Remarks platinum and platinum jewelry market

Wen Wanyu
has been challenged by the global platinum market since the second half of 2008, the global platinum market has undergone the rapid decline of platinum raw materials from historical highs, and the impact of the world financial crisis on the jewelry consumer market, but the Chinese platinum jewelry market is in 2009 Breakthrough growth has been made in the year. According to the "Platinum 2009 Middle Yearbook" released by Zhuangxin Wanfeng Company, the net demand for platinum in the global jewelry industry in 2009 is expected to increase by nearly 80%. Among them, the pure platinum demand in China's jewelry industry is expected to rise to a record 54.5 tons. China's platinum market demand has accounted for 75%of the world's, and its position is the largest demand country in the platinum jewelry market. Faced with the good market results in 2009, coupled with the full wedding day of October 10, 2010, and the youth of platinum consumers, the Chinese platinum jewelry market in 2010 will continue to develop strongly.
1.2008 ～ 2009 Global platinum jewelry market supply and demand profile
due to the sharp changes in the price, 2008 is a year of volatility in the platinum jewelry market. According to Zhuangxin Wanfeng's "Platinum 2009 Yearbook", except for recycling, the global jewelry industry's demand for platinum has decreased by 6.2%to 42.5 tons. In the first half of 2008, due to the high price of platinum record, it affected the output of manufacturers around the world and the sales of retailers, and promoted the rise in the recycling of old Asian jewelry.
, with the fall of prices in the second half of the year, the demand for the Asian market rebounded strongly, and the recovery volume also dropped sharply. Among them, Chinese manufacturers quickly supplemented the purchase of raw materials for the reconstruction of raw materials in the second half of the year to meet the needs of retail growth. With the sharp decline in recovery, the amount of net demand began to rise. Total demand (the production volume of platinum jewelry and the changes in unprocessed raw material inventory) are almost 32.9 tons in 2007. Recycling fell from 9 tons in 2007 to 6.5 tons last year. Except for recycling, China's demand for new platinum new raw materials in 2008 rose 2.1 tons to 26.4 tons.
The platinum prices that are adjusted downward promoted the demand for China's jewelry industry in 2009. According to Zhuangxin Wanfeng's "Platinum 2009 Mid -Yearbook" report, especially in the first half of 2009, lower platinum prices prompted the industry to update and expand inventory. At the same time, the growth of profit also attracted new manufacturers and retail sales Merchants enter this industry. Due to the decrease in the retail price of platinum jewelry, consumers' purchasing power has increased strongly. In 2009, the demand for platinum in China's jewelry increased by 28.1 tons to 54.5 tons, a record high. However, the economic situation in 2009 has made different demand for platinum in different countries around the world. In Japan, due to the decline in platinum prices, the recycling of old jewelry has declined, so the net demand for platinum in Japan's jewelry industry has increased. However, in Europe and North America, the economic recession has affected consumer demand and led to a decline in platinum demand in the jewelry industry.
1.1 The decline in the recycling of old jewelry in Japan will help the net demand of platinum increased
In 2009, the net demand for platinum in Japan's jewelry industry increased by 7.9 tons to 9.6 tons. The decline in platinum prices has greatly reduced the driving force for Japanese consumers to exchange cash with old jewelry, leading to a sharp decline in the recycling volume of old jewelry. Therefore, as retailers see the sales of the platinum market better and reduce the retail price, the total demand for platinum (equivalent to production and inventory change) rose slightly to 16.8 tons. In addition, the production volume of platinum necklaces and exports to China have increased.
2009 Mid -National Jewelry and Jade Shou Jie Jewelry
1.2 European and North American economic recession affects consumer demand
2009, the European jewelry industry and the watch industry's demand for platinum were reduced by 500 kilograms, down to about 5.7 tons Essence Although high -end jewelry manufacturers strive to overcome the negative impact of the economic crisis, demand is still declining. In the main market in the UK, platinum demand has been strongly supported by the wedding market and is expected to be stable every year. The decline in the demand for platinum in Switzerland's watch industry is due to the decline in watch output and the strict control of inventory in producers and retailers.
