义乌饰品行业数字化转型：外贸、内销与直播经济的崛起
义乌饰品行业数字化转型：外贸、内销与直播经济的崛起
Yiwu Jewelry Industry's Digital Transformation: The Rise of Foreign Trade, Domestic Sales, and Live Streaming Economy
饰品产业是义乌市的传统优势产业之一，已经形成了一个独具特色的饰品产业集群。眼下，正值饰品的销售旺季，但受疫情影响，外商不便来义乌采购，海运、空运价格上涨，新品发布会、订货会更是无法照常举行，这给义乌饰品行业国内外贸易带来挑战。
The jewelry industry is one of Yiwu's traditional strengths, forming a unique industrial cluster. Currently, during the peak sales season, challenges arise due to reduced foreign buyer visits, rising shipping costs, and canceled trade fairs—impacting both domestic and international trade.
新环境下，义乌饰品行业积极求变，由坐商变行商、电商，果断稳外贸拓内销，由线下转线上，抢抓直播经济风口，一批新模式、新业态涌现，已成为提振行业信心、推动行业繁荣的“新常态”。
In this new landscape, Yiwu's jewelry industry is adapting—shifting from traditional wholesale to e-commerce, stabilizing exports while expanding domestic sales, and embracing live streaming. Emerging business models are becoming the "new normal" for industry growth.
数字化转型：从线下到线上
Digital Transformation: From Offline to Online
据不完全统计，义乌目前有8000多家饰品生产企业和贸易企业，年产值达数百亿元，销往100多个国家和地区，是全球最大的流行饰品生产基地之一。
Statistics show Yiwu has over 8,000 jewelry manufacturers and traders, generating billions in annual revenue. Products are exported to 100+ countries, making it one of the world's largest fashion jewelry hubs.
“受疫情影响，传统外贸向数字化外贸转型，已经成为行业发展的大趋势。”商户徐嘉蔚表示，她多年前就开始布局线上业务，在阿里巴巴国际站、淘宝、亚马逊开设店铺。
"The pandemic accelerated digital transformation in foreign trade," says merchant Xu Jiawei, who expanded to Alibaba, Taobao, and Amazon years ago.
直播经济：流量与产品的双赢
Live Streaming Economy: A Win-Win for Traffic and Products
2020年，徐嘉蔚开辟直播“新战场”，借助商城集团举办的新品发布会，邀请网络主播进店直播。网红主播有粉丝、有流量，缺的是优质产品，而作为传统贸易企业，最缺的就是线上渠道与流量，双方资源互补，不失为一个双赢的营销方法。
In 2020, Xu partnered with influencers for live streaming. "Influencers bring traffic but need quality products, while we lack online exposure—it's a perfect match," she explains.
产品创新：国潮设计提升附加值
Product Innovation: Cultural Designs Add Value
经营户孙灵娟与设计师合作，将国潮风融入饰品，使用深海鲍鱼贝壳等材料，产品附加值显著提升。“一片小小的贝壳，经过设计加工能让市场价值最大化。”她的国潮饰品已成功打入国内外市场，并拥有多项专利。
Sun Lingjuan collaborates with designers to create culturally inspired jewelry using materials like abalone shells. "A small shell’s value multiplies through design," she says. Her products now hold patents and sell globally.
结论：义乌饰品行业的转型之路证明，主动拥抱数字化、多元化渠道和创新设计，是应对市场变化的关键。外贸、内销与直播经济的结合，正在重塑行业未来。
Conclusion: Yiwu's jewelry industry demonstrates that digital adoption, diversified channels, and innovative designs are key to resilience. The integration of foreign trade, domestic sales, and live streaming is reshaping its future.
