Project Overview
案例概述
In January 2022, Zhuanzhuan Group announced its official transformation into a company dedicated to the circular economy. Through innovative online and offline integration, it has meticulously built a green recycling space for idle items, achieving significant environmental, social, and economic benefits. These green recycling spaces for idle items are integrated into nearby business districts, subway stations, and other living spaces, effectively and directly promoting the concepts of green living and green consumption.
2022年1月,转转集团宣布正式转型为循环经济产业公司,以创新性线上线下融合的方式,精心打造闲置物品绿色循环空间,取得了良好的环境、社会、经济效应。闲置物品绿色循环空间融入附近商圈、地铁等生活空间,对绿色生活、绿色消费理念也达成了高效直接的传播。
Since the number of Zhuanzhuan's offline stores exceeded 100 in 2022, the company has accelerated the layout of integrated online and offline consumer spaces. As of August 2025, Zhuanzhuan has opened over 1,000 branded stores nationwide, integrating recycling, retail, and consignment businesses. It is projected that this number will reach 1,300 by the end of 2025.
自2022年转转线下门店突破100家开始,转转启动加速布局线上线下融合消费空间。截至2025年8月,已在全国开设超过1000家集回收、零售、寄卖业态于一体的转转品牌门店,预计2025年底将达到1300家。
In June 2025, Zhuanzhuan opened its first second-hand multi-category recycling warehouse store in China, named "Super Zhuanzhuan". Located on the third floor of Beijing Friendship Store, it is a multi-category recycling warehouse store that brings together second-hand bags, shoes, clothing, jewelry, watches, gaming equipment, photography equipment, small household appliances, and more. Covering an area of 3,000 square meters, "Super Zhuanzhuan" offers over 200 categories and more than 30,000 SKUs. Every item on the shelf undergoes strict quality inspection by Zhuanzhuan's "Official Inspection" process, providing consumers with high-quality, affordable, green, and eco-friendly products and a great shopping experience. "Super Zhuanzhuan" has consistently topped the list of popular clothing, footwear, and bags on Dianping, becoming a new commercial landmark in Beijing.
2025年6月,转转开设的国内首家二手多品类循环仓店“超级转转”,位于北京友谊商店三层,是一家集二手箱包、鞋服、首饰腕表、游戏设备、摄影摄像、小家电等在内的多品类循环仓店。“超级转转”占地面积3000平方米,有200余品类,30000余SKU(最小存货单位),货架上每一件商品都经过转转官方验的严格检测,为消费者提供物美价廉、绿色环保的好东西和好体验。“超级转转”持续霸榜大众点评服饰鞋包热门榜榜首,成为北京商业新坐标。
Company/Organization Profile
机构简介
Zhuanzhuan Group was established in 2015 and is a leading enterprise in China's second-hand and idle items recycling consumption sector, as well as a leading digital platform for the circular economy domestically. Its portfolio includes several second-hand e-commerce brands such as Zhuanzhuan, Zhaoliangji (找靓机), Goods Hunter (采货侠), Xiakehui (侠客汇), and Plum (红布林). Since its inception, the company has secured investments from Tencent, 58.com, Xiaomi Group, among others, achieving a valuation exceeding $3 billion and earning a place on China's unicorn enterprise list. The platform currently boasts over 400 million registered users and 50 million monthly active users. Its second-hand transaction categories cover more than 200 types, including mobile phones, home appliances and furniture, digital products, clothing and footwear, jewelry and accessories, game transactions, and cultural collectibles.
