"Two Luxury" Market: A Potential Market Ignored By Many People!

"Two luxury" market: a potential market ignored by many people!

At the age of 16, Xiaodi was admitted to Shenzhen middle school in the envious eyes of others.

Shenzhen middle school is one of the best schools in Guangdong. It can be seen from the fact that the "starting price" of the teachers in this school is all master's degrees from Peking University, Tsinghua University and famous overseas universities.

Xiaodi is not the second generation of rich people. Her parents are ordinary wage earners, but they have lived in the high-speed Shenzhen for a long time. Their parents who have never attended a university in this life know the importance of education to the next generation. Since childhood, they have attached importance to her education, regardless of the cost.

After learning that she, like most of the students in her class, wanted to study abroad early rather than go to Tsinghua University and Peking University, her parents even thought that if she didn't get the scholarship, she would sell a real estate in Shenzhen.

At the age of 17, Xiaodi, who was still a sophomore in Shenzhen middle school, received an offer from a British university and a full scholarship to avoid his parents from selling their real estate. He left home and went to the UK.

Although today's Britain is a bit dilapidated, they still do a good job in preserving the traditional culture. The British people's love for luxury goods makes Xiaodi feel the same.

After graduation, Xiaodi worked in a bank in the UK for a period of time. Later, considering that her parents were old and needed to be cared for, she voluntarily quit her job abroad and returned to Shenzhen.

Because she has been immersed in the world luxury field for many years abroad, she is very lucky to find a "counterpart" job in a TV station in Shenzhen: working as a luxury anchor in the tourism and sports channel.

In terms of qualification, she entered the live broadcasting industry much earlier than Li Jiaqi and Weiya, who only made their debut in 2016. In terms of professional standards, she has been familiar with the history and characteristics of various luxury brands through several years of systematic learning.

Moreover, as a Guangdong girl who grew up in an ordinary working-class family, Xiaodi was not born with the kind of delicate orchid suitable for keeping in the greenhouse, but a Rhododendron that was used to the wind and rain like Shenzhen in southern China.

Xiaodi was famous for her hard work when she was doing live TV. She used to set up her live broadcasting room in the war-torn Iraq in order to show the world how serious the war has damaged the Iraqi people.

In an interview, a luxury player said to Xiaodi: I have several second-hand LV, which my wife didn't want after using them a few years ago. Now that we are divorced, she doesn't want them. If you want them, I can give them to you for free.

So in a program, she tried to put these LV products on the shelf. Unexpectedly, the program on that day exploded, and nearly 100 people were bidding for one of the global limited edition used LV bags!

This incident also made her realize: the second luxury market is a potential market that is ignored by many people! Why not quit and sell ershe?

One live broadcast sold 1 million LV!

Because she had accumulated some customers when she worked in the TV station before, many luxury owners also established deep contact with her, because the amount of work at the beginning was very small, and Xiaodi after flying alone did not lack resources on the consumer side and supply side.

She has a loyal customer, who has always appreciated her live broadcast style of neither amplifying the advantages of the product nor ignoring the shortcomings of the product. She has been selling products from her since she was a TV anchor.

After she came out of the TV station, she usually did live broadcasting twice a week. Each time, the customer would place an order with a unit price of about 20000 yuan.

Once, she recommended a very popular Italian family brand in the studio, because the name of the brand was not very popular in the market compared with LV. She was worried that the live broadcast on that day would be cold. However, because the design concept of this bag was very valuable, she still insisted on hanging it.

What she didn't expect was that, shortly after the launch of this second-hand bag with a price of 100000 yuan, a total of 6 products were actually bought by customers within two hours.

The inspiration from this incident is: never underestimate your customers, they may know more about the brand than you!

On the double 11 in 2018, she did a special LV second-hand bag show, which was broadcast live for three hours, with a turnover of 1 million yuan. When the next batch of goods were put on the shelves, there were still customers who were still in their minds and asked when the next batch of goods could be put on the shelves.

