88.88M
Campaign GMV
Hu Bing New Year Special
Industry benchmark livestream case, single-session GMV record in pearl category
Brand Narrative
Brand Vision
Founded in the 1990s, Baoji Jewelry Group is the only full-industry-chain group with dual freshwater & seawater pearl capabilities.
Company Overview
Brand Vision
Company Overview
Baoji built a complete narrative from origin to market.
Starting from pearl cultivation, Baoji has progressively built a full-chain ecosystem from wholesale trade, finished product processing to retail terminals and e-commerce. We are a rare industry giant with dual capabilities in both freshwater scale and seawater premium segments.
#1
Pearl livestream e-commerce #1
100,000+
Annual pearl processing
100M+
Annual users served
20B+
Cumulative livestream GMV
Leadership
The decision-making power behind dual-core drive
Chairman
Qi Tiebiao
Founder of Baoji Jewelry Group, with three decades of dedication to the pearl industry. Starting from the pearl farms of Shanxiahu, Zhuji, he led Baoji from a small pearl cultivation operation into China's only full-industry-chain group with dual freshwater and seawater capabilities. With strategic vision, he established the Hainan FTP base and built the 'Supply Chain + Brand + Cloud Brand' ecological triangle model.
President
Li Xi
President of Baoji Jewelry Group, responsible for overall operations and brand strategy. With years of deep experience in the jewelry industry, she has driven the brand matrix layout and digital transformation, successfully building livestream e-commerce as the group's core growth engine. She has extensive experience in product R&D, channel expansion, and supply chain management.
Dual Headquarters
Two bases, two operating roles.
Hainan Headquarters
Hainan Seawater Pearl Headquarters
A free trade port bridgehead integrating seawater pearl import, R&D, deep processing, and livestream operations.
Explore Hainan Base →
Zhejiang Headquarters
Shanxiahu Freshwater Pearl Headquarters
The industry's largest freshwater pearl hub — eco-farming foundation and full-process capability driving the mass market.
Explore Zhejiang Base →Strategic Advantages
Three pillars building competitive barriers
01
01
Brand Mindset Matrix
3 core brands + 3 cloud brands covering all price segments from accessible to premium, building a powerful brand mindset moat.
02
02
Super Supply Chain
Zhejiang + Hainan dual bases, freshwater and seawater dual-core drive, 1,000,000+ annual processing, full-chain quality control.
03
03
Omnichannel Distribution
#1 in Douyin pearl category, 20B+ cumulative GMV, covering Douyin, Video, Xiaohongshu, Taobao, Tmall.
Distribution Cases
Livestream E-Commerce Leader
20B+
Cumulative Livestream GMV
300+
Cooperated Influencers
#1
Pearl Livestream E-Commerce Share
52M
Campaign GMV
East Buy Qixi Special
Cultural livestream model, bringing pearl beauty to millions of consumers
Honors & Certifications
Industry recognition for quality and integrity
Vice President of China Jewelry & Jade Association
Member of Zhejiang Jewelry Distribution Association
Council Member of Hainan Pearl Industry Association
Douyin Pearl Category Annual TOP1 Brand
ISO9001 Quality Management System Certified
Licensed Precious Coral Dealer