On the evening of August 27, the 11th China Gold Capital · Wealthy Zhaoyuan Golden Festival and the First Online Gold Festival officially kicked off in Zhaoyuan, Shandong. Building upon the traditional golden festival, this event innovatively launched an online gold festival, marking a brand-new attempt to boost the online sales of Zhaoyuan’s gold through the power of the internet, while also establishing the distinctive e-commerce brand “Zhaoyuan Gold” and a regional public brand.
Influencer livestreams usher in a new era of online gold exploration
The First Online Gold Festival of China's Gold Capital aims not only to showcase the quality and craftsmanship of Zhaoyuan gold nationwide but also to revive its profound cultural essence.
On August 28, a grand online gold feast themed “Gathering Online in the Golden Capital, Promoting the Culture of Gold,” and centered around the concept of “gold panning,” officially commenced at Zhaoyuan Gold, Jewelry, and Gemstone City. The live stream began with a local government official from the Zhaoyuan Commerce Bureau acting as a “tour guide,” introducing the hidden cultural stories behind China’s Gold Capital and Zhaoyuan gold to fans across the country, setting a mysterious tone for the entire broadcast. Participating merchants included flagship online stores of brands such as Zhaojin Gold Shop, Luxin, Yuyuan Public, and Luyin Square. Store managers professionally recommended their best-selling gold and silver jewelry and distributed coupons to nationwide viewers, while influencers trying on the pieces sparked huge interest among fans. In addition to gold store tours and jewelry try-ons, the live stream also featured “behind-the-scenes” access to jewelry workshops, demonstrations of traditional wire-inlay craftsmanship by intangible cultural heritage inheritors, exhibits on gold culture at the Gold Museum, interactive “gold grabbing” games, as well as offline gold panning experiences. There was even a “golden feast” for foodies, making the live content truly unprecedented.
According to statistics, the live stream garnered over 300,000 real-time viewers, earned more than one million likes, and sold over a thousand gold and silver jewelry pieces within just six hours, with hundreds of items selling out. The dazzling array of gold and silver products seen through the livestream ignited even greater purchasing desire among netizens, prompting many to visit physical stores to immerse themselves in the festive atmosphere of the Golden Festival and experience the jewelry up close. This approach has pioneered a new path of integrated online-offline e-commerce development, helping to rapidly elevate the region’s “Internet+” gold brands.
A hit online, refreshing the new image of China’s Gold Capital
The online sales of the First Online Gold Festival of China’s Gold Capital were launched simultaneously. Zhaoyuan actively integrated resources and brought in Alibaba service providers to offer professional guidance for the online sales of “Zhaoyuan Gold,” enhancing the competitiveness of local merchants’ online stores. Leveraging Alibaba’s Taobao platform, themed marketing campaigns were carried out to comprehensively unveil the mysteries of the “China Gold Capital” through the internet.
According to statistics, the participating stores received 200,000 visits during the event, 14 times the daily average. Sales exceeded 36 times the pre-event daily average, with a conversion rate nearly 20 times higher than usual. A total of more than 2,000 pieces of gold and silver jewelry were sold, and over a hundred products sold out and were taken off the shelves. Among them, Zhaojin Gold Shop’s “Hourly Purchase” event saw 200 gold bars sell out in just two hours, ranking first in the industry’s top products and fifth among top stores. Currently, warehouses of the participating stores are overwhelmed with orders, with staff efficiently packing items for delivery in the coming days.
This Online Gold Festival demonstrated a powerful combination of the internet-based dissemination of the Gold Capital’s gold culture and e-commerce sales of gold, creating a new model for online gold marketing. It facilitated the shift of Zhaoyuan’s gold and silver jewelry from purely offline to an integrated online-offline, omnichannel marketing approach, significantly enhancing the competitiveness of the city’s distinctive and advantageous industries, strengthening sustainable industrial development, building the “Zhaoyuan Gold” distinctive e-commerce brand and regional public brand, and further polishing the new online image of the “China Gold Capital.”