Second-tier e-commerce marketing | Secrets to creating hot-selling products in the jewelry and watch industries!

In the past two years, jewelry, accessories and watches have become one of the eight hot-selling categories in second-tier e-commerce. In order to help all second-category advertisers to better place their ads, this article will present to you the "Secrets for Creating Hot Products in the Jewelry and Watch Industry in 2019".

1. Product Features

• Jewelry: The popular jewelry items that men love to buy are moderately priced and come in a variety of styles. They can show off one’s status, such as sand gold bracelets, sand gold rings, and men’s titanium steel bracelets. The popular jewelry items that women love to buy are decorative jewelry, such as crystal bracelets.

• Watches: The best-selling products in the watch category are appearance, function and cost-effectiveness. The hot-selling products are concentrated in Swiss movement watches, automatic mechanical gold (dragon) watches and smart watches, and most of them are sold to male customers.

2. Consumer groups

• The selling point is jewelry made of gold and gold dust, and the target audience is mainly men aged 28-55.

• The selling point of jewelry products is more decorative, and the target audience is mainly women aged 20-45.

• Functional watches that can be divided into audience groups according to young or general styles. The consumer group for functional watches with a gold-like appearance is mainly men aged 28-55.

• The younger-style watch products are for people aged 20-45, regardless of gender.

3. Product price

• Regular price: 99-598 yuan

• High-end model: 1000-1500 yuan

4. Life Cycle

Jewelry and watches are available for sale all year round with no obvious seasonality, and the advertising life cycle is around 3-10 months.

5. Product selection strategy

You can focus on products that have a sense of value and can highlight your identity and can be put on the market all year round. Products with cultural backgrounds are also very popular.

6. Advertising suggestions

• Pricing strategy: The lowest recommended price is RMB 99, and the recommended price should be at least three times the cost price;

• Sales strategy: Product sales can highlight functionality and cost-effectiveness, and sales methods are mainly based on bundling sales and buy-one-get-one-free promotions;

• Products such as sterling silver, fine silver, 999 fine silver, 925 silver, platinum-plated, and diamond-inlaid products involve false advertising and are not supported for the time being.

• Advertising Tips: Descriptions of silver rings are allowed, but descriptions with silver (gold) content are not supported, such as: sterling silver (gold), 50% silver (gold), 925 silver (gold), 999 silver (gold), pure silver (gold), etc.

▼ Let’s take a look at what the hot-selling products look like?

General principles for creative advertising materials:

(1) Hit the selling point directly and hit the key point; demonstrate core competitiveness in a short period of time

(2) Character selection, shooting environment, proximity to the product, and fashion label

(3) Irreplaceability will increase the creative impression of the video and improve conversion rate

Key points of the copywriting:

Core selling point + preferential incentives + worry-free commitment

1. Highlight the core selling points

Don't try to push multiple selling points of a product to consumers at the same time. Focus on the selling points and magnify the core selling points.

For example: gold sand, jade inlay, noble gentleman, no fading, diamond inlay, waterproof

2. Benefit incentives

Including price discounts and gift discounts, they can catch consumers' attention at a glance and stimulate their desire to buy.

For example: 2 pieces for 99 yuan, buy one get one free, 891 yuan off for each order, special price 99 yuan

3. Give a worry-free promise

Are consumers interested? There is only one final step left. Let me make a promise. You don’t have to pay before placing an order, so that consumers can solve their worries about product quality, appearance, etc.

For example: cash on delivery, pay after satisfactory inspection, refund if not satisfied, inspect first and pay later

Design points:

Simplified design + highlighted copy + strong color contrast

1. Simplified design

There is no need for too many complicated special effects and exaggerated backgrounds. Too many special effects will interfere with the user's vision and affect the display of the product.

2. Highlight the key points

Arrange the copywriting levels and highlight the key points so that users can see the product selling points at a glance.

3. Strong color contrast

The strong color contrast between the product and the background, and between the background and the copy, can better highlight the key points of expression.

Notes on advertising materials and landing pages:

The advertising material and the landing page are a whole. The styles of the two need to be unified. The advertising material cannot be of one style and the landing page cannot be of another style. Otherwise, people who are really interested in clicking on the ad will doubt whether they clicked on the wrong thing and lose interest, thus reducing the conversion rate.

The materials and landing pages complement each other, and the materials also have the task of conversion. For advertisers who are relatively poor in creativity and landing page design ideas, they can look at the advertisements of their peers, or use the direct e-commerce version of App growing to search for more advertising materials of their peers. After analyzing other people's materials, find the key points, and then process them to make them their own.

It is recommended to test multiple plans and materials, and match landing pages of different styles to find the best combination of creativity and landing pages.

▼ Below we present to you the latest data on the best-selling products on the App growing watch and jewelry industry for your reference.

Reference for advertising materials of watches and accessories

Data reference for hot-selling products of watches and accessories

Reference quantity for watch and accessories advertising

Sand Gold Jewelry Advertising Data Reference

Reference data for watch and jewelry peer merchants

Author: Second-class e-commerce operation

Source: Second-class e-commerce operations