With monthly sales of 500 million and surpassing Oriental Selection, what wealth code does Lao Zheng, who has only 850,000 fans, have mastered?

Have you ever heard of jade live streaming? How can you do jade live streaming well? Starting from Tik Tok jade live streaming, this article details the reasons for its popularity and shortcomings. It is recommended for students who want to understand Tik Tok operations.

Recently, a host of jadeite category has attracted attention.

@新疆和田玉老郑 surpassed 东方选 with a live broadcast GMV of over 500 million, ranking first on Douyin e-commerce live broadcaster list in May. The most surprising thing is that this anchor has only 850,000 fans, which is a big gap from @东方选's 30 million fans.

How did @新疆和田玉老郑 achieve such results? What are the characteristics of the jewelry track in the field of live streaming?

1. The civilian route is the key to attracting users

@新疆和田玉老郑's development can be described as steady growth. Last year, @新疆和田玉老郑 ranked second in Douyin's "Annual Jade and Jade Store List". This year, the account's ranking in the monthly list of live streamers has continued to rise. In February, the live streamer's sales volume ranked in the top ten, and in March and April, it successfully ranked in the top three. In May, it surpassed top live streamers such as @东方选 and @交个朋友 to top the list.

It is not difficult to see from the information of this account that Lao Zheng takes the civilian route. The profile on his account homepage reads "The purpose of our team is to make jade jewelry affordable, so that more people can understand jade, like jade, and be able to afford to wear jade."

Such an introduction lowers the user's psychological expectation of the price to a certain extent, thus arousing the user's interest. Lao Zheng also emphasizes the low price through short video content to attract users to stop and watch.

Usually before the broadcast begins, Lao Zheng will release 1-2 pre-show videos to show users the finished jewelry and jade products that will be available in the live broadcast room, and highlight the product prices on the video cover. Words such as "Jasper Dingdang Bracelet 52 seconds", "Jasper Ring 19.9 on the Car", "Jasper 18k Gourd 99", "Good Goods Less Than 100" often appear on the video cover.

Moreover, the styles that are recommended in the short video are mostly potential hot-selling styles with abundant inventory and high public acceptance in this live broadcast, and they emphasize cost-effectiveness. Judging from the feedback in the comment area, fans also have a high willingness to buy the products displayed.

This operation strategy has achieved certain results. According to the data from Heat Wave, the top three products in the live broadcast room of @新疆和田玉老郑 in the past thirty days are an 18k gold inlaid Hetian jade pendant priced at 69.9 yuan (various postage), a Hetian jade abacus bead priced at 199 yuan (approximately 16*12mm, various postage), and a Hetian jade bracelet of about 6mm priced at 50 yuan (various postage). Judging from the comprehensive sales volume and price, the lower-priced products are indeed more popular with users.

Image source: Screenshot of heat wave data

Although the low-price strategy can drive the popularity and traffic of the live broadcast room, it is not enough to support @新疆和田玉老郑直播间 to surpass @东方选 to top the list. Because the sales of the top three products combined are less than 2 million, which is obviously not the key to achieving sales of 100 million.

The real reason why @新疆和田玉老郑 topped the list is the high-priced products. According to the data from Relang, there are 143 products with a price higher than 10,000 yuan, 177 products with a price range of 5,000-10,000 yuan, and 475 products with a price range of 1,000-5,000 yuan.

These high-priced products have indeed supported the sales of the live broadcast room. Data shows that the product with the highest sales in the live broadcast room in the past 30 days is the Hetian Jade Jade Powder Green Round Bracelet (Diversity Hair) priced at 32,000 yuan, with 491 live broadcast sales and sales of 911,000 yuan. The second-ranked product in sales is the Hetian Jade Jade Bracelet (Diversity Hair) priced at 6,000 yuan, with 1,120 live broadcast sales and sales of 400,500 yuan. The third-ranked product in sales is a Hetian Jade Bracelet (Diversity Hair) priced at 9,999 yuan, with 400 live broadcast sales and sales of 4 million yuan.

Image source: Screenshot of heat wave data

It is worth mentioning that @新疆和田玉老郑’s products with a price range of 500-1000 yuan accounted for the highest sales volume in the live broadcast room, reaching 36.7%. It can be seen that products with high customer unit prices are the protagonists of this live broadcast room.

In general, @新疆和田玉老郑 attracted users' interest through low-priced goods, and high-priced goods accounted for the majority of sales, allowing the monthly sales of the live broadcast room to exceed 500 million.

2. “Reliable” personality promotes transactions

Jewelry and jade are relatively special because the average customer spending is relatively high. To facilitate transactions in live broadcasts, a certain level of trust needs to be established between users and the anchor. @新疆和田玉老郑 creates a reliable persona through short video content, and further enhances users' trust in him through high-frequency broadcasts, using high quality as a selling point to encourage users to place orders.

