当信用分成为“通行证”，巨头如何撬动万亿新租赁市场

Core Insights - The new rental model, emphasizing "paying for experience rather than ownership," is reshaping the trillion-dollar consumer market, driven by platforms like Zhima Rental [1] - The Z generation is emerging as the main consumer group, with 72% believing that usage rights are more important than ownership rights [3] - The rental economy is increasingly recognized for its role in efficient resource allocation, promoting green development, and meeting diverse consumer needs [5] Group 1: Market Trends - Zhima Rental reported a 71.6% year-on-year growth in transaction GMV as of June 30, with over 60% of users under 30 years old and a 200% increase in orders from "post-00s" consumers [1] - Unique rental scenarios are emerging, such as students renting cameras for travel and parents renting baby equipment to avoid waste [3] - The new rental market is projected to approach 1 trillion yuan by 2030, becoming a significant driver of consumer growth alongside online and instant retail [4] Group 2: Business Strategies - Zhima Rental is leveraging credit scores as a "pass" for users, allowing high-credit users to rent high-value items without deposits, thus lowering entry barriers and reducing merchant loss rates [3] - The company plans to invest 10 billion yuan in resources to assist merchants with traffic, marketing, and cash incentives, enhancing their operational capabilities [4] - A collaborative marketing strategy is being implemented to enhance brand awareness and user education about Zhima Rental [4] Group 3: Regulatory and Development Insights - The rental economy is transitioning from "scale expansion" to "quality improvement," with a focus on establishing standards and benchmarks for merchant services [5] - The release of the first white paper on the healthy development of the consumption rental industry highlights the importance of digital technology in this transformation [4][5]