1.Overview of China Caibao Jewelry Market in 2009

In 2009, it was very unusual for China Caibao jewelry market. The global financial crisis has brought great impact to the development of the world economy, and the major jewelry markets in Europe, America and Japan have shrunk severely. However, to people's surprise, the jewelry market in China is still booming, and colorful jewelry, as a new force, is showing great vitality.

According to rough statistics, the sales of colorful jewelry in China's jewelry market in 2009 was about 6 billion yuan, an increase of about 33% compared with 4.5 billion yuan in 2008. Its share in the whole jewelry market in China has also increased from 2.5% in 2008 to 3%. Compared with the annual growth of the national jewelry market of about 10%, the increase of colorful jewelry is really exciting.

Figure 1-2- 10 The sales growth of Caibao in the Chinese jewelry market over the years.

China Caibao jewelry market began in the early 1990s. After 65,438+00 years of development, the total market sales in 2005 reached 2.8 billion yuan. In this process, the regional differences in the national market are very obvious. However, from the data comparison between 2009 and 2008, it can be seen that this regional difference is improving.

Figures 1-2- 1 1 and 1-2- 12 clearly show the sales proportion of colorful jewelry in China. In 2008, the proportion in North China and East China was as high as 56%, while that in Southwest China and Northwest China was only 13%. By 2009, the situation had changed obviously. The share of North China and East China was 46%, down by 10%. The southwest and northwest regions accounted for 22%, especially the northwest region accounted for more than the northeast region.

Figure1-2-11Distribution of sales proportion of colorful treasures in various regions of China in 2008.

Figure1-2-12 Distribution of Sales Proportion of Caibao in China in 2009

Judging from the figures of sales growth in various regions, the traditional sales-strong regions maintained a strong growth momentum in 2009, and those regions that started late also caught up and have the potential to catch up. As a result of its market development, it will definitely break the serious imbalance between the east and the west of the national colorful treasure market, thus forming a new pattern of colorful treasure market with balanced development of east, west, north and south.

Figure1-2-13 China regional sales growth rate in 2009.

2. New Features of China Caibao Jewelry Market in 2009

Feature 1: The industry pays more attention to colorful jewelry.

The survey shows that in 2008, although the jewelry industry has good expectations for the development of China Caibao market in the next five years or even a period of time, it is more cautious about the speed of market rise.

Figure 1-2- 14 Merchants' Views on the Future Development of Caibao Market

However, this view changed a lot in 2009, and many jewelry operators who used to take a wait-and-see attitude chose to add colorful jewelry varieties in 2009. In March 2009, at the Shenzhen Jewelry Fair, the total number of exhibitors decreased by 30%, while the number of exhibitors of Caibao enterprises increased by nearly 50%, which well shows that the attention of the jewelry industry to Caibao jewelry is increasing rapidly in 2009. The jewelry industry has changed its cautious wait-and-see attitude and actively participated in the colorful treasure market, which is a very favorable factor for the promotion and development of the market. According to the customer composition of Lu Xian Jewelry Company, more than half of the new customers in 2009 have never operated colorful jewelry in 2008. At present, there are more than 30 jewelry brand enterprises with an annual sales scale of over 100 million yuan, of which 8 have an annual sales scale of over 654.38 billion yuan.

Feature 2: Changes in the characteristics of consumer groups of colorful treasures.

In 2009, the characteristics of consumer groups of Caibao had some obvious changes compared with previous years. According to the research report of Brand Operation Center of Lu Xian Jewelry Company, these changes are mainly reflected in consumers' age, education level and consumption concept.

(1) The consumption age of Caibao tends to expand. In 2009, women aged 40-50 were still the main consumers of Caibao, accounting for about 50% of the total. The number of consumers aged 30-40 has increased substantially, nearly doubling that of 2008, reaching 30% of the total; In addition, a group of post-80s consumers have emerged, accounting for about 5% of the total. The data shows that the age structure of single consumption, which was dominated by middle-aged women, is changing, and the age group of colorful treasure consumers is expanding.

(2) The education level of Caibao consumers has gradually improved. The most obvious feature of 2009 is that the number of consumers with bachelor's degree or above is very strong, accounting for more than 40% of the total, among which masters and doctors also account for a certain proportion, with an overall increase of more than 100% compared with 2008.

(3) The consumption concept of Caibao has changed to the pursuit of decoration and personalization. Nearly 80% consumers think that the reason for choosing colored jewelry is that colored jewelry is more decorative and personalized than plain gold and diamond ornaments.

The change of consumer group characteristics of Caibao accords with the consumer psychology of Caibao. As a kind of jewelry, Caibao is different from ordinary plain gold diamonds in function. Caibao's rich natural colors and acquired plasticity have become a symbol of fashion. Consumers' cognition of jewelry has changed from the traditional concept of maintaining and increasing value to the pursuit of decoration and personalization. The shift of consumers' preference for colorful treasures from material itself to spiritual level requires colorful treasures to reflect deeper cultural functions, such as consciousness trends and personality symbols.

