2022年钻石行业洞察报告|线上消费趋势俱增

11yue1ri，daibiersijituanfabule《2022 nianzuanshixingyedongchabaogao》，qineirongbaokuonianqingyidaishenshi、yanjiuhegoumaizuanshideyixiangzhongyaoqushi：“xianshangxianxiaronghe (phygital) ”lingshoucelve。

“线上下融合”零售格局将持续存在

2021 nian，zuanshishoushixianshangxiaoshouezaimeiguozongxiaoshouezhongdezhanbiwei 25% ，xiaoliangzhanbiwei 31%。2015 nian，zuanshishoushixianshangxiaoshouehexiaoliangzhanbijinwei 14% he 18%，youcikejian，jinnianlaidianshangyewudefazhansuduxianzhujiakuai。

z shidaixiaofeizhe、yuejixiaofeizhehedanshennvxingxiaofeizhequntizhong，xianshanggoumaizhanbijungaoyupingjunshuiping，zaisuoshurenqunzhongzhanbifenbiewei 42%、40% he 37%。

ciwai，2021 nian，54% dexianshangdingdanyuanyushoucigoumaizuanshishoushidexiaofeizhe。suiranzheizhongxianxiangkenengguiyinyuyiqingqijianxianxiamendianguanbi，danyoucikeyikanchu，xiaofeizheduizuanshishoushidianshangpingtaidexinrenduyurijuzeng。

中国市场趋势

jinnianlai，xinguanfeiyanyiqingchixumanyan、nianqingyidaijueqiyinqideshehuiyishibianhua，zheixieyinsudoujiasuleshehuihekejidebiange。

zhongguoxiaofeizhezaigoumaiqianshiyongshuzihuajishulejiezuanshizhubaodebilicong 2018 niandesifenzhiyi（25%）tigaozhi 2020 niandeyuewufenzhier（39%）。qizhongz shidaixiaofeizhegoumaideshangpinzhong，jinbanshu（49%）tongguoxianshangfangshilejie，erzaisuoyouxiaofeizhezhong，zheiyibilipingjundadaowufenzhier（39%）。

xianeryijiandeshi，yiqianxiyidai(1982~2000chusheng)he z shidai（1995~2010nianchusheng）weidaibiaodenianqingyidaichengweidazaoquanxinzuanshishijiedezhuyaoqudongli。qianxiyidaishidangjinzuidadezuanshixiaofeiqunti，ergengweinianqingde z shidaijiangyinlingzuanshixingyedeweilai。

nianqingrenxiaofeifangshidegaibiancushiguoneizuanshishichangqushidiaozheng，jinjinianlaiyuelaiyueduodexinxingxianshangzuanshipinpaijueqi，eryi“woaizuanshiwang”denglaopaixianshangpingtaiweidaibiaodezuanshiqiyeyishoudaoyuelaiyueduoguanzhu。

zuanshipinpaidezengjiazaiweixiaofeizhedailaigengduoxuanzedetongshi，yecushilepinpaizishendeyouhuadiaozheng，woaizuanshiwangweiyinghedangxianianqingrendeshenmeixuqiu，tuichugengduonianqinghuadekuanshisheji，ru“aizhilian”、“aixinghe”、“huaguan”denglingdongjingqiaodezuanjie，tongshibaoliu“lianrenxuyu”、“liuzhuahuangguan”、“jiandanai”dengjingdiankuanshi，bianyubutongfenggexihaodexiaofeizhexuangou，ciwaiwoaizuanshiwanghaibingchengyiguandezhuanshudingzhifuwu，zhichilaitudingzhideng。