Frost & Sullivan releases the '2023 China New Rental Industry White Paper', analyzing new trends in rental consumption

新租赁商业模式与传统租赁商业模式对比

来源：沙利文报告

新租赁行业按照业务类型主要分为To C个人业务和To B企业业务两大类：

新租赁行业中的个人业务是指面向个人消费者或者家庭用户，已经涵盖了多个领域如手机数码、生活家电、美妆个护、母婴健康、手表配饰、旅游出行等各个行业。未来，随着技术的不断创新和市场需求的不断扩大，个人业务将继续保持快速发展的势头，为消费者提供更加便捷、环保、经济的选择。

新租赁行业中的To B业务，即面向企业或机构的租赁服务，处于快速发展阶段。随着企业对于设备、资产等资源的优化配置和成本控制的需求增加，以及对于轻资产运营的追求，To B业务逐渐成为新租赁行业的重要增长点。特别是在中小微企业蓬勃发展的背景下，新租赁模式降低了企业运营的门槛，使得中小微企业能够更轻松地获取所需设备和资源，从而加速业务的发展。

同时，新租赁与融资租赁不同，其重点不在于资产的所有权转移，而是在于为企业提供使用权和服务，从而满足其短期或长期的需求。这种灵活性和便利性使得企业可以根据实际需求灵活调整租赁周期和规模，避免了长期负债和资产折旧带来的压力，促进了企业的持续发展。

来源：沙利文报告

从2015年芝麻信用的推出到2023年国务院推动设备更新和消费品以旧换新，新租赁行业经历了显著的变革和快速发展。2015年芝麻信用的启动为个人信用评分提供了基础，促进了无押金租赁模式的普及。随后，人人租平台和来电科技等的上线，加上国家政策的支持，如2017年的分享经济发展指导意见和2018年的“信易租”项目，进一步推广了新租赁模式。到了2020年，微信支付分的引入和2021年中国互联网用户数突破10亿，为新租赁市场提供了庞大的用户基础。

2023年，我国新租赁市场规模达到152.7亿元，显示出行业的巨大潜力和广阔前景。同年，国家在教育、科技、卫生健康等领域开展设备租赁试点，并通过《推动大规模设备更新和消费品以旧换新行动方案》，为新租赁行业带来了进一步的发展机遇。这一系列的发展标志着新租赁行业在提供灵活消费选项和促进经济循环方面的关键角色，预示着未来的市场规模有望突破千亿，成为人们消费模式的重要组成部分。

新租赁，作为新经济和新零售领域的一种创新形式，虽然目前仍处于快速发展的初级阶段，但其巨大的潜力和广阔的前景已经引起了广泛的关注。在经济全球化的大背景下，特别是在后疫情时代，随着商家销售营销模式的转变，消费者需求的变化，在技术驱动下，伴随着个人和小微信用体系的建立和完善，“万物皆可租”的新租赁时代正悄然到来。

面对消费者的偏好，中国特色的消费社会催生了新租赁市场，市场上的租赁品可以划分为四个维度：低频高价耐用消费品，时尚性消费品，家庭式场景类耐用消费品，和便民式服务型耐用消费品。

• C端发展现状

新租赁经济的消费群体主要为年轻消费者。新一代年轻消费群体是推动新租赁经济发展的重要力量，他们成长在互联网高度发达的时代，对于新鲜、便捷、个性化的消费方式有着极高的接受度和需求。同时，他们也热衷于兴趣消费，愿意为自己的兴趣爱好买单。这种消费观念与新型租赁经济的模式高度契合。此外，年轻消费者还具备强烈的环保意识，他们倾向于选择绿色低碳的消费方式。新型租赁经济以其“使用而不拥有”及循环利用资源的特点，正好符合这一消费趋势，使得年轻消费者更加倾向于选择新租赁经济消费。

• B端发展现状

长租通常满足的是经常性业务需求，如企业的办公需求，因此长租更强调服务的全面性、可定制化性。长租模式下的信用风险更小。短租除了解决To B的企业非经常性业务需求，还包括To C的需求，内容更为丰富，但资源分散，需要更完善的平台服务和信用管理。

