Livestreaming continues to be a major channel for jewellery sales in China, buoyed by new consumption habits and evolving trends that point to fast fashion and daily-wear pieces. 

In a May 31, 2023 report, the Beijing Consumers Association said 90 per cent of 4,112 respondents admitted to having browsed and/or purchased goods while watching livestreaming sessions. Jewellery and cultural items account for 16.25 per cent of products sold via livestreaming, the report also said. 

It further revealed that livestreams are mostly hosted on traditional ecommerce platforms like Taobao while fast-growing short video platforms like Douyin present bright opportunities.

Speaking at the “Demand For Jewelry Consumption – A Change In Consumer Mentality Forum” held on the sidelines of Jewellery Seasons China 2023 in Shenzhen, CHJ Jewellery Vice President Ping Pan said livestreams allow consumers to interact with each other, which appeals highly to Gen Z buyers. 

Pan also cited changes in how consumers perceive jewellery. In the past, Chinese consumers would buy jewellery to give as inheritance or to wear on special occasions like weddings, or as investments. Now, consumers buy jewellery for everyday wear and self-gratification.

Liu Chuandong, president of Yun Shang Xu, a company specialising in selling jewellery through livestreams, shared this sentiment. Liu told JNA that with the advent of the fast fashion trend, consumers now gravitate towards more accessible, everyday jewellery pieces with good value. Livestreaming on Douyin caters to these evolving market demand. 

Yun Shang Xu hosted two livestreams on June 3 and 4 at Jewellery Seasons China 2023. A total of 13 million views were recorded for both sessions while the highest number of viewers watching live reached 156,000. Earnings hit RMB280 million (about US$39.3 million) with around 1.2 million products sold, exceeding the company’s sales target.

Another session, “Douyin 520 Gift Season | True Love Live-streaming Room,” held on May 20, 2023 meanwhile raked in RMB130 million (approximately US$18.2 million).