China
Chinese consumers have a passion for gold jewellery – for its beauty and lustre, as well as its financial worth. But the market faces challenges. By sharing the insights in this report, we aim to help the industry overcome these barriers and heighten the allure of gold jewellery for today’s consumers
online interviews with female fashion and lifestyle consumers in cities across Tiers 1-4
62% of Chinese women said they own gold jewellery, well ahead of smartphones (51%). Despite this, 30% of women say they have never bought gold jewellery, but would consider doing so in the future.
Considering buying gold
Never bought in the past
Considering buying gold
Has bought in the past
Won't consider buying gold
Crucial barriers to overcome among these young women are that gold is seen as ‘too flashy’ and unsuited to their style, along with a perception that it is too difficult to buy and isn’t good value. The fact that they already feel they have enough gold jewellery is also a key watch out.
Chinese women often feel that it is too difficult to find gold jewellery that they like or that suits their style. Among considerers who have never bought, 90% quote reasons relating to desirability or fashion. This sentiment is particularly strong among the 18-24 year age group.