The jewelry live broadcast room in 2024 is like the Yellow River Road in Shanghai in the 90s of the last century: unlimited business opportunities and heroes.
Take Dong Ge, the head anchor of cloud jewelry, as an example, in his live broadcast room, jewelry products are often sold out in seconds as soon as they are put on the shelves, which is no surprise to his fans.
Since surpassing the big anchors of all categories in August 2023 and once ranking among the top 1 on the Douyin platform, in recent times, Dongge has regularly entered the top of the monthly list of Douyin e-commerce talents: in the just-released March Douyin goods list, cloud jewelry once again ranked second with 328.1 million goods.
A jewelry vertical anchor with more than 5 million fans, and his e-commerce performance directly exceeds that of a group of super anchors in all categories, how did Dongge Jewelry on the Cloud do it?
The walk-and-broadcast scene experience makes it easy to buy jewelry in the world
Some people say that an anchor who can't be a "walk" is not a good anchor.
The promotion of the live broadcast mode of "walking broadcast" is related to Dong Ge, the founder of cloud jewelry.
Dongge's real name is Liu Chuandong, a native of Dazhou, Sichuan, born in the 95s, fans like to call him "Dongge", and he is the head anchor who has risen in the jewelry industry in recent years.
In an exclusive interview with "E-commerce Daily", Dong Ge revealed his little-known entrepreneurial experience in the early days: because his father has been making jewelry for more than 20 years, he has been very fond of jewelry since he was a child. After a year of "social education", Dong Ge realized that the cost of acquiring customers for traditional jewelry entities was too high and the benefits were too slow, so he returned to Shanwei, Guangdong Province to start a business with his partners, hoping to find greater opportunities in the jewelry market through Internet channels.
"At that time, short video live broadcasts such as YY and Huya were still mainly entertainment, and I was thinking, can I show and sell my products through these platforms?"
Since the end of 2015, Dongge has begun to test the waters of Internet e-commerce, and after trying a number of short video live broadcast platforms, he came to the Douyin platform in 2019 to live broadcast goods.
In June last year, Cloud Jewelry did two live broadcasts of jewelry in Shenzhen, with an average of more than 100,000 online people, and the 2-day live broadcast exceeded 280 million+ GMV, creating a number of jewelry industry records. It is also through these two live broadcasts that many people feel that the jewelry on the cloud is "on fire".
However, Dong Ge's reaction to the "explosion" of Cloud Jewelry and Dong Ge himself was relatively flat: "At what stage do I feel like I have exploded? Actually, I don't even know myself! I just keep doing my own thing." Being an internet celebrity has never been my goal. ”
This is an era of 360 lines, all of which are "rolling", cloud jewelry can stand out from the fiercely competitive market, and head anchors like Dongge can be recognized by fans from recognition to recognition.
In Dongge's own words, "walking" can be understood as a way of dynamic live broadcasting.
8 years ago, when Dong Ge took his mobile phone to try to select products in the jewelry source market, he probably didn't even think that merchants and consumers would be so recognized by the way of "going to broadcast", after all, for the jewelry industry at that time, e-commerce, live broadcast, and the Internet were really new.
Talking about why he wanted to adopt the "walk-and-broadcast" model at the beginning, Dongge said frankly: "The investment threshold for walk-out is relatively low, and the professional threshold is relatively high, which is more suitable for me in the early stage of entrepreneurship." ”
In the early days of the business, Dong Ge did not have much capital and team investment, but he had realized that the jewelry market at that time was uneven, and he had a thorough understanding of the quality of raw materials, process requirements, wholesale prices and so on of jewelry since he was a child, and he wanted to bring some new changes to the industry through his professional ability. In Dongge's view at that time, "going to broadcast" was undoubtedly the easiest way to connect the source merchants and consumers.
"Walking the broadcast, being able to get in touch with the real source, can let everyone see more things, than sitting in the live broadcast room and simply explaining the product, users have a higher degree of trust in the product and the anchor", Dong Ge said.
Of course, the out-of-the-circle broadcast mode of Dongge's live broadcast room is also related to Dongge's unique experience of restoring shopping Taobao: in the live broadcast, Dongge often incarnates as the "head of the group" of purchasing agents, constantly switching scenes and commodities through the path of "going to broadcast", and teaching everyone how to buy genuine jewelry through solid professional skills, which not only satisfies the curiosity of consumers, brings rich content experience and visual sensory impact, but more importantly, dispels fans' various online shopping concerns - the real market, The physical store, coupled with Dongge's professional explanation and the cost-effective price provided, can allow consumers to immerse themselves in it and find an immersive feeling, thereby improving consumer trust.
