China’s second-hand fashion market looks past counterfeits and superstition
While second-hand platforms as RealReal, ThredUp the spoiler has taken off in the West, help shoppers reduce their very sole of the foot with the Chinese resale market is already somewhat dismembered by fears over counterfeiting sign of the main social status attached to things even superstitions around others is wearing clothes.
This positioning can be a matter according to the influencer, Xie Xinyan, a million who has followers on your posts and weiBer the makeup of clothing, and much else. Low-end thrift stores is rare in China, but 24 years has witnessed a significant number of jump higher at the end of the exit market quasi- “vintage”.
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Xie, when he began taking an student interest in the Nanjing like vintage clothing, were “hardly any” vintage and Guangzhou stores outside Beijing megacities like, said in a phone interview. In the past seven or eight years ago, however, they have become increasingly popular he said, adding that “the Chinese are no more two, or at least greater than the town’s clothing to all the shops in the vintage is done.”
Xie obvious is growing concern about the power of vintage Japanese culture. “The Japanese started to hold the concept of vintage clothing ahead of the Chinese,” he said. “China has learned about them through the steps of cultural exchange. Some people began taking items from China to Japan, and people began to take much more to write correctly. “
Instead, Xie said that the “most worried about hygiene. ”
“My parents are asked why I always bought vintage clothes because they are not cheap at all – will be able to buy something new when they spend money on a vintage party,” he said. There is no question, I do not know what my mom is always to buy the new items that are much in the pure and tidy. ”
Taste for luxury
Louis Vuitton luxury bags crust is live streaming into the bedroom Ponhu a luxury, a growing number of second-hand one institution from all platforms in China. credit; Giulia Marchi / Bloomberg / Getty Images
Austin is hoping to change Hao, who co-founded platform thermal Zhi Er (which translates as “only two”) in 2016. Billing itself as China’s equivalent to what the company RealReal images of luxury items into its Shanghai warehouse in front of juice enumerating the platform in their own cut above the other, and taking a 15% sale.
“Italian brands are the most popular platform for us” Zhu said the video call. “But, as the latest US brands and Michael Kors are also popular because the price is much lower than the European dress.”
The luxury of the resale platform, however, from the promotional video in the line A, the Zhi Er, Onan, and Shelah, he shows that in examining the Authenticator confounded and consigned to handbags. credit; Her zhi
We believe that high-value goods, such as the “first step of accepting the Chinese people’s idea of buying a second hand,” said Zhu. “It may be that, then we will have (cheap) clothing categories, as in the United States as ThredUp of Zara and 1000 H, but as a step in China.
“In our first year, we are focusing efforts on the fast-fashion brands, but they changed (direction),” he added, saying that there are simply not enough goods in demand for low-price war viable.
Due to a change of transport;
Just because resale platforms are powered by the West-Z and the millennial generation does China’s mobile up “balinghou” and “jiulinghou” (the post-80s and -90s age) appear in the market, driving luxury resale. The clothing rental sector is also targeting these younger consumers, said Liu Mengyuan, founder and CEO of Beijing-based subscription service YCloset.
Tell founded in 2015 and now more than 15 million users, YCloset, allows subscribers to rent a month for the five items of clothing or accessories. They examined those users – 499 officers who pay a flat subscription yuan ($ 72) a month – and then have the opportunity to buy items or you can simply return them.
The scene is a facility where YCloset luxury items are cleaned and ready for rental. credit; YCloset
They may even help to reduce consumption of new items, Liu said YCloset uses canvas bags, not plastic ones, which can send and receive clothing – 80% of the water to clean clothes recycling. But it is not like one another, of environmental customers, with the greatest zeal for the promotion of especially significant.
“I think that there are three reasons for our users choose to hire” Liu said in a conference phone. “One, to enhance the clothing choices from the diversity of their, two, devoting all of them clothes trouble and packing (moving or while traveling), and the three freed and finally had thrown up into space. “
Zhu compared so that, when it is not in their knowledge, the Zhi Er, the first-born, who was the white has its dealing with customers, the principal arouses the affordability. Typically 10% to sell items on the platform for the original retail price for the 30% of it was.
“I think people have concerns about the competition, but I do not think it’s the main reason people use apps resale face or on the second-hand market,” he said.
“Coronavirus means that it’s not easy for people to get what they want,” Zhu said, adding “it’s getting harder and harder to buy waylaid stripping furniture across the sea to waste time so that people are trying to find a way (that) in mainland China – and the second-hand market for what are the best options. “
Shoppers buying incentives on the other hand, is arguably the items and incorporeal, if the net effect is a reduction in demand and production of new clothing. However, Xie fashion influencer shoppers are more than twice as much on your country – and own it – causes.
“One key reason that people wear vintage clothes that’s recycled and environmentally friendly,” he said. “When I was younger, I never think about the longevity of clothing. It is not just about style. But before buying a piece that I think of the fall out of it as much as I can “.
Top images of his imagination to the rental office storage facility Chinese luxury YCloset.