Feature 3: The jewelry category of Caibaotou gradually tends to be diversified.

Traditional Caibao jewelry products are mainly amethyst, topaz and topaz, and the three gem products account for nearly 70% of the sales in Caibao market. The share of other varieties is only about 30%. Therefore, many businesses engaged in colorful jewelry regard these three kinds of gems as a troika to boost sales growth. However, this pattern was completely broken in 2009, and this change is clearly shown in figure 1-2- 15.

Figure1-2-15 Comparison of market share of various categories of colorful jewelry in 2008 and 2009.

Among them, tourmaline performed very well in 2009, with an increase of more than 1.50%, becoming a big dark horse in China Caibao market in 2009, and making great contributions to promoting China Caibao market under the financial turmoil. In addition, olivine, emerald and prehnite also seized the market share of 3.2 1%, and their sales increased by about10.90 billion yuan. These gem categories are likely to become the star characters in the next round of development. As for the growth of "other" categories, it can be explained that the whole colorful treasure market is changing to diversified characteristics. After the traditional pattern of blue, yellow and purple was broken, a colorful jewelry market was finally formed.

3.20 10 Domestic Caibao Market

3. 1 There will be a breakthrough in market share.

In the past three years, Qicaibao's domestic sales have maintained a growth rate of 10% ~ 20%, and in 2009 it reached a growth rate of 33%. It is predicted that the domestic caibao jewelry market will usher in a breakthrough in 20 10, and the growth rate will probably reach 40% ~ 50%. This is mainly based on three reasons: first, the improvement of the overall international economic situation has given the Caibao industry a healthier macro-development environment; Second, the consumption concept of jewelry consumers has changed from traditional preservation and appreciation to the pursuit of fashion and personalization, pushing colored jewelry to the forefront of fashion trends; Thirdly, with the in-depth promotion of Caibao in China, and the well-known domestic brands have included colored jewelry in their important sales categories in 2009, it will surely arouse consumers' general concern about Caibao in the terminal market. All these have given more confidence to the development of Caibao market.

3.2 Choi Bao consumption to the high-end development

The history of colored jewelry wandering in the low-end market is gone forever. Especially in recent years, high-end colored gems, represented by Emerald and Tourmaline, continues to sell well in the market, greatly enhancing the market position of colored jewelry. Take the statistics of Lu Xian Company as an example. In 2006, the retail price of the main best-selling products of Caibao jewelry was between 1, 000 ~ 1 and 500 yuan, and it rose to 2,000 ~ 3,500 yuan in 2008 and 5,000 ~ 8,000 yuan in 2009. We predict that colored jewelry with a retail price of 8,000 ~10 yuan in 20 10 will become the best-selling product in the market. Taking tourmaline as an example, according to rough statistics, the price of tourmaline with the same quality has increased by more than 50%, while in terms of market sales, it has increased by 150% in 2009 compared with 2008. With the rise of Caibao's position in the jewelry market, it is a foregone conclusion that Caibao's consumption will develop to the middle and high end.

3.3 The categories of colorful treasures have been further expanded.

After several years of development, colorful jewelry such as topaz, amethyst, blue topaz and garnet has a relatively stable and mature consumer market. It is expected that these three colorful jewels of 20 10 will continue to develop steadily. Tourmaline, as the biggest dark horse in the colorful treasure market in recent years, is rising. With the enhancement of Chinese people's awareness and recognition of tourmaline, it is expected that tourmaline ornaments will have a faster growth in 20 10. Emerald, olivine, green tourmaline, prehnite and other green gems are increasingly favored by the market, and it is expected that there will be an upward trend in 20 10.

3.4 Design has more cultural connotation.

Colorful colorful treasures have been fundamentally different from monotonous diamonds and pure gold products. Its colors are changeable, and the matching materials are wider, so the design is easy to innovate and the style is more plastic. Usually, excellent design works have simple external forms and profound cultural connotations. When a product is endowed with cultural connotation, it can have unique differences in the market with serious homogenization. It can be said that the research and development of colorful jewelry, in a sense, is the development of colorful culture. Take Cartier, Bulgari and other well-known jewelry brands as examples, their designs are permeated with rich cultural elements, and the original cold gems have become living spirits. It is predicted that in 20 10 years, the cultural demand of colored jewelry design will be the touchstone to test the designer's design level.

