小红书不愿再为闲鱼作嫁衣

Core Insights - The second-hand trading platform Zhuanzhuan has strategically retreated from the C2C market, closing its personal trading business and "free market" product listing, shifting to a C2B2C model that offers quality inspection and guarantees for second-hand goods [1][3] - Xiaohongshu has begun internal testing of a "Quick Sale" feature, allowing users to link idle goods for sale in their posts and chat, indicating a direct competition with Zhuanzhuan and a shift in the second-hand trading landscape [1][3][4] Market Overview - According to iiMedia Consulting, the domestic second-hand e-commerce transaction scale is expected to reach 614.49 billion yuan in 2024, with a year-on-year growth of 12.0%, and a user base of 286 million, growing by 9.8% [3] - By 2030, the transaction scale is projected to reach 911.43 billion yuan, with a user base of 389 million [3] Competitive Landscape - Xiaohongshu's entry into the second-hand trading market is seen as a natural progression, with significant user engagement in second-hand categories, but most transactions have historically occurred on platforms like Xianyu [4][9] - Xianyu remains dominant in the C2C segment, benefiting from Alibaba's ecosystem and a robust personal credit system, while Xiaohongshu must address how to build consumer trust in its new trading feature [3][11] Business Model Shift - Zhuanzhuan's exit from the C2C business highlights the challenges of sustaining profitability in this segment, as it struggled to compete with Xianyu, which has a much larger user base and transaction volume [12][14] - The transition to a C2B2C model signifies a shift towards a more structured and trust-based trading environment, which requires higher operational costs for quality assurance and customer service [17][15] User Experience and Trust - Xiaohongshu's "Quick Sale" feature aims to enhance community engagement and streamline the trading process, but it faces challenges in ensuring a secure and trustworthy trading environment [11][17] - The platform's current requirements for sellers, such as account age and professional certification, may not be sufficient to establish the necessary trust for effective second-hand transactions [17][12]