编辑 | 侯恬 谁能想到，这位曾经在抖音首秀翻车的富婆，如今仰仗在小红书上那场"大杀四方"的直播，单场卖出了超过1.6亿元的成交额。向太这一成绩跟章小蕙、 董洁一起位居小红书"带货女王"的前三甲。 这次，向太换了副面孔，不再叫卖廉价面膜，而是兜售单价数十万的高级珠宝。而奇怪的是，从直播渗透率上看，淘宝、抖音早就跑出了头部主播，向太 为什么还能杀出一条路？和卖口红、卖洗衣液相比，珠宝直播带货多少有些"玄学"的成分，其仰仗的是对主播的信任感。 作为"富婆"，向太天然具有带货优势，她终于找到了与自身豪门人设完美契合的赛道。同时，这也是小红书电商差异化战略的一次胜利。 富婆带货的正确打开方式 本次直播，向太主要做的是新年珠宝专场，品类涉及彩宝、珍珠、玉石，售价动辄几万甚至几十万。据其中一个品牌方静玥翡翡翠透露，本次向太直播 GMV高达1.6亿元。这个成绩，跻入了小红书女明星带货榜前三，与董洁和章小蕙一个量级。 而之前，向太的直播带货之路并没有广受用户认可，一路磕磕绊绊走过不少弯路。 2022年年底，向太开启直播之路，但在推荐食品、护肤品等商品时，向太多次拒绝试吃或试用，甚至对部分产品表现出嫌弃，被网友认为看不起产品和 ...

Core Insights - The article narrates the story of Kelly, who transitioned from a wealthy lifestyle to financial struggles, paralleling the character Caroline from the TV show "2 Broke Girls" [2][25] - It highlights the impact of economic downturns and poor investment decisions on personal finances, particularly in the luxury goods market [20][24] Group 1: Personal Financial Journey - Kelly's family once had a monthly expenditure exceeding 1 million yuan, which drastically reduced to just over 10,000 yuan as their financial situation worsened [4][24] - To support her family, Kelly began selling her luxury items, generating 1.07 million yuan from recent sales alone [5][24] - The article emphasizes the emotional and financial toll of transitioning from a lavish lifestyle to a more modest one, with Kelly reflecting on her past spending habits [25] Group 2: Luxury Goods Market - Kelly's experience illustrates the depreciation of luxury items, with many sold at a fraction of their original prices, often at 10-20% of their retail value [9][11] - The resale value of luxury goods varies significantly, with Hermes items retaining higher value compared to other brands, influenced by market trends [11][9] - Kelly's past purchases, such as an 800,000 yuan jade bracelet, were sold for only 80,000 yuan, highlighting the risks associated with luxury investments [14][11] Group 3: Investment Decisions and Consequences - Kelly's family invested over 1 billion yuan in a tourism project that ultimately failed due to poor market conditions and management decisions [20][21] - The family's decision to reject a buyout offer of 400-600 million yuan in 2019 is now viewed as a significant mistake, as the project has not recovered [23][24] - The article underscores the importance of market research and adaptability in investment strategies, particularly in the real estate sector [22][23]