转转集团成立于 2015 年,是中国二手闲置物品循环消费领域的龙头企业,国内领先的循环经济数字化平台。旗下拥有转转、找靓机、采货侠、侠客汇、红布林等多个二手电商品牌。成立以来,先后获得腾讯、58、小米集团等投资,估值超30亿美元,入选中国独角兽企业名单。平台内现有超4亿注册用户,5000万月活用户,涉及二手交易品类覆盖手机、家电家具、数码产品、服装鞋帽、珠宝配饰、游戏交易、文玩等200余种。
Project Outcome
项目成果
1. Environmental Benefits
As Zhuanzhuan continues to expand its online and offline integrated green recycling space for idle items, an increasing number of users are utilizing its recycling services through physical stores. By promoting the secondary circulation of idle goods, Zhuanzhuan, together with its users, achieved a cumulative carbon emission reduction of 5.185 million tons by the end of 2024. This is equivalent to the emissions generated by a traditional fuel vehicle traveling 29.1 billion kilometers or circling the Earth's equator 780,000 times. Additionally, the cumulative energy savings reached 7,136 GWh, approximately equal to the annual energy consumption of 600,000 Chinese households. Moreover, through the transaction of 32.08 million second-hand books, Zhuanzhuan contributed to preserving 270,000 trees. For example, while a new smartphone generates an average of 49 kg of carbon emissions over its lifecycle, trading a second-hand phone can reduce emissions by 25 kg. The carbon reduction potential is even higher for household appliances, with an average reduction of 130 kg per transaction. By expanding its store network and creating accessible green recycling spaces, Zhuanzhuan plays a significant role in reducing carbon emissions, combating climate change, and protecting biodiversity.
1. 环境效益
随着转转不断拓展线上线下融合的闲置物品绿色循环空间,越来越多的用户通过转转的线下品牌门店使用转转闲置物品流转服务。通过促进闲置物品的二次流转,转转携手用户,截至2024年底共同减排518.5万吨,相当于传统燃油车行驶291亿公里,绕行赤道78万圈,累计能源减耗7136吉瓦时,约等于中国60万户家庭每年的能源使用量。同时,通过3208万册二手图书的交易,转转保护了27万棵树木资源。以手机为例,一台新手机在全生命周期当中平均会产生49千克的碳排放,通过二手交易流转,则可以实现25千克碳减排,家用电器二手交易可实现的碳减排量则更高,平均值达130千克。转转通过门店拓展等形式,为公众开辟可触达的闲置物品绿色循环空间,对于减少碳排放、应对气候变化以及保护生物多样性做出重要贡献。
2. Social Benefits
The green recycling spaces for idle items, represented by Zhuanzhuan's branded stores and "Super Zhuanzhuan," rely not only on offline store staff but also on the support of online channel-enabled quality inspection and trading technologies, as well as the empowerment of quality inspection engineers at backend intelligent quality inspection centers who strictly enforce the "Official Inspection" standards. In the process of building these green recycling spaces, a series of distinct green job roles have emerged, including idle item quality inspectors, circular consignment store staff, and door-to-door recycling specialists. The innovative expansion of green recycling spaces also signifies new green employment opportunities. Zhuanzhuan emphasizes on hiring fresh graduates, offering stable employment. To date, the company has trained a team of over 2,000 idle item quality inspectors and another team of more than 2,000 door-to-door recycling specialists, generating significant positive social impact.
2. 社会效益
以转转品牌门店、“超级转转”为代表的线下的闲置物品绿色循环空间,不仅需要线下店员的支持,还需要通过线上渠道供给的质检交易平台技术,以及位于后端智能质检中心,严格执行“官方验”的质检工程师的赋能。在打造闲置物品绿色循环空间的过程中,形成了闲置物品质检师、循环寄卖仓店店员、上门回收师等一系列具有鲜明绿色职业属性的工作岗位。绿色循环空间的创新拓展也意味着新的绿色职业机会,转转重点吸纳应届毕业生,提供稳定就业,目前,转转已经培养了一支超过2000人的闲置物品质检师队伍,和另一支超过2000人的上门回收师队伍,形成了巨大的正向社会效应。
3. Economic Benefits
The innovative circular space for idle items created by Zhuanzhuan generates multiple economic benefits. It not only provides users with convenient channels to recycle idle goods, helping them monetize underutilized assets, but also creates substantial value through second-hand circular transactions. Taking Zhuanzhuan’s operations in Qingdao as an example, since the inauguration of the Qingdao Intelligent Quality Inspection Center four years ago, Zhuanzhuan has achieved over 25 billion yuan in revenue and paid more than 500 million yuan in taxes in Qingdao, establishing itself as a benchmark e-commerce retail enterprise in the region.
