Four marketing techniques for jewelry industry on Xiaohongshu

Some time ago, a friend of mine on Xiaohongshu told me that a client sold jadeite worth 1 million yuan each on the Xiaohongshu platform (poverty limits my imagination). Previously, a jewelry client on Xiaohongshu told me that they were doing it on multiple platforms, but Xiaohongshu’s users were the most accurate and had the highest transaction rate. We have mentioned many times that Xiaohongshu has a natural overlap with the jewelry crowd. Today, let’s focus on how jewelry merchants can grow on Xiaohongshu. It is recommended to collect it.

1. Industry Insights: Diamond rings have become a red ocean, while necklaces and bracelets are a blue ocean market

According to official data from Xiaohongshu, the jewelry industry is currently divided into two parts: products and materials. On the product side, necklaces, rings, and earrings are the top three categories of users' attention. In terms of materials, gold, diamonds, and colored gemstones are the top three categories of users' attention. Categories with high levels of attention also have relatively high competition.

Figure 1: Xiaohongshu Jewelry Industry Monthly Report January 2022

In terms of industry competition, the price per click for diamond rings, couple's rings, and rings is high, and there are many brands participating, which has become a red ocean of competition. However, there are fewer brands participating in earrings, bracelets, and pendants, and the price per click is low, which makes them in the blue ocean industry of Xiaohongshu.

Figure 2: Xiaohongshu Jewelry Industry Monthly Report

The highly competitive diamond ring, couple's ring and ring industry has a relatively high degree of branding. Brands such as Chow Tai Fook, Bulgari, and Cartier compete in blue ocean bracelets, bangles, earrings and other categories. There are few leading brands, and most of them are DIY, factory, Shuibei and other types.

Figure 3: Xiaohongshu jewelry keywords in January

This also leads to two extremes in Xiaohongshu's jewelry market. One is the focus on branding, with brands such as DR, ID, and Zhou Dasheng, and more influencer promotion activities to divert traffic to offline stores and e-commerce. The other is non-brand merchants, who obtain private messages through advertising and conduct transactions in the private domain. However, with the platform's control over the private domain, it is becoming increasingly difficult to divert traffic through WeChat.

2. User insights into high-net-worth female customers and their needs in different scenarios

Currently, jewelry users are mainly women aged 24-32 in first- and second-tier cities, who have a high interest in fashion, travel, beauty and home decoration. They pursue a high quality of life and have strong purchasing power, so they have a high ability to appreciate the beauty of products, and the exquisiteness of the content becomes an important evaluation criterion.

Figure 4: Distribution of jewelry users

In addition to fashion, users of jewelry and accessories are also interested in beauty, travel, home furnishing, film and television dramas and other content. Therefore, relevant topics can be added to content creation, and the targeted settings of advertising can focus on jewelry people in the early stage, and in the later stage, they can be targeted at beauty, travel, and home brands, breaking through the circle layer by layer and attracting more people.

Figure 5: Users’ interest in jewelry

In terms of specific product category demands, users also have different concerns. For example, couple rings will be matched according to different scenarios. Diamonds are divided into natural diamonds and cultured diamonds. Natural diamonds are more for product promotion, while cultured diamonds are customized through private messages. For bracelet merchants, since there is currently no brand in the category, users are more concerned about how to choose and how to sell, and merchants introduce more product knowledge.

Figure 6: Users’ interest in jewelry

Therefore, when entering the jewelry category, you should carefully look at the situation of your own category on Xiaohongshu, whether it is in the early stage of the category, with or without strong brands, or in the growth stage of the category, with many emerging brands, or in the mature stage of the category, with many mature brands, etc.

3. Case reference: 9 major customer case studies

As mentioned in the previous article, currently jewelry is divided into brands and private message customers. The brand strategy will be sorted out later. Today's sorting mainly focuses on private message customers, mainly colored gemstones, jade, and bracelet merchants. When we studied the hot articles on Xiaohongshu, the hot article types focused on three categories: practical science popularization and pitfall avoidance, dressing scene type, and single product/multi-product collection display. We will break down what is worth learning from the title, cover, and text of these three types of notes.

1. Pits and lightning protection

Users are not familiar with categories such as jadeite, colored gemstones, and nephrite, so she first learns about the category knowledge and professional knowledge on how to avoid scams and avoid risks, which can easily attract user attention.

(1) Fang Yuanlaoxijin

Introduction: A colored gem merchant, 135,000 followers, 205 posts, 720,000 likes and favorites. Dissecting one of the notes with over 150,000 likes.

