从抖音的“大甲方”，到线下的“大乙方”：转转的2.0生存法则

Core Insights - The release of iPhone 17 and iPhone Air has accelerated the mobile phone replacement trend, contributing to the growth of the second-hand mobile phone market in China, which is projected to reach a transaction volume of 7,020 billion RMB by 2024, with mobile phones accounting for 74% of this market [1][3] - The second-hand consumer electronics market in China is expected to grow at a compound annual growth rate (CAGR) of 21.1%, reaching 18,456 billion RMB by 2029 [1][3] Market Dynamics - The second-hand goods trading platform, represented by Zhuanzhuan, addresses the pricing issues of high-value standard products in the secondary market, enhancing transaction efficiency through a refined pricing system [3][4] - Unlike collectible items, the products on Zhuanzhuan are primarily consumables, necessitating a focus on quality inspection and revaluation [3][4] Brand Strategy - Zhuanzhuan leverages brand endorsement to build trust in transactions, especially in the secondary market where information transparency is lower [4][5] - The platform has adopted a C2B2C model, acting as a trust intermediary to facilitate transactions between consumers [4][5] Marketing Approach - Zhuanzhuan has engaged influencers on platforms like Douyin and Bilibili to enhance brand trust and recognition, utilizing the relationship between influencers and their followers to transfer credibility [7] - The company has reported achieving profitability in 2024, indicating the effectiveness of its saturated advertising strategy in a rapidly growing market [7] Competitive Landscape - The second-hand market is fragmented, with over a hundred entities competing, leading to a low concentration ratio (CR5 at 18.6% for mobile phone recycling) [9] - Zhuanzhuan's user growth has stagnated, attributed to intense competition and a focus on price sensitivity among consumers [9][10] Expansion Strategy - To counteract stagnant online growth, Zhuanzhuan is expanding into offline retail with the launch of "Super Zhuanzhuan," a multi-category second-hand store, which aims to diversify its product offerings beyond electronics [11][12] - The acquisition of the luxury second-hand brand Hongbulin has enabled Zhuanzhuan to tap into new customer segments and resources [11][12] Industry Comparison - The second-hand market features key players like Xianyu (C2C model) and Aihuishou (offline focus), with Zhuanzhuan emphasizing online operations while also exploring offline avenues [13][14] - Xianyu benefits from a strong social network effect, while Zhuanzhuan's model focuses on efficiency and trust in transactions, positioning it as a strong intermediary in the market [15][16]