3. 经济效益
转转打造的闲置物品循环创新空间具有多重经济效益,不仅可以给用户提供便捷的回收闲置物品的渠道,帮助用户盘活变现闲置资产,还创造了可观的二手循环交易效益。以转转在青岛的业务为例,自青岛智能质检中心落成4年来,转转在青岛已经实现营收超250亿元,纳税超5亿,成为青岛电商零售标杆型企业。
4. Dissemination of Green Concepts
In July 2024, Zhuanzhuan partnered with the Center for Environmental Education & Communications of MEE (Ministry of Ecology and Environment of the People’s Republic of China) to jointly establish a Green and Low-carbon Public Education Center, actively fulfilling corporate social responsibility and enhancing public awareness and participation in ecological civilization construction. By December, the intelligent quality inspection centers in Qingdao and Shenzhen had been designated as "Green and Low-carbon Public Education Centers," welcoming the first groups of local teachers and students for visits and learning sessions.
4. 绿色理念传播
2024年7月,转转携手生态环境部宣教中心,共同打造绿色低碳公众教育中心,积极践行企业社会责任,提升公众对生态文明建设的关注度和参与度;12月,青岛、深圳两地智能质检中心完成“绿色低碳公众教育中心”挂牌,并接待了首批当地师生参观学习。
Additionally, Zhuanzhuan expanded its green advocacy through practical initiatives. In June 2025, the company collaborated with the Hainan Academy of Ocean and Fisheries Sciences to launch the "Blue Carbon Seagrass Bed Ecological Restoration Initiative" . Under the guidance of the academy, this project involved scientifically restoring degraded seagrass beds in Hainan’s coastal areas, rebuilding near-shore ecosystems, and enhancing the carbon sequestration capacity of marine ecosystems . Through these efforts, Zhuanzhuan demonstrated its commitment to translating green concepts into tangible environmental actions.
转转还以直接的实践方式宣传拓展绿色空间,2025年6月,转转联合海南省海洋与渔业科学院开展了"海洋蓝碳海草床生态修复行动",该项目在海南省海洋与渔业科学院指导下开展,通过科学修复海南省海域退化海草床,重建近海生态环境,提升海洋生态系统碳汇能力。
Project Highlights
项目亮点
In December 2024, Zhuanzhuan was honored with the Paulson Prize for Sustainability in the "Green Innovation" category. The Paulson Prize for Sustainability was initiated in 2013 and is jointly hosted by the Paulson Institute and Tsinghua University. It is one of the most influential international awards in the field of sustainability, recognizing innovative, replicable solutions from within China that deliver both economic and environmental benefits to address the world's most pressing climate and biodiversity challenges.In June 2025, the nation's first second-hand multi-category recycling warehouse store, "Super Zhuanzhuan", officially opened its doors at the Beijing Friendship Store. By August 2025, Zhuanzhuan had established over 1,000 branded stores across China, integrating recycling, retail, and consignment businesses.
2024年12月,转转荣获“保尔森可持续发展奖——绿色创新”类别优胜奖,“保尔森可持续发展奖”发起于2013年,由保尔森基金会和清华大学联合主办,是可持续发展领域最具影响力的国际奖项之一。2025年6月,全国首家二手多品类循环仓店“超级转转”于北京友谊商店正式开业;8月,转转在全国开设超过1000家集回收、零售、寄卖业态于一体的转转品牌门店。
Project Implementation
项目实施
1. Infrastructure Development for Green Recycling Space of Idle Items
1. 进行闲置物品绿色循环空间基础设施建设
(1) Quality Inspection:
To ensure the safe and efficient circulation of second-hand goods and stable supply-demand assurance, Zhuanzhuan addresses the critical issue of trust in second-hand trading by constructing a credibility system for the circular economy. It pioneered the independent "Official Inspection" system, establishing three major quality inspection centers in Shenzhen, Chengdu, and Qingdao nationwide, and has trained over 2,000 quality inspectors and luxury authentication specialists.
