Innovative jewellery products are getting popular
Young consumers tend to view gold differently. Our 2019 global consumer research results suggest that young Chinese consumers are less likely to believe that gold is a reward for success, or gold can bring you luck when compared with elder ones. Fashion barriers exist too: only 47% of fashion and lifestyle consumers between the ages of 18 and 24 believe gold can help them stand out from crowds, far below their elder peers. Hence, attracting young consumers – a major consuming force in the future – is challenging for Chinese jewellers.