上个月，二手交易服务平台转转在C2C市场战略性撤退，关闭个人交易业务和"自由市场"的商品发布入口，全面转向C2B2C模式，即提供有平台质检和保 障的二手商品交易服务模式。不到一个月时间，小红书开始内测"快捷售卖"功能，用户可以在笔记下方挂上想要出售的闲置商品链接，也可以在聊天时直 接向对方发送商品卡片。 艾媒咨询数据显示，2024年国内二手电商交易规模达6144.9亿元，同比增长12.0%，用户规模2.86亿人，同比增长9.8%，预计2030年交易规模将达9114.3亿 元，用户规模达3.89亿人。在这个千亿市场细分的C2C赛道，闲鱼岿然不动，送走转转后又迎来小红书。 相比于需要疯狂打广告获客的转转，二手交易赛道的新玩家小红书显然不用为此头疼，近几年来，"小红书出物"已经成为个人卖家出售闲置物品的新选 择，只不过"快捷售卖"功能上线前，最终交易都是在闲鱼完成的。推出"快捷售卖"功能，意味着小红书不愿再为闲鱼作嫁衣裳。 不过，如今二手交易市场已经从"野蛮生长"时期进入到了"精耕细作"的新阶段，转转切割C2C业务后转向深度信任关系的构建，某种程度上也为小红书敲 响了警钟，即平台提供交易功能后便当甩手掌柜，在当下的 ...

Core Insights - The article discusses the strategic retreat of the second-hand trading platform, Zhuanzhuan, from the C2C market, marking a significant shift in its business model towards C2B2C [1][2][5] Group 1: Zhuanzhuan's Strategic Shift - Zhuanzhuan has decided to shut down its C2C business, which has become a financial burden, contributing less than 3% to the platform's total transaction volume [2][3] - The CEO of Zhuanzhuan, Huang Wei, acknowledged that the closure of the C2C business was a difficult but necessary decision, indicating a long-term strategy to focus on more profitable areas [2][5] - The C2C model has inherent risks, including transaction disputes and issues with product authenticity, which have negatively impacted Zhuanzhuan's brand reputation and user trust [3][5] Group 2: Competitive Landscape - The second-hand market is becoming increasingly competitive, with new players like Douyin and Kuaishou entering the luxury second-hand goods sector, indicating a robust market potential [1][7] - Xianyu remains the dominant player in the C2C space, boasting a user base of 215 million, while Zhuanzhuan's user base has declined to 35.88 million, highlighting the challenges Zhuanzhuan faces in gaining market share [3][7] - Aihuishou, another competitor, has established a strong supply chain in the 3C digital sector and is expanding its operations, posing a significant challenge to Zhuanzhuan [7][9] Group 3: Future Challenges for Zhuanzhuan - Zhuanzhuan's shift to a heavy asset model requires substantial investment in quality inspection and logistics, which may lead to increased customer acquisition costs and reliance on advertising [6][9] - The competition with Aihuishou is intensifying, particularly in the 3C sector, where Zhuanzhuan's transaction volume is slightly lower, indicating a need for improved supply chain efficiency [9][10] - The entry of new players with a focus on content-driven transactions is changing the dynamics of the second-hand market, making it essential for Zhuanzhuan to adapt its strategy to remain competitive [10][11]

Core Viewpoint - Zhuanzhuan, a well-known second-hand trading platform in China, is shifting its business model from C2C to C2B2C, closing its "free market" operations that have been running for ten years, in response to competitive pressures and trust issues in the C2C model [1][2][11]. Summary by Sections Business Model Transition - Zhuanzhuan will gradually shut down its core C2C "free market" business, starting with the closure of personal product posting on September 24, followed by the removal of browsing and purchasing options by September 29, and the final closure of customer service by October 31 [4][5]. - The platform will now focus on C2B2C, where sellers can sell items through recycling, consignment, and listing, with the platform providing official quality inspection services [5][6]. User Impact - The closure of the free market will significantly impact specific user groups, particularly those trading niche items like collectible cards and dolls, who may find it difficult to adapt to the new model [9][11]. - Users have expressed concerns over the higher prices of officially inspected items and the platform's shift towards self-operated sales, making it harder for ordinary sellers to complete transactions [7][11]. Trust and Quality Issues - The C2C model has faced trust challenges, including online fraud and gray market transactions, which the platform struggled to manage effectively [11][12]. - Quality issues in second-hand goods, such as undisclosed defects and counterfeit products, have led to a poor shopping experience for consumers [12][14]. Operational Challenges - The new C2B2C model requires Zhuanzhuan to invest more resources in quality inspection and after-sales service, as the platform will now be directly responsible for these aspects [15][16]. - While the official inspection model aims to enhance trust in transactions, it may also increase operational costs, which could be passed on to consumers, necessitating a balance between cost control and user experience [16].

