官方开卖中古表 成都二手奢侈品市场迎理性变局

Core Insights - The launch of Rolex's "Certified Pre-Owned" program in mainland China marks a significant event for the second-hand luxury goods market, indicating a shift towards a more rational consumption approach in cities like Chengdu [3][4] - The Chengdu second-hand luxury market is experiencing a transformation characterized by increased consultation but slower transaction rates, with consumers becoming more cautious and price-sensitive [4][5] Market Trends - There has been a notable increase in inquiries about second-hand luxury items, while the transaction rate has decreased, with consumers taking longer to make purchasing decisions [4] - The structure of transactions is changing, with bags being the most sold items, followed by watches, while jewelry sales have declined [4] - Brand preference is shifting towards items with strong value retention, with brands like Rolex, Hermès, and Chanel being favored, while others like LV and Gucci are seeing reduced price premiums [4][5] Pricing Dynamics - The pricing structure in the second-hand luxury market is undergoing a significant transformation, with only a few popular and rare items maintaining their premium pricing, while non-mainstream items require more flexible pricing strategies [5] - The increase in the number of second-hand trading platforms has enhanced price transparency, shifting the market from a seller's to a buyer's market, thus altering pricing power dynamics [5] Consumer Behavior - Young consumers are becoming the main force in the Chengdu second-hand luxury market, with a shift in their purchasing mindset towards valuing brand retention and resale potential over mere price advantages [6] - The focus on quality and brand reputation is becoming more pronounced among consumers, reflecting a more mature approach to luxury purchases [6] Industry Developments - The involvement of brands like Rolex in the second-hand market is expected to raise industry standards, emphasizing the importance of clear provenance and after-sales support [7] - The trend towards professionalization in the industry may challenge smaller businesses lacking in expertise and support systems [7] - Chengdu's government is planning to develop key categories in the second-hand market, including 3C digital products and luxury goods, to foster new consumption growth points [8]