焦点 JNA September/October 2022 | 21 Source: National Bureau of Statistics of China and Gems & Jewelry Trade Association of China *Key sampling involved jewellers with annual sales of RMB5 million (US$771,000) and above 资料来源：中国国家统计局和中国珠宝玉石首饰行业协会 *重点调查年销售额在500万元人民币(77.1万美元)以上的珠宝商。 China’s jewellery sales from 2016 to H12022 in US$ billion 2016至2022年上半年中国珠宝首饰零售额 (单位：以10亿美元计) Year年 2016 2017 2018 2019 2020 2021 H1 2022 Total amount for select jewellers* 限额以上企业零售总额* 45.10 43.97 41.71 37.79 34.44 47.14 22.81 Total amount for all jewellers 全部珠宝企业零售总额 78.29 81.42 87.72 88.45 88.41 111.6 Not announced/ 未公佈 compared with the same period in 2021 while the number of pieces sold were up 264 per cent. TikTok, a popular livestreaming channel, contributed 65 per cent to the company's total online sales. Demand for diamond jewellery was mainly fuelled by the resumption of wedding ceremonies. Sales of 1-carat diamonds were less affected by the pandemic while those of diamonds of over 2 carats increased. Average spending on diamonds below 1 carat however plummeted, resulting from cautious spending by consumers. “Store sales in locked-down areas were heavily affected, but companies found respite in the growing online and livestreaming business,” said Zbird Chairman Stone Xu. “Physical stores should adapt and try livestreaming on a single-store basis and actively develop private domain marketing that targets VIPs, club members and fans.” For its part, Zbird will focus on promoting contentdriven activities through online mainstream media and word-of-mouth-type platforms in the second half of 2022 with the aim of further optimising offline sales channels, revealed Xu. “There is a lot to be done in Tier 2 and 3 cities too, including expanding franchises, strengthening core sales channels and enhancing brand influence through offline media. We are implementing a three-dimensional ‘air plus ground’ strategy,” he added. Wholesale business Diamond imports also rebounded in June this year, according to Lydia Geng, president of diamond wholesaler and Shanghai Diamond Exchange (SDE) member Huabi (HB) Diamond. Data from the SDE showed that polished diamond imports from January to June 2022 amounted to US$1.01 billion, down by 35.9 per cent year on year. By June however, diamond imports reached US$441 million, up 48 per cent from 2021. ‘Fancy’ jewellery series by Zbird 钻石小鸟“追光”系列 US$1.01B 10.1亿美元 Polished diamond imports at the Shanghai Diamond Exchange from January to June 2022 2022年1月至6月上海钻石交易所成品钻石进口总额
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