JNA July/August 2022 | 45 市场情报 On online shopping platforms, jewellery brands offer unique products and communication points to help attract consumers’ attention. This in turn helps boost traffic on the site, which can result in sales. It is a winwin situation. – Vivian Jiang, founder of Beijing Chuangshishe China’s fashion jewellery sector relies on strong demand from a younger generation of buyers who are always looking for avenues for self-expression. This buyer demographic is highly fashionable, constantly seeking ways to creatively match outfits with their accessories. This is where fashion jewellery as a trend comes into the picture. Generation Z buyers are also design-oriented and enjoy having at their disposal a wide range of options to be able to express themselves. To cater to this market, fashion jewellery brands and online shopping platforms are joining hands to refine and strengthen business strategies. Power of content Tmall is an e-commerce platform owned by Alibaba Group. It focuses on B2C sales. Another online marketplace owned by Alibaba is Taobao, which is a sales platform for both C2C and B2C markets. Since their inception in 2003 and 2008 respectively, Taobao and Tmall have accumulated over 900 million active users. A pioneer in the online accessories business, Tmall is home to both mature brands and new independent designers. Some leading brands on the platform have reached an annual turnover of RMB100 million (around US$14.88 million), attesting to its effectiveness. According to Tmall, there are nearly 200,000 fashion jewellery merchants on the platform. Tmall however faces tough competition, with the rise of new online marketplaces in the last five years. To remain competitive, Tmall is constantly optimising its strategy. It recently announced a content-driven initiative, which encourages companies on the platform to invest in programmes such as live broadcasting. Content-led promotional tools based on consumer interests and hobbies add value to a diverse online community on top of Tmall’s primary function as a sales platform. Danish jewellery brand Pandora is a good example. Using content marketing in Tmall, the company created 1,800 short videos for the Double 11 shopping festival in 2021. This brought in more than 10,000 daily visitors to the Brand Store section of Tmall – 10 times higher than normal traffic. Experts in the e-commerce industry strongly believe that short videos and live broadcasts have tremendous positive impact on traditional online shopping platforms as innovative and creative content uplifts brand awareness and overall consumer experience. According to Tmall, the platform continues to attract hundreds of new merchants every year. By taking advantage of Alibaba’s digital capabilities, merchants manage to gain huge traffic – enough to grow its database significantly and use this data to craft comprehensive marketing strategies. Xiaohongshu Established in 2013, Xiaohongshu or the Little Red Book is China’s answer to Instagram. It started out as a search engine specialising in fashionable lifestyle and later became a dynamic social media and e-commerce platform. The app is especially popular among GenZs. Currently, nearly 70 million active users log in on Xiaohongshu daily to search for content generated by key opinion leaders on a wide range of topics, including clothing, cosmetics, travel, leisure and food. Fashion jewellery is a hot topic, with more than 13,000 jewelleryrelated company accounts registered in the app. Start-up jewellery entrepreneur Michelle Qiao, who runs fashion jewellery brand Cana Gems, said, “Compared to Tmall and JD e-commerce, Xiaohongshu’s e-commerce operations are relatively new but are very suitable for start-up companies like mine.” After joining the platform in 2021, Qiao and her team started producing content to introduce her jewellery and her creative inspirations. Gradually, her posts gained a Jewellery by Beijing Chuangshishe 北京创饰社的珠宝
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