从性价比到价值感：二手电商重塑消费心智

Core Viewpoint - The second-hand e-commerce sector is emerging as a significant player in the digital retail landscape, driven by policy support and changing consumer behavior, with a user base exceeding 660 million and a transaction volume surpassing 645 billion yuan, indicating rapid growth [2][4][17]. Group 1: Policy and Market Dynamics - Macro policies increasingly focus on "benefiting people's livelihoods and promoting consumption," which aligns with the growth of second-hand e-commerce [4]. - The introduction of "Two New" policies connects enterprises and consumers, enhancing product iteration and activating consumer purchasing power [4]. - Various government initiatives aim to develop second-hand goods circulation, encouraging the growth of the second-hand market and the establishment of a standardized trading environment [6]. Group 2: Growth Metrics and Trends - In Q2, the revenue of "Wanwuxinsheng" reached nearly 5 billion yuan, marking a 34% year-on-year growth, with a transaction volume of 10.3 million orders, up 22.6% [7]. - The perception of second-hand goods is shifting from merely cost-saving to a broader value consumption mindset, particularly among younger consumers who prioritize quality and sustainability [8][16]. - The recovery of various categories, including luxury goods and electronics, has seen significant growth, with gold recovery GMV increasing by 118% and luxury goods by 63% [8]. Group 3: Supply and Demand Adaptation - Second-hand e-commerce platforms are evolving from mere transaction platforms to integrated service ecosystems, enhancing consumer trust and experience [12][14]. - The shift towards C2B2C models and self-operated products is gaining traction, with "Wanwuxinsheng" reporting a 63.7% increase in self-operated revenue [12][14]. - The expansion of recovery categories beyond electronics to include high-value items like gold and luxury goods indicates a broader market potential [15]. Group 4: Future Outlook and Sustainability - The second-hand e-commerce market has significant growth potential, with a current penetration rate in China much lower than in developed markets [22]. - The integration of second-hand recovery with new product sales is expected to enhance the efficiency of the supply chain and stimulate consumer demand [20]. - The industry's role in promoting sustainable consumption and addressing environmental concerns is becoming increasingly prominent, with companies setting carbon reduction targets and engaging in responsible recycling practices [23][24].