The affected economic weakness, the jewelry market in North America is not optimistic. Due to the reduction of consumer disposable income and retailers' reducing inventory again, the net demand for platinum industry in the jewelry industry in 2009 decreased by more than a quarter of the net demand for platinum and decreased to 4.4 tons.
2.2009 China Platinum Platinum Towel Sinity and Foreign State
2.1 The Status Summary of Chinese Platinum Jewelry in 2009
The Chinese platinum jewelry market has shown a vibrant vitality since the end of 2009, especially after the Spring Festival of 2009, especially after the Spring Festival of 2009 The recovery scene. Before the Spring Festival, Valentine's Day, and May Day Labor Day, some Shenzhen manufacturers have been out of stock. At present, platinum jewelry has become the main product of many jewelry manufacturers. In the retail market, more new retail stores opened in 2009. In order to meet increasing increasing demand for platinum, manufacturers increased their stocks, which all promoted the growth of platinum jewelry sales.
In Zhuang Xinwanfeng's "Platinum 2009 Yearbook" report, lower platinum prices have prompted retailers and wholesalers to update and expand inventory, and expand the counters of platinum jewelry to replace white K gold jewelry. At the same time, the growth of profits has also attracted new manufacturers and retailers to enter the industry. This extensive reconstruction of inventory has made platinum demand a considerable growth in the first half of 2009. The continuous growth of the economy and the decline in retail prices have increased the proportion of platinum jewelry. In the first half of 2009, the net demand for platinum in China's jewelry industry alone increased to more than 30 tons.
Under the severe test of international financial tsunami worldwide, the demand for platinum jewelry in the Mainland has reached a record high. After the great fluctuations in 2008, the stable platinum price has made operators not only regain confidence in market prospects, but also created more new and creative jewelry design and market activities, attracting consumers to buy more platinum jewelry.
2.2 Platinum jewelry consumer group analysis
2009 The total value of the country's domestic production in the middle of the country increased by more than 8%, and in 2010, it will continue to maintain a stable growth trend. In addition, the Chinese government will continue to expand domestic demand as an important component of economic growth.
If, according to the global authoritative consulting and investigation agency, Hua Tongmingluo Company from February to April 2009, a total of 10,377 18 -year -old cities (Beijing, Shanghai, Guangzhou, Chengdu, Shenyang, Qingdao, Changsha) ～ 54 -year -old city female consumers' "Platinum Consumption Habits" shows that China's platinum consumer audience has shown a younger trend. Most platinum consumer audiences are the richer families and white -collar workers who have been educated well. Platinum jewelry has become the favorite and most important wedding jewelry of Chinese consumers. Platinum jewelry has become a good gift for consumers to give relatives and friends. The survey results once again show that there is still huge development space in the market.
2009 Mid -National Jewelry and Jade Self -Shou Jie Jie
The main discovery:
The respondents have an average of 2.5 platinum jewelry per person, and about 60 % will buy platinum jewelry again.
The respondents have a proportion of plain platinum and platinum inlaid 7: 3. Among the first platinum jewelry, plain platinum products account for 76%. Among the newly obtained platinum jewelry, platinum inlaid products account for 35%.
74%of platinum jewelry was obtained as a gift.
The age of platinum jewelry is mainly concentrated between 18 and 34 years old, accounting for 2/3 of the overall. Platinum jewelry obtained during marriage, engagement and marriage account for 10%, 7%, and 6%, respectively.
In birthdays and holidays are also the main occasions of platinum jewelry.
The survey shows that the target consumer group of platinum jewelry is gradually younger, which is very beneficial to the development of the long -term platinum market. Considering that young consumers need to experience more important stages of life, they can increase the number of repeated purchases, and then bring more sales space to the market.