来源：沙利文报告

新租赁行业通过建立信用体系，实现了从传统依赖押金的模式到信用免押模式的转变，从而降低了用户的经济负担并提速了行业的发展。这种模式减少了用户对押金安全的担忧，同时提高了租赁服务的便利性和效率，显著改善了用户体验。信用体系的完善使得免押金租赁模式在酒店、房屋短租、民宿、汽车租赁、共享单车、便民物品、农业设备租赁等多个行业中得到了推广，还增强了商家的风险管理能力，使它们能够通过分析用户的信用记录和行为数据来精准评估履约能力和风险，有效降低坏账风险，增强整个行业的稳定性和可持续发展。

年轻消费群体的崛起对信用免押租赁行业的发展起到了关键的推动作用，他们的独特消费观念和习惯使得新租赁模式受到青睐。这一群体追求便捷、高效和个性化的消费体验，具有较高的信用意识，乐于通过信用评分享受便利，从而与信用免押租赁的运作方式高度契合。信用免押模式简化了租赁流程，降低了使用门槛，满足了年轻消费者追求“以租代买”的灵活消费方式和重视商品品质与体验感的消费态度。随着这一群体规模的扩大和影响力的提升，预计新租赁行业将在未来实现更快速和稳健的发展。

新租赁平台通过全链路数字化技术，极大提高了租赁管理的效率和便捷性，为商家提供从线上合同签订到租金收取、租期管理及设备维护的一站式智能服务。利用区块链、大数据和人工智能技术，平台对潜在用户进行全面风险评估，涵盖用户的历史信用记录、支付能力和经营状况等多维度信息，确保商家能选择信用良好的用户，降低租赁风险。此外，平台还持续监控用户信用状况，在出现任何信用风险如租金延迟支付或经营状况恶化时，及时向商家发出预警，帮助商家优化租赁策略，提升设备利用率和盈利能力。

新租赁平台通过全面的风险评估机制，涵盖个人基本信息、信用历史和支付能力，确保了用户信息的真实性和可靠性，极大减少了信息不对称的风险。符合条件的用户可享受免押金服务，从而降低租赁门槛，解决了传统租赁中的信任问题。平台通过线上化和标准化的流程实现租赁信息透明化，明确了租金、租期和条件等关键细节，提升了交易的效率和透明度。利用大数据和人工智能，平台智能匹配用户和商家需求，降低搜索和交易成本，同时自动化运营模式减少了运营成本，允许提供更优惠的租赁价格，从而激发了更大的消费需求和市场活力。

中小微企业作为中国最大且活跃的企业群体，随着其数量和规模的迅速增长，对IT办公设备产业和新租赁行业带来了显著推动。新租赁平台通过“以租代采”的模式，不仅为中小微企业提供了根据实际需求灵活定制的服务，降低了人力和库存管理成本，而且通过提升资产利用效率，有效减少了资产的闲置和沉没成本，进一步降低了企业的固定成本，支持企业稳定发展，同时积累信用记录，增强整体信用水平，为新租赁行业的健康发展提供了支撑。

新租赁经济以其灵活的租赁方式和便利的服务逐渐打破传统租赁模式的局限性，受到越来越多消费者的青睐，新租赁市场的增长和想象空间远超传统租赁。2023年以GMV计的中国新租赁行业市场规模超过150亿元。

从家庭电器到智能设备，从汽车到办公设备，新租赁经济的覆盖范围不断扩大，满足了人们对于多样化、便捷化消费的需求。随着新租赁行业场景和品类的不断扩展，预计将有更多企业加入该行业。此外，得益于消费者对于共享经济和绿色生活方式的认可度提高，新租赁行业的市场规模将进一步扩大，为经济发展带来新的动力和活力。预计2024年至2028年，中国新租赁市场将以约80%的年复合增长率快速扩张，于2028年达到约3,400亿元。

2023年中国新租赁市场中3C数码产品的GMV超过130亿元，占比约86%，预计2024至2028年3C数码产品的GMV将以约73%的年复合增长率增长。尽管目前新租赁市场主要以3C数码产品为主。然而，随着新租赁经济的不断发展和普及，未来新租赁的场景将会逐步扩张，包括出行、家居生活等场景的渗透率将进一步增长。2024至2028年3C数码外的其他品类预计将以超过100%的年复合增长率快速增长，2028年其他品类的占比将达到约29%。

