CHINA Market Updates 2018 a JNA Publication
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CHINA Market Updates 2018 A JNA Publication CHINA Market Updates 2018 Director Irene Foo Publisher & Editor-in-Chief Christie Dang EDITORIAL Editor Olivia Quiniquini Managing Editor Sze Man Young Assistant Editors Bernardette Sto. Domingo, Dodo To Reporter Elmo Wong Senior Researcher William Yick Administrative Executive Tingo Ko ADVERTISING Assistant Director Christine Sinn Advertising Manager Tina Hui Account Managers Jennifer Chan, Karen Lam Sales Administrator Cat Lee MARKETING Assistant Marketing Manager Winkle Yim Senior Marketing Executives Althea Long, Grace Tam Online Specialist Pansy Lo CIRCULATION & SUBSCRIPTION Senior Circulation Executive Lonita Hui PRODUCTION Senior Production Manager Jessie Quek Senior Graphic Designer Eva Kam Advertising Administration Eva So ADVERTISING REPRESENTATIVES China: Wendy Yip, UBM China (Guangzhou) Co Ltd | Tel: (86) 20 8666 0158 E-mail: [email protected] Shenzhen Office | Tel: (86) 755 8268 6301 E-mail: [email protected] Italy: Mauro Arati, Studio Luciano Arati sas, Largo Camus, 1, 20145 Milan - Italy Tel: (39) 02048517853 E-mail: [email protected] Japan: Nobuaki Nito, UBM Japan Co Ltd | Tel: (81) 3 52961020 E-mail: [email protected] Taiwan: Sabine Liu, UBM Asia Ltd - Taiwan Branch | Tel: (886) 2 2738 3898 E-mail: [email protected] Thailand: Anuchana Vichvech, UBM Asia (Thailand) Co Ltd | Tel: (66) 2 642 6911 E-mail: [email protected] US: Cecilia Wun, UBM Asia Ltd – USA | Tel: (1) 516 562 7855 E-mail: [email protected] President & CEO Jimé Essink Senior Vice President Wolfram Diener Founder Letitia Chow Mei Lai Published by UBM Asia Ltd 17/F, China Resources Building, 26 Harbour Road, Wanchai, Hong Kong Telephone: (852) 2827 6211 Fax: (852) 3749 7348 JewelleryNet.com Every care has been taken to ensure the accuracy of the information in China Market Updates 2018. However, the publication of such information is at the sole discretion of the publisher. The publisher and the editorial team shall not be held responsible or in any way held liable for any errors, omissions or inaccuracies in this supplement, or for any consequences arising therefrom. The contents of this supplement are protected by copyright and cannot be reproduced, photocopied, transmitted or posted in any form without the prior written consent of the publisher. CHINA Market Updates 2018 CONTENTS OVERVIEW5 Emerging market set for further growth THE SOURCE7 The world’s major jewellery producer RISE OF THE10 MILLENNIAL Millennials: threats or opportunities? MARKET OPPORTUNITIES13 The world’s strongest growth engine OVERVIEW Emerging market set for further growth hina, the world’s biggest market for platinum jewellery, also leads global growth in demand for gold, diamond and coloured gemstone jewellery. According to a market study by the National Gemstone Testing Centre, China’s demand for diamond jewellery is estimated at 62 billion yuan (about US$9.7 billion), with a projected annual growth rate of 5 to 10 percent over the next five years. CDespite the economic downturn in recent years, China remains one of the world’s most lucrative jewellery markets, supported by a growing middle-class and higher-income groups. The rise of millennials also provides new opportunities for investors from all regions. In this special supplement, JNA presents the latest updates on China’s jewellery market for enterprises wishing to explore business opportunities in this vast and promising sector. AT A GLANCE Platinum China is currently the world’s biggest market for platinum jewellery, with annual consumption estimated at 1.5 million ounces, translating into about 12 million pieces of platinum jewellery a year Gold China lead global consumption of gold for a fifth consecutive year in 2017 with an annual consumption of 1,089 tonnes, representing an increase of 9.4 percent from the previous year. Consumption of gold jewellery went up 10.35 percent to 695.5 tonnes while that of gold bars rose 7.28 percent to 276.4 tonnes. On top of traditional plain gold items, gold jewellery manufacturers have recently been introducing more fashionable designs in 18-karat gold and marketing them as affordable luxury items for the growing young-consumer market, which is looking for fashionable and daily-wear jewellery Diamonds Demand for diamonds in China is estimated at about 62 billion yuan (about US$9.7 billion), with a projected annual growth rate of 5 to 10 percent over the next five years Bridal market Every year, over 11 million newlywed couples are recorded in mainland China, providing huge potential for the bridal jewellery segment CHINA MARKET UPDATES | 5 | 2018 OVERVIEW In 2017, China’s total imports of polished diamonds reached 2.43 million carats, rising 32.8 percent from the previous year; in value terms, this amounted to US$2.515 billion, a 23.4 percent increase over 2016. This represented a record high level of polished trading at the Shanghai Diamond Exchange (SDE), figures from SDE