China’s Zhuanzhuan Group to set up international HQ in HK

China’s Zhuanzhuan Group, a major player in the circular economy and second-hand consumption sector, is mulling to set up its international business headquarters in Hong Kong as part of its global expansion.

Founded in 2015, Zhuanzhuan operates one of China’s second-hand trading platforms, with more than 400 million registered users and 50 million monthly active users, according to the company. It oversees several recommerce brands, including Zhuanzhuan (转转), Zhaoliangji (找靓机) and Hongbulin (红布林).

The decision to set up an international business headquarters in Hong Kong comes amidst the recent advances in its AI-based authentication. In early 2026, the company launched “AI photo authentication”, an AI-driven product for authenticating second-hand luxury goods, which it expects will support its competitiveness in international markets.

Powered by a large proprietary image database and deep learning models, the system is designed to reduce identification times for certain products from about 15 minutes to almost real time, with results generated in as little as one second. According to the company, this represents an increase in efficiency of up to 900 times. It also reports an error rate of less than one in 10,000 for core handbag categories, citing LV handbags as an example.

The group plans to extend its AI authentication capabilities to additional luxury brands such as Chanel and Hermès, and later to other categories including watches, with the aim of building an AI authentication framework that covers a wider range of products.

Technology is described by the company as a key factor in its positioning in the sector. Zhuanzhuan set up an AI division in 2025 and plans to invest RMB 2 billion over three years in tools such as AI quality inspection and intelligent matching.

Huang Wei, founder and CEO of Zhuanzhuan Group said, “the company’s focus on technology and quality inspection has underpinned its position in China’s second-hand trading market, and described the planned Hong Kong headquarters as a step towards widening its international footprint.”

MARKETING-INTERACTIVE has reached out to Zhuanzhuan for more information.

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