Jade jewelry industry development status

In recent years, especially since 2013, the domestic pearl market has ushered in a wave of development boom. The main reasons for this are: First, due to the decline in domestic gold prices, the weakening of the gold consumer market, shifting, pearls and other non-gold jewelry category ushered in a development opportunity; In addition, with the upgrading of consumer attitudes, jewelry With the return of decorative attributes, some jewelry that pay more attention to style and craftsmanship are favored by more people. These signals made many people in the industry feel that the spring of the pearl industry seems to have arrived.

According to Zhao Xinguang, executive vice president and secretary-general of Zhejiang Pearl Industry Association, the overall development of China's pearl industry is indeed optimistic and its development is relatively stable. Specifically, jewelers like Lao Fengxiang, Chow Tai Fook, and Luk Fook Jewels, etc., who are first-line brands in the country, have cooperated with Zhuji Pearl Enterprises to enter the pearl field. At the same time, although the Chinese economy has entered an adjustment period, the real economy is not optimistic. In particular, the price of jade, jade, etc. drastically dipped, but the price of pearls continuously increased, which shows the strong consumer demand for pearls. At the same time, Zhao Xinguang also stated that China’s pearl industry is China’s national industry and it is also an internationally advantageous industry. More than 90% of freshwater pearls are produced in China. In stark contrast to this, freshwater pearls The output value of the industry only accounts for one-tenth of the global pearl industry. In short, China is a big country in the production of freshwater pearls, not an industrial power.

“Our people in the industry must make continuous efforts for the 'rejuvenation' of the pearl industry. There are two key points: First, increase technological research and development, improve pearl aquaculture technology content, get rid of the embarrassing situation of 'high yield and low value' and improve high-quality pearls. The output of the company is to increase design and R&D capabilities and increase the added value of pearl products. Second, it will increase brand awareness, strengthen cultural guidance, and increase consumer awareness and recognition of pearl products,” said Zhao Xinguang.

Recently, "China Gold and Jewelry" interviewed Zhao Xinguang on the actual development and future trend of the pearl industry.

“Chinese Gold Jewels”: Pearl consumption has a long history in China, and pearls are also loved by Chinese people. However, the proportion of pearl products in the jewelry market is only about 5%. What do you think has hindered the development of the Pearl market?

Zhao Xinguang: First, China's freshwater pearl industry is still in a state of “high output and low value”. Although China’s freshwater pearl production accounts for more than 90% of the world’s total production, the production of jewelry-grade freshwater pearls is only about 5% to 8%. The output value of the pearl industry accounts for only one-tenth of the global pearl industry; second, the irrational consumption tax of pearls severely restricts the development of pearl enterprises. At present, domestic sales of pearl enterprises are subject to a 10% consumption tax, which is an increase in production, while the export sector is exempt from consumption tax. This difference has led to an abnormal phenomenon in which pearl companies prefer to lower their profits and export them at a low price. This is not conducive to the formation of the domestic pearl consumer market, which suppresses the expansion of the entire market size. Third, the current pearl products on the market have a single style and a sense of design. Weak, brand pearls account for a small number of products with low added value.

“China Gold & Jewellery”: In your opinion, to tap into the potential of the domestic pearl market, what breakthroughs should be made?

Zhao Xinguang: Pearl has a long history and culture in China. It has been an exclusive product of the royal family and nobles since ancient times and is a symbol of status and status. In promoting the development of the pearl industry, promotion and promotion of pearl culture is one of the things that must be done at present. For example, to give pearls necessary cultural orientation, such as "pearl symbolize motherly love"; women get married "a lifetime a pearl"; pearls are the birthstone of June.

On the other hand, the majority of our jewellery companies pay less attention to pearls. At present, there are fewer counters and brands for pearls in shopping malls in many regions, and it is difficult for consumers to buy pearl products with high quality and low price and with quality assurance.

“China Gold and Jewelry”: The Zhejiang Pearl Association has made outstanding achievements in promoting the development of the pearl industry. What specific measures will be taken in the second half of this year and in the future?