Figure 7: Fang Yuanlaoxijin’s explosive article

Title: "Hurry up and send it to the sisters around you who need it!" The title has a call to action and inspires users to take action

Cover: The cover features a real person holding a jadeite and large characters identifying the jadeite, which can let users know the key points of the notes at a glance. The real person's explanation and harmonious background make it more realistic and convincing.

Text: The content mainly focuses on jade identification through simple experiments. It is highly feasible to operate and the notes have very high collection value.

Summary: The knowledge of identification in video form is clearer, and the appearance of real people is more realistic. The blogger gives users a professional feeling from the dressing scene, expression, and voice speed, which is of great reference significance for the early purchase of colored gems.

(2) Jewelry Lin Daiyu

Introduction: Jewelry blogger, more than 7,000 followers, 26 posts, over 87,000 likes.

Figure 8: Jewelry Lin Daiyu's explosive article

Title: "A pitfall that 92% of people have fallen into! When you think jade is not cheap"; uses data to illustrate the pitfalls that most people will fall into, and after reading this, you may be the remaining 8%, so hurry up and click to view.

Cover: The cover is a very popular cutout style on Xiaohongshu recently. This style has a big contrast and is more interesting.

Main text: The content shared here are all about affordable jades. Who wouldn’t like to be able to buy something of great value for money with a small amount of money? At the same time, the prices of different jades are also written and a brief introduction is given. Let users have some basic understanding of these affordable jades.

Summary: The main purpose of this note is to generate curiosity, because in everyone's concept, jade is relatively expensive. Suddenly the blogger tells you that you can buy one kilogram for 4 yuan, which arouses everyone's curiosity. At the same time, in the cover, everyone also draws on the popular form of the platform recently.

(3) Tingzi’s Treasure Appraisal Notes

Introduction: Jewelry appraisal blogger, published 65 articles, received 142,000 likes, and has over 40,000 disassembly notes.

Figure 9: Tingzi’s Treasure Appraisal Notes went viral

Title: "An article to understand the classification of jade" I am a man of few words, and I can't help but see what kind of note it takes to understand the classification.

Cover: Jade is classified using a mind map, and each product is given a corresponding product picture to make the reading more intuitive and clear for users. This format makes it easy for users to understand and I like it.

Text: The content is the same as the cover, a full jade classification, and a relatively detailed introduction to what jade is and the types of jade. It is full of useful information and users can feel the professionalism at a glance.

Summary: There is no unnecessary nonsense, all of it is focused on the professional knowledge of jade, and the comment section also patiently answers questions. The top comments guide everyone to ask questions, which is very effective in building a professional image. Therefore, it is recommended that you must be patient and let users recognize you first before selling goods.

2. High-value outfit scene category

Users can easily take pictures of jewelry, accessories, and bracelets, and are more willing to click on clothing-related scenes.

(1) EVIE High Jewelry

Mainly engaged in the design and customization of fine high-end jewelry, he has published 120 articles and received over 18,000 likes.

Figure 10: EVIE high-end jewelry hot topic

Title: "Christmas is coming, wear this exquisite emerald set for a date", the note was published around Christmas, using Christmas as a starting point to explore user needs.

Cover: The picture of a model with a good figure is very pleasing to the eye. The picture also shows the effects of necklaces, rings, and bracelets very well.

Text: It introduces the design and usage scenarios of necklaces, rings and bracelets respectively. The paragraphs are clear and the reading is smooth.

Summary: The biggest highlight of this note is the product and image quality. Product selection is content. Choosing the right product determines the general clicks. And from the comment area, it can be seen that the users who are very accurate are all inquiring about the price.

(1) Cherry Jewelry

Mainly produces sterling silver jewelry, healing sterling silver jewelry, 47,000 followers, and over 100,000 likes.

Figure 11: Cherry jewelry hot post

Title: "Blingbling sparkling ring - you can own it without waiting for the year-end bonus" The title uses the user's tone blingbling and is highly consistent with the cover.

Cover: The cover is a shiny first-hand picture of the same series of products.

Text: In video form, the hands-on pictures show in detail the product's hands-on effects and corresponding prices. The real shots show the blingbling effect, and with the dynamic BGM, the viewing experience is even better.

Summary: good product selection + hands-on demonstration + clear pricing + bgm, strong user experience.

(3) TASA jewelry design aesthetics

He also operates multiple accounts on the platform, mainly producing content related to colored gems, with 28,000 fans and over 105,000 likes and comments.

Figure 12: TASA jewelry design aesthetics hot topic

Title: "Summer Glacier Blue Limited Edition, High-Value Paraiba Ring" The first entry point is the season and the second is the keyword Paraiba ring is easier to search.

