Gifts / Sports & Toys

According to Watson & Band Import and Export Data Observation Report, the global jewelry market has exceeded the US$300 billion mark. Among them, the United States has the largest volume, and the per capita consumption of jewelry in the United States in 2022 will reach 306.70 US dollars. From the perspective of traffic, Boutique's current official website has a total monthly visits of 258.2K. Also work with wildlife and nature charities to protect endangered animals and reduce carbon emissions.

It is understood that the global jewelry market has exceeded the US$300 billion mark. From the perspective of market segments, the top sellers of jewelry products are mainly concentrated in developed countries, such as North America, Europe, Japan and South Korea. Among them, the United States has the largest volume. According to Watson & Band import and export data, the per capita consumption of jewelry in the United States will reach US$306.70 in 2022.

In terms of search volume, Google has more than 1.6 million searches for accessories every month, and the demand is mainly concentrated in India, the United States, the United Kingdom, Canada and other regions. Among them, the search volume in India has reached 450,000, which also reflects that in addition to the European and American markets, the growth potential of accessories in the South Asian and South American markets should not be underestimated.

According to Watson & Band Import and Export Data Observation Report, with the change in the concept of new consumer groups represented by "GenZ", jewelry has also developed a new trend, and this type of products has gradually transitioned from luxury goods to necessities for daily wear. Among them, some accessories containing handmade, natural, fashion and other elements are increasingly popular among young groups and become one of the hot spots that merchants are eager to pursue. During this period, many new brands of accessories were born, such as Jeulia, Dorsal, mejuri, etc.

According to Huacheng Import and Export data, many jewelry stores have high performance. For example, Beautiful Earth Boutique (hereinafter referred to as "Boutique") has soared to the top of the store list in the last month, with more than 35,000 advertisements per month.

Boutique is a new brand of jewelry boutique independent station established in 2020. Aims to create unique, natural elements and affordable jewelry for customers.

From the product point of view, Boutique provides customers with a rich selection of categories, covering earrings, rings, necklaces, bracelets, etc. Boutique can also be purchased according to different design styles, such as summer favorites, special occasions, natural elements, animal inspiration and so on. In addition, you can filter by color, material, etc. to help customers find their favorite products faster.

Price is one of the main advantages of Boutique. According to statistics, among the more than 1,000 products listed on Boutique, 50.3% are priced below $20, and only 8.2% are priced above $40.

From the perspective of traffic, Boutique's current official website has a total monthly visits of 258.2K. Among them, 49.5% of the traffic came from the United States. In terms of demographic audience, Boutique's main target GenZ group is about 22.3% aged 18-24, and about 30.2% aged 25-34.

In terms of distribution of marketing channels, Boutique makes full use of social media to attract traffic to the site, and social channels account for as high as 35.42%. It is observed that the cumulative number of followers of Boutique on Instagram and Facebook has exceeded 260,000 and 90,000 respectively. In addition, Boutique also started to operate an account on TikTok. In less than 4 months, it has accumulated 14,000 fans, and the account has received nearly 500,000 likes, many of which have played more than one million popular videos.

Judging from the delivery volume, Boutique's delivery volume in the past month has exceeded 30,000, a month-on-month increase of 17.5%, which shows that the advertising channel is one of the key points of Boutique's long-term layout. Among them, from the perspective of delivery channels, the channel delivery of Facebook accounts for more than 98%. In terms of material types, video material accounted for 4.7%. Image material accounts for about 93.8%. From a regional point of view, Boutique’s distribution is mainly concentrated in Europe, the Middle East and Asia, accounting for 38%, 23% and 18% respectively. It can be analyzed from this that although nearly half of Boutique's site traffic comes from the United States, in some newly developed markets, Boutique's delivery efforts will be significantly inclined.

From the point of view of creative materials, Boutique’s material strategy has obvious characteristics. One is to test products through intensive image materials, and the other is to re-invest some high-exposure materials. For example, the following Golden Peacock Drop Earrings material with an exposure of 4 million has been repeatedly released.

On the other hand, the content displayed by video materials is relatively richer. It mainly displays the best-selling products or hot products of the store, and the picture highlights the product design and process details. This type of material landing page is mainly related to the store. Although there may be some loss in the process of purchase conversion, it plays a great role in attracting customers and brand exposure to the store.

According to the summary of Huacheng Import and Export data, the jewelry market is large in volume, the head market demand is stable, and the emerging market has great growth potential. And GenZ's demands for fashion brands and consumption diversification are increasingly apparent, so for sellers, accessories are still a track worthy of development.

On the other hand, jewelry sellers should also try to avoid dark spots in the industry with high design homogeneity and low product barriers. This requires merchants to keep up with trends in product iteration, and at the same time to enhance brand building and build a group of their own brand advocates.

For example, in Boutique's About Us, the brand is committed to finding a transparent and active operation management method to reduce the impact on the environment. Also work with wildlife and nature charities to protect endangered animals and reduce carbon emissions. This can be said to be a plus point for entering the European and American markets.