From the perspective of brand appeal, establishment time and market positioning, Chow Tai Fook's brand promotion is strong and its market position is high. Xie Ruilin is the first Hong Kong-style jewelry brand to enter the Chinese mainland market, and it is a domestic first-line brand. The two companies have their own advantages, and the main difference lies in their different design styles. Chow Tai Fook and Xie Ruilin's jewelry products have their own characteristics to meet the needs of different consumers. Therefore, Xie Ruilin and Chow Tai Fook are not in the same class.