Research on Innovative Marketing of Baltic Amber Jewellery in China Market

Abstract

Affected by the Novel Coronavirus epidemic, the challenge for SMEs in 2020 will change from “difficult mode” to “hell mode”. In order to prevent cross-infection, offline retail, catering, tourism, supermarkets, vegetable markets and other traditional industries are almost closed. In other industries, most companies have delayed the resumption of work, but rent and wages are still paid. Under the huge cost pressure, many enterprises are facing a crisis. In Latvia, one of the three Baltic states, Baltic amber processing and retailing is an industry heavily dependent on tourism, and local amber souvenirs and jewellery have been severely affected by the outbreak. The transformation of marketing channels is therefore a priority for Baltic Amber jewellery sellers. In the traditional online marketing, Baltic amber jewellery is not easy to be recognised by the majority of Chinese consumers because of its own characteristics, so on the basis of a variety of online marketing, the marketing of Baltic amber still needs innovation to achieve the expected marketing goals. With fierce competition from rivals in online marketing in China, there will still be many difficulties, among which the biggest difficulty is that many sellers on Douyin platform are selling fake amber. And many Chinese consumers lack sufficient ability to purchase the authentic Baltic amber. Based on these problems, the author takes Georgs Romulis /Amber with Soul Baltic amber jewellery brand as the research subject and potential consumers of Baltic amber on the Douyin platform as the research object to carry out the new online marketing methods. The author takes the literature method, statistical analysis, and comparative analysis as the research methods. Through Douyin and WeChat platforms, the author create the Douyin-WeChat Network Marketing Model as the innovative way to enlarge Baltic amber marketing in China. Finally, the author finds that an innovative way of online marketing method for Baltic Amber is to find target customers through Douyin platform, communicate with potential customers and get their payment through WeChat platform.