Hundreds of millions of dollars in sales, 8 million pieces sold! Sellers break out of the siege in the United States

In recent years, with the rise of the appearance economy, women have greatly increased their investment in themselves . Around the "appearance economy", categories such as skin care, makeup, wigs , and clothing that can enhance external beauty have also become popular, attracting businesses and capital to compete for them.

There is another growing force in the “appearance economy” that cannot be ignored, and that is jewelry .

Compared with other products, jewelry has natural advantages in exporting to overseas markets. It is light in weight, cheap in freight, has low inventory pressure, and has a high repurchase rate. In addition, jewelry has a large premium space. A good product concept can increase the added value of the product , and the profit can reach 25%~75%.

From the supply side, the top five brands in China’s jewelry industry have a market share of only 18.1%. The industry’s concentration is relatively low, making it very suitable for new brands to enter the market.

Therefore, this category has become the "darling" of overseas expansion and ushered in a period of rapid growth.

Jeulia's independent website went overseas and sold 8 million pieces of jewelry in one year!

The Chinese jewelry brand Jeulia seized this business opportunity and experienced rapid growth by launching its own overseas website.

In just a few years , Jeulia 's annual sales reached 8 million units and its annual revenue reached US$30 million ( about RMB 219 million ).

The cross-border e-commerce brand Jeulia was founded in 2015 and sells a variety of customized rings , earrings , necklaces , bracelets , watches and accessories. The brand is affiliated to Xi'an Zhule Network Technology Co. , Ltd. Zhule Technology is a cross-border jewelry brand operating company integrating jewelry design, production and processing, warehousing and logistics, and overseas sales.

The company is headquartered in Xi'an, China, and also has subsidiaries in Guangzhou, Hong Kong and the United States. In addition to Jeulia , the company's current self-operated brands include Gnoce . Both brands have obtained official authorization certification from the United States Trademark Office .

Jeulia mainly targets the US market, focusing on fashionable and popular accessories, including earrings, rings, necklaces, bracelets , etc.

At present, Jeulia has hundreds of patented products, and all of its patents are centered around the products.

(Image source: Jeulia official website)

Design is the first factor that influences consumers' decision to buy jewelry. Jeulia's main product advantage is its unique design, while also attracting consumers with its high cost-effectiveness.

Most of Jeulia 's products are priced between US$50 and US$200 . There are also products targeting mid- to high-end users , priced between US$300 and US$700 . Generally, the high-priced products are wedding jewelry such as diamond rings.

Supply chain is very important to stand out from the crowd of sellers . Different from other e-commerce platforms’ way of adjusting goods, Jeulia chose to connect product design and front-end supply chain links at the beginning of its establishment, laying a good foundation for brand building.

For independent sites , attracting more traffic is a very important part .

Jeulia also realized this and promoted the brand through social media marketing to achieve the purpose of attracting traffic.

Different markets have different audience needs. In order to get closer to the local market, Jeulia has adopted a localized operation strategy . The content published by Jeulia on social media combines the local holiday culture of the United States, and uses localized language and scenario copywriting to attract local consumers.

The posts published by Jeulia on social media platforms generally showcase new products and popular products, and are paired with attractive copy based on the characteristics of the products.

One of Jeulia’s most important strategies for attracting customers is influencer marketing.

When it comes to choosing influencers to work with, Jeulia prefers to choose small and medium-sized influencers who are relatively active in the local area. Although these influencers do not have many fans, their fans are more loyal . Long-term cooperation also reduces costs and is more cost-effective .

At the same time, in order to promote the brand and increase fan activity, Jeulia also often holds online and offline activities, using online activities to build momentum for offline activities.

For example, Jeulia ’s gift card campaign encourages consumers to tag photos with #jeuliajewelry on social media for a chance to win a $100 Jeulia gift card .

Jeulia ’s membership marketing also plays an important role in attracting brand traffic, while also bringing more GMV to independent store sites and enhancing brand value.

As long as you join Jeulia Prime , you can enjoy 10% off shopping, free delivery, 10 times the benefits, etc. However, you need to pay a fee to join, which is $19/month or $79/year .

The membership incentive mechanism implemented by Jeulia can increase users' enthusiasm for shopping on the website, generate multiple repeat purchases, and improve user stickiness of the website.

Jeulia 's main social media channel is Facebook . 67% of Jeulia 's social media traffic comes from Facebook . Currently, the number of likes on Jeulia's official Facebook account has reached 2.3 million .

At the same time, Jeulia has also entered social media platforms such as INS and Pinterest . Currently, Jeulia has 450,000 fans on INS and more than 100,000 fans on Pinterest .

According to statistics, the traffic of Jeulia 's independent website jeulia.com has exceeded one million, and even exceeded 2 million at one point.

Jeulia ’s official website has accumulated 217,000 customer reviews , of which more than 200,000 are five-star reviews .

Jeulia 's wide recognition by consumers is inseparable from the high-quality services it provides. Jeulia provides services such as 30-day unconditional return and exchange , free delivery, and a one-year warranty. At the same time, there are professional customer service staff who can answer consumers' questions and provide help at any time. Comprehensive high-quality services can improve consumer satisfaction.

Although Jeulia 's current target market is mainly North America, Jeulia will also actively expand into overseas markets including Europe in the future.

Global fashion jewelry accessories usher in new development opportunities

In recent years, the global fashion jewelry accessories market has experienced rapid development.

According to Statista's survey data, the global fashion jewelry market revenue will reach US$551.1 billion in 2023 , with an estimated compound annual growth rate of 4.42% from 2023 to 2026 .

From a regional perspective, the top brands of fashion jewelry are basically concentrated in Europe, the United States, Japan, South Korea and other countries, among which the top brands in the United States are the largest in scale.

Taking the US market as an example, in 2022, the per capita consumption of fashion jewelry in the United States reached US$306.70.

Jewelry is different from other categories. It is very easy to find other similar products for comparison. The material and craftsmanship can bring a very high premium to the jewelry, so product design and material are particularly important .

For a long time, Chinese jewelry brands have tended to focus more on product cost and quantity, ignoring the importance of product design and quality, and their brand building is not strong enough. In addition, there are problems such as limited channel coverage and a single marketing model.

In the process of going overseas, Chinese jewelry brands, in addition to strengthening product design and paying attention to quality, must also grasp the latest local trends and consumer demands, have their own competitive advantages, and gradually build influential Chinese jewelry brands .

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