LV just announced the price increase, followed by the news of GUCCI's price increase. "I knew I wouldn't buy a fund to buy a bag, which is faster than my financial management." "Sisters, GUCCI only raised the price in Japan for two days, and only raised the price in Europe on the 23rd. It's still time to get on the bus! " "In order to buy LV before the price increase, I sold a few GUCCI that I didn't back. As a result, GUCCI has also gone up, and I regret it ... "
On various social platforms, the discussion about the price increase of luxury goods is extremely hot. There are long queues in front of luxury stores and counters, but I'm sorry, more young people have moved to the second-hand luxury market: the counters are 60% off, and they can experience the happiness of free bags, and they don't have to search and learn "how to avoid stage fright in luxury stores".
The influx of young people has made the second-hand luxury market boil and become one of the hottest tracks in recent years. In 20021year, e-commerce platforms of second-hand luxury goods such as Pang Hu, Jurisdiction, Zhier and bag luxury goods all received different rounds of financing ranging from tens of millions to hundreds of millions, and star investment institutions such as Jingwei China and Junlian Capital also joined the track of second-hand luxury goods trading.
Speaking of second-hand luxury goods trading, Milan Station, which originated in Hong Kong, is the earliest trading platform for second-hand luxury goods in China, and some chain stores have entered the mainland. Initially, most young people who want to buy second-hand luxury goods will go to these offline stores to choose and buy luxury goods. However, with the advent of the Internet era, the offline mode of Milan Station also made it lose its right to speak.
With the advent of the Internet era, vertical e-commerce of luxury goods represented by temple libraries and young people began to try to buy second-hand luxury goods on the e-commerce platform. However, due to supply chain problems, these e-commerce platforms have fallen into the dispute between brand authorization and product authenticity, and gradually began to fall behind.
The consumption pattern of second-hand luxury goods has also changed. I used to buy it offline, but later I bought it on platforms such as temple library. Now I place an order at home through my mobile phone and wait for express delivery. Young people's consumption of second-hand luxury goods is getting simpler and simpler.
According to the data of China Second-hand Luxury Industry Overview 202 1 published by Toubao Research Institute, more than 50% of second-hand luxury consumers are under 30 years old. Koala Haibao also said that more and more young people began to enter the second-hand luxury goods market, and the number of buyers increased rapidly after 1995 and 00.
"Luxury Bags after 00" in Little Red Book
The money saved by migrant workers desperately does not prevent them from buying a second-hand luxury bag-to some extent, this is an enhanced version of the "lipstick effect": buying "high-priced luxury goods" can comfort consumers when the economy is tight.
Young people choose to buy second-hand luxury goods for four reasons:
Cost performance. This generation of young people have made money and know how to buy things that they find interesting at a more cost-effective price. With the rise of new thinking, second-hand platforms such as idle fish and turning around have become another popular gathering place for contemporary young people to actively "Taobao". A 26-year-old luxury lover told e-commerce online that "spending 65,438+00,000 yuan on a brand-new bag is almost as happy as spending 7,000 yuan on a brand-new bag, and the latter is more cost-effective."
The rise of the retro trend. Young people are increasingly pursuing individuality. Some second-hand "orphan" luxury goods have their own personality and taste labels and become social currency. Inadvertently showing off your orphan products can gain a lot of envious eyes.
The "orphan bag" in the little red book
The rising tide of luxury goods and the influence of epidemic situation. In the past two years, the price of luxury goods has increased, and purchasing has been affected by the epidemic. Haitao may have to wait a long time for customs clearance and may be taxed. You might as well buy it on a second-hand platform.
Luxury queuing and "distribution". Luxury brands will control the shipments of popular products, keep prices stable and products scarce. If you want to buy popular products, you may only have the answer of "out of stock" when you go to the counter, and you can only register and queue up. Some luxury goods will also require "distribution": if you want to buy a bag, you can only qualify if you buy enough other things. Buy second-hand, there is no need to queue up for delivery. Young migrant workers who have worked hard all day just need to lie in bed and wait for the express delivery to get home.
The price increase of luxury goods has also brought the popularity of second-hand platform related products. Many individual sellers on the idle fish note on the details page: "The brand price has increased, the price has been discounted, and the price has been refused." A seller said that her bag had been hung for more than half a month, and only four or five people had asked before, but since the news of LV price increase came out, more than 30 people have asked, "The official may not be able to buy it, but the second-hand one will definitely be able to buy it. Everyone is worried about whether the second-hand one will increase its price, so they want to start first."
Young people who pursue cost performance, personalization and timeliness choose to buy second-hand, and the data of second-hand e-commerce platform also confirms their purchasing power: 202 1 Double Eleven, and the second-hand luxury e-commerce platform Hongbulin is on sale 16 minutes, and the purchase amount exceeds 200 million yuan; Koala's second-hand luxury business was launched in the middle of last year, and its turnover in the fourth quarter increased by 140% compared with the third quarter.
Temple Library, once an old-fashioned second-hand luxury e-commerce platform, is no longer the first choice for young people. At present, there are many digital home appliances, calligraphy and painting ornaments in the temple library. Although it advertised itself as a "high-end consumption platform", it blurred the positioning of the temple library as a "second-hand luxury e-commerce platform". Coupled with supply chain problems and consumer trust crisis, the temple library fell before the arrival of the hot wave of second-hand luxury goods.
China has the largest stock of second-hand luxury goods. Since 2008, nearly 40% of the world's luxury goods have been bought by China people, but the conversion rate between new products and second-hand transactions is low, only about 5% at present, and the second-hand luxury goods market is about 4 trillion, which has not yet been developed.
