Khoom kim heev Resale Yog Hluav Taws Thiab TheRealReal Lit Lub Fuse

Thaum Tub Vaj Ntxwv Charles tau tuav lub rooj sib tham G-20 tsis ntev los no ntawm kev hloov pauv huab cua thiab kev lag luam ntiag tug, Julie Wainwright, tus tsim thiab CEO ntawm TheRealReal, tau thov kom koom nrog hauv pab pawg ua haujlwm zam thiab kev ruaj ntseg. HRH tsis hu xovtooj, txawm li cas los xij, nws yog ib qho kev qhuas uas tau txais koob meej.

Uas ua rau lub qhov ntswg tawm ntawm kev sib koom ua ke rau qee lub npe khoom kim heev koom nrog pab pawg. Lawv hais tias nws yuav zoo dua tso rau lwm qhov.

Nws yuav tsis muaj qhov ntawd - "Kuv yog khoom kim heev muag, qhov ntawd yog qhov kuv ua." - thiab txiav txim siab yog tias lawv tsis xav tau nws, ces nws tsis xav tau lawv. "Kuv cov lus qhia rau Tub Vaj Ntxwv Charles yog txhawm rau txhim kho qhov kev xav ywj pheej tiag tiag, tsis yog mus rau cov npe los npaj nws."

Txij thaum pib, Wainwright thiab TheRealReal tau muaj kev sib cav sib ceg nrog cov khoom kim heev. Lub tuam txhab muag lawv cov khoom muaj pov thawj ua ntej ntawm nws lub vev xaib online thiab hauv 18 qhov chaw muag khoom. TheRealReal tshaj tawm tias nws tau muag 22+ lab cov khoom kim heev txij li thaum nws pib tshaj kaum xyoo dhau los.

Cov khw muag khoom muag tau pauv mus ntev hauv cov khoom siv khoom kim heev, tab sis TheRealReal yog thawj zaug coj mus rhaub ntawm qhov ntsuas tus nqi uas muaj txiaj ntsig zoo rau hauv kev lag luam ntawm cov khoom kim heev thiab kev tsim kho ntawm lawv cov khoom. Thiab nws tau ua nws hauv online rau txhua tus pom, tsis nyob hauv lub khw muag khoom me me.

Dab tsi pib ua ib qho teeb meem rau cov khoom kim heev - "Koj me me heev. Leej twg mob siab?" Wainwright hnov ​​​​ntau zaus thaum ntxov - TheRealReal tam sim no tau dhau los ua kev hem thawj tiag tiag. "Koj yog kuv tus npau suav phem tshaj plaws," nws tau hais los ntawm tus thawj coj ntawm ib qho ntawm cov lag luam ua lag luam.

Loj hlob los ntawm leaps thiab ciam teb

Raws li tus thawj coj khoom kim heev thib ob, TheRealReal tau txaus siab rau qhov kev loj hlob zoo hauv nws lub lag luam niche, ib qho kwv yees tau mus txog € 33 billion ($ 38 nphom) thoob ntiaj teb hauv 2021, raws li Bain qhov kev tshawb fawb thoob ntiaj teb cov khoom kim heev.

Dab tsi ntxiv, nws yog ze li ib nrab ntawm ib tus zuj zus raws li peb tus kheej cov khoom lag luam khoom kim heev - tawv accessories ($ 71 nphom), kev zoo nkauj ($ 69 nphom) thiab khaub ncaws ($ 65 billion) - thiab loj hlob tsib zaug sai dua li kev ua lag luam thawj zaug los ntawm 2017 mus rau 2021, nce 65% piv nrog 12%.

Thiab thaum nws los txog rau kev ua lag luam muaj peev xwm rau kev lag luam khoom kim heev thib ob feem ntau thiab TheRealReal tshwj xeeb, Bachman Turner Overdrive tau hais tag nrho. "Koj Tsis Pom Tsis Tau."

