New generation’s tastes driving change

Young consumers today don’t think, ‘If I buy a 1,000 yuan piece of jewelry today, will it be worth the same amount if I sell it tomorrow. They absolutely don’t think about what they are going to do with it in the future.” Zheng Huanjian, vice-president of jewelry maker Ganlu Group


The Chinese gold industry is struggling to build strong brand images that appeal to younger consumers, as the industry’s new target market now sees jewelry primarily as a fashion statement, not an investment. China is the world’s largest gold...

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