Regarding the development of jewelry fashion, we still hope that they can transform in time. The jewelry consumption demand of China's total population is increasing, and the pattern of China's jewelry consumption market is changing. Jewelry processing enterprises in Chinese mainland are mainly concentrated in Guangdong, Zhejiang, Fujian, Shandong and other provinces, among which Guangdong's jewelry industry ranks first in the country, accounting for more than 70.0% of the national jewelry industry, and China's jewelry technology has reached the international level. However, the overall design level of local jewelry brands is still low. With the development of economy, the consumption potential of jewelry in China is expanding. Many international jewelry brands pay more and more attention to the development of China market, and local brands are also growing in the fierce market competition.

China consumers' jewelry consumption is dominated by luxury consumption. In addition, customized jewelry will become a new growth point in the jewelry industry. About 55% of China's fashion jewelry category belongs to this price category. In this price segment, the representative brands are domestic brands such as Ajitu and Sanfu, and the prices are relatively low. There is also a kind of products, the main price is below 100 yuan, which will attract young consumers. The purchasing power of these young consumers will be relatively weak, and they pay more attention to the innovation of styles and designs, which accounts for about 25% of the market. In this market segment, there are no clear brand participants, but more scattered products, mainly competitors without brands, competing in this price range.

Due to the rapid changes in consumer behavior, the fashion jewelry industry in China is undergoing a transformation. Brands need to pay attention to and take action, and they need to seize consumers' pursuit of new trends in time. In AC Nielsen's latest consumer market survey in China, the younger generation of consumers in China are very keen on pursuing national trends, and many brands will have China Red with strong moral significance in China culture. As well as concentric lock, Ruyi and other design elements, it is very beautiful and symbolic (integrated into the product). At the same time, a large number of China elements are seen in international brands such as Tiffany, Pandora and many well-known domestic brands to attract consumers' attention.

It is the need to strengthen the new growth engine, that is to say, the e-commerce channel vigorously promotes the development of fashion jewelry categories. We can see that since 20 19, more high-end jewelry brands (such as Cartier) have also settled in Tmall. At the same time, internationally renowned brands and luxury brands such as Tiffany and Chanel have set up small program malls, online pop-up shop and advertisements in the circle of WeChat friends, so as to strengthen online exposure and contact with young consumers. Complete online layout of all categories, from enhancing brand awareness, promoting purchase consideration, promoting transformation and promoting recommendation, forming a closed loop for consumers.

We need to pay attention to exploring new business models in the process of industrial development. Omni-channel operation, private transportation and social e-commerce have become hot topics in various industries, including the fashion jewelry industry. If the outbreak of SARS in 2003 gave birth to the vigorous development of e-commerce market in China; Then, in 2020, the outbreak of COVID-19's disease further accelerated the demand for comprehensive channel integration. After 17, the market has developed from "people looking for goods" to "goods looking for people", and people-oriented private domain traffic operation has become a new growth point. To sum up, the future jewelry industry will realize "innovation, openness, * * * enjoyment and * * * win-win".