China Jadeite Industry Development White Paper (English Translation)

The 2024 China Jadeite Industry Development White Paper was jointly published in January 2025 by the Gems & Jewelry Trade Association of China (GAC), the Dehong Prefecture New Media Association and Jadeite Dynasty (翡翠王朝). The English translation below is provided for reference; the original Chinese text prevails.

Foreword

Every civilisation carries forward the spiritual bloodline of a nation and its people. That heritage must be passed down and guarded from generation to generation — but it must also move with the times and dare to innovate. Jade culture stretches back tens of thousands of years and stands as a "spiritual symbol" of China's finest traditional culture; jadeite (fei cui) culture continues to renew itself, and this interplay of many strands keeps the gems and jewellery industry evergreen.

As China's economy has grown steadily and household incomes have risen, demand for jadeite as a high-end jewel has kept increasing and the market has continued to expand. We have watched digital transformation, design innovation and sustainable development become the key drivers of the industry's upgrade. We have also lived through the rapid rise of content commerce — led by livestreaming and short video — which has become a powerful engine for the jadeite industry and for regional economic development. At the same time, the global spread of jadeite culture and the trend towards internationalisation will bring fresh vitality to the market.

In 2024, livestreaming e-commerce entered a new phase. How can the jadeite industry find new growth? How can jadeite livestreaming steer towards higher quality? How can businesses lead the new season? This white paper aims to offer as rich and objective a perspective as possible: analysing the current state of the jadeite industry, forecasting its future direction, and exploring how to seize opportunity amid change to achieve healthy, well-regulated and sustainable development. We look forward to exploring the boundless possibilities of the jadeite industry with you, and to opening a new chapter in its development together.

Overview of China's Jadeite Industry in 2024

China's jewellery market hits a new record high: gold leads strongly, jadeite grows steadily

In 2023, China's gems and jewellery market reached RMB 820 billion, up 14% year on year — an all-time high. By 2028, the overall market is expected to reach RMB 1.14 trillion.

By category, gold products added RMB 108 billion of market size in 2023 — 98% of the entire jewellery market's growth — pulling the whole market strongly forward.

Of the four categories whose market size trended upwards in 2023, gold grew by the largest amount, pearls grew the fastest, and jade products grew at a steady pace.

Jade products held roughly an 18% market share in 2023 — down 3 percentage points from 2022 — while their market size grew slightly. Within that, jadeite accounted for about 14% of the market (extrapolated from the past three years of data), with a market size of roughly RMB 115.7 billion. It remains China's second-largest jewellery consumption category, though on the whole the market has now stabilised.

Live-commerce user penetration passes 50% with plenty of headroom — jadeite livestreaming enters the era of "quality livestreaming"

In 2023 China had 1.092 billion internet users and 1.05 billion short-video users, up just 2.34% and 3.96% year on year respectively. Behind the sluggish growth lies a user base approaching saturation: the market has entered a plateau phase and competition is intensifying.

Still waters run deep — and one "wave" is still surging. In 2023 the number of live-commerce users nationwide grew 26.22% year on year to 597 million. The live-commerce market expanded from RMB 3.5 trillion in 2022 to RMB 4.92 trillion, a growth rate of 40.57%. Jewellery e-commerce has also posted double-digit growth for three consecutive years, with online retail sales reaching RMB 339.8 billion in 2023 — and livestreaming accounting for half of it.

Live-commerce user penetration stood at 54.67% in 2023, leaving substantial room to climb; for jadeite sales it remains a key growth lever and the channel of first choice. With the overall market topping out, competition will grow fiercer, placing higher demands on jadeite merchants' ability to integrate resources, organise teams, innovate in service and build brands. Jadeite livestreaming has formally entered the era of "quality livestreaming".

Jewellery's social-media heat keeps climbing; jadeite's share of voice shines — seeding content and topic campaigns become the industry's key traffic gateways

Jewellery-industry social-media voice grew 129% in 2024. In September and October, soaring gold prices triggered waves of social-media discussion, pushing industry voice to a near two-year peak. Against a backdrop of slowing growth and rising uncertainty, jewellery categories with strong financial attributes — wealth preservation and asset hedging — became a focal point for consumers, and a hot topic for speculation.

Gold, pearls and jadeite together account for 70% of the industry's social-media voice. Voice for both pearls and jadeite grew more than 130% in 2024 — to a degree, a reflection of the scale and untapped growth potential of these markets. Seeding content and topic campaigns on social media have become the jadeite industry's key gateways for drawing traffic.

Jewellery and jadeite carry the flag of post-90s "high-quality consumption" — and remain the top investment-collection category for high-net-worth individuals for the fourth year running

High-quality consumption expresses an aspiration to, and pursuit of, the good life. It is a healthy, positive philosophy of consumption — demanding both product quality and cultural taste. Thanks to their innate value, cultural and social attributes, jewellery and jadeite have come to carry the flag of high-quality consumption for the post-90s generation.

High-end jewellery and jadeite, being scarce and offering strong investment returns, remained the top investment-collection category for high-net-worth individuals in 2024. Investment enthusiasm cooled slightly compared with 2023, mainly because top-grade goods are becoming ever scarcer on the market — turning them into premium assets to be held for the long term.

"Fei Cui" becomes jadeite's international standard name, accelerating internationalisation

The CIBJO (World Jewellery Confederation) 2024 Congress Fei Cui Forum was held in Shanghai on 3 November. For the first time, the forum proposed to leading international jewellery institutions and the general public that "Fei Cui" be adopted as the international standard name for jadeite, with in-depth exchange on the international standardisation of the name, internationalisation trends in the jadeite market, and the inheritance and innovation of jadeite culture.

The aim is to jointly promote the unification, transparency and marketisation of the international standard name for Fei Cui and its definition — facilitating jadeite trade and helping the industry develop healthily and in an orderly way worldwide. This opens an important window for jadeite's accelerating internationalisation. From here, how to internationalise the jadeite industry well — product development, design innovation, craftsmanship upgrades, cultural communication — will be the industry's key subjects.

