On April 28th, AliExpress held the 2019 Merchant Summit in Guangzhou, announcing that it will continue to cultivate user growth in the coming year and support the growth of merchant brands. This conference has a main forum and 11 industry sub-forums. In the jewelry and watch industry sub-forum, AliExpress released the achievements of the jewelry and watch industry in the past year, the development trend of the industry, and the expected results that the industry can achieve in the future.
Achievements in the past year
In the past fiscal year, the AliExpress jewelry watch category relied on China’s strong supply chain advantages, coupled with its super cost-effective, strong category repurchase characteristics, GMV growth has been leading the AliExpress non-standard industries. The number of industry explosives has increased significantly; the number of industry buyers ranks TOP4 in the entire AliExpress platform; research in 7 key countries shows that the jewelry and watch category is the top advantage category of the AliExpress platform, and it is also the first category that ranks the top in conversion and repurchase. The project has been recognized and affirmed by the market.
Industry development trend
The vision of the AliExpress jewelry and watch industry is to help overseas consumers buy a variety of jewelry/watch products with high quality and good price, and at the same time help Chinese jewelry/watch merchant brands to go global to achieve stronger competitiveness and premium ability. Merchants and brands establish a global user marketing matrix. In the next 1-2 years, the development of the industry will focus on improving the health of the industry. The main trends and directions include:
1. The user's mental upgrade from low prices to rich and diverse users: through linkage search recommendation and other important public domain scenarios, the continuous national/industry algorithm differentiation operation promotes the increase in the richness of industry products (price band, style, etc.), and the matching of people and goods s efficiency. At the same time, through the industry series of marketing and marketing activities, help users find more good products. Accelerate the gradual transformation and upgrading of the platform from low prices to an advanced market with richer product types and more diverse seller structures.
2. Supply-side tuning: continue to adjust and optimize the category structure. In terms of fashion accessories, keep up with trends and popular hotspots, continue to encourage stylized products, and customized/DIY fun lifestyle products that are very popular with overseas users. The main price band is 2 To 15 dollars. Quality jewelry has continued to grow rapidly for two years. This year, we will continue to attract investment tonics, focusing on the development of 925 silver, natural gems/synthetic gems and pearls, encouraging original and style specialty products, and the main price is 10 to 50 US dollars. In terms of watches, men's watches will continue to incubate new products and create explosive products around electronic/quartz and mechanical watches. The main price of electronic/quartz watches will range from 15 to 30 US dollars, and the main price of mechanical watches will range from 30 to 50 US dollars; women's and children's watches market With great potential, women's watches will continue to supplement stylized products, with the main price ranging from 10 to 15 US dollars; for children's watches, a large number of investment supplements, with the main price ranging from 5 to 20 US dollars.
3. In-depth operations in key countries/emerging markets: key markets in the jewelry category include Russia, the United States, Spain, France, emerging markets, the Middle East, Japan and South Korea, etc.; the core countries in the watch category are Russia and Brazil, and potential/emerging countries include France and Poland And Japan. In the future, these key/emerging countries will conduct in-depth user and hot trend research to better match people and goods, and at the same time use social gameplay to increase traffic expansion and new buyer acquisition in key countries.
4. Social fun: content-based social gameplay will also be the growth point and core strategy of the jewelry/watch industry. Combining AliExpress Feeds content-based marketing tools and social network interaction, who can quickly deploy and explore social drainage gameplay will become The core point of the gap between cross-border businesses in the next stage.
5. Logistics breakthrough: Logistics is an important factor affecting the category of small and light items such as jewelry and watches. In the future, the category of jewelry and watches will continue to promote integrated logistics solutions in key countries to control logistics costs; at the same time, it will also speed up overseas jewelry and watches. The layout of warehouses to improve logistics timeliness and buyer experience.
Favorable policies and expected achievable effects
1. In the new fiscal year, the AliExpress jewelry and watch category will actively support new products, encourage sellers to actively introduce new products, and will give additional traffic in multiple marketing scenarios such as search recommendations and new product channels. The platform and merchants will work together to open up the marketing chain of new products. Road, help merchants to improve the product structure and form a healthy product echelon from new products, shallow explosions to explosive products.
2. In the new fiscal year, the AliExpress jewelry and watch category will govern and reshape the healthy market, change the past low-price tendency and homogeneity, and optimize the algorithm to allow more styles and price ranges of products and merchants to be displayed in search and recommendation. , Gradually upgrade and transform into a healthy market with a variety of styles and price ranges that can be enriched, and products and businesses are more abundant.
3. AliExpress Logistics and the Cainiao team accelerate the deployment of key countries' combined single projects and overseas warehouses, which will further help the light and small parts industry to improve the logistics user experience and combat the risk of continuous rise in cross-border logistics costs.
4. The national operation team focuses on user operations in key markets. The industry will work with the national operation team to output key market research and user portraits to help businesses better understand the market and user needs, and jointly support the creation of benchmark businesses in market segments.
