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| ▲ This image, provided by Korea Consumer Agency, shows keyword related to secondhand goods trade. (PHOTO NOT FOR SALE) (Yonhap) |
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| ▲ This image, provided by Korea Consumer Agency, shows the increase in mentions of idol goods and group purchasing on Twitter. (PHOTO NOT FOR SALE) (Yonhap) |
SEOUL, July 28 (Yonhap) – ‘Z generation (gen Z)’, born from the mid-1990s to the early 2000s, turned out to have large interests in reselling limited edition sneakers and trading idol related goods (a kind of promotional products) via online platforms.
This is a result of Korea Consumer Agency’s analyzing of 3 years of social media data from 2018 to 2020 using its social data analyzation platform, VAIV company’s Some Trend Biz.
According to the result on the 28th, gen Z’s reselltech (a combination of ‘resell’ and ‘home-tech’ which means personal finance in Korean) related mentions such as, trading limited edition sneakers, increased from 15,247 cases in 2018 to 19,773 in 2019 and to 21,802 cases in 2020.
Keywords regarding reselltech such as ‘footwear’, ‘Nike’ ranked the top 1~2nd places for 3 consecutive years.
Resell platforms accept products from the sellers to examine their authenticities and qualities resulting in a lot of comments about the examination criteria and fake products.
Idol goods related communication also rose from 2.15 million cases in 2018 to 2.52 million in 2019 and 2.84 million in 2020 with the increase in the usage of the keyword ‘group purchasing’
The Consumer Agency interpreted that gen Z is displaying a tendency for ‘fansumer’ (a combination of ‘fan’ and ‘consumer’) with its active purchasing pattern and said, “There has been a change from simply buying the official goods provided by the management agencies to group purchasing in which the consumers produce and sell their handmade goods.”
The Agency pointed out the need for constant monitoring on account of the ascending cases of consumer counseling regarding idol goods from 14 cases in 2018 to 137 in 2019 and to 203 cases in 2020.
Also mentions about secondhand products trading platform increased from 1,183 to 1,195 and to 2,964 cases during 2018~2020.
The used keywords were mostly ‘fraud’, ‘delivery’, ‘direct trading’ ‘account’ and so on, apart from the name of the platform. There were also concerning words about fearing of strangers when direct trading, negative perception of teenage sellers.
Another analyzed result from the Consumer Agency regarding the cases of consumer counseling accepted in the 1372 Consumer Consultation Network was a 9.5% decrease in cases of consumers under 10 and 20s from 87,924 in 2011 to 79,614 in 2020.
However, during the same period consultants related to e-commerce took a larger part out of all cases from 26.2% to 42.0%.
Clothes and footwears were the most products in e-commerce consultant of under 10-year-old and 20s. In the case of the 20s, trip related services such as flight·accommodation were in high ranks.
The reason of consultants were mostly about cancelling contracts (19.8%), breach of contract (19.6%) and about quality·after-service (17.6%).
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