Shulou(Shulou.com)11/24 Report--

Xianyu, a second-hand idle platform, is becoming a more and more active plate in Alibaba's camp. According to Ali's financial report for the first quarter of fiscal year 2022, as of June last year, Xianyu had more than 100 million monthly active users and more than 300 million total users.

Various circles, all kinds of people gathered here, but also derived a variety of business, here not only sell second-hand clothes, second-hand digital products, but also sell happiness, services and other virtual goods, the scope of trading is getting wider and wider.

However, where there are people, there are rivers and lakes, and where there are interests, there are routines. Professional sellers on Xianyu have long been no secret. Unlike individual sellers who transfer second-hand goods, professional sellers are mostly factory direct sales manufacturers, offline store merchants, and ordinary players who do "one-click generation hair". "one-click generation hair" is a new solution that unsourced merchants come up with, that is, they first go online in Xianyu, and then buy and deliver goods from pinduoduo and 1688 to earn the middle difference.

But just after the rise of professional sellers, someone turned "manufacturing professional sellers" into a business. For unsupplied mothers, students, and white-collar workers, they provide cheaper and more comprehensive sources of goods from manufacturers, more professional account operation methodology, and reduce early sunk costs. They use a variety of seductive techniques to package professional sellers into a profitable investment:

"the threshold is low, the assistant runs all the way, and the goods are guaranteed."

"if you missed the real estate 20 years ago, missed the official account ten years ago, and don't miss Xianyu e-commerce now."

"the income of a big explosive product is nearly one million, and the money that others cannot earn in a lifetime can be earned by a single item in Xianyu."...

In the upstream to the manufacturer supply under the wiring, in the middle reaches to do paid content training, "master" after the professional seller in the development of offline, the influence will be further spread. An industrial chain around "professional sellers" is growing savagely.

Xianyu professional sellers post "students"

Mass manufacturing professional sellers before "mass manufacturing" professional sellers, wide net recruitment is the first step.

Baidu Tieba, Wechat, Little Red Book and other major platforms can be seen everywhere about the recruitment information of Xianyu professional sellers, and the posts released are also full of routines: first talk about Xianyu's current flow dividend, which leads to that being a professional seller is a successful sideline, and emphasizes that he has a supply, operational guidance, delivery and after-sale package. After joining, you only need to move your fingers, and the simple profit ranges from dozens of yuan to 100 yuan. Finally, the end of the contact information is attached.

According to the above contact information, we want to do Xianyu e-commerce on the grounds of adding a self-proclaimed Xianyu e-commerce gold operation planning Lin. Lin GE said that near double 12, Xianyu will have a big wave of traffic dividends, and now is a good time to join the game. At the same time, he cited the sales results of another professional seller during the Singles' Day: he joined the Singles' Day a few days ago, sold five orders on the third day of the account, made a net profit of more than 400, made a profit of 5,000 or 6,000 in November, and returned to the capital in less than a month. Then came the price list, the original price is 4980 yuan / year, now the discount is 2980 yuan / year, the price will rise at the end of the year.

According to the statement of the other party, although this business has a quick return on capital and high profits, the threshold of paying 2980 yuan is not low. After further in-depth conversation, "True Detective" learned that part of the cost of nearly 3000 yuan is the cost of goods testing, that is to say, the goods provided are all from offline manufacturers of direct sales, with guaranteed quality and price. in addition, the goods are also their on-line testing of rigid demand explosives, players can basically enter the game to make money, less pre-sunk costs. The other part is the cost of services, such as account operation experience sharing, including how to maintain the account to increase the weight, how to write copywriting, how to sell goods quickly, after-sales service and other guidance.

Digital, home appliances, beauty makeup, mother and baby are the more popular categories on Xianyu, and Lin GE's goods also fall into these four categories, among which digital is also the best seller, mostly second-hand cameras, mobile phones, computers, etc., while others are new products sold directly by docking manufacturers, such as office supplies, household necessities, children's toys, etc., with low prices and high repurchase rates. As for the testing of specific explosives, Ringo revealed that explosives have a cycle. Every once in a while, they will go to pinduoduo and 1688 reference platform sales, and put the top 20 products on Xianyu's shelves. Then, according to Xianyu's sales, the first five explosives running out will be docked to the students for batch sale.

Once the explosive is available, it is a key step to sell it and sell it well. At this time, you need to rely on the operation to get out of the circle.

