Deja Vu

What Deja Vu does

多抓鱼 (Deja Vu / Duozhuayu) is a Beijing-headquartered for-profit company founded in 2017 that operates a C2B2C circular-economy marketplace for second-hand goods in China. The core product is an online platform at duozhuayu.com, accessible via web and WeChat, where consumers can sell pre-owned items — primarily books, and increasingly clothing and electronics (smartphones, e-readers, tablets, gaming consoles) — by scanning barcodes for instant pricing or listing items manually. The platform then resells these items to other users after curation, cleaning, and condition grading, capturing a transaction commission on each sale.

The product surface is layered: the second-hand book marketplace (图书交易平台) remains the flagship, supplemented by dedicated clothing (服饰交易) and electronics (电子产品交易) verticals, plus a proprietary DEJAVU-branded original-merchandise line of upcycled apparel and accessories. Distribution is omnichannel — the website and WeChat official account form the digital backbone, while five physical retail locations in Shanghai (Hongqiao Tiandi B1, Anfu Road 300), Beijing (Langyuan Vintage 18c), Shenzhen (Wanxiang City), and a Yangzhou pop-up (Guangling Road 276) provide offline browsing and pickup. Discovery and engagement are driven by editorial curation — book reviews ("别人的鱼"), the "鲜鱼榜" (Fresh Fish List), and user-generated ratings — distributed across categories spanning literature, social science, children's books, and over 60 other classifications.

The revenue model is a take-rate on successful transactions; items range from approximately ¥3.40 for common used books to ¥420.50 for rare editions, with no subscription or membership fees disclosed. The company has raised approximately $10.67M across three early-stage rounds (2017-01 K2VC, 2017-12 K2VC + Matrix Partners China + Next Capital, 2018-05 Tencent), and its platform has facilitated a cumulative circulation of 54,946,306 second-hand items. Headcount is reported at 101-250 employees, with the company legally registered in Beijing under primary entity "多抓鱼 (Duozhuayu)".

Name

Deja Vu

Legal name

多抓鱼 (Duozhuayu)

Website

https://duozhuayu.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Deja Vu (多抓鱼) is a Chinese C2B2C circular-economy marketplace, founded 2017 in Beijing, where consumers buy and sell used books, clothing, and electronics via a WeChat-integrated online platform backed by five physical retail stores across Shanghai, Beijing, Shenzhen, and Yangzhou.

Ownership category

akta.pro rank

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Transaction Commission: Platform takes a commission fee when sellers successfully sell items through the marketplace. Users sell books, clothing, electronics and other second-hand goods, with prices ranging from a few yuan to hundreds of yuan.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Deja Vu (多抓鱼) operates a circular-economy marketplace where individual users buy and sell pre-owned books, clothing, and consumer electronics. The platform combines a self-serve online marketplace (with barcode-scan instant pricing and WeChat login) with five physical retail stores across major Chinese cities. It also sells proprietary DEJAVU-branded original merchandise and runs an aggregated book resale service claiming over 54.9 million items in cumulative trade volume.

Product overview

多抓鱼 is a circular economy platform operating as a unified marketplace for second-hand goods, encompassing three core verticals: books, clothing, and electronics, plus a proprietary merchandise line. The platform functions as a C2B2C model where users sell items to Duozhuayu (which then resells to other users), supporting barcoded books, branded clothing, consumer electronics, and e-readers. The core book trading platform (图书交易平台) serves as the primary business, supplemented by clothing resale (服饰交易) and electronics trade-in (电子产品交易). The company also operates five physical retail locations in Shanghai, Beijing, Shenzhen, and Yangzhou. A proprietary original products line (原创商品) features DEJAVU-branded merchandise including apparel, plush toys, and upcycled fashion accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• Deja Vu Book Trading Platform (多抓鱼图书交易平台) Second-hand book marketplace where users can buy and sell pre-owned books, with book condition ratings, seller reviews, and personalized recommendations across 60+ book categories.
• Deja Vu Clothing Trading (多抓鱼服饰交易) Second-hand clothing and fashion marketplace offering categories including women's wear, men's wear, and sports outdoor apparel.
• Deja Vu Electronics Trading (多抓鱼电子产品交易) Second-hand electronics marketplace accepting smartphones (iPhone, Huawei, Honor, OPPO, vivo, Xiaomi), tablets, e-readers (Kindle, BOOX, iReader, Xiaomi, Moan, Hanwang, iFLYTEK), smartwatches, earphones, and gaming consoles (Switch, PlayStation, Xbox).
• Deja Vu Book Selling Service (多抓鱼卖书服务) Service allowing users to sell books to Duozhuayu for cash reimbursement by scanning barcodes, with claimed cumulative circulation of over 54 million items.
• Deja Vu Original Merchandise (多抓鱼原创商品 / DEJAVU) Proprietary DEJAVU-branded merchandise including Work Book Balance T-shirts, plush toys, Miao embroidery redesign stickers and New Year pictures, AbAX collaborative upcycled backpacks and bucket hats, and upcycled red envelopes and vests.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• The RealReal: US-based online marketplace for authenticated luxury consignment with strong authentication and condition standards. Comparable to Duozhuayu's curated/quality-controlled resale approach with trust and authentication as a category moat.
• thredUP: US-based online resale platform focused on used clothing and accessories with circular-economy positioning. Comparable to Duozhuayu's clothing resale vertical and demonstrates scaled circular resale economics in a different geography.
• Mercari: Japan-origin C2C marketplace for second-hand goods with marketplace model similar to Deja Vu. Comparable in product breadth and self-serve listing model, though Mercari operates in Japan and the US while Deja Vu is China-only.

Direct peers

• Xianyu (闲鱼): Alibaba's dominant consumer-to-consumer second-hand marketplace in China with broad category coverage spanning books, clothing, electronics, and more. Directly competes with Deja Vu across virtually all verticals but with vastly greater scale and platform-embedded discovery.
• Zhuanzhuan (转转): Tencent-backed second-hand marketplace with strong vertical focus on used electronics and general second-hand goods. Direct competitor on electronics trade-in (smartphones, tablets) and general second-hand transactions in China, sharing WeChat distribution advantages.
• Aihuishou (爱回收): China's leading used electronics trade-in and resale platform with device buyback, refurbishment, and resale capabilities. Direct competitor for Deja Vu's electronics vertical (smartphones, tablets, e-readers, gaming consoles).
• Kongfz (孔夫子旧书网): China's largest dedicated used and out-of-print book marketplace, founded in 2002 and long-established. Direct competitor in the used books space that Duozhuayu's core platform primarily addresses, though Kongfz skews more toward rare and antiquarian titles.

Broad incumbents

• JD Paipai Used (拍拍二手): JD.com's used and refurbished goods platform leveraging JD's logistics, authentication, and consumer trust for second-hand commerce across electronics and general categories. Broad incumbent competing across Deja Vu's verticals with established retail infrastructure.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deja Vu