MARKET INTELLIGENCE 市场情报 40 | JNA January/February 2024 “Social media is an important channel for Gen Z consumers in China. They engage with brands on digital and social networks. In fact, one out of five Gen Z consumers that purchased diamonds researched the product beforehand on social media. And one in three of their purchases are related to their birthday,” Oberbeck revealed. Retailers can successfully tap this demographic by establishing strong digital touchpoints, showing their alignment to Gen Z values, and offering special birthday promotions or personalised pieces that make for unique birthday gifts. And since 30 per cent of these consumers cite affordability as a major barrier to purchase, the industry can explore launching flexible payment options or offering lower-priced entry-level pieces. Oberbeck also urged brands to ensure their websites contained all the information the Gen Z market seeks and continually run special offers for birthdays, birth months, family gift days and special occasions. “Having the right price points and designs are pivotal to increasing sales from this consumer segment,” she continued. Further growth While much hinges on nurturing a fondness for diamonds among Gen Z and millennial consumers, the De Beers report identified two lesser-known market segments that offer tremendous prospects for growth – the 55-65 age group and Tier 4 cities. An important and growing cohort, the 55-65 age group contributes approximately nine per cent of the total market value in Tier 1, 2 and 3 cities. Self-purchase is a primary demand driver: 29 per cent of these consumers do not shy away from rewarding themselves with diamond jewellery, compared to 17 per cent of those aged 18 to 54. Product preferences include necklaces and non-bridal rings. Tier 4 cities are just as promising for the diamond sector. Their estimated market value represented about 10 per cent of total demand for diamond jewellery in 2022. According to the De Beers report, 85 per cent of diamond jewellery acquisitions in Tier 4 cities are more likely to be non-bridal, and 88 per cent are gifted. More than a third of acquisitions are for wedding anniversaries, compared to a quarter in Tier 1, 2 and 3 cities. Trade action De Beers is further stimulating consumer demand for diamonds in China through its “Seize the Day” campaign, a call to action to buy diamond jewellery as economic conditions start improving. The company also reintroduced its “A Diamond is Forever” slogan and allocated an additional US$20 million to promote diamonds in the 2023 holiday season in the US and China. The iconic tagline and its key messages will be adapted to the Chinese market in 2024, with trade partners enjoined to use the marketing assets to bolster demand for diamond jewellery, said Ryan Perry, De Beers Group acting executive vice president of Strategy & Innovation. Consumers in China clearly desire natural diamonds and plan to buy them but are reluctant for reasons ranging from design, affordability and messaging, Oberbeck remarked. Addressing their concerns and encouraging them to reward themselves and their loved ones with diamonds will make all the difference. She said, “The gap between Chinese consumers’ intent to purchase diamond jewellery and the actual purchase is wide but actionable. The industry just needs to provide the right designs, the right content, the right price points and the right branding to effectively engage the market.” 自疫情以来，虽然钻石市场在中国的光芒有所收 敛，但仍蕴藏着巨大的潜力，主要和新兴的细分 市场必须聚焦高效策略，才能取得优越成绩。 根据戴比尔斯集团第十份年度《钻石行业洞察报告》显 示，随着中国经济前景改善，钻石的需求可望提升。报告指 出，到了2030年，多达2亿中国消费者将成为中产阶级，家庭 可支配收入预计上升三分之一以上。 尽管天然钻石位列中国消费者最希望购买的三大奢侈 品之一，但购买意愿与实际购买率之间仍存在巨大差距。 戴比尔斯在2023年向11,000名中国女性进行了调查，结 果发现虽然一、二、三线城市中33%的受访者表示希望在翌 年购买钻石，但只有4%在之前12个月内曾经购买。此外，家 庭月收入超过10万元人民币(约14,150美元)的受访者中，只 有6%已购买钻石产品。 戴比尔斯集团战略策展资深副总裁Esther Oberbeck，现 正领导该公司的市场洞察研究计划。她表示，购买意愿与实 际行动之间的差距，对钻石产业来说是一个重大机遇。 给挚爱的浪漫礼物 Oberbeck表示，把钻石推广为表达浪漫爱意的礼物，是 将购买意愿转化为实质销售的最有效方法。毕竟，中国女性 都将钻石视为仅次于金饰和旅游的第三大首选礼物类别。 在购买钻饰作为非结婚礼物的人士之中，80%将其视为永恒 爱情的见证。 她解释“: 全球钻石产业一向以浪漫为核心价值，但中国 市场必须更努力将钻石推广成浪漫的礼物。大部分的中国 女性依然愿意接受钻石作为特别的爱情信物。如果能够有 效推广，将会带来庞大的商机。” Oberbeck补充道，每月家庭收入超过30,000元人民币(约 4,240美元)的中国消费者，喜好则略有不同。纵使53%占比 Esther Oberbeck, senior vice president of Strategy Development, De Beers Group 戴比尔斯集团战略策展资深副总裁Esther Oberbeck
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