Shifting Trends Across China's Jadeite Value Chain in 2024

Upstream

Myanmar's 2024 gongpan auctions resume normally, with supply up 51% year on year — healthy supply at the source delivers a pleasant surprise for the jadeite industry

Myanmar's 2024 gongpan (public jade emporium auctions) were held in May and November. Given the complex situation inside Myanmar, they brought the jadeite industry both anticipation and welcome surprise. Across the two sessions a total of 9,350 lots of jadeite rough were offered (May: 4,550 lots offered, 3,251 sold, a 71.45% sell-through rate; November: 4,800 lots offered in total, with 1,700 lots released by 25 November, 1,228 sold, a 72.24% sell-through rate). Supply rose 51% year on year, and total lots sold are projected at around 6,700 — exceeding 2023's total supply of 6,195 lots. Although absolute volumes at these gongpan remain small and fine material scarce, as the Myanmar gongpan normalises, this healthy injection of fresh blood will further unlock domestic jadeite spending power.

Domestic gongpan sessions are frequent and highly active — Pingzhou (Foshan) and Yingjiang (Dehong) host 53% of China's Myanmar-material gongpan

Domestic gongpan activity was extremely lively in 2024. According to incomplete public statistics, gongpan events were held in Pingzhou, Sihui and Jieyang in Guangdong; Yingjiang, Ruili and Tengchong in Yunnan; and Hong Kong — around 32 sessions in total, up 27%, with more than 150,000 lots offered. Pingzhou and Yingjiang together accounted for over 53% of domestic Myanmar-material gongpan sessions, making them jadeite rough-trading hubs in the truest sense.

Guatemalan material sheds its "substitute" label and gains a clearer identity — further driving standardisation and transparency in jadeite market trading

Guatemalan material (wei liao) already accounts for roughly 30% of the overall jadeite consumer market, yet it has never escaped the dominance of Myanmar material in the conversation. In consumers' minds it has always been the Myanmar "substitute" — "second-rate jadeite" — so its value has struggled to be genuinely realised, and it has allowed unscrupulous merchants to pass Guatemalan material off as Burmese, harming consumers' interests.

In December 2023 the group standard "Maya Green Fei Cui — Grading" was released in Guangzhou; in February 2024 the group standard "Fei Cui Origin Certification: Techniques and Testing Methods" was released in Shanghai; in October 2024 the group standard "Guatemalan Fei Cui — Classification and Nomenclature" was released in Shenzhen. Together these set out methods and standards for distinguishing jadeite origin and identifying Guatemalan material, providing the ground rules for its commercialisation, marketisation and standardisation — and further driving the jadeite trading market towards regulated, transparent development.

Midstream

Cloud-based digital smart jade-manufacturing super-factories debut: new productive forces boost quality and efficiency in jade processing

As technology advances, 3D printing, laser engraving and other techniques are continuously fusing with traditional jade-working methods, and jadeite factories are trending towards automation upgrades and intelligent transformation. In 2024, Pingzhou took the lead in launching a cloud-based digital smart jade-manufacturing super-factory: in just two hours it can take a piece of jadeite jewellery all the way from pattern design to intelligent carving in one integrated flow. These new productive forces will further release the capacity constraints of traditional design, processing and carving, injecting a continuous stream of momentum into the jadeite market's development.

Product supply chains upgrade again, importing platform thinking and traffic thinking to empower the product power and scene power of jadeite livestreaming

The rise of jadeite livestreaming has driven rapid growth in supply chains: supply centres, livestream centres and jadeite "supermarkets" keep emerging. The appearance of these supply chains has in turn propelled jadeite livestreaming — above all by enabling small and mid-sized sellers at low cost. Over the past two years supply chains have adopted platform thinking and traffic thinking, iterating and upgrading across four dimensions — product power, scene power, after-sales service and value-added service — to build their own "people, goods, place". Take scene power: many supply chains have built livestream rooms in a range of styles, seamlessly matched to each host's characteristics and campaign themes, giving livestreams greater richness and layering.

AI-generated content (AIGC) drives the fusion of traditional jade carving with modern design, promoting innovative expression of local culture and traditional design, and scene-based integration

As China moves fully into the digital era and intelligent technology permeates every industry, technologies represented by AIGC have introduced new techniques and processes to jade carving, injecting fresh vitality into the traditional art. AIGC-assisted design and data-driven workflows give carvers a vast source of inspiration and efficient support for pattern design, colour matching and more — combining traditional Chinese elements with modern design language to create works that are steeped in a distinctive "Eastern aesthetic" yet aligned with "modern design" thinking.

Downstream — the sales side

Culture & tourism +: hundred-billion-yuan jade and jewellery industry clusters drive the intensive development of the gems and jewellery industry

As the jewellery industry keeps scaling up, industrial belts represented by Pingzhou and Panyu are actively harnessing mobile internet, big data, artificial intelligence, blockchain and other digital productive forces to build modern, hundred-billion-yuan industrial parks that integrate R&D and design, jewellery processing, appraisal and valuation, bonded warehousing, logistics and delivery, exhibition and trading, cross-border e-commerce, and cultural tourism — driving the intensive development of the gems and jewellery industry. By building immersive experience scenes and integrating multi-format resources, they are — on the foundation of industrial upgrading — activating offline culture-and-tourism consumption, forging deep integration between the jewellery industry and cultural tourism, and promoting the long-term development of the gems and jewellery industry.

Culture +: jadeite museums blossom nationwide; cultural empowerment deeply activates a consumption market full of latent potential

The tight coupling of commerce and culture has been a defining feature of the jadeite industry over the past two years. Purely commercial offline spaces — such as high-end jadeite clubs — are placing ever more weight on cultural attributes, so as to achieve communication and interaction. According to incomplete public statistics, since 2023 nine or more jadeite museums (cultural halls) have opened or been planned across the country. Jadeite museums use their rich, multi-dimensional cultural scene-building to bridge culture and commerce. With cultural scenes as the core driver, the public experiences jadeite while cultural communication and sales growth are achieved together.

City	Venue
Beijing	Baocui Palace Jadeite Museum
Shenzhen	Shenzhen Bay Jadeite Art Museum
Foshan	Cui · Jadeite Culture & Art Museum
Pingzhou	Yipin Tianxia Jadeite Art Museum
Sihui	Zhuangjia · 7 Art Museum
Sihui	Jade Culture & Art Museum
Ruili	Jewellery & Jadeite Art Museum
Zhejiang	Qicai Jadeite Jewellery Museum
Baoding	Qingdushan Jadeite Museum

Public enthusiasm for exhibitions runs high; touring shows in small and mid-sized cities become the key venue for rapidly connecting into private domains

In 2024, large gems and jewellery shows — and small and mid-sized jadeite touring exhibitions — grew even livelier. Brands and jewellery influencers proactively moved down-market, closing the distance to mass consumers. While satisfying the public's enthusiasm for exhibitions, they gave more people the chance to experience jadeite culture and its charm up close. Through content seeding and jewellery appreciation, they deepened public identification with jadeite culture, strengthened the links between jadeite merchants and consumers, and built an online-offline conversion channel taking customers from public domain to private domain.