Zhao Xinguang: In recent years, our association has been implementing the "Please come in and go out" strategy. In terms of “going out”, we have successfully cooperated with large-scale commercial groups such as Shenyang Xinglong Group, Henan Wandelong Group and Henan West Asia United Group, to expand the market. Through these mature physical platforms, the "Pearl Culture Festival" was held during Mother's Day, which not only opened up the local consumer market, but also further promoted the pearl culture. In terms of "come in," we cooperated with the government to make a two-year conference. The “Pearl Culture Festival” also held “Trade Fairs” from time to time, inviting jewellery merchants from all parts of the country to Zhuji to negotiate cooperation with major pearl companies. In the second half of the year, we will focus on e-commerce to do some work, especially organizing the strength of businesses in conjunction with Tmall to hold a "Pearl Cyber ​​Festival", a strong promotion of "Chinese quality", through the network to expand the influence of Zhuji Pearl. At the same time, we will organize a group of companies to participate in the Hong Kong, Beijing and Shenzhen jewelry exhibitions, expand the company's sales channels, and enhance the brand's influence of associations and companies.

“China Gold & Jewellery”: Judging from the current situation, it takes time to cultivate the domestic pearl market. How do you think that companies, associations, and governments of industrial agglomerations, etc., need to strengthen their linkage and jointly expand and expand this category of market?

Zhao Xinguang: In this regard, it is mainly based on the strategy of “Government setup, association guidance, and company singing”. Pearl is a large market. Zhuji, Jiangsu, Zhangtang, Shenzhen, and Zhanjiang, Guangdong, and other major bases must work closely together to strengthen linkages. We must cooperate in brand cultivation, market development, product design, and technology research and development.

“Chinese Gold Jewellery”: It is understood that pearl jewellery products currently on the market are dominated by pure pearl jewellery. Inlaid jewellery with pearls as an auxiliary material is still relatively small, and the market’s mainstream products are mainly freshwater pearls. The seawater pearl market lacks space. What do you think is the reason? What should be changed?

Zhao Xinguang: It should be said that the design and style of freshwater pearls have been greatly improved in recent years, and the products on the market are slowly developing towards diversification. In particular, the research and development of Edison Pearl filled the gap in the domestic large-grained pearl market.

“The mainstream product of the market is still freshwater pearls, and the high-grade seawater pearl market lacks space.” This formulation is not very accurate. In fact, the proportion of seawater pearls in the market is not small. In particular, golden pearls and Japan's Haizhu have huge domestic consumption every year, and prices have also increased rapidly.

“China Gold Jewellery”: The reaction of the Chinese jewelry industry to e-commerce is generally lagging behind, and there are not many enterprises and categories that have achieved success in the past. Some people think that as a pearl jewelry with a low price and a high degree of standardization, there are actually more opportunities for expanding e-commerce channels. What do you think of it? Pearl e-commerce road how to carry out?

Zhao Xinguang: From the current point of view of the e-commerce development of the pearl industry, it should be said that it is relatively rapid. In particular, TV shopping and WeChat marketing have increased sales channels for pearls. In view of the current market conditions, pearl e-commerce needs to enter a period of transitional development. The previously low-grade and low-price sales methods have not met the needs of market development. Now consumers have raised the level, quality and design of products to a higher level. The requirement, which requires businesses to adjust and change at the product end, actively adapts to this new demand of consumers.

“China Gold & Jewellery”: At present, there are not many brand enterprises specializing in pearl production and sales, and there are no leading companies in the industry. What do you think of this situation? What advice do you have for pearl branding?

Zhao Xinguang: The mainland pearl industry is a young industry. Since its inception, it has been more than 40 years since then. The vast number of pearl companies are also relatively young and need continuous accumulation and precipitation. At present, many pearl companies in our industry are mainly based on wholesale and breeding. However, some leading companies have already built brands. Stronger growth brands such as "A Thousand Foot", "Rong Shi", "Beauty" and "Angel Tears" have already had greater market influence.

As we all know, the establishment of well-known brands is not an overnight event. It is also closely related to product design, corporate culture, after-sales service, and the vision of business leaders. The creation of a brand should be a decade or a hundred years of system engineering.