[Video] Why is vintage clothing still a no-go for many Chinese?

In China, the unknown origins of second-hand clothing raise concerns that someone sick or even deceased may have used them. This deters many potential buyers, especially the older generation. Hygiene concerns are compounded by alarming reports of cockroaches, worms and even death certificates being found in used garments. Additionally, scams contribute to the distrust, with some sellers misleadingly advertising second-hand clothes as “brand-new” or “limited edition” from major brands. With the convenience and affordability of online shopping and fast fashion, many consumers are choosing to steer clear of second-hand options altogether.

However, growing awareness of environmental protection and an emphasis on value for money among younger generations are gradually shifting consumer behaviour. Although thrift fashion has not been fully embraced, pre-loved items like gadgets and homeware have gained broader acceptance, driving steady growth in China’s second-hand market. 

According to the China Resale Goods Trading Association, the transaction value of China’s second-hand goods industry reached approximately 1.32 trillion RMB (USD$186.7 billion) in 2023. Electronic and electrical products accounted for 41.34% of transactions, while luxury goods, furniture and clothing made up 25.13%. Commercial kitchenware and machinery made up 13.1% and books and other categories contributed 19.02%. Online transactions amounted to around 552 billion RMB, with over 600 million users, 85% of whom were aged 34 and below.

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