Scene +: physical stores upgrade their scenes again, triggering emotional resonance and driving offline consumption growth

The advantage of the physical store lies in the experiential and emotional value delivered by vivid "product, scene, service". In 2024, offline jewellery and jadeite stores placed still greater emphasis on scene-building and upgrades: embedding wearing scenes and life scenes in-store, planning customer flow lines, positioning key guidance points and reshaping the consumption journey. By combining immersive scenes, cultural experiences and attentive service, they trigger consumers' emotional resonance, lift visit rates and dwell time, and achieve new breakthroughs and value growth in offline retail operations.

Tracing the industry to its source: origin scenes help jadeite livestreams double up on traffic and sales

Anchoring to consumer mindshare and anchoring to the industry's source brought rich content scenes and topical stories to jadeite livestreaming in 2024. First, Douyin's e-commerce arm came in officially, organising "Seeking Jade in Yunnan · Tracing the Source to Ruili" and the "Sihui Gold-Origin Plan". Second, leading merchants represented by Si Yi Jia, Yumeiren Feifei, Cricket Jewellery, Lüzhuang Jadeite and Mianqiao Jewellery successively launched origin-tracing livestreams across the country's gems and jewellery industrial belts, achieving a double breakthrough in traffic and sales.

Service +: trading genuine goods for genuine trust, Pang Dong Lai completes its traffic aggregation and brand output — becoming the marketing stronghold jewellery merchants race to enter

Founded in 1995, Pang Dong Lai has spent 29 years using meticulous products, service and culture to break out of the retail circle — making the "Top 100 New Ways to Travel in China" list and 2023's top-ten Henan culture-and-tourism hot words, and prompting Bubugao and Yonghui supermarkets to adjust course. It has completed its traffic aggregation and brand output, becoming the marketing stronghold jewellery merchants race to enter. "Trading genuine goods for genuine trust": the high transparency of Pang Dong Lai's jewellery offer has also set a benchmark for a jadeite industry that runs on strong trust endorsement.

Its services include: free jewellery appraisal; free jewellery cleaning and reshaping; no workmanship fees on gold jewellery; free exchange within ten days; clearly marked genuine prices; and transparent marketing.

Jadeite resale and consignment become a hotspot, energising the jadeite market

Since 2023 the jadeite resale-and-consignment market has flourished. On one hand it has activated the stock of assets in the jadeite market, bringing idle jadeite back into circulation and widening the market's trading boundary; on the other, as the resale market matures it has strengthened consumers' confidence in investing in jadeite — powerfully boosting jadeite's liquidity and igniting market vitality.

Platform +: Tencent's WeChat e-commerce accelerates hard — public–private domain linkage opens a full-traffic ecosystem for jadeite merchants and enables long-term operations

At the start of 2024, Tencent founder Pony Ma stated clearly that "this year we will go all-in on developing Channels livestream e-commerce". In August, Channels Stores were formally upgraded to WeChat Stores, and livestream e-commerce was upgraded to WeChat e-commerce. Through WeChat e-commerce, jadeite merchants can compose rich marketing pathways, linking Moments, Mini Programs, Official Accounts, Search and every other traffic port. Exploring public–private domain linkage around Channels is now the key ground for building core competitiveness and achieving long-term operations.

The WeChat ecosystem connects the private domain (WeChat groups, Moments, WeChat contacts) and the public domain (Official Accounts, Mini Programs, Mini Games, Search, Top Stories) around Livestreams and Stores. Typical pathways:

Pathway	Route	Advantages
Direct product purchase	Channels ad → Mini-Program mall → order page	One tap straight to the trading floor; shorter conversion path; faster business growth
Mini-Program pathway	Channels ad → brand Mini Program → product detail page	Traffic from every public and private touchpoint; new livestream-shopping scenes
Lead-capture pathway	Channels ad → lead form → order page	Cultivates intent audiences; sustained customer connection; better conversion
Livestream promotion pathway	Channels ad → Channels livestream room → post-link operations	Effective product seeding; activates latent demand; completes the transaction directly

Source: Weimob Research Institute

Traffic +: gambling-stone culture powers micro-drama creation, pushing jadeite industry traffic beyond its circle

By June 2024, China's micro-drama audience had surpassed 576 million — 52.4% of all internet users. The legendary stories of jadeite's gambling-stone culture provide highly compelling creative material for micro-dramas, breaking beyond the user circle of traditional jadeite short video and becoming a new route for the mass public to encounter jadeite. This has given jadeite merchants not only new thinking for breaking through on traffic, but also a new channel for brand promotion.

Downstream — the service side

The "electronic birth certificate" lands in Foshan: "copyright empowerment" boosts innovation and creation in jade carving

Digital rights confirmation on Foshan's electronic-evidence anchoring platform is a process that uses digital technology to establish ownership of electronic data. Through blockchain, financial-grade encryption algorithms, precise national-satellite timestamping, trusted identity authentication, unique digital fingerprints and other technical means, the platform ensures the authenticity, originality and tamper-resistance of electronic data, and endows it with legal evidentiary force. This "copyright empowerment" effectively protects the rights in original jade-carving works, freeing carvers to throw themselves into creation and keep innovating.

Integrated inspection-and-logistics services upgrade: Kuaijian Kuaifa makes a valuable experiment

In traditional offline markets, sending jewellery for inspection and shipping it were separate steps: merchants had to visit the testing institute and then arrange a courier — costing time and energy and adding operating expense. Targeting exactly this pain point, Kuaijian Kuaifa ("fast inspection, fast dispatch") built encrypted interfaces between testing institutions and logistics companies to develop the country's first "integrated inspection-and-logistics service system". Through this valuable "inspect-and-ship in one" experiment, it delivers service innovation that helps merchants cut costs and raise efficiency.

The process, under full high-definition video monitoring: order via Mini Program → telephone confirmation within 10 minutes → customer drop-off, or staff pick-up within 30 minutes → each order's goods checked into the warehouse one-to-one → appraisal to the national gems and jade standard (items that fail are returned to the merchant; passed items that are inspection-only orders leave the warehouse back to the merchant and the order completes) → dispatch orders (collected/dropped by 17:00 ship same day; later ship by 10:00 next day) → to the out-bound zone, waybill printed → photographed for the record and handed to the courier for packing and dispatch → parcel delivered → order complete.