新租赁场景的不断拓展和渗透将驱动行业规模的进一步扩大，为整个经济注入新的活力。随着人们对租赁方式的认知不断提升，新租赁经济将成为未来消费模式的重要组成部分，为人们的生活带来更多便利和选择。

当前，以新租赁行业GMV来看，市场主要以To C（面向消费者）为主导，占比约88%，2024至2028年To C业务产生的GMV将以约72%的年复合增长率增长。To C市场受益于人们对“租享生活”方式的认可。

与此同时，To B市场也将迎来新的增长机遇，尤其是在中小微企业快速增长、新租赁场景不断涌现的背景下。2024至2028年To B业务产生的GMV则将以超过110%的年复合增长率迅速增长。例如，直播租赁设备、展会租赁服务等租赁场景为企业提供了更加灵活和经济的解决方案，将成为To B市场增长的重要驱动力。这些新兴的租赁服务不仅能够降低企业的运营成本，还能够提高企业的灵活性和效率，促进企业更好地应对市场变化和需求波动。

因此，未来新租赁市场将呈现出To C和To B双轨并行的发展态势，预计占比分别为70%和30%，为整个行业带来更加丰富和多样化的发展机遇。

新租赁行业通过整合产业互联网的优势，正在重塑传统的消费和运营模式，提高供应链效率并优化租赁服务。通过赋能上游商家和整合下游需求，新租赁平台不仅简化了交易流程，提供个性化服务方案，还显著提升了服务的响应速度和灵活性，降低了运营成本，为用户提供更便捷、高质的租赁体验。同时，新租赁平台通过与商家的合作，支持他们适应新经济趋势，拓展市场，建立了互利共赢的关系，推动了整个行业的创新和发展。

来源：沙利文报告

新租赁行业通过与金融科技公司等生态合作伙伴共同构建了一个完整的生态体系，涵盖信用体系、物流体系和技术支持，从而提升了服务质量和运营效率。这种协同合作不仅增强了新租赁平台的服务能力、风险评估和风险管理，还提供了安全便捷的租赁解决方案，极大地促进了整个行业的发展。生态系统中的每个环节，包括信用风控、支付、供应链管理和营销体系，都是互相支持和协作的，确保了租赁交易的安全可靠性，满足了用户多样化的支付需求，提高了供应链效率，加强了品牌影响力，从而推动了新租赁行业的持续发展和市场扩张。

来源：沙利文报告

在新租赁行业中，构建一个可靠的信用风控体系是至关重要的，该体系依托于人工智能、大数据、区块链技术、细化的信用评级机制和保险服务的融合应用。这些技术集成确保了交易的安全性和透明性，通过丰富的用户信用数据和先进的风险评估模型，新租赁平台能够进行精准的风险评估和有效的风险控制。平台通过与阿里巴巴、腾讯等重要合作伙伴的紧密合作，不仅加强了风险管理能力，还共同开发了包括保险产品在内的风险缓解措施，为用户和交易提供额外的保护层。此外，区块链技术的引入优化了租赁资产管理流程，提高了资产流转的效率和透明度，而保险机制的融合则进一步增强了交易的安全网，为新租赁经济的健康发展和市场的信任提供了坚实的技术和数据支持。

新租赁平台的支付体系以无押金信用租赁为核心，结合灵活的租期计划和多元化的付款方式，创新地降低了用户的经济负担并提供了低门槛、高自由度的租赁体验。这种支付解决方案通过定制化的支付计划和优惠奖励机制增强了用户粘性，并激励良好的信用行为，推动市场正向发展。免押金模式简化了租赁流程，提高交易效率，缩短了用户从下单到使用的时间，提升了整体满意度。此外，新租赁行业通过引入订阅模式等创新支付方案，不仅增强了支付的灵活性和便利性，还促进了消费者行为的变革，鼓励更多用户接受租赁作为一种新的消费模式。

新租赁行业的供应链管理体系是一个关键性而复杂的系统，涵盖了从产品供应到租后管理的全流程。通过整合各方资源和运用技术手段，供应链管理体系实现了供应链的优化和高效管理。其中，通过与物流公司合作实现了高效的配送网络和物流运输服务，为产品的及时配送提供了有力支持。同时，采用租后管理工具和提供SaaS软件服务，为商家和用户提供了全方位的租赁服务和支持。通过数据分析和持续优化，供应链管理体系不断适应市场变化和用户需求，提升了运营效率和用户体验。

