46 | JNA July/August 2022 MARKET INTELLIGENCE following among students and young career women – her target audience. She remarked, “Xiaohongshu’s rules and promotional tools are dynamic and progressive. We are continuously learning the ins and outs of the e-commerce business.” After a year on the platform, her company, which specialises in pearl fashion jewellery, ranked among the top-performing brands. Xiaohongshu highlights six jewellery trends, which could help companies devise and diversify their content marketing plans. These are More than Love, Online 2 Offline, Celebrities & Influencers, Hot Products with Nicknames, Yes I Do and Stacking Strategy. Moreover, the platform also promotes emerging trends in men’s jewellery and niche jewellery. Online initiatives Fashion jewellery brands should also explore new ways to convert sales and retain customers online. Using a healthy mix of digital marketing tools such as the “Moments” function on WeChat, which allows users to post product and sales announcements and form communities, among others; live broadcasting and community interactions, to name a few, could likewise support the fashion jewellery business. Jewellery manufacturer Beijing Chuangshishe focuses on product development that revolves around traditional Chinese cultural elements. The company makes use of social media platforms to share this knowledge with their followers. However, it is not enough to be able to share information online. The digital platform also has to have a convenient system to allow seamless buy-and-sell transactions. “When we share product information through Moments, anyone can scan the code to instantly make a purchase so buyers do not have to switch apps. This saves time and effort. This one-click function also enhances user experience,” said Vivian Jiang, founder of Beijing Chuangshishe. While onMoments, brands can also provide additional marketing services such as shopping guides. CCO Accessories, a company that targets the fashion accessories and gifting market, said the experience of users in the gift-giving process provides critical marketing insight. Carefully planned product concepts resonate with consumers and could result in word-ofmouth marketing, CCO founder Michael Lim said. From a business perspective, the continuous growth in fashion jewellery sales could help generate traffic in e-commerce platforms. Multichannel cooperation ABYB Jewellery, which launched in March 2020, focuses on original design fashion jewellery, which it describes as trendy and versatile. Its prices range from RMB100 to RMB500 (around US$15 to US$74.44). Every month, the company comes out with 80 to 100 new daily-wear jewellery products. Using diversified online shopping channels, ABYB Jewellery generated sales of more than RMB30 million (around US$4.46 million) in 2020 and more than RMB100 million (around US$14.88 million) in 2021. The company is among the top-performing online jewellery brands in several e-commerce platforms. Beijing Chuangshishe did the same thing, strategically positioning itself in different online shopping platforms. “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 win-win situation,” noted Jiang of Beijing Chuangshishe. Earrings by Cana Gems Cana Gems的耳环 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.
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