{"id":109234,"date":"2026-06-24T00:16:21","date_gmt":"2026-06-23T22:16:21","guid":{"rendered":"https:\/\/www.infokuryr.cz\/n\/?p=109234"},"modified":"2026-06-23T14:24:01","modified_gmt":"2026-06-23T12:24:01","slug":"miliardovy-byznys-z-druhe-ruky-kdyz-secondhand-uz-nesetri-jen-penezenky","status":"publish","type":"post","link":"https:\/\/www.infokuryr.cz\/n\/2026\/06\/24\/miliardovy-byznys-z-druhe-ruky-kdyz-secondhand-uz-nesetri-jen-penezenky\/","title":{"rendered":"Miliardov\u00fd byznys z druh\u00e9 ruky, kdy\u017e secondhand u\u017e ne\u0161et\u0159\u00ed jen pen\u011b\u017eenky"},"content":{"rendered":"
<\/div>\n

N\u00e1kup pou\u017eit\u00e9ho oble\u010den\u00ed u\u017e d\u00e1vno nen\u00ed symbolem \u0161et\u0159en\u00ed \u010di nouze a z trhu, kter\u00fd byl je\u0161t\u011b p\u0159ed n\u011bkolika lety vn\u00edm\u00e1n jako mal\u00e1 sou\u010d\u00e1st maloobchodu, se st\u00e1v\u00e1 segment s miliardovou hodnotou. Secondhandov\u00e9 platformy p\u0159ib\u00fdvaj\u00ed, jejich tr\u017eby rostou a investo\u0159i je oce\u0148uj\u00ed na miliardy eur. R\u016fst ovliv\u0148uje n\u011bkolik prom\u011bnn\u00fdch, p\u0159i\u010dem\u017e rostouc\u00ed v\u00fdznam secondhandu za\u010d\u00ednaj\u00ed poci\u0165ovat i luxusn\u00ed zna\u010dky.<\/p>\n

Nov\u00fd standard<\/strong><\/h3>\n

Tempo, jak\u00fdm roste obchod s oble\u010den\u00edm a dopl\u0148ky z druh\u00e9 ruky, pat\u0159\u00ed mezi nejrychlej\u0161\u00ed v cel\u00e9m m\u00f3dn\u00edm pr\u016fmyslu. Zat\u00edmco celkov\u00fd trh s oble\u010den\u00edm roste jednocifern\u00fdm tempem, tento segment expanduje p\u0159ibli\u017en\u011b dvojn\u00e1sobn\u011b rychleji. Podle pr\u016fzkumu spole\u010dnosti ThredUp by v leto\u0161n\u00edm roce mohla hodnota secondhandov\u00e9ho trhu dos\u00e1hnout \u00farovn\u011b 289 miliard USD, co\u017e je n\u00e1r\u016fst ze 141 miliard p\u0159ed 5 lety. Nav\u00edc se o\u010dek\u00e1v\u00e1, \u017ee b\u011bhem n\u00e1sleduj\u00edc\u00edch 5 let by se mohla p\u0159ibl\u00ed\u017eit hranici 400 miliard USD. K r\u016fstu p\u0159isp\u00edvaj\u00ed vy\u0161\u0161\u00ed \u017eivotn\u00ed n\u00e1klady, inflace a z\u00e1rove\u0148 se zm\u011bnil zp\u016fsob, jak\u00fdm lid\u00e9 nakupuj\u00ed. V\u00fdznamn\u00fd pod\u00edl na tom, jak je zbo\u017e\u00ed z druh\u00e9 ruky vn\u00edm\u00e1no, m\u00e1 digit\u00e1ln\u00ed prost\u0159ed\u00ed, kter\u00e9 nab\u00edz\u00ed mno\u017estv\u00ed zbo\u017e\u00ed na jednom m\u00edst\u011b, kdy si ho z\u00e1kazn\u00edk m\u016f\u017ee prohl\u00ed\u017eet z pohodl\u00ed domova. D\u00edky tomu tvo\u0159\u00ed segment podle odhad\u016f p\u0159ibli\u017en\u011b 10 % glob\u00e1ln\u00edho trhu s oble\u010den\u00edm.<\/p>\n

