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

This year's double 11, the low-price dispute again smoke, high cost performance, high-quality goods become consumers 'heart, green low-carbon consumption mode has become more daily.

On November 13, Zhuan Group released the 54-hour super war report of the peak of Double 11 in 2023. From 20:00 on November 10 to 24:00 on November 12, the accumulated GMV of B2C of the Group increased by 66% year-on-year, the accumulated orders increased by 69% year-on-year, and the number of purchase users increased by 48% year-on-year.

In addition, the performance of several categories overtook last year: mobile phone orders increased by 46% year-on-year, new 3C orders increased by 80% year-on-year, consumer electronics N orders increased by 153% year-on-year, second-hand luxury goods orders rose 714% year-on-year, book orders increased by 215% year-on-year, children's book orders increased by 545% year-on-year, and game business orders increased by 40% year-on-year.

As the first comprehensive official inspection double 11 of Zhuanzhuan Group, the platform service is fully developed. Based on user reputation and experience, more official inspection commodities of "good saving and fast" are transferred into the hands of consumers, and consumers work together to "save the world second-hand."

The business keeps growing at a high speed, and the mobile phone category performs well.

This year's Double 11, the two platforms under the group, namely, the rotation and the search for beautiful machines, were launched together. The Double 11 Shopping Festival of "Big Brand Super-value Purchase" was extremely popular. The official second-hand good goods, including mobile phones, 3C and multi-categories, were warmly sought after by consumers.

According to the super war report of Zhuanzhuan Group, from 20:00 on November 10 to 24:00 on November 12, B2C business maintained rapid growth, accumulated GMV increased by 66% year-on-year, accumulated orders increased by 69% year-on-year, the number of purchase users increased by 48% year-on-year, and many data exceeded the peak value of previous years. Behind this achievement, it is once again confirmed that the second-hand trading market as a natural low price has huge growth potential.

In terms of sub-categories, the performance of mobile phone category is still eye-catching, second-hand mobile phone business achieved rapid growth, orders increased by 46% year-on-year. Among them, the order volume of brand mobile phone occupies the dominant position, and the two camps composed of iPhone and domestic brands have good performance respectively.

Specifically, the mid-to-high-end flagship model is still a hot seller during the Double 11 period. According to the war newspaper, Apple iPhone popularity TOP list, iPhone 13, iPhone 12, iPhone 11 top three. Huawei Mate40 Pro (5G), Xiaomi 13, Red Rice K60, Huawei Mate30 Pro (5G) and Red Rice K40 ranked in the top five of the list.

The above data shows that consumer demand for mid-to high-end mobile phones is growing, Apple's brand charm remains, and cost-effective iPhones are more popular. At the same time, consumers 'recognition of domestic brands has also been greatly improved, more people see the second-hand domestic mobile phones "value for money," Xiaomi, Huawei brand strength overall performance outstanding.

Consumer electronics growth is strong, Apple is the biggest winner in the 3C category

In addition to mobile phones, 3C products performed equally well in this double 11 low-cost consumer feast, showing strong growth momentum.

Orders for new 3C products rose 80 percent year-on-year this year, according to the group's Super Report, with the most popular products coming from Apple's camp, Apple Watch Series 8, iPad 9 (2021) 10.2 inches, iPad Pro (2021) 11.0 inches, Apple AirPods II and Apple's 20-year 13-inch MacBook Air (M1).

In addition, consumer electronics N orders jumped 153% year-on-year this year. In this category, the top 5 computer office sales are: Apple Pencil II, ASUS P1-DIY, Logitech G Pro X Superlight, KHKC ZY270A1 curved screen, climbing phantom; the Top list of digital technology is covered by Nintendo Switch OLED Edition, Nintendo Switch Endurance Edition and Nintendo Zelda Legend Kingdom Tears Switch.

For second-hand 3C products with high residual value, product quality and after-sales service are very important. The hot sales trend of 3C presented by this transfer group is enough to prove that consumers 'acceptance of 3C products is increasing day by day. For consumers, not only can they reap more affordable and stable models, but they can also reap additional service and environmental value.

Multi-category business shines brilliantly, and the second-hand market prospers and develops

Under the support of "comprehensive official inspection" of Zhuanzhuan Group, during the Double 11 period of this year, the multi-category business of the platform also shines brilliantly, and the categories such as tide play light luxury, games and books have achieved good results.

According to the war newspaper, the order volume of second-hand luxury goods, books and games business achieved 714%, 215% and 40% year-on-year growth respectively.

Among them, second-hand luxury goods have been growing at an alarming rate for two consecutive years, with Longines/ Longines, Tissot/ TISSOT, Coach/ Coach, Casio/ CASIO and Armani/ Armani becoming the top-selling Top 5 brands.

The book business also has many bright spots."Three-body,""Kite Runner,""You Fly to Your Mountain Like a Bird,""Worry Grocery Store" and "Little Peas by the Window" have become popular bestsellers of Double 11 this year.

In the game business, the most popular account Top3 games are: King Glory, Peace Elite, Original God; the games with the most rental numbers are: King Glory, Peace Elite, Naruto.

The hot sale of multi-category products meets the more diversified subdivided consumption demands of users. It can also be seen from the above data that this year's double 11, the second-hand consumer market as a whole presents a prosperous scene, and all brands and products of various categories usher in breakthroughs, providing strong confidence support for the future second-hand consumer market.

At the same time, the increasingly rich multi-category products also endow the platform with new vitality. Among these categories, young groups such as post-90s and post-00 have become the main force of transactions.

Comprehensive official inspection, strong empowerment, green and low carbon leading new consumption concept

Behind the explosive growth of second-hand commodity trading volume on the platform, the contribution of Zhuanzhuan Group's "comprehensive official inspection" cannot be ignored.

As the official supplier of second-hand recycling services for Chengdu Universiade, Zhuanzhuan Group will fully increase the official inspection capability tested by international competitions to the business level. On the one hand, the company has strengthened the quality inspection of second-hand commodities. All the products participating in the activity have passed the official quality inspection of "one object, one inspection" and have qualified quality inspection certificates to further guarantee the quality of commodities. On the other hand, the platform also provides 7-day no-reason return, one-year warranty, free postage and cleaning and disinfection services to further enhance consumers 'purchasing experience.

As the growth flywheel of the rotation group, the official test solves the most core trust pain point in the second-hand transaction, and through standardization, consumers do not have to worry about quality and after-sales service, and buy and sell second-hand products like buying new products. This series of changes not only brought about the high growth of the platform GMV, but also promoted the accelerated evolution of the industry. At the same time, it also provided higher environmental protection value, made the green attributes of the platform more intense, and drove more consumers to actively participate in low-carbon and environmentally friendly green consumption, accelerating the activation and promotion of idle items recycling.

And this is only the first double 11 of the full official test of the Zhuanzhuan Group. In the future, with the concept of green consumption gradually taking root in people's hearts, second-hand trading will gradually become an important driving force for sustainable development. The circular economy platform represented by Zhuanzhuan Group will gather more consumer action force and release more green energy of idle economy through the "trivial matter" of second-hand circulation.

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