Core Insights - The rise of live-streaming e-commerce in the Shenzhen Shui Bei jewelry market has transformed traditional business models, allowing individuals like Qiaoling to achieve significant sales and success [4][11][22] - The increasing gold prices have driven a new wave of interest in jewelry, with Shui Bei becoming a hotspot for e-commerce influencers and entrepreneurs [4][15][23] Group 1: Market Dynamics - The gold price in Shenzhen Shui Bei has recently surpassed 830 RMB per gram, contributing to a surge in consumer interest and sales [4][15] - The Shui Bei market has seen a total GMV exceeding 2 billion RMB daily, indicating a robust e-commerce environment [4][15] - The area hosts over 8,000 jewelry companies, accounting for approximately 50% of China's wholesale jewelry market [15][23] Group 2: Individual Success Stories - Qiaoling transitioned from foreign trade to become a successful jewelry live-streamer, amassing over 1.2 million followers and achieving monthly sales exceeding 100 million RMB [2][4][7] - Mengru, previously a television host, also found success in the jewelry e-commerce space, establishing her brand and gaining a following of over 150,000 on Douyin [9][10] - Designer Dashu moved to Shui Bei to leverage its supply chain, achieving significant sales during promotional events [10][11] Group 3: E-commerce Transformation - The traditional Shui Bei model involved B2B transactions, but live-streaming has shifted the focus to B2C, allowing influencers to sell directly to consumers at wholesale prices [11][13] - The live-streaming format has created a new "Shui Bei model," where influencers act as intermediaries, bypassing traditional retail channels [11][13] - The rapid growth of live-streaming e-commerce has led to a more professional and brand-focused approach in the industry [22][24] Group 4: Challenges and Future Directions - The jewelry e-commerce sector faces challenges such as price competition, content homogenization, and regulatory issues, which could hinder sustainable growth [24][30] - Experts suggest a shift from price competition to value creation, emphasizing the importance of cultural and technological integration in the jewelry market [25][30] - The industry is moving towards a more modern, high-end market, with initiatives aimed at digital transformation and enhancing brand value [22][28][30]
区动力 各地主播涌入深圳“淘金”,日均GMV破两亿元
Nan Fang Du Shi Bao·2025-09-11 01:11