Stimulated and influenced by various forms of promotion and their enthusiasm for new products, young people will inevitably have mismatched demand or less rational shopping. However, more and more young people trade idle goods to realize the reuse of goods. "There is no need to buy everything new" is becoming a new consumption concept for young people. On February 8, Liu Bai, a post-90s girl working in Shanghai, released a straight clip on a free fish and reached a deal with a Guangxi buyer for 58 yuan. This is the first order she traded in the new year and the 363rd item she sold through the second-hand trading platform. According to the 2021 carbon emission reduction report on China's idle second-hand transactions (hereinafter referred to as the report) released by the Institute of energy, environment and economics of Tsinghua University and other institutions, the transaction scale of China's second-hand idle goods has rapidly increased from about 300 billion yuan in 2015 to more than one trillion yuan in 2020. Meanwhile, the industry insight report released by Analysys analysis shows that from the perspective of user age, people under the age of 35 are the main users of second-hand e-commerce. "There is no need to buy everything new" has become a new consumption concept for young people. Trillion yuan "treasure" market waiting to be excavated In 2016, after graduating from college, Liu Bai had his own income and often bought some clothes. However, he found that sometimes he didn't like some clothes after a period of time, but he didn't know how to deal with them. According to the introduction of his classmates, Liu Bai learned that he could use the second-hand trading platform idle fish to realize one click resale, so he immediately began to download and explore. In less than a week, she successfully sold one of her idle sweaters at a price of 29 yuan. Although it was sold at an ultra-low price and mailed to the other party, Liu Bai was surprised by this experience: "after the other party confirmed the receipt, the payment for goods was directly entered into my account, which was very convenient at that time." However, at that time, Liu Bai was also wondering, why would anyone want to buy second-hand goods? Until three months later, Liu Bai himself changed from a seller of second-hand goods to a buyer. "A long-standing fashion blogger posted a document on the social platform and wanted to clean up a batch of idle clothes. Fans can take photos directly according to the links she left." Therefore, Liu Bai bought a brand-new unlicensed windbreaker for an amount far lower than the market price of the commodity. This makes her realize that there are many "treasures" in the second-hand trading market. Like Liu Bai, more and more young people realize that "there is no need to buy everything new". The report proposes that this "treasure" market will reach nearly 3 trillion yuan in 2025, and the trading scope of idle goods will cover almost all consumer goods categories. In this regard, Cui Lili, executive director of the E-commerce Research Institute of Shanghai University of Finance and economics, believes that the improvement of social acceptance of second-hand commodity transactions lies in that its cost performance is easier for buyers to accept, and the Internet provides a channel for information communication and intermediate guarantee. At the same time, the collection and value-added attributes of some second-hand goods have also attracted many users to come to gold rush. In addition to professional second-hand trading platforms such as idle fish, Zhuanzhuan and love recycling, social platforms that gather young people also provide second-hand trading information. Taking Douban app as an example, there are more than 100 second-hand transaction discussion groups, of which more than 20 have more than 10000 members, and the most active group members are more than 410000. "Everything can be second-hand" has become a trend The second-hand trading group will distinguish by commodity types, and the commodity types preferred by different second-hand trading software are also different. For example, the turn app launched in 2015 is active in the field of mobile phone recycling; The red brin e-commerce platform launched in the same year focuses more on the vertical field and makes the second-hand luxury transactions more standardized; Relying on the free fish app launched on Taobao, it adheres to the whole category transaction. The 2021 annual report on the annual workplace meeting released by WeChat official account shows that nearly six adult prizes are linked with idle fish. In fact, with the participation of more and more consumers and the entry of more platforms, the types of second-hand commodities have been expanded to all aspects of life, and there is a trend that "everything can be second-hand". Taking the "second-hand idle" watercress group with more than 410000 members as an example, the information of second-hand goods of idle clothing, mobile appliances and home department stores is very common, and personal products such as dance cards, member accounts of film and television platforms, movie tickets, private parking spaces and bouquet gift boxes are also waiting to be transferred. Huang Bing, who works in Beijing, bought a treadmill worth more than 3300 yuan at a price of more than 1000 yuan through a second-hand trading platform. A year later, Huang Bing, who needed to move, sold the treadmill again for 800 yuan. She believes that for young people renting out, it is more cost-effective to buy second-hand large commodities. "Commodities are depreciated continuously. If they can be used continuously, it is actually a win-win situation." In a transaction experience, Liu Bai really understood what makes the goods give full play to their maximum use value. Two years ago, she reselled a black wig on the platform. Before long, a buyer asked whether she could trade face-to-face. Liu Bai believes that the quality of wigs is relatively general and explains this situation to the other party in advance. "The buyer replied that it didn't matter, because my family needed a wig for chemotherapy in the hospital. I felt a shock at that time." After learning about this situation, Liu Bai sent the fake to the tumor hospital where the other party was located according to the agreement. This is the most meaningful order she thinks. The more prosperous, the more norms are needed The prosperity and development of the second-hand trading market is inseparable from the consumption behavior of young people. Cui Lili believes that with the stimulation and influence of various promotion forms and the enthusiasm for new products, young people will inevitably have mismatched demand or less rational shopping in this process. The plan of carbon summit before 2030 issued by the State Council has proposed that we should improve the recycling system of resources, improve the waste material recovery network, and implement the "Internet plus" recycling mode, so as to achieve the full harvest of renewable resources. It can be seen that standardizing the trading of second-hand goods has overall benefits for promoting the healthy operation of the whole economic environment. In order to improve the turnover rate of second-hand goods, sellers need to make efforts in the process of picture display, copy editing, maintaining activity and ensuring high praise rate. They also need to be patient to answer the messages and inquiries of potential buyers, which makes many "working parties" complain endlessly. Nearly 60 thousand make complaints about the APP experience. They share their wonderful experiences, such as asking price, closing the transaction rather baffling, and asking for unreasonable postage. If the second-hand idle goods trading market wants to develop continuously and healthily in the future, both the quality of users and the level of platform supervision need to be improved. For example, the seller should try to avoid using personal information, such as Cui Lirong's personal information, which is recommended by the seller and the seller through the school's personal information platform. At the same time, the platform can strengthen monitoring through technical means, improve the post traceability function and strengthen the corresponding management system. (Xinhua News Agency)