8legs: Zzer

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Deep Dive: Chinese consumers embrace luxury second-hand shopping

ZZER began online and expanded to physical stores, signaling a shift from digital to brick‑and‑mortar retail in China’s resale sector.
Industry leaders say authentication and logistics support growth, with platforms like Hongbulin integrating authenticators to build trust.
China’s second-hand luxury market is projected to reach about US$30 billion in 2025, as the primary luxury market declines.
Digital infrastructure and authentication tech are key in overcoming counterfeit fears that held back pre-owned luxury in China.
Market growth is linked to a mature e-commerce ecosystem and a large supply of luxury goods from years of spending.
Shoppers are turning to resale platforms as Beijing’s economy moves through post-pandemic recovery and real estate pressures.
Escalating discounts in stores like ZZER offer up to 80% off retail, boosting appeal of second-hand luxury.
The market remains a minority, representing around 5% of China’s total luxury sector, with potential for future growth.
Experts emphasize continuing authentication improvements to overcome fakes and grow consumer confidence.
Live streams and private viewings are used by platforms like ZZER to showcase inventory and engage buyers.

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