Informa Markets Jewellery has appointed Liu Chuandong of Cloud Original from mainland China as the first-ever Live-streaming Ambassador of its jewellery fairs in Hong Kong.

The phenomenon of live-streaming is revolutionising e-commerce, particularly in mainland China. To leverage this trend and broaden the reach of jewellery players, Informa Markets Jewellery has forged a strategic partnership with Liu and his team. 

Cloud Original will be conducting live-streaming sessions on affordable luxury jewellery throughout all show days of Jewellery & Gem ASIA Hong Kong (JGA).

Celine Lau, director of Jewellery Fairs at Informa Markets Jewellery, presented the certificate of appointment to Liu during the Media Gathering for JGA on June 20.

The partnership extends JGA’s influence beyond the physical show floor and contributes to the growth of the Chinese jewellery market. It also serves as a testament to the immense power of live-streaming in China for global participants, according to Informa Markets Jewellery.

Lau said, “We consider live-streamers as a new type of buyer, similar to e-tailers. It is thus important that we provide them with the right platform as well as industry and product knowledge that they can then impart to their customers.”

According to Lau, Informa Markets Jewellery introduced its Key Opinion Leader (KOL) programme last year by inviting some prominent influencers from mainland China to the show. The programme has been expanded to include product insights, special tours of learning experiences such as the Red Radiance 2.0 experience on rubies, and facilitation of arrangements with exhibitors on products for live-streaming.

“Mainland China is the first market to be covered by this programme. It will eventually be expanded to other countries and regions,” Lau said.

Liu of Cloud Original told JNA that the partnership aligns with its goals to expand into the international market. 

“JGA serves as a platform for us to raise brand awareness and enhance our global presence. We can draw inspiration from exceptional jewellery designs from international companies while introducing products with Chinese cultural elements to the global market,” he said.

Moreover, the Hong Kong jewellery fairs allow Cloud Original to observe design and market trends, enabling it to better understand evolving consumer preferences. This would, in turn, assist the company in providing the relevant product offerings to its followers, Liu remarked.

Click here for JNA's coverage of Jewellery & Gem ASIA Hong Kong 2024.