2.3 The Chinese platinum wedding market quickly heated up
In 2009, the demand for Chinese platinum jewelry mall reached a record high. Especially in the wedding market, with the successive arrival of the wedding years, the sales of platinum wedding jewelry have grown strongly. In addition, consumers' recognition of platinum concepts and connotations of platinum has promoted the prosperity of the platinum wedding market.
Thefly with the warmth of the macroeconomic and the continuously growing wedding population in China -according to the statistics of the Ministry of Civil Affairs, China ’s marriage population is about 10 million pairs each year, and it is increased at about 6%per year. It is expected to reach 1450 in 2010. For all, China still has huge potential in the wedding jewelry market. Platinum has always been pure and rare, never faded. At the same time, pure white luster and excellent flexibility are also the best match for diamonds. Therefore, platinum is regarded as "love metal" by Chinese consumers and becomes the first choice for wedding jewelry.
If survey data from six major cities in China (Beijing, Shanghai, Guangzhou, Chengdu, Changsha, Qingdao) in China leadership. 75%of the bride interviewed and nearly 70%of the bridegrooms said they bought a platinum ring at the time of marriage. At the same time, in a single diamond ring, nearly 80 % of the brides chose platinum as a precept.
As the image of platinum is deepening in the minds of consumers, platinum consumption quickly heats up in the Chinese wedding market, symbolizing the perfect platinum to quit because of its purity, rare, and never fading. It is the favor of urban white -collar workers and become an indispensable testimony for marriage. Therefore, when the post -80s became the main force of marriage, and with the coming of the marriage auspicious years such as the Olympic year, the long time, and the World Expo, the Chinese platinum wedding jewelry market can be described as unprecedented prosperity.
In consumer survey of the International Platinum Association in the past two years, wedding jewelry, especially the wedding of wedding jewelry, will continue to maintain a very strong market demand for marriage. Jewelry dealers pay more attention to and focus on the platinum wedding market. The survey also found that the rich jewelry that is rich in good meaning often moves customers. Therefore, as terminal retailers, marketing will gradually shift from "hard marketing" to "consultant marketing", asking the front -line sales staff to have good platinum expertise, to discover the deep -seated needs of customers with professional eyes, and guide customers to buy correctly to buy them correctly To the right wedding jewelry, at the same time, the retail terminal also pays more attention to the creation of the wedding atmosphere, providing consumers with a better shopping environment.
2009 Mid -National Jewelry and Jade Shouchu Jiu Jiu
2.4 Platinum price forecast for the next six months
According to the "Platinum 2009 Mid -Yearbook" report, with the recovery of the global economy, the automotive industry and industry The demand for platinum in various fields will gradually recover, but the supply of platinum cannot reach the same extent. Therefore, the platinum market will enter a mild shortage period, and the platinum market will be tightened in 2010. These positive fundamentals are expected to support platinum prices. In the past year, most of the year, the price of platinum is mainly due to the weakness of the US dollar, strong gold prices, and increased investor interest increase. If this situation continues, the price of platinum will be pushed to $ 1550 in the next six months. If the US dollar is strong or the price of gold falls, the price of platinum will be affected and will fall to $ 1280 during the same period.
3. Help the Chinese platinum jewelry market continues to jump
The demand for marketing for the future platinum market, to support the magnificent Chinese platinum jewelry market, and is committed to promoting platinum worldwide The International Platinum Association of Jewelry pointed out that the association has planned a series of activities and development goals for 2010, thereby further strengthening the Chinese platinum jewelry market and making more Chinese people love platinum jewelry.
2009 Mid -National Jewelry and Jade Shou Jie Jewelry
3.1 Increase market share
The deepening understanding and preference for platinum jewelry in mainland consumers, coupled It has a great role in promoting the sales of platinum jewelry.
