62 | JNA September/October 2025 MARKET INTELLIGENCE 市场情报 Meanwhile, the 2024 China Jewellery Industry Development Report by the Gems & Jewelry Trade Association of China showed jewellery e-commerce sales in the country reached RMB298.26 billion (around US$41.81 billion) in 2024, representing a year-on-year increase of 16.4 per cent. The report highlighted an increasing number of jewellers venturing into livestream e-commerce. The combined online sales of five major jewellery hubs in China, namely Shuibei in Shenzhen, Ruili in Yunnan, Sihui in Guangdong, Pingzhou in Guangdong and Zhenping in Henan, exceeded RMB100 billion (around US$1.4 billion). Momentum continues to build around China’s rising jewellery e-commerce trade, driven by techsavvy younger consumers. Once dominated by brick-and-mortar stores, the country's jewellery business is thriving in major e-commerce platforms such as Tmall and Taobao, underscoring the effectiveness of livestreaming and digital marketing. According to the 56th Statistical Report on China’s Internet Development released by the China Internet Network Information Center, Chinese online shoppers reached 976 million as of June 2025, accounting for 86.9 per cent of all Internet users there. 中国珠宝电商走俏 CHINA’S jewellery e-commerce boom | Sharon Kwok 郭芷雯 | The online jewellery market in China is thriving, thanks to the continued success of livestreaming, short-form videos and promotional events. More jewellers are expected to leverage the digital arena to drive growth and expand to overseas markets. 中国线上珠宝市场蓬勃发展，得益于直播、短视频及促销活动的持续成功。预计将有更多珠宝商利用 数字平台推动增长，并拓展海外市场。
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