编辑导语:曾经,奢侈品是贵族的象征。而今,奢侈品可以通过二手的形式转卖,大多数人普通人都可以买到。伴随着国内直播电商的兴起,二手奢侈经济逐渐发展了起来。但高速发展的同时,也存在着一些问题亟需解决,未来二奢经济的直播趋势会是如何,我们一起来看看。
曾经,奢侈品是上层社会的专属,也是其社会身份的象征,而对于绝大多数普通人来说,奢侈品的消费高度则是其难以企及的。但在如今的奢侈品市场,已经出现了一些微妙的变化——那就是二手奢侈品的“热火”。
如今在市场中买卖二手闲置,早已经不是什么让人难以启齿的事情了,反而因为二手闲置品自身的经济型(实惠)而日渐受到越来越多人的关注。伴随着国内直播带货的兴起和新一代消费者的崛起,二奢经济破圈已经是大势所趋。
一、借直播出圈
近年来中古消费开始在国内广泛兴起、受众逐渐扩大,尤其是在去年疫情之下,借助直播带货的东风,二奢经济逐渐实现了从小众向大众的实力破圈。而二奢平台能够实现这一点,离不开直播平台的多重加持。
一方面,直播平台的海量流量为二奢平台带来了低成本的获客渠道。
二手奢侈品“高价低频”的属性,使得二奢中古店和二奢平台的获客成本奇高。据刚刚拿到融资的二奢电商平台胖虎介绍,其线上的客单价约在4000元,通过流量投放获得一个有效用户下单,平均获客成本在1000元左右,其获客成本之高由此可见一斑。
而通过直播平台,二奢平台不仅能够有效扩大其触达的用户规模,还能得到官方的流量扶持使其获客成本大为降低、成交规模大幅提升。
比如,在今年7月底,抖音官方针对二奢垂类打造的“超U态度”活动就实现了全网曝光量达4000万,其中黑马商家总结算的GMV达到了200%,参与活动的商家GMV较上月增长了135%,很多头部平台更是借助直播带货实现了月GMV破亿的销售规模。
其二,直播创造了新的线上卖货场景,在某种程度上解决了二手奢侈品不能“眼见为实”的行业痛点。
相比图文、视频等传播有限的媒介,线上直播间则可以看作是线下店的线上化延伸,它不仅能够实现对用户的“一对一”互动交流,还能够通过详尽的商品背景介绍来降低用户的决策成本,从而使用户的成交效率大为提升。
凭借直播在扩大二奢用户群体、提升二奢成交效率方面的优异表现,开始有越来越多的二奢平台搭上了二奢直播的便车。据悉,目前行业内已经涌现出了包括妃鱼、胖虎、心上、爆爆奢等一大批平台,更多后来者还在陆续加入。
二、Z世代正在“推波助澜”
从行业发展的背后逻辑来看,二奢借助直播出圈绝非偶然。而在国内二奢经济蓬勃兴起的背后,以95后、00后为代表的Z世代年轻人的作用也不容忽视。
据《2020中国二手奢侈品市场发展研究报告》显示,目前二手奢侈品消费主力军为 80 后,占比为51%,“90后”、“00后”占比达24%。从数据不难看出,在二奢经济大潮的背后,年轻人已经成为了不容忽视的主力军。而在年轻人成为二奢消费主力军的背后,也有着诸多的现实条件作为支撑。
一方面,Z世代年轻人追求独特的差异化消费理念,与二手奢侈品本身的稀缺、独特等价值不谋而合。不少二手奢侈品消费者表示,购买二手奢侈品不仅能对外彰显自己的“品味”,还能更合理的“取悦自己”,而二手奢侈品大多出自品牌大厂,其轻奢、潮感、环保的特点也很受年轻人青睐。
据优奢易拍APP发布的一组用户调查数据显示,在选择二手奢侈品的用户中间,认为二手奢侈品性价比高的占到了47%,喜好中古的占到了11%,坚持环保理念的占到了9%,专柜买不到的占到了26%。当然,一些限量款的奢侈品具备保值增值的能力,也是一些喜欢收藏奢侈品的年轻人的一个很好的投资渠道。
另一方面,随着95后、00后一代年轻人逐渐步入职场,他们的消费能力也在提升。过去消费奢侈品主要依靠高收入阶层,如今随着Z世代的崛起,这一局面已经得到了改变。