In the prediction of the China Jewelry and Jade Jewelry Industry Association, the average growth rate of the jewelry market in mainland China is expected to maintain double digits each year. The International Platinum Association believes that with the current trend of the mainland platinum jewelry market, the annual growth rate of platinum jewelry is expected to walk in Above the average number of the national jewelry market, this will greatly increase the share of platinum jewelry in the overall jewelry market in the Mainland.
3.2 Deepen the image of the platinum brand
The core values ​​and image of the platinum core of "pure, rare, eternity" (Pure, Rare, Eternal) have gradually rooted in the hearts of the people. However, some consumers still know about platinum, and many consumers are still difficult to distinguish the market value of various precious metals. Therefore, in the 2010 International Platinum Association's activities, the three core elements of platinum are spread to the industry and consumers, as well as the emotional value it brings to consumers. As the cultural level of mainland consumers is getting higher and higher, especially the younger generation of fashion consumers, they pay great attention to the design, meaning and the image represented by products. The unique and elegant temperament of Platinum is loved by consumers who are pursuing fashion and taste in the Mainland. Through the market education, they are convinced that more consumers will follow platinum jewelry.
3.3 Strengthening the degree of penetration
After more than 10 years of development, the International Platinum Association's activities have covered 16 cities in China. In the face of huge and strong development in the mainland market, the association plans to influence in 2010 will have an influence. Extending to 32 cities, new cities include: Changsha, Xiamen, Fuzhou, Nanchang, Chengdu, Chongqing, Wuhan, Kunming, Nanning, Guiyang, etc. The aggressive plan shows that the association has great confidence in the mainland market.
The economic growth in the second- and third -tier cities in the Mainland is increasing, bringing great business opportunities from all walks of life, and providing a huge development space for platinum jewelry. The International Platinum Association has planned a series of new large -scale advertising activities, television and graphic media releases, public relations, etc., in order to promote platinum jewelry in the original and new market and enhance consumers' awareness of platinum. In addition, the association will also strengthen cooperation with retailers in more second- and third -tier cities, and give more support from the display of products and stores to the promotion of jewelry series to ensure that the correct information about platinum jewelry is conveyed to consumers everywhere.
3.4 Strengthening the relationship between the industry and the media
It to successfully maintain the status of mainland China as the world's largest platinum jewelry sales country, the work of the International Platinum Association alone is not enough. Another key goal of the association in 2010 is to further strengthen cooperation with industry and media. Through multi -angle assistance and activities, the value -added of platinum jewelry is enhanced, thereby attracting more consumers.
2009 Mid -National Jewelry and Jade Self -Shou Jie Jie
In October 2009, the Association organized a large -scale South African Platinum Examination for the first time and invited 30 representatives from industry associations, major retail and manufacturers to visit the place where the visit is located. Platinum mine in South Africa and experience the platinum mining process in person, so that they have a deeper understanding of the true value of platinum, thereby increasing their understanding and identification with platinum, and triggering their creation of more novel and unique platinum platinum. Inspiration of jewelry series. This is a large -scale event prepared by the association for the industry. It is hoped that the event will be extended to the media since then, and through professional reports and publicity, it will further expand the influence and penetration of platinum in the market.
3.5 Chinese and foreign cooperation design guides platinum consumption fashion
in recent years, the design of platinum jewelry has become more and more diversified. The International Platinum Association will continue to cooperate with famous Chinese and foreign jewelry designers. The novel and fashionable platinum jewelry will also encourage outstanding Chinese designers to build a platform for domestic talented designers, display the design and process strength of the Mainland to the world and even the world, and improve the overall level of platinum jewelry. The Association will also vigorously promote the development of platinum jewelry design. It is hoped that the market will have more diversified platinum jewelry to provide consumers with more choices.
The continuous and stable development of China's economy in 2010, and the huge consumption potential of the majority of second- and third -tier cities in China, coupled with the current booming development of the Chinese market, will provide strong in the future development of platinum jewelry in China The support of the platinum market is expected to be bright.