Jewellery sales in China sank 32.5 per cent from January to April, reflecting subdued consumer interest during the coronavirus pandemic.
Latest data from the National Bureau of Statistics of China also showed that sales in April alone were down 12.1 per cent.
The year-to-date figure represents a slightly slower pace of decline compared to January to March, which recorded a 37.7 per cent drop in retail sales of gold, silver and jewellery.
Amid lacklustre sales, some industry players are banking on online shopping to support the jewellery business, according to the Gems and Jewellery Trade Association of China (GAC).
In a previous interview, Bi Lijun, vice president and secretary general of GAC, said consumers started exploring online shopping more during the lockdown. With a decline in consumer incomes, low- to mid-priced jewellery pieces are expected to rise in popularity and further boost online sales, he added.
To further take advantage of this trend, jewellery retailers should develop new models including livestream commerce and harnessing social media for retail. Companies should also build consumer databases and improve supply chains, product designs and inventory management, the GAC official said.
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