Master Bao! Master Bao! If you sell a bag, you will be a Master Bao!"
During the recent period of time, the social animals working in the core CBD of Beijing, every time they enter and exit the elevator, they will receive a round of "magic bombardment" of Master Bao's brand new elevator advertisement. Always humming "Master Bao" accidentally.
Behind this magical advertisement, Master Bao is one of the main platforms for domestic luxury transactions, and the new trend of luxury consumption it represents is obviously more worthy of attention:
Whether it is a young "luxury white" who has just entered the pit, or a high-end player who will focus on limited editions and commemorative items, with the increasingly mature luxury consumption and the changing consumption concept, second-hand luxury goods are attracting more and more more and more people's attention.
Data show that from 2016 to 2020, the market size of my country's second-hand luxury goods industry has surged from 2.85 billion to 17.3 billion, and has always maintained double-digit growth. Especially under the influence of the epidemic, overseas consumption has been hindered, and the transaction volume of second-hand luxury goods in 2020 has increased by 47.87% compared with 2019.
But this is just getting started. According to the research data of professional institutions, my country's second-hand luxury goods market currently accounts for 5% of the entire luxury goods market, which is still far from the 30% or so of second-hand luxury goods in developed countries in Europe and the United States.
A future market of hundreds of billions or even trillions is on the horizon.
1. The new posture of "cure all diseases"
"There's nothing wrong with one package. If there are, two."
This popular "cure for all diseases" Internet ridicule represents many people's love for luxury consumption. Whether it is a "little white" who is just entering the workplace or a seasoned "old bird", for them, a luxury item is of great significance: it is not only a reward for their hard work, but also a bonus for themselves at work. "Combat Gear".
However, for a long time in the past, some young people did not hesitate to "eat soil" and purchase luxury goods beyond their own spending capacity. There have been many cases in the media reports, loans to buy luxury goods, and even college students are caught in order to buy luxury goods" The news of "naked loans" has also become the focus of widespread criticism in public opinion.
Such a phenomenon is changing with the rise of second-hand luxury goods platforms, and young people who are not yet well-off have set their sights on second-hand luxury goods, and "cure all diseases" has therefore taken on a new posture.
Data shows that in the rapidly growing second-hand luxury goods transactions in recent years, buyers and sellers born in the 1990s account for about 50%, becoming the absolute dominant group. Among them, young people in first-tier cities represented by Beijing and Shanghai are the main force in the consumption of second-hand consumer goods. Similar to various lifestyles in the past, the new consumption boom from first-tier cities is rapidly spreading to second- and third-tier cities.
Why buy second-hand luxury goods? Price is naturally one of the biggest influencing factors. Open the "Bag Master" app, a Burberry men's pocket is priced at 2,000+, and a Gucci old flower classic ladies' bag can be won for only more than 3,000. The usually unattainable luxury goods are quite approachable here.
In addition to price, changes in young people's consumption concepts are also an important driving force for the rise of second-hand luxury goods transactions.
According to the 2021 "Research Report on the telemarketing list Development of China's Second-hand Luxury Goods Market" released by the Luxury Research Center of the University of International Business and Economics and other institutions, domestic consumers have gradually realized in recent years that the consumption of second-hand goods is both economical and environmentally friendly, and more rational consumption habits have driven The transaction volume and transaction value of my country's second-hand luxury goods industry have shown double growth.
2. A new battlefield for high-end players
Of course, second-hand luxury goods cannot be directly equated with "cheap". A good second-hand luxury goods trading platform is not only an excellent choice for purchasing "the first bag of young people", but also a high-end player in luxury consumption. Favorite "new battlefield".
Taking Master Bao as an example, in addition to affordable entry-level second-hand luxury goods, there are also Hermes Birkins priced at more than 500,000 yuan and Richard Mille men's watches priced at more than 2 million for high-end players to choose.
In fact, after years of rapid development, China's luxury goods market has long passed the initial stage of one-way "buy, buy, buy".
Some consumers who have accu