吸引超20万人次围观非遗！京东溯源直播助力鹤庆银饰品牌成交额增长87倍

This article introduces JD.com’s traceability live-streaming event for Heqing intangible cultural heritage (ICH) silver jewelry, and shares key takeaways for consumers looking to purchase authentic ICH silver pieces:

1. The event attracted over 200,000 viewers and drove an 87-fold year-on-year increase in GMV for local Heqing brands, with multiple premium handcrafted pieces selling out during the stream. JD.com has now launched a dedicated "Quality Curated Silver Jewelry" hub, where consumers can browse and purchase authentic ICH silver directly from the origin without leaving home.

2. Top cost-effective recommendations include Yunlijin’s traditional pure silver bangle, Mobius ring bangle, filigree bracelet and silver tea cup, as well as Baiyin’s gold-inlaid peony pure silver bangle and Blooming Peony series bangle. The collection covers both traditional and minimalist styles, suitable for personal use or gifting.

3. Exclusive event offers are available: the live stream featured quality silver pieces priced as low as the global silver benchmark price, plus a limited zero-yuan lucky draw for silver ingots. Consumers looking for authentic ICH silver can head to the dedicated hub to shop.

This article outlines the current consumption trends and growth paths for the ICH category, with key insights for ICH brand operators:

1. Consumption trend: Driven by the rising popularity of Guochao (Chinese cultural trend), handcrafted ICH products have won wide consumer favor for their exquisite craftsmanship and profound cultural heritage. Products that combine cultural value and practical utility enjoy broad appeal. There is strong consumer demand for premium handcrafted one-of-a-kind pieces and silver jewelry with auspicious meanings, both for personal use and gifting, leaving large room for market growth.

2. Marketing playbook: Brands can partner with leading e-commerce platforms to host origin traceability live streams, which immerse viewers in product craftsmanship and highlight artisans’ dedication, helping to build closer connections with consumers. The Heqing event delivered outstanding marketing results, driving an 87-fold increase in brand GMV.

3. Channel expansion insights: Brands can leverage e-commerce platforms’ industrial belt support policies and new merchant incentives to gain traffic access. Partnering with national-level ICH inheritors can also boost brands’ cultural value and help them expand into the national market.

This article summarizes growth opportunities, platform policies and replicable strategies for sellers in the ICH and silver jewelry categories:

1. Market opportunity: Guochao ICH is a clear high-growth segment, with strong consumer demand for authentic handcrafted ICH silver from the origin. During the Heqing event, premium one-of-a-kind pieces priced above 10,000 RMB, special silver teapots and bangles priced above 1,000 RMB all sold out during the stream, proving solid market demand and strong growth potential in this niche.

2. Platform support: JD.com offers the Chunxiao Program and new merchant incentives for ICH industrial belt sellers, including dedicated marketing hubs and targeted traffic support. These benefits lower barriers to entry for new sellers and support sustained long-term growth.

3. Replicable strategies: Sellers can host origin traceability live streams to show consumers the handcrafted production process directly, highlighting the unique value of ICH craftsmanship. Pairing this type of content with promotional offers drives conversion, while partnering with ICH inheritors boosts brand recognition and helps brands break into new markets quickly.

This article outlines transformation directions and business opportunities for ICH silver jewelry factories and other ICH category manufacturers:

1. Product design and production direction: Consumers now favor products with authentic ICH certification, exquisite craftsmanship and cultural value. There is strong demand for pieces with traditional auspicious meanings, minimalist designs, cultural creative practical products and premium one-of-a-kind handcrafted pieces. Factories can align their production and design with these trends to match market demand.

2. Business opportunities: As a nationally renowned ICH IP, Heqing silver jewelry can access a national sales channel by partnering with JD.com’s industrial belt support program. The event has already validated this channel dividend, driving an 87-fold year-on-year GMV increase for local brands and delivering outstanding transformation results.

3. Digital transformation insights: Factories can use traceability live streams to show consumers the entire handcrafted production process directly, amplifying the advantage of ICH craftsmanship. Supported by platform policies, factories can complete e-commerce upgrades, advancing craft inheritance while achieving higher commercial returns.

This article summarizes industry trends, client pain points and reference solutions for service providers serving the ICH industry:

1. Industry trend: The rise of Guochao consumption has driven rapid growth of the ICH industry. Many regional ICH categories have high-quality products and solid craft foundations, but lack online operation capabilities and access to national sales channels. ICH businesses and artisans have strong demand for e-commerce transformation, creating broad market space for related services.

2. Core client pain points: Most origin-focused ICH businesses prioritize production over brand operation, suffering from low brand awareness, high customer acquisition costs, and limited knowledge of how to access online channels. They are unable to convert their craft advantages into sales growth, and lack access to industry resources.

3. Reference solution: Service providers can partner with leading e-commerce platforms and local governments to launch dedicated transformation services for ICH industrial belts. This includes helping businesses access platform traffic and policy support, planning immersive marketing activities such as traceability live streams, supporting brand IP building, and connecting the full value chain from origin production to end consumer sales.

This article shares JD.com’s successful experience empowering ICH industrial belts, with key takeaways for platform operators working on ICH category:

1. Core merchant demands: Origin businesses and artisans in ICH industrial belts have strong demand for e-commerce upgrades. They need platforms to provide traffic support, policy enablement and channel connection to help them sell products nationwide and overcome the limitations of small regional markets.

2. Replicable operation practices: Partner with local government authorities and national-level ICH inheritors to host industry conferences and recruitment events to attract origin merchants to the platform; launch origin traceability live-streaming programs such as "Follow Sourcing to Find ICH" to immerse consumers in craftsmanship, drive attention and boost conversion; launch dedicated curated hubs to aggregate quality ICH products, and pair these with new merchant incentive programs like the Chunxiao Program to support long-term merchant growth.

3. Key operation notes: Platforms need to implement strict curation mechanisms to control product quality, ensure consumers can purchase authentic ICH products, and protect platform reputation. Sustained deep collaboration with industrial belts and long-term empowerment are required to achieve mutually beneficial growth for all parties.

This article records new trends in the commercial upgrading of China’s ICH industry and presents a new platform-enabled business model for ICH sectors, with the following research-worthy key insights:

1. New industry trends: The rise of Guochao consumption is pushing the ICH industry to transition from pure cultural inheritance to commercial development. Integrating ICH craft inheritance with market consumption has become a new development direction. Many regional ICH industrial belts are actively partnering with e-commerce platforms to pursue digital upgrading and expand into larger markets.

2. Innovative business model: This article presents a complete new enabling model for the ICH industry: a full-value-chain model combining "local government policy support + leading e-commerce traffic and policy empowerment + national-level ICH inheritor-led collaboration + origin merchant participation + traceability live-streaming C-side marketing", covering all links from origin cultivation to end conversion.

3. Model validation: This model has been tested and validated by the Heqing silver jewelry project, successfully driving an 87-fold year-on-year increase in GMV for local brands. It delivers commercial growth for ICH businesses while promoting public awareness of ICH crafts, providing a replicable sample for the upgrading of ICH industrial belts across China with high research value.