Core Insights - The recent fluctuations in international gold prices have led to a surge in gold consumption, particularly during the recent holiday season, with significant increases in sales for jewelry and investment gold products [1][3] - The integration of online and offline sales strategies by jewelry brands has enhanced customer engagement and sales performance, leveraging platforms like Douyin for live streaming and promotions [2][3] Group 1: Sales Performance - During the National Day and Mid-Autumn Festival, the sales of jewelry and accessories on Douyin's platform saw a year-on-year increase of 52% [1] - Sales of investment gold products from August to October experienced a remarkable month-on-month growth of 264% [1] Group 2: Consumer Engagement - The holiday season and rising gold prices have fueled consumer enthusiasm for purchases, with festive gifting and seasonal upgrades driving demand [1] - Jewelry brands have utilized live streaming to create a virtual shopping experience, attracting high traffic to their online stores and promoting investment gold products [1] Group 3: Marketing Strategies - Brands like Mengjinyuan, China Jewelry, Jindexin, and Mingpai Jewelry have effectively transitioned the traditional gold shopping experience to mobile platforms through live streaming [1] - The introduction of themed live broadcasts around seasonal events and promotional offers has created a vibrant shopping atmosphere, enhancing consumer interaction and decision-making [1][3] Group 4: Online and Offline Integration - Jewelry brands are increasingly focusing on the online model through Douyin, establishing a seamless "online stocking + offline redemption" sales chain [2][3] - Douyin's management has indicated ongoing efforts to optimize content and product offerings to help merchants accurately reach target customers and enhance the shopping experience [3]