在新租赁经济模式下，新租赁平台不仅作为营销工具和流量入口促进了自身的增长，同时也为上游厂商提供了新的租赁商业模式方案，这一战略有效增加了上游品牌的曝光和推广，显著提升了市场认知度。这种营销体系的构建，基于对市场需求的深刻理解和对新消费趋势的准确把握，使得平台能够为上游厂商设计和实施高效的营销策略。

随着新租赁经济的兴起，新租赁平台通过提供灵活和经济的消费选择，成功地弥补了传统电商在产品销售单一化方面的不足。与传统电商主要销售产品不同，新租赁平台允许消费者根据实际需要临时租赁产品，无需长期购买，从而更好地满足特定消费者群体的需求，开辟了更广阔的市场空间。

新租赁平台的成功依赖于多方面因素：技术创新提供数字化和智能化的租赁流程，强大的供应链管理确保产品多样性和供应稳定性；有效的营销策略和品牌建设增强市场定位和吸引消费者；以及健全的信用风控体系，利用区块链等技术和信用生态合作伙伴合作，确保交易的安全性和可靠性。这种综合的商业模式为电子商务行业注入新活力，推动了整个行业的发展。

新租赁平台的商业模式主要可分为自营模式和第三方模式两种形式。这两种商业模式在运营方式、盈利模式和风险承担方面存在一些差异。第三方模式中，平台作为中介，连接消费者和商家，提供相关服务并收取服务费或佣金。第三方平台的核心能力之一在于其严格的信用审核，这一步骤是确保交易安全的关键；自营模式中，平台自己拥有和运营产品，直接面向消费者提供租赁服务，并承担更多的运营和管理责任。

此外，平台在租赁的产品上也存在差异。一些租赁平台专注于特定领域，如为用户提供手机设备的租赁服务；而另一些平台则是全品类租赁，涵盖了更广泛的产品范围，从家电到数码设备，甚至包括家具等各种商品的租赁服务。相对而言，全品类租赁平台对企业的运营要求更高。因为涵盖了更广泛的产品范围，平台需要更复杂的供应链管理、库存管理和物流配送系统，以确保各类产品的及时供应和高效运作。此外，全品类平台还需要具备更强大的用户服务和售后支持能力，以满足用户对不同种类产品的租赁需求，并提供优质的使用体验。

• 自营模式

• 第三方模式

来源：沙利文报告

“新租赁”利用“互联网+”，创造众多新业态，展现出巨大发展活力与潜力。租赁经济的核心价值在于可使用户以较低的价格使用或整合供给方的资源，使供给侧与需求侧同时获得经济收益。

With the rapid development of mobile internet technology, the rental economy, as a business model that efficiently utilizes social resources, can lower market entry barriers while unlocking the potential benefits of social resources and enhancing their mobility efficiency.

• B2C/C2C model

• Long-term/Rental Short-Term

Source: Frost & Sullivan report

The competitive landscape of China's new leasing industry is characterized by high market concentration and significant 'long tail' effects. With the continuous development of the industry, leading enterprises are expected to further expand their market share through their high-quality services and brand influence.

In 2023, RentMan ranked at the forefront of the market in terms of GMV, and has a significant gap separating it from other players. Leading enterprises, with their brand influence, high-quality services, and innovative business models, are expected to further consolidate their leading position and lead the entire industry towards a healthier and more standardized direction through continuous optimization. Meanwhile, the large number of small-scale enterprises in the long-tail market will inject vitality into the new rental market.

In addition, in 2023, Renrenzai ranked at the forefront of the market in terms of MAU (monthly active users). With the increase in consumer numbers, the MAU of Renrenzai and other leading companies is expected to grow further. This trend reflects consumers' increasing recognition and acceptance of new rental models, as well as the competitive advantages and influence of leading companies in the market. With continuous industry development and market expansion, leading companies are expected to maintain their leading position and attract more users to their platforms through continuous innovation and service improvement, further consolidating their position in the industry.

