58 | JNA January/February 2023 MARKET INTELLIGENCE Natural Diamond Council’s new global campaign stars actress Lily James 天然钻石协会新推出的全球推广活动， 由女影星Lily James代言 Golden Wonders trend from the Natural Diamond Council’s 2023 Trend Report 天然钻石协会《2023天然钻石风尚报告》 中的“叠钻鎏金”趋势 China’s diamond market is emerging from pandemic-related downturns, with the trade adapting to new market conditions. Retailers remain invested in omnichannel strategies while jewellers are reaching out to new-generation consumers with niche strategies amid continuing macroeconomic volatility. 中国钻石市场正在摆脱疫情导致的低迷，行业正在适应新 的市场状况。零售商仍然投资于全渠道战略，而珠宝商则在宏观经济波动中，以利基战略接触新生代 消费者。 | Julius Zheng 郑嵘 | SLOWLY REGAIN THEIR SPARKLE IN CHINA 中国钻石市场逐渐复苏 DIAMONDS China’s diamondmarket is poised to turn the corner in 2023 after its promising comeback amid pandemic challenges was derailed by stringent containment measures last year. According to The Global Diamond Industry 2021–22 report by Bain & Co, despite the downturn in 2020, key markets grew dramatically in 2021, surpassing 2019 results. Global diamond jewellery retail sales stood at US$84 billion, with the US market reaching US$42 billion and China registering around US$15.5 billion. In 2022 though, China’s diamond market had to grapple with business pauses and dampened consumer sentiment from sporadic Covid-19 outbreaks and the ensuing curtailment efforts. Diamond promotions The Natural Diamond Council (NDC) has been at the forefront of consumer engagement in China. According to its Managing Director for Greater China Mabel Wong McCormick, NDC research indicates that millennial and Gen Z consumers constitute China’s main customer base for diamond jewellery. Wedding jewellery remains the backbone of the country’s diamond market. As couples in China now tend to marry later in life, they would be more financially independent and may have a higher spending budget, most likely opting for a centre diamond of one carat and above. Self-reward is an even stronger purchase driver, with consumers celebrating important moments by buying themselves diamonds.
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