MARKET INTELLIGENCE 市场情报 JNA March/April 2024 | 39 Pure gold jewellery by TTF Haute Joaillerie TTF高级珠宝24K时尚黄金首饰 Retail strength Gold jewellery’s impressive sales performance also justifies its prominence in retail inventories. A recent World Gold Council (WGC) report, “2023 Chinese Jewellery Market Insights,” which surveyed 538 store managers and regional marketing directors from 76 cities in China, found that gold jewellery accounted for 67 per cent of retail inventory value, a significant increase from 52 per cent in 2021. Diamond jewellery came in second, at 17 per cent. According to the report, 24-karat heritage gold jewellery, which features ancient Chinese goldsmithing techniques, made up 27.9 per cent of retailers’ gold inventory value. Meanwhile, 24-karat hard pure gold jewellery pieces that are relatively lighter in weight accounted for 22.6 per cent, while usual 24-karat gold jewellery brought in 24.1 per cent. Jewellery pieces in 18-karat and 22-karat gold constituted 12.2 per cent of gold jewellery stock in retailers' stores. Hard pure gold jewellery contributes the most to retailers’ overall profits due to its contemporary designs and lighter weight, making it more affordable and accessible. Heritage gold jewellery is a close second. Usual pure gold jewellery also remains an important product category for most retailers as older consumers comprise a significant portion of the Chinese gold jewellery market. Over 50 per cent of Chow Tai Fook’s loyalty programme members under the age of 35 purchased jewellery from its HUÁ Collection, which combines traditional craftsmanship with modern aesthetics. In the first half of the group’s financial year 2024, the HUÁ Collection accounted for approximately 37 per cent of the group’s gold retail sales value on the mainland. Store of wealth WGC cited two reasons for the popularity of gold jewellery in China — it can be worn daily and is a financial asset for value preservation. Given current uncertainties, more Chinese consumers are choosing to save. And on the heels of its 10 per cent increase in 2022, RMB gold rose more than 17 per cent in 2023, far exceeding other RMB assets. These factors, coupled with younger generations' heightened awareness of wealth management, have enhanced gold’s standing among consumers, leading to steady growth in its share in jewellery retail inventories. Instead of traditional gold bars, more young people are buying budget-friendly "gold beans” of 1 or 2 grams and keep these in a “gold saving bottle,” which is veritably a modern piggy bank. These affordable options significantly lower the threshold for investing in gold, allowing younger consumers to develop the habit of buying gold on a regular basis. Moreover, the WGC report found that 66 per cent of gold jewellery on the mainland is priced per gram, up from 57 per cent in 2021, making gold jewellery prices transparent and easy to compare. The smooth trade-in system for brand new pieces or cash also provides a sense of security. In 2023, gold jewellery under RMB2,000 (around US$284) comprised over 35 per cent of retail sales, almost doubling from 2022. For their part, products priced between RMB2,000 (around US$284) and RMB5,000 (around US$710) accounted for 28 per cent of total sales. Lightweight products, especially those under 10 grams, are particularly favoured for their affordability and the intricate, stylish and modern designs now possible through technological innovation. Wedding fortunes Gold also remains crucial to the wedding market due to its cultural and economic significance. Couples are often gifted a three-piece gold jewellery set of ring, necklace and bangle, following the “marriage, three gold” tradition that generates significant sales in terms of weight and value. Data from Chow Tai Fook indicated that, while dailywear demand has risen, the wedding market remains one of the key drivers of gold jewellery sales, accounting for approximately 20 per cent of the group's retail value. Its consumer trends report found that pure gold jewellery remains Chinese consumers’ first choice for important occasions. Pure gold jewellery is generally preferred to show respect to visitors. Moreover, in traditional Chinese The Rise of the Dragon 999 gold pendant from Chow Tai Fook’s HUÁ Collection 周大福传承系列的龙升瑞气999足金吊坠
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