In China's new rental economy, consumption patterns and lifestyles are undergoing a profound transformation. With the rapid development of the economy and society, especially the shift in the consumption concepts of the 'millennial generation', consumers have gradually abandoned the traditional notion of owning items and have instead placed more emphasis on the flexibility of experience and use. New rental consumption is not only seen as an environmentally friendly, fashionable, and avant-garde lifestyle attitude but has also become an economical and practical choice.

For businesses, in order to adapt to the new rental economy, new rental platforms are continuously innovating their business models, including short-term rentals, subscription services, and customized services, aiming to improve user stickiness and brand loyalty. This transformation means that from high-value goods to daily consumer products, enterprises can increase inventory turnover and reduce holding costs through new rentals.

New rental consumption represents a more flexible lifestyle that better meets personalized needs. Especially for younger consumers, renting is no longer just an economic choice but also a reflection of their attitude towards life. They prefer to experience and use the latest products and services without having to bear the high costs of outright ownership and pay for the residual value. This 'willing to rent everything' mentality reflects contemporary consumers' pursuit of flexibility, convenience, and sustainability. The growing demand for 'instant' and 'on-demand' services by consumers has also driven the rental market towards greater segmentation and personalization. The development of digital platforms has made the rental process more convenient, with all stages from online selection to payment and logistics services striving for efficiency and convenience.

In the new rental economy, new rental platforms not only play an intermediary role in transactions but are also a key force driving cross-industry integration and innovation. Unlike traditional consumer internet platforms, these platforms utilize advanced information technology and ecosystems to reshape the industrial chain and value chain of vertical industries, accelerating deep integration with various sectors and forming a diversified service ecosystem.

The core function of the platform is to connect supply and demand parties, creating an interactive and multi-sided market environment where users and producers can co-create value in a mutually dependent network. The new rental platform breaks through traditional industry boundaries by promoting collaboration and integration between different sectors. Platforms in the new rental economy can closely integrate manufacturing, service industries, and retail to create a brand-new business ecosystem. This cross-border cooperation not only improves industry efficiency but also generates new market opportunities.

With the continuous development of the new rental economy, its application scenarios are rapidly expanding into more extensive and diverse fields, including elderly care, education, live streaming e-commerce, travel, and other areas. In the field of elderly care, the application of the new rental economy is changing traditional service models for providing care. By renting rather than purchasing elderly care facilities and auxiliary tools, it provides older people with more flexible and economical lifestyle options. This model helps to reduce the economic burden on older individuals and their families while ensuring they can enjoy the most suitable elderly care services and products. In the travel sector, the rental of new energy vehicles not only aligns with consumers' pursuit of green travel but also offers more convenient and economical travel choices, promoting the popularization and adoption of sustainable travel methods. With the popularity and increasing influence of live streaming platforms, the rental of live streaming equipment has become an important market area. From high-end cameras, professional lighting to audio systems, the rental of complete sets of live streaming equipment provides low-cost and efficient solutions for individual anchors and small live streaming companies. This rental model is particularly suitable for individual anchors or startups, allowing them to obtain professional-level live streaming experiences without bearing the high cost of purchasing equipment. The new rental economy not only brings innovative ideas to traditional industries but also provides consumers with more diverse services and products.

The new rental platform has established a vast database by continuously accumulating key information across multiple dimensions such as user behavior data, transaction records, payment history, and repayment ability. Through in-depth analysis and mining of these data, the platform can construct a precise user credit scoring model. Utilizing advanced data analysis technologies such as artificial intelligence and big data, the new rental platform can evaluate and predict user credit status more accurately. These technologies help the platform identify potential risky users, enabling early warning and dynamic management of risks. When constructing its own credit risk control system, the new rental platform also actively cooperates with ecological institutions to jointly build a more complete and comprehensive ecological risk control system.

With the rapid development of the new rental economy, the industry's demand for unified standards is becoming increasingly urgent to regulate market behavior and improve transparency. These standards cover rental prices, service quality, residual value recovery, product maintenance, recycling processes, and user risk assessment, which are crucial for promoting the sustainable development of the industry. Leading companies in the industry have begun to take the lead in formulating these standards to guide the healthy development of the industry. For example, clear and transparent fee structures help consumers and businesses make informed decisions and promote fair competition in the market. At the same time, unified product recycling and residual value handling standards ensure the effective utilization and sustainability of resources, including clear recycling processes, quality inspections, and residual value assessments. These efforts help jointly shape a healthier and more sustainable new rental market environment.

