MARKET INTELLIGENCE 市场情报 38 | JNA March/April 2024 GOLD Pure gold jewellery, which has long held pride of place in China, is undergoing a major transformation that is expanding its reach and appeal to younger generations of consumers. Technological innovation is spurring the emergence of fashionable designs embodying the highly popular Chinachic trend known as Guochao or blending Eastern and Western aesthetics, refuting misconceptions of 24-karat gold jewellery as conservative and old-fashioned. These modern styles are increasingly winning over younger consumers who seek stylish creations that resonate with their personalities and values. According to Chow Tai Fook Jewellery Group’s 2023 Jewellery Consumer Trends Report, “Shaping the Future of Jewellery Consumption in China and Beyond: Preferences and Desires of Generation Z and Millennials,” 67 per cent of 18- to 40-year-olds planned to purchase pure gold jewellery; 77 per cent would choose pure gold jewellery to celebrate important life events; and 61 per cent wear pure gold jewellery in their daily lives. This shift signals the tremendous and sustained market potential for gold jewellery in China as Gen Z individuals and millennials become the country’s main consumer segments. At the same time, gold’s intrinsic value as a safe-haven asset and an investment tool, coupled with rising gold prices, continues to stimulate the market. The wide range of gold products and fineness that accommodate various budgets further fuels demand amid more conservative spending habits post-Covid. Wu Fenghua, founder and art director of TTF Haute Joaillerie, pointed to a growing trend of design-centric jewellery, noting that younger consumers are now gravitating towards pure gold jewellery that is both fashionable and preserves its value. | Julius Zheng 郑嵘 | Wedding jewellery by Chow Tai Fook Jewellery Group 周大福珠宝婚庆首饰 黄金闪耀中国珠宝市场 shines brighter in China China’s passion for 24-karat gold is undeniable and unparalleled. Pure gold jewellery reaffirms its dominance in the market through innovative craftsmanship and contemporary designs. 中国消费者对24K金有着无比炽热的感情。通过创新工艺和 时尚设计，足金首饰再次证明了它在市场上的主导地位。
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