Tianshan Observation 丨 Xinjiang Jewelry and Jade E -commerce live broadcast breakout

Tianshan.com reporter Yu Jiangyan intern Sa Renhua Zengchuan Fan

The "6 · 18" e -commerce promotion has just come to an end. The Xinjiang jewelry and jade industry seize the opportunity, and the unusual arms have become a dark horse.

Affected by the epidemic, it is difficult for offline physical stores to wait for more customers, and e -commerce live broadcast has opened a new world for Xinjiang jewelry and jade industry.

True is the anchor of Xinjiang Hetian Ziyu Store in the United States, selling Hetian jade live broadcast. Pomegranate/Xinjiang Daily reporter Yu Jiangyan from Jiang Yan

The live broadcast is the standard anchor threshold high

Discounts, price cuts, spikes, auctions ... On June 18th, in the Hua Ling International Jewelery and Jade Ceremony in Urumqi, a shop was broadcast live, selling jewelry and jade online.

Hua Ling Jade Castle is the largest jade trading market in the Northwest. At present, most of the shops here have transformed e -commerce live broadcasts. Reporters from the jade meteorite jade shop on the 4th floor saw that more than 200 square meters of stores were changed to a live broadcast room separated by intervals. On June 18th, more than 10 anchors were sold on platforms such as Taobao, Douyin, Kuaishou, Micro Shooting Hall, and Play.

"We involved in e -commerce live broadcast 4 years ago, and live broadcast for 21 hours a day. Now 90%of the store's operating income comes from e -commerce live broadcast." Wu Chunlin, the manager of the Yugu Pavilion Yupi Store, said that on June 18, they prepared hundreds of thousands of thousands of Yuan Hetian Yu and meteorite live sales, with a lot of income.

Through e -commerce live broadcast, the jade wares sold by Wu Chunlin's family were sold to Australia at most, and usually selling about a thousand yuan pendants, bracelets, ornaments, etc., occasionally selling Tens of thousands of yuan of Hetian jade accessories.

The reporter learned from Hua Ling Jade City that most of the current markets on the second, fourth and fifth floors of the market have opened e -commerce live broadcasts, and e -commerce live sale of jade has been standard.

On the 4th floor of Urumqi Zanlin Trading Co., Ltd., relying on physical stores, there is a live broadcast account of Sanyang Yiyi in Douyin. The anchor not only sells jade articles, but also lives in jade materials. "In recent years, e -commerce live sales have grown significantly, with an average of more than 50%per year." Gao Guanglin, general manager of the company.

Due to a large number of physical store transformation of e -commerce live broadcasts, the anchor talents are urgent. In Hua Ling Jade Castle, many stores have advertised advertisements for high -paying anchors. "Compared with other industries, the threshold for Hetian jade anchors is higher. The anchors will not only market marketing, but also understand the cultural knowledge of jade and appreciate Hetian jade. We have trained an anchor who knows Hetian jade seeds. "Gao Guanglin said.

Gao Guanglin, general manager of Urumqi Zanlin Trading Co., Ltd., sold Hetian Yu in the live broadcast. Pomegranate/Xinjiang Daily reporter Yu Jiangyan from Jiang Yan

Later, first to the jade artificial leadership

In the heyday of traditional e -commerce sales, Xinjiang dry fruits settled in the first place every year, but since the e -commerce live broadcast, this situation has gradually changed.

Urumqi High -tech Zone (New City) E -Commerce Industry Association released in May of Xinjiang Live E -commerce Big Data shows that among the top 10 rankings of Xinjiang's total sales among the two platforms: Douyin and Kuaishou, all of them are sold. Jewelry jewelry, the first -ranking "Jade Beauty Fifi" sales of 31 million yuan, the second -ranked "Xinjiang Meiyu is live broadcast" sales reached 119 million yuan. It reached 1.18 billion yuan.

Among the fast -handed platform, the top 9 of the top 10 sales in May are sold jewelry.

Xinjiang Hetian jade sales market is mainly concentrated in Urumqi and Hetian.

Compared with Urumqi, Hetian City has transformed into a larger scale for e -commerce live broadcasts. As early as 2019, Taobao signed a live broadcast base in Hetian Yudu City, opened 100 live broadcast rooms, and developed 500 anchors to sell Hetian jade.

