Can you believe that a jewelry processing video of just 10 seconds can attract 13.2 million views on TikTok?

Maybe such a processing video would be nothing special in China, but overseas it has become a trending topic.

This is not an advertisement from a luxury brand, but a work released by Dongguan Xixi Jewelry Co., Ltd. (referred to as "Xixi"). Its TikTok videos are not heavily edited, simply showcasing the jewelry-making process in a real and straightforward way.

Perhaps it is this "authenticity" that has successfully won over many foreign fans for this jewelry factory!

Founded in 2008, Dongguan Xixi Jewelry Co., Ltd. is a manufacturer mainly engaged in the production of fashion jewelry.

Currently, Xixi Jewelry can provide more than 5,000 in-stock designs, and also offers OEM and ODM customization services according to customer needs. Its products have already been exported to over 100 countries worldwide, gradually attracting the attention of overseas clients.

Actual product photos from Xixi Jewelry Factory Source: Xixi Jewelry Factory's independent website homepage

To expand its business, Xixi Jewelry is no longer limited to traditional sales channels, but is keeping up with digital trends by bringing its production process directly to the world's largest short video platform, TikTok.

Xixi Jewelry's TikTok account @xixijewelryfactory currently has over 13,000 followers and has accumulated 84,100 likes. Among them, a TikTok video showing the cleaning process after gold plating has reached 13.2 million views, becoming a viral hit on TikTok.

Xixi Jewelry Factory's TikTok account status

Xixi Jewelry also puts a lot of thought into its TikTok video tags.

Each video is tagged with popular jewelry-related hashtags such as #jewelry, obviously aiming to reach more potential viewers. This hashtag has over 8 million posts on TikTok, showing considerable popularity.

Using these trending hashtags to increase exposure, it must be said that Xixi Jewelry Factory's approach is quite effective.

Popular posts under the #jewelry hashtag Source: TikTok

Most of Xixi Jewelry's TikTok videos showcase detailed processes in jewelry manufacturing, such as polishing, gold plating, cleaning, etc. Surprisingly, this assembly line style of content has a unique appeal for many people.

The transformation of metals and gemstones during processing brings a strong visual "stress relief" effect, which has unexpectedly been welcomed by a large overseas audience on TikTok. For many jewelry craft enthusiasts, such factory assembly line content is more authentic and interesting than finished product displays.

Xixi Jewelry Factory's TikTok video style

For example, the TikTok video mentioned earlier with 13.2 million views showcases the cleaning process of jewelry after gold plating.

In just 10 seconds, the content is simple, but the craftsmanship itself may satisfy the curiosity of many viewers and allows many people to intuitively understand the jewelry-making process.

Xixi Jewelry Factory's viral TikTok video

In addition to TikTok, Xixi Jewelry also operates its own channel on YouTube, currently with 46,700 subscribers, even more than its TikTok followers. It seems the content here has also attracted many people, mainly focusing on jewelry design and production processes.

From gold plating to polishing, almost every production step is presented in the videos. This transparent approach does increase viewers' trust.

Xixi Jewelry Factory's YouTube homepage

In addition, Xixi Jewelry has also built an independent website and added some practical features, such as "New Arrivals" and "Best Sellers" sections, allowing users to quickly find popular styles. The independent site also provides multi-language support, making it easy for users from different countries to view product information.

At the same time, Xixi Jewelry also offers detailed product specification pages and a FAQ section on its independent site, answering common questions about logistics and after-sales service. For users, this arrangement saves them time to some extent, allowing them to find the information they care about more directly while browsing, enhancing the user experience.

Xixi Jewelry Factory's independent website homepage

Besides these, Xixi Jewelry has also listed its products on Alibaba International Station.

On its Alibaba International Station homepage, Xixi Jewelry showcases multiple product series, covering earrings, necklaces, rings, and various jewelry styles. Customers can directly browse all kinds of products, making it convenient to find what they want. There is also a "Real-time Updates" section on the page, which is very considerate, allowing customers to see the latest products and offers at any time.

Additionally, Xixi Jewelry has set up sections like "Company Profile" and "Product Certification" to show potential customers its background and qualifications. Overall, this information is straightforward, giving customers a basic understanding of the factory and increasing trust.

Source: Alibaba International Station

In this era of global connectivity, Xixi Jewelry's overseas expansion shows us another possibility:

Rather than relying on traditional promotional methods, it is better to present the production process to overseas audiences through authentic and intuitive content, adding credibility and approachability to the products.

Perhaps, the future path to going global does not lie in fancy packaging, but in moving people with genuine quality and details. This transparent approach may be a new way for manufacturing enterprises to go global.