Workflow
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 01:34

Core Insights - The rise of live-streaming e-commerce in the Shenzhen Shui Bei jewelry market has transformed traditional sales models, allowing individuals like Qiao Ling to achieve significant sales success, with her accounts generating over 1 billion yuan in sales over four months [1][3][4] - The increasing gold prices have fueled a new wave of "gold rush" among e-commerce influencers, leading to a shift from a chaotic initial phase to a more professional and brand-focused market [2][10] - Shui Bei has evolved from a wholesale hub to a new model where live-streamers act as intermediaries, selling directly to consumers at wholesale prices, thus bypassing traditional retail channels [7][8] Market Dynamics - The average daily GMV at the Shui Bei Ge Xuan operation center has surpassed 200 million yuan, indicating a robust growth in the live-streaming e-commerce sector [8] - The Shui Bei area hosts over 8,000 jewelry companies, generating annual revenues exceeding 120 billion yuan, accounting for about 50% of China's jewelry wholesale market [7][11] - The transition to live-streaming has allowed Shui Bei to complete a shift from B2B to B2C, establishing itself as a leading hub for jewelry live-streaming in the country [11] Influencer Strategies - Influencers like Qiao Ling utilize strategies such as rapid product turnover and low-price promotions to attract viewers, creating a sense of urgency and trust [9] - The content presented by influencers is increasingly focused on cultural narratives and emotional connections, appealing to younger consumers who prioritize personal expression and storytelling [10][14] - The market is witnessing a trend where influencers are encouraged to develop their unique brand identities and narratives, moving beyond mere product sales to create emotional resonance with their audience [14][15] Industry Challenges and Future Directions - The jewelry e-commerce sector faces challenges such as price wars, content homogenization, and quality disputes, which hinder sustainable growth [11][12] - Experts suggest a shift from a price-driven model to one focused on value creation, emphasizing the importance of cultural and technological integration in product offerings [12][15] - The industry is encouraged to foster collaboration among government, platforms, associations, and businesses to establish standards and promote healthy competition [12][15]