Ever more vertical, ever more specialist: Feibiao Jewellery Service Platform tops jadeite-industry ERP software market share again in 2024

The rise of livestream e-commerce opened a new growth path for the jadeite industry — and threw jadeite businesses the challenge of processing and integrating the vast data of livestream rooms and supply chains. Businesses urgently need jewellery ERP software that provides efficient data integration and supports refined, data-driven decisions, to promote coordinated management of livestream rooms and supply chains. That includes managing everyone from goods owners, suppliers and hosts to sellers; strengthening key links such as inventory management, sales management, borrowing/lending management, after-sales management and financial split-account management; and supplying rich data dashboards to lift operating efficiency across the board. Deeply rooted in the jadeite industry, Feibiao Jewellery Service Platform has built a full-domain, full-process, full-staff collaborative data-management system. On the strength of its outstanding data-driven technology and professional service, it again topped the jadeite-industry ERP software market by share in 2024.

New Consumption Trends in China's Jadeite Market in 2024

Consumer protection

Pingzhou's Guicheng pioneers the "Four Ones" supervision model, building a jade-jewellery consumption environment consumers can trust

Rooted in its local industrial character and focused on the jade-ware market, Guicheng, Pingzhou has built a "Four Ones" supervision model — one standard, one code of practice, one public list, one mechanism — creating a reassuring environment for online jade-ware trading and effectively stimulating consumption.

One industry standards system: cultivating two "Pingzhou Jade-ware" municipal local standards — the "Code of Practice for Fei Cui Product Sales Services" and the "Code of Practice for Commercial Evaluation Services for Fei Cui Jewellery" — now published and in use, advancing the standardisation of trading services and the regularisation of market supervision.

One industry code document: via the "Guiding Opinions on the Regulated Management of Online Livestream Marketing Activities for Jade and Jade Products (Including Processing Services) on Guicheng's Streets", establishing a whole-process traceability mechanism for jewellery-jadeite trading products and processing services, strengthening full-chain supervision of livestream transactions, and promoting the regulated development of the jade-ware industry.

One integrity red-and-black list: an online public integrity list, linked to the Nanhai government-affairs cloud big-data backend and connected to the Nanhai and Guicheng "city brains", publicising how jade-ware consumer complaints are handled — displayed simultaneously in the town's digital exhibition hall — giving full play to public oversight and credit constraint.

One consumer rights-protection mechanism: first, a tiered "department + association + market + base" consumer rights system, with two rights-protection service stations set up at the Pingzhou Jade-ware Jewellery Association and the Gems & Jade E-commerce Association; second, an "online mediation room" providing fast, efficient online dispute resolution for consumers caught in jade-ware buying disputes on shopping platforms.

Dehong launches the "licence-on-display operation" model to regulate industry development — tightening livestream control at the source and building a reassuring online consumer market

In August 2024 — to concretely strengthen management of jewellery, jade and jadeite rough-stone livestreaming, effectively regulate market order, push the industry towards regulated, healthy development, and progressively build a social co-governance system of government supervision, industry self-discipline and operator self-governance — Dehong Prefecture established a dedicated leadership working group and issued a series of institutional documents. Through the "Dehong Prefecture Jewellery Short-Video and Livestream Registration Platform" system, it implemented an entirely new management approach: "livestream registration + base-centred management + on-screen licence display + publicity". Starting from the very source of the livestream, it brings the whole jewellery-and-jade livestream industry under regulated management and promotes its healthy development.

The Dehong Prefecture New Media Association gathers the industry's forces of integrity to jointly promote the high-quality development of the jadeite industry

In August 2024, the Dehong Prefecture New Media Association — together with the Ruili Gems, Jade & Jewellery Industry Association and the Yingjiang County Livestreaming Association — formulated and published the "Dehong Prefecture Code of Livestreaming Conduct for the Gems, Jade and Fei Cui Industry", guiding livestream practitioners to regulate their own behaviour. It also launched a prefecture-wide themed short-video collection campaign, "Living with Consumers, Prospering with the Jewellery Industry — We Are Taking Action", with broad participation from the gems-and-jade industry association, livestream bases, merchants, master carvers, testing institutions and online celebrities. Using the power of new media to publicise the importance and practical application of the livestreaming code of conduct, it urges the whole industry to observe the rules — promoting the healthy development of the jewellery industry while protecting consumers' interests, towards a jewellery market of symbiosis and shared prosperity.

Government, business and e-commerce platforms strengthen industry rules and perfect quality-management systems, protecting consumers' rights from the source

Since 2023, local governments and industry associations have issued a series of policies, regulations and group standards, laying firm foundations for the regulated development of the jadeite industry. These releases have not only promoted the optimisation and upgrading of the whole industry — they have also created a fairer, more transparent market environment for consumers.

Date	Document	Main content
2023.7	Foshan Nanhai District Economic Promotion Bureau: Measures for the Recognition of Livestream E-commerce Demonstration Bases (Trial)	Gives full play to the clustering effect of livestream e-commerce demonstration bases, guiding livestream bases with strong foundations and growth potential to combine with local advantage industries and drive high-quality e-commerce development.
2023.11	Code of Practice for Commercial Evaluation Services for Fei Cui Jewellery	Focuses on "commercial evaluation description information", defining descriptive terms for fei cui's zhong-shui (texture-translucency), colour, colour distribution, and internal/external features, mapped to national-standard grades.
2023.11	Code of Practice for Fei Cui Product Sales Services	Draws strict distinctions across service assurance, management, supervision and sales terminology definitions; clarifies the relationship with binding provisions of current law; and regulates covered fei cui e-commerce livestreams to safeguard consumers' lawful rights.
2023.12	Maya Green Fei Cui — Grading	Drawing on Guangdong's main jewellery research strengths, and grounded in extensive market research and science, pioneers concepts and technical methods adapted to the market and builds a fit-for-purpose fei cui grading system — helping Guatemalan-material procurement become standardised and batch-scale, and pushing fei cui trading towards greater regulation, transparency and sustainability.
2024.2	Code of Conduct for Borrowing and Consignment Transactions in the Pingzhou Gems & Jade-ware Industry	Grounded in market realities, regulates from a legal perspective the borrowing/lending and consignment-sale of rough stone and jade ware and related transactions within the jade industry.
2024.2	Explanatory Standard for Fei Cui Origin-Testing Techniques and Methods	Applies to enterprises and third-party testing institutions engaged in fei cui production, processing and sales, guiding practitioners to adopt unified methods and techniques for origin determination and ensuring the accuracy and reliability of results.
2024.8	Dehong Prefecture Code of Livestreaming Conduct for the Gems, Jade and Fei Cui Industry	Guides and advises the fei cui industry on self-streaming, agency streaming and purchasing-agent conduct, protecting the lawful rights of legitimate livestream merchants and consumers.
2024.10	Dehong Prefecture Administrative Measures for the Fei Cui Online Livestreaming Industry (Trial)	Clarifies the supervisory duties of cyberspace, market-regulation, public-security, commerce and other departments: cyberspace departments oversee the internet industry and online positive-publicity; market regulators oversee pricing conduct and investigate violations; public-security organs combat illegal and criminal acts and are responsible for network and information security supervision.
2024.11	Guatemalan Fei Cui — Classification and Nomenclature	Provides detailed classification and summary of the Guatemalan fei cui now widespread in the market; proposes type divisions by dominant colour category and puts forward naming rules — promoting the compliant development of Guatemalan fei cui and giving consumers protection.