Core Viewpoint - The company, Zhuanzhuan Group, announced the gradual shutdown of its "Free Market" business, focusing instead on the "Official Verification" model to provide a more secure second-hand trading experience for users [1][2]. Group 1: Business Strategy - The decision to close the "Free Market" was described as a difficult but necessary choice, aimed at eliminating the space for online fraud and gray market transactions [1]. - The "Free Market" business accounted for less than 3% of the overall GMV (Gross Merchandise Volume) of Zhuanzhuan, indicating that its closure would not significantly impact the company's overall operations [2]. - The company aims to enhance user experience by focusing on the C2B2C model, which has shown rapid growth and profitability in recent years [2][7]. Group 2: Market Positioning - Zhuanzhuan's shift from C2C to C2B2C reflects a broader trend in the second-hand market, where platforms are increasingly differentiating based on user needs, with Zhuanzhuan emphasizing service quality and reliability [4][5]. - The company has established a complete closed-loop service for second-hand transactions, addressing issues such as information asymmetry and trust, which enhances user experience and transaction efficiency [7]. Group 3: Quality Assurance and Standards - Zhuanzhuan has developed its own standards for second-hand product verification, including a comprehensive 367-step inspection process for mobile phones, ensuring quality and reliability [6]. - The company has set up quality inspection centers across the country and employs over 2,500 quality inspectors to maintain high standards in its offerings [6]. - The focus on standardization in the second-hand market is seen as essential for meeting the evolving demands of consumers who prioritize product quality and service experience [7].

来源：子弹财经 2025年9月22日，转转集团CEO黄炜通过一封致用户的公开信，宣布了一个深刻影响公司未来的决定：转转将逐步关停自创立之初便存在的C2C"自由市 场"业务，转而将凝心聚力，全面转向以平台深度介入为特征的C2B2C"官方验"业务模式。 这是一次业务上的"断舍离"，更标志着在中国二手电商赛道上，转转与闲鱼在近十年并行竞逐后，正式走向了截然不同的方向。 转转毅然选择了一条更"重"更"深"的道路。它放弃了海量的长尾商品和纯粹的信息撮合模式，决心通过构建质检、回收、门店和服务体系，将自身从一个 互联网信息平台，彻底转变为一家"新消费企业"。 这一转变的背后，是对消费者诉求变化的深刻洞察。人们对二手商品的需求，正从充满不确定性的"淘货"惊喜，转向追求品质与保障的"购物"安心。 而在天平的另一端，是坚定向右转的闲鱼。它持续深耕"轻"而"广"的C2C社区生态，依托阿里巴巴庞大的流量和成熟的电商基础设施，已然成为一个拥有 超5亿用户、月活1.6亿的"年轻人兴趣交易社区"。 对于这一战略抉择，转转集团CEO黄炜在公开信中表达了坚定的决心： "选择只做「官方验二手」、选择用户长期需要我们的方向、选择自己最认可和擅长 ...

Core Viewpoint - The company, Zhuanzhuan Group, announced the gradual shutdown of its "Free Market" business, marking a strategic retreat from direct competition with Xianyu in the second-hand e-commerce sector [1][2]. Group 1: Business Transition - Zhuanzhuan's CEO, Huang Wei, described the shutdown as a "strategic retreat," indicating a shift towards a C2B2C model that has been in motion since 2019 [2]. - The C2C business, which was the foundation of Zhuanzhuan, now accounts for less than 3% of the company's total share, highlighting the need for transformation [3]. Group 2: Financial Performance and User Engagement - Zhuanzhuan has invested heavily in advertising, particularly on platforms like Bilibili and Douyin, but the effectiveness of this investment appears limited, with monthly active users only increasing from 24.73 million to 35.88 million, a year-on-year decrease of 5.3% [3]. - The company has generated over 25 billion yuan in revenue since its establishment, with registered users exceeding 400 million by the end of 2024 [3]. Group 3: Quality Assurance and Trust Issues - The shutdown allows Zhuanzhuan to focus on its "Official Verification" business, which has seen significant investment, including 1.5 billion yuan for quality inspection centers and over 2 billion yuan planned for 2024 [4]. - Despite these efforts, trust issues persist, with over 110,000 complaints on the Black Cat Complaint platform, primarily related to discrepancies in product descriptions and quality verification [5]. Group 4: Competitive Landscape - Xianyu, as the leading player in the second-hand market, has surpassed 200 million monthly active users, growing nearly 20% year-on-year, and has established a unique ecosystem combining transactions and community engagement [6][8]. - The market is expected to polarize, with Xianyu dominating the C2C segment while Zhuanzhuan and competitors like Wanwu Xingsheng compete in the B2C quality market [9].

