In 2015, the jade e-commerce industry began to develop. There are still relatively few players in the market, and most players are engaged in vertical jade e-commerce.
However, in the past 18 or 19 years, many participants have emerged in the market. Some of these players are directly competing, just like jade products, while others are indirectly competing, just like appreciating treasures and playing with things every day.
Whether it is direct or indirect competition, everyone will ultimately compete for similar user groups in the red ocean market.
At the same time, as a development company, our company encountered situations where clients were unable to operate or the final payment for development could not be recovered, and we also accumulated a large amount of industry source code that could not be monetized.
From a business model perspective, the main users of the product are platform merchants.
Why are they business users? On the one hand, the platform is not operating in a cooperative mode with them, but in a management mode. If that’s the case, then the merchant is like a user who can be caught by other competitors. On the other hand, these dealers are all small dealers in the antique city, with a large number of users. The official claims to have over 100000 merchants, so they are also part of the user base of this product.
Why is it said that merchants are the core? The business model of the platform is not to sell products on its own, but to rely on hundreds of thousands of merchants to open stores and sell products on the platform. Due to the large number of merchants, the platform has a large variety of ethnic style SKUs and cultural categories. In addition, due to the policies of the platform’s departments, merchants have made significant contributions to the platform’s daily promotion and advertising of new products, making them the main users of the platform.
However, as merchants accumulate brands and fans on the platform, they will gradually incur significant transfer costs, making it more difficult for us to impress these users.

Ordinary users are mainly those who enjoy playing with miscellaneous items and have shopping needs. They make purchases on the platform through live streaming rooms and auctions, and also consume short videos and content related to ethnic culture in the community module.
In the jade e-commerce industry, although there is currently a lack of relevant data reports on the future size and growth rate of the jade market, based on the characteristics of jade consumption, I personally believe that although the unit price of jade is high and GMV creation is high, consumption is covered and the population is still relatively small.
The consumer group of jade is not as large as 3C, fresh food, food, books, and cosmetics, and the consumption frequency is low, so the ceiling height of the jade industry market is still relatively limited.

In addition, when evaluating the development space of a market, in addition to calculating the current number of consumer groups, consumption levels, and market consumption saturation, it is also necessary to consider the inheritance of future new consumer groups. Based on the current characteristics of the z-age group, they do not have much interest in consumer goods such as jade, nor do they have sufficient purchasing power. As for whether they will have purchasing interest and demand due to their age in the future, it is still difficult, so there is no ideal imagination space for the future of the jade market.
The value cycle of cultural and antique users is like a constantly expanding balloon, gradually evolving.
As user behavior accumulates, you will become a loyal and persistent circle user for a long time, and your purchasing power will increase with the enhancement of your appreciation ability. The users of the circle themselves have purchasing power and appreciation ability, but at the same time, they generally also have family business channels and social relationships. Unless it is a rare item or the price is low enough, the transfer cost is very high. If you want to continuously expand your user base beyond your circle, young users, then you need to cultivate user skills for yourself. The core of the entire user growth direction is to continuously enhance users’ love and appreciation for cultural toys.
On the one hand, the product level approach is to continuously attract users to purchase through low price loyalty, gradually enhancing their purchasing confidence and taking a crucial step towards breaking the cycle. On the other hand, content evaluation, production, and distribution services are used to popularize knowledge or serve as a bridge for communication.
Firstly, there is the issue of portrait. In actual operation, the current profile is not thick enough, mainly based on user behavior indicators such as new users, active users who have not purchased, first-time buyers, VIP users, and lost users. Further assist in promoting (red envelopes, missed orders, free orders), product classification (merchant type, price), interactive behavior guide/sharing, service layer, content and other media.
Some ideal assumptions can be made: what should the complete portrait of a game player look like? The time you have been in contact with the circle, its location (you can determine the culture, trading, and category characteristics of the lower level exchange), your collection status (quantity, value, type), and whether it will be sold. Replacement, as well as their appreciation ability, their purchasing channels, their purchasing power, etc. In addition to personal dimensions, platforms should also find ways to increase users’ portrait data sources, rather than just utilizing the portion left by users on the platform.
As user behavior deepens, your social interaction and bookmarking needs will increase. At present, a large number of homogeneous products and rough recommendation forms will not be able to meet the needs. Between users, between users and favorites, user credit. Level registration requires increasingly precise matching and description.
The second is the division between users and services. Users in each growth stage must meet their own billing, social media, and service needs. It not only requires supporting portraits, diverse forms of dissemination and thresholds, but also requires exploration of various services and activities such as online collection rooms, online exhibitions, treasure hunting, etc.
Only through more accurate profiling and service extension can we truly delay the lifecycle of users and products within the industry.