In 2024 the major e-commerce platforms also rolled out new policies for the jewellery category and refined their own rules. While building long-term supervision mechanisms for the livestream market, this has produced a mature quality-control management system for jadeite livestreaming. For example: Douyin set explicit rules for product listing and promotional claims; WeChat Channels requires jadeite to pass quality testing at an inspection service centre before dispatch; and Taobao added "authenticate before dispatch" to its jewellery-merchant standards — protecting consumers across product inspection and process compliance.

Date (2024)	Platform	Policy
25 Jan	Douyin	Rules on "False Advertising: Deceptive Promotion Tactics" violations — targeting creators who lure consumer engagement in short videos/livestreams/image-text promotion with "clearance", "low-price goods" and similar hooks that prove false, unredeemable or unlawful.
8 Feb		[Jewellery & Collectibles] Product Listing and Promotion Rules — covering shop naming, product listing, flash sales, buy-now, creator nicknames, and product/content promotion standards, with penalties for violations.
16 Apr		[Jewellery & Collectibles] Restricted & Prohibited Goods Rules — clarifying restricted categories including gems, jade and precious metals, listing prohibited circumstances (e.g. dyed-quartzite "jadeite"), to regulate merchant operations and protect consumers.
15 Jul		"Non-compliant Marketing — Improper Valuation/Appraisal" implementation rules — defining misleading conduct by creators who lack qualifications yet offer appraisal of jewellery and collectibles or claim such services, including advertising appraisal services and issuing appraisal conclusions; penalties scale by severity with special governance of low-quality streams.
30 Aug		Rule optimisation clarifying standards for cracks and flaws in fei cui and jade — covering non-receipt orders, livestream returns and flaw-attribute selection; merchants must disclose flaws truthfully and avoid "flaws not stated as per certificate" violations, or face account-flagging and penalties, with dedicated platform governance of low-quality goods.
20 Nov		Creator rules on "Price Violations — Fabricated Reference Prices" — new price-comparison requirements before promotion for items over ¥20, clarified price-marking and documentary-evidence requirements, regulated promotion methods and penalty measures, protecting consumers and regulating merchant operations.
11 Apr	WeChat Channels	Channels Showcase [Gems & Jade] product admission and prohibition rules — some jewellery categories must ship via the inspection-centre quality-check; clarified applicable scope, admitted goods (untreated fei cui and the like), prohibited goods (rough stone, treated jade) and FAQs; merchants must not stream prohibited goods.
23 Aug		Channels Showcase [Jewellery] category-targeted admission and clearance standards — upgraded directed-admission management for jewellery livestreaming, defining scope, qualification requirements (brand-tier standards and material upload notes), warning and clearance standards and asset handling; the platform monitors merchants accordingly, with re-admission assessment after clearance.
15 Mar	Taobao	Taobao Jewellery & Accessories Industry Management Rules — new precious-metal category admission and clearance requirements, one-item-one-certificate service and special-margin deposits for inlaid items; revised product-listing requirements and corresponding violation handling, lifting jewellery product quality and cutting non-compliant listings to protect buyers and sellers alike.
16 Oct		"Authenticate Before Dispatch" added as a Taobao jewellery-industry merchant standard — requiring professional appraisal before goods leave the warehouse, ensuring quality matches description, protecting consumer rights, improving the shopping experience and strengthening consumer confidence in jewellery.
10 Sep		Changes to the Taobao "Anxin Jian" (Assured Appraisal) Service Code — including adjusted admission qualifications for appraisal services and testing-fee standards.
Sep	Xiaohongshu	Gems & Jade Industry Management Rules — for precious-metal and gems-jade goods, merchants must provide precious-metal/gem certificates issued by CMA- or CNAS-accredited third-party testing institutions.
Sep		Gems & Jade Product Listing and Promotion Rules — new [Product Listing Code] and [Content Promotion Code] for the category, covering prohibited goods, precious-metal purity and weight rules, product-information requirements and promotional standards.
Sep		Gems & Jade Category After-Sales Dispute Handling Rules — refined dispute-resolution detail for the category, reducing consumer complaints and raising satisfaction.
Oct		Announcement on Special Governance of Low-Quality Gems & Jade Goods — launching targeted governance of inferior goods among merchants, defining inferior goods, violation scenarios and platform handling measures.

The "515 Sunshine Service" quality-control mechanism systematically establishes quality-management standards for jadeite livestreaming

Business self-discipline is the cornerstone of honest operation and the starting point of quality management. Jadeite livestreams face problems such as lighting that distorts true colour and one-sided presentation. The emergence of the "515 Sunshine Service" quality-control mechanism has systematically established a set of quality-management standards for jadeite livestreaming: more scientific quality-control processes, more transparent goods display and better information alignment with consumers — winning market reputation.

5 — Five quality checks ensure jadeite quality: intake inspection on warehousing; a second, curated check before livestreaming; a third check as goods are shown on stream; a fourth check on leaving the warehouse; and a fifth check by the testing institution.

1 — One unwavering centre: "natural-light livestreaming".

