Queena Sparkle

Conversation with a CEO: Queen.Z Jewellery Founder and CEO Ms Queena Zhang

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Did you know that China is the largest e-commerce market in the world? In 2021, China overtook the US to become the largest market for e-commerce globally. It generates almost 50% of the world’s online retail transactions, reaching more than 710 million digital buyers, with transactions totalling US$2.68 trillion in 2022. Out of the sizeable online market in China, online jewellery sales have been growing in importance and value in recent years. In 2020, online sales had accounted for about 9% of total jewellery sales in China; by 2023, about 28% of total jewellery sales in China was made online.

China’s online jewellery market is a highly competitive industry where countless online retail mega-chain flagship stores, smaller online shopping platform shops, social media activities, and video and livestreaming channels exist and compete alongside one another. Thus, it is a noteworthy achievement when an individual rises to the top of this food chain to become a recognised brand leader in an ocean of competitors.

Ms Queena Zhang, founder and CEO of Queena.Z Jewellery is one of the biggest names in the Chinese online jewellery industry today. In 2020, she was No. 1 in terms of Total Sales Amount in the Jewellery Section of mega-online shopping platform Taobao.​com during the sales extravaganzas on both Double-11 and Double-12. She was also named the Most Valuable Livestreamer in the Industry for Taobao. com in 2020. Over the next few years, she continued to achieve breakthrough after breakthrough. Queena was the first livestreamer to achieve sales of over RMB 100 million during the Midyear Online Shopping Carnival in 2021. In the same year, she also became the first Jewellery KOL (Key Opinion Leader) to do on-site livestreaming for the 3rd China International Import Expo. In 2023, she was the Top Jewellery KOL of Double-11 in Taobao.​com, while she was named Top Jewellery Livestreamer of the Year by Taobao.​com in 2024.