Brands on ESG 2025年二手时尚 奢侈品市场 消费者洞察 推动二手奢侈品激增的品牌、平台和趋 势背后的数据 meltwater.cn A generations point of view 目录 | 方法论 | 03 | | --- | --- | | 简介 | 04 | | 主要的购买动力 | 06 | | 值得关注的平台、产品和品牌 | 10 | | 假货的问题 | 18 | | 结语 | 22 | 2 10 18 22 方法论 本报告介绍了融文解决方案的洞察和分析。引用的数据包括 2024 年 2 月 1 日至 2025 年 1 月 31 日期间全球社交和数字媒体数据以及博客、点评、 播客、论坛和社交媒体来源（包括 X、Instagram、Facebook、Reddit 和 Pinterest）中提及的相关关键字、短语、品牌名称和主题标签。 二手奢侈品如何改变时尚 简介时尚 当今，二手奢侈品时尚行业的商业格局不可忽视！从贝雷帽到高 跟鞋，二手奢侈品正在改变消费者对奢侈品及自身购买力的看 法。未来 10 年内，二手奢侈品市场预计将达到952亿美元。您的 公司或品牌是否已做好充分准备，应对市场 ...

一、循环经济浪潮下的消费新格局 在全球ESG（环境、社会、治理）理念深入人心的今天，循环经济已从概念走向主流。波士顿咨询集团研究报告显示，2025年，全球循环经济市场规模达到 4.5万亿美元。在中国，"双循环"战略与绿色消费政策的双重推动下，高端消费品市场正在经历一场深刻的范式转变。 贝恩咨询最新数据令人瞩目：中国二手奢侈品市场在过去三年保持年均30%以上的复合增长率，而其中租赁板块增速高达45%，成为增长最快的细分领域。 更值得关注的是消费群体变化——30岁以下消费者在租赁市场的占比已从2019年的28%跃升至2023年的52%，年轻一代对"拥有权"与"使用权"的认知正在重 塑。 对于传统二手奢侈品及高端数码行业的经营者而言，这一趋势既是挑战更是机遇。行业分析认为，单纯依赖"买进卖出"的传统模式，正在面临增长天花板。 拓展租赁业务，已从"可选项"转变为应对市场变革的"战略必选项"。 二、传统经营模式的四大痛点审视 4. 专业门槛持续升高 鉴定真伪、养护修复、市场定价等专业能力要求不断提升，但人才培养体系滞后。行业调研显示，超过60%的新从业者表示"缺乏系统学习渠道"。 即便是转型线上，也面临新的挑战：流量获 ...

"节日需求集中爆发是涨价前消费量增加的核心推手。"从事二手奢侈品行业7年的唐女士表示，春节作为消费旺季，二奢产品兼具高端属性与价格优势， 成为不少消费者的首选。此外，专柜缺货也加剧了二奢市场的供需失衡。她表示，香奈儿、爱马仕等品牌热门款的专柜缺货率常年保持在40%以上，部分 限量款甚至"一包难求"，需要翻倍配货。"很多消费者不是不想要新品，而是买不到。" 华声在线1月27日讯（全媒体记者 熊韵婧）1月26日，记者在长沙市潮宗街发现，多家二手奢侈品交易门店前挂出了"春节前将调价，新品到店欢迎选 购"的公示。店内，货架上摆满香奈儿、路易威登、爱马仕等品牌二手包袋。除了往季产品外，还有不少新品摆在最中心的位置，消费者排队取货试背。 节前二奢店消费需求持续增长 二奢店主要售卖回收二手箱包、腕表、服饰、珠宝首饰等奢侈品，业务涵盖奢侈品的回收、寄卖、鉴定、清洁养护以及销售等。记者走访潮宗街上的7家 二奢店，其中有三家专门售卖各大奢侈品牌包包和配饰，有两家主打售卖CHANEL，还有两家售卖奢侈品成衣。虽然是寒冷的工作日，但每一家店铺都 有不少人进店挑选。 "平时工作日店里可能一天才接待十几位顾客，现在一上午客流在50人左右 ...

