Amazon Reader Kindle has been selling well in China. But is Kindle really popular with the Chinese? Who bought Kindle? If you only look at the direct sales of Kindle, this question may be difficult to answer: because Kindle is a very fashionable gift, hence many companies will buy and give it to their employees in bulk. But whether the recipient will use Kindle is another matter. Kindle’s numerous second-hand deals in China may tell the true story.
Industry insiders point out that since August 2019, more than 400,000 Kindle readers have been sold on IDLEFISH, with an average of more than 30, 000 units per month. We should note that there are obviously more second-hand Kindles hanging on IDLEFISH because some have not been sold yet.
Amazon says millions of Kindle were sold in China from 2013 to 2018. According to the data of various e-commerce platforms, Kindle sells an average of 80-1 million units in China every year. Compared with IDLEFISH’s annual turnover of 400,000 units, this means that the trading number of second-hand Kindle is half that of the new Kindle.
IDLEFISH data shows that the average transaction price of second-hand Kindle is 356 yuan, which is basically a 4-50% discount of the original price. However, this does not mean that the Kindle on IDLEFISH is heavily used. In fact, many second-hand Kindles are almost entirely new. 66% of the buyers are under the age of 30, and there are 14% more female buyers than male buyers. In addition, 30% of college students between the ages of 18 and 22 bought the product. Young, female, college students, these users do fit Kindle’s user profile.
From a supply point of view, company annual meetings, New year gifts and other scenarios will enable many users who won`t buy Kindle to get a free one, which will generate a large number of unused Kindle. “The trading peak has been pushed back a bit this year because of the epidemic, with Kindle trading volumes up 64% in March compared with January,” IDLEFISH said.
In China, the booming e-commerce has brought many second-hand goods, while generally lower delivery prices and shorter delivery times in China have led some consumers to overbuy. This environment has spawned a flourishing second-hand trading market, and IDLEFISH is one of China’s largest platforms for second-hand goods.