Xianyu, this is a big game! Netizens advise you to be kind

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** 007 of the brand world

Author 007 of the brand world

For them, there is nothing that cannot be traded in this second-hand trading platform founded by Alibaba, it is simply a paradise for people who are "addicted to buying" and "selling", as well as a happy hometown for crazy people.

In Xianyu, we can not only see the diversity of living things, but also appreciate the diversity of non-living things.

For example,Guangdong specialty - southern cockroach, will quietly take the initiative to clean up kitchen waste.

Source: Xianyu users.

For example,The beautiful country imports fresh air, and a mouthful is worth 100 yuan。I don't know if I will be fluttering if I smoke it, this is an original import from a beautiful country

Source: Xianyu users.

Another example,Affordable sale of the slightly flawed iPhone 13, and pretended to be calm and labeled as "slight bumps and scratches", do you think the buddy is joking?

Source: Xianyu users.

The threshold of the new world of goods ** was smoothed by Xianyu, and the gate was unloaded. Anyone who can use a mobile phone to pull twice can find their own place in this second-hand market.

In addition to the above-mentioned nonsensical posts, the normal second-hand transactions in Xianyu still account for the majority.

According to the latest data, Xianyu, which was launched in September 14 and is now in its 10th year, has exceeded 500 million users, of which 43% are post-95 users, 22% are post-00s, and the release scale is nearly 100 million, and the number of ** products has exceeded 1 billion.

At a time when the growth rate of the comprehensive e-commerce market has fallen to single digits, second-hand e-commerce can still maintain double-digit growth, which shows that this track has a promising future.

With the change of consumption concept, more and more young users are pouring into these idle trading platforms that were once not favored in China, and Xianyu, who is in the head position, is the biggest winner.

Just sayRecently, Xianyu has been making big moves.

First of all, it was announced that it officially opened the first physical store called "Xianyu Circulation Store" in HangzhouIt is the first full-category second-hand physical store of the same name of Xianyu APP to land offline. At present, it mainly serves users within two kilometers of the community, and provides two-way services for buying and selling in the store.

Source: Weibo.

Move from online to offline and take the initiative to get closer to usersAlthough this transaction process can avoid many problems such as information asymmetry and misalignment of goods, on the other hand, the operating costs of the platform will also increase. If there is no large enough user base and strong enough user stickiness to support the operation of community stores, losses are inevitable.

Like the Ai** platform, which is backed by JD.com's main 3C digital business, as of the Q2 quarter of 2023, there are a total of 1,944 outlets across the country. In the nearly 5 years from 2018 to 2022, the cumulative loss reached 46700 million yuan

AbsolutelyEarn or not and how much to makeThis is something that businesses should think about.

And we as users and consumers,It is more concerned about its own benefits and interests,**Is consignment in store more convenient than online transactions, and what services can be enjoyed in the store that are different from online, etc. These are all Xianyu moving offline, and they urgently need to create content gameplay and business.

Later, after more than two years of pulling, Ali finally got Tencent and recently launched Xianyu's official mini program on WeChat.

Source: Xianyu.

This move will undoubtedly pry more ** to join the second-hand trading activities of Xianyu, and also provide great convenience for the drainage of some professional sellers.

Break down barriers and achieve connectivityIt is the ultimate destination of the big manufacturers. After all, together, earn more.

The above is Xianyu's major measures at the external level, and it can also be said to be a phased victory in the development process of the platform.

Next, let's focus on itLet's talk about the ecology inside Xianyu

Xianyu is not just a traditional second-hand trading platform。From all kinds of dining vouchers and discount coupons for daily life, to air ticket discounts, hotels, and scenic spot tickets needed for travel, to tens of thousands of professional equipment, users can not only realize the "sharing economy" (sharing low-price discounts) in Xianyu, but also use it to rent and buyHave a "luxury" addiction, the cost performance is welded to all corners of life.

