The keyboard man raised the bar online, and also placed an order for second-hand dumbbells at a certain fish; annual meeting focused on the dance period, and went to the rental platform to choose a beautiful skirt; before the new product was released, a friend hung up his old digital On the used home page.
Leaving aside the debate on "sinking" and "rational" consumption concepts, contemporary young people have become "obsessed" with second-hand, perhaps starting from the discovery of the social function of the platform. Interested in socializing, gathering with friends, how many grooves and tears of male and female tears, and how many persevering melon eaters have been satisfied.
One thing is one thing, and it is passed like a baton. Who says that every relay is not a male/female classmate with a story?
Recently, Analysys released "China's second-hand e-commerce market insight analysis" , using industry analysis model, combined with market analysis, industry analysis and manufacturer analysis, for you to deeply interpret my second-hand life that belongs to you .
Looking at the domestic market environment of the domestic second-hand economy from the developed second-hand economy
▌ The connotation of the idle economy
The idle economy or second-hand economy refers to the fact that traders/sharers no longer use them through buying, selling, leasing, and exchanging themselves in the second-hand market It can improve the utilization rate of items and prolong the economic performance of the value of items in a limited life cycle. The essence of is to allow commodities to be continuously transferred to users in need in the process of value loss, so as to maximize their residual value.
Economic benefits: Create new value in recycling
Idle goods are cost-effective and meet certain market demand
Supplement to first-hand retail and increase consumption
Promote the common development of related industries
Social benefits: in line with the development trend of circular economy
Use
to control resource consumption
Reduce negative impact on the environment
The outbreak of the second-hand market in Japan is directly related to the economic basis of people's consumption, changes in spending power and habits
▌China's second-hand market is still in the initial stage of growth The two indicators of population aging and the degree of population aging can roughly judge the economic foundation, consumption capacity and habits of the current residents in my country, which is generally in Japan's "third consumption era". From the perspective of the economic foundation of consumption, this stage is a period of rapid growth in the total retail sales of social consumer goods, the frequency of commodity replacement is accelerated, and the consumption capacity of the people is rapidly increasing;
However, from the perspective of consumption ability and habits, my country is accelerating into an aging society, the family economic pressure is increasing, and the consumption behavior of residents is returning to rationality; and due to the developed economy and consumption culture of first- and second-tier cities, they share the concept of consumption and the awareness of resource recycling. has been popularized. Therefore, on the whole, the domestic second-hand market of is still in the stage of cultivation and initial growth.
▌The domestic second-hand economy is far from forming a corresponding culture and system.
In developed countries such as Japan, Europe and the United States, due to the earlier implementation of to promote the practice of circular economy and the development of the industry, second-hand sales and idle exchanges have become a A unique culture and a natural and environmentally friendly way of life.
and China's flea market has always existed, but due to the lack of a standard and standardized circulation system, and citizens' relatively weak awareness of environmental protection and the concept of resource recycling, domestic users' participation in the idle economy is not high .
▌The transfer of value from high-tier cities to low-tier cities and the upgrading of user consumption in mid- and low-tier cities
The Japanese people no longer pursue material desires after the economic crisis and disaster, and the society has entered a low-desire model. The second-hand consumption environment is different. The market is generated in response to the consumption upgrade of users in low- and middle-level cities and the pursuit of quality of life by a large number of young people. The national second-hand consumption appeal is to replace the value loss of commodities at a relatively low price to enjoy a better life.
Analysys Qianfan data shows that as of the middle of 2019, the proportion of domestic second-hand e-commerce platforms in low- and middle-level cities has increased significantly compared with the end of 2016, and the consumption power is strong, and the proportion of middle- and high-end consumers is 48.2%.
▌The activity of domestic second-hand e-commerce users has gradually increased, becoming an important driving force for the second-hand market
The scale of active users in the second-hand e-commerce industry and the penetration rate in mobile shopping have grown rapidly in the past two years, and users' recognition of online second-hand transactions has gradually increased promote.
In June 2019, the penetration rate of active users of xianyuhtml, the largest trading platform for idle goods in China, reached 8.9% among all Internet users in the country in July, which is the same as Mercari, the world's first listed Japanese second-hand e-commerce platform in this indicator. The numbers are close. The domestic second-hand consumption environment is accelerating the formation of with the rise and development of second-hand e-commerce platforms.
▌The direction of second-hand e-commerce venture capital has become more cautious, and the industry's requirements for enterprise supply chain efficiency and service support are increasing The trend of capital cooling in the business sector has already emerged, and it is a long-term trend. Second-hand transactionsEntrepreneurshipInvestment will be more cautious and rational, and the industry as a whole enters an adjustment cycle.
In the current domestic second-hand e-commerce field, there has not been a real enterprise that can realize large-scale realization or profit. Challenges from the economic cycle and financing environment have made the business environment and living environment more severe. The industry's requirements for enterprise supply chain efficiency and service support are improving.
Domestic second-hand e-commerce is in the market
Start-up period has become a new blue ocean for e-commerce
▌The second-hand e-commerce industry is in the market start-up period, with broad development prospects The forum explores the Internet-based path of second-hand transactions by providing second-hand goods transaction information;
The business model exploration and trial-and-error stage, users and capital drive the market, and giants enter.The development of the mobile Internet promotes the standardization of second-hand transaction models, the diversification of scenarios and the intelligentization of equipment, and the market competition is fierce;
Capital is more cautious and concentrated in the head, the giants promote industry consolidation, and the core elements of competition are shifting to improving refined management capabilities and optimizing customer experience ;
Established mainstream manufacturers, accelerated the construction of their own core barriers, continued industry integration, and presented new features of online and offline coordinated development;
C2C second-hand e-commerce platforms Confucius Old Book Network and 58.com-second-hand channels have been launched successively;
Xianyu, Huishoubao , turn to , pollener, catch more fish, enjoy things and other entrepreneurial players joined the battlefield, and continued to focus on online platform traffic and operations, detonating rapid user growth;
Ali opened through investment recycling treasure The integration of second-hand vertical market segments;
Aihuishou acquired a new round of financing from JD.com, Xianyu and Huishoubao cooperated to test the offline recycling station, and the offline layout of second-hand e-commerce was accelerated.
