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日本“闲鱼”:反效率之极,却让人欲罢不能
虎嗅APP·2025-05-20 10:08

Core Viewpoint - The article discusses the unique characteristics and user experience of Jimoty, a local second-hand trading app in Japan, comparing it to other platforms like Mercari and highlighting its low-tech, high-trust model [3][33]. Group 1: Jimoty's User Experience - Jimoty allows users to buy and sell second-hand items through in-person transactions, which fosters a sense of trust and community among users [3][19]. - The app has a significant volume of listings, with 206 items listed for free transfer in a single day, indicating active user engagement despite its limitations [5][24]. - Users often prefer cash transactions and in-person exchanges, which, while less efficient, provide a sense of security and personal connection [19][46]. Group 2: Market Position and Business Model - Jimoty operates primarily on an advertising revenue model, charging for ad placements and premium listings, without taking a cut from transactions [33][39]. - The platform's user base is predominantly older, with 75% of users over 40 years old, and 60% being women, particularly homemakers [26]. - In contrast to Mercari, which has a more comprehensive business model including payment services and logistics, Jimoty's simplicity may limit its financial growth potential [33][39]. Group 3: Comparison with Competitors - Mercari, launched earlier, has a more robust infrastructure with features like payment guarantees and logistics support, making it more appealing for users seeking convenience [35][39]. - Jimoty's model is likened to that of 58.com and Xianyu in China, but it lacks the same level of transaction facilitation and user experience enhancements [40][41]. - Despite its limitations, Jimoty's focus on local, low-cost transactions and community trust allows it to maintain a loyal user base [42][47].