(1)质检:为确保二手商品安全高效流转及稳定的供需保障,转转从解决二手交易中最关键的信任问题入手,构建二手循环信任体系。首创独立“官方验”,在全国范围内建立了深圳、成都、青岛3大质检中心,培养数千名质检师和奢侈品鉴定师。
(2) Physical Stores:
Since surpassing 100 offline stores in 2022, Zhuanzhuan has accelerated the deployment of integrated online-offline consumer spaces. As of August 2025, the company has opened over 1,000 branded stores across China, integrating recycling, retail, and consignment services, with plans to reach 1,300 stores by the end of 2025. These stores offer recycling and retail services for 10 major categories of digital and 3C products, including mobile phones, laptops, watches, and cameras. In some cities, services also include gold recycling and second-hand luxury item recycling. Additionally, customers can enjoy supplementary services such as purchasing digital accessories, device cleaning, and screen protection.
(2) 门店:自2022年转转线下门店突破100家开始,转转启动加速布局线上线下融合消费空间。截至2025年8月,已在全国开设超过1000家集回收、零售、寄卖业态于一体的转转品牌门店,预计2025年底将达到1300家。转转门店可为顾客提供手机、笔记本、手表、相机等10大品类数码3C产品回收与零售服务;同时部分城市还提供黄金回收、二奢回收服务;消费者到店还可享受数码产品配件购买、设备清洁贴膜等配套服务。
Leveraging its store network, Zhuanzhuan has actively expanded into "instant retail" services, pioneering an "Hourly Delivery" business in covered areas, thereby extending the reach and scope of green recycling spaces. Based on store density, door-to-door recycling convenience, and the penetration of second-hand circulation, the Zhuanzhuan Group Research Institute utilized big data from the platform to construct the "Urban Development Index for Second-Hand Green Circulation Spaces." Since 2023, Beijing, Chengdu, and Shenzhen have consistently ranked top for two consecutive years, indicating significant growth potential for green circular spaces in cities and counties nationwide.
围绕门店,转转还积极开拓“及时零售”服务,在门店覆盖区域开创二手行业的“小时达”业务,拓展绿色循环空间的外延和触达范围。结合线下门店密度、上门回收便利性以及二手循环流通渗透度,转转集团研究院利用平台大数据构建的“二手绿色流通空间城市发展指数”显示,2023年以来,北京、成都、深圳已经连续两年排名前三名,二手循环绿色空间在广大城市、县域还有巨大发展潜力。
2. Technological Innovation for Green Recycling of Idle Items
Zhuanzhuan has independently developed a domestically leading quality inspection system, with over 90 patented technologies spanning fields such as smart dispatching, computer vision, intelligent interaction, and VR recognition. By integrating software and hardware for automated detection, it significantly enhances the efficiency and accuracy of product inspection. Performance testing and appearance inspection of consumer electronics are two examples. Through self-developed software and automated machinery, Zhuanzhuan precisely evaluates the performance and assesses the quality and battery life of devices across different brands and systems. Also, utilizing industrial cameras, image algorithm models, and strategic protocols, the system automatically captures images and standardizes the grading of external conditions.
2. 进行闲置物品绿色循环技术创新
转转自主研发了国内领先的质检系统,研发专利技术90余件,涉及智能调度、图像视觉、智能交互、VR识别等多个领域,通过“软硬一体”自动化检测,大幅提高验机效率与精准率。以消费电子产品为例,其中包括性能与电池检测方面,通过自研软件与自动化机器,针对不同品牌系统精准评估性能表现及电池的质量和续航情况;在外观检测方面,通过工业相机、图像算法模型与策略结合,自动拍摄,标准化处理外观等级。
3. Establishing China's First Second-Hand Multi-Category Recycling Warehouse Store
3. 建设国内首家二手多品类循环仓店
In September 2024, Zhuanzhuan fully acquired Plum, a leading brand in the second-hand fashion sector. After a year of integration, the two companies have achieved strategic synergy in expanding multi-category offerings. Plum’s unique strengths in authentication, grading, and pricing of second-hand luxury goods have been incorporated into Zhuanzhuan’s system, solidifying its position as China’s largest serviced multi-category second-hand trading platform and laying a robust foundation for building integrated online-offline recycling spaces for idle items.