After two years of accumulation, her business is also slowly on track. So she decided to expand her live broadcasting base.

Today, Xiaodi rents a two-story building in an e-commerce logistics park in Chengzhong Village, Bantian, Shenzhen. Each floor is connected to a large office area and then redecorated. On the upper floor, there are 8 live broadcasting rooms separated from each other; on the lower floor is the warehouse, where 2000 second-hand luxury bags, 500 second-hand luxury watches and various brands of luxury clothing are always available, totaling 3000 pieces.

These second-hand luxury goods mainly come here after being identified from Europe and other places. The main supplier in China is Sanlitun in Beijing, which is one of the distribution centers of the second-hand luxury goods in China: a Zhonggu store with dozens of square meters near Gongti North Road can sell more than 2 million goods in a month.

Today, Xiaodi has more than 20 anchors under her. Her monthly salary for these anchors is between 40K and 50K. Among them, several of them have a single performance of about 500000.

"Two luxury" market: an attractive relay game!

Objectively speaking, "two luxury" is not suitable for live broadcast with goods.

This is because the "two luxury" are generally isolated products, not suitable for the volume; and the live broadcast is to achieve a sales explosion by means of sound, body, low price promotion and other means.

However, the "two luxury" quickly offset the "deficiency" of walking volume with its distinctive characteristics.

First of all, the brand value behind luxury is the eternal value of "two luxury".

Think about it, a 20-year-old LV bag, after years of practice, not only does not appear aging, but also shines in the impetuous life after washing lead China. This shows that some "two luxury" have achieved in quality and brand value, and such products are worth cherishing!

Secondly, in the eyes of the knowledgeable people, the value of ershe is generally higher than that of conventional commodities.

There is a saying in this industry: "the more old you are, the more you know how to buy the most expensive second-hand goods.". In particular, those products that contain the designer's extraordinary design concept can only be made by hand, and can not be released on a large scale. If some talented designers die in succession, their works will become more valuable.

What's more, many people buy second-hand luxury goods, and what they want is a solid and heavy feeling of "big diamonds in hand, just like stones".

This can also be seen from the rising sales of ershe. The founder of a luxury service platform said: "since the beginning of April, the transaction volume of the platform has increased by 250-300%."

Such a growth rate is very rare for the general e-commerce platform, which also shows that the traditional commodities have been obviously in a weak position in the game between the second-hand luxury goods trade and the traditional goods.

Behind this is the amazing luxury consumption power of Chinese consumers.

In fact, China is now the global luxury market. As early as 2017, Chinese bought a third of the world's luxury goods.

The arrival of this year's epidemic situation has unexpectedly "stimulated" the development of the domestic second luxury market.

On the one hand, when business fails or turnover fails, many entrepreneurs buy second luxury. For example, why the second-hand luxury trade in Japan is so crazy? It is because in the era of bubble economy, people who buy big brands are like going to the vegetable market to buy vegetables. Later, when the economy was in recession, people who were short of money took out their valuable luxury goods and sold them; On the other hand, the more depressed the economy is, the more people feel that opportunities are right in front of them. Starting with "two luxury" has become a subconscious investment behavior of many people.

Therefore, after seeing the rising trend of "two luxury" consumption, in recent years, with the support of capital, people have been entering this mysterious field.

For example, the second-hand luxury e-commerce Feiyu has dozens of live broadcasting rooms in 10 cities across the country, with dozens of self-employed anchors, half of which have the ability to sell more than one million yuan a month.

Of course, in China, because of the imperfect system, the second-hand luxury market is still "business under the iceberg". For most people, the threshold for entering this field is very high. They should not only have professional knowledge to avoid the irresistible "renovation" routine, but also combine the long-term value of ershe and the market trend. It is very difficult to do this.

But in any case, the market for second-hand luxury goods is like an attractive relay game: as soon as the first group of people who make big money arrive at the end, the next group of people who want to set a record have already set out.