日本“闲鱼”：反效率之极，却让人欲罢不能

Core Viewpoint - The article discusses the unique business model and user experience of Jimoty, a local second-hand trading platform in Japan, comparing it with other platforms like Mercari and highlighting its strengths and weaknesses in the context of Japanese consumer behavior and trust culture [3][21][26]. Group 1: Jimoty's Business Model - Jimoty operates as a local information exchange platform, primarily focusing on second-hand goods, and generates revenue through advertising and paid listings rather than transaction fees [21][24]. - The platform allows users to post items for free, with a significant portion of listings being zero-yen transfers, which is driven by the high cost of waste disposal in Japan [11][21]. - Jimoty's user base is predominantly older, with 75% of users over 40 years old, and 60% being women, particularly homemakers looking to transfer household items [13][21]. Group 2: User Experience and Trust - The platform emphasizes face-to-face transactions, which fosters a sense of trust among users, as they believe in the integrity of the other party [27][33]. - Users often prefer cash transactions and in-person exchanges, which contrasts with the growing trend of online payments in Japan, indicating a cultural preference for direct interactions [8][9]. - The article highlights that the lack of online payment options and delivery services limits the platform's reach but enhances the perceived safety and reliability of transactions [7][8]. Group 3: Comparison with Competitors - Mercari, a competing platform, offers a more comprehensive service with online payment, logistics support, and a more sophisticated user experience, making it more appealing to a broader audience [22][24]. - The financial performance of Mercari significantly outpaces that of Jimoty, with projected revenues of 181.7 billion yen for Mercari compared to 1.774 billion yen for Jimoty in 2024 [24][25]. - The article suggests that Jimoty's simplistic model may not attract significant investment interest compared to more integrated platforms like Mercari, which have a complete transaction ecosystem [21][24].