@新疆和田玉老郑 does not create a reliable persona through a few words, but shows users his daily work outside of live broadcasting through the camera. For example, in the video "Going to the market is also what Lao Zheng must do every day", the camera shows Lao Zheng using a flashlight to select products. In the comment area, some netizens said, "Real jade experts don't carry jade, they carry flashlights", "You look so cute when you work hard", etc., which invisibly increases his trustworthiness.

Image source: Tik Tok screenshot

In one of the live preview videos, the camera showed Lao Zheng's physical store, with a dazzling variety of goods, which inadvertently revealed Lao Zheng's strength and satisfied users' expectations for live broadcasts. Comments such as "If you have a chance, visit Lao Zheng's jade store and feel the feeling of being surrounded by jade" and "This formation must be seen every night" appeared in the video comment area.

Image source: Tik Tok screenshot

The reason why @新疆和田玉老郑 uses such a simple and clear way to create a professional and reliable persona may have something to do with the composition of his fans. According to the data from Relang, the account has 31.69% of users aged 31-40, 26.57% of users aged 41-50, and 30.2% of users aged 50 and above. The fans are generally older, and easy-to-understand content is easier to impress users than professional terms.

@新疆和田玉老郑 is also well aware of this. In his videos, topics such as "the battle between the poor and the rich", "noble people", and "laziness" are more in line with the content consumption preferences of the middle-aged group.

3. Is the jewelry and jade industry a good business?

Many users have a high degree of preference for jewelry and jade products, but have always been limited by the narrow purchasing channels. After the layers of price increases by agents, the prices are prohibitive.

The jewelry industry has reached a wider market through live streaming. For non-standard and non-essential products such as jewelry, real-time one-to-one display of goods through live streaming has reduced the difficulty of selecting goods, increased consumer trust, and improved the efficiency of consumer decision-making. All these favorable conditions have helped the jewelry industry to continue to develop through live streaming.

There are many accounts like @新疆和田玉老郑 in Douyin e-commerce, such as @云上器材, @言值珍选, @小魏总饰品 (takes you to visit the jewelry source wholesale market), @麦子家族 (Xinjiang Hetian Jade), etc. Although their fan base is not too high, they all have good sales data.

Of course, jewelry and jade live streaming is not as simple as it seems, because jewelry and jade are non-standard products, so many live streaming rooms choose to ship in a variety of ways, and the quality is difficult to guarantee. The entry threshold of jewelry and jade is high, and it is difficult for consumers to identify the quality of goods. It is common for live streaming rooms to display high-quality products but send low-quality goods to users, which limits the development of jewelry live streaming.

For example, although @新疆和田玉老郑 has achieved a relatively high sales volume, many negative reviews can be seen in the video comment area and various unboxing reviews. Looking through the comments section of @新疆和田玉老郑, comments like "Why is there a big difference between the video and the actual product I received? Can you adjust the lighting in the live broadcast room to be more realistic, so that others don't have to return or exchange the product all the time, which is troublesome for both parties?" and "The same gourd review said that the Run Cat's Eye is sparkling, why doesn't mine sparkle? I bought it and returned it, returned it and bought it again, and now I just want to take a look and I'm too lazy to place an order." Such comments are quite common, which shows that returns caused by the discrepancy between the actual product and the display are a problem in the jewelry and jade live broadcast room.

Image source: Tik Tok screenshot

There are even consumers who complained about the poor consumption experience in @新疆和田玉老郑's live broadcast room, "Why did the Hetian jade worth 10,000 yuan I bought for my mother receive a piece of junk worth more than 6,000 yuan! My dad was also blocked!" Some netizens used their own purchasing experiences to persuade users to consume rationally, "At the beginning, I trusted Lao Zheng very much and bought a lot of jade. However, the yellow mouth and jasper bracelets worth around 350 yuan had cracks, the flesh had a lot of crystal structures, and every bead of a jasper necklace had cracks. After returning a few orders because there was no freight insurance, I became much calmer. Diversified delivery means opening blind boxes, so be calm and consume rationally."

Overall, the live streaming sales method has indeed enabled jewelry and jade merchants to reach more users and improved consumers' decision-making efficiency. However, it is currently more difficult to guarantee the quality of online jewelry live streaming sales, which has also caused many consumers to still have doubts about purchasing jewelry online.

For @新疆和田玉老郑, although the monthly sales are very impressive, the negative reviews everywhere in the comment area are hard to ignore. How to improve consumer satisfaction is an urgent issue to be solved. For the platform, how to further ensure the user's consumption experience is also an important issue. There is still a long way to go for jewelry and jade live broadcast in the future.

Author: TopKlout

Source: WeChat public account "TopKlout (ID: TopKlout)"