Core Insights - Xiaohongshu has launched an internal test of the "Quick Sale" feature, allowing users with accounts older than 180 days and verified professional accounts to sell items without a deposit, marking its entry into the second-hand e-commerce market [1][2][4] - The "Quick Sale" feature simplifies the selling process, enabling users to embed links to second-hand items directly in their posts, thus keeping transactions within the platform and enhancing user experience [1][5] Group 1: Market Context - The second-hand e-commerce market in China is projected to reach a transaction scale of 645 billion yuan in 2024, with a year-on-year growth of 17.56% and an increase in user base from 252 million in 2020 to 660 million [5] - Major players in the second-hand e-commerce space include Xianyu, Zhuanzhuan, and others, with no clear market leader currently established [5][11] - Zhuanzhuan has recently exited the C2C market due to low profitability, indicating a shift in market dynamics that Xiaohongshu aims to capitalize on [6][11] Group 2: Xiaohongshu's Competitive Advantages - Xiaohongshu's community-driven model provides a trust foundation for second-hand transactions, enhancing conversion rates compared to traditional platforms [7] - The platform's data-driven approach allows for precise targeting of potential buyers, even for content with low engagement [7] - Xiaohongshu is also focusing on niche markets, such as the ACG (Anime, Comic, and Games) community, by encouraging users to sell related products through the "Quick Sale" feature [8] Group 3: Challenges Ahead - Xiaohongshu faces challenges related to the uncontrollable supply in the C2C model, which can lead to quality disputes and customer dissatisfaction [9][10] - The platform must balance community engagement with commercial objectives, as an influx of professional sellers could disrupt the existing ecosystem [10] - Competition from established players like Xianyu, which has advanced AI features and a robust credit system, poses a significant challenge for Xiaohongshu as it seeks to establish itself in the second-hand market [11]

Core Viewpoint - Xiaohongshu is launching a "Quick Sale" feature to facilitate second-hand trading, aiming to compete with platforms like Xianyu and retain user transactions within its ecosystem [1][4][7]. Group 1: Quick Sale Feature - The "Quick Sale" feature allows users to sell second-hand items without a deposit, with platform guarantees to avoid penalties [4]. - Users can add products when posting notes, send product cards in private messages, and set their own sale conditions, with a price cap of 10,000 yuan [4]. - This move is a response to user demand, as many users have been redirecting traffic from Xiaohongshu to other platforms for transactions [7]. Group 2: Market Context - Xiaohongshu's shift from a "lifestyle guide" to a "lifestyle interest community" indicates a broader strategy to include more personalized and non-essential content [5]. - The interest-driven consumption model has proven effective, as seen in Xianyu's significant growth in transaction volume and value [5]. - Other e-commerce platforms like Taobao and JD.com are also exploring second-hand trading, highlighting the competitive landscape [8]. Group 3: Challenges and Considerations - Xiaohongshu faces challenges similar to those encountered by other platforms, such as managing C2C transaction safety and disputes [11][13]. - The platform's community attributes may provide an advantage, but balancing commercialization with community engagement remains a critical challenge [13][15]. - The "Quick Sale" feature is intended for individual users, but there are concerns about attracting professional sellers, which could complicate the platform's objectives [15].