At present, in Hetian City, not only the city of Hetian Yu, including Far East International Sky Street, selling Hetian jade. Every day, thousands of merchants and purchasing personnel are selling jade through platforms such as Taobao, Kuaishou, Douyin and other platforms.

The Hetian jade market, mainly based on the original stone trading, has also attracted a large number of live broadcast talents in Henan and Anhui to engage in Hetian jade purchasing. Some merchants or set up live teams by themselves, or specially supplied to purchasing live broadcasts, forming a relatively complete industrial chain. According to statistics, the annual e -commerce live transaction volume of Far East International Tianshang has reached hundreds of millions of yuan.

The Borneo's Borneo in Wushi is preferred to sell Hetian jade on Taobao live broadcast on Taobao since 2018. It took only two or three months to sprint to the second place. The monthly sales reached 5 million yuan. The first challenge of the jade industry store.

"This year's '6. 18', our goal is to complete the sales of 30 million yuan, and 10 anchors have been arranged to live broadcast." Hei Wei, the person in charge of Bornehua, said that the live broadcast of e -commerce live to Hetian Yu has brought unprecedented opportunities for new opportunities Essence

Standardize e -commerce live broadcast reinforcement content output

Hua Ling Jade Castle City 5th Floor Shanghu Yuwu Zhi was involved in e -commerce sales as early as 2016. "In the past, we have been doing sales of Xinjiang dried fruit e -commerce. In 2016, Taobao opened the e -commerce live broadcast permissions for the first batch of merchants with good results in dried fruit.

Hetian jade is the world's recognition of beautiful jade and a business card in Xinjiang. In fact, Chang Lin had the idea of ​​selling and Tian Yu through e -commerce sales as early as 10 years ago. However, due to the traditional e -commerce ranking rules, Hetian Yu could not sprint the ranks of hot sales. This idea can only be stranded. "Dried fruit can be divided into different portions and pieces to sell. The more the sales volume, the more the merchants rank, but each piece of Hetian jade is alone. There is no traffic and heat. "Chang Lin explained. After the e -commerce live broadcast was opened, Changlin immediately realized that in the selection suitable for Xinjiang e -commerce live broadcast, the next one must be Hetian jade. Therefore, in 2017, Changlin hurriedly rented a shop in Hua Ling Jade City and lived through e -commerce live broadcast live broadcast. Sales Hetian jade.

Driven by the live broadcast of Hetianyu e -commerce, Xinjiang merchants selling gold silk jade, strange stones, and meteorites now also "run" to embrace e -commerce live broadcast.

Fan Junqi, president of the Xinjiang Jewelery Chamber of Commerce, said that compared with traditional offline markets, e -commerce live broadcast has a wider advantage of the crowd. The development of e -commerce live broadcast for the development of the jewelry industry is an irreversible business trend at the moment.

Fuhai County and Karamay are the main origin of Jinshuyu. At present, in the Golden Silk jade trading market in Karamay and Fuhai County, merchants have also transformed e -commerce live broadcasts. The city that is rich in strange stones, farmers and craftsmen have also joined the live e -commerce camp to light up at the Stone Processing Base in Dannan Lake in Hami City every night.

What cannot be ignored is that with the growth of the volume of jewelry and jade in e -commerce live broadcast, the industry gradually shows signs of internal scrolls. Those sales of low -end products have become increasingly difficult to develop in the market. Start making "one hammer buying and selling" and selling fake goods. To this end, the Autonomous Region Market Supervision Bureau, the Consumer Association of the Autonomous Region, and the Hetian Market Supervision Bureau jointly issued a Hetian jade network transaction reminder: prevent transaction risk, beware of false publicity, inspection and appraisal certificate, etc.

At the Pingxuan Live Studio, the masters are selecting jade. Pomegranate/Xinjiang Daily reporter Yu Jiangyan from Jiang Yan

Nowadays, New Oriental ’s live broadcast platform Eastern selection fires are also refreshed by Xinjiang jewelry and jade industry merchants' cognition, allowing everyone to see the counterattack of knowledge with goods. As a high threshold, Hetian jade e -commerce live broadcast should be spread to the public.

"We have been inviting master jade carving masters to spread the knowledge of Hetian jade, and invite industry authoritative experts to explain the knowledge of He Tianyu." Sun Jianghong, the person in charge of the "De Dexuan" live account in Douyin, said that in the future, Heada E -commerce live broadcast, content and culture The output is the king.

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