Luxury goods are starting to become more grounded.
Editor’s note: This article is from WeChat public account “ E-commerce online ” (ID: dianshangmj), author Zhu Ting, editor Si asked. The cold current is blowing to the luxury goods industry, LV Chanel Gucci Hermes, these giants can’t carry it.
Closing stores, discontinuing production, and revenue plummeting. Under a cool song, a group of players started running and went online. Prada and Miu Miu landed on Tmall, and LV landed on Xiaohongshu for live broadcast, trying to use the Internet. To reach consumers.
The giants are still like this. Under special circumstances, individual consumers have realized the return of bags and accessories, or pursued cost-effective requirements, and the market for second-hand luxury goods recycling and identification has become vigorous.
Not only has the search volume on idle fish increased significantly, but also the number of appraisal and recycling shops has increased significantly. Even the short video content on the second-hand luxury appraisal and recycling story on Douyin has become a hit.
The development of the second-hand luxury market also seems to have found its next site-traffic.
Burning authentication account
“This is a limited edition of Bulgari Valentine’s Day. I haven’t opened the box yet. But I always feel that when I open the box, I take this couple together.”
In the video, the appraiser is examining a bag. As soon as new content is released, the message area is full of fans:
“Pink gifts have basically failed.”
“It is recommended to add value-added services for identification and comfort.”
“Teach him to go to the counter to change one, there is an invoice anyway.”
10.498 million likes and 1.695 million followers, the epidemic made the netizens at home slowly discover that the vertical account of the original luxury appraisal and recovery did not lose popularity in a short period of time. Beida and other official accounts.
“E-Commerce Online” searches on Douyin. Based on the search volume of users on the platform, there are already many terms such as “luxury”, “luxury appraisal”, “luxury knowledge”
“This is actually an inevitable trend.” Fang Yuan, who has been dealing with luxury appraisal for 13 years, is now the head of CIC Yuanjian Luxury Appraisal Center. He told “E-commerce Online” that in his industry’s understanding, second-hand luxury goods companies “actually do intermediary work.”
Just like used car and used house transactions, they need to be formed based on a credit system. Therefore, recycling companies do IP on various platforms, or matrix drainage, all forming their own private domain traffic. “Cultivate from the private domain, so that consumers have trust, and ultimately better recycling, consignment and sales.”
Especially because of the previous epidemic, many offline stores were unable to open. For the second-hand luxury market, the process of recycling and sales will be blocked. “The appraisal team of 3-4 people usually has to go through hundreds of luxury appraisals offline. During the epidemic, the number was almost half.” Fang Yuan said that under the trend of “non-contact shopping”, only online distribution sources It is relatively stable, and it is basically around 200-300 pieces per day.
In the process of finding Fang Yuan through the free fish platform, the reporter found that there are not a few institutions or companies in this industry. “But those who have CMA appraisal qualifications in the industry are notuniversal. “CMA is the abbreviation of China Metrology Certification, which is simply the employment certificate.
Many accounts on short videos now, after adding friends, can always see the release of luxury pictures every day, the copywriting is generally the same: “sold” plus the emoji of the plane.
“This representative completes the transaction mainly to allow the traffic entering the private domain to better trust himself.” Fang Yuan said that the drainage methods in the industry are mostly utilitarian.
“The company will have more than 20 mobile phones running this kind of customer operation at the same time.” This means that if you add it, there will be no inquiry or sale in three months. The pool is cleared. After all, there is a continuous flow of new traffic in the market, and we must focus on operating valuable customer groups.
It’s just that the transaction records you see in the circle of friends are the same as the recycling stories you see on the short video platform.
Like the common break-up sale, Valentine’s Day gift appraisal, and the gift given by the object is actually a fake, most of it is on the content platform, which caters to the inner needs of viewers and has creative elements. “The overall process of these stories is normal, but for C2B (consumer to merchant) recycling, the reference on the C side is the price at the time of purchase, and the benchmark on the B side is the price of second-hand goods. Whether the transaction can be achieved depends mainly on the price. Agreement can be reached. “
As a result, many appraisal companies on Douyin have declined the need for further understanding of the case after the reporter expressed their intentions. “The industry generally does not want customers to know too much about the market. After all, the final price of this industry is determined by the poor information about the market and the strength of the C-end of their respective hands.”
The 140 billion second-hand luxury market
Through the leisure fish platform, the reporter learned from several more standardized recycling companies that, like the valuation process, the entire second-hand luxury market depends on experience.
The real appraisers in the industry will not be less than 10,000 luxury goods. Like the company where Fang Yuan is located, the standard for the initial review of the appraiser is 100,000.