Hauv nws qhov kev nthuav qhia tsis ntev los no ua ntej Raymond James Consumer Consumer Conference CFO Matt Gustke "conservatively" kwv yees tag nrho cov lag luam muaj peev xwm (TAM) rau cov khoom kim heev rov muag ntawm $ 200 billion thiab ntxiv, "Peb tau yooj yim tso tawm tag nrho cov khoom lag luam-tus nqi (GMV) CAGR tom ntej. xyoo thiab tshaj li ntawm 30+%. "

Txog tam sim no, TheRealReal nyuam qhuav khawb qhov chaw, nrog GMV tag nrho tsuas yog ntau dua $ 1 nphom mus txog peb lub hlis twg 2021. Cov txiaj ntsig tseem tsis tau muaj lub tuam txhab, tab sis nrog kev loj hlob tsis tu ncua, lub tuam txhab ntseeg siab tias cov txiaj ntsig yuav tuaj sai dua tom qab.

Nws suav nrog kev them nyiaj rov qab los ntawm nws cov peev txheej hnyav hauv kev siv thev naus laus zis, kev txav mus los ntawm nws qhov chaw faib khoom mus rau Arizona, thiab kev paub txog lub hom phiaj los ntawm nws cov phiaj xwm tshaj tawm hauv TV tsis ntev los no nrog rau kev nthuav dav ntawm nws cov khw hauv zej zog hauv cov chaw uas cov khoom kim heev thiab cov neeg muaj peev xwm yuav kav.

Scaling los ntawm kev siv tshuab thiab kev pabcuam

Ntawm nws qhov tseem ceeb, Wainwright piav qhia TheRealReal yog lub tuam txhab thev naus laus zis ntau dua li lub tuam txhab zam. "Kuv tsis muaj kev paub txog kev zam," nws lees. “Tab sis kuv muaj sab tech. Qhov ntawd yog qhov kuv qhov kev paub dhau los. " Thiab zoo li lwm lub tuam txhab thev naus laus zis ua ntej nws, piv txwv li eBay thiab Amazon, qhov ntsuas yog tus yuam sij rau account profitability.

Tam sim no nrog 24+ lab tus tswv cuab, TheRealReal tseem tso nws cov neeg sib tw hauv plua plav. Qhov sib txawv tseem ceeb yog nws txoj kev pabcuam puv ntoob. Tsis zoo li lwm yam khoom siv thib ob uas yooj yim txuas cov neeg yuav khoom thiab cov muag khoom thiab xav kom cov neeg xa khoom xa tawm lawv tus kheej cov khoom, TheRealReal yuav muaj cov khoom xa tuaj rau kev lees paub thiab ua haujlwm rau cov npe.

Tus qauv kev pabcuam tus kheej yog lwm lub platforms 'Achilles Heel thaum nws los txog rau kev nyiam cov neeg xa khoom tseem ceeb thiab lawv cov khoom xa tuaj. Thiab los ntawm nws cov khw muag khoom hauv zej zog, nws ua rau tsev hu xov tooj uas lub tuam txhab hais tias yog txoj hauv kev zoo tshaj plaws los muab cov khoom muaj txiaj ntsig tshaj plaws. Yog vim li cas Wainwright hais tias, "TheRealReal yog ib qho ntawm ib qho."

Tus nqi yog qhov tseem ceeb

"Peb hloov kab lis kev cai," Wainwright khav theeb. "Peb tau qhia tib neeg txog qhov muaj nuj nqis ntawm cov khoom uas lawv tau kaw hauv lawv lub txee dai khaub ncaws thiab peb tau hloov txoj kev uas tib neeg pom tias yuav muag dua."

Los yog, ib tus yuav sib cav, kab lis kev cai twb hloov lawm thiab Wainwright thiab TheRealReal tau ua ntej ntawm qhov nkhaus. "Lub sijhawm yog txhua yam," nws lees paub, sau tseg tias TheRealReal tsoo ib yam li cov neeg siv khoom tsim kev puas tsuaj ib puag ncig ua rau lub npe ntawm cov neeg siv khoom.

