低门槛、0保证金：小红书能“复制”闲鱼吗？

Core Insights - Xiaohongshu has launched an internal test of the "Quick Sale" feature, allowing users with accounts older than 180 days and verified professional accounts to sell items without a deposit, marking its entry into the second-hand e-commerce market [1][2][4] - The "Quick Sale" feature simplifies the selling process, enabling users to embed links to second-hand items directly in their posts, thus keeping transactions within the platform and enhancing user experience [1][5] Group 1: Market Context - The second-hand e-commerce market in China is projected to reach a transaction scale of 645 billion yuan in 2024, with a year-on-year growth of 17.56% and an increase in user base from 252 million in 2020 to 660 million [5] - Major players in the second-hand e-commerce space include Xianyu, Zhuanzhuan, and others, with no clear market leader currently established [5][11] - Zhuanzhuan has recently exited the C2C market due to low profitability, indicating a shift in market dynamics that Xiaohongshu aims to capitalize on [6][11] Group 2: Xiaohongshu's Competitive Advantages - Xiaohongshu's community-driven model provides a trust foundation for second-hand transactions, enhancing conversion rates compared to traditional platforms [7] - The platform's data-driven approach allows for precise targeting of potential buyers, even for content with low engagement [7] - Xiaohongshu is also focusing on niche markets, such as the ACG (Anime, Comic, and Games) community, by encouraging users to sell related products through the "Quick Sale" feature [8] Group 3: Challenges Ahead - Xiaohongshu faces challenges related to the uncontrollable supply in the C2C model, which can lead to quality disputes and customer dissatisfaction [9][10] - The platform must balance community engagement with commercial objectives, as an influx of professional sellers could disrupt the existing ecosystem [10] - Competition from established players like Xianyu, which has advanced AI features and a robust credit system, poses a significant challenge for Xiaohongshu as it seeks to establish itself in the second-hand market [11]