5 — Facing the consumer, the host must explain each piece "360 degrees with no dead angles" across the five dimensions of zhong, shui, se, gong, xia (texture, translucency, colour, workmanship, flaws), spending no less than 3–5 minutes per bangle — so that consumers buy with full understanding and consume with confidence.

Across the journey: warehousing stage — joint goods/QC department check (check 1); livestream stage — host assistant and host curate the stream's goods (check 2), then the host presents under 360° natural light across the five "zhong shui se gong xia" dimensions (check 3); outbound stage — the after-sales team re-checks sold items (check 4), and an authoritative third-party inspection body issues a certificate (check 5); after-sales stage — SF Express shipping included, nationwide re-inspection supported, and 7-day no-questions-asked returns and exchanges.

Consumer portraits

Bangle- and accessory-led jadeite livestream rooms: women exceed 75% of the audience, with 31–40-year-old women's spending power standing out

In livestream rooms centred on bangles and accessories, women made up over 75% of the 2024 customer base, up 2% year on year. By age, buyers concentrate in the 31–40 bracket at close to 50%. By geography, Tier-2 and above cities remain the main consumption markets. By segment, the established middle class shows the strongest spending power at 20.6%, followed by sophisticated mums and rising white-collar workers at 17.11% and 16.37%. One interesting phenomenon: as livestream e-commerce spreads and channels and products move down-market, the distribution of urban customer groups is gradually levelling out.

Plaque- and pendant-led jadeite livestream rooms: men exceed 67%, with core customers concentrated in Tier-2 and Tier-3 cities

In livestream rooms centred on plaques and pendants, men are the core customer group — over 67% in 2024 data. Ages concentrate in the 31–40 bracket; city distribution centres on Tier-2 and Tier-3 cities at 20.43% and 21.59% respectively. By segment, the urban silver-haired display strikingly strong spending power at 22.28%, followed by the established middle class, small-town middle-aged & older consumers, and rising white-collar workers.

2024's new forces in female consumption: individualistic post-95s, millennial mums and "ageless beauties"

2024 saw the emergence of several new forces in female consumption: individualistic post-95s who love traditional culture, rationally self-indulgent millennial mums, and fashionable, young-at-heart "ageless beauties". Through their profile characteristics, we hope to give the jadeite industry some inspiration for targeted product development and marketing strategy.

The individualistic post-95s — disenchanted with big foreign brands, in love with traditional culture. The young generation born after 1995 grew up alongside China's economic take-off; cultural confidence is a defining label, and they love domestic goods and favour guochao (China-chic). They are the new force in consumption and the leaders of future trends; expressing individuality through consumption is the spiritual core of their consumer outlook.

• Emotional satisfaction: individualised consumption is their signature — "pursuing personal lifestyle interests, focusing on personal consumption, and valuing the satisfaction of my own emotions". Spending on themselves accounts for as much as 78.3%, and this self-directed emotional link makes them willing to buy more fashion products.
• Niche circles: they have a strong sense of self and love to express and share. Online communities form niche interest-based consumption circles that gradually extend into offline consumption scenes. They respect the distinctive charm of every culture and are highly receptive to new things.
• Cultural confidence: they identify with and love traditional culture, with strong national pride and cultural belonging. Disenchanted with big foreign labels, they identify with domestic brands — showing their national confidence to the world through hanfu dressing and consumption choices.
• Consumption scenes: the scenes they build connect tightly to their consumption core — individualised consumption. Starting from emotional value, in linking with self, group and society, they favour novel, distinctive experiences and "individualised" new consumption scenes that are good-looking, fun and meaningful: bespoke personalisation, cultural-creative products, crossover collaborations.

Millennial mums — rational judgement, treating themselves and each other. They witnessed China's economic take-off; the abundant opportunities of that growth let their efforts blossom in the era's dividends. As a generation they achieved broad success across society, the economy and the family. Their spending power represents not only the individual but the whole household — a key force shaping the base and structure of social consumption.

• Return to the true self: with the confidence economic independence brings, they dare to challenge conventional ideas and voice their own views. They have the courage to follow their inner voice and place greater weight on self-worth and personal emotional fulfilment.
• Parenting partners: millennial mums seek out peers who are also mothers. Similar in age, aligned in parenting philosophy and needs, their shared identity creates incomparable understanding, recognition and trust — and their consumption habits influence one another.
• Slashie hot mums: beyond the roles of mother and wife, they may be career women, founders, artists or educators. While caring for the family and educating the children, they still cultivate their own interests and realise their own worth.
• Consumption scenes: at a vigorous stage of life with the economic strength to meet their own needs, deep cultural grounding and broad horizons, refinement and high quality are the core labels of their lifestyle. Their family roles make their consumption scenes more diverse, needing to satisfy the household's composite demands: pleasing oneself, pursuing quality, caring for family.

Ageless beauties — refusing "old-age clothes", insisting on style. Unlike the traditionally imagined retiree, "ageless beauties" are not content to quietly enjoy their later years: they keep seeking renewed self-worth and make up for time once lost. Moving from "growing old" to "enjoying age", they stay closely in step with society and spend more of their time enjoying their own lives. Realising unfulfilled dreams is their consumption current and trend.

• Pleasure on their own terms: with more leisure after retirement, they focus more on their own needs. They value time; in years that are "free, funded and mobile", they race the clock and travel the world. Unbound by age, they refuse to abandon style — rejecting "old-age clothes" and chasing trends just like the young.
• Familiar communities: when shopping they trust first-hand experience from those around them — especially for health, wealth-management and jewellery products. Socially, they prefer joining interest communities of every kind, making more kindred friends.
• Retired but not withdrawn: in the past, women often reduced daily consumption after retirement as social connections shrank. Ageless beauties keep close ties with society, aspiring to composure and elegance in social and daily life — with enormous interest and demand in jewellery, health and beauty.
• Consumption scenes: from "growing old" to "enjoying age", build social consumption scenes. Mentally they "refuse to feel old", discarding old-age clothes and old-age vibes, delighting in learning and trying new things. Socialising is how they maintain group and social connection: familiar-crowd scenes with social attributes — offline circle exhibitions, online interest communities — both enrich their lives and effectively meet their spiritual needs. Bold spenders, apt to follow the crowd, lovers of beauty.

