Pearl jewelry has been sought after by domestic consumers in the past two years, and this craze has continued with the rapid development of e-commerce live broadcasts. At the same time, young people are becoming the main force of pearl consumption, and they frequently appear in major live broadcast rooms, showing their love and pursuit of pearl jewelry with their actual purchasing power.
In February this year, the pearl jewelry industry performed well on major e-commerce platforms. According to the data of Whale Staff, about 50,000 pieces of pearl jewelry were sold on the integrated e-commerce platform (Jingdong, Tmall, Taobao), a slight increase compared with the same period last year, and more significant was the increase in sales, with a total of about 37 million yuan, an increase of 141% over last year. In addition, the price of pearl jewelry increased by 135% year-on-year.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
At present, the pearl market has a wide variety of jewelry, among which pearl pendants, necklaces, rings, earrings and bracelets are the most popular. Pearl pendants and necklaces are the bestsellers, followed by pearl rings and earrings. According to the data, the monthly sales of pearl pendants and necklaces are about 26 million yuan, accounting for more than 70% of the market, and it is the largest year-on-year increase in sales.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
Compared to other categories of jewelry, pearl price segments are more flexible, and each price segment has an audience. Among them, pearl jewelry with a price span of 600 to 2,000 yuan accounts for the largest proportion, accounting for 38%. It can be seen that pearl brands should pay attention to the pearl jewelry market in the middle and high price range, and launch more cost-effective high-quality products.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
In the context of the overall industry, the pearl brand is also making steady progress. From a brand perspective, Jingrun, Meluxe and Tahiti are in the top three, accounting for 28%, 10% and 9% of the market respectively. The Meluxe brand has seen the largest market share growth over the past year, up 9%. This also encourages other pearl brands to improve the quality and design of their products to win the hearts and minds of consumers.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
The above is the current data report of the pearl industry, and we will continue to monitor whether there are new brands to catch up in the future.
The data of Whale Staff comes from public channels, and the data acquisition and statistics may be incomplete, which is for reference only.
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