44 | JNA July/August 2022 MARKET INTELLIGENCE Fashion jewellery brands and digital shopping platforms are gaining traction in China, driven by solid demand from younger generations. 在年轻一代的强劲需求驱动下，时尚珠宝品牌和数字购物平台 在中国越来越受关注。 According to a report by China-based Zhiyan Consulting Group, China’s jewellery industry could exceed RMB1.4 trillion (around US$205.88 billion) in 2024. Fashion jewellery – pieces in silver, karat-gold and non-precious materials – is making inroads in the country’s jewellery market. In 2021, the number of fashion jewellery purchases across the country reached 1.05 billion. Overall jewellery sales in 2021 were more than RMB200 billion (around US$30 billion), up nearly 20 per cent from 2020. FASHION JEWELLERY BUSINESS THRIVES ONLINE CHINA’S 时尚首饰网络营销优化和多元策略 | Helen Mao 毛文 |
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