Z bazaru miliardov\u00fd byznys<\/strong><\/h3>\n

Investo\u0159i tedy za\u010d\u00ednaj\u00ed vn\u00edmat trh jako dlouhodobou zm\u011bnu spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed a v podstat\u011b lze \u0159\u00edci, \u017ee jde o ziskov\u00e9 podnik\u00e1n\u00ed. P\u0159\u00edkladem je nap\u0159\u00edklad zn\u00e1m\u00e1 platforma Vinted. Hodnota prodan\u00fdch v\u011bc\u00ed na platform\u011b v roce 2025 vzrostla o 50 % a u\u017eivatel\u00e9 podle firemn\u00ed zpr\u00e1vy u\u0161et\u0159ili v\u00edce ne\u017e 21 miliard EUR, co\u017e p\u0159edstavuje 72% \u00fasporu ve srovn\u00e1n\u00ed s p\u016fvodn\u00ed cenou. Pozitivn\u00ed situace, do kter\u00e9 se litevsk\u00e1 firma dostala, vy\u00fastila v mo\u017enost dal\u0161\u00ed expanze a jej\u00ed platforma je aktu\u00e1ln\u011b dostupn\u00e1 ve 26 evropsk\u00fdch zem\u00edch, p\u0159i\u010dem\u017e mezi jej\u00ed nejv\u011bt\u0161\u00ed trhy pat\u0159\u00ed Spojen\u00e9 kr\u00e1lovstv\u00ed a Francie. Vinted vyu\u017e\u00edvaj\u00ed ji\u017e v\u00edce ne\u017e 10 let i ameri\u010dt\u00ed spot\u0159ebitel\u00e9, zat\u00edm v\u0161ak nen\u00ed tak roz\u0161\u00ed\u0159en\u00fd, co\u017e by firma cht\u011bla co nejd\u0159\u00edve zm\u011bnit. Novinkou je tak\u00e9 roz\u0161\u00ed\u0159en\u00ed kategori\u00ed o n\u00e1bytek, hra\u010dky a dal\u0161\u00ed zbo\u017e\u00ed, k \u010demu\u017e se p\u0159idaly slu\u017eby VintedGo a VintedPay, kam spad\u00e1 vlastn\u00ed p\u0159epravn\u00ed a platebn\u00ed infrastruktura. Vinted ozn\u00e1mil i dal\u0161\u00ed expanze, nap\u0159\u00edklad koupi tr\u017ei\u0161t\u011b Depop od spole\u010dnosti Etsy za v\u00edce ne\u017e 1 miliardu USD.<\/p>\n

Tr\u017eby potvrzuj\u00edc\u00ed s\u00edlu r\u016fstu<\/strong><\/h3>\n

O tom, \u017ee se firm\u011b da\u0159\u00ed, sv\u011bd\u010d\u00ed i jej\u00ed hospod\u00e1\u0159sk\u00e9 v\u00fdsledky. V minul\u00e9m roce se u\u017eivatel\u016fm platformy poda\u0159ilo zobchodovat zbo\u017e\u00ed v hrub\u00e9 hodnot\u011b 10,8 miliardy EUR a vygenerovat tak tr\u017eby na \u00farovni v\u00edce ne\u017e 1 miliardy EUR. Oba ekonomick\u00e9 ukazatele p\u0159edstavovaly meziro\u010dn\u00ed n\u00e1r\u016fst o 47 %, respektive 38 %. \u010cist\u00fd zisk dos\u00e1hl 62 milion\u016f EUR, p\u0159i\u010dem\u017e \u0161lo o 19% pokles ve srovn\u00e1n\u00ed s p\u0159edchoz\u00edm rokem, av\u0161ak v d\u016fsledku celkov\u00e9 expanze spole\u010dnosti. I kdy\u017e m\u00e1 zat\u00edm daleko k v\u00fdsledk\u016fm nap\u0159\u00edklad giganta eBay, vzhledem k prudk\u00e9mu r\u016fstu spole\u010dnosti se st\u00e1le \u010dast\u011bji zmi\u0148uje mo\u017enost jej\u00edho budouc\u00edho vstupu na burzu. P\u0159i sekund\u00e1rn\u00ed transakci akci\u00ed, o jej\u00edm\u017e v\u00fdsledku Vinted informoval na sv\u00fdch str\u00e1nk\u00e1ch koncem dubna, byly zobchodov\u00e1ny akcie v hodnot\u011b 880 milion\u016f EUR, \u010d\u00edm\u017e se zv\u00fd\u0161ila jeho vlastn\u00ed kapit\u00e1lov\u00e1 hodnota na 8 miliard EUR, p\u0159i\u010dem\u017e se do prodeje zapojili i nov\u00ed investo\u0159i, nap\u0159\u00edklad BlackRock.<\/p>\n

