Competitive Strategy and Developing Direction of Second-hand Trading Platform—Taking Xianyu As an Example

Due to the increasing development of e-commerce and the maturity of C2C business, the second-hand trading platform of idle goods has also begun to actively explore the perfection of online services. At present, research on online marketing strategies at home and abroad has reached a certain scale, but it is relatively rare for the targeted field of second-hand idle items. The customer base is large, but there is less research on relevant aspects. This paper takes Xianyu APP as the research object. Through the use of literature research methods and observation methods, this paper analyzes its current situation and shortcomings in the competitive strategy of Internet platforms, combines its own natural advantages, and formulates the optimization safeguard measures and suggestions required for the competitive strategy of Xianyu APP in the new network environment. In the competitive strategy research of Xianyu APP, it can supplement the content of competitive marketing in the idle item trading module to a certain extent, give a development direction to domestic second-hand trading platforms, and can also bring reference to relevant platforms and enterprises.