From the perspective of consumers, Dongge is no longer a "seller", but a "buyer" who stands with consumers.
Fans who are familiar with Dongge know that in the live broadcast, Dongge's main focus is a real state: "How I am in the live broadcast, what I am like in real life".
In real life, Brother Dong is very serious about his work, and his personality will be a little slower, and he is also like this in the presentation of live broadcast content: he likes to be more serious when selecting products, and will not change the style of the live broadcast in order to bring the goods himself, which is also one of the reasons why many people like him.
As a "sluggish" anchor who still doesn't know that he is "popular", unconsciously, Dongge's fans on Douyin have exceeded 5 million, many of whom are Dongge's "loyal fans". And it is these more than 5 million fans that have brought Dongge an impressive result of normalizing the average monthly turnover of more than hundreds of millions of yuan, and the stickiness between fans and Dongge can be seen.
In terms of interacting with fans, Dongge will often check the fan messages in the live broadcast room, keep abreast of the real needs of users, and match cost-effective products that meet the needs of fans: "Fans are more and more fond of my live broadcast, and the interaction with me is getting stronger and stronger, the core is how to find good products for them, I think the product is the core competitiveness, and the anchor is just the icing on the cake", Dongge concluded.
In the view of "E-commerce Daily", the immersive dynamic broadcast mode brought by Dongge's live broadcast room, on the one hand, professional anchors went deep into the source merchants and found the "good goods" on the product side; on the other hand, the anchors took fans to experience the real scene of the source market in the way of shopping and on-site purchase, and introduced and selected products with great quality-price ratio for fans through their own professional knowledge, which undoubtedly provided a new solution for the content form in the field of jewelry e-commerce, and also made it possible that "there is no jewelry in the world that is difficult to buy".
"We are not only selling goods, but also deeply cultivating the supply chain system of the industrial belt"
The willow branches obey the direction of the wind to flourish.
In 2019, the myth of live broadcast e-commerce was in the ascendant, although Douyin was still very "restrained" in terms of commercialization at that time, but Dong Ge and his team have seen the huge commercial value of Douyin, a huge traffic entrance.
Ketang, located in Shanwei, is one of the well-known jewelry industry belts in the industry, and it has naturally become an important position in the early stage of the Dongge team's entrepreneurship.
Ketang cloud jewelry warehouse
With excellent jewelry expertise and a popular broadcast model in the entire live broadcast circle, the business volume of the Dongge team continues to expand.
In May 2022, in order to embrace a larger market, Dongge came to Guangzhou. This is because Guangzhou is not only the provincial capital of Guangdong, but also the distribution center of the jewelry industry in the country. For the Dongge team, entering the source market is an inevitable choice for its live broadcast content to open up new possibilities.
This in itself means that at this time, the narrative structure of Dongge and Cloud Jewelry has changed from a single market to a national industrial belt distribution center, from improving its own services to relying on the industrial belt supply chain system to export ecological operation capabilities.
In terms of building the supply chain system of the industrial belt, cloud jewelry provides a full-link service from product selection to delivery to after-sales.
First, select a supplier.
Nowadays, the monthly transaction volume of cloud jewelry often exceeds 100 million, which represents the growing scale of suppliers, and how to select the most suitable suppliers for fans has become an important step for the company's business to go nationwide.
On the one hand, there are many suppliers of cloud jewelry, including the source supplier, and the company will distribute the needs of fans to the right suppliers; on the other hand, "the cloud also has its own standards", that is, to understand consumer preferences first, and then feedback the supply chain according to consumer preferences to select goods, these selection standards will be refined to each category, each product, each style to do, and only suppliers who meet the standards can cooperate with cloud jewelry. In this way, Cloud Jewelry quickly accumulated a group of high-quality jewelry suppliers.
Mr. Xiao, the person in charge of cloud jewelry products, also mentioned that in the selection of suppliers, on the one hand, cloud jewelry is "the essence of 100 schools in the market", and on the other hand, cloud jewelry also pre-empts the work that can be thought of and the expected situation for each product, so as to ensure that suppliers can calmly ensure production and quality.
Secondly, high-quality selection.
