According to statistics, the jewelry category of live broadcast products ranks fourth, accounting for 8.43%, and the top three categories are mainly necessities of life. For the online market with unlimited potential, jewelry brands have already been laid out on various platforms. Since 2020, the proportion of online sales channels of major domestic jewelry brands has increased, and it is expected that this proportion will continue to increase in the future.
Major listed companies in the jewelry industry: Zhou Dasheng (002867), Chow Tai Fook (HK0 1929), Chaohongji (002345), Lukfook Group (HK002590), etc.
The core data of this paper: the market size of jewelry industry, the scale of online transactions of jewelry, and the proportion of online channels of major brands.
1, China's jewelry industry is growing steadily.
From 20 14 to 2020, the sales revenue of China's jewelry industry will increase year by year, and the growth rate has increased year by year in recent years. In 20 19, the sales revenue of China's jewelry industry was 750.295 billion yuan, an increase of 8% compared with 20 18; It is estimated that the sales revenue of China's jewelry industry will be about 81780 million yuan in 2020, an increase of about 9% compared with 20 19. Generally speaking, the market size of China's jewelry industry is growing steadily.
Note: 2020 is prospective data.
2. The proportion of online market transactions in jewelry e-commerce is increasing year by year.
Relevant data show that the transaction scale of China's jewelry online shopping market reached 654.38+0.475 billion yuan in 2065.438+09 and 54.02 billion yuan in 2065.438+09. As can be seen from the following figure, the transaction scale of jewelry e-commerce online shopping market is on the rise, but the upward trend will slow down in the next few years. With the increasingly fierce competition in the jewelry e-commerce industry and the strengthening of industry self-discipline, the development of the industry will become more and more healthy and sustainable.
According to the online shopping scale and jewelry sales scale of jewelry e-commerce in 20 14-2020, the prospective industry research institute shows that the proportion of jewelry e-commerce shopping in jewelry income is increasing year by year, about 7.2%, and it is expected to be about 8.6% in 2020.
The transaction scale of China's jewelry e-commerce online shopping market mainly comes from the promotion of live broadcast of the goods channel. According to Tik Tok TOP 100 anchor cargo statistics, women's clothing accounts for the highest proportion, accounting for 27. 14%, and jewelry accessories account for 8.43%, ranking fourth among all categories.
Note: The statistical time interval of data is from July 1 day to July 7, 2020. During this period, there were no strong promotion activities such as e-commerce promotion festival, and the data was more referential.
3. Online channel layout of major jewelry brands
The main jewelry brands in China include Zhou Shengsheng, Zhou Dasheng, Chow Tai Fook, Lukfook Group and Chaohongji. Most brands have laid out online sales channels as early as 20 10 years ago, mainly by setting up new departments to be responsible for online marketing, and some enterprises choose to set up subsidiaries to be responsible for online sales independently.
In the first half of 20 19-2020, the online channels of major jewelry brands are increasing year by year, which shows that most jewelry brands are actively seizing the market share of online channels. Among them, Zhou Dasheng has changed the most. In 20 19, Zhou Dasheng's online channel revenue accounted for 9.2%, and reached 23. 1% in the first half of 2020, an increase of 15 1% over the previous year.
At the same time, it can be noted that the proportion of online layout of Luk Fook Jewelry is also higher than that of other major jewelry brands. In addition to these major jewelry brands, other jewelry brands have also opened online channels. Under this development trend, many international brands have also opened their own flagship stores on the online shopping platform, such as Cartier, an international brand that has settled in Tmall.
—— For more industry-related data, please refer to the Analysis Report on Business Models and Investment Opportunities of China's Jewelry Industry by Prospective Industry Research Institute.