In China's new rental industry, the 'Everyone Rent' platform has successfully created a comprehensive new rental ecosystem through its innovative technology and service model. By deeply understanding and innovatively responding to the needs of various stages in the rental process, it has built a closed-loop ecosystem that covers the entire process from traffic entry, rental management, transaction processing, logistics distribution to post-rental management, achieving seamless connection and efficient management before, during, and after renting.

Through various innovative technologies and services, such as real-time data analysis, rental tools, flexible payment solutions, and comprehensive merchant and consumer support, 'Everyone Rent' not only improves rental efficiency but also enhances the personalization and satisfaction of services. In addition, the platform ensures efficient resource flow and optimized allocation within the ecosystem through close cooperation with upstream merchants, logistics partners, and other service providers, strengthening the collaborative effect of the entire rental chain.

Renrenzou, as a leader in the rental industry, adheres to the concept of digital innovation, continuously investing in digital R&D fields, and is committed to enhancing user experience and service levels. Its outstanding digital capabilities enable the platform to present efficient and intelligent features in product display, user interaction, order management, etc., providing users with a convenient and fast rental experience. In addition, Renrenzou has established a mature credit risk control system. Through blockchain technology, credit rating and other means, it comprehensively avoids credit risks, filters out dishonest individuals, ensures transaction security and user rights and interests, thus achieving a low default rate. These best practices not only enhance the competitiveness and credibility of the platform, but also provide a benchmark for industry development.

Renrenzai is committed to building a complete new rental chain, from merchant and product selection to the provision of rental services, and then to post-rental management and dispute resolution, each link is carefully designed and managed. In terms of product selection, Renrenzai collaborates with high-quality merchants to ensure that the products provided meet high-quality standards and closely match user needs. In terms of rental services, Renrenzai offers flexible rental period options, convenient rental processes, and considerate user services to provide users with a convenient and comfortable rental experience.

In addition, Renrenzai is committed to leading the establishment of industry norms to ensure that users can obtain a high-quality and reliable rental experience. Through these measures, Renrenzai has not only met users' rental needs but also set a good example for the entire new rental industry, promoting the standardization and healthy development of the industry.

The EveryoneRental platform not only provides devices but also focuses on offering comprehensive 'device + service' solutions. By fully leveraging the platform's strengths, it extends rental services from a single hardware offering to a more comprehensive 'content' service to meet users' diverse needs. With a complete solution, startups can more easily acquire the necessary equipment and receive customized service support, thereby reducing operational costs and improving efficiency.

With the booming development of the live streaming industry, a large number of startups pour into this market every year. From high-end camera equipment to professional lighting and audio systems, everyone provides a complete set of live streaming equipment. While satisfying the needs of professional live streaming experiences, startups no longer need to purchase expensive equipment, significantly reducing their startup costs. In addition, Renren Rent also provides installation, free on-site debugging, and 24-hour remote debugging post-rental services. Comprehensive 'equipment + service' support provides live streaming startups with a more convenient and efficient solution, helping over 50,000 live streaming startups achieve business development every year.

Everyone Rent has established close cooperative relationships with well-known brands such as Xiaomi, Huawei, and Lenovo, providing users with a diversified and rich product matrix that covers multiple scenarios such as smartphones, smart homes, and electronic devices. Users can easily find products that meet their needs and preferences on the Everyone Rent platform. Whether they are tech-savvy or focus on quality of life, they can find satisfactory choices. This diversified and multi-scenario product matrix has accumulated a broad core user base for Everyone Rent, with high loyalty and activity levels, and has also added more attractiveness and competitive advantages to the platform.

In terms of user experience and satisfaction, Renrenzai has been committed to providing exceptional services. The platform continuously optimizes the rental process and simplifies operational steps, enabling users to complete rental transactions easily and quickly. At the same time, Renrenzai focuses on building good user relationships, providing professional after-sales support and personalized services, ensuring that users enjoy an unparalleled experience during their use. These efforts have not only improved user satisfaction but also consolidated Renrenzai's leading position in the industry, laying a solid foundation for future development.