Thiab ces, ntawm chav kawm, tib neeg yeej ib txwm kos rau tus nqi zoo. "Piv kev siv nyiaj $ 100 nrog peb piv rau kev yuav ob peb cov khaub ncaws nrawm. Cov neeg ntse. Lawv xam pom tam sim ntawd lawv tuaj yeem yuav ntawm peb ces tau nyiaj rov qab thaum lawv rov muag nws. Lawv tsis tuaj yeem khwv tau nyiaj rov qab rau kev zam sai, "nws hais. "Peb tau qhib lub ntiaj teb tshiab rau tib neeg thiab peb yog thawj tus ua."

Vim tias tus nqi muaj nyob rau hauv txhua yam uas tib neeg yuav los ntawm TheRealReal, nws tau dhau los ua qhov chaw rau cov neeg siv khoom mus rau lub khw muag khoom kim heev.

"Peb pom tias ib zaug cov neeg siv khoom tau ntsib peb nws hloov txoj kev lawv yuav khoom," nws xav txog. "Piv nrog ceev-fashion, txawm tias ib nrab-tier hom, nws zoo li hmo ntuj thiab nruab hnub. Cov khoom kim heev tau xav txog zoo nkauj, zoo nkauj tsim nrog cov ntaub ntawv zoo nkauj. "

Honoring lub hom

Lub hom phiaj txij thaum pib yog los tswj kev ncaj ncees ntawm cov khoom qub thaum muab cov neeg siv khoom muaj nqis ntxiv. "Peb ua cov khoom kim heev rov qab los ntawm kev hwm kev zoo nkauj thiab kev ncaj ncees ntawm lub hom. Peb democratized cov hom no, uas lawv txhua tus ntxub kuv rau, "nws hais.

Qhov ntawd tsis yog qhov tseeb. Stella McCartney tau ntev tau koom tes nrog TheRealReal. “Nws ua siab tawv. Nws nkag siab txog kev muag khoom thiab nws yuav muag nws tus kheej. Thiab nws tab tom sim tsim kom muaj kev ruaj khov hauv kev lag luam zam, "Wainwright hais.

Burberry thiab Gucci kuj tau muaj kev sim rau lub hlis nrog TheRealReal. Nws hais tias kev sib tham tseem tab tom txuas ntxiv txog kev ua ib yam dab tsi ntxiv tab sis lees tias, "Kuv paub tseeb tias nws txaus ntshai rau lawv."

Thiab tam sim no Saks Fifth Avenue muaj TheRealReal pop-up khw hauv nws lub khw Miami Brickell rau cov khoom kim heev thiab cov saib, ob qho tib si yuav thiab rau kev ntsuas.

Mus ntawm lub zog mus rau lub zog

Wainwright tau ua si ntev nrog TheRealReal txij li nws tau tsim. Nws yog lub tswv yim tshiab tag nrho hauv kev muag khoom kim heev, txawm hais tias nyob rau hauv-tus-paub fashionistas tau ua tus saib xyuas tsis tu ncua ntawm kev xa khoom thiab cov khw muag khoom thib ob. Tam sim no lawv thiab txhua tus neeg tau nkag mus rau ntau txhiab qhov zoo tshaj plaws-ntawm-tus-zoo tshaj plaws hauv kev zam ntawm lawv lub ntsis ntiv tes thiab raug nqi ib feem ntawm qhov lawv yuav them thawj zaug.

"Peb tau hloov pauv li cas tib neeg pom tias rov muag dua. Nws tsis tshwm sim thaum hmo ntuj, ”nws xaus. “Cov neeg saws ntxov ntxov paub nws ua ntej thiab nws tseem tshwm sim tam sim no. Peb yog nyob rau hauv ib tug tiag tiag nthuav inflection point. Nws yog qhov zoo rau lub ntiaj teb thiab nws yog qhov zoo rau cov neeg nyiam hnav cov khoom zoo nkauj. Peb tsuas yog mus ntawm lub zog mus rau lub zog. "