The competition in the jewelry market has shifted from the competition of raw materials to the competition of design.
More and more post-90s generation received good higher education or had overseas study experience. Different from their elders, they pay more attention to the design of jewelry when buying jewelry. They don't care too much about whether the material of jewelry is real gold, silver or precious stones and diamonds. What they value more is whether the style is good or not, whether they can show their personality and convey their voice. ?
The survey found that the "luxury" jewelry series was deeply loved by young people born in 1990s. Compared with the post-60s and post-70s, the consumption level of young people born in the post-90s is lower. Jewelry with a price of 1000- 10000 yuan is the main consumption range of the post-90s. On holidays or special days, the post-90s will consider jewelry as a gift. ?
Compared with online shopping, post-90s prefer to buy jewelry in physical stores. According to Accenture's "China Insights into Global Post-90s Consumption Research" released in August 20 17, 3 1% of post-90s prefer to shop in physical stores. Many post-90s people look at styles online and then buy them in physical stores. Sometimes the jewelry with the same style of stars will also be sought after by the post-90 s?
In short, either buy a big brand or buy a niche design. The pursuit of beauty and self-expression are young post-90s.
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