Nov\u00e1 pravidla pro luxusn\u00ed zna\u010dky<\/strong><\/h3>\n

Nejv\u011bt\u0161\u00ed zm\u011bnou posledn\u00edch let je pronik\u00e1n\u00ed secondhandu do sv\u011bta luxusu. Zat\u00edmco kdysi byl prodej pou\u017eit\u00fdch pr\u00e9miov\u00fdch produkt\u016f spojov\u00e1n p\u0159edev\u0161\u00edm s auk\u010dn\u00edmi domy a sb\u011brateli, dnes se stal dostupn\u00fdm pro mnohem \u0161ir\u0161\u00ed ve\u0159ejnost. R\u016fst cen nov\u00fdch produkt\u016f vytvo\u0159il prostor pro z\u00e1kazn\u00edky, kte\u0159\u00ed cht\u011bj\u00ed vlastnit presti\u017en\u00ed zna\u010dku, ale z\u00e1rove\u0148 hledaj\u00ed v\u00fdhodn\u011bj\u0161\u00ed cenu. Pro mnoh\u00e9 je pr\u00e1v\u011b secondhand vstupn\u00ed branou do sv\u011bta luxusu. Na jedn\u00e9 stran\u011b zbo\u017e\u00ed z druh\u00e9 ruky dokazuje nad\u010dasovou hodnotu dan\u00e9ho luxusn\u00edho kousku i po letech, na druh\u00e9 stran\u011b v\u0161ak popt\u00e1vka nesm\u011b\u0159uje do ofici\u00e1ln\u00edch butik\u016f zna\u010dek. N\u011bkter\u00e9 spole\u010dnosti proto experimentuj\u00ed s certifikovan\u00fdm prodejem pou\u017eit\u00fdch produkt\u016f nebo nab\u00eddkou renovac\u00ed star\u0161\u00edch model\u016f.<\/p>\n

Generace Z m\u011bn\u00ed pravidla hry<\/strong><\/h3>\n

Generace Z a mileni\u00e1lov\u00e9 jsou skupinou lid\u00ed, kter\u00e1 je pova\u017eov\u00e1na za hnac\u00ed motor secondhandov\u00e9ho trhu. Podle spole\u010dnosti GlobalData by se m\u011bli na dal\u0161\u00edm r\u016fstu pod\u00edlet a\u017e ze 70 %. Nap\u0159\u00edklad jen v minul\u00e9m roce bylo a\u017e 58 % lid\u00ed ochotn\u00fdch nakupovat zbo\u017e\u00ed z druh\u00e9 ruky, co\u017e p\u0159edstavovalo meziro\u010dn\u00ed n\u00e1r\u016fst o 6 procentn\u00edch bod\u016f. Pro tyto skupiny z\u00e1kazn\u00edk\u016f toti\u017e secondhand nep\u0159edstavuje kompromis a mlad\u0161\u00ed z\u00e1kazn\u00edci do rozhodov\u00e1n\u00ed zapojuj\u00ed dal\u0161\u00ed faktory. Hledaj\u00ed jedine\u010dn\u00e9 kousky, limitovan\u00e9 kolekce nebo produkty, kter\u00e9 se ji\u017e v b\u011b\u017en\u00fdch obchodech neprod\u00e1vaj\u00ed. Velk\u00fd vliv maj\u00ed tak\u00e9 soci\u00e1ln\u00ed s\u00edt\u011b, kde se vintage m\u00f3da stala p\u0159irozenou sou\u010d\u00e1st\u00ed obsahu, a d\u00edky digit\u00e1ln\u00ed \u00e9\u0159e se pro mlad\u0161\u00ed generace stal online n\u00e1kup naprosto p\u0159irozen\u00fdm. D\u016fle\u017eit\u00e1 je i ekonomick\u00e1 str\u00e1nka. Zat\u00edmco posledn\u00ed desetilet\u00ed se nesla ve znamen\u00ed r\u016fstu rychl\u00e9 m\u00f3dy, v sou\u010dasnosti spot\u0159ebitel\u00e9 dbaj\u00ed na recyklaci a s v\u011bt\u0161\u00edm d\u016frazem vn\u00edmaj\u00ed dopad v\u00fdroby na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n

