Continued Expansion of Offline Presence: Zhuanzhuan Opens Its Fourth Circular Store Nationwide
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Author | Huang Yu
Against the backdrop of a steadily improving “second-hand economy,” Zhuanzhuan Group has opened a Circular Store in Guangzhou.
On July 17, Zhuanzhuan Group's Guangzhou Circular Store officially opened. This is the fourth Circular Store Zhuanzhuan has opened nationwide, following Zhengzhou, Dongguan, and Chengdu, and also marks its first entering the core business district of a first-tier city.
There are notable differences in positioning between the Circular Store and the more common Zhuanzhuan Small Stores.
Since around 2020, Zhuanzhuan began exploring offline stores, and it has now built a multi-layered offline store matrix of “Super Zhuanzhuan + Circular Store + Small Store.”
In terms of store positioning, Circular Stores are regional core store types, balancing diverse product categories and service density, covering the most active consumer categories of local users, and providing a complete closed-loop of recycling, quality inspection, and after-sales services, making them a core service node for regional second-hand consumption.
In terms of quantity, there are already nearly 1,500 Zhuanzhuan Small Stores nationwide, focusing on an instant service experience of "close, fast, convenient," centering on high-frequency needs such as mobile phone recycling and inspection, covering more than 300 cities across the country.
Super Zhuanzhuan is positioned by the group as a city-level landmark format, serving as a showcase for all categories and immersive experiences. Users can browse almost all second-hand categories in one stop, including bags, shoes, hats, digital products, etc., making Super Zhuanzhuan the “brand flagship store” for the mass market.
In June 2025, Zhuanzhuan opened its first Super Zhuanzhuan in Beijing, which is a super-large second-hand warehouse store with an area of over 3,000 square meters.
Reportedly, the newly opened Guangzhou store is an upgraded Circular Store type, with an area of nearly 500 square meters. It is the largest Circular Store Zhuanzhuan has nationwide. It adds luxury retail categories and offers over 5,000 carefully selected second-hand items in-store, covering 3C digital, game consoles, badminton rackets, musical instruments, trendy toys, gold, photography/videography equipment, pre-owned luxury, etc.
As for why Guangzhou was chosen as the first stop for Circular Store layout in first-tier cities, General Manager of Zhuanzhuan Stores Liang Xuejia explained that Guangzhou not only has a huge consumer base and a mature second-hand consumption culture, but is also the hub for goods circulation and talent resources in southern China.
Additionally, according to Zhuanzhuan platform data, Guangdong region has long ranked among the most active in second-hand transactions. Users have a high acceptance of various second-hand categories, frequent two-way transaction flows, and possesses the natural soil for circular economy development.
As a leading domestic second-hand e-commerce platform, Zhuanzhuan was incubated from 58 Group’s second-hand channel in 2015 and initially operated under a C2C model, later gradually transforming and focusing on a C2B2C model.
In second-hand transactions, the issue of “trust” has always been a core pain point. The pure online model finds it difficult to completely resolve users’ trust concerns regarding non-standardized goods. To address this problem, Zhuanzhuan has chosen to continuously strengthen its offline store layout.
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