China’s second-hand fashion market looks past counterfeits and superstition

China’s second-hand fashion market looks past counterfeits and superstition

by John Holland, CNN

Cicero Han Xu CNN

China worship is to consume more of the lighter, such as the production of, and fleeing this way and that way in the world, but when it comes to buying pre-owned clothes, that lags behind is another major player in the land of fashion.

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.

McKinsey’s authoritative annual of State fashion report, produced in partnership with the Business of Fashion in 2019, heralded the “end of the three men, with consumers around the world are seeking,” and the affordability and move the remains of clothing. “The report from the liberal trend in adolescents ” fame following the new sustainability “.
Now held by your tax pre-owned shoppers should take care of ways. Et magna pars eorum de vultis pie et deliciae coetus et coetus Richemont ut acquirat maius imperium resale Vestibulum ut est bonum elaborare et sui bona in secundarium forum. Since most populous country on the globe, however because the second-clothing remains lackluster.

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”.

5 ways to change your habits so you can help the planet

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. “

Xie, he believes that religion plays a significant role in the shop there is a reluctance among the second-hand clothes Preowned have traditionally been seen as inauspicious in China. Est additional uiolare et frangere morsu ambiente vestibus quibus induebatur qui ut habeant quod mortuus est, et secundum traditum Seres more: defuncti indumentis dignum iudicabunt et vestimento non perveniant in inferno (etsi in usu iam prohibitus aliqua loca, ex de pollutio.)

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

Chinese fashion calculating the environmental impact can be difficult, which raises questions fault or emissions, or left at the door of the producer countries consumers. However, the biggest player in an industry ratio of 20% to 10% of all the world’s carbon emissions and wastewater – with more global air travel and shipping combined – Chinese consumers’ demand for a significant fashion leaves marks.
Everything ends up in the landfill. In 2018, China is the world’s fourth largest exporter of used clothing, with major haul of $ 311 million were from Africa to the film, in which it sold in the markets and other programs. (Kenya alone consumed 20% of the country’s exports of used clothing, according to UN trade data.) However, by way of income China imported less than $ 2 million’s worth of second-hand clothes, mostly from the US, South Korea and other developed countries.
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.

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

However, start-ups and the same sense of tech giants potential market for resale. Alibaba transactions for the Fish Idle, a second-hand clothing to electronics market for online about all reached 100 billion yuan ($ 14 billion) a year. The same applies to many platforms such as coal-focused on Secor also emerged in recent years, in addition to individual merchants, now the second-hand goods via live streaming apps like Douyi.
But this remains an embryo in comparison to the mid-market. While a 2019 report by the Boston Consulting Group (BCG) predicted Preowned goods will account for 9% of all luxury sales globally by 2021 to make up only 2% in the country of the institution all transactions in China, according to the resale industry report cited in the middle of the country’s state . China’s luxury market Preowned be “continuously emerging,” the report noted cow, this is not “is not yet well established, and he was not a great game.”

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.”

Verifying that the products are of particular importance for services Zhi Er, Zhu said – perhaps unsurprising in a country with a significant trade in counterfeits. In 2016 the Chinese luxury goods authentication Yishepai ​​found that 40% of items to be fakes, and is estimated according to news Tencent’s QQ.
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.

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.

The clothing now makes only 15% of sales to the Zhi Onan, and Shelah needles with utensils, and buys responsible for bulk, Zhu said. BCG found that in the meantime he just bought clothes in China, at 9% of luxury second-hand 2018, compared to 20% in France and Germany with 17% of the US. (He also says that Chinese luxury consumers were not as interested in more than five times those selling luxury goods that are buying).

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.

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. “

In some Western markets, to suggest that consumers may be second hand and rental of goods or in parts motivated by the wishes environmental worries. Research carried out on behalf of the French pre-owned fashion people, vestiaire effects and found that more than 70% of the people using the service, “try to shop ethically,” with 57% of those people saying that the environmental impact of their biggest concerns.

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.

Zhu, in his judgment, and said the number of transactions is growing 25% to 30% a month, and he believes that he can no longer grow Covid serve 19-second-hand market. And reducing people’s ability to fork and new items, the pandemic is also disrupting the supply chain, thus delaying ships and travel – and that was just 27% of Chinese luxury spending takes place on the continent, according to the consultancy group Bain & Company (shoppers often to the head boutiques in Europe, the US and Hong Kong, where prices are cheaper and more favorable tax).

“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.

Leave a Reply

Your email address will not be published. Required fields are marked *