档案库 · 电商与平台 · 战略决策 · 2014–2026
Back Market押注欧盟维修权将使翻新成为主流：GMV 35亿欧元，实现盈利
巴黎市场押注欧盟2024年维修权指令将使翻新电子产品成为主流；2025年GMV超35亿欧元，首次全球盈利。
Back Market
做的是什么生意
Back Market is an online marketplace for refurbished smartphones, laptops and other electronics, where vetted refurbishers sell graded, warrantied 'renewed' devices in 17 markets.
启动资金：€450M Series E in January 2022 led by Sprints Capital; Tech.eu reported over $1B raised since 2017.
起因
Founded in Paris in 2014 by Thibaud Hug de Larauze and co-founders, Back Market launched as a marketplace for refurbished electronics when 'renewed' phones were a niche of grey-market sellers. Its bet: trust and regulation would turn refurbished into the first choice for tech purchases, the way second-hand cars became mainstream in the US.
经过
Back Market expanded to 16 countries by early 2022 with 600+ staff, raised €450M in January 2022 led by Sprints Capital, and kept pushing policy — backing France's anti-waste law and repairability index and later campaigning for EU rules. The EU's Right to Repair directive (2024/1799) entered into force in July 2024, obliging manufacturers to repair goods and requiring member states to apply the new repair rules from 2026.
结果
The bet is landing: 2025 GMV passed €3.5 billion (+32%), customers reached 17 million across 17 markets, and Back Market hit global EBITDA profitability in 2025 after reaching it in Europe in 2024 — as the EU directive it lobbied for comes into application.
背景
Back Market于2014年在巴黎成立，是一个在线市场，经过审核的翻新商在17个市场销售分级、有保修的“焕新”智能手机、笔记本电脑和其他电子产品。其创立之初的赌注是，如果买家信任质量，翻新科技可以成为主流首选——这一类别建立在分级、12个月保修和卖家评级的基础上，而非便宜货。
公司花了十年时间建立信任，并游说使之合法化的规则：它支持法国反浪费法和可修复性指数，并倡导欧盟维修规则。回报随着欧盟指令2024/1799而来，该指令于2024年7月生效，要求制造商修理商品，成员国从2026年起适用新维修制度。
数字显示赌注在大规模奏效：2025年GMV超过35亿欧元，同比增长32%，在17个市场拥有1700万客户，Back Market在2024年实现欧洲盈利后，2025年实现全球EBITDA盈利（法国EBITDA利润率35%）。美国是关键增长测试，竞争对手如Refurbed在同样的监管顺风中大量融资。
这件事要成立，得有什么
- Back Market押注监管，而非仅价格，将使翻新电子产品成为主流类别。
- 它早早投资于政策议程——可修复性指数和欧盟指令——因此它游说的规则成为需求驱动力。
- 信任基础设施（分级、保修、卖家审核）是护城河；指令增加了官方合法性和备件供应。
- 十年后盈利表明，该类别需要监管推动才能从小众跨越到消费者默认。
可借鉴之处
游说你计划获胜的规则手册：Back Market帮助构建了维修议程，然后扩展了一个信任优先的市场，指令使之合法化——监管将小众变成默认。
后续进展
截至2026年3月，Back Market正盈利扩张：2025年GMV超35亿欧元（增长32%），17个市场1700万客户，2025年全球EBITDA盈利，法国EBITDA利润率35%。欧盟维修权指令于2026年在成员国适用，Back Market继续倡导英国和美国维修规则；其Fixfest 2025主旨演讲引用1000万客户证明翻新和可维修设备在商业上可行。
资料来源
- Directive (EU) 2024/1799 of the European Parliament and of the Council of 13 June 2024 on common rules promoting the repair of goods
- Refurbished electronics marketplace Back Market goes for the gold, adds another €450 million to the warchest
- Four things we learned from Fixfest 2025
- Back Market's GMV increased 32% in 2025
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