4. In recent years, there have been a variety of promotional activities in the domestic market.

13 Annual Meeting of International Cartographic Association

In May 2009, the annual meeting of International colored gems Association (ICA) 13 was held in Panyu District, Guangzhou, China. Nearly 800 colored gems scientists, jewelry experts and practitioners from more than 40 countries and regions attended the meeting. This conference built a most concentrated interactive communication platform for lottery players in Chinese mainland, and also strengthened Chinese mainland's attention to lottery topics. The success of the conference has brought new impetus to the "ready to move" domestic lottery market.

Although it is not easy to promote colored gems in such a vast country as China, Yuan, the current chairman of ICA, said: "In the future, we will make a promotion plan for colored gems in China after in-depth market research." I believe that in the near future, with the full help of ICA, China Caibao market will surely usher in spring.

4.2 Jewelry Exhibition

Domestic jewelry exhibition is an important platform to promote colorful treasures. In September, 2003, it was at the Shenzhen Jewelry Fair that Lu Xian Jewelry first introduced a new product of self-developed colorful inlaid jewelry to the market, which aroused strong response from the market. Jewellery Fair is a platform for jewelry information, cultural exchange and large-scale commercial transactions, which has gathered many exhibitors and professionals at home and abroad. Exhibitors can convey colorful product information to visitors through booth decoration, images, posters, picture books, model jewelry shows, cultural performances, appearances and other ways, and then bring the information to various places by visiting the audience. The promotion of the exhibition and the media reports in the same period also contributed to improving the popularity and influence of Caibao.

At present, there are relatively large jewelry exhibitions in China: China International Gold and Jewelry Fair in March, Shanghai International Jewelry Fair in May, Shenzhen International Jewelry Fair in September, Hong Kong Jewelry Watch Fair in September, and China International Jewelry Fair 5438+065438+ 10 in June. In addition, Qingdao and Chengdu also have smaller jewelry exhibitions. According to incomplete statistics, in 2009, there were more than 500 exhibitors of Caibao in domestic jewelry exhibitions, and the number of exhibitors and the listing rate of Caibao increased by nearly 60% annually.

4.3 Treasure Forum

In 2005 and 2006, China Jewelry and Jade Jewelry Industry Association and Shenzhen Gold Jewelry Industry Association hosted two consecutive colored gems high-level forums, both of which were hosted by Shenzhen Lu Xian Jewelry Co., Ltd. Senior leaders, experts, scholars and industry representatives from the jewelry industry at home and abroad gathered in Shenzhen to discuss the grand plan of how to keep up with the international trend in China's colorful treasure industry from the perspective of the development of domestic colorful treasure industry. This forum is a grand meeting of Chinese jewelry industry, which has played a strategic role in promoting the development of colorful jewelry in China market.

2009 China Jewelry and Jade Jewelry Guide

4.4 Caibao Base

From June 5438 to February 2008, Shuibei Jewelry Caibao Base was born in Shenzhen Luohu Jewelry Industry Circle, and held the annual Caibao Purchasing Conference. Caibao base covers five fields: raw material trading, product packaging, image planning, brand promotion and media integration. It has played an important role in purchasing colorful treasures for customers and promoting colorful treasures for merchants, filling the gap in the professional market supporting colorful treasures industry and making important contributions to the promotion of colorful jewelry in China.

2009 China Jewelry and Jade Jewelry Guide

4.5 Caibao Fashion Trend Conference

Since 2007, Shenzhen Gold Jewelry Industry Association and Lu Xian Jewelry Co., Ltd. have held regular new product launch conferences in Shenzhen from June 5438 to February every year to release the colorful fashion trends in the New Year, which have been held for three consecutive times in 2009. The annual Caibao Fashion Trend Conference attracted leaders and guests from well-known national jewelry brands to attend. It is a grand meeting of domestic jewelry industry, leading the trend of domestic colorful treasures and promoting the development of colorful treasures.

4.6 Retail Terminal

(1) Enzo

Since it officially entered the retail market in China in 2007, Enzo has stood out in a short time with its colorful colors, unique design and exquisite craftsmanship. At present, there are more than 100 self-operated stores in China, and colorful products account for more than 50% of the counter area, which is a big step towards large-scale development.

(2) Dalian Caibao Fashion Culture Festival

Dalian Caibao Fashion Culture Festival is a colorful cultural activity jointly organized by Dalian Shopping Center and Lu Xian Jewelry. It has been successfully held twice in 2008 and 2009, and will be held as an annual regular promotion activity in Dalian market for a long time. The purpose of Dalian Caibao Fashion Culture Festival is not only to let the citizens enjoy the visual beauty brought by Caibao at close range, but also to let the citizens deepen the cultural charm of Xiecaibao.

Although the global economy has been greatly impacted by the financial crisis, the development of Caibao industry has not slowed down, but has shown a thriving trend. After 10 years' gestation, the advancing domestic colorful treasure market is about to break out after dormancy, and that break out in the near future.