双赢彩票网址-他人用过的口红 日本年轻人也愿买

在日本,购买二手化妆品成为一种盛行。节省的年青购物者在网上搜寻香奈儿(Chanel)和圣罗兰(YSL Beauty)的产品,这一现象标明,在这个价值240亿美元的奢华品商场,顾客的心思是多么杂乱和对立。

看不到垃圾桶的大街、高科技的厕所和“近藤麻理惠”品牌的极简主义而著称——日本人的“爱洁净”誉满天下。但日本人对洁净卫生的痴迷也有破例:这个国家是一个蓬勃开展的二手零售商场。日本国内美容商场是世界上最老练的商场之一,具有一个富有成效的生态系统,既有本乡小众药店,也有资生堂(Shiseido)和SK-II等高端品牌,一起还有对全球奢华品牌的旺盛需求。

但是,尽管听起来令人费解,但在日本的千禧一代中,购买二手化妆品正变得越来越盛行。这一现象充分说明了顾客的消费心思,他们既酷爱品牌,又越来越节省。

28岁双赢彩票网址-他人用过的口红 日本年轻人也愿买的东京居民Marika Sakamoto在日本最大的P2P商场渠道Mercari上购买了二手化妆品和美容产品。她说:“当我买二手化妆品时,我最仔细检查的是二手化妆品被用过多少次,什么时候过期。”

“Mercari让购买这些产品变得更简单,首要你在日本很难买到一手货,再加上人们真的不介意它们曾被使用过,是二手货。”此外,购买二手产品更环保也是这些日本女孩挑选购买二手货品的原因之一。

二手化妆品、同享化妆间,在许多人看来最大的顾忌就在于是否卫生。但日本在化妆品转售潮流中的位置与其一干二净、讲究卫生的传统形象天壤之别。

跟着日本同享经济的老练,一小部分日本千禧一代好像乐意为了贵重的美容产品而忽视细菌。在该网站的资讯页面,咱们能够发现,Mercari答应出售用过的化妆品,只需产品描述杰出,没有过期。

美国咨询公司高德纳亚太地区研讨和咨询高档专家道格拉斯(Yo Douglas双赢彩票网址-他人用过的口红 日本年轻人也愿买)表明:“假如你想试用新款香奈儿(Chanel)口红,能够经过Mercari以较低的价格试用,然后假如你真的喜爱,你能够再买一支新的。如此看来,这和从朋友那里买二手化妆品没什么不同。”

道格拉斯表明,尽管日本人对卫生问题很灵敏,但由于相互理解,以及买卖双方之间高度的信赖和考虑,二手化妆品潮流现已站稳了脚跟。她表明:“卖家了解顾客的心情。”她指出,在向买家发货时,他们鼓舞用户进行沟通,卖家甚至会自愿替换用过的粉饼。

22岁的日本女孩桥本介绍,购买二手化妆品在活泼于交际网络的年青人中分外盛行。

尽管日本仍然是全球最大的奢华品商场之一,新旧资金都在推进着奢华品职业的开展,但日本的老龄化人口传统大将晚年顾客定位为高端品牌的中心重视目标。道格拉斯表明:“与我国和其他新兴国家不同,日本千禧一代在财政上没有比他们的爸爸妈妈更好的日子远景。在我国,奢华品牌常常延聘年青的盛行偶像作为品牌大使,以瞄准我国的年青顾客。但是,咱们在日本没有看到(相同的)趋势。”

购买二手成为盛行,最底子的原因仍是——“日本许多年青人都在财政上挣扎……很难找到一份薪水适宜的安稳作业,”桥本说。尽管二手化妆品的趋势凸显了这种两面性,但道格拉斯指出,全球品牌能够据此重新考虑自己的定价和数字战略。“例如,资生堂推出了一个针对千禧一代的品牌,名为Recipist,只在电商渠道出售,价格低于资生堂的传统品牌。”

Why Japanese Millennials Are B双赢彩票网址-他人用过的口红 日本年轻人也愿买uying Used Makeup

Thrifty younger shoppers are scouring resale sites for Chanel and YSL Beauty, a phenomenon that reveals just how complex and contradictory the consumer psyche is in this luxury market worth $24 billion.

Thanks to its notoriously bin-free streets, high-tech toilets and Marie Kondo-branded minimalism, Japan has a reputation for cleanliness. There are exceptions to Japan’s obsession for hygiene. The country is home to a thriving second-hand retail scene. Japan’s domestic beauty market is one of the world’s most sophisticated, boasting a fruitful ecosystem of cult local drugstore and high-end brands such as Shiseido and SK-II accompanied by thriving demand for global luxury names.

And yet, puzzling as it may sound, buying used makeup is becoming popular among a small but growing segment of Japan’s Millennials. The phenomenon speaks volumes about the demographic’s consumer psyche, which is simultaneously brand-loving and increasingly frugal.

Marika Sakamoto is a 28-year-old Tokyo dweller who has purchased used RMS Beauty and Nu Skin products on Mercari, Japan’s top peer-to-peer marketplace platform. “When I buy secondhand cosmetics, I always carefully look thorough about how many times has [it] been used and expiration dates,” she says.

“Mercari helps [make] buying these products easier, because you can’t buy them in Japan and people really don’t mind if they’re used.” The fact that buying secondhand products is more environmentally friendly is a bonus.

Even with the habitual “swatching” and testing of shades and formulas in the most high-end department stores, sharing makeup is extremely unhygienic. But Japan’s hand in the makeup resale trend is uniquely at odds with its spotless image.

However, as Japan’s sharing economy matures, a small number of millennials seem willing to overlook germs for luxury-priced beauty at a steep discount. An FAQ page states that Mercari allows used makeup to be sold, provided that the products are well-described and not expired.

“When you want to try a new Chanel lipstic按揭贷款计算器k, you can try it via Mercari at a lower price and then buy a new one if you actually like it,” says Yo Douglas, Gartner’s senior specialist for research and advisory in the APAC region. “It’s not unlike buying used cosmetics from your friends.”

According to Douglas, the trend has taken hold 双赢彩票网址-他人用过的口红 日本年轻人也愿买— despite Japan’s sensitivity to hygiene — due to a mutual understanding, and high level of trust and consideration between buyers and sellers. “Sellers know about the consumers sentiment,” she says, noting that users are encouraged to communicate and sellers will even voluntarily replace used powder puffs when sending foundation compacts to their new owners.

According to 22-year-old Hashimoto, buying used makeup is especially popular with those looking to use the product as a prop for social media posts.

Though it remains one of the world双赢彩票网址-他人用过的口红 日本年轻人也愿买’s largest luxury markets with old money and new money alike driving the sector, Japan’s ageing population has traditionally positioned older consumers as the core focus for high-end brands. “Unlike China and other emerging countries, Japanese Millennials don’t have a prospect that they will have a better life, financially, than their parents,” says Gartner’s Douglas. “Luxury brands often hire young pop idols as a brand ambassador to target young consumers in China. However, we don’t observe the [same] trend in Japan.”

“So many young people in Japan are struggling financially... it’s really hard to find a stable job that pays a fair wage,” says Hashimoto.

While the used makeup trend underscores this duplexity, Dougl双赢彩票网址-他人用过的口红 日本年轻人也愿买as notes that global brands can rethink their pricing and digital strategies accordingly. “For example, Shiseido launched a brand targeting Millennials called Recipist in 2017 that is sold

only on e-commerce platforms with a lower price than Shiseido’s traditional brands. 南都记者 张沛 归纳收拾自 businessoffashion.com