Luxury bags with the properties of "financial management and collection" are just the goods that can trigger the wave of "snapping up", which also gives young people who spend a little money to do big things a criterion when choosing their first luxury bag: value preservation and brand.
Therefore, young people will focus on the classic and popular models of major brands in the second-hand market. Local second-hand luxury stores or medieval stores used to be limited buying channels, but the Internet provides more choices. At present, the second-hand luxury goods market can be divided into several categories: one is idle e-commerce platforms such as idle fish and transfer, the other is vertical platforms such as Pang Hu, Hongbulin and Princess Fish, and the other is comprehensive e-commerce platforms, which are sold in cooperation with second-hand luxury goods merchants.
The Confucian sage of Koala told e-commerce online that there are two main professional e-commerce platforms for second-hand luxury goods:
One is platforms such as Hongbulin and Princess Fish, which are C2B2C models, providing platforms for transaction matching and system guarantee, identifying, cleaning and nursing luxury bags consigned by sellers, and providing certain after-sales guarantee for buyers to earn commissions. However, the supply and quality of the platform depends on the sellers in the platform, and the control ability of the supply chain is relatively low.
The other is a platform such as Koala Sea Purchase, which invites professional players to settle in and do B2C mode together. Daikokuya and RECLO, well-known shops in the Middle Ages in Japan, have a perfect second-hand luxury system and specialized appraisal institutions, which can find and screen out low-priced and high-quality goods and sell them to buyers after care. This kind of professional players have better supply, higher ability to control the supply chain, and focus on the boutique model.
Japan, separated by a sea, has formed a relatively complete industrial chain, with professional batch storage management, authoritative identification resource support and legal supervision, and its second-hand luxury goods market has accounted for 28% of the luxury goods industry market.
Compared with the 5% market share of the domestic second-hand luxury goods market, there are still many ways to go.
In the hot second-hand luxury market, young people can't bypass the issue of trust if they want to place orders without worry.
Lu Bo, the owner of an offline medieval store, also said that the technology of counterfeiters is becoming more and more realistic: "Some counterfeiters will sign up for training courses of appraisal institutions. Before that, we almost received a fake in our shop. Finally, it can be seen from the lettering that it is wrong. We professionals have almost been cheated, let alone ordinary people. "
Lupo also said that the most embarrassing thing about buying high imitation was that it took some time to find out that it was a fake. The seller has run away and the loss is irreparable. People who buy fakes can only admit that they are unlucky.
Except for C2C trading mode of platforms such as idle fish, the consignment mode of professional second-hand luxury e-commerce platforms is basically the same: C-end recycling, appraisal pricing, maintenance and storage, and after-sales sales sales. The biggest problem is that the platform cannot determine the source of goods, and identification is very important. But now that the counterfeiting technology is getting better and better, I am afraid there will be a moment of "losing eyes". At the same time, as a non-standard product, luxury goods are almost completely defined by the platform, such as standards such as "how many percent are new".
Even the second-hand luxury e-commerce platform, which claims to have a professional appraisal team, can't get rid of the trouble of "fake goods". According to the Research Report on the Development of the Second-hand Luxury Market in China (202 1) released by Yousheyi Auction, in 2020, the comprehensive genuine rate of goods appraised by Yousheyi Auction was 32.9%, and about 68% of imitations were "fake at first sight". The remaining 32% may be circulated in the second-hand luxury goods market.
On the black cat complaint platform, there are many complaints about selling fake goods on professional second-class luxury e-commerce platforms such as Hongbulin and Feiyu, and there are many complaints about quality problems, such as deliberately concealing defects and concealing bag maintenance.
Young people who carefully choose second-hand luxury goods for themselves can't escape the routine of merchants even if they escape the fakes.
Lupo told E-commerce Online that some merchants will let second-hand luxury goods go to Japan to "bathe" like Yangcheng Lake hairy crabs, and use consumers' trust in the Japanese second-hand luxury goods market to increase the value of bags. In order to sell higher prices, some businesses will secretly repair and cover up the problems. Even the second-hand luxury goods displayed in the live broadcast room have many routines, which are cleverly shielded during the live broadcast, or a "civet cat for a prince" is sent.
Deng Deng once checked a bag that was only used twice through a platform. At that time, she chose the pricing platform. Unexpectedly, the platform set a very low price. After deducting various discounts, vouchers and up to 20% commission, the money in her hand was "as low as dust". She found that many people have the same experience as themselves. Some people have problems with their bags during storage, and the platform does not compensate them. From then on, she chose to sell second-hand in idle fish, or directly sell her bags to second-hand luxury stores with good reputation in the local area.
Along with the "crisis of trust", there are still some people's reflections. More and more young people are investing in the second-hand luxury goods market, and they have to buy bags to eat instant noodles. Is it really just to express your "personality"? Or is consumerism subtly brainwashing young people?
In Sex and the City, Kelly, who owns 100 pairs of luxury high-heeled shoes with hundreds of dollars, said, "Standing on high heels, I can see the whole world. Love will die, but shoes will always be there. " However, after the landlord decided to sell the house and let her move out, when Carrie asked the bank for a loan to buy a house, she found that her bank deposit was less than four figures and it was difficult to pay tens of thousands of yuan down payment. She said with a complicated expression, "I spent 40 thousand yuan on shoes, but I have no place to live."
Many times, what young people need may not be luxury goods.