转转再次转型。9月22日，转转集团宣布逐步关停C2C模式的"自由市场"，彻底告别这一曾为核心但如 今占比不足3%的业务，转向以质检和服务为核心能力的C2B2C模式。当然，这也意味着转转会越来 越"重"，聚焦于重资产运营模式。 转转集团CEO黄炜坦言，"是时候做取舍了"。这份艰难取舍既是转转在业务重心、资源分配、成本投入 等方面的多维考量，也是其对未来二手交易市场竞争方向的综合判断。近年来，闲鱼等平台逐步纳入更 多B端商家，在质检等环节的介入更深，二手电商的竞争导向已从过去的流量转变为服务与效率。获得 更多信任和成交，成为企业更为看重的事情。 关停C2C业务 公告显示，转转集团将逐步下线"自由市场"业务，其他业务线正常运转。对于此次"自由市场"业务下 线，转转集团方面承诺将确保用户交易服务平稳过渡。据了解，"自由市场"业务为C2C模式，个人卖家 直接向个人买家提供商品或服务。同时，公告中称，自今年9月24日上午10时起，转转平台将关闭个人 商品的发布入口；9月29日上午10时起，将逐步下线"自由市场"可浏览和购买的商品，直至次日零时正 式关停"自由市场"交易服务，过渡期间"自由市场"产生的订单，转转的客服和售后 ...

转转再一次转型。9月22日，转转集团宣布逐步关停C2C模式的"自由市场"，彻底告别这一曾为核心但如今占比不足3%的业务，转向以质检和服务为核心能 力的C2B2C模式。当然，这也意味着转转会越来越"重"，聚焦于重资产运营模式。 这份艰难取舍既是转转在业务重心、资源分配、成本投入等方面的多维考量，也是其对未来二手交易市场竞争方向的综合判断。近年来，闲鱼等平台逐步纳 入更多B端商家，在质检等环节介入更深，二手电商的竞争已经从过去的流量导向转变为服务与效率导向。获得更多信任和成交，成为企业更为看重的事 情。 关停C2C业务 9月22日，转转集团发布公告宣布，将逐步下线"自由市场"业务，其他业务线正常运转。对于此次"自由市场"业务下线，转转集团承诺会确保用户交易服务 平稳过渡。"自由市场"业务为C2C模式，个人卖家直接向个人买家提供商品或服务。 公告显示，自2025年9月24日上午10点起，平台将关闭个人商品的发布入口，9月29日上午10点起，将逐步下线"自由市场"可浏览和购买的商品，到24点正式 关停"自由市场"交易服务。针对过渡期间"自由市场"产生的订单，转转的客服和售后通道将延长1个月。10月31日，客服和售后通 ...

转转的未来仍在二手行业内，只是不再局限于电商平台的牌桌。 "你的电脑是MacBook Air 2020年款，95%新，保护得真不错。"8月，《中国企业家》见到转转集团创始人、CEO黄炜，这是他脱口而出的第一句话。 在转转内部，近万名员工对黄炜有一个统一的称呼——县长。2007年～2015年，他先后在百度、58同城等大厂负责LBS、二手业务线。2015年创立转转 时，黄炜时任58同城副总裁，亲历过58同城与赶集网的10年大战。 作为国内初代互联网产品经理，线上模式对黄炜来说意义非凡。一如当下大模型圈对AI的信仰，他曾激情、无畏地认为互联网是一切命题的终极解法。 但10年过去，生活在阿里、京东等巨头阴影下的转转，曾历经资金链断裂的生死考验，黄炜对线上也有了不一样的看法。如今，他称自己做得最多的是减 法。 2025年9月22日，转转宣布将逐步关闭C2C业务线——这也是闲鱼最大的领地。黄炜对《中国企业家》形容，这是一次"战略性的撤退"。 接下来，转转将开启100%的C2B2C模式。未来，卖家可以通过回收、寄卖、挂售等多种方式在转转进行出售交易。交易过程中，转转提供"官方验"服 务，即商品经过官方质检后，再上架至转转平 ...

据悉，自2019年至今，转转"官方验"业务持续高速增长，已成为用户在转转平台交易的主流选择，二 手"自由市场"业务目前在平台整体GMV中所占比例已不足3%。为了给用户更靠谱的二手交易商品和服 务体验，转转决定从战略侧聚焦C2B2C核心业务，围绕百类千品战略，进一步推进二手消费的高质量发 展。 转转集团CEO黄炜曾表示，二手产业发展到现在，已经进入到了新的阶段，消费者对于商品品质和消费 体验都有了更高的要求。选择聚焦"官方验二手"，是为了满足用户在二手交易中的新需求，尝试把非标 产品尽量变得标准化，为用户提供具备"确定性"的体验。 新浪科技讯 9月22日上午消息，转转集团发布官方公告（以下简称公告），宣布将逐渐关停旗下"自由 市场"业务。公告称，未来，转转将全力聚焦二手"官方验"业务模式，为用户提供除了"个人对个人"交 易之外的、更有保障的二手消费新选择。并强调集团其他业务线正常运转。 个入口。 关停「自由市场」是个艰难但必须坚定的选 择。「自由市场」是转转的开端,承载了初创 团队的心血和第一批用户的信任;但同时,它 也为网络诈骗、灰色交易提供了空间,我们很 难找到妥当的方法改善交易双方的纠纷。在这 里,要向所 ...