小眾需求帶來大生意：淘寶中古市場規模超百億
“寶寶們看這裏，這個包是03年的款式，現在特別難碰到。”在“潘潘中古嚴選”的淘寶直播間裏，90後主播潘潘正在介紹一款LV中古包。
直播間裏不斷刷屏的粉絲提問，背後正是線上“中古市場”的活躍和潛力。記者瞭解到，以包、腕錶、珠寶等二手奢侈品為代表的中古市場，在過去一年成為了淘寶新的百億級市場。看似小眾的需求，已經催生了一門百億規模的生意。
淘寶箱包行業小二茵悦分析，中古市場在淘寶上的崛起，得益於三大因素：年輕人對精緻生活的追求、直播產業的發展，以及疫情對出國購物的影響。
作為一個准入門檻相對較高的行業，中古市場對創業者的供應鏈能力、正品鑑定能力、用户運營能力都有要求。因此，即使在用户高需求和疫情雙重因素推動下，整個中古市場的“入局者”數量依然比其他行業少得多。“隨着淘寶在這一市場的基礎建設越來越完善，一旦具備了這些能力，入門了，就能快速且穩定發展。因為中古市場還是一個藍海市場，有很大潛力。”茵悦表示。
消費偏好的變化是促使中古市場達成“百億規模”的一個重要因素。在淘寶上開了8年店的潘潘對此深有感觸：“越來越多的消費者追求款式獨特、並且低調的包，中古包恰好可以滿足他們的需求。”潘潘説，中古包消費者的一大特性就是高頻復購，信任和興趣推動了這一原本小眾的需求不斷煥發生命力。
淘寶中古市場的蓬勃發展，也跟年輕消費者對於精緻生活的追求有關：他們買的不只是中古奢侈品的性價比，更是復古的情懷。
另一方面，直播的發展和流行也能讓喜歡中古包的消費者更放心地下單。以中古包為例，因為款式、使用痕跡等原因，中古包個個都是孤品，而直播可以立體、即時地展示包的所有細節，主播更是可以在第一時間解答粉絲的疑問。
從漢服、JK、Lolita組成的三坑市場，到如今的中古市場，年輕創業者們在淘寶上抓住了一個個新機會，獲得快速成長。數據顯示，2020年4月到2021年3月期間，淘寶新增活躍商家數創下了2017年以來5個財年的最高值。健康的商業生態和規範的平台治理讓這些商家擁有廣闊的成長空間，也和不斷爆發的新興消費需求形成了正向循環。
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