软文 JNA November/December 2022 | 17 中国消费者日益成熟，零售业也致力迎合下一代 的喜好，为内地市场创造重大的转变。国际铂 金协会（PGI®）的最新研究报告中，检视了中国 珠宝行业的八大新兴趋势，并向珠宝企业出谋献策，促进 业务增长。以下是其中一项分析。 零售业之变革 现今消费者的要求越来越高，因此一些精心策划和高 度集中的零售点，如设计师买手店和潮牌集合店，正在中 国内地市场强势崛起。设计师买手店是一种体验式概念 店，出售的产品和品牌反映出特定的主题或风格，包括国 内外小众设计师品牌、网红品牌和KOL推荐的品牌。 潮牌集合店则云集具有独特美学的时尚品牌。产品 充满现代感且设计前卫，以年轻客群为主。以上的零售形 式，都能够使消费者在同一个地点购买符合其个性、风格 和价值观的时装和生活产品。 珠宝零售空间 珠宝通常是买手店的点睛之笔，但并非必需品。作为 服装的补充，珠宝配饰的价格一般低于服装；而销售收入 少，导致店内单品的数量也少。配饰的销情很大程度上取 决于珠宝设计本身，而更重要的是该饰品是否容易与衣 服搭配。不过，由于买手店和集合店开设的目标，是为特 定细分市场的顾客提供一站式的零售体验，因此他们仍 然对合适的珠宝品牌存在需求。 另外，一些时尚珠宝品牌已具备了自己的风格和明星 单品，或已走红于网络。这些品牌能自带流量，容易变现， 同时受到买手店欢迎。拥有更多产品系列和SKU的珠宝 配饰品牌则更受追捧，合理的价格范围也是重要的因素。 设计元素延展到不同产品的品牌，容易在买手店和集 合店取得成功。有些品牌把自己的标志性设计扩展到其 他产品线，让顾客可以自由搭配成套装，从而促进销量。 此外，买手也会选择设计风格独特的不知名新锐品牌。 详细的报告可以关注“铂金Pt行业中心” The China market is undergoing substantial shifts as consumer tastes grow in sophistication and retail formats evolve to meet next-generation preferences. In a recent report, Platinum Guild International (PGI) examined eight emerging trends in the Chinese jewellery industry and proposed growth strategies for the trade. Here is one analysis. Retail evolution Highly curated and focused retail destinations such as independent buyer shops and multi-brand boutiques are on the rise in mainland China as consumers become more discerning in their purchases. Independent buyer shops are experiential concept stores that carry products and brands that reflect an overarching theme. Their offerings include local and foreign niche designer brands, influencer-created labels as well as specific brands recommended by Key Opinion Leaders or KOLs. Multi-brand boutiques, meanwhile, carry a mix of labels that represent a specific lifestyle. Items are usually modern, contemporary and design-forward, catering primarily to younger consumers. These retail formats enable consumers to shop for fashion and lifestyle products that appeal to their personality, style and values under one roof. Jewellery space Jewellery is often a complementary purchase at these stores, drawing softer revenues due to lower price points. Stock turnaround and updates are therefore slower. Purchases also hinge largely on jewellery design and, more importantly, its suitability with the clothing and lifestyle items on offer. But as independent buyer shops and multi-brand boutiques aim to provide a one-stop retail destination for specific market segments, they offer good prospects for the right jewellery brand. Those with a solid following online or that have distinguished themselves with a signature style or concept bring a much-welcomed new and steady clientele to the stores. Brands with a deep inventory of styles and product lines would likewise be well-received, as would jewellery labels with reasonable price points. Brand extensions also fare well at independent buyer shops and multi-brand boutiques. Those that incorporate their signature design elements in other product categories enable consumers to buy matching sets, thereby boosting unit sales. Independent buyer shops are drawn too to lesserknown brands and those with a standout design aesthetic and cutting-edge positioning that would help them reaffirm their overall concept. PGI steers trade through eight key trends in China jewellery industry The rise of new retail concepts in mainland China brings fresh growth opportunities for jewellers with the right mindset and approach. 中国内地逐渐兴起一股零售新趋势，为磨砺以须的珠宝业者带来增长机遇。 PGI®发布珠宝行业8大趋势展望 带领行业迈向未来
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