Current Situation and Development of Online Marketing of Hainan Pearl Jewelry

Abstract

As an important part of the Chinese jewelry market, Hainan pearl jewelry has attracted much attention due to its unique regional culture and high-quality pearl resources. Against the background of the rapid development of the Internet, the online marketing of Hainan pearl jewelry has gradually become an important means to promote the development of the industry. This paper aims to analyze the current situation and development trend of Hainan pearl jewelry online marketing. Through research, it is found that the current online marketing is mainly concentrated on e-commerce platforms (such as Taobao, JD.com, etc.), social media (such as WeChat, TikTok, Xiaohongshu, etc.) and live streaming. These channels have greatly broadened the market coverage of Hainan pearl jewelry. However, online marketing also faces some problems, such as fierce market competition, insufficient brand influence, and serious product homogeneity. In order to promote the sustainable development of Hainan pearl jewelry online marketing, this paper proposes the following countermeasures: brand building is strengthened, and unique cultural connotations are created; big data and artificial intelligence are used to optimize marketing strategies; short videos and live streaming are used to further enhance user experience; a diversified online and offline integrated sales model is built. In short, in an environment where opportunities and challenges coexist, Hainan pearl jewelry online marketing needs to further enhance market competitiveness and brand value through innovation and technology empowerment.