AI otev\u00edr\u00e1 nov\u00fd rozm\u011br secondhandu<\/strong><\/h3>\n

Dal\u0161\u00ed kapitolu v\u00fdvoje p\u00ed\u0161e um\u011bl\u00e1 inteligence. V online sv\u011bt\u011b secondhandu je nab\u00edzeno obrovsk\u00e9 mno\u017estv\u00ed produkt\u016f a na rozd\u00edl od klasick\u00fdch obchod\u016f v\u011bt\u0161inou pouze po jednom kuse, tak\u017ee \u201eprohrab\u00e1v\u00e1n\u00ed se\u201c nab\u00eddkou m\u016f\u017ee b\u00fdt n\u00e1ro\u010dn\u00e9. Modern\u00ed algoritmy v\u0161ak tento probl\u00e9m dok\u00e1\u017eou jednodu\u0161e vy\u0159e\u0161it. Um\u011bl\u00e1 inteligence je tr\u00e9nov\u00e1na analyzovat fotografie, rozpozn\u00e1vat zna\u010dky, kategorizovat produkty a n\u00e1sledn\u011b poskytovat lep\u0161\u00ed doporu\u010den\u00ed, \u010d\u00edm\u017e se zvy\u0161uje pravd\u011bpodobnost, \u017ee z\u00e1kazn\u00edk najde p\u0159esn\u011b to, co hled\u00e1. Samoz\u0159ejm\u011b slou\u017e\u00ed i prodejc\u016fm, kte\u0159\u00ed dok\u00e1\u017eou l\u00e9pe vyhodnocovat a nasazovat reklamy. D\u00e1 se tedy \u0159\u00edci, \u017ee AI vytv\u00e1\u0159\u00ed efektivn\u011bj\u0161\u00ed trh s lep\u0161\u00edm spot\u0159ebitelsk\u00fdm z\u00e1\u017eitkem. V prost\u0159ed\u00ed, kde p\u0159ib\u00fdvaj\u00ed miliony nov\u00fdch nab\u00eddek, se schopnost pracovat s daty st\u00e1v\u00e1 v\u00fdhodou.<\/p>\n

Diana Fatikov\u00e1, analyti\u010dka <\/strong>InvestaGo<\/strong><\/a><\/em><\/h4>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

N\u00e1kup pou\u017eit\u00e9ho oble\u010den\u00ed u\u017e d\u00e1vno nen\u00ed symbolem \u0161et\u0159en\u00ed \u010di nouze a z trhu, kter\u00fd byl…<\/p>\n","protected":false},"author":2,"featured_media":108170,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[1042,228,45],"_links":{"self":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/109234"}],"collection":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/comments?post=109234"}],"version-history":[{"count":0,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/posts\/109234\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media\/108170"}],"wp:attachment":[{"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/media?parent=109234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/categories?post=109234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.infokuryr.cz\/n\/wp-json\/wp\/v2\/tags?post=109234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}