INSIGHT 睿智角度 38 | JNA September/October 2024 Major Chinese pearl manufacturer Hong Kong Edison Pearl Co Ltd is continuously adapting to evolving market dynamics and consumer trends, thanks to technological innovation and strategic brand-building. 中国领先的珍珠制造商香港爱迪生珍珠 公司凭借创新技术和品牌战略，在应对日新月异的市场动态和消费趋 势时游刃有余。 EDISON PEARL navigates market shifts 爱迪生珍珠在市场变化中乘风破浪 | Sharon Kwok 郭芷雯 | Edison Pearl strand from Hong Kong Edison Pearl Co Ltd 香港爱迪生珍珠公司的爱迪生珍珠串链 Aiming to meet a growing demand for highquality pearls among younger consumers, Hong Kong Edison Pearl Co Ltd is further strengthening its product offerings through innovation and branding strategies. According to Zhan Weijian, chairman and general manager of Hong Kong Edison Pearl, this new generation of buyers is embracing a trend of incorporating pearl jewellery into their everyday attire, often inspired by celebrities’ fashion choices. Young people becoming more accepting of pearls is a welcome development, he continued. “We keep abreast of ever-evolving consumer preferences and market trends. We then adjust our products and services accordingly and promptly to stay competitive,” noted Zhan. Emerging fashion favourites include pearl necklaces in gold or silver chains and further accented with gemstones alongside unique pearl jewellery designs featuring baby and baroque pearls. Zhan attributes the success of these designs to consumers increasingly opting for personalised products that better express their individuality as opposed to more traditional designs. Continuous advancements With improved living standards and a stronger desire for a more refined lifestyle come a heightened demand for higher-quality pearls. This places the innovative Edison Pearl in the limelight. Edison Pearls are highly sought after for their exceptional lustre, size and array of colours. A pioneer in pearl farming, Hong Kong Edison Pearl continuously invests in research and development to explore advanced farming techniques and discover new mussel breeds and innovative processing methods aimed at producing better-quality pearls in larger volumes. “By using modern technology such as smart farmmonitoring techniques and digitalised pearl screening and grading, we have improved our farming efficiency and product quality,” said Zhan. “We are also searching for a wider variety of mussels to cultivate pearls in a diverse colour range.” Brand building in the digital era Livestreaming has emerged as a crucial sales channel for pearl jewellers as it helped the sector grow exponentially. Through this unique sales platform, pearl companies can attract tech-savvy younger consumers
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