21 Nov 2014
China's Jewellery Shoppers: The Indispensable Accessory
According to the Survey on Jewellery Shoppers in Chinese Cities: Purchasing Habits and the Hong Kong Premium  released by HKTDC Research, mainland consumers buy jewellery as an accessory primarily to match clothes and look trendy. Increasingly, jewellery has become an everyday accessory that adds to the wearer’s personal image and taste.
Main purpose: "to be trendy / to complement clothing"
Overall speaking, most respondents said that the main purpose of buying jewellery is "to be trendy / to complement clothing" (59%), followed by "to please oneself" (46%) and "to bring out one’s individual taste" (43%).
In various cities, the general purpose of respondents in jewellery consumption is also "to be trendy / to complement clothing" while in Nanjing, respondents who indicated "to please oneself” make up a large proportion, at 71%. Among those in Shenyang, more respondents said that the purpose of buying jewellery is "to bring out one’s individual taste" (58%) while in Chongqing, most respondents chose "to attend private parties" (45%).
Wearing jewellery to work
Most respondents said they wear jewellery when going to work (47%), followed by during festivals (46%) and attending private parties (43%). Compared with the 2011 survey, the proportions of respondents wearing jewellery when going to work, during festivals and travels have significantly increased.
Major occasions for wearing jewellery in the 10 cities are more or less the same with the overall, including when going to work, during festivals and attending private parties. In Shenyang, there is a particularly high proportion of respondents wearing jewellery during holidays / travels.
Trendy, easy-to-match styles
Industry can do more in the following areas to go along with market demand. First, in terms of style design and materials, they can offer compact design, trendy and easy-to-match styles, or in collaboration with fashion brands or designers, they can offer limited edition products and they can use karat gold instead of gold to attract consumers of younger age and lower purchasing power. In fact, small and exquisite inlay diamond, jade or other gemstones accessories such as pendants are also very suitable for young consumers’ daily wear.
In marketing and promotion, industry players should also pay attention to and satisfy consumers’ desires, for example, by creating trendy brand image exuding confidence, good taste and independence. In marketing materials and shop window design, they can use photos or portraits of models with distinctive image to highlight the trendy style of jewellery complementing clothing, not only displaying the products.
 The survey was conducted in May 2014, covering the 10 cities of Beijing, Shanghai, Guangzhou, Hangzhou, Nanjing, Chengdu, Chongqing, Dalian, Shenyang and Wuhan. The total sample size was 3,000, with 300 consumers interviewed in each city. The 300 respondents in each city were divided equally among three age groups, namely 18-30, 31-45, and 46 or above.