JNA Awards 2020 - Jewellery Industry Best Practices

38 JNA AWARDS • 2020 BOJEM Category: Industry Innovation of the Year – Customer Engagement Country / Region: China Founded in 2014, BOJEM is an emerging jewellery brand with more than 3.6 million followers across different online platforms, including the highly influential “Everyday Jewelry Class” channel. The company is propelled by its comprehensive supply chain, which allows it to procure rough gemstones from various parts of the world and collaborate with top domestic and international designers. Altogether, these have led to various breakthroughs in the past six years, such as a 29.9 percent increase in revenues in 2019. Online strengths Drawing from its strengths as a former media entity helped BOJEM establish solid foundations as a brand. This added to its overall resilience in 2020, as the jewellery trade faced unprecedented challenges brought about by the global pandemic. Customer demand for high-priced jewellery had dropped. Sales figures and margins were on the decline. In order to overcome these downturns, the company created strategies that would attract the attention of its target audience. Using its social media assets such as WeChat and Douyin, BOJEM imparts professional knowledge and makes recommendations on high-quality and cost-effective products that may interest its clients. In Douyin alone, this helps the company reach out to 1.3 million followers. “We regularly gain more exposure through these channels. We also plan to provide our customers with a wider range of professional services in the future,” says Joyee Zhao, who co-founded BOJEM with Zhang Wuji. The team also developed its customer relationship management (CRM) system to further build confidence among consumers. This allows the company to better protect the privacy and personal data of clients. BOJEM also integrated its IP resources through “Bao Jiejia” in 1 2