Cover: The cover is a product hands-on photo, and the model’s clothing is carefully matched with the same color scheme, making the whole look more coordinated and eye-catching, and the filter used is also very clear.

Main text: The main text uses the designer’s spoken language to express the highlights and design of the product, and finally tags the jeweler’s account and popular science account to attract traffic.

Summary: The highlight is the exquisite picture materials. The title and the picture are highly correlated. One of the important reasons for the high interaction of these three notes is that the picture quality or video quality is very good, which can arouse the interest of users.

3. Single product/multiple product collection

Single products and multi-product collections have good visual effects, which can shock users at first sight.

(1) Lanshan Jewelry

Mainly engaged in jade jewelry, more of which are private customized design and inlay. He has 6,565 followers and 22,000 likes.

Figure 13: Lanshan Jewelry Hot Article

The title: "Help! Her jewelry is too cheap" uses the third person to express the price attributes of jewelry. It should be noted that corporate accounts should never be written in the first person.

Cover: All products are displayed in the form of accessories storage, and each product is clearly marked with serial number and product name. At the same time, users can hang up their business cards on Xiaohongshu if they have a store to reduce communication costs with users.

Text: From the concise text, it can be seen that the text is not the focus of the merchant, the focus is on the picture content.

Summary: The most frequently asked question in jewelry user review sections is price. Clearly marked prices reduce communication costs for both users and merchants, and the materials are also exquisite. However, there are still certain risks in directly marking prices, so it is recommended to use with caution. Moreover, some jewelry is custom-made, and the prices vary depending on the parameters, so it is impossible to clearly mark the prices. In this case, it is recommended to explain the situation to the user in the comment area and guide one-on-one communication.

(2) FARRUGIA

It mainly shares accessories and also has a store on Xiaohongshu, where it also does corresponding live broadcasts. It currently has 200,000 followers and over 346,000 likes and comments.

Figure 14: FARRUGIA viral post

The title: "Every piece is so beautiful/all the jewelry you like are available at one place" is very beautiful and arouses the user's curiosity, while also implanting jewelry keywords.

Cover: The cover shows a good-looking blogger holding a variety of jewelry accessories, and the words "high cost-effectiveness" and "jewelry" are both high-frequency words searched by users.

Content: The blogger introduced the wearing effect, material, matching, and price of each product in turn through videos, and also guided users to watch the live broadcast.

Summary: For the multi-product collection category, the blogger’s introduction is very detailed, and basically all the points that users want to know are introduced. However, it is recommended that video notes be paired with softer BGM, otherwise it will be too noisy and you will not be able to hear clearly what the blogger is saying.

(3) Grace.T, jewelry designer

He has 73,000 followers, 262 posts, and over 252,000 likes.

Figure 15: Tihong Jewelry Hot Article

Title: "Give it to mom, mom-in-law will be praised, a jade peace ring necklace" uses giving it to mom and mom-in-law as the entry point to create user demand.

Cover: Simple and clean photos of the products.

Main text: The content mainly talks about product design and meaning.

Summary: The products and pictures are good. It can be seen that the merchant is a designer so the content is very professional. There are more than 8,000 comments and almost all of them are asking about prices, so the commercial value of this note is very high.

IV. Industry summary: 4 major operating skills in the jewelry industry

In addition to analyzing the previous popular article, I summarized the four major skills and methods for operating in the jewelry industry.

1. Colloquialism: Use real spoken language and the user's perspective and taste to write the copy, which will make it more engaging and easier to resonate with the audience, increase the number of interactions in the comment area, and drive a buying atmosphere. Tips: The most direct way to improve the comment area is to add lucky draws or welfare activities, so that users are more willing to like, comment and follow.
2. Account homepage: A complete introduction of the brand characteristics, using "My Moments" to showcase the brand highlights, and can also pin popular articles to the top page
3. Comments: When there are more than 50 comments, you can pin the note to the top. Use the pinned comment to guide users to follow, comment or browse the homepage. At the same time, actively respond to users' frequently asked questions in the comments, such as how to buy? price? shape? Reduce the cost of actions for other users.
4. Traffic diversion: The official has now cancelled the "auto-reply function" and is strictly checking off-site traffic diversion. Traffic diversion is a headache for many businesses. The best way is definitely to open a store on the site and conduct closed-loop transactions.

Finally, for jewelry customers who get customer information on the Xiaohongshu platform, since we do business on the platform, we should try to close the loop within the site as much as possible. There may be various reasons, such as jewelry requires multiple communications. However, there are still merchants who do a good job in closing the loop within the site. Here, every merchant who grows on the platform is required to respect the users, the platform, the products, and everything.