财经观察丨不拥有更自由，“租”事有新势

Core Insights - The rental industry is expanding beyond traditional categories, with new services emerging that cater to diverse consumer needs and preferences [6][7][12] - The new rental market is projected to reach nearly 1 trillion yuan by 2030, driven by a significant increase in younger consumers engaging in rental services [6][12] Industry Trends - The rental market is experiencing a shift towards "new rental" models, which focus on user experience and convenience, contrasting with traditional rental practices that often involve high deposits and lengthy approval processes [12][16] - Younger generations, particularly those born after 1995, are increasingly opting for rental solutions over ownership, valuing access and experience over possession [7][12][16] Market Data - The transaction volume on the Zhima Rental platform has seen a year-on-year growth of over 71.6%, with users under 30 accounting for more than 60% of the platform's customer base [6][13] - The new rental market is expected to grow from 71.6 billion yuan this year to approximately 1 trillion yuan by 2030 [12][16] Consumer Behavior - Consumers are utilizing rental services for a variety of products, including books, baby care equipment, and event-related items, indicating a broadening of rental applications [13][16] - The trend of "experience renting" is gaining traction, where consumers can rent high-value items at a low cost, with a significant percentage opting to purchase after the rental period [16] Business Strategies - Zhima Rental is investing 10 billion yuan in resources to support merchants, including marketing and operational enhancements, to drive business growth [18] - The platform has introduced a set of transaction management regulations aimed at protecting consumer interests, which will take effect on September 1 [18]