“电商 + 实体经济”融合新态势下二手书电商平台的生存与发展——以“多抓鱼”为例

The Survival and Development of Second-Hand Book E-Commerce Platforms under the New Trend of “E-Commerce + Real Economy” Integration—Taking “Duozhuayu” as an Example

数字经济的飞速发展改变了人们固有的消费方式,二手电商平台的兴起充分反映了社会及消费者对于二手闲置物品回收再利用的需求,二手书作为二手物品中的重要类别,其回收和利用也受到广泛关注。在“电商 + 实体经济”融合逐渐成为新兴电商发展态势的背景下,以多抓鱼为代表的二手书电商平台通过线上电商和线下门店的结合,运用了C2B2C创新经营模式,成功建立起独特的品牌理念,在各大社交平台中收获诸多好评。时代发展和技术进步不仅改变了人们的消费理念,也为二手书电商平台的生存和发展带来了新的挑战和机遇。本文旨在“电商 + 实体经济”融合新态势背景下,以多抓鱼这一二手书电商平台为例,深入分析其生存优势,结合现实背景探讨其发展中可能会面临的多项挑战,展望其未来发展前景,期望为其他二手书电商平台的可持续发展提供更加有益的参考和启示。The rapid development of the digital economy has changed people’s inherent consumption patterns. The rise of second-hand e-commerce platforms fully reflects the social and consumer demand for the recycling and reuse of second-hand idle items. As an important category of second-hand items, the recycling and utilization of second-hand books have also received widespread attention. In the context of the integration of “e-commerce + real economy” gradually becoming a new development trend of e-commerce, second-hand book e-commerce platforms represented by Duozhuayu have successfully established a unique brand concept through the combination of online e-commerce and offline stores, using the C2B2C innovative business model, and have received many praises on major social platforms. The development of the times and technological progress have not only changed people’s consumption concepts, but also brought new challenges and opportunities for the survival and development of second-hand book e-commerce platforms. In the context of the new trend of the integration of “e-commerce + real economy”, this paper aims to take Duozhuayu, a second-hand book e-commerce platform, as an example to deeply analyze its survival advantages, explore the multiple challenges it may face in its development in combination with the actual background, and look forward to its future development prospects, hoping to provide more beneficial references and inspirations for the sustainable development of other second-hand book e-commerce platforms.