A secondhand clothing store in Beijing Photo: VCG

In recent years,MKS sports secondhand trading platforms like Xianyu, WeChat groups and DuoZhuaYu have gradually become an indispensable part of Chinese young people's lives. These platforms not only fulfill basic functions such as exchanging items, saving money or earning extra income, but they've also evolved into social spaces and cultural expressions. 

According to data analytical platform QuestMobile, the top three most popular apps among high-value young users in 2024 are Xianyu, RedNote and Bilibili, Zaker News reported. An interesting phenomenon is that seemingly insignificant items like Ultraman cards can even sell for as much as a luxury bag. 

This reveals a new market trend - the value of an item is not solely determined by its original price and brand, but also by its symbolism and the emotional connections between buyers and sellers. In this trading model, transactions on the platforms go beyond a simple goods-money exchange and carry the functions of socializing based on personal interests and self-identity, the Global Times observed.

The magic lies here - these secondhand shops not only facilitate the circulation of money and goods, but also create a unique circulation of emotions.

Paying for passion

According to data from Xianyu in March 2024, among its 83 million active users, 45 percent of transactions on the platform are interest-related, including trendy toys, cultural relics, outdoor sports, pets, plants, digital products, fashion, among others, according to Zaker.

This trend has continued into 2025, with demand increasing by up to three times for fishing gear, bicycles and accessories, instant cameras, electric vehicles, Go-Pros, drones, and other tech products, financial media 36Kr reported.

Since last year, the "guzi economy" became a major hit among Chinese youngsters, with guzi becoming a "hard currency" on secondhand platforms. The word guzi, a homonym for the English word "goods," refers to badges, acrylic figure stands, cards and other merchandise featuring ACG (animation, comic and game) culture elements.

In February 2025, the undisputed champion was the newly crowned Chinese box office hit Ne Zha 2. The Nezha series Pop Mart blind boxes sold out so quickly that the sales of these merchandise reached over 3 million yuan in a single day on Xianyu, the 36Kr report said. 

Shu Shu, a freelance photographer, and Lolita fashion enthusiast, told the Global Times that as most Lolita fashion items are sold through a pre-order system with limited ready-to-ship stock and exclusive releases, many Lolita enthusiasts are turning to secondhand trading platforms. They use these platforms not only to buy and sell items but also to exchange knowledge about fashion culture, gradually integrating into this interest-based community.

According to Shu, secondhand prices are usually lower than the original price, which is particularly appealing to students and sometimes the out-of-production designs can only be found through secondhand channels. 

Comparing to mainstream e-commerce platforms, these second-platforms are more flexible and the bargaining process is quite interactive, Shu said.

Postgraduate student Lu Qing, an anime culture enthusiast and guzi collector, often get discounts and express fee exemptions from sellers who like the same character. Lu has organized dozens of group buys so far, which were "exhausting but helped me meet many like-minded friends," Lu told the Global Times. 

However, Lu noticed some alarming situations. When showcasing merchandise becomes a way to "prove your devotion," fans who spend less may feel guilty, while some younger fans idolize those who can fill their rooms with guzi. This is a variation of consumerism. 

"While enjoying the happiness secondhand goods brings, we also need to be wary of being consumed by it," Lu said.

Sustainable lifestyle

Rental and secondhand markets are booming in China and quietly reshaping people's perception of ownership and resource utilization. In the secondhand market, people have rediscovered the joy of "treasure hunting." Books, furniture, fitness equipment, game cards or unused membership cards, are all treasures.

The rise of secondhand stores not only provides a platform for recycling, but also shows a reflection on consumer culture. Secondhand items can find a new home through circulation, meet the needs of a new owner, highlighting a more environmentally friendly and sustainable way of life.

Online surveys suggest that young people are more willing to pay for sustainable and eco-friendly products and brands, People's Daily reported. When asked the reason to shop secondhand, 32 percent of the respondents cited cheaper prices and 24 percent said it is low-carbon and eco-friendly.     

Young people seek both cost-effectiveness and emotional values. Meanwhile, secondhand buying aligns with the new cool among younger generations - circulation to reduce wastes and live green, Shu told the Global Times.

A trending phrase well summarize the consumption view of these youth: It's okay to buy expensive things, but not okay to overpay.