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THE IMPORTANCE OF THE BRIDAL SEGMENT IN CHINA
In 2013, diamond jewellery consumption by Chinese
women was led by married women who acquired
almost two-thirds of pieces and accounted for the
same proportion of sales value. The second most
important consumer segment was bridal women,
who acquired about a fifth of pieces and contributed
just under a quarter of sales value. Single women
represented the smallest proportion of sales,
acquiring 14 per cent of pieces representing 11 per
cent of total value (see Fig. 45).
The acquisition levels for each of these three segments
were very different: 48 per cent of brides acquired
diamond jewellery, while among married women
acquisition was seven per cent and among single
women four per cent. Brides’ jewellery also had the
highest average price and the highest average carats
per piece. Even so, bridal acquisition rates remain
well below the peaks seen in US and Japan, as average
household wealth continues to grow (see Fig. 46).
FIG. 44:
DIAMOND JEWELLERY RETAIL EXPANSION
IN CHINA
Source: Public filings and De Beers analysis
Number of doors, estimated
i
16,000
14,000
12,000
10,000
2012
14,500
2011
13,000
2010
12,000
2013
15,500
RETAILER
Chow Tai Fook
Chow Sang Sang
Luk Fook
TSL
NEW DOORS IN 2013
192
32
203
2
i
De Beers estimate, numbers are approximate
F I G . 4 5 :
D I AMOND JEWELLERY ( DJ ) MA I N CONSUMER SEGMENTS I N
CH I NA ( 20 1 2 )
Wedding
ring
13
Non Bridal DJ
74
WDJ
97
DER/
Commitment
ring
10
SWDJ
11
Bridal DJ
23
MWDJ
63
Note: Area of rectangles reflects approximate proportion of total market by value
Source: De Beers
Total DJ demand
100
Men’s
DJ
3
Per cent of DJ value