JNA September/October 2025 | 63 MARKET INTELLIGENCE 市场情报 Livestreaming at Jewellery & Gem ASIA Hong Kong 2025 2025寰亚盛会 | 六月香港珠宝首饰展览会現場進行的直播 RMB298.26B (around US$41.81B) 2,982.6亿元人民币（约418亿美元） Total online jewellery sales in China in 2024, according to the 2024 China Jewellery Industry Development Report by the Gems & 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》，在2024年中国珠宝电商的零售额 Pearl jewellery is one of the most popular e-commerce categories, thanks to its affordability and value for money. Jade and crystal are likewise gaining traction. Speaking on the sidelines of Jewellery & Gem ASIA Hong Kong 2025, Rui Zi, senior operations manager of Chinese e-commerce giant Taotian Group (Alibaba’s e-commerce unit that includes Taobao and Tmall), said the volume of jewellery and accessories transactions on Tmall has been steadily recovering for three consecutive years, surpassing post-pandemic levels in 2022. “This shows that consumer confidence is rebounding, and they are going online,” she said. “Primary consumers fall within the 25 to 39 age range. Most buyers hail from second- and sixth-tier cities, with an average transaction value ranging between RMB3,000 and RMB10,000 (approximately US$420 and US$1,400).” Jewellery trends An unprecedented surge in demand for gold alongside the popularity of emotional self-care jewellery and the rising appeal of minimalist styles are shaping China’s jewellery e-commerce landscape, according to 2025 Taotian E-commerce Jewellery Industry White Paper. Gold jewellery captured the attention of younger generations, particularly those aged 18 to 24, who are drawn to its investment value as well as its traditional craftsmanship and innovative designs, Rui Zi explained. Online discourse revolving around gold is fuelling heightened interest in gold jewellery, with trending social media topics such as “something timeless to wear” and “gold prices hitting new highs.” Meanwhile, there was a significant increase in the popularity of crystal and gemstone pieces, reflecting the emergence of a “healing economy,” where consumers seek jewellery that provides emotional comfort and supports personal aspirations beyond mere adornment. “People often believe that the jewellery they wear can attract good fortune, improve luck, health or career prospects,” said Rui Zi. “Consumers are gravitating towards motifs, and crystals like obsidian for protection or citrine for prosperity, blending cultural traditions and symbolic meanings.” Another notable trend is minimalism. People are now embracing a more austere lifestyle, signalling a move towards quality and personal relevance above all. This shift in jewellery design preferences in favour of simplicity, quality and versatility caters to the desire for everyday lightweight and affordable pieces. Empowering jewellers According to the 2024 Tmall Store Opening Report, Tmall reported a 90 per cent year-on-year increase in the number of new jewellery stores in 2024. During their first year on the platform, 10 new stores achieved RMB100 million (around US$14 million) in sales while 90 new stores made over RMB10 million (around US$1.4 million). “Tmall enables merchants to connect and engage with high-quality and high-value users who can drive business growth,” said Karl Huang, head of Tmall New Merchant Business of Taotian Group. Well-established retail jewellers are venturing into Tmall to rejuvenate their brand image and eyeing a younger consumer segment, and designer brands are leveraging Tmall's extensive data resources for tailored positioning to reach new target audiences, Huang added. Not all is rosy though as jewellery e-commerce also poses significant challenges. Shu Ta, senior operations manager at Taotian Group, identified pain points such as traffic acquisition, precise targeting of new customers with effective sales conversion and high product return rate.
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