Company/Organization Profile

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, Goods Hunter, and Plum . Since its inception, the company has secured investments from Tencent, 58.com, Xiaomi Group, among others，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. In August 2025, Zhuanzhuan Group announced its upgrade to a new-consumption company under the circular economy industry.

机构简介

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、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，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。2025年8月，转转集团宣布升级为循环经济产业下的新消费公司。

Project Overview

In recent years, green consumption has developed rapidly, and the concept of second-hand trading of idle goods has been accepted by a growing number of consumers. However, the most critical trust issue in second-hand transactions still persists. Meanwhile, consumers lack green consumption spaces that they can physically experience. Faced with a vast array of second-hand goods, information asymmetry remains difficult to eliminate.

Since 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.

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 2026, Zhuanzhuan has opened over 1,300 branded stores nationwide, integrating recycling, retail, and consignment businesses.

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. Following the opening of “Super Zhuanzhuan”, Zhuanzhuan Group aims to continuously expand store types to diversify green consumption spaces for a broader range of second-hand items.

项目背景

近年来，绿色消费发展迅速，闲置物品二手交易的概念也被越来越多的消费者接受。然而，二手交易中最关键的信任问题仍然存在，同时消费者缺乏可以亲身接触到的绿色消费空间，面对品类众多的二手商品，信息不对称难以抹除。

自2022年1月开始，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。

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2026年8月，已在全国开设超过1300家集回收、零售、寄卖业态于一体的转转品牌门店。

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。继“超级转转”开业后，转转集团的目标是持续拓展更多店型，丰富多品类闲置物品绿色消费空间。

Project Implementation

1. Infrastructure Development for Green Recycling Space of Idle Items

(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 four major quality inspection centers in Shenzhen, Chengdu, Qingdao, and Beijing nationwide, and has trained over 2,000 quality inspectors and luxury authentication specialists.

(2) Physical Stores:

Since surpassing 100 offline stores in 2022, Zhuanzhuan has accelerated the deployment of integrated online-offline consumer spaces. As of August 2026, the company has opened over 1,300 branded stores across China, integrating recycling, retail, and consignment services. 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.

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.

2. Technological Innovation for Green Recycling of Idle Items

By 2025, Zhuanzhuan Group had filed nearly 300 patent applications in total, including 170invention patents, accounting for approximately 60%. Zhuanzhuan has independently developed a domestically leading quality inspection system, 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.

3. Building a Nationally Leading Green Space System for Multi-Category Idle Goods

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.

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.

In the second half of 2025, Zhuanzhuan Group continued to expand its store types. In October, the Group opened its first nationwide circular store in Zhengzhou, covering over 200 square meters and featuring more than 5,000 products. Zhuanzhuan circular store is a retail store integrating both sales and recycling services across multiple categories of second-hand goods. In December, Zhuanzhuan Group launched its first nationwide pre-owned New Energy Vehicle superstore in Shenzhen, a seven-story standalone building spanning approximately 7,000 square meters. In June 2026, the Group opened its first nationwide cycling store in Shenzhen, further expanding green mobility consumption spaces.

项目实施

1.进行闲置物品绿色循环空间基础设施建设

（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、北京4大质检中心，培养数千名质检师和奢侈品鉴定师。

（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2026年8月，已在全国开设超过1300家集回收、零售、寄卖业态于一体的转转品牌门店。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。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.进行闲置物品绿色循环技术创新

截至2025年，转转集团累计申请专利近300件，其中发明专利170件，占比月约60%。转转自主研发了国内领先的质检系统，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.建设国内领先的多品类闲置物品绿色空间体系

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。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。

2025年下半年，转转集团继续拓展店型。10月，转转集团旗下全国首家循环商店在郑州开始营业，占地面积超200平米，拥有超过5000件商品，是一家集零售、回收服务于一体的多品类二手商品新型商业店。12月，转转集团在深圳开设全国首家新能源二手车大店，大店整栋7层，约7000平米。2026年6月，转转集团在深圳开设全国首家骑行店，进一步拓展绿色运动消费空间。

Project Outcome

Green Consumption Space Experience Innovation

Through a variety of offline store types, Zhuanzhuan builds multi-category green consumption space, including Super Zhuanzhuan, Zhuanzhuan Circular Store, Zhuanzhuan Pre-owned NEV Superstore, Zhuanzhuan Cycling Store, and Zhuanzhuan Brand Stores. Each store type features unique commercial innovations. Whether focusing on niche green mobility scenarios or leveraging large-scale flagship stores to highlight economies of scale, these store types together form a commercial innovation trajectory: from online traffic to offline trust hubs, from single-category to multi-category matrix, and from a pure trading platform to a spatial service provider. As of August 2026, four Zhuanzhuan Circular Stores had been established nationwide, and the second Super Zhuanzhuan flagship store was also about to open.

2.Industry Quality Inspection and Employment Model Innovation

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 2,500 door-to-door recycling specialists, generating significant positive social impact.

成果亮点

1.绿色消费空间体验创新

转转通过多种线下店型，构建多品类绿色消费空间，包括超级转转、转转循环商店、转转二手新能源车大店、转转骑行店、转转品牌门店等等，每个店型都有独特的商业创新点。无论是聚焦绿色出行的细分场景，还是以大型综合旗舰店形式凸显规模效应，这些店型共同构成了从“线上流量”到“线下信任空间”、从“单一品类”到“多品类矩阵”、从“交易平台”到“空间服务商”的商业创新路径。截至2026年8月，全国已有4家转转循环商店，超级转转旗舰店第2家也即将开业。

2.行业质检与就业模式创新

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2500人的上门回收师队伍，形成了巨大的正向社会效应。

Project Highlights

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 6.348 million tons by the end of 2025. This is equivalent to the emissions generated by a traditional fuel vehicle traveling 35.6 billion kilometers or circling the Earth's equator 890,000 times. Additionally, the cumulative energy savings reached 8,712 GWh, approximately equal to the annual energy consumption of 730,000 Chinese households. Moreover, through the transaction of 33.38 million second-hand books, Zhuanzhuan contributed to preserving 280,000 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.

2. 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.

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.

成果影响力

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2025年底共同减排634.8万吨，相当于传统燃油车行驶356亿公里，绕行赤道89万圈，累计能源减耗8712吉瓦时，约等于中国73万户家庭每年的能源使用量。同时，通过3338万册二手图书的交易，转转保护了28万棵树木资源。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.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。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。

Reviews & Honors

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 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. 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.

评价与荣誉

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，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。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。