▌Compared with the traditional second-hand trading model, second-hand e-commerce makes the circulation of idle items more standardized and efficient, and drives the development of surrounding industries
▌It is estimated that the scale of second-hand e-commerce transactions in 2019 will exceed 250 billion yuan, becoming a new blue ocean for e-commerce
Under the background of the continuous growth of the total retail sales of social goods and the online retail sales of physical goods in China, with the gradual improvement of the public's awareness of responsibility for resource recycling, and the improvement of second-hand idle economic infrastructure and supporting systems, The second-hand idle economy and second-hand The rise of e-commerce is an inevitable trend .
From the perspective of categories, through the reuse of second-hand books and second-hand mobile phones to standardize the supply process and penetrate into all categories, the penetration rate of second-hand transactions will continue to grow steadily; from the perspective of transaction, second-hand e-commerce is leasing in addition to recycling and trading. , donation, and replacement, there is still a lot of room for expansion.
Alibaba and TencentThe two camps confront each other.
The vertical platform has formed a pattern of
▌The domestic second-hand e-commerce market has basically formed the two camps of Ali and Tencent. Layout recycling, leasing and other fields start-up company; Tencent cooperates with Jingdong to merge Paipai and Aihuishou, and the ecological team formed by alliance partners such as Zhuanzhuan has begun to take shape, and the domestic second-hand e-commerce market has basically formed Alibaba and Tencent are two camps.
▌The situation of second-hand e-commerce duopoly confrontation and vertical platforms will persist for a long time. Users in the second-hand e-commerce field of
are highly concentrated on the head comprehensive platform. The user share of the two platforms, Xianyu and to , is as high as 90.9%. The superposition of
category advantages and giant resource support is the main reason why Xianyu and Zhuanzhuan have gained a large number of active users. According to Analysys Qianfan data, as of August 2019, the number of active users of Xianyu APPhtml in March was 73.145 million, and the penetration rate has exceeded 70%. The second-ranked to penetration rate also reached 33.1%. In the
second-hand e-commerce market, from the perspective of solving the pain points of different types of second-hand trading scenarios or innovating trading models, the professional second-hand trading platform will continue to exist.
▌The leading companies of second-hand vertical popular tracks are still favored by capital
Although most of the second-hand e-commerce market has been dominated by two comprehensive platforms, Xianyu and Zhuanzhuan , the financing status of second-hand vertical platforms is not Difference. Judging from the financing situation in the second-hand e-commerce field in recent years, capital is still optimistic about the development prospects of fashion/luxury products, electronic products, books and second-hand goods processing sub-categories.
However, in the context of the cold winter of capital, the second-hand e-commerce field can continue to obtain large amounts of financing, and those who have established a firm foothold have basically become the leading companies on the popular track. For example, the typical representatives of the second-hand fashion/luxury market whose financing round is above the B round, PLUM, and only two; the second-hand electronics market, Aihuishou, Huishoubao, and the second-hand book market, Duocaiyu, etc.
▌The second-hand e-commerce is mainly based on the C2C and C2B2C models, and gradually tilts towards the C2B2C model. Idle Circulation Requirements The
C2C model is an operation model that allows idle purchases, replacements or gifts, and recipients to negotiate on their own to achieve the circulation of idle items. In this mode, the platform does not directly intervene in specific transactions, but focuses on the construction of basic transaction scenarios and the creation of a social atmosphere. The shortcoming of the
C2C model lies in the uncertainties and time costs faced in the transaction process, so it is more suitable for the transfer of low-priced, small items, or items of interest in niche circles.
▌For categories with sufficient price difference and easy to standardize, the C2B2C model can effectively solve the problem of information asymmetry and trust in second-hand transactions, and greatly improve transaction efficiency. After a series of value-added services such as identification, quality inspection, and renovation, as well as technical and operational services, the items are resold for price differences or service commissions. Under this model, the platform will intervene in the second-hand transaction process with professional services to solve the problems of item quality and trust in the second-hand transaction to the greatest extent, thereby greatly improving the transaction efficiency of the 2C side.
Due to the increased cost of recycling goods and providing additional services on the B-side, platforms operating in the C2B2C model need to fully ensure that the profit margins of the resale platform are sufficient to cover costs, and have higher requirements for enterprise supply chain efficiency and service capabilities.
Online and offline integration
Cultivate second-hand consumer culture and increase trust
is the core trend The layout of offline entities that can make up for the lack of online perception experience and increase user trust will be an important service supplement and development trend. After second-hand luxury e-commerce, second-hand electronic product recycling platforms and second-hand book e-commerce have all moved offline, second-hand comprehensive platforms Xianyu and paipai have also entered offline business this year, which to a certain extent indicates second-hand e-commerce. The trend of online and offline integration has been fully embraced.
▌Category and service expansion is the main growth path for second-hand vertical e-commerce
Build service barriers for business breakthroughs based on a vertical category or scenario, and then expand business through horizontal expansion of categories, sub-groups, and vertical in-depth leasing, auctions and other links Scope is the main path for the growth of second-hand vertical e-commerce business.
▌The development direction will focus on the "technology + operation" innovation and the improvement of basic supporting
