32 | JNA May/June 2025 RETAIL WATCH 零售观察 中国珠宝市场正面对多重挑战，内外环境因素错综 复杂。虽然经济不确定性和创历史高位的金价导 致珠宝需求疲软，但国内黄金珠宝消费仍展现韧 性。珠宝零售商因时制宜，以满足消费者的偏好，确保黄金 珠宝在中国仍然是高价值商品。 根据中国珠宝玉石首饰行业协会(GAC)发布的《2024 年 中国珠宝行业发展报告》，2024年中国金银珠宝零售额为 3,300亿元人民币(约454亿美元)，同比下降3.1%。黄金珠宝 仍然是最主要的类别，占中国珠宝销售总额的73%。 尽管去年金银珠宝业表现低迷，但由于春节等季节性因 素对销售起了支撑作用，2025年金银珠宝业开局良好。中 国国家统计局的数据显示，金 银珠宝销售额在2025年1月 和2月达到755亿元人民币(约 104亿美元)，同比上升5.4%。 《JNA亚洲珠宝》采访了 内地知名零售商潮宏基珠 宝，以及北京菜市口百货股 份有限公司，他们分享了目 前中国珠宝零售市场的亮 点和挑战。 潮创宏新基营珠销宝和：海外扩张 潮宏基珠宝成立于 1997年，是以当代东方设 计而闻名的时尚珠宝零 售品牌，尤其擅长用中国 传统金饰工艺制作花丝 饰品。其品牌理念尤其 与追求具有中华文化意 义珠宝的年轻一代产生 共鸣。 潮宏基珠宝品牌总 监林佩璇解释说：“我们 旨在保护中国非遗工 艺花丝镶嵌。我们通过 成立专门的花丝镶嵌 工作室，推动花丝镶嵌技艺与现代珠宝设计融合，成为 年轻人日常佩戴的首饰。” 该品牌的核心产品组合包括非遗花丝系列(花丝圆满、 花丝如意、花丝风雨桥)、臻金臻钻系列等，以及臻金梵华系 列等。在2024年，以上几个系列的累计销售额达到了50亿元 人民币(约6.88亿美元)。 林佩璇说：“潮宏基一直在传统工艺的基础上不断创新。 凭借非遗花丝工艺的传承，再配合新颖的设计，在新时代找 到新的增长点。‘创新为骨，工艺为魂’的理念使潮宏基在产 品开发的道路上持续深化，增强产品的核心竞争力。” 品牌建设仍然是潮宏基的首要任务。近年来，随着该公 司全渠道营销战略的实施，线上线下渠道的发展令消费客 群的覆盖范围更广阔。 由于线上线下顾客的消费习惯和偏好存在差异，所以潮 宏基针对他们的具体需求，采取了不同的策略。 林佩璇补充道，随着情感消费在中国盛行，新一代消费 者倾向购买有意义、具情感价值的产品。黄金作为传统的富 裕象征，正从财富保值工具转型为情感的载体。品牌需要通 过设计创新、情感连接，以及个性化服务，满足消费者对首 饰品质和独特性的追求。 instance, the company offers the smart serving tray and the smart vending machine, both aimed at enhancing the purchasing experience and providing a more convenient, secure and efficient way of buying jewellery. Caibai Jewellery obtained patents and software copyright for these gadgets. Customers can place a jewellery product on the smart serving tray, which then displays product details on a screen. It likewise supports digital payments, thereby improving efficiency. For its part, the smart vending machine enables customers to select and purchase jewellery items via a touchscreen interface. “These digital transformations also help streamline store operations and provide valuable support for accurate market analysis through data collection,” Ning said. Meanwhile, Ning observed a growing sense of pride among younger Chinese consumers regarding tradition and culture. There is also an increasing preference for “self-reward purchases” as well as jewellery pieces with cultural significance and Intellectual Property (IP) products. As such, Caibai Jewellery has introduced culture-themed products, especially 5G and 5D gold jewellery, to satisfy consumer appetite for trendy designs. 5G and 5D hard gold are lighter and more durable than traditional gold; they are also more suitable for gem-setting. The company also collaborates with institutions such as the Summer Palace, the Temple of Heaven and the Capital Museum, among others, to launch special collections infused with cultural elements. “As a well-established Chinese enterprise, we are dedicated to preserving and celebrating Chinese culture through our gold jewellery offerings,” Ning said. “For instance, we develop innovative designs that integrate the cultural essence of the ancient capital, Beijing. We ensure that our gold jewellery pays homage to China’s rich cultural heritage.” Commenting on the impact of soaring gold prices, Ning noted that when under such circumstances, consumers tend to focus on investment products, and some would adopt a more cautious approach towards buying gold jewellery. Gold prices, however, are not the sole factor influencing consumers' purchasing decisions. They also consider other aspects such as craftsmanship, design and symbolism, he added. “Consumer demand will gradually rebound in the long term, supported by government-led policies to boost consumption,” remarked Ning. Gold jewellery from the National Centre for the Performing Arts x Caibai Jewellery Collection 国家大剧院 x 菜百珠宝系 列的金饰
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