MARKET INTELLIGENCE 市场情报 56 | JNA July/August 2025 The rise of e-commerce as a sales and marketing platform, specifically livestreaming and short-form video on social media, is further fuelling sales of jadeite jewellery in China, according to a 2024 China Jadeite Industry Development White Paper jointly released by GAC, the New Media Association of Dehong Dai and Jingpo Autonomous Prefecture, and jadeite jeweller Fei Cui Wang Chao. China-based New Media Association of Dehong Dai and Jingpo Autonomous Prefecture is an organisation that promotes a healthy and regulated use of “new media” such as livestreaming and social media, among other channels. Investment appeal A treasured gemstone in China, jadeite enjoys relatively steady demand, with the middle- to premium-quality segments seeing the strongest performance in recent years. This can be attributed to the growing interest from younger customers and affluent collectors, according to industry players. Modern buyers have also become more discerning than ever and are drawn not only to jadeite’s aesthetic allure but its investment value. Jadeite’s rarity, cultural significance and enduring value make it a top choice for collectors and investors alike, according to Stanley Chu, managing director of jadeite specialist On Tung Jewellery Co Ltd and vice chairman of the Hong Kong Jade Association. The green gemstone’s investment appeal is further supported by price resilience during economic downturns. “Prices of top-quality jadeite increased around 20 per cent on average over the last few years,” said Chu. Denise Adelaide Sjuman, director of Unique Brilliant Ltd, which specialises in rare gems and fine jewellery, noted that value is a key factor in clients’ purchasing decisions. Few gemstones carry the rich cultural and historical significance of Fei Cui, popularly referred to as jadeite. Revered as a symbol of wealth, status and prosperity, especially in China, jadeite continues to resonate with the consumers of today. With the rise of a younger generation of buyers alongside more innovative designs, China’s jadeite market is entering a new era, characterised by a fusion of tradition and modernity. According to the 2024 China Jewellery Industry Development Report by the Gems and Jewelry Trade Association of China (GAC), the country’s retail sales of jade jewellery, including jadeite, amounted to RMB98 billion (around US$13.6 billion) in 2024. This accounted for 13 per cent of total jewellery sales in China. Government data further showed that jade jewellery retained its position as the second-largest jewellery category in the country, outranked only by gold jewellery. 翡翠在复杂多变的环境中稳住优势 JADEITE retains edge in a changing world | Sharon Kwok 郭芷雯 | The classic yet versatile jadeite remains highly coveted in China, where modern designs, e-commerce and enhanced industry-wide standards are driving demand for the green gem. 翡翠一直深受中国买家推崇，在富现代感的设计、电商和行业标准优化的推动下， 市场对这种翠绿宝石的需求稳步向前。 RMB98B (around US$13.6B) 980亿元人民币（约136亿美元 Retail sales of jade jewellery, including jadeite, in 2024, according to the 2024 China Jewellery Industry Development Report by the Gems and Jewelry Trade Association of China 根据中国珠宝玉石首饰行业协会 发布的《2024年中国珠宝行业发展报告》，2024年包括翡翠 在内的玉石首饰零售额。 Jadeite earrings by On Tung Jewellery Co Ltd 安东珠宝有限公司的翡翠耳环
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