STRATEGY 企业策略 JNA September/October 2024 | 63 Jewellery manufacturer Hatai Gems and Jewelry in Thailand also started working with live sellers during the Covid years. It now has a steady base of livestreamer buyers from Thailand, China and the Philippines, among others, who sell its products during trade shows or conduct live selling sessions at the company’s office, said Sales and Marketing Director Yanida Siamwalla. Zhejiang Ming Huang Jewellery Co Ltd of China uses livestreaming for both sales and branding purposes. Company Chairman Zhou DingXiang said, “We leverage a multi-platform approach, engaging audiences on TikTok, Tmall and Red Book to amplify our brand presence. We promote responsible consumption practices and provide educational information to improve consumer understanding of jewellery.” KGK also conducts its own live selling initiatives and collaborates with Key Opinion Leaders and live sellers across different markets. It has an internal screening process to select influencers and live sellers, evaluating them based on social media metrics, financial stability, and their ability to effectively engage with their audience, according to Kothari. “This rigorous selection process ensures that KGK partners with credible and influential live sellers who can represent the brand and its products effectively,” he continued. Global market For these enterprises and many more of their kind, live selling opened the doors to new markets around the world, enabling them to engage directly with consumers. Vithal Trading works with 200 live sellers from various parts of the world – China, the Philippines, Thailand and Vietnam, to name a few. Aside from live selling initiatives at trade fairs, it We do not consider live sellers as our agents. They work very hard to showcase our jewellery to their audience. They are our valued buyers and, in a way, our suppliers, providing us with a wide range of customers. – Chetan Kumar Palriwala, director of Vithal Trading Co Ltd continues to hold monthly livestreaming events. The Hong Kong office deals primarily with Chinese live sellers while the Japan office works predominantly with Filipino livestreamers based in Japan. “Filipinos are bilingual – sometimes, even multilingual – and travel frequently. They reach a wider audience; we get sales from Japanese housewives, consumers in Asia, the US and even Spain and the United Arab Emirates from our livestreams with Filipino sellers. Their language abilities enable them to tap an extremely international market,” explained Palriwala. KGK’s Kothari agrees that the global reach of livestreaming sessions is a major draw. He said, “These platforms have a broad reach, allowing us to tap into various markets globally, all in one session. The realtime nature of live selling also allows for immediate feedback, enabling quick adjustments to Live seller at KGK's booth during a jewellery show 在珠宝展中，KGK展位的直播卖家 Photo credit图片鸣谢: KGK Group
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