JNA September/October 2025 | 65 MARKET INTELLIGENCE 市场情报 “Leveraging top-tier e-commerce platforms like Taobao and Tmall, along with strategic store positioning, hosting livestreams, managing private traffic (a group of users with an established direct connection or relationship with a business or brand) and product innovation could build trust and enhance sales conversions,” said Ta. Tmall's cutting-edge digital capabilities provide merchants with AI- and data-driven tools for customer segmentation and targeting, product insights, sales forecast, integrated digital media planning, market and competition analysis, and operational efficiency to help them understand and win over customers. For luxury merchants, VIP programmes like 88VIP – now with 49 million members – facilitate engagement with highvalue users, creating opportunities for brand expansion and fostering customer loyalty. Tmall supports onboarded merchants and brands in achieving growth through its “Blue Star Project,” offering incentives and operational assistance. In 2025, Tmall rolled out an upgrade of the Blue Star Project, including incentives of up to RMB2.5 million (around US$350,169) per store, exclusive traffic channels to boost individual product growth, and 20 new benefits for novice merchants such as traffic support and reduced startup costs. Growing opportunities A key advantage of China’s e-commerce platforms is their ability to transcend geographical boundaries, connecting jewellers and consumers worldwide. To help overseas jewellery brands effectively reach Chinese consumers, Taobao Global Shopping helps new merchants to establish their presence on Taobao through various incentive programmes like complimentary store setup, free traffic and cash rewards, revealed Ling Yin, head of global jewellery industry operations of Taotian Group. “Jewellers are encouraged to follow Taobao’s annual marketing and sales events – including 618 and double 11 as well as global jewellery fairs and major livestreaming events – to maximise exposure, acquire new customers and drive repeat transactions,” she added. Interestingly, there is a rising segment of high-value “Chinese media users” in Singapore, Malaysia and Thailand, according to a whitepaper titled “SEA of Change: The Rise of Chinese Media Users Redefining Modern Living and Consumer Power” conducted by EternityX. Chinese media users comprise digitally native, highspending consumers who navigate seamlessly between Chinese and local digital and media platforms, and whose behaviours are rapidly shaping retail, digital marketing and cross-border commerce. Among these countries, Thailand exhibits a strong preference for China-based cross-border e-commerce platforms, closely followed by Singapore. The convergence of digital innovation, diverse consumer preferences and comprehensive platform support points to promising opportunities for jewellery merchants in China's rapidly expanding online marketplace. What to watch: Leveraging e-commerce in China 在中国电商领域的成功要诀 Here are some pointers from Taotian Group executives aimed at helping jewellery merchants maximise success in online platforms: 以下是淘天集团珠宝行业运营负责人为珠宝商提供的 一些建议，旨在帮助他们在线上平台取得最大成功： • Optimise livestreaming: Regular, quality live content increases traffic, engagement and trust 优化直播：定期提供高质量的直播内容可提升流量、 互动率和信任度 • Emphasise transparency: Clear descriptions regarding product features and processing help foster credibility 强调透明度：清晰诚实描述产品特性和加工工艺有助 建立信誉 • Data-driven insights: Use platform analytics and business advisors to target core audiences and identify category opportunities 数据驱动洞察：运用平台分析工具与商业顾问锁定核 心受众，发掘品类机遇 • Leverage platform initiatives: Participate in marketing events and utilise incentive programmes 善用平台活动：参与营销企划并活用激励计划 • Cultural relevance: Align store positioning and product offerings with consumer trends – gold, “healing jewellery,” minimalism and new Chinese styles 文化适配性：将店铺定位和产品布局，与消费趋势同 步——金饰、治愈系首饰、极简主义及新中式风格 Livestreaming at Jewellery & Gem ASIA Hong Kong 2025 2025寰亚盛会 | 六月香港珠宝首饰展览会現場進行的直播
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