2024年9月,转转全资收购二手时尚领域品牌红布林,经过一年整合,已经在拓展多品类方面形成战略协同。红布林在二手奢侈品的鉴定评级以及定价能力领域具有独特优势。红布林的二手奢侈品鉴定能力已经整合到转转,转转成为国内最大有服务的多品类二手交易平台,为建设线上线下融合闲置物品循环空间打好基础。
In June 2025, Zhuanzhuan launched "Super Zhuanzhuan", China’s first second-hand multi-category recycling warehouse store, located on the third floor of Beijing Friendship Store. This store integrates second-hand bags, apparel, footwear, jewelry, watches, gaming equipment, photography gear, small appliances, and more. Spanning 3,000 square meters, it offers over 200 categories and 30,000 SKUs. Every item on the shelves undergoes rigorous inspection through Zhuanzhuan’s "Official Inspection" system, ensuring consumers receive affordable, eco-friendly, and high-quality products with a trustworthy experience.
2025年6月,转转开设的国内首家二手多品类循环仓店“超级转转”,位于北京友谊商店三层,是一家集二手箱包、鞋服、首饰腕表、游戏设备、摄影摄像、小家电等在内的多品类循环仓店。“超级转转”占地面积3000平方米,有200余品类,30000余SKU,货架上每一件商品都经过转转官方验的严格检测,为消费者提供物美价廉、绿色环保的好东西和好体验。
Project Impact & Sustainability
项目影响力、可推广性与可持续性
In 2025, Zhuanzhuan was approved to participate in the second batch of national-level service industry standardization pilots (specialized in commercial circulation) jointly launched by the Ministry of Commerce and the State Administration for Market Regulation. Focusing on the recycling and reuse of idle items, Zhuanzhuan will continue to leverage standards to drive the "consumer goods trade-ins" sector towards high-end, intelligent, and green development, and accelerate the deployment and enhancement of green recycling spaces for idle items nationwide. Zhuanzhuan will play a leading, radiating, and driving role as a pilot, striving to form replicable and promotable pilot outcomes.
2025年,转转获批参加商务部、市场监管总局开展的第二批国家级服务业标准化试点(商贸流通专项)。围绕闲置物品循环再利用,转转将继续以标准带动消费品以旧换新领域,向高端化、智能化、绿色化发展,加速推进闲置物品绿色循环空间在全国范围内布局提升。转转将发挥好试点的引领、辐射和带动作用,努力形成可复制推广的试点成果。
Also in 2025, the Ministry of Commerce and three other departments initiated pilots for second-hand goods circulation. Two companies under Zhuanzhuan Group were selected for the first list of pilot enterprises. These pilot enterprises are expected to serve as positive demonstrators in promoting green consumption within the commercial sector and guiding new trends in green and low-carbon consumption. In accordance with the implementation plan for the second-hand goods circulation pilot, Zhuanzhuan will further explore the essence of green recycling spaces for idle items, innovate circulation methods for second-hand goods, and institutionalize mechanisms to standardize the order of second-hand goods circulation. This ensures that green recycling spaces for idle items can sustainably achieve their maximum effect.
2025年,商务部等4部门开展二手商品流通试点,转转集团2家企业入选首批试点企业名单,试点企业在开展商贸领域绿色消费、引导绿色低碳消费新风尚层面,将起到积极的示范作用。转转将围绕二手商品流通试点实施方案,继续深入挖掘闲置物品绿色循环空间的内涵,创新二手商品流通方式,以机制化方式,规范二手商品流通秩序,确保闲置物品绿色循环空间可持续的发挥其最大效应。
(Using AI translation)
(使用AI翻译)
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