Mining TikTok, how can overseas merchants achieve growth in crystal jewelry business?
Recently, TikTok announced a major update: the crystal jewelry category is now open to all cross-border merchants, which means that more jewelry merchants can participate in this fast-growing market.
This change not only provides new sales opportunities for merchants, but also brings more choices to consumers. Below, we will analyze in depth the issues related to the overseas expansion of crystal jewelry, and provide more reference and thinking for jewelry industry players.
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Industry prospects: How big is the potential of the crystal jewelry market?
In recent years, there has been a wave of pursuit of physical and mental health around the world, and people are increasingly interested in natural therapies and spiritual pursuits, which has brought unprecedented development opportunities to the crystal jewelry market. According to Statista data, the global crystal jewelry market size is expected to grow from US$1.29 billion in 2022 to US$22.83 billion in 2028, with a compound annual growth rate of 14.5%. Online channels will become the main sales channel for the crystal jewelry market.
According to Grand View Research, the North American crystal jewelry market is expected to reach $8.1 billion and Europe will reach $6.5 billion by 2025. The demand for crystal jewelry in the Asia-Pacific region, especially in China and India, is growing rapidly and is expected to become the main driver of global crystal jewelry market growth in the next few years.
How to define the crystal jewelry category?
The crystal jewelry category covers a variety of jewelry types, including but not limited to pearls, silver, platinum, jade, semi-precious stones, amber, artificial gemstones, beeswax, natural crystals and non-natural crystals, etc. These jewelry are widely welcomed by consumers due to their unique aesthetic value and diverse styles.
Pearls: As a classic piece of jewellery, pearls symbolise elegance and class, and are suitable for all occasions, especially weddings and formal events.
Silver: Silver jewelry is favored by young consumers because of its moderate price and suitability for daily wear.
Platinum: Platinum jewelry is seen as a symbol of luxury and attracts high-end consumers, especially during engagements and weddings.
Emeralds and Semi-precious Stones: These natural gemstones are prized by collectors and fashionistas for their unique colors and textures.
Amber and beeswax: Natural amber and beeswax attract many consumers who pursue personalization with their uniqueness and historical value.
Man-made gemstones and non-natural crystals: These products are more affordable, suitable for the mass market, and can meet the fast-changing fashion trends.
According to market research, the crystal jewelry market is expected to continue to grow in the coming years. Consumers' increasing focus on personalized and sustainable products has created a broad market opportunity for jewelry merchants.
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Industry trends: Individuality, cross-border, and sustainable development lead the trend
We have summarized the market trends in the following five aspects:
1. Personalized customization becomes the new favorite: Consumers are eager to have unique crystal jewelry products. Customized engraving, exclusive design, constellation crystal, birthstone, and energy crystal products customized according to personal needs will become new growth points.
2. The concept of sustainable development runs through: Consumers are paying more and more attention to the environmental protection and social responsibility of products. Choosing crystals from ethical sourcing, using environmentally friendly packaging materials, and supporting environmental protection and public welfare will become a trend.
3. Cross-border integration of crystals and other products: For example, the combined sales of crystals with tarot cards, essential oils, aromatherapy, yoga and other products can meet the diversified consumption needs of consumers and increase the average customer price and brand influence.
4. The concept of the metaverse brings new opportunities to the crystal market: The emergence of emerging concepts such as virtual crystals and NFT crystals has brought new development opportunities to the crystal market. Sellers can actively explore the combination of the metaverse and crystal products to create more attractive products and marketing models.
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Domestic advantages: new opportunities for cross-border merchants
1. Directly shipped from China
This category allows merchants to ship directly from China, which not only reduces logistics costs and transportation time, but also allows merchants to respond to market demand more quickly. As the world's largest jewelry producer, China has abundant resources and a mature supply chain, allowing merchants to purchase and distribute more efficiently.
2. Diverse product selection
Merchants can choose from a wide range of product lines based on market trends and consumer demand. From classic pearl jewelry to fashionable non-natural crystals, merchants can conduct precision marketing based on different target markets. This diverse selection not only meets the needs of different consumers, but also helps merchants stand out in a highly competitive market.
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Marketing empowerment: How can jewelry brands better grasp overseas marketing?
1. Explore users’ creativity and create content with fans
When brands conduct overseas marketing, a mistake they often make is to think of creative ideas within their own team, while ignoring local users who are well versed in popular culture and have endless creativity. On platforms like TikTok, user participation and creativity have become a new driving force for content dissemination.
The report shows that compared with other traditional social media, users are 1.3 times more likely to engage in co-creation and exchange of ideas on TikTok. This shows that TikTok users are no longer satisfied with passively accepting content, but are eager to become part of the story and participate in the creative process. They are good at finding and planting "hooks" in stories, connecting unexpected plots and creating new forms of content.
In terms of stimulating user creativity, brands can inspire new marketing ideas by co-creating content with KOLs and their fan groups. In addition, when creating creative content, brands should also make full use of the creative tools on the TikTok platform to expand their ideas. Tools such as the Creative Assistant can generate suitable video scripts based on brand needs.
2. Establish two-way interaction with consumers to enhance brand trust
There is a saying in the marketing world: "Trust is the currency of marketing." In today's globalized market, building consumer trust is crucial to the long-term development of a brand. Especially for overseas markets, from product exposure to conversion purchase, the trust relationship between merchants and consumers becomes a key factor affecting the success of transactions. In this context, the relationship between brands and consumers should not be limited to simple buying and selling transactions, but should be based on mutual trust.
In order to build trust with users, brands must first establish a closer connection with users. On TikTok, brands can use the platform's unique language and culture to effectively communicate with users. For example, brands can use user needs and pain points as entry points to resonate with users and promote e-commerce conversions; or they can directly demonstrate product usage scenarios and effects to increase users' purchasing confidence.
In summary, TikTok, as the world's largest short video platform with more than one billion active users, provides businesses with huge exposure opportunities.
Through creative short videos, merchants can vividly demonstrate the design and wearing effects of products, while telling brand stories and enhancing consumers' emotional resonance. With the increasing demand for sustainable and personalized products among consumers, cross-border merchants are at the right time to sell crystal jewelry on TikTok.