The persistence of the epidemic has brought many challenges to these “eyes of fire” appraisers. Usually, you can identify the physical object offline, but due to logistics restrictions, you can only rely on online communication, and the photos provided by customers are used for preliminary evaluation.
“The judgement and quotation of the condition before the mailing are all based on the skill of the appraiser.But many customers who need to shoot, the camera angle is not professional enough. “Some big names have appraisal points in the bag mouth, zipper, and engraving. The pictures alone can not highlight the details well.
Fang Yuan gave an example to “e-commerce online”. If the powder bucket of LV is 99 new, the price can reach 8000 yuan, and the new value of 95 ranges from 7000 to 7500. Below 90% of the price or if there is a gap in the package, the price is Will drop another 2000 to 5,500 yuan.
A lot of luxury goods are different in color, and it is difficult for consumers to distinguish them with the naked eye, but these are the factors that determine the price when recycling.
According to Bain statistics, China ’s luxury consumption accounts for nearly one-third of the global luxury consumption market at 700 billion yuan. According to the European and American average second-hand penetration rate of 20% -30%, it is also at least 140 billion yuan. The scale of the second-hand luxury market, with the market saturation, the emergence of a circular economy chain in the luxury market has become an inevitable development trend.
After joining the bank in 2007, Fang Yuan used to work in a Japanese chain store. After returning to China, he just started the domestic second-hand luxury market. So far, the various links of the second-hand luxury goods trading chain have been able to derive different roles for identification and maintenance.
“I also did second-hand sales on Taobao around 2012. Like today, there are still many buyers or shops, and they bring goods to overseas buyer shops or Japanese medieval shops.” They do not need to identify themselves, only Responsible for buying and selling.
Fang Yuan told reporters that the concept of “Medieval” in Japanese, which landed in China, actually refers to styles that have existed for more than 10 years, and cannot be completely equivalent to second-hand products on the market.
The best circulation on the market today is in fact newer luxury and popular styles. “Luxury itself does not have the ability to generate value in addition to hype. On the contrary, prices are falling very fast.” For the active consumer in the second-hand luxury market, if it is to experience the freshness in order to reduce costs, it is relatively easy to shoot early after idle. Value preservation.
This also urges
Through the leisure fish platform, the reporter learned from several more standardized recycling companies that, like the valuation process, the entire second-hand luxury market depends on experience.
The real appraisers in the industry will not be less than 10,000 luxury goods. Like the company where Fang Yuan is located, the standard for the initial review of the appraiser is 100,000.
The persistence of the epidemic has brought many challenges to these “eyes of fire” appraisers. Usually, you can identify the physical object offline, but due to logistics restrictions, you can only rely on online communication, and the photos provided by customers are used for preliminary evaluation.
“The judgement and quotation of the condition before the mailing are all based on the skill of the appraiser.But many customers who need to shoot, the camera angle is not professional enough. “Some big names have appraisal points in the bag mouth, zipper, and engraving. The pictures alone can not highlight the details well.
Fang Yuan gave an example to “e-commerce online”. If the powder bucket of LV is 99 new, the price can reach 8000 yuan, and the new value of 95 ranges from 7000 to 7500. Below 90% of the price or if there is a gap in the package, the price is Will drop another 2000 to 5,500 yuan.
A lot of luxury goods are different in color, and it is difficult for consumers to distinguish them with the naked eye, but these are the factors that determine the price when recycling.
According to Bain statistics, China ’s luxury consumption accounts for nearly one-third of the global luxury consumption market at 700 billion yuan. According to the European and American average second-hand penetration rate of 20% -30%, it is also at least 140 billion yuan. The scale of the second-hand luxury market, with the market saturation, the emergence of a circular economy chain in the luxury market has become an inevitable development trend.
After joining the bank in 2007, Fang Yuan used to work in a Japanese chain store. After returning to China, he just started the domestic second-hand luxury market. So far, the various links of the second-hand luxury goods trading chain have been able to derive different roles for identification and maintenance.
“I also did second-hand sales on Taobao around 2012. Like today, there are still many buyers or shops, and they bring goods to overseas buyer shops or Japanese medieval shops.” They do not need to identify themselves, only Responsible for buying and selling.
Fang Yuan told reporters that the concept of “Medieval” in Japanese, which landed in China, actually refers to styles that have existed for more than 10 years, and cannot be completely equivalent to second-hand products on the market.
The best circulation on the market today is in fact newer luxury and popular styles. “Luxury itself does not have the ability to generate value in addition to hype. On the contrary, prices are falling very fast.” For the active consumer in the second-hand luxury market, if it is to experience the freshness in order to reduce costs, it is relatively easy to shoot early after idle. Value preservation.
This also urges