The "No. 1" of Douyin, who made 800 million yuan and surpassed Brother Yang, appeared

Who is the person who can bring goods the most on TikTok?

Some people say it is the Oriental Selection, while others think it is the Brother Yang. These two heads ranked second and third in the Douyin rankings in August.

The sales ranked first are more than the sales of the two well-known anchors above...

01

800 million GMV, Douyin’s “No. 1” has changed hands again

In the recently released Douyin live streaming list in August, a "new face" beat Oriental Selection and Xiao Yang Ge to win the sales championship.

It is "jewelry on the cloud" .

Compared with Brother Xiao Yang and Oriental Selection, Yunshang Jewelry is far less famous than the former.

But it only relied on 3.8 million fans, which leveraged a full 800 million GMV in mid-August. The monthly sales of Oriental Selection and Brother Xiao Yang were only 450 million yuan and 310 million yuan, and the combined sales of both failed to surpass this dark horse.

Image source: Whip the whip the sage

Why can this jewelry on the cloud jump up?

Yunshang Jewelry, as the name suggests, is a merchant perpendicular to the jewelry category. Usually, the average customer price of jewelry products is relatively high, but Yunshang Jewelry is not ordinary.

When I opened the window, I found that the average customer price of Yunshang Jewelry ranged from 16 yuan to several thousand yuan, and there were also several products worth 10,000 to 20,000 yuan. From the perspective of price, Yunshang Jewelry has almost radiated to all levels of the mid- and low-end ones.

The price of several items of hot-selling products is within 100 yuan, and the sales volume reaches 1-8,000 pieces. Some products worth 1-200 yuan also have hundreds of sales.

The products are cheap and the categories are popular, which may be one of the advantages of Yunshang jewelry.

Unlike other live broadcast rooms, the cloud jewelry is playing the route of broadcasting. That is, the anchor "Brother Dong" was shopping in the jewelry source market while live streaming the explanation, presenting jewelry items to consumers, focusing on immersiveness.

At the same time, "Brother Dong" also restored the core part of the market - bargaining .

"If we can't get it done, let's get up."

"Eighty-five blood studs, seventy-five one"

"It's a bit embarrassing. You think about it first, go and see the next one."

Whenever the merchant is unwilling to bargain, "Brother Dong" will go directly to the next company. Whether it is a routine or not, at first glance, it is indeed thinking about fans.

The jewelry industry has the characteristics of low sales and high profits. Generally speaking, it is a poor information. The industry has certain thresholds and is difficult for consumers to distinguish.

Judging from the August list, Yunshang Jewelry has leveraged 800 million sales with sales of more than 4 million pieces, surpassing the second-place Oriental Selection.

Therefore, from the data alone, the profit margin of the jewelry industry is indeed larger than that of the general category.

02

Behind the high data is a 90% return rate

The jewelry category on Douyin is not as bright and beautiful as the surface.

In July, a #TikTok Jewelry Return Rate of 90%# rose to the top of Weibo's hot searches.

The cause was that some jewelry merchants said, "The jewellery industry in TikTok has been ruined by 618, and the return rate has soared by more than 90%. There are all reasons for applying for return."

Once the news fermented, many consumers began to complain that "the jewelry industry is too deep."

But even so, it cannot withstand the online "jewelry consumption trend".

According to data, the total online jewelry sales in 2022 were approximately RMB 235 billion, a year-on-year increase of 27%, accounting for more than one-third of the total sales.

The surge in online data has given more opportunities for non-standard jewelry to approach consumers.

In the new Douyin list in July, jewelry merchants completed a collective "dominant list". The top 10 occupies five seats and ranks the top three.

These "jewelry tycoons" are simply a slim compared to Oriental Selection in terms of fan size.

The combination of live broadcast + jewelry has minus the original opaque links in the jewelry market, allowing consumers who do not understand jewelry to buy good products.

The rise of online jewelry has also allowed Douyin to see another commercial value.

From emerging e-commerce to mature, e-commerce live broadcast ushered in the second half. After Douyin's daily active users exceeded 600 million, it also encountered an incremental bottleneck.

If we want to shine for the second time in the stock market, we must bypass the top anchors and create a more diversified live broadcast ecosystem - allowing mid- and mid-level anchors to flourish .

Compared with those top anchors, when encountering bottlenecks in a platform, they will try every means to dig out the second growth line and lead traffic out of external stations.

The mid-level anchors will rely more on the official support of the platform. In the long run, this is a mutually beneficial choice between the platform and the merchant.

03

Hidden dangers are particularly lies, and the industry's benchmark road is difficult to follow

It may not be that simple for Douyin to support jewelry e-commerce.

Those clichés are issues that Douyin needs to solve at the moment.

First of all, the quality of jewelry . For ordinary consumers, they cannot tell the authenticity of the material at all. Even if they spend thousands or tens of thousands of yuan, they may not guarantee that the jewelry they purchased is real.

Some people may think that when buying products, you can go to relevant institutions to verify the authenticity. But this undoubtedly increases the additional costs for consumers and is not conducive to the development of the entire industry.

Although Douyin has a quality inspection center that can ensure the authenticity of the product, you should know that in addition to the material, jewelry also has the advantages and disadvantages of craftsmanship. At this point, there are almost no absolute standards, and consumers can only make judgments based on the anchor’s explanation or their own aesthetics.

The second is the poor live broadcast information . There are two parts covered here: one is visual fraud, and the other is that anchors and suppliers "sing double acts".

Visually, jewelry will show a different texture under different light sources. I believe that people who often visit offline jewelry stores can understand this. Many jewelry is bright and beautiful in the window, and once you buy it, it is completely different. This is why the return rate in the jewelry industry is so high.

"Singing double acts" is a "traditional craft" in the live broadcast routine. There are live broadcasts selling miserable fans, and then there are live broadcast rooms that PK to cheat. Especially in the jewelry industry, once the words "ex-factory price" and "loss price" are used, and some industry terms are added, it is easy to force orders to succeed.

Therefore, the seemingly prosperous online jewelry industry still has many loopholes that need to be filled by the platform and industry.

Although this road is full of thorns, the more difficult the path is, it will often bring great wealth and achievements to the first person who leaves his footprint!