Chen Jie and his installation of regenerative art. More and more young people are keen to transform old things and turn waste into consumption. Photo courtesy of respondents
After 1995, Kobayashi hung a mounted iPhone5 on the idle fish, and the price was 120 yuan. It has become a fashion for many young people to remove and frame old mobile phone parts before selling them.
Where the old mobile phone will go is a problem. According to statistics, from 20 15 to 20 19, China produced 9.4 billion mobile phones. Some are out of date, but many are not, and more are hidden in drawers.
Looking at neighboring Japan, idle mobile phones also have new stories. In order to welcome the Tokyo Olympic Games, NTT Docomo, Japan's largest telecom operator, recycled 62 1000 mobile phones, from which the Japanese medal production team purified 32 kilograms of gold, 3.5 tons of silver and 2.2 tons of copper. It is the first time in the history of the Olympic Games to extract real gold from old mobile phones to make medals.
The two mobile phones provide two perspectives: looking to the left, there are still a large number of idle items that have not entered the circulation; Looking to the right, there is still a lot of room to explore the value of idle items.
Idle economy is the real enjoyment economy.
Ten years ago, IKEA launched an online platform in Sweden, allowing customers to resell second-hand IKEA products on the platform. This provides a new choice for people who love IKEA but are hard up.
Cost-effectiveness is of course important. A few days ago, a netizen wrote an article saying that a temporary rural teacher in Yingde, Guangdong wanted to buy his spare time. One sentence touched him: "When the two schools merged, there were more children. The only electronic organ in the school is not enough. I can only buy a second-hand piano at my own expense for my children to go to school. "
Your laziness is your wealth. The word "idle economy" should be taken apart. "Leisure" refers to the surplus of consumption, whether it is time, goods or knowledge, only when there is surplus can it be shared; "Economy" refers to trading, which means that everyone's evaluation of the utility of goods may be different.
In May this year, in the 2020 financial report released by Alibaba, the annual turnover of idle fish has exceeded 200 billion yuan. On this platform, 400,000 idle kindles are traded every year, making it the largest kindle circulation market in China. In April this year, the number of online sellers in the secondary market increased by 76.2% year-on-year, and the transactions of JK, Lolita, Blind Box and other commodities were hot, and idle fish was promoted to the largest secondary market in China.
Recently, Idle Fish also released such an interesting set of figures: the number of Hermes bags on the platform is similar to that of Liu Mengjie; The number of baby carriages is close to that of large trucks; Third-and fourth-tier cities are developing faster than first-and second-tier cities. The consumer groups in the idle economy are wider than most people think, and the consumption momentum outside the Fifth Ring Road is strong.
Judging from the development of reform and opening up for more than 40 years, it is obvious that the concept of mass consumption has changed from extreme material shortage. Generation z bought second-hand sneakers and blind boxes, turning old things into treasures; White-collar workers buy cheap cribs and resell more diapers; Maternal and child second-hand, second-hand cars, second-hand services and second-hand mobile phones are all over 100 billion markets.
From inside Ali, there is no natural gap between the old and the new. On the platform, Tmall, Taobao and idle fish get through to each other. More and more young people embrace new products and don't refuse second-hand. Before "Shuang 1 1", they called themselves "soil-eating teenagers"; After "double 1 1", all the idle things were thrown out and turned into "rejuvenation".
From a global perspective, China's idle market is also in a leading position. In 2020, Mercari, Japan's largest second-hand trading platform known for its second-hand economy, had a domestic business transaction volume of 625.7 billion yen (39.3 billion RMB); It is reported that the idle market in China is expected to reach 1 trillion yuan in 2020.
The essence of idle economy is a stock economy, which is the enjoyment of goods in different stages of life. In the process of domestic hedonic economy from high tide to low tide and then to rationality, the whole society is also forming a kind of understanding: the essence of hedonism is not to deliberately create idleness, but to rationally digest idleness and serve more groups with limited resources.
