Reporter | Huang Shan Zhou Fangying
Edit | Lou Shuqin
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The development of live e-commerce so far, to say that the most hospitable live broadcast room, I am afraid that it can not go around the "emerald live room". As soon as consumers enter the live broadcast room, they will be enthusiastically shouted by the anchor to call out their names, and at the same time explain the "game rules" of the low-cost second sale in the live broadcast room.
"Jade Live" sells jadeite jewelry and also sells jadeite rough. The anchor enthusiastically calls fans "big brother", "brother", and sometimes there is a dramatic bargaining process. Consumers were very enthusiastic about this, and after competing for a price increase, jadeite finally spent the highest bidder.
However, fans think that the jadeite grabbed in the live broadcast room is a treasure, but in fact, it is an inferior product sold after the anchor has played the "let profit" routine. In 2022, the "CCTV 315 Evening Party" exposed a number of "jade live broadcast rooms" set up in the middle of the live broadcast, which seems to be a "concession" for consumers, but in fact, consumers bought jadeite goods with a very low purchase price at a high price, and they were also deeply involved in it without knowing it.
Routine 1: Factory direct sales "leakage", in fact, the purchase price is extremely low
The first jadeite live broadcast room that was exposed was the "Yongde Xiang Jade Live Broadcast Room", which has three live broadcast rooms under the company, and starts to broadcast live for eight consecutive hours every night at 7 o'clock. In the process of live broadcasting, the anchor constantly shouted about his factory direct sales identity and price advantage, emphasized that the manufacturer posted money to sell "jadeite", and also called this behavior "leakage".
In this process, in order to win the trust of fans in the live broadcast room, the anchor must strive to sell the fabricated "human design". For example, there is an anchor who has made himself a veteran expert in the jade industry, but in fact he has mainly sold counterfeit gold products before.
The market director of Yongde Xiang Jade Live Broadcast said in a secret interview with CCTV that he successfully created a personal setting to make others believe that everything can be sold, and a piece of can be sold.
In fact, the final sale price of jadeite jewelry sold in the live broadcast room is at least double the "receiving price". And these jadeite under the banner of "high goods and low sales" are actually partly from Guatemala, which is "jadeite dangerous material", with poor quality and the price is only about one-tenth of the better quality Myanmar jadeite.
According to the Tianyancha App, the enterprise involved, Yongde Xiang Jade Shop, was established in November 2013, and the operator Guo Guoying, whose business scope includes wholesale and retail: jade; jade pendant design services; sales: calligraphy and paintings, antiques, works of art, etc. According to the company's 2020 annual report data, its number of employees is only 2.
Routine 2: The owner and anchor sing the "purchasing" double reed in the live broadcast room
The practice of this kind of live broadcast room is to invite the jade cargo owner to the live broadcast room, and the anchor will bargain with the owner for the fans in the live broadcast room. This bargaining process is usually extremely intense and "hot-blooded", and the anchors are hoarsely bargaining at the owner of the goods, and even finally force the completion of the transaction without the consent of the owner of the goods, and the owner of the goods is very reluctant to "barely sell".
But in fact, this bargaining process is a double reed sung by the owner and the anchor. Behind the live broadcast room, the communication between the owner and the anchor is done by a set of "code" code words: the owner enters the base price behind each "code" on the calculator, and the anchor starts to bargain for the corresponding jadeite product from the high price.
The jadeite live broadcast room involved is "Shi Li Pai", which belongs to Shi Li Pai, a large live broadcasting enterprise headquartered in Sihui, Zhaoqing, Guangdong Province. Shilipai has three live broadcast bases, with a total of more than 600 employees and more than 100 Internet celebrity anchors. According to the Tianyan Cha App, Shi Lipai claims to "let the world not buy expensive jewelry", and takes this as the purpose of the brand's convenient service, and strictly implements it.
CCTV 315 evening clip
CCTV 315 Gala Clip Routine 3: Falsely claimed to be live-streaming purchasing in Myanmar and the China-Myanmar border
Some of the companies involved even lied about the live purchase of jadeite in Myanmar or the border between China and Myanmar.
The "Chengze Myanmar Jade Live Broadcast Room" registered in Kunming, Yunnan Province, claims that the live broadcast room is located in "Myanmar", but it is actually carried out in an office building in Kunming, Yunnan. When the CCTV reporter secretly visited, he found that the company involved had created a Burmese jadeite trading site in the office building, and the booth was introduced in Burmese. The anchor and the owner of the goods spoke a few non-standard Burmese in the live broadcast room, and directed themselves to perform a live broadcast of the purchasing scene.
The "Myanmar Border Emerald Rough" live broadcast room claimed to be "risking his life" to conduct live transactions at the China-Myanmar border. Live broadcasting is usually carried out on the night of the dark wind in the moon, and the anchor and the cargo owner are in the so-called "China-Myanmar border" joint where they can't see five fingers, and after the on-site inspection, they begin to bargain for the consumers in the live broadcast room.
A so-called "jadeite rough" with a price of 2 million yuan was finally discounted to 190,000 yuan by the anchor. Immediately after, the anchor also followed the owner to a nearby piece of land to "dig for treasure" and dig out a bag of so-called "jadeite rough". In order to grab the pair of "gems" for the fans in the live broadcast room, the anchor also fought with the cargo owner and tied the cargo owner's entourage to the tree.
Interface fashion saw that Chengze Jade Taobao live broadcast room currently has more than 370,000 fans. According to the Tianyancha App, "Chengze Myanmar Jade Live Broadcast Room" belongs to the enterprise involved, Yunnan Chengze Jewelry Co., Ltd., which is said to have been founded in 2014 by jiang Kunpeng, a senior jewelry expert.
Public information shows that Yunnan Chengze Jewelry has become the largest and most popular online jewelry brand on Taobao Tmall by 2019 at a rate of 200% development at an annual development rate of 2018. Between 2019 and 2020, it also became the first place in the live broadcast of Taobao Tmall jewelry brand. However, the company was deregistered in November 2021.
According to the "2021 China Jade industry consumption white paper" jointly released by the Zhuang Jade Brand and the China Jewelry and Jade Jewelry Industry Association, gold occupies the first place in the jewelry consumer goods category with more than half of the market share. But jadeite jade has surpassed diamonds to become the second largest consumer jewelry category.
At the same time, jadeite consumption shows a trend of rejuvenation. According to the aforementioned report, consumers aged 25 to 34 are the main force in jadeite purchases. The high acceptance of digitalization by young consumers and the development of the online economy spawned by the epidemic have promoted the steady growth of the scale of jadeite online transactions. According to the report, the GMV of Jadeite Online is expected to reach 250 billion yuan in 2021, up 8.7% year-on-year. Jadeite transactions in short video and live e-commerce channels account for more than half of the total GMV in the online market. 92% of jadeite source distribution centers have laid out live e-commerce.