Users go from passive to active integration, which is indispensable behind the platform. Xianyu is very up-to-date to launch a variety of heart-warming services.

For example, when the hitchhiker culture was prevalent, the idle fish"Spell a single piece".It is also in full swing. Last year's Double 11, many young people won the first bottle of Moutai in their lives in the seafood market.

In Xianyu, you don't need to fight for speed, just fight for orders. Feitian 53% vol 100ml Kweichow Moutai can be bought at least 399 yuan, and you can earn it if you fight it.

Xianyu also took the opportunity to take advantage of various activities of the big promotion, which has greatly improved the best rate of the platform, further embraced young people and expanded the user circle.

For example, the culture of community built through barter. In Xianyu, the things traded can be physical objects or a skill, such as programming, copywriting, musical instruments, baking, swimming, etc., focusing on mutual assistance and mutual benefit.

In addition to saving money, you can also meet friends with common interests and hobbies, and the effect of fun experience and emotional value is also full. The stickiness of the corresponding platform to users has also improved, which is called a win-win situation.

Capturing the creativity of young people,Xianyu revitalized a pool of still water

In May last year, Xianyu specially created a new channel "Seafood Market" around hot consumption, providing users with a gathering place for hot topics to discuss.

For example, cycling and city walk swept the Internet some time ago, and the number of transactions on bicycles on Xianyu surged, as well as various hitchhiker services, including accompaniment, shooting, and post-production.

It's not the end of the year, it's the time when the company holds an annual meeting and distributes year-end prizes, and Xianyu is turned into a gift sale site for migrant workers.

Many big-name brand new products can be purchased at half price in Xianyu.

The more hyped is the New Year's gift box of the big factory. For example, ByteDance's 1,000-yuan Marshall (Marshall) brand Bluetooth box is priced at 999 yuan on Tmall***, and the price is in the range of 400-500 in Xianyu. Push and pull with the seller, maybe you can get a brand new British brand speaker at a price of less than 400.

Source: Xianyu.

There is also 10 yuan to draw luxury goods...

Source: Xianyu.

The second-hand trading platform is the biggest contributor to helping consumers knock down the best.

Although the original price is also affordable, second-hand is the most cost-effective。If one day it is idle, and then resell it, the closed loop of trading is realized again.

The last point is also the core problem of the second-hand trading marketTrust

The biggest drawback of the C2C model is the transaction dispute between the buyer and the seller, mainly about the information asymmetry of the quality of the goods, the old and the new, and the best of the goods.

In order to effectively solve the problem of the circulation of idle goods with high residual value, Xianyu launched the "help sell" service in September last year to provide professional quality inspection services, which is equivalent to providing a reassuring agent for sellers and buyers at the same time. It not only guarantees the best interests of both buyers and sellers, but also increases the average transaction time.

Compared with the United States, Japan and other countries where the second-hand transaction started earlier and the concept of circular economy is more deeply rooted in the hearts of the people, China's second-hand trading market started late, and various supporting measures are relatively immature, and there are even many gray areas where supervision is not in place.

Young people who have seen through the trap of consumerism have now enshrined cost-effectiveness as their life creed, and consumption patterns such as second-hand goods and rent-to-buy have just hit them.

At the end of the day, whether it's old or new, goods are ultimately at the service of people

When people understand the essence of life, they will understand that many things are destined to accompany them only for a short period of time, but it is better to let them come alive and burst out of the 2nd 3 4 5 ...Sub-life.

This process requires the entire second-hand e-commerce industry to work together to continuously change the regulatory system in the development process, improve the business model, and break through the pain points in the management of the transaction process one by one.

In the future, it is unknown that the next ** will be bred in the field of second-hand e-commerce.

References:

1.E-commerce newspaper pro: Xianyu actually wants to open a physical store.

2.E-commerce headlines: Xianyu won WeChat, Ali and Tencent hugged tightly.