's second-hand luxury market 2020, the proportion of young people buying second-hand luxury goods is not low.

After all, not every young person can realize the "freedom" of LV and Gucci. Coupled with the "meaningful" attitude of the tellers in luxury stores, and the first-class distribution time of some products is three months, many young people prefer to use the two luxury channels to express their first big logo in their life.

China's second hand luxury market size and forecast from 2016 to 2025 (unit: 100 million yuan)

Data source: prospective industry research institute

Compared with the tellers of luxury stores, the second-hand luxury merchants in the circle of friends, social networks and buyers are really enthusiastic. They also teach knowledge by hand, and package the concept of "second-hand" as "medieval, or vintage.". This gives customers who buy two luxury "attitude, style, retro, literature and art" label.

Youth is equal to flow and young is equal to purchasing power.

Although young people have no money, but willing to spend money, drink three months of northwest wind is not worth this sentence: "this bag can really match you, the temperament on the back is not the same."

The popularity of "two luxury" has always been mixed in public opinion. It is a kind of social phenomenon that the culture behind it is parasitic in young people's hearts through this way. The consumer groups just want to get the deeper recognition of the society through the way they think.

Although luxury goods are all industrial products, the price of second-hand luxury goods can sell antique momentum from time to time. Anna bought a second-hand herm è s basket. After carrying it for a while, she was ready to replace it with a new one. Unexpectedly, she made more than 3000 yuan. With more and more second-hand luxury goods in China, why are the prices higher and higher?

It's just that the market drives the price and the supply exceeds the demand.

Young women are the biggest buyers of "ershe". With the packaging of the concept of "second-hand" on social platforms, one by one consumerism trap has been buried, and the purchase of "two luxury" has gradually evolved into an environmental protection behavior of recycling and reducing carbon emissions.

In fact, the second-hand luxury industry has been in China for more than ten years. In 2020, affected by the epidemic situation and the outbreak of live e-commerce, some of them joined the army of "ershe" after 00. Under such market conditions, the price of "two luxury" naturally rises.

In the field of "ershe" e-commerce, new platform based start-ups such as zhier, Feiyu, Xinshang, hongbulin and panghu.com have obtained financing of millions to tens of millions of yuan in the past year. However, the growth of these platform enterprises has not affected the rise of private domain traffic in ershe market.

In the past, there may be one luxury for 10 people, and now there are 10 luxury goods for one person. Of course, it is estimated that eight of them are second-hand. Theoretically speaking, ershe, a non-standard commodity with high customer price, has high requirements for "trust", "word-of-mouth" and "cost performance". It seems that it is difficult for individuals to establish a perfect business model in such a market. But nowadays, more and more businesses (individuals) begin to compete with big platforms in the above three aspects.

This may be a phenomenon worthy of attention in the future of the second-hand luxury industry.

　 [End]

Luxury goods are meant to serve some people, but when more and more ordinary people have this demand, "two luxury" is destined to become a vent in this process. According to the data of mobdata Research Institute, the annual trading volume of China's second-hand idle is 742 billion in 2018 and 964.6 billion in 2019; In 2020, it will soar to 1254 billion, which is still in the stage of rapid development.

"Stars are also buying second-hand luxury goods", "this package is out of print, can only be second-hand", "my bag of second-hand, can be cost-effective". With a more inclusive and open mind, the second-hand luxury market began to rise, and more changes began. We should know that "Er she" is not a new word. In the past, with the rapid development of China's digital process, luxury related industries have been rising rapidly. Under the "Internet + circular economy" wind, this potential energy is also imperceptibly telling young people that they can enjoy a quality life without eating soil.

From last year's epidemic to now, second-hand luxury goods are also infiltrating into the field of e-commerce live broadcasting. Understand notes, some online anchor through the color, easy to match degree, quality, market popularity to choose products, and "two luxury" high customer price means that the anchor to get the Commission, is several times higher than the ordinary anchor, so the prepared anchor circle also began to "two luxury attack.".

One luxury: pay attention to brand culture; Second luxury: pay attention to cost performance. The vast majority of "two luxury" one appearance is to solve the purchase pressure caused by the price. She felt that the price on the ershe e-commerce platform was not very affordable, and she was still not sure about the source of the goods sold inside. In contrast, the circle of acquaintances or the old lady who has known the shop for many years will be more down-to-earth.

In fact, the cost of private domain traffic is lower, and it can be promoted repeatedly. The owner can push the information to customers without paying for it and reach it repeatedly. This can not only reduce the cost of attracting customers, but also has a good transformation effect. Maybe this is one of the reasons for the rise of "ershe" private traffic.

Of course, private domain traffic pool will also be a mixture of good and bad people. Ershe will inevitably encounter the situation of both mud and sand in this field. How can there be few "nurseries" in the current group chat“ Take a good look, I want to place an order "," this is a classic model, I heard that it will stop production in a few years, and then we have to raise the price and buy it "... After some" teasing ", the inner purchasing desire of ordinary sellers will rise from 30% to 80%.

But even so, many young consumers are not willing to go to the offline stores to look at the snobbish face of luxury shop assistants, and even less willing to go to the second-hand luxury platform to face the still unreasonably high prices. In their view, it is better to stay at home in pajamas and slippers, look at the circle of friends and stroll around the two luxury groups