How to break the “low -cost and low -quality” impression by the “out of the circle” by “out of the circle”?

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21st Century Business Herald Reporter Ye Bihua Intern House Xiang reported

黄金珠宝欲借直播“出圈”如何打破“低价低质”印象?

At noon on August 8th, Shuibei International Jewelery Trading Center in Luohu, Shenzhen, Shui Jingshi Flying. There are not many people in buildings with more than 10,000 square meters throughout the three floors. Waiting for customers to come.

“Chinese jewelry looks at Shenzhen, Shenzhen jewelry is watching Luohu, Luohu jewelry watches water shell”

Shenzhen Shuibei is currently the largest gold jewelry industry belt in China. It produced over 70%of the nation’s jewelry, and brought together a number of brand factories such as Chow Dasheng, Zaki, and China Gold. Data show that in 2020, Shenzhen Shuibei operating income reached 113.07 billion yuan, accounting for about 50%of the domestic gold jewelry wholesale market share.

Golden Jewelry, as a traditional industry with a trillion -dollar market space, is facing new opportunities and challenges in the Internet era.

On the one hand, the scale of online jewelry sales has gradually expanded in recent years, and online sales accounted for from 2.6%in 2014 to 7.2%in 2019. especially

Under the catalysis of last year, online jewelry sales have further expanded.

According to the “2020 Taobao Live Economic Report”, the viewing volume of jewelry category ranks sixth, and online channels have opened a new market for traditional jewelry.

But on the other hand, online jewelry products are mainly gold, K gold, pearls and silver jewelry.

The unit price of the customer is relatively low, and there are often problems such as incompetence on the board, the fact that the authenticity is difficult to distinguish, and the lack of guarantee of after -sales. Consumers lack trust in online channels, resulting in low online transaction volume of jewelry products and high return rates.

“Because the authenticity and style of online goods are not easy to distinguish, everyone is still biased towards offline.” A merchant at the Water Best Jewelry Trading Center told reporters of the 21st Century Business Herald that the anchor of live e -commerce companies often came after the epidemic. The store is purchased, but he believes that there are many pain points in online jewelry sales, and it is difficult to shake the current sales pattern of jewelry in a short time.

By live “out of the circle”

When the reporter visited the Shuibei International Jewelry Trading Center, he saw that the three -story building was divided into four major areas: brand area, emerald area, K gold area, and silver jewelry area. Almost all types of jewelry products are covered. Most of the merchants in the center are wholesale, and they are selling directly to consumers.

Seeing at noon on the 8th, there were not many customers at the scene. Most of them were pairs of couples. I occasionally seemed to come to choose the product. Because the traffic is not large, each customer can be introduced and guided by the staff in the store when choosing accessories.

A K -Gold District merchant told reporters that online e -commerce and offline retail have wholesale in their stores, but currently customers still use offline retailers. In contrast, the price of products sold online is relatively low. When asked about the impact of the epidemic on the gold jewelry market, most merchants expressed their feelings, “

Suddenly, a lot of live broadcasts come over to wholesale

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(Photo by Shui Bei International Jewelry Trading Center House Xiang)

In recent years, the live broadcast industry has risen rapidly. Compared with online stores, live broadcast e -commerce has better product display and publicity functions. Ai Media Consultation data shows,

Jewelry from March to April 2020 was among the live sales of TOP5. According to the statistics of the Douyin TOP100 anchor data, from July 1 to July 7 last year, the sales of jewelry accessories accounted for 8.43%, ranking fourth among all categories.

At 12 noon on August 8th, the “Jewelry Festival” of Simba Shenzhen was broadcast on time, and the popularity once rushed to more than 23 million. According to official data, this live broadcast of the head anchor Sinbasin completed the actual payment sales of 850 million in 12 hours, and once again refreshed the records of the jewelry industry live broadcast and cargo records.

Two days ago, Xin Xuan Group entered the largest domestic gold jewelry industry with Shenzhen Shuiba, and signed a contract with 15 gold jewelry brands including Chow Tai Sheng and Zakii. live streaming.

Xue Yan, president of the Youth Jewelry Entrepreneurs Committee of China Jewelry Jewelry Industry Association, told the 21st Century Business Herald,

At present, most of the products in Shuibei Industry are still in the white card stage, and the lack of brand operations leads to the high ability to premium.

Essence In his opinion, the cooperation with the industrial belt and live broadcast institutions is an innovation “out of the circle”. I hope that the value of water shellfish jewelry can be reflected by the help of new business models and better promotion to the country.

The live broadcast of the day opened with a tide macro -based 5G foot gold bracelet. According to Hao Taotao, the person in charge of the supply chain jewelry of Xinxuan Group, 5G is a hard gold technology for upgrading, and there are many advantages. However, in the current retail terminal, 5G gold jewelry is much higher than ordinary gold. Selling “.

