CHINA FASHION BUSINESS

▼The following discussion in Leng Yun fashion community is a discussion and summary of industry issues. These shares are the crystallisation of collective wisdom. (They do not represent the personal views of Leng Yun). It is hoped that this method will benefit more industry professionals!

1. Basic Understanding of Stone Products

Currently, a wide variety of stone materials are trending in the home décor industry, offering useful insights for other sectors. Stone materials refer to various types of natural stones, all non-synthetic. Their applications are diverse—commonly used for making coffee tables, kitchen islands, candle holders, trays, and vases.

Each piece of natural stone is unique, with unrepeatable textures and patterns. The stone industry is particularly skilled in naming strategies—those elegant, luxurious names evoke a sense of premium value from the outset. For example, “Italian White Flower Marble” sounds inherently high-end.

The production of stone homeware is quite special. These hard stones must be imported as large raw blocks from overseas, then processed domestically into various shapes and uses. Small items are often more diverse in form, while large ones are mainly used for coffee tables or dining tables. On platforms such as Xiaohongshu, both large and small stone items are available for sale.

Pink jade stone, in particular, has a delicate, translucent texture. Different colors and patterns can all be crafted into exquisite home items—the natural veining alone often provides enough beauty without heavy manual enhancement.

2. Target Consumers and Emotional Value

The primary consumers of stone homeware—especially small items—are women. Although the real estate market is sluggish, affecting interior design spending, stone décor is not purely functional; it fulfills an emotional value.

The rise of fragrance culture has boosted sales of stone décor. Many women purchase stone candle holders to pair with scented candles. Pink-toned stones, such as the “Rainbow Rose” variety, are particularly popular—often selling out instantly during live streams. These items satisfy consumers’ desire for lifestyle aesthetics and emotional comfort.

Beyond candle holders, stones are also crafted into containers for daily use. Many customers purchase full matching sets—for soap dispensers, candle trays, or other decorative storage purposes. The typical price range for such small stone items is around 300–500 RMB, making them relatively affordable.

Some consumers express concerns about potential radiation from marble. Generally, translucent stones are considered safer, but scientific conclusions remain unclear. Safety is an essential factor for home materials—just as prolonged exposure to strong ink odors in new books can affect health, materials used at home must prioritize safety above all.

3. Market Strategy and User Positioning

Market data shows that female users dominate stone décor consumption, which explains the high sales of pink series. One successful live-stream brand focused exclusively on pink jade products. Their approach was simple yet effective—specialize in one category, create deep user recognition, and maintain consistent exposure through daily evening live streams.

This “small but beautiful” strategy proves the power of understanding your users. By minimizing material costs and maximizing conversion, the brand achieved impressive sales results. In contrast, stores with too many stone types struggled—because a “broad and diverse” model demands higher financial and operational input.

This focused, fine-tuned approach shows that by understanding the market and focusing on a specific niche, brands can thrive. Small stone items are typically priced between 200–500 RMB, while slightly flawed or older designs are discounted to tens or hundreds of RMB to reach different consumer levels.

4. The Power of Low-Price Strategy

Low pricing is also a powerful tool in the stone market. One live-stream channel became famous for pioneering a low-price model—despite minor design flaws, each item sold out within seconds. This pattern mirrors many industries: being first to go low often guarantees explosive sales.

These sellers often mark products as “no returns or exchanges,” since customers can see the product live and agree to purchase as-is. While competitors sell similar items for 100–200 RMB, they sell for only tens of RMB—still profitable by sourcing leftover or waste stone materials and focusing on a few types to cut costs.

1. Shape Innovation and Market Segmentation

Design innovation plays a crucial role in market differentiation. While most sellers compete in small-item categories, some have expanded into large dry tea trays—opening new market opportunities. Tea trays don’t come into direct contact with food, making them easier for consumers to accept. Some sellers even apply glaze finishes to allow food placement.

These large trays showcase beautiful natural colors and textures, mainly used for display rather than food serving. The main difference between trays and tea plates lies in size. Such marble trays are among the most common product types in this sector.

As the market evolved, more creative shapes emerged—such as gourd, cherry blossom, and butterfly forms. Jewelry boxes, storage jars, and vases also became popular. Designers leverage stone’s inherent textures, creating visually striking décor items and small art pieces.

2. Artistic Value as a Selling Point

Some sellers emphasize artistic appeal, naming their collections after famous paintings—like “Monet’s Garden” or “Four Seasons Cocoa.” These products attract consumers who appreciate the artistic aspect of natural stone patterns.

However, this strategy has limitations. Once the best-patterned stones are sold, remaining items with less attractive veining become hard to move. Since only 20–30% of stones naturally exhibit high visual appeal, sellers risk overstock and cash flow pressure. Replenishment takes 2–4 weeks—comparable to the apparel industry’s slow-moving inventory problem.

3. Key Factors for Successful Live Streaming

Live-stream setup is critical. Lighting dramatically affects how products appear—dim lighting dulls their beauty. Unlike AI-generated virtual showrooms, real live sessions feel more authentic—just like meeting in person versus video calls. Seeing real material texture creates stronger emotional connection.

Streaming frequency also matters. Consistent daily sessions help viewers remember the brand—aligning with the advertising principle of repeated exposure. The more often people see it, the deeper the impression and the higher the chance of purchase.

The 8–10 PM window is prime time for live streaming. To avoid competing with top-tier hosts, some sellers choose afternoon slots—sacrificing peak audience flow but avoiding traffic congestion.

Host professionalism is equally important. Knowledge of materials, production, and care adds credibility. Some anchors lose customers simply because they can’t answer product questions. Just like in physical stores, professional expertise is essential for trust-building.

Official brand accounts also help by announcing live schedules, new releases, and featured products. Of course, price-sensitive customers remain a major segment—low-price strategies still appeal to those who make fast purchase decisions without deep understanding.

Stone décor may have greater potential overseas, where consumers invest more heavily in interior design. In fact, the stone homeware trend originated abroad and has since matured in foreign markets. However, cost advantages are limited since most raw stones are imported—similar to the diamond trade.

For the fashion retail industry, stone materials offer unique opportunities in store design and visual merchandising. Incorporating stone décor adds individuality to boutiques, breaking away from conventional metal-and-wood interiors. While large pieces like marble tables can cost over 10,000 RMB, small vases or trays (a few hundred RMB) are affordable options to elevate store aesthetics.

Stone is also common in daily spaces—especially in restaurants, where its texture enhances ambiance. Beyond safety concerns, stone décor brings tactile and visual richness to interiors. Material science is fascinating; understanding materials can elevate one’s sense of taste and quality of life.

In conclusion, while professional craftsmanship is necessary, basic knowledge of stone materials can significantly improve home or retail environments—making stone not just a material, but a lifestyle symbol of elegance and permanence.

PS:Translation is done by AI.

文字整理：张怀楷

文字编辑：张怀楷

美术编辑：李宁