The core data of this paper: online business income of jewelry enterprises, sales of major brands of e-commerce, market size of live e-commerce, live influence of major brands, etc.
Jewelry e-commerce in China has a history of more than ten years. With the increasingly fierce competition in the industry and the further strengthening of industry norms, coupled with the rise of live e-commerce in recent years, the development environment of domestic e-commerce is improving, and more jewelry companies are beginning to lay out online business. The Chinese jewelry industry is entering a new stage of development.
Increase in operating income of online channels
The global outbreak of COVID-19 in 2020 has accelerated the online trend of retail industry, and jewelry industry is no exception. 20 18-2020, the online channel operating income of major listed jewelry enterprises in China continued to grow, reaching 71120,000 yuan in 2020, with a growth rate of 17.7%, a substantial increase over the previous year.
Note: Only the famous A-share and Hong Kong-listed jewellery companies announced by China Insurance Association at the end of 2020 are counted, including 9 A-shares and 7 Hong Kong-listed jewellery companies. Among them, Eldi, Lao Fengxiang, Yuyuan, Xie Ruilin, Jingfu Group and Hong Kong Resources Holdings have not separately announced the scale of online jewelry business and will not be counted; Chaohongji only counts the revenue of third-party online platform business because online self-operated business and offline business intersect.
With the vigorous development of jewelry e-commerce, major brands have entered the e-commerce business, set up flagship stores on Taobao, JD.COM and other platforms, set up self-operated e-commerce websites, and entered WeChat Mall. Specific to each brand, in 2020, Chow Tai Fook's sales revenue in the mainland e-commerce channel of 262 1 100 million yuan is far ahead, and the operating income of e-commerce business accounts for 4.2% of its total revenue. Zhou Shengsheng and Zhou Dasheng, ranked second and third respectively, account for 13.35% and 19. 10% of online business, and will further increase in the future.
A live broadcast of rapidly rising commodities.
The rapid development of e-commerce industry also makes online live e-commerce rise rapidly in China and become a new outlet. As a new sales method, live e-commerce allows online celebrities, professional anchors, stars, etc. to explain products live on Tik Tok, Taobao, Aauto and other platforms more quickly. On the one hand, it narrows the distance between buyers and products and attracts fans to watch and buy; On the other hand, through promotions, discounts and coupons, the price is lower than usual, thus attracting more consumers to place orders.
According to the data, the scale of the live e-commerce market in China has exploded from 20 17 to 2020, from1900 million yuan to 96 10/000 million yuan in 2020, an increase of nearly 50 times. It is estimated that in 2023, the scale of China live e-commerce market will reach 654.38+065.94 billion yuan.
In addition, according to the fruit set data, in 2020, jewelry accessories ranked sixth, accounting for 6.5%; The number of shelves is about 50 million-65.438 billion, ranking second, second only to the number of shelves for men and women.
Note: The statistical platforms include Taobao Live, Tik Tok and Aauto, which only count the sales data of the products put by the live anchors.
According to the ranking of influence, among the major jewelry brands in 2020, Zhou Dasheng has the strongest influence on live broadcast, with an influence index of 84.6438+03. Zakaly, Chow Tai Fook, Swarovski and China Gold are other brands with more than 80% influence, and their comprehensive strength is among the best in terms of listing times, live broadcast times, live broadcast sales and live broadcast sales.
To sum up, China's jewelry industry conforms to the general trend of online retail, and the operating income of online channel business has increased substantially in recent years; The live broadcast business with goods has risen rapidly, and jewelry ranks sixth in all kinds of live broadcasts, ranking second in the number of shelves; Specific to major brands, online businesses such as Chow Tai Fook, Zhou Shengsheng and Zhou Dasheng are particularly prominent.