/ Chaowen/Guangzhou, Aug 01, 2022 -- "You must wear a plain color cheongsam, because the necklace is already very beautiful." On July 26, in the old temple Tmall studio, star Sun Li carefully holding the old temple Jiangnan Happy Yun series fritillion gold necklace introduction. Sun Li's appearance, let the old temple broadcast room a lively. Some of the post-1995 generation who watched the live broadcast wrote on the bullet screen, "Legend of Zhen Huan comes back to me in my dream."
Young people's gold consumption craze is not just online. On the same day, the offline exhibition hall of Tmall Gold Super Category Day was packed in Hangzhou Qinhuangli. If you are optimistic about Xinyi style, you can place an order in the Tmall flagship store, and young people's gold consumption boom gradually rises online.
Wang Chao never thought that one day he would be fascinated by these dazzling gold ornaments, such as ancient gold rings inlaid with pearls, pure gold bracelets with plain loops, and pure gold pendants in feather patterns... Under the new industry tuyere, the traditional gold jewelry burst into new vitality, attracting a large number of post-1995 generation like Wang Chao. Wang tried out the style and placed an order on Tmall. Then she walked out of the store satisfied and waited for the "golden package" to arrive.
It is worth noting that a special "gold recovery zone" has been set up at the site of this gold Category Day activity. It is reported that gold will be recovered at a price 1 yuan lower than the gold price of Shanghai Gold Exchange. Consumers can cash in this form and then buy their favorite gold jewelry.
Before the Chinese Valentine's Day, Tmall will hold a gold Super category day, which will attract 11 well-known jewelry and gold brands including Chow Tai Fook, Chow Tai Sang, Lao Miao, Six Fook Jewelry, Chao Hong, Ming Brand, Mancaron and MONOLOGUE to participate in the offline activity, and gather many well-known jewelry brands in China to participate in the online activity. With the help of this category day, the brand hopes to tell all consumers that gold has already evolved from a single item of marriage and financial management into a fashionable wearable, and the key factor triggering this fashion change is design. At the same time, the brand will inject more cultural value into gold jewelry, which further ignites consumers' enthusiasm for gold.Young people hoard gold.
< P > "Young people do not know the fragrance of gold, now the more they buy the more addicted." In recent years, buying gold has become a new trend of consumption among young people.
In the young active little red book, search keyword "gold", there are more than 5.38 million grass notes. "2021 China Gold and Jewelry Consumption Survey White Paper" also shows that the current consumer group, 25 to 35 years old account for 75%, young people have become the main force of gold consumption.
Benefiting from the rise of new e-commerce methods such as live streaming, young people are different from their parents in their attitude of hoarding money: they are generally willing to share and grow grass products on social platforms, and place orders in interactive trading venues such as live broadcasting rooms. On May 20 this year, Ma Chaoxian, the third-generation heir of Linchao Gold in Lanzhou, opened his store's livestream to find that 120 blind Huaxen gold rings had been snapped up within two seconds of going on sale, and consumers had to wait four months to get the finished products. Many buyers said they were willing to wait for the chance to wear the original ring.Live streaming has boosted the online process of the gold and jewelry industry, and also made merchants start to re-examine this wave of high potential users and "invest in their interests".
On the social platform, some netizens shared their experience of storing "milk tea gold bars" and "gold Xiaolongbao" in the Tmall Chow Tai Fook broadcast room. "The acrylic shell outside has dazzling effect, the overall shape is too cute, I can play with this cup of milk tea for a lifetime."
In response, Wong Jun-ting, general manager of smart retail and e-commerce at Chow Tai Fook, said that they will pay attention to young people's changing interests, such as combining the fun element with gold, such as dried rice man, bubble tea gold bars, gold dumplings three-piece set and other popular products among young people.
The World Online Business found that this generation of young people's understanding of gold is changing, in their concept of fun and fashion ahead of investment, many entry-level gold jewelry due to low unit prices, have become a daily consumer goods to reward themselves after paychecks.
Pay for design and feelings
Behind the "gold hoarding fever" among young people, traditional gold brands have started a great change of the youth. According to the consumption demand of young people, Tmall and the brand have an insight into the industry trend.
Three dominant trends have emerged in the gold category this year: new materials, new designs and new processes. "The World Online Business" found that most of the merchants around these three trends to innovate on the product side.
First, the new material. Gold and all kinds of new material inspiration mix gold, become the current gold industry new popular game.
A "feather pendant" by Chow Sang Sang once became a traffic password for some bloggers. The combination of gold feathers and delicate pearls brings direct visual impact. Pearls dilute the luxury of gold and add a sense of light luxury. Chow Sang Sang's Palace Museum culture series, in which lapis lazuli is added to gold bracelets in the shape of the Palace Museum buildings, has caused a lot of discussion among young people on social media.