Some studies believe that the average service life of consumer goods today is far below its design life. Professor Zhu Dajian, director of the Institute of Sustainable Development and Management of Tongji University, believes that the idle economy is a veritable * * * enjoyment economy. Two years ago, after reading The Fourth Consumption Era, he wrote this thought:
"China entered the fourth consumption stage in 20 15. From improving resource productivity to controlling the total material consumption, shared travel and shared housing came into being ... If the first 40 years of reform and opening up were to develop suburban areas with American-style goods, then the next 30 years should be the development of commodity-sharing urban clusters. "
"Trust" is the key to open idle transactions.
Of course, idle transactions are not without thresholds, especially non-standard products. It is not easy to achieve peace of mind in selling and peace of mind in buying.
Since 1970, generations of educated students majoring in economics, when asked about their favorite economic articles, often say without thinking that it is george akerlof's paper Lemon Market (published in 1970). Akerlof won the Nobel Prize in Economics for his insight into the second-hand market. He believes that in the traditional second-hand market, sellers tend to hide information, which will destroy the transaction and lead to the market shrinking or even disappearing.
Trust is the key to idle trading. Tencent Research Institute said in a research report on 20 19 that it has become a trend for the platform to get involved in the trading field of heavy assets and high-value demand, providing quality inspection and endorsement of trust.
At this year's strategic upgrade meeting of idle fish brand, Alvin Tang, vice president of Ali Group, said that all actions to upgrade idle fish brand this year are centered on enhancing trust.
The introduction of "worry-free purchase" in the transaction field is considered to provide a kind of "entrusted transaction" service. Specifically, worry-free purchase is an all-round service system in which service providers provide recycling identification services and the platform strictly controls quality and customer service. Users can enjoy new products and services at second-hand prices, and "trust transaction" can be improved.
Jin Ke, director of leisure fish operation and marketing, said frankly that an important background for "Worry-Free Shopping" to enter 3C digital products, luxury goods, trendy shoes and trendy gameplay is the upgrading of domestic consumption. In the high-value category, pure C2C transaction can no longer fully meet the demand.
This statement is not unreasonable. In one year,/kloc-0.025 million luxury goods were sold, with a total transaction volume of 4.46 billion yuan; For example, a bear brick 1000% bear sells for 420 thousand, and the proportion of good goods in second-hand transactions has greatly increased. This means that users need not only a free market, but also a standardized market, not only a platform to match transactions, but also a platform to guarantee transactions.
Idle fish launched the play community in the community field, which is considered as a measure to enhance the "trust relationship". It is common sense that the transaction can be concluded faster in the scene of acquaintances and semi-acquaintances. In May of this year, Idle Fish once disclosed a transaction data: the return rate of second-hand goods is only about half that of ordinary goods, and it is also the transaction between friends that reduces the transaction friction.
At present, there are several modes for C-end users to strengthen the relationship chain: the third-party platform introduces social relationship chain; Social relationship chain based on interest or LBS; Online celebrity-fan social relationship chain.
Idle fish can mainly create content with the help of experts, publicize what is a "good product" in the field of non-standard products, and convey the knowledge of what is a good thing, thus enhancing the trust relationship in the community, reducing the information asymmetry in the community and driving the flow of idle resources.
At the same time, idle fish will also expand the "new offline", which is considered to be an expansion of the "trust field". Compared with online transactions, the biggest feature of offline transactions is tangible and direct. Just as many consumers are used to buying furniture on the spot and idle furniture, it is still very important to "have a look", "touch" and "get together", which becomes the basis for idle fish to make markets, stations, campuses and bases.
Aging is also a background that cannot be ignored, and the elderly have a strong demand for offline transactions in the same city. Recycling old clothes and books needs to go to the door; Luxury appraisal services should also be offline entities. Doing this offline trust field well can promote the performance of the transaction.
There are many ways to create a space of trust. In addition to authenticity, quality, security risks and personal privacy. This year, Idle Fish launched the special governance action of "Governing the platform with the same determination as the West Lake", which is essentially to prevent the collapse of trust in the transaction.
Therefore, in Alvin Tang's view, the biggest service that today's idle trading platform can provide may no longer be a specific commodity, but a credit field.
