二手电商线下争夺白热化 门店在成本管控、供应链管理、选品能力等方面接受更多考验

Core Insights - The second-hand e-commerce industry in China is transitioning from rapid growth to a more refined phase, with a significant focus on offline expansion as a competitive battleground [1] Group 1: Offline Expansion - Xianyu plans to establish 100 offline stores within five years, having opened its first store in Hangzhou in early 2024, with over 20 stores operational or in preparation across nine cities by the end of 2025 [2] - Zhuanzhuan has accelerated its offline presence, opening its first multi-category second-hand store, "Super Zhuanzhuan," in Beijing, covering over 3000 square meters with more than 30,000 SKUs across 200 categories by the end of 2025 [2] - Ai Huishou, a competitor, reported having 2,195 offline stores across 298 cities, with a 95% year-on-year increase in multi-category recycling transaction volume [2] Group 2: Addressing Trust and Market Demand - The shift to offline stores is driven by the need to address trust issues and market demands, as customers prefer in-person transactions to mitigate concerns about product quality and seller credibility [3] - Over 60% of users visiting offline stores for consignment services are inactive users of the Xianyu app, indicating a successful outreach to demographics less engaged online [3] Group 3: Policy Support - Continuous policy support, such as the "Action Plan for Promoting Large-Scale Equipment Replacement and Trade-in," reinforces the integration of online and offline second-hand transactions, boosting confidence in offline expansion [4] Group 4: Operational Challenges - The offline store model is capital-intensive, requiring enhanced cost control, supply chain management, and product selection capabilities, pushing the industry towards a more refined operational approach [5] - The presence of new products in Xianyu's flagship store indicates a reliance on factory surplus to fill shelves, highlighting the challenges of establishing a consistent inventory [5] - Ai Huishou faces challenges in extending its services to high-value non-standard items, necessitating significant investment in professional appraisal capabilities [5] Group 5: Strategic Recommendations - Experts suggest that despite high initial investments, offline stores can enhance brand image, provide immediate service experiences, and build consumer trust, which are critical advantages [6] - Implementing multi-channel strategies to drive online traffic to offline experiences and exploring value-added services like repairs and appraisals can enhance the attractiveness and profitability of offline stores [6]