Dong Ge mentioned one point in an interview: jewelry is a non-standardized product and cannot be mass-produced. However, for these non-standard products, cloud jewelry has its own set of quality standards: before the broadcast, the product must go through the company's multi-layer screening and meet the requirements before it can be sold in the live broadcast room; Dongge finds that the product is not satisfied in the live broadcast room, and will cancel the broadcast, and the anchor has a veto on the quality; after the broadcast, after the quality control department has all the quality inspections, it will be sent to the Douyin base for quality inspection, and the testing agency will issue a certificate, and then the goods and the certificate will be sent to the consumers together; if there is feedback after the consumer receives the goods, the company will optimize and improve.
After such a "careful customs and attention at all levels", the quality of the products of the jewelry on the cloud has been better and better controlled in all aspects.
Also, after-sales solutions based on the core of the product.
The jewelry industry may be the most frequent and troublesome industry for after-sales service.
This is because, on the one hand, many people do not have a deep understanding of the category of jewelry, and there are many "blind spots" in product cognition, on the other hand, with the improvement of living standards, consumers' demand for jewelry products is becoming more and more personalized and diversified, which also poses challenges to the after-sales service of jewelry on the cloud.
"The core point of solving the after-sales service of jewelry on the cloud is the control of product quality: do not over-market for the purpose of promotion, and truly display product details, explain the origin, grade and other details through the live broadcast room without beauty, so that fans can reasonably expect it", coupled with Douyin base and other first-in-the-first services, 7-day no reason to return service, the background customer service will also provide relevant professional answers, and solve the user's doubts at any time, "The foundation of this series of practices can solve the after-sales problem", Dongge said.
As for the problem of fakes that many people in the jewelry industry are concerned about, cloud jewelry also has its own solution.
First of all, the selection staff of cloud jewelry are very experienced, and it is difficult for fakes to escape their "eyes" first; secondly, after the internal staff selects the products, they must also send the products to the Douyin quality inspection center for testing and certificates, and send one thing and one certificate to the user. In other words, cloud jewelry is responsible for the quality of the front-end, and the platform is responsible for the quality inspection of the back-end, and the two links are separated, so consumers don't have to worry about whether this thing is real or fake when they receive the goods.
In general, the full-link approach of cloud jewelry in product selection, delivery, and after-sales can be regarded as the industry-level standard of the jewelry live broadcast e-commerce industry: that is, the anchor himself is an expert in the jewelry field, and has proved the value of jewelry live broadcast with his own live broadcast efficiency, driving a large number of cooperative suppliers; Pain points such as unclear user needs, by deeply cultivating the supply chain of the industrial belt, we provide our own solutions.
As Dong Ge said: "We are not only selling goods, but also deeply cultivating the supply chain of the industrial belt."
In the data era, how big is the e-commerce blueprint for cloud jewelry?
If the traditional jewelry industry is driven by personal experience and channel control ability, then in the era of digital interconnection, the growth is driven by data capabilities.
The "2023-2028 China Jewelry Industry Supply and Demand Analysis and Development Prospect Research Report" released by the China Research Institute of Puhua Industry Research Institute has the following statement: jewelry enterprises through continuous improvement of online and offline omni-channel network construction, so as to establish a more convenient connection channel with consumers, to meet the shopping needs of consumers at any time to browse and experience physical experience to the greatest extent, forming a diversified, The new retail business form of multi-dimensionality and multi-touch points undoubtedly indicates a clear development direction for those jewelry companies that have become stronger and bigger.
Take cloud jewelry as an example, with the expansion of the company's business volume, the accumulation of cloud jewelry in data and industrial chain is becoming more and more profound.
For cloud jewelry, where online transactions have reached record highs, the next breakthrough may be the organic combination of online and offline.
Last year, Cloud Jewelry landed in Hualin International, a professional market for traditional jewelry and jade in Guangzhou, creating a new jewelry sales platform called "Hualin New e-Selection".
The significance of this action is not difficult to interpret: what cloud jewelry should do is not an individual Internet celebrity, nor an MCN, but a platform-based jewelry Internet technology company.
In this interview, "E-commerce Daily" also inspected the "Hualin New e-Selection" located in Liwan District, Guangzhou, and upgraded from a traditional market stall to a modern trading platform, providing a combination of online and offline scenarios for the broadcast model to connect source merchants and consumers, which makes people feel refreshing - after all, people have been aiming for the goal of "creating a one-stop global jewelry selection city" from the beginning.
At the end of the interview, Dong Ge also made a clear plan for his future: I want to do something more challenging in the future, such as the clothing track related to jewelry, and slowly combine jewelry and fashion.
Looking forward to the future, as the world's largest jewelry processing and jewelry consumer, in recent years, the domestic jewelry market in mainland China has shown an upward trend, and the development potential of the jewelry industry is far from exploding.
Author | E-commerce Jun