In the long run, the improvement of trust depends on the improvement of technology. With the landing of big data, artificial intelligence, blockchain and other technologies, the traceability of items can be greatly improved. For example, used cars are also studying how to record any data such as transfer, repair and maintenance through blockchain technology to form a transparent, open and fair trading system based on big data of used cars.
Dig deep into the social value of "turning waste into treasure"
Chen Jie, who lives in Jiande, Zhejiang, is a "regenerative artist". Since last year, he has made many regenerative art devices with waste sewing machines, shoe repair machines and scales. Scrap iron in other people's eyes, he came back with 10 yuan, which not only brought him back to life, but also sold him at a high price. Inspired by him, some users simply sent him old car parts and asked him to convert them into a lamp.
In recent years, there are several remarkable policy nodes in the development of domestic circular economy: supporting * * * to enjoy the economy, advocating garbage sorting and advocating CD-ROM action. One of their characteristics is to pay attention to food, clothing, housing and transportation and to the general public.
The establishment of non-idle society depends on the practice of many non-idle cities, and to give birth to non-idle cities, it is often necessary to have non-idle communities first, and behind this are individuals. According to TongFu.kabu, executive vice president of China Circular Economy Association, the recycling of idle goods is an important part of circular economy, and the resulting economic and social benefits are immeasurable.
Of course, it is not enough just to awaken personal ideas. On June+10, 5438, Outlook magazine made a report entitled "Amazing Waste of Teaching Materials". The article points out that the core dilemma of the circulation problem faced by second-hand teaching materials is "industrial chain obstruction, high matching cost between supply and demand, and sellers of second-hand teaching materials may face legal risks". In fact, in addition to transaction costs, there are also policy obstacles. For example, in some recycling businesses, most idle items are recycled from private hands, and there is no input invoice, but the sales are subject to full tax.
This means that the idle trading platform is faced with the choice of commercial value and social value from the beginning. If high-value standard products such as 3C digital are simple in model and platforms flood in, and want to enter more non-standard categories such as clothing, they will inevitably fall into the dilemma of "making a cup" and "making a friend".
Just break even in 2020, the idle fish team thinks that the idle fish transaction is "closer to money and farther away from making money". However, since 20 18, in addition to C2C idle transactions, the team has promoted more than 3.25 million users to recycle old clothes at home, more than 700,000 users to recycle books, and about 6,543.8+0.5 million mobile phones and 600,000 household appliances to be recycled in an environmentally friendly way. Converted into ANT FOREST energy, about 16736 mu of desertified land can be solved.
At this year's Wuzhen world internet conference, Zhang Yong, chairman of Alibaba, said: "Building a healthy platform economy is not only the requirement of the country, but also the self-requirement of every socially responsible enterprise."
In June this year165438+1early October, Ren Fei, a team from Guanghua College of Peking University, wrote in a report entitled "Idle fish APP: from waste to consumption, from leisure to surplus" that the idle fish model has gone beyond economic behavior and evolved into a new one that integrates the values of commodity exchange, consumption proposition, contract spirit, social circle, environmental protection and public welfare.
"Some people auctioned a Gulfstream plane worth 400 million yuan on idle fish, some people used spare parts found on idle fish to make a simulated cockpit, and some people helped people make origami planes on idle fish." At the press conference, Alvin Tang's words seemed to point to the rapid development of the idle economy.
Six years ago, the artist Song Dong held an exhibition "Making the Best Use of Everything" at the Barbican Center in London, England, showing more than 10,000 daily necessities accumulated by her mother in the past 50 years. The tradition of cherishing things has not changed, but new consumption actions are spreading.
China people always cherish things, as the saying goes, "A persistent yearning is unbearable." . However, after decades of high economic growth, with the rapid accumulation of material wealth, people are used to "chasing after the new" in consumption, and domestic idle products sometimes exceed their imagination, which brings many waste problems. Fortunately, with the concept of green development deeply rooted in people's hearts and enjoying the universal practice of economy, new consumption actions were born. Many people realize that the value of goods is not sleeping but circulating; The use of goods may be more valuable than possession. (End)