Core Insights - The opening of "Super Turn" marks a significant step in the second-hand luxury goods market, showcasing a multi-category approach to second-hand retail [1][3] - The store features a wide range of nearly 30,000 second-hand items across over 200 categories, emphasizing a shift from traditional luxury retail experiences to a more casual and exploratory shopping environment [2][4] - The strategy reflects a broader industry trend where second-hand e-commerce platforms are increasingly integrating offline experiences to build consumer trust [3][12] Company Strategy - "Super Turn" is the first major project following the acquisition of the second-hand luxury brand Hongbulin, indicating a strategic shift towards a multi-category retail model [3][6] - The store's design and product offerings aim to challenge consumer perceptions by excluding mobile phones, which were previously a core product for the company, to promote a broader understanding of second-hand goods [8][12] - The company is focused on creating a "trust delivery" model that integrates online and offline sales, enhancing consumer confidence in second-hand purchases [13][15] Market Positioning - The launch of "Super Turn" comes at a time when competitors like Xianyu are also expanding their offline presence, but "Super Turn" distinguishes itself with its large-scale, multi-category format [3][17] - The company aims to position itself as the go-to choice for high-value second-hand goods, contrasting with competitors that focus on fragmented transactions [17] - The initial success of the store has exceeded expectations, with a significant portion of foot traffic generated through organic word-of-mouth rather than formal advertising [12][13] Operational Insights - The store operates under a "trial operation + word-of-mouth" strategy, with a focus on refining the business model before expanding to additional locations [12][17] - The company has reported a significantly lower return rate in-store compared to online, indicating that the physical shopping experience enhances consumer decision-making [15] - The management acknowledges the need for continuous improvement in product selection and store offerings to better meet consumer preferences [12][13]