The market competition pattern of jewelry industry is taking shape, and the jewelry consumption market has formed a mainstream consumer market in which foreign high-end luxury brands represented by Cartier occupy the high-end market, Hong Kong brands represented by Chow Tai Fook and domestic famous brands represented by Lao Fengxiang compete on the same stage. Major brands in China and Hongkong accelerated the pace of channel expansion, and the channels sank to the second and third lines. And in brand communication, marketing promotion methods are more diversified. At the same time, the rise of online marketing is quietly expanding emerging markets. With the diversification of jewelry consumption, the socialization of enterprise capital and the internationalization of jewelry industry, brands and channels will become the key to widen the gap between jewelry enterprises and competitors, and the industry will enter a period of high-speed integration. After the economic fluctuation of 20 12, the overall development of jewelry industry still shows a high growth rate. It is estimated that by 2020, the total annual sales of China's jewelry industry is expected to reach 400 billion yuan, which will become the largest jewelry consumption market in the world. Therefore, it is expected that China's jewelry market will maintain a high growth in the next few years, especially due to the value-preserving and hedging characteristics of gold. It is expected that gold consumption will maintain good growth in the future. On the other hand, with the improvement of income level, consumers' consumption habits are also changing, and the consumption frequency and price of fashion jewelry are also gradually increasing. The consumption of diamond products representing pure love has maintained rapid growth, and China has become the second largest diamond consumer after the United States.