很多年轻人情愿花费数月的工资,来买一个二手奢侈品包包或者其他饰品。相比在学校里面花费父母的钱来说,有经济能力之后的年轻人在二手奢侈品消费上的“负罪感”大为降低,消费意愿大为增强。
三、行业风口下的新老问题
不过,在直播风口之下,二手奢侈品行业存在的一些固有问题仍没有得到有效解决,甚至还因为直播平台的热火,还带来了一些新问题。
首先,是假货盛行的问题。
随着二手奢侈品行业规模的扩大,奢侈品的造假工艺越来越精湛,各种仿制品和高仿制品层出不穷,不少黑心商家甚至还将假货发展成了产业,这无疑影响到了整个行业的健康发展。
其次,二手奢侈品行业鉴定难的问题愈加凸显。
二手奢侈品本身的“非标品”属性,使得二手奢侈品行业的鉴定高度依赖于鉴定师,但复杂的鉴定细节使得整个鉴定周期十分漫长、人工效率极为低下,其带来的负面效果就是消费者的购买成本被无限抬升,而这种情况在直播环境下无疑被放大了。
一方面,前端主播通过卖力营销,带动了整个二手奢侈品交易量的指数级倍增。另一方面,长周期和高成本的后端鉴定,使得整个产品的售后交付很难跟上前端需要,前后端之间的矛盾愈加凸显。
其三,是行业刷单以及互联网流量见顶带来的成本抬升等问题日益显现。
据“开菠萝财经”调查显示,号称“一包难求”的二手LV包包,竟然在一场二手奢侈品直播中卖掉了800多个。二手奢侈品平台红布林的创始人徐薇,也于日前公开对“刷单”现象表示质疑,她认为“通常情况下一场商品一件买一个的直播,极限也不过一两百万,但有些平台数字一报出来就是一千万,数字明显存在严重的水分。”
除了刷单问题之外,互联网平台流量见顶也是影响其获客成本的重要因素。二手奢侈品平台胖虎创始人马成曾在接受媒体采访时表示:“未来随着互联网平台流量的见顶,线上的获客成本也将逐渐提升。”
四、新技术背景下的新机遇
不过,近年来随着人工智能、区块链等新兴技术的兴起,过去困扰行业的一些老问题逐渐获得了一些全新的解决办法。
首先,AI鉴定极大地提升了整个二手奢侈品行业的人效。
随着AI技术的发展,AI技术与前沿算法赋能奢侈品真伪鉴定开始变为现实,目前行业内已经涌现出了一批AI鉴定玩家,前有推出了AI估价识别技术的爆爆奢,后有清华大学图灵人工智能研究院孵化的图灵深视,都是行业内AI鉴定的翘楚。
二手奢侈品“非标品”的属性,使得行业的鉴定高度依赖于鉴定师,但鉴定的复杂琐碎极大地延长了交付周期。
而有了AI鉴定技术之后,一些简单的品牌标识、型号、参数等等,都可以直接通过AI技术来实现,而人工则可以放在更多更重要的鉴定细节上。通过“AI鉴定+人工复鉴”,可以让鉴定的准确率达到100%、大规模提升人工效率,从而缩短鉴定周期、降低鉴定成本。
其次,区块链技术也为货品溯源带来了全新解决办法。
随着区块链技术的发展,使用区块链进行假货溯源逐渐成为了一种行业趋势。前有奢侈品品牌LVMH对外开放了其奢侈品区块链平台,后有国内奢侈品平台寺库推出了首个奢侈品联盟链,通过数字护照、技术防伪等手段,全面从源头管控假货。
当然,目前来看这些技术,还不能完全取代一些必要的人工环节,但技术变革带来的好处已经日渐显现。未来随着技术的进一步提升,困扰二手奢侈品行业的固有难题或有望得到解决。
#专栏作家#
刘旷,微信公众号:liukuang110,人人都是产品经理专栏作家,海南三车网络科技有限公司董事长、购团邦资讯创始人、知名自媒体。国内首创以禅宗与道学相结合参悟互联网,把中国传统文化与互联网结合,以此形成真正具有中国特色的互联网文化以及创新精神。
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