热闹的消费场景背后，性价比争议也逐渐显现。记者在采访中了解到，部分二奢产品价格已超过专柜原 价，性价比大打折扣。"这款LV Speedy 25的二手价现在要1.2万元，专柜原价才1.1万元，只是专柜没货 才不得不买二手。"消费者刘女士认为二奢的核心优势本应是性价比，过度涨价会削弱购买欲。 "平时工作日店里可能一天才接待十几名顾客，现在一上午客流在50人左右，试背热门包型都要排 队。"二奢店WOOWS的店员向记者介绍，节日期间的消费强度远超平日，店内库存周转率较平日提升 了3倍，热门款上新后只会存留几天。此外，在店铺通知过年要涨价的消息后，年前销量明显增加。 "节日需求集中爆发是消费量增加的核心推手。"从事二手奢侈品行业7年的唐女士表示，春节作为消费 旺季，二奢产品兼具高端属性与价格优势，成为不少消费者的首选。此外，专柜缺货也加剧了供需失 衡。她表示，香奈儿、爱马仕等品牌热门款的专柜缺货率常年保持在40%以上，"很多消费者不是不想 要新品，而是买不到"。 对此，WOOWS的店员也透露，虽然店内多款热门包袋的二手价格上涨，但仍比专柜价格低15%— 20%，且无需配货等待。不少消费者为了节日能及时使用，宁愿接受二奢 ...

Group 1 - WS International Luxury Second-hand Store opened in Qingshan District, covering approximately 3,000 square meters with over 1,000 high-quality second-hand items from popular brands [4] - Hanyang District launched a car promotion event from January 18 to February 14, offering up to 5,000 yuan in subsidies for purchasing vehicles, which can be combined with national and local subsidies [5] - The establishment of the Guanggu Business School aims to cultivate 500 technology entrepreneurs and startups over the next three years, with a goal of helping at least 50 companies achieve annual revenues exceeding 100 million yuan [12] Group 2 - The "Spring Breeze Action" job fair was held, featuring 80 quality companies offering over 4,000 job positions, aimed at stabilizing employment and promoting development [20] - Wuhan's financial authorities introduced measures to support urban renewal projects, targeting at least 100 projects with a financing support goal of no less than 1,000 billion yuan [21] - The city is experiencing a surge in plum blossom viewing, with nearly 100,000 plum trees blooming across parks and streets, attracting public interest [22]

Core Viewpoint - The article discusses the transformation of retail spaces in Wuhan, particularly focusing on the opening of a second-hand luxury goods store, which marks a significant shift in the retail landscape towards niche markets and enhanced consumer experiences [3][4]. Group 1: Retail Transformation in Wuhan - Wuhan's retail sector is undergoing significant upgrades, moving away from a "large and comprehensive" model to a focus on niche customer segments, enhanced experiences, and digitalization, resulting in a decrease in vacancy rates to 13.9% [3][8]. - The WS International Luxury Goods Recycling Store, covering nearly 3,000 square meters, offers a range of luxury brands and services, including rapid authentication and one-stop recycling and maintenance [5][6]. - The second-hand luxury goods market in China is projected to reach 38.4 billion yuan, with a year-on-year growth of 48%, significantly outpacing the global growth rate of approximately 5% [6][8]. Group 2: Competitive Strategies and Market Dynamics - To address market competition, the Wuhan Commercial Group has made substantial adjustments, including the closure of several mid-to-high-end brands and the introduction of luxury and mid-range brands, alongside new dining options [7][9]. - The retail market in Wuhan saw a net absorption of 373,000 square meters last year, a 33.3% increase year-on-year, indicating active engagement from operators in leasing and repositioning efforts [9]. - The restaurant sector remains a key driver of new store openings, accounting for 41% of new establishments in core retail areas, reflecting changing consumer preferences towards diverse dining experiences [9].

Core Insights - The opening of the largest second-hand luxury goods store in Central China at Wushang MALL marks a significant shift in retail strategy, focusing on differentiated experiences and digitalization to cater to younger consumers [1][4] - The second-hand luxury goods market in China is rapidly growing, with an estimated market size of 38.4 billion yuan in the previous year, reflecting a 48% year-on-year increase, significantly outpacing global growth rates [4][6] Group 1: Retail Strategy and Market Trends - Wushang MALL has undergone multiple transformations, including the introduction of an outlet shopping center and a shift towards a multi-retail and cultural social model to adapt to competitive pressures [4][5] - The retail landscape in Wuhan is evolving, with a focus on niche markets and enhanced consumer experiences, leading to a decrease in vacancy rates to 13.9% [1][7] - The second-hand luxury store features a 3,000 square meter space, offering a range of high-end brands and services, including rapid authentication and one-stop care, which enhances customer convenience [2][4] Group 2: Competitive Landscape and Innovations - Other retailers in Wuhan are also adapting, with significant renovations and the introduction of new concepts, such as a large-scale trendy toy market and a two-dimensional themed mall, to attract younger consumers [6][7] - The overall retail market in Wuhan saw a net absorption of 373,000 square meters, indicating a positive trend in market operations and a proactive approach to filling vacancies [7] - The food and beverage sector remains a key driver of new store openings, accounting for 41% of new establishments, reflecting changing consumer preferences towards diverse dining experiences [7]

