At that time, the secondary luxury market was questioned by many people, not only because most people thought it was a "shameful" behavior to buy secondary luxury goods, but more importantly, people's ability to distinguish the authenticity of secondary luxury goods was limited, and it was difficult to convert trust into actual purchasing power. But today's reality is that many consumers start to buy second-hand luxury goods, and popular second-hand styles are even hard to find.
"Everyone's hands are too fast", "I want LV bucket bags" and "every bag is so exciting" ... There are not only some famous bag styles in the comment area, but also people's enthusiasm for Erhua and the tension of snapping up. When I met my favorite bag, some viewers directly commented "No need to introduce it, just put it on the shelf", because in the live broadcast room where tens of thousands of people are online, there is not much time left for consumers to hesitate, and it will be "seconds" if they are not careful. Even the audience who have already placed an order have some unfinished things, waiting patiently for the next favorite bag to be put on the shelves in the live broadcast room.
In fact, it is nothing new to sell two luxury goods in the live broadcast room. So what did the live broadcast of Galaxy Stars do right? Why can it be so hot? In fact, the answer lies in the key words of this live broadcast: 1 1,000 packages, transparent pre-sale process, on-site quality inspection and maintenance, delivered by Hu Bing himself.
One of the intriguing details-the first transparent live broadcast of the second luxury goods field. In the live broadcast room, consumers see not only goods, but also sorting conveyor belts, professional quality inspection and maintenance teams, and couriers who post orders. Simply put, this live consumer is transparent shopping all the time. From the moment the goods are photographed, all pre-sales processes are in the live broadcast room, including sorting, invoicing, invoicing, quality inspection, maintenance, packaging and express delivery.
This inherits the characteristics of offline consumers spending in physical luxury stores. So, will buying luxury goods have a sense of exclusion? The answer is yes. Hu Bing said during the live broadcast: "Bags and watches worth more than 300,000 yuan in this live broadcast can enjoy VIP service. I will deliver it myself. " It is absolutely exclusive for consumers to be delivered by the stars themselves, and they can enjoy one-on-one interaction with the star anchors.
"That's how the original bag was delivered to me." "I bought it with confidence after the on-site quality inspection." "Now the star live broadcast is completely rolled up." While watching the live broadcast, you can see many interesting comments. From the perspective of content innovation, Yinhe Zhongxing, the trader behind this live broadcast, did his homework, directly hit the pain point of "too many fakes and wrong goods" in the consumption of second-hand goods, and "moved" all the professionals in the pre-sales process into the live broadcast room one by one, which not only eliminated users' concerns, but also provided a brand-new example for the live broadcast industry.
Fashion Low-carbon Consumption "Planting Grass" in Hu Bing
Is becoming a redefined industry in China.
As we all know, the second-hand luxury goods market is a proper import. But in the live broadcast room of "China gentleman" Hu Bing, it is full of "China characteristics". An obvious performance is that Hu Bing shows the colors and details of bags to tens of thousands of people at the same time in 360 degrees through the live lens, and consumers have an intuitive feeling about the goods. The anchor doesn't need to explain the defects of a product repeatedly like the customer service in the past. At the same time, the development of the live broadcast e-commerce industry in China makes it possible to sell 65,438+0,000 luxury bags a day.
The change of traffic between live broadcast rooms is forcing the traditional supply chain of back-end second-hand luxury goods to change. China has also become the world's largest luxury consumer market. According to the iResearch report, the value of idle high-end consumer goods in China has reached 2.87 trillion yuan in 2020 and will reach 3.9 trillion yuan in 2025.
The second-hand luxury industry is being redefined by China. With the popularity of green consumption concepts such as "idle economy" and "recycling", the concept of Chinese consumers is also changing quietly, and the transaction of second-hand goods has become more and more common, especially those retro luxury bags and jewelry full of stories, which have become a unique style and a unique feeling. It can be said that "buy second-hand and use second-hand" is being accepted by more and more consumers in China.
After careful inventory, it is not difficult to find that Hu Bing often shares two luxuries with fans in the live broadcast room, sometimes bags, sometimes watches, rings and other accessories. "We try to promote the green lifestyle through the artist's perspective." Hu Bing team staff said. This live broadcast is not only a sharing and bringing goods, but also a consumption trend that Hu Bing, as a "China gentleman", hopes to convey the consumption concept of fashion, low carbon, green and environmental protection and lead the public to pursue the ultimate cost performance.
If the live broadcast is dismantled from a deeper level, it is also a milestone in the live e-commerce industry. After all, this is the first time that an anchor has successfully achieved a transparent second live broadcast. However, this pioneering live broadcast form is not the first time that Galaxy has done it. Previously, "the only live broadcast room in the whole network that only recommended high-quality domestic products", "the first vertical screen live variety show in the whole network", the unprecedented "24-hour live broadcast" and the first virtual e-commerce live broadcast in the whole network. The traders behind it are all galaxy stars. Its relevant person in charge also said many times in an interview that the company has always paid more attention to live content, rather than caring about the sales volume and turnover of a live broadcast. Especially when the soaring GMV is becoming the only dimension for many people to judge the live broadcast, Galaxy Star should insist on content presentation as an important part of the live broadcast.
Therefore, even in this extravagant live broadcast, Hu Bing, as the star anchor of Galaxy Star, still focuses on the innovation of live broadcast form and content, rather than relying on inflammatory words, and there is no noise of "Hawking" and "disco dancing" in the live broadcast room. This company, which was established only two years ago, has made live e-commerce have so many new stories. Next, what surprises will galaxy stars present? It was really exciting.