China News Service, Haikou, January 8 (Fu Yuqun) The 2022 World Jewelry Development Conference is being held in Haikou.
At the "Gold Sub-Forum" held at the conference on the 8th, many guests believed that China's gold consumption market is picking up. With the consumption upgrade of the domestic jewelry market and the rise of cultural confidence, young consumers pay more attention to product innovation and the background of products. s story.
And "ancient gold", which is closely integrated with design, craftsmanship and traditional cultural elements, is gradually becoming popular in the domestic gold jewelry consumer market.
Gold consumption demand in the Chinese market has always been strong, making China the main force driving the growth of global gold consumption.
According to the World Gold Council's "Global Gold Demand Trend Report" in the third quarter of last year, the demand for gold jewelry in the Chinese market in the third quarter of last year reached 157 tons, a year-on-year increase of 32% and a month-on-month increase of 7%, basically returning to the level before the epidemic.
In recent years, the culture and innovation of the gold jewelry market is becoming the main driving force for the gold jewelry market to enter a new track.
According to Li Xuesong, Deputy General Manager of the Precious Metals Business Department of Industrial and Commercial Bank of China, the current gold industry is also experiencing a national trend, which mainly presents three characteristics. The appearance is justice, the unique and firm personalized expression, and the ideological expression. Post-90s and Generation Z are more favored these characteristics.
Inheriting the craftsmanship of ancient Chinese court gold and silverware, combined with modern design concepts and the use of modern precision processing technology, the ancient method of gold not only brings a refreshing product experience to consumers, but also because of its rich traditional Chinese culture and Intangible cultural heritage "memory" is favored by the younger generation of consumers.
Li Gen, chief designer of Caibai, introduced that since the outbreak of the epidemic, consumers' demand for jewelry and gold accessories has been quietly changing. Young consumers pay more attention to cultural and creative products and ancient gold products, and pay more attention to the stories behind the products. .
In recent years, "Caibai" has formed an "innovative matrix" in marketing channels, product design, production technology, etc. The currently launched cultural and creative products and ancient gold products have performed well in sales.
Jia Shuchang, a senior analyst in the China region of the World Gold Council, noted that the current domestic gold market in the ancient method of gold products in the limelight, the ancient method of gold in jewelry retail stores in the country's inventory accounted for the third.
In view of the current gold market consumption, the expected market is mainly concentrated in groups under the age of 40. He believes that in the future, retail stores will focus more on the younger generation of consumers, mainly focusing on private traffic and social media to attract young people in a young way. groups, activate existing customers, and achieve secondary sales.
Take Chow Tai Fook, the leading brand in the gold jewelry industry, as an example. In 2021, it launched the "Inheritance" series of ancient gold categories, with a total of 1.85 million pieces sold.
Chen Shichang, managing director of Chow Tai Fook Jewellery Group Co., Ltd., introduced that in order to better connect with consumers, the group realizes intelligent retail through cloud counters, digital customization platforms and other services, and also conducts a series of product innovations to meet the diverse needs of consumers. ization needs.
The appearance of "ancient gold" jewelry has made more people pay attention to the beauty of ancient craftsmanship, so how can ancient gold achieve internationalization?
Wu Fenghua, founder of TTF high-end jewelry brand, believes that the internationalization of ancient gold is the internationalization of traditional Chinese culture and the internationalization of Chinese brands.
Specifically, the design inspiration and craftsmanship with Chinese characteristics can be combined with the western jewelry culture to develop jewelry products that integrate the east and the west, and convey the unique Chinese jewelry cultural characteristics and craftsmanship value to the international market.
"Consumers feel that gold jewelry is not fashionable enough, and the emotional connection with their life circle is weak." Zhang Qi, industry development and marketing manager of the World Gold Council, said that in response to these challenges, retailers need to re-establish the emotional connection between young consumers and gold jewelry , Improve the image of gold jewelry and dig deeper into the young consumer market, so that brands can be rejuvenated, products innovated, and socialized promotion.
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