租书学情商、租机搞创业，“新租赁”渗透Z世代，芝麻租赁GMV年增71.6%

Core Insights - The "new rental" model is rapidly gaining traction among young consumers, driven by interest and self-satisfaction consumption trends [2][3] - The market for new rentals is projected to approach 1 trillion yuan by 2030, becoming a significant driver of consumption growth alongside online and instant retail [2][8] Market Growth - As of June 30, the transaction GMV on the Zhima rental platform has increased by 71.6% year-on-year, with over 60% of users being under 30 years old [4][5] - Orders from post-2000 consumers have surged by 200% year-on-year [2] Consumer Behavior - The new rental model reflects a shift in consumer logic, focusing on meeting usage needs rather than ownership, leading to a reduction in idle goods [4] - Popular rental categories include professional equipment like drones and game consoles, as well as artistic items like vinyl record players and designer collaborations [3] Market Potential - A survey indicated that while only 8% of respondents have used new rental services, 51% of non-users expressed willingness to try them, highlighting significant growth potential [6] - The rental market is expected to exceed 1 trillion yuan by 2026, with the number of businesses in the sector surpassing 30,000 [5][6] Strategic Initiatives - Zhima rental plans to invest 10 billion yuan in resources to support merchant operations, including traffic, marketing, and cash incentives [7] - The company aims to enhance its operational capabilities through AI and full-domain operations to meet the growing demand for rental services [6][7]