Consumption characteristics and trends

1. Consumers' interest in jewellery and jadeite is growing more diverse

Usage scenes for jewellery and jadeite are diversifying by the day. Differing cultural symbolism, product appearance and colour, style and styling are users' core concerns. Among the hottest interest points for jewellery: scene/occasion 25% (weddings, gifting, banquets, festivals, birthdays, anniversaries, investment, wealth); symbolism 18% (health, career, studies, peace); appearance 19% (zhong-shui, colour, texture, design, craftsmanship); style 15% (niche, traditional, Chinese-style); and styling 23% (daily wear, layering, matching, accessorising). (Data source: Endata)

2. Celebrity same-style becomes a trend: celebrity-and-jadeite searches up 110% year on year

In recent years, as ever more celebrities — Fan Bingbing, Yang Mi, Zhou Dongyu, Guan Xiaotong and others — choose to wear jadeite in public, jadeite's popularity has caught fire. In 2023, searches linking celebrities and jadeite rose 110% year on year. Celebrity same-style is now a trend, and designing and developing similar styles has become a consumer favourite. Combined jade-jadeite-and-celebrity search volume grew 1.1x year on year in 2023 — with celebrity-linked searches up as much as 720x–810x for the hottest names. (Data source: Xiaohongshu)

3. Bangles remain the most-watched category; bead strings grow fastest; egg-face cabochons, ping'an buckles and gourds are the Top 3 styles

The bangle, jadeite's number-one category, is a consumer focal point every year. In 2023 on Xiaohongshu, searches for "fortune bangles" and "ping'an bangles" both grew more than 150% year on year, with "beauty bangles" third at over 90% growth. Bead strings were the fastest-growing search category at 175% (bangles +120%; pendants and necklaces around +142%). Meanwhile, in 2023 searches within the accessories category for "jadeite styles", egg-face cabochons, ping'an buckles and gourds ranked Top 3 — followed by Buddha figures, wushipai (plain plaques), leaves, pixiu, ruyi, Guanyin and doughnut discs. (Data source: Xiaohongshu)

4. Jadeite grows more fashion-led and accessory-like; outfit-styling attributes strengthen; jadeite layering wins a following

Jadeite's styling attributes grow more prominent by the day. Fashion-forward, small fine pieces are increasingly loved by the young, and jadeite layering has won an enthusiastic following. Choosing a piece of jadeite for daily outfits has become the first choice for projecting refinement. Jadeite is no longer a luxury flourish for special occasions — it has quietly merged into everyday fashion language. Searches for jadeite outfit-styling rose 218% year on year; searches for jadeite layering rose 322%. Trending "how to style" searches span jade bangles, jade pendants, jade Buddhas, nanhong agate, jade hand strings, turquoise, Hetian jade 108-bead strings, gourd pendants, jadeite bangles and more. (Data source: Xiaohongshu)

5. Collectability and value retention are key reasons consumers buy jewellery and jadeite

Consumers increasingly favour jewellery with collection value and value-retention attributes. In 2023, discussion heat around jadeite-and-collecting on Xiaohongshu rose 250% year on year. Multiple factors drive jewellery-jadeite choices: beyond wearing it oneself, jewellery and jadeite's investment attributes have become the second-biggest factor shaping purchase decisions.

6. Silver-haired consumers' jewellery-jadeite spending shines, with special favour for jadeite necklaces and bracelets

By the end of 2023, China's population aged 60 and above reached 297 million — 21.1% of the total. The China Research Center on Aging projects that China's silver economy, roughly RMB 7 trillion in 2023 (6% of GDP), will reach about RMB 30 trillion (around 10% of GDP) by 2035.

Ever more of the silver-haired are "old but young at heart", dressing with more precision and style than the young — with visibly rising spend on jewellery, beauty and skincare, medical aesthetics and apparel. In jewellery, rings hold the greatest appeal for silver-haired shoppers, while jadeite necklaces and jadeite bracelets grew 132% and 69% by transaction value respectively.

Changes in China's Jadeite Industry Talent Structure in 2024

Short-video and livestreaming talent

As short video and livestreaming mature, elites from every traditional industry are entering at scale; competition over content, traffic and efficiency grows ever fiercer. The jadeite industry's short-video and livestreaming workforce needs an all-round upgrade, developing towards greater standardisation, professionalism and higher calibre.

Hosts formally join the "national team": content innovation becomes the key upgrade direction for jadeite hosts

In August 2024, the Ministry of Human Resources and Social Security — together with the State Administration for Market Regulation and the National Bureau of Statistics — added "online host" to the list of state-recognised occupations. This "formalisation" of hosts implies stricter professional norms and higher content requirements. While chasing traffic and heat, hosts must attend more to depth of content and social responsibility. The associated vocational skills, professional rules and professional ethics will also be progressively refined; jadeite hosts will face higher requirements and thresholds.

The era of breakneck livestream growth is receding, but content marketing is still on the rise — content has become the core hub of communication between businesses and users. The host is a key link, and the upgrade, innovation and breakthrough of livestream content matters enormously. From here, jadeite hosts need to use premium livestream content to read customer needs, finding the sales "pain point" through interaction; to build emotional atmosphere, finding the emotional "spark point" within value scenes; and to dig deep into cultural identification, finding the customer's "ignition point" in interest-led living — ultimately lifting their ability to deliver value and forming a livestream style of their own.

Market insight, data analysis and content creation become the core competencies of the jadeite livestream industry's core talent

Role	Core competencies
Host	Traffic reception; image management; selling-point distillation; interactive room control; personal charisma; psychological resilience; learning and adjustment.
Influencer / KOL	Traffic reception; vertical-domain expertise; promotional interaction; content creation.
Short-video operations	Short-video content planning; data analysis; community operations; campaign planning and operations; short-video production.
Livestream operations	Livestream content planning; room-control coordination; data analysis; livestream campaign planning and operations; fan-base operations.
Livestream merchandising	Quality control; host–product matching; market insight; communication and coordination; price negotiation.
Paid traffic / media buying	Platform ad-buying technique; data analysis and retrospectives; communication and coordination; stress resilience.

Source: Ocean Engine (巨量引擎). For fuller short-video and livestream talent profiles, see the 2023 China Jadeite Industry Development White Paper.

Private-domain talent

The private domain is the growth strategy tied directly to marketing monetisation: over 60% of businesses are raising private-domain investment and building private-domain teams, and demand for private-domain talent is growing

With public-domain customer-acquisition costs climbing relentlessly and increasingly uncontrollable, jewellery-jadeite merchants over the past two years have turned to incubating and cultivating their own private-domain user pools. The stability and autonomy of the private domain have become a key strategy for expanding sales share, lifting competitiveness and achieving long-term operations.