showed. While the total volume of diamonds traded at the exchange in 2017 was 492.587 million carats, up 59.30 percent from the previous year, the value of diamond transactions reached US$5.344 billion, an increase of 19.96 percent from 2016. As of December 31, 2017, SDE had 389 members, including 233 foreign members that accounted for 60 percent of the total. Imports of polished diamonds at Shanghai Diamond Exchange (in US$100 million) 25 22.36 20.33 20.37 20 17.30 17.48 15.84 15 13.11 10 6.99 5.35 4.40 5 2.10 1.16 0.31 0.64 0.77 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Shanghai Diamond Exchange CHINA MARKET UPDATES | 6 | 2018 THE SOURCE THEmajor jewellery WORLD’S producer China’s abundant supply of natural and human resources and its relatively competitive production costs have attracted local producers as well as investors from abroad to set up manufacturing facilities on the mainland to cover demand from both domestic and export markets. At present, China is a major source of freshwater pearls. The country also produces gold and a wide variety of natural coloured gemstones, accounting for a significant portion of global supply. With production facilities concentrated in the southern part of the country, cities such as Shenzhen and Guangzhou (particularly its Panyu district) in Guangdong Province have become major trading hubs for global jewellery players. CHINA MARKET UPDATES | 7 | 2018 THE SOURCE Shenzhen According to the Shenzhen Gold & Jewelry Association, as of September 2017, the total value of jewellery manufacturing and processing in Shenzhen reached approximately 150 billion yuan (about US$23.4 billion), and the wholesale and retail trade volume was approximately 45 billion yuan (about US$7 billion). Quick facts on Shenzhen’s jewellery industry Registered jewellery companies >5,000 Individual business operators Total value Wholesale >15,000 of jewellery & retail value production Jewellery wholesale markets US$7 billion ~30 US$23.4 billion Workforce in the jewellery industry >150,000 Shenzhen-based companies’ forecast on their prospects in 2018 Very Positive 20% Relatively Positive 63% Others 17% 01020304050607080 Shenzhen-based companies’ outlook on the city’s jewellery industry in 2018 Very Strong 23% Relatively Strong 57% Relatively Weak 20% Pessimistic 0% 01020304050 Source: Shenzhen Gold & Jewelry Association CHINA MARKET UPDATES | 8 | 2018 THE SOURCE Freshwater Pearls China is the world’s largest producer of freshwater pearls, accounting for over 90 percent of global production. In addition to the country’s major freshwater pearl-producing area in Zhuji in Zhejiang Province, other cultivation areas include Jiangsu, Shanghai, Anhui, Jiangxi, Hunan, Hubei and Sichuan. Quick facts on Zhuji’s pearl industry (all figures are estimates) Freshwater pearl aquaculture area 380,000 acres Number of pearl farmers >3,000 Annual output of freshwater pearls 73 percent of global production 80 percent of China’s total production Number of pearl manufacturing operations 315 Number of trading companies 162 Annual production of pearl jewellery >30 million pieces Value of annual output ~5 billion yuan (around US$785 million) Source: Guangdong Gems & Jade Exchange Gold According to the China Gold Association, China's total production of gold in 2017 was 426.14 tonnes, a decrease of 6.03 percent compared to the previous year. In 2017, the actual consumption of gold in the country was 1,089.07 tonnes, an increase of 9.41 percent compared to 2016. Industrial and others 90.18 tonnes Gold coins (up 19.63%) 26 tonnes (down 16.64%) Gold jewellery 696.50 tonnes (up 10.35%) Gold bars Gold jewellery 276.39 tonnes (up 7.28%) Gold consumption Gold bars in China (1,089.07 tonnes) Gold coins Industrial and others Source: Ministry of Natural Resources of the People's Republic of China CHINA MARKET UPDATES | 9 | 2018 THE RISE OF THE MILLENNIAL MILLENNIALS: threats or opportunities? The rise of the millennial market segment has reshaped the world’s retail landscape. Some studies estimate that there are around 400 million millennials in mainland China, five times more than the 80 million people in the US who were born between 1982 and 1998. This new and powerful generation has already started to influence China economically and socially. On the retail front, this group of young and energetic consumers has prompted a radical shift in jewellery retail operations. More new products, marketing initiatives as well as transaction and payment methods have been introduced in the jewellery market in order to seize the new opportunities presented by the millennial generation. Millennials • Prefer personalised service, products and brands • Lead an active and entertaining lifestyle • Are filled with anxiety • Rely heavily on mobile devices and technological advances CHINA MARKET UPDATES | 10 | 2018 THE RISE OF THE MILLENNIAL AT A GLANCE • According to De Beers, China has the world’s fastest-growing diamond jewellery sector, with a 10-year compound annual growth rate of 12 percent.