Core Viewpoint - The article discusses the unique business model and user experience of Jimoty, a local second-hand trading platform in Japan, comparing it with other platforms like Mercari and highlighting its strengths and weaknesses in the context of Japanese consumer behavior and trust culture [3][21][26]. Group 1: Jimoty's Business Model - Jimoty operates as a local information exchange platform, primarily focusing on second-hand goods, and generates revenue through advertising and paid listings rather than transaction fees [21][24]. - The platform allows users to post items for free, with a significant portion of listings being zero-yen transfers, which is driven by the high cost of waste disposal in Japan [11][21]. - Jimoty's user base is predominantly older, with 75% of users over 40 years old, and 60% being women, particularly homemakers looking to transfer household items [13][21]. Group 2: User Experience and Trust - The platform emphasizes face-to-face transactions, which fosters a sense of trust among users, as they believe in the integrity of the other party [27][33]. - Users often prefer cash transactions and in-person exchanges, which contrasts with the growing trend of online payments in Japan, indicating a cultural preference for direct interactions [8][9]. - The article highlights that the lack of online payment options and delivery services limits the platform's reach but enhances the perceived safety and reliability of transactions [7][8]. Group 3: Comparison with Competitors - Mercari, a competing platform, offers a more comprehensive service with online payment, logistics support, and a more sophisticated user experience, making it more appealing to a broader audience [22][24]. - The financial performance of Mercari significantly outpaces that of Jimoty, with projected revenues of 181.7 billion yen for Mercari compared to 1.774 billion yen for Jimoty in 2024 [24][25]. - The article suggests that Jimoty's simplistic model may not attract significant investment interest compared to more integrated platforms like Mercari, which have a complete transaction ecosystem [21][24].

Core Viewpoint - The article discusses the unique characteristics and user experience of Jimoty, a local second-hand trading app in Japan, comparing it to other platforms like Mercari and highlighting its low-tech, high-trust model [3][33]. Group 1: Jimoty's User Experience - Jimoty allows users to buy and sell second-hand items through in-person transactions, which fosters a sense of trust and community among users [3][19]. - The app has a significant volume of listings, with 206 items listed for free transfer in a single day, indicating active user engagement despite its limitations [5][24]. - Users often prefer cash transactions and in-person exchanges, which, while less efficient, provide a sense of security and personal connection [19][46]. Group 2: Market Position and Business Model - Jimoty operates primarily on an advertising revenue model, charging for ad placements and premium listings, without taking a cut from transactions [33][39]. - The platform's user base is predominantly older, with 75% of users over 40 years old, and 60% being women, particularly homemakers [26]. - In contrast to Mercari, which has a more comprehensive business model including payment services and logistics, Jimoty's simplicity may limit its financial growth potential [33][39]. Group 3: Comparison with Competitors - Mercari, launched earlier, has a more robust infrastructure with features like payment guarantees and logistics support, making it more appealing for users seeking convenience [35][39]. - Jimoty's model is likened to that of 58.com and Xianyu in China, but it lacks the same level of transaction facilitation and user experience enhancements [40][41]. - Despite its limitations, Jimoty's focus on local, low-cost transactions and community trust allows it to maintain a loyal user base [42][47].

究竟是用户体验的"复古"，还是商业生态的"回炉"？ 在日本生活的笔者用一个叫Jimoty的App，花500元人民币（约1万日元）买了14件家具和电器，其中包含微波炉、电饭煲、折叠桌椅、沙发、衣架、敷布団 （日式床垫）…… 它的交易方式：线下见面，一手交钱，一手交货。我说它是日本的"闲鱼"，但它远远比不上闲鱼的用户体验，起码闲鱼能帮你完成线上支付和物流运输。 今天笔者意不在于将它作为一个商业独角兽来介绍。只是个人很常用它。 日本人也很喜欢它。给你个数字看一下它的体量： 我定位自己为新宿内藤町附近10公里（基本覆盖了东京23区）并只看这区域的信息，5月工作日的某一天，用户共发布的0元物品转让信息是206条。 这206条里面，已经排除了商家，个个都是活人。尤其是在其他平台即便日发布量高达数万件，但是商家占比可能达30~50%的情况下，它虽然体量不大，但 是胜在真实。 真实的物品发布信息会让真实的用户感兴趣，然后洽谈线下的见面时间，几乎不怎么砍价，接着见面、寒暄，一手拿出现金，一手接住货，最后"有缘再见 请多关照"，鞠着躬，离开。 奇迹般存在的产品，奇迹般地不被淘汰，奇迹般仍然大量人在使用。 一 有时候，笔者自己都觉 ...