Through this cooperation, Xin Xuan used a scale advantage to greatly reduce its processing costs, so that 5G gold jewelry can also “sell”. It is reported that the golden gram of this bracelet is more than 10 grams, and the price of the live broadcast room in Simba is 4999 yuan, which is far lower than the offline price. More than 67.7 million yuan.

Subsequently, gold jewelry from brands such as Zhou Dasheng, BOC Golden, Zakii, Cuihua Golden Store, and pearl jewelry from Ruan’s, Pearl Beauty, Demi and other brands also appeared in the live room. The whole live broadcast,

Tide Hongji and Chow Tai Sheng’s sales are close to 200 million, and the sales of more than 10 brands exceed 10 million

When the transformation is in progress

At present, China’s gold jewelry industry market is huge. According to statistics, from 2014 to 2019, my country’s jewelry consumption continued to increase, reaching 750.3 billion yuan in 2019, a year -on -year increase of 7.37%;

The size of domestic jewelry consumer demand in 2021 is expected to reach 1.05 billion, which is the world’s largest jewelry consumer regional market.

As the market matures, young consumers have gradually become the main force. How to find new growth points has become a major problem for major gold jewelry companies. Many brands have turned their attention to online.

At present, domestic jewelry sales are still mainly offline sales, and online sales account for less than 10%.

Compared with foreign countries, there is still room for development of online sales channels. The online sales of the jewelry industry in the United States and the United Kingdom in 2019 reached 22%and 14.4%, respectively.

Zheng Bingxi, Executive Director of Zhou Dafu Jewelry Group, mentioned in an interview with the 21st Century Business Herald that after more than a year of epidemic, the penetration rate on the jewelry line has begun to change. Now

The omni -channel operation of the jewelry industry has become a common phenomenon

According to the financial report, fiscal year 2021 (April 1, 2020-March 31, 2021), Chow Tai Fook achieved revenue of HK $ 70.16 billion, an increase of 23.6%year-on-year; of which, the retail value of Mainland China e-commerce and O2O related business retail value increased year-on-year increased year-on-year increased year-on-year increase increased year-on-year. 91.8%, retail value accounted for 7.1%, and sales accounted for 14.7%.

黄金珠宝欲借直播“出圈”如何打破“低价低质”印象?

also,

Tide Hongji, Zhou Shengsheng, Zhou Dasheng, China Gold and other companies also ushered in performance growth in the first half of the year

In addition to the factors such as consumption recovery and consumption rebound brought about by consumption recovery and the decline of gold prices, online sales channels have also contributed a lot of increments. Data show that from January to June this year, Chahong base revenue increased by 62.82%year-on-year to 2.296 billion yuan, of which sales revenue achieved through third-party online platforms increased by 31.79%to approximately 413 million yuan, accounting for 17.98%of total sales revenue of total sales revenue Essence

Zhou Dasheng’s performance trailer shows that the company’s profit in the first half of the year is expected to exceed 600 million yuan, a year -on -year increase of more than 81.52%. China Gold achieved revenue of 26.6 billion yuan in the first half of the year, an increase of 72.13%year -on -year; the net profit attributable to shareholders of listed companies was 400 million yuan, an increase of 187.86%year -on -year. Zhou Shengsheng predicts that the company’s shareholders in the first half of the year should have a profit from 518 million to HK $ 539 million, an increase of 145%to 155%year -on -year.

In Xue Xun’s view, for brand owners, online has become a channel that cannot be ignored, but currently there are still many pain points in online jewelry sales, mainly

Product lack of shopping experience, difficulty in quality, shortcomings after -sales

Wait. Even Simba himself said frankly that since the cutting into jewelry category in 2020, it is found that the live broadcast market is full of products that are “not gold or jewelry”. They have to temporarily abandon jewelry category in the second half of last year.

Until the first half of this year, Xin Xuan began to re -enter the layout. According to reports, next to Xin Xuan will cooperate with 15 Shenzhen water shellfish jewelry industry groups including Chowanta and Zakii, including Chowanta, Zakii, in depth cooperation in traffic, research and development, design, operation, and after -sales service. Eliminate the brand. For live broadcast agencies, the advantages of the supply chain and detection agencies of Shuibei Industry, as well as mature offline scenes can solve the problems of live broadcast selection, operation, and after -sales.

Compared with offline, the unit price of products sold online on online live channels will be lower. The industry hopes to break this solidified impression. “

Low prices are not equal to low quality

What we have to do now is to make jewelry more civilian and more affordable. “According to Hao Tao, the overall return rate of Xin Xuan will remain within 5%in the overall return rate of gold jewelry products. In the future, it will continue to cooperate with the brand to develop the ultimate cost -effective jewelry.

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(Photo by Shui Bei International Jewelry Trading Center House Xiang)