Group 1 - The core viewpoint of the article is that Wushang Group has officially entered the second-hand luxury goods market through its upgraded Wushang MALL·Zhongyuan project, positioning itself as a pioneer in this sector in China [2] - The Wushang MALL·Zhongyuan project features various business formats, including international brand circulation, green smart spaces, and boutique outlet selections, with a focus on sustainability and luxury [2] - The WS International Brand Circulation Store is noted as the first state-owned enterprise to operate in the second-hand luxury market, highlighting the significance of this initiative [2] Group 2 - The second-hand luxury goods market is identified as a new blue ocean for retail in China, with Wuhan being one of the pilot cities for second-hand goods circulation [2] - The Wushang MALL·Zhongyuan store spans nearly 3,000 square meters and aims to attract high-end customers with a "30-minute rapid appraisal + one-stop recycling and maintenance" service [2] - The store offers multiple functions, including sales, appraisal, maintenance, and live streaming, and specializes in luxury items such as bags, watches, and jewelry from brands like Hermès, Chanel, and Louis Vuitton [2]

Company Dynamics - Wushang Group, known as "China's first commercial stock," has officially entered the second-hand luxury goods market through its upgraded Wushang MALL·Zhongyuan project [2] - The Wushang MALL·Zhongyuan project features various business formats, including international brand circulation, green smart spaces, and boutique outlet selections, with the WS International Brand Circulation Store being a pioneering initiative in the state-owned enterprise sector for second-hand luxury [3] Industry Background - The second-hand luxury goods market is identified as a new blue ocean for retail in China, with Wuhan being one of the pilot cities for second-hand goods circulation [3] - The Wushang MALL·Zhongyuan project operates under the concept of "green circulation, luxury rebirth," featuring a nearly 3,000 square meter WS International Brand Circulation Store that aims to reach high-end customers with "30-minute rapid authentication + one-stop recycling and maintenance" services [3] - The store includes multiple functions such as sales, authentication, maintenance, and live streaming, focusing on high-end brands like Hermès, Chanel, and Louis Vuitton, and features a professional authentication center, maintenance center, and VIP private space, creating a comprehensive ecosystem from recycling to service [3] - Wushang Group plans to leverage its international brand ecosystem to explore new self-operated avenues in brand circulation [3]

Core Insights - The launch of Rolex's "Certified Pre-Owned" program in mainland China marks a significant event for the second-hand luxury goods market, indicating a shift towards a more rational consumption approach in cities like Chengdu [3][4] - The Chengdu second-hand luxury market is experiencing a transformation characterized by increased consultation but slower transaction rates, with consumers becoming more cautious and price-sensitive [4][5] Market Trends - There has been a notable increase in inquiries about second-hand luxury items, while the transaction rate has decreased, with consumers taking longer to make purchasing decisions [4] - The structure of transactions is changing, with bags being the most sold items, followed by watches, while jewelry sales have declined [4] - Brand preference is shifting towards items with strong value retention, with brands like Rolex, Hermès, and Chanel being favored, while others like LV and Gucci are seeing reduced price premiums [4][5] Pricing Dynamics - The pricing structure in the second-hand luxury market is undergoing a significant transformation, with only a few popular and rare items maintaining their premium pricing, while non-mainstream items require more flexible pricing strategies [5] - The increase in the number of second-hand trading platforms has enhanced price transparency, shifting the market from a seller's to a buyer's market, thus altering pricing power dynamics [5] Consumer Behavior - Young consumers are becoming the main force in the Chengdu second-hand luxury market, with a shift in their purchasing mindset towards valuing brand retention and resale potential over mere price advantages [6] - The focus on quality and brand reputation is becoming more pronounced among consumers, reflecting a more mature approach to luxury purchases [6] Industry Developments - The involvement of brands like Rolex in the second-hand market is expected to raise industry standards, emphasizing the importance of clear provenance and after-sales support [7] - The trend towards professionalization in the industry may challenge smaller businesses lacking in expertise and support systems [7] - Chengdu's government is planning to develop key categories in the second-hand market, including 3C digital products and luxury goods, to foster new consumption growth points [8]