Data show that on Tmall, most consumers of "inspiration mix gold" are young people, among which, the turnover of young people under 30 years old has increased by more than 110%.
Second is the new process. The exploration of new technology has made gold, an ancient ornament, get rid of the stereotype of "rustic".
In 2021, Chow Tai Sheng launched the "Extraordinary Ancient Gold" series with cultural inheritance. This year, together with National Treasure, they will draw typical elements and symbols from the Palace Museum, Nanjing Museum, Gansu Province Museum and other national treasure treasuaries to launch ancient gold ornaments, focusing on the three major themes of "charm of the country", "celebration of the home" and "artifact". Recast cultural classics. For example, Zhou Dasheng drew inspiration from the Northern Song Dynasty's Map of A Thousand Li of Rivers and Mountains and Sanxingdui, and introduced ancient gold ornaments, which triggered people's thinking on the aesthetics of the national style.
On Tmall, as a major trend, the growth of ancient gold fashion track is obvious. Data shows that the growth of young people under 30 years old to buy ancient gold is over 191%, and that of buying 5G gold is over 652%.
Then there is the new design. With the "fashionable language" of young people to do design, for the gold industry circle a lot of fans.
Chow Tai Fook by the gold category Day and Jay Chou released new songs, PHANTACI co-branded ING series again to take advantage of marketing, set off a new wave of IP.In addition to the continuous exploration of the brand itself on the design road, cross-border co-branding with IP is also the key to improve the brand design power, products with the help of IP design language can touch people's itch more than traditional gold jewelry.
Tianyu Online Business found that not only Chow Sang Sang, Chow Tai Sang, Chow Tai Fook and other established merchants who have been working on Tmall for many years have found passwords to lock young people's interests, but also many new brands showed their vitality on the Tmall Gold Super Category Day. Tmall feeds merchants with innovative products through the consumption portrait and trend track brought by the data side, so that merchants can be more targeted.
Make force content, gold jewelry can be in the future
As an industry with high innovation threshold, now, gold brands are thinking about their new story.
In Tao, short video play has become an important operation strategy for many Tmall merchants in promoting new products and popular products. Video language can clearly show the product details and wear effect, not only allowing consumers to have a better shopping experience, but also promoting the outbreak of business.
In 2019, Lin Chao released her first gold production video on the short video platform, which gained tens of thousands of followers overnight. Now, it has reached one million. In each video, Ma Chaoxian, as the "shopkeeper", will introduce the history of the brand, introduce the process, and take you to appreciate the charm of handmade gold. These short videos are fermented by browsing, little red books and other kinds of grass, bringing huge traffic to Lin Chao.Ma Chaoxian said, Lin Chaotian cat shop has sold a number of high customer unit price goods, there is a custom 200,000 handmade silk inlaid gold bracelet was bought, the deposit will be 140,000. For consumers, such gold ornaments are not only exquisite crafts, but also a feeling.
Not only Lin Chao, Chow Tai Fook is also slowly telling a new story of its own. On Tmall, Chow Tai Fook has found more interest circles about young people and unlocked a new bridge to communicate with young users -- digital collections. Chow Tai Fook cooperated with Tmall digital Collection to launch three products, including Fortune Star baby, inheritance rings and MONOLOGUE little monsters. During the event, about 60% of customers bought Chow Tai Fook products because of digital collections, and 70% of the traffic structure was male. The digital collection has opened new growth ideas for Chow Tai Fook.
"Tmall is a great platform for Chow Tai Fook to build blockbuster and storytelling products. It's a bridge for us to connect with young people." Huang said they also hope to start customizing gold ornaments on Tmall in the future, to make Chow Tai Fook's new story more popular.
"new", is the traditional gold brands to embrace the young users play a common keyword.
For Lao Miao Gold, which was founded in 1906, the close collaboration with Tmall was the beginning of their digital transformation. In recent years, they have injected fresh blood into the brand by creating new products of national tide and transforming live streaming through shopping guides.
On the opening day of the gold category day, Sun Li wore several new Chinese style gold ornaments in the Tmall room of the old Temple and shared her own dress concept. The combination of star IP and brand not only made the live broadcast more novel, but also an exploration of the old temple in the field of content.
As an accessory to wear, gold is also a cultural inheritance. The national confidence of young people makes the national tide a new fashion trend. Today, new trading fields, new supply and demand relations, new products, new consumers, new industry development tuyere waiting for business "a hundred flowers bloom". < /p>
Under the new story, businesses should not only inherit the time-honored process, but also break through and innovate, so that the category extends the vitality of the new era.
