(Reporter Chen Qing) The sales of second-hand high-end consumer goods are becoming more and more popular.
A reporter from China Business Daily recently visited and found that the medieval commodity exhibition on Beijing's Silk Street and the flagship store of Fat Tiger Sanlitun have attracted many consumers to the store.
Although the online and offline markets are booming, problems such as inconsistent authentication standards for authentic products still restrict the development of second-hand high-end consumer goods.
Hot market sales
The reporter visited Sanlitun in Beijing and saw that the second-hand high-end consumer goods stores around Taikoo Li have a constant flow of customers.
Especially in the flagship store of Panghu Sanlitun, even on weekdays, the offline store of Panghu on the first floor of Tongying Center still has a constant flow of customers, and even queues to enter the venue after get off work in the evening.
Consumer Ms. Wang told reporters that she did not expect second-hand merchandise stores to be so gorgeously decorated, not even worse than first-line big-name brand stores, very eye-catching.
The reporter noticed that in terms of store design, the overall decoration of second-hand high-end consumer goods stores is fashionable and avant-garde.
In terms of service, it is almost the same as that of a big-name store. The clerk will provide one-on-one service and answer questions in detail for each product.
The staff in the store told reporters that Fat Tiger's store has an operating area of more than 1,000 square meters.
In terms of product selection, there are more than 300 classic Louis Vuitton products in the store, as well as 200 "outlet king" Hermes bags and hundreds of Chanel bags, etc. Some brand classic bags are here. There are sales.
In addition to the first-line big-name products, the store also set up an art tide play area full of super co-branded IP tide play.
"Every product in the store is more than 950% new, inspected and certified by China Inspection Group, and covered by genuine insurance." The store staff told reporters, "In addition to selling products, the store also provides product identification, recycling and other services. "
Ma Cheng, founder of Fat Tiger Technology, said that the flagship store of Fat Tiger Sanlitun is positioned as a store that integrates medieval and avant-garde fashion, and can provide users with the ultimate high-end consumer experience.
Consumer Ms. Wang told reporters that Fat Tiger Sanlitun flagship store gave her a newer understanding of second-hand goods.
Through fashionable and high-end display, the value of second-hand goods is also higher.
He Cong, chairman of Qihetu, told reporters that as non-standard second-hand products, offline stores have stronger interactivity and physicality, and consumers are more at ease when they go to the store to buy, so they are more popular.
In addition to the active deployment of second-hand platforms offline, recently, the Silk Street Building also held a medieval commodity exhibition.
Silk Street told reporters that dozens of medieval merchants and tens of thousands of high-end brand products were brought together at this medieval exhibition, which attracted the attention of many consumers.
在贺聪看来，二手商品走进实体店，除了让消费者近距离接触商品，增加信任感外，也旨在培育循环经济、环保、可持续时尚消费的理念。
发展潜力大
在线下二手实体商店频开业的同时，线上二手电商平台也获得了资本青睐。据贝恩公司最新报告，截至去年年底，全球二手高端消费品规模达374.5亿美元，并预计该数值在今年会得到进一步提升。
有市场分析师表示，由于转售可以延长高端消费品的寿命，二手商品已被视为可持续时尚的一部分，从去年起已成为各大集团争夺的新蛋糕，其中动作最快的是古驰母公司开云集团。除了通过控股股东Artemis投资二手奢侈品电商Vestiaire Collective外，开云集团旗下核心品牌古驰也在去年推出主打二手商品的电商平台Vault。
时尚领域专家张培英对记者表示，二手高端消费品往往以大幅低于专柜的价格出售，其中经典款式、成色为95-99成新的二手包袋也有很多，价格也较为亲民。对于追逐潮流又“务实”的年轻人来说，二手高端消费品更“实惠”。
优奢易拍发布的报告显示，目前中国高端消费品一手市场增长逐步趋于稳定，但二手市场，却处于存量大且流通率低的现状，今后二手高端消费品行业仍将是风口行业。
在贺聪看来，二手商品除了积极布局线下实体店外，从区域来看，三四线城市将是商家未来主要发力的地区。“由于三四线城市人口基数大，但购买高端商品的渠道少，其二手高端消费品市场发展潜力仍然巨大，未来将呈现强劲的购买态势。”
信任危机待解
二手高端商品需求旺盛，不过行业仍存在一些问题，比如商家良莠不齐、正品鉴定标准不统一等。
消费者李女士表示，现在二手高端消费品的实体店很多，类似胖虎这样的二手店，从服务到商品陈列，都和一线大牌相似。但毕竟不是品牌授权的产品，目前高端消费品鉴定也没有统一标准，所以对此仍有顾虑。
据悉，一些二手高端消费品店内的商品是由买手团队在海外市场采购获得，供应链链条不明确，商品资质难有说服力。同时，还有消费者表示，同样标注九五成新的包袋在不同渠道的价差达几百元，价格体系混乱。
Industry insiders believe that how to establish a good trust relationship with consumers is a challenge faced by the second-hand high-end consumer goods industry, and there is still a long way to go.
However, for the problems existing in the second-hand market, merchants are also actively changing.
The reporter noticed that Feiyu, a second-hand trading platform, is actively cooperating with third-party professional authoritative institutions, such as CCIC China Luxury Center and China Traceability.
iResearch shows that retailers with idle high-end consumer goods should strengthen their internal and external business optimization and cooperation, continuously strengthen their own brand service capabilities, and provide consumers with a basis for transaction trust.
Industry insiders said that professional identification capabilities, accurate pricing capabilities and differentiated operational capabilities are also capabilities that idle high-end consumer goods retailers need to have.