STRATEGY 企业策略 16 | JNA September/October 2023 As a powerful e-commerce tool in China, livestreaming is a recognised business model and a nationwide phenomenon. With a great deal of consumers converging in livestreaming platforms, jewellers are increasingly leveraging this channel to promote growth and market expansion. 在中国内地， 直播发展成强大的电子商务工具，直播商业模式盛行，成为一种全国性现象。由于直播平台 凝聚了大量消费者，珠宝商日渐利用这渠道来促进业务增长和扩展市场。 直播进一步推动 中国珠宝市场 LIVESTREAMING gains further steam in China’s jewellery market | Sharon Kwok 郭芷雯 | Thanks to a well-established Internet infrastructure, advanced logistical network and a massive online community, China has become the most ideal market for livestreaming. According to the 51st Statistical Report on China’s Internet Development released by China Internet Network Information Center, the number of livestreaming viewers in the country reached 751 million as of December 2022, accounting for 70.3 per cent of all Internet users there. Of this, 515 million used livestreaming to purchase goods. A survey by the Beijing Consumers Association, meanwhile, said 90 per cent of 4,112 respondents admitted to having browsed and/or purchased goods while watching livestreams. Jewellery and cultural items accounted for 16.25 per cent of products sold via this channel. It further revealed that livestreams are mostly hosted on traditional e-commerce platforms like Taobao while fast-growing short video platforms like Douyin present bright opportunities. “In the past, people would visit brick-and-mortar stores to buy jewellery. Nowadays, they can easily find products through platforms like Douyin, which uses algorithms that sort user content,” said Liu Chuandong, president of China-based jeweller Yun Shang Xu. “The rise of Douyin led to further success for us and allowed us to reach more potential customers.” 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 number of viewers watching live peaked at 156,000. Earnings hit RMB280 million (approximately US$39.3 Aurora rice pearl necklace by Grace Pearl (HK) Co Ltd 佳丽珍珠(香港)公司的 极光小米珠项链 Liu Chuandong, president of Yun Shang Xu, hosting a livestreaming session at Jewellery Seasons China 2023 云上叙董事长刘川东在2023年中国珠宝季(深圳)举行期间主持直播
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