Due to the uneven quality of jewelry on the live broadcast, most of the jewelry received by customers does not match the real thing, so it is inevitable to return it. Besides quality, high-quality jewelry is impossible to sell on the live broadcast platform. First, the purchasing power is limited, and second, jewelry, a luxury, is a question mark in customers' minds. So gems are not easy to sell on the live broadcast. Third, the jewelry sold live must be attractive enough. Jewelry is worth a penny. If the price is low enough, the quality will inevitably decline. This is also the reason why the return rate is high.