(Economic Observation) The online market for jade and jade has entered a "mature period", using the culture of the country to focus on the youth market
China News Service, Zhaoqing, December 11 (Reporter Minjie Cai) The winning works of the Huabiao Award for jade carvings in 2021 are on display in Sihui City, Zhaoqing City, Guangdong Province, which has the title of "Hometown of Chinese Jadeware". The works carved from materials such as jade and Tian jade attracted the audience to watch.
Not far away, Jade's online live broadcast attracted many viewers. There are corresponding personnel responsible for positions such as product selection, anchor, operation, planning, and after-sales service. The development of the live broadcast e-commerce industry is extremely standardized.
The jade work titled "Food for the People" is exhibited in Sihui.
Photo courtesy of Sihui City Jewelry and Jade Jewelry Industry Association
According to the data provided by the People's Government of Sihui City in Zhaoqing City, the jade industry in Sihui grew rapidly in the 1990s, and has developed into a jade jade wholesale market and jade processing and distribution center integrating production, supply, and sales.
At present, Sihui has 15 jade trading stores (bases) with nearly 200,000 employees. The scale of the jade industry ranks first in the country. Its products sell well both at home and abroad. The annual transaction volume is about 30 billion yuan (RMB, the same below). The proportion of online sales has increased year by year.
The "2021 China Jade Industry Consumer White Paper" pointed out that thanks to the promotion of technological changes such as short video live broadcasts on the market, jade products in the source market will be brought to young consumers through live broadcasts. Jadeite surpasses diamonds to become China's second largest jewelry Consumer products accounted for 14.8% of the market share.
Due to the continued impact of the new crown pneumonia epidemic, the offline market for jade jewelry has shrunk again compared to the same period last year.
Although the jade online trading market is still growing, the transaction volume has gradually returned to rationality and the growth rate has slowed down. It is estimated that the total volume of commodity transactions in 2021 will be 250 billion yuan.
The jade work named "Zhi Wei" was exhibited in Sihui.
Photo courtesy of Sihui City Jewelry and Jade Jewelry Industry Association
Fan Yong, a guest researcher at the National Cultural Industry Research Center of Tsinghua University, said that from the data point of view, after years of rapid growth in Internet users in Mainland China, the overall growth rate has begun to slow down, and e-commerce traffic has officially entered the era of inventory game.
Market competition is becoming increasingly fierce, and the industry reshuffle trend will also accelerate. Only by rationally planning and deploying sales channels externally and using high-quality content and goods internally as the value orientation can jade merchants remain invincible on the "battlefield".
Hu Lihua, president of Sihui City Jewelry, Jade and Jewelry Industry Association, said that after a period of "extensive" barbaric growth, Jade Live will move towards a standardized, centralized, and professional business model.
While establishing and improving the long-term supervision mechanism of the live broadcast market, strengthening the research on the training model and system of professional live broadcast talents is the only way for the sustainable development of the jade live broadcast industry.
As China's comprehensive national strength continues to increase, China's national tide culture has risen rapidly.
Wearing Hanfu, tasting national flavors, watching national comics, playing with national trends, and wearing national style accessories have become a consumer trend favored by young people.
Chinese jade culture has a long history, and the rise of national tide culture will inject new vitality into the development of the jade industry.
The jade terminal consumer market is blowing a new trend that cannot be ignored.
According to the "2021 China Jade Industry Consumption White Paper", user groups between the ages of 25 and 34 have become the main force in online jade consumption.
Consumers in this age group have generally grown up in the era of rapid Internet development. They are willing to accept diverse cultures and things, pay attention to personal consumption experience, and improve the quality of life and gain experience are the core driving forces of their consumption.
Ye Zhibin, President of the China Jewelry Industry Association, said that 2021 will be a year of crisis and opportunity for China's jade cultural industry, and new jade materials are in short supply. This is just a review of China’s jadeite production, marketing, and consumer inventory product innovation services. New opportunities.
How to realize the new connotation of the national tide in design and build a new service platform in the multiple transactions of jade products will be the key to promoting the high-quality development of China's jade cultural industry.
"With the continuous improvement of Chinese national cultural self-confidence, the national trend culture is sought after by consumers, especially young consumers. How to make Wannian jade culture and current trend culture cleverly collide, actively expand new users outside the circle, and seize young consumer groups, It is the key to the future development of the jade industry." said Bi Lijun, secretary general of the China Jewelry and Jade Jewelry Industry Association.
Sun Li, deputy secretary-general of the China Jewelry Industry Association, believes that more and more young people like to wear jadeite, which is an important manifestation of the rise of Chinese cultural confidence in jewelry consumption.
Practitioners in the jade industry should further think about how to better adapt to the changes in user needs in the new round of product development, channel layout and service upgrades, so that they can leap a new level in the development of the industry.
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