For example, make sure to be online at all times, pay high praise for orders, pay attention to chat, and reply within 30 seconds; another example is that copywriters need to use universal templates to attract people: baby characteristics, advantages + reasons for sale + expression of baby scarcity + baby specifications + security services. In addition, creating personal settings is also a point where buyers can pay the bill. Deep ploughing digital categories will turn themselves into "programmers" and "camera stores at home have closed down". Those who sell cosmetics and jewelry are marked as "from ex-boyfriend" and "from best friend ex-boyfriend".

Professional sellers who have mastered explosives and operational skills in Xianyu's "standard" copywriting can make money by issuing orders in Xianyu.

It is understood that all the explosive products provided by Lin GE will have a cost price, mostly between 50 and 300 yuan. Students set the final price according to the cost, providing room for buyers to bargain, but they should not allow themselves to lose money. So there will be the same product on Xianyu, but the price is different. For example, according to the sales screenshot shown by Ringo, a 1600-megapixel digital camera with the same DV machine that is easy to close may be offered for RMB158and RMB1880.This may all be a product.

When selling goods, professional sellers will not contact the goods and provide the buyer with information, and Lin GE's team will deliver the goods according to the buyer's information. The money received is "divided" between the two parties. Brother Lin deducts the cost price, and the remaining profits go to professional sellers. If you sell more, you will earn more. After the seller "starts", he can also develop his own agent to earn the cost difference in the middle. If there is a problem after sale, it is also handled by the Ringo team.

Xianyu's dilemma this looks like a profitable and mutually beneficial business--

After ordinary players pay 2980 yuan to become professional sellers, they only need to ensure that they can make money online, polishing new products and docking buyers every day, without pressing the goods and regardless of after-sale, the biggest risk lies in the speed and quantity of issuing orders; people who mass-produce professional sellers can earn a lot of money on training fees alone, zero-cost start-up and batch replication Xianyu also needs professional sellers to supplement the content ecology. in addition, compared with individual sellers, professional sellers are almost on call and online 24 hours a day, which also increases the number of daily and monthly active users on the site.

However, professional sellers are both honey and arsenic. When more and more professional sellers flock to Xianyu, it brings opportunities and chaos, which will also return to professional sellers and platforms.

In the search for "Xianyu" on the black cat complaint platform, there were more than 80, 000 complaints, including too many professional sellers, rampant fakes, incorrect goods and inaction in customer service on the platform. For example, a buyer said that he spent 130 yuan on a second-hand mobile phone in Xianyu, because the professional seller had been playing word games, received the wrong goods, and the seller was judged to win when applying for customer service intervention, so he thought it was consumer fraud and asked for a refund.

Similar "professional seller complaint posts" are also common on social platforms such as Little Red Book. For example, after a buyer placed an order for a product, a few days later, the seller posted the same product on the home page with exactly the same description as before. Suspected of meeting a professional seller, and then initiated a refund was rejected. There are a lot of related complaints, teaching people to distinguish between professional sellers and individual sellers has also become a popular post, allowing more users to "protect against lightning": search for products with keywords, if there are a large number of consistent pictures and copywriters, it is mostly professional sellers selling; click on the home page, the type of account sales is single, professional sellers are more likely.

If there are more and more professional sellers on Xianyu, it is difficult for individual sellers to win traffic, and the trading rules of the platform can easily be exploited, the invalid user complaints lead to a gradual increase in the number of complaints, and counterfeit and inferior currencies are expelled. Users will start to flee.

At present, Xianyu, who is aware of this, is also taking a series of measures to remedy it. The "seven-day unjustified return" function was launched in October this year, requiring commercial sellers to provide seven-day unexplained return service, that is, sellers who have settled in fish shops and displayed the word "Shang" on their home page will enforce this service. However, it is observed that this measure is not particularly hard on a small number of professional sellers, and some sellers who have settled in fish shops voluntarily quit the fish shop and become ordinary sellers, so they do not have to "return goods without reason".

According to a report released by Frost Sullivan, an international consulting firm, and the joint transfer Group of the Institute of Energy, Environment and Economics of Tsinghua University, the trading scale of second-hand idle goods in China has increased rapidly from about 300 billion yuan in 2015 to a market size of more than one trillion yuan in 2020. the trading scope of idle goods covers almost all categories of consumer goods, and the trading scale of second-hand idle goods in China is expected to reach nearly 3 trillion yuan in 2025. In addition to Xianyu, turn, love recycling, Douyin Kuaishou also dabbled in this.

Second-hand trading is undoubtedly a big market, but if you want to keep the business going for a long time, I'm afraid you still have to make some painful choices.

This article comes from the official account of Wechat: Zhenjian AlphaSeeker (ID:deep_insights), author: Zu Yang

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