Over 100 million yuan a day! Jewelry Live Broadcasting Becomes the King of Goods [with market analysis of jewelry live broadcasting industry]

Source: Photographic Network

According to third-party data, As of September 1, the top three of the list of goods brought by the Tiaoyin anchor are from the jewelry industry And the monthly turnover exceeded 500 million yuan. Half of the top ten places are occupied by jewelry anchors 。 Surprisingly, these accounts with only one million fans have boosted the sales of hundreds of millions, surpassing the big names of institutions such as Orient Selection, which has tens of millions of fans.

(Data picture)

As early as the middle of August, the first star on the list of talent with goods for live broadcasting Huang Shengyi's sales reached 160 million yuan in one day 。 It is understood that the products that Huang Shengyi and his wife brought with them on that day were mainly jewelry. They chose to broadcast live in Hualin Jade Street in Guangzhou, the holy land of Chinese jewelry, and set the live broadcast place on the street to sell jewelry directly from the source. Their main strategy is to reduce the price of 10000 or 20000 pieces of jewelry and jadeite to 12000 pieces by bargaining, and consumers will buy them instantly.

Shi Tianhao, Internet analyst It was pointed out that the trust of the early live broadcast e-commerce was not high, but the development of the past few years has made the public have a deeper understanding and cognition of the live broadcast e-commerce, and gradually established trust, thus promoting the development of jewelry live broadcast.

Zhong Weiping, CEO of Bessie Jewelry It is believed that the live broadcast e-commerce has played a huge role in promoting the development of the entire jewelry industry. Through online empowerment, businesses have gained many opportunities, as well as access to lower tier cities, providing consumers who have no shopping opportunities with the possibility to place orders. However, emerging forms such as interest e-commerce have put forward new requirements on the trading ability of merchants, and the instability of live broadcast e-commerce, such as the high return rate, is also one of the biggest challenges faced by merchants.

Increase in online channel revenue

From 2018 to 2020, the online channel operating revenue of major listed jewelry enterprises in China continued to increase, reaching 7.112 billion yuan in 2020, with a growth rate of 17.7%, up significantly from the previous year. With the booming development of jewelry e-commerce, major brands have entered e-commerce business , by opening flagship stores on Taobao, JD and other platforms, establishing self operated e-commerce websites, and settling in WeChat malls and other ways. For each brand, in 2020, Chow Tai Fook took the lead with 2.621 billion yuan in the sales revenue of major jewelry brands in mainland e-commerce channels, and the e-commerce business revenue accounted for 4.2% of its total revenue. The online businesses of Zhou Shengsheng and Zhou Dasheng, ranking second and third, accounted for 13.35% and 19.10% respectively, and will continue to increase in the future.

Ranked by influence, In 2020, among the major jewelry brands, Zhou Dasheng has the strongest influence on live delivery The influence index reached 84.13. Zokay, Chow Tai Fook, Swarovski and China Gold are also brands with more than 80 influence, ranking top in terms of their comprehensive strength in terms of the number of entries, live broadcast sessions, live broadcast sales and live broadcast sales.

Feng Wenting, Associate Professor, College of Jewelry, China University of Geosciences Means that since this year, The means of attracting consumers by jewelry live broadcast e-commerce businesses are becoming more diverse , focusing on finding leaks within a limited time. In addition, jewelry live broadcast e-commerce businesses also like to Science popularization and explanation In order to attract consumers, jewelry live broadcast is becoming more and more popular.

Live broadcast of jewelry brands in 2020

In the first half of 2020, all major jewelry brands will arrange e-commerce live broadcast. Among them, Chow Tai Fook and Laomiao e-commerce live broadcast activities are the most 。 The live broadcast activities of various brands are mostly concentrated in May August. In addition to the anchor bringing goods, the brand will also invite stars to sell goods in the live broadcast room. Zhou Dasheng, together with Angelababy, Tong Dawei and other stars, and the old temple invites Sun Li and others. In the future, live broadcast sales are expected to further improve as jewelers continue to increase their sales.

Industry development trend Analysis

Combined with the Chinese market data, the representative offline enterprises in different demand stages are basically complete, but there are no representative online enterprises. It is predicted that the representative online enterprises in different demand stages will emerge in succession in the future, and the jewelry market segment will face higher cost performance brand competition.

Feng Wenting, Associate Professor, College of Jewelry, China University of Geosciences It is pointed out that jewelry live broadcast e-commerce needs professional and standardized management to reduce after-sales problems and achieve high sales and low return rate. The industry should strengthen supervision to ensure that every product on the shelves is accompanied by an authentication certificate issued by an authoritative authentication institution. At the same time, it should supervise the use of lighting and filters in the live broadcast room to ensure that the products consumers see in the live broadcast room are consistent with the actual situation, so as to reduce the high return rate caused by consumers' dissatisfaction after receiving the products.

Prospective Economist APP Information Group

For more research and analysis on this industry, see the Special Analysis Report on Mobile E-commerce Business Model and Marketing Strategy of China's Jewelry Industry issued by the Prospective Industry Research Institute

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