The price of gold has become a key to the diversified development of diamonds into the jewelry industry.

Abstract The gold industry, once regarded as “profiteering”, is no longer in sight. From the falling sales share, the current situation seems to continue for some time. A few days ago, Chow Sang Sang, Chow Tai Fook, Emperor Watch and Jewellery and many other Hong Kong listed...
The gold industry, once considered a "profiteering", is no longer the scene. From the falling sales share, the current situation seems to continue for some time.
A few days ago, many Hong Kong-listed jewellery companies such as Chow Sang Sang, Chow Tai Fook, and Emperor Watch and Jewellery announced their financial data for the past year, and their performances have declined to varying degrees. Among them, Chow Sang Sang (00116.HK), one of the four major jewellery retailers, had a turnover of HK$16.093 billion in 2016, down 16% year-on-year; net profit was HK$742 million, down 34% year-on-year.
Chow Tai Fook (01929.HK) reported that as of December 31, 2016, the Group's mainland and Hong Kong and Macao markets recorded a decline in store sales in the third quarter, and the situation was not received during the Lunar New Year period, which has always been regarded as the peak season for sales. Better. The financial report pointed out that during the Spring Festival this year, Chow Tai Fook's same-store sales of jewelry inlaid jewelry in the Mainland fell by as much as 20%.
In fact, due to the impact of the overall economic environment, the jewelry industry began to enter the sales winter as early as 2015. Under the circumstances that the overall gross profit margin has dropped significantly, many companies have begun to seek diversification and try to transform.

Is gold more and more difficult to sell?
Jewelry, watches and costumes were once the three main players in the retail market in Hong Kong. In the past, the purchase of gold products was one of the main purposes of many consumers going to Hong Kong. The reason was that "the number of gold jewelry in Hong Kong, the number of stores, etc.".
According to information consulting firm Euromonitor International, China's jewelry market will maintain a growth rate of 6% per year between 2016 and 2021.
However, since 2014, the number of visitors to Hong Kong has fallen sharply. According to the statistics of the Hong Kong Immigration Department, the number of visitors to Hong Kong fell by 4.5% year-on-year to 56.65 million, of which the number of mainland tourists fell by 6.7% year-on-year to 42.78 million.
The direct consequence of the sharp decline in the number of mainland tourists is the sharp decline in retail sales. According to a report released by the Hong Kong Census and Statistics Department, retail sales for the full year of 2016 fell by 8.1% year-on-year, the largest decline since the Asian financial crisis in 1998. Among them, compared with 2015, the value of sales of jewellery, watches and clocks and valuable gifts fell by up to 17.2%; the value of clothing sales fell by 4.9%.
The winter of jewelry sales is also reflected in the continuous wave of closing stores. Huang Shaoji, managing director of Chow Tai Fook Group, said in an interview with the media that this year plans to close another five to six stores, mainly in the tourist area. Another old-fashioned jeweler, Chow Sang Sang, also said frankly that in order to cope with the possible downturn in 2017, the store size and store inventory will be reduced.
In the view of Wang Yi, co-partner of Greater China, the performance of the jewelry market must be observed in two aspects: First, in terms of the Hong Kong market, the decline in the number of mainland tourists and the weak willingness to consume undoubtedly lead to poor sales. For the mainland market, as the number of outbound tourists grows each year, more and more people will choose to go to Europe, America, Japan and South Korea to purchase jewelry. In addition, the domestic economic growth slowed down last year. As a result of the fluctuation of the RMB exchange rate, the function of gold as a value-preserving product is gradually weakening.
The reporters checked the financial reports published by the above-mentioned jewellery companies and found that they all attributed the sluggish retail performance to the impact of the overall economic environment. Zhou Shengsheng said that in 2016, the global economy and political situation were unstable, pushing gold prices up by 20% during the year. The weak real estate market and weak stock market growth suppressed the willingness to consume gold.
Luk Fook Group (00590.HK) explained the reason for the decline in sales volume in the 2016 Interim Report more clearly: “The Hong Kong market is the main source of revenue for the Group. Mainland visitors have been the main driver of Hong Kong's retail business growth in the past. However, due to the slowdown in China's economic growth, changes in individual travel policies and the rise of other tourist destinations due to currency depreciation, mainland Chinese tourists tend to shorten their stay in Hong Kong, and per capita consumption is also due to poor macroeconomic conditions and consumer spending. The power is down and continues to decline."
A few days ago, Chen Shichang, executive director of Chow Tai Fook, said at the Lianhe.com conference held in Hangzhou that the decline in sales was not affected by e-commerce. On the contrary, online sales complemented traditional jewelry retail. The problem is that the density of sales outlets is insufficient.
"The highest density of shopping malls in the world is in Taiwan, China, there are about 70,000 department stores, but now the department store retail is not good, and the holiday people like to travel abroad. So we are thinking, our independent industrial chain has not been refined, one-sided Expansion will also cause problems. If the economic situation is not good in the current year, it will not be shipped in large quantities, and the price can be lowered." Chen Shichang said.

Diversified scheme
Chow Tai Fook’s determination to get involved in diamonds has always been evident. Chow Tai Fook acquired US diamond jeweler Hearts On Fire for $150 million in 2014, which opened its first Chinese store in Shanghai in the same year.
On April 4 this year, Sotheby's Hong Kong auction house announced that the "Pink Star" weighing 59.6 carats was auctioned by Chow Tai Fook for $71.2 million, setting a new global record for diamonds or jewelry.
Wang Wei believes that in the general sense, gold products are easy for consumers to connect with special occasions such as wealth appreciation and marriage. In contrast, diamond jewelry has a wider use scene and is increasingly favored by young consumers. Among the consumers who purchase diamonds in China, the proportion of young consumers aged 18-34 accounts for almost 70% of the total sales. White-collar workers are more inclined to buy diamonds as a way to reward themselves, and the design is more fashionable. ”
In Wang Wei’s view, Chow Tai Fook has expanded from a single category of gold to other types of jewellery such as diamonds, which will bring about certain synergies and diversify sales risks.
In addition to the expansion of categories, many jewelers have also extended from traditional offline store sales to online channels. According to the financial report data released by Chow Sang Sang, its online sales in the Mainland continue to grow, and it currently accounts for about 10% of the total sales in the Mainland.
Chen Shichang revealed that online sales of a certain store in Chow Tai Fook accounted for 3% of total sales, but the company's online sales are growing at a high rate every year. He also admitted that for jewelry, the experience of physical stores can not be replaced online.
Huang Wenjie, president of the Guangdong Commercial Circulation Association, believes that the new retail industry must be an ecological environment that combines online and offline. It is difficult to completely realize the increment only by doing one channel. Only by combining the two can the consequences of 1+1 greater than 2 be produced. The combination of differentiation and diversification is itself an initiative to increase risk resistance and broaden channels.
Wang Wei said that e-commerce channels are relatively cheaper than physical stores. Traditional jewellery companies are mainly based on physical stores, plus middlemen's profits and shopping malls, and the prices of products sold to end consumers are higher. Jewelry is also a product that pays more attention to the experience of wearing. The price of the customer is higher than that of the general online shopping. Therefore, the company's measures in the e-commerce field need to be more cautious.

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