Chinese Jewellery

Ying Huang(Sunday) Yuxin Li(Lacey) Lu Zhang

Chinese customers bought 1,132 tonnes of gold in 2013, in jewellery as well as gold bars

China's demand for gold is set to rise by about 20% over the next few years, the World Gold Council has estimated, as the population becomes more wealthy.

Shenzhen is the world’s largest gold jewellery manufacturing centre and accounts for over 70% of China’s production base.

China’s gold market

US: 18 carat

China: 24 carat

Target Market

mainly targets wealthier women between 40 and 60 years old.

Location

Shopping Mall

Brand flagship store

Purpose

Gift （ wedding, birth, holiday）

Investment (Gold bar)

Collection (Zodiac)

Promotion

Social media: wechat, weibo

Celebrity

Gold-related products

Brand

Chow sang sang Chow Tai Fook Lao Feng Xiang China National Gold Group

Jade The history of jade is as long as 5000 years Always used in woman's name Beauty, grace, purity

Association

Wealth & Power

Association

Fengshui - workplace -house

Health -absorb toxic in your body

Distribution

Stall Antique Street

Distribution

Plaza Auction

Promotion

TV shows experts help guests eliminate the value of

jewellery ( jade, china, etc.)

Exhibition

Beijing Olympic Gold Medal

Reference

http://www.gold.org/sites/default/files/downloads/Chinas-gold-market-progress-and-prospects-EN.pdf

http://www.bbc.com/news/business-27030705

http://ezinearticles.com/?The-Importance-of-Gold-in-Chinese-Culture&id=4126178

http://fengshui.about.com/od/Crystals/qt/Jade-Feng-Shui-Jewelry.htm

https://www.youtube.com/watch?v=mrdm09Ao85U