In the private-domain structural model, the public traffic pool feeds the private traffic pool (attracting followers, publishing content, settling customers). Within it, user operations, content operations, product operations and private-domain sales interlock — content supports users, products support sales, and the supply chain / goods owners provision products — converting through to the private-domain customer.

User operations is the core anchor by which jadeite merchants channel customers from public to private domain: building dedicated customer tags for precise management, and planning daily community and circle activities that keep customers active and retained — supplying profile support for content and customer support for sales. The talent profile: builds full-lifecycle user-operations systems (retention and growth strategy, mastery of platform rules, settling private user pools from Douyin, Xiaohongshu, Weibo and other public platforms); establishes tags and community-based customer management (customer tags by platform and user attributes; differentiated WeChat communities for precise management); plans engagement campaigns that lift customer stickiness (care programmes, stickiness and trust, community-operations campaigns that lift activity); and uses data analysis to optimise operating strategy (skilled with analytics tools to evaluate user behaviour and community activity scientifically, mining latent needs to support conversion).

Content operations. The essence of the private domain is content marketing: content operations turns brand and product into premium content tools, building the bridge between business and user — achieving user reach, cultivation and incubation. Image-text, short video and campaign content attract traffic in the public domain for user operations; content that conveys brand and product value then walks the private-domain customer along the growth path from stranger to acquaintance to familiar — and on to the sale. The interest-to-trust chain: spark interest (arouse interest in products and services; ignite latent purchase demand) → build cognition (deepen understanding of products and services; provide targeted service to each user) → emotional interaction (regular engagement forming emotional identification; extending user lifecycle and lifting loyalty) → trust linkage (continuously conveying the brand's core values, building trust; achieving word-of-mouth spread and brand accumulation). The talent profile: jewellery-jadeite domain expertise (deep knowledge of jewellery culture and jadeite; watching industry and market dynamics; distilling selling points precisely); user analysis (competent with data tools to evaluate and monitor content performance; continuously refining brand content and improving content plans); and content planning (designing content and communication plans around private-domain channel characteristics; producing content that fits jadeite customers' needs and the brand tone; supporting personas and product lines; high sensitivity to new-media channels and creative content; using AI and other cutting-edge digital tools to assist creation).

Product operations. In a jewellery-jadeite market where "goods" lead, product operations plays a critical role: fluent in consumption trends, thinking in hit products, building its own goods board, connecting supply chains and goods owners, and developing new products — providing competitive products for private-domain sales. The talent profile: jewellery-jadeite expertise (understands the specialist knowledge and can appraise; watches market dynamics and product-trend shifts); rich market resources (abundant goods sources and good goods-owner relationships; quickly locating matched jadeite goods for private-domain customer needs); flexible negotiation (buying at favourable prices; flexible sourcing); and private-domain mall management (managing mall product updates; using backend data and user feedback to propose experience and feature improvements for Mini Programs and apps).

Private-domain sales is the "soul-catcher" of the emotional link between brand and customer. Jadeite is a product that demands strong trust endorsement, so private-domain sales must not only know how to unearth the customer's needs, but must also — through the daily operation of content — build their own trust value, gradually drawing customer and brand closer until the sale completes. The talent profile: strong sales consciousness (loves jadeite products, jewellery culture and the relevant knowledge; tracks targets and progress and finds ways to hit them); persona consciousness (knows how to build and present personal-brand charisma; shapes a Moments persona that fits the brand's character); customer care (responds actively to user messages and enquiries and interacts; provides personalised, bespoke jewellery-jadeite service and solutions; strengthens user trust and satisfaction); and after-sales management (handles all manner of after-sales issues and soothes customer emotions; proactively revisits customers to mine second-round demand).

Omni-domain talent

Online and offline connected, public and private domains fused: omni-domain operation means "the consumer at the centre"

Facing growth bottlenecks in profitability and operating efficiency, jewellery-jadeite merchants need to mine the customer's full lifecycle value and return to the essence of business growth. Using digital means to build an omni-domain operating model — consumer-centred, integrating online and offline scenes and public- and private-domain touchpoints — will become the necessary road for jewellery-jadeite merchants.

In landing omni-domain operations across the jewellery-jadeite industry, role deployment is not just the foundation of organisational architecture — it is the engine of business growth and innovation. The omni-domain strategic-management role sits above an operating core in which the private user pool (user operations and member operations, powered by content marketing and data analysis) connects the public domain (platform operations, ad buying), the Mini Program / app (private-domain mall operations) and stores (digital shopping guides), supported by commodity operations, product operations, and training & enablement.

Omni-domain talent: role directory

#	Role	Responsibilities
1	Omni-domain strategy manager	Sets the overall omni-domain operating strategy and supervises its execution; directs top-down and coordinates all departments to deliver omni-domain management goals and performance targets.
2	User operations	Builds the private-domain user-operations home base; sets differentiated user-operations strategy based on user segmentation; designs operations around the full user lifecycle; plans traffic pathways, community-operations SOPs, group campaigns and other levers to achieve conversion, word-of-mouth sharing and repeat purchase.
3	Member operations	Plans and refines the membership system; sets member-operations plans; via data-tag systems, implements member segmentation and member-lifecycle management; lifts member activity and loyalty and increases new-member acquisition.
4	Private-domain mall operations	Builds the private-domain mall and owns its operations; uses campaigns, livestreams and other marketing levers to raise mall member penetration, activity and service experience; uses refined user operations to lift mall sales, order volume and repurchase; also carries the brand's official image, delivering brand promotion.
5	Content marketing	Plans brand content strategy end-to-end and produces the content material private-domain operations needs; interfaces with public-platform operations roles and coordinates output of premium content that is both channel-appropriate and on-brand; grows brand voice while lowering marketing costs.
6	Public-platform operations	Owns the operation of specific public platforms; through integrated marketing campaigns drives the public-to-private traffic flow, increasing user touchpoints and conversion opportunities; provides differentiated user service per platform, lifting satisfaction, loyalty and activity for that platform's users.
7	Ad buying	Sets advertising strategy, promotion plans and performance KPIs; tracks delivery dynamics, monitors indicators regularly and optimises delivery strategy; owns marketing resources, expands media resources and controls delivery cadence.
8	Data analysis	Manages user data centrally; builds and optimises the reporting system, dashboards and business analytics; produces insight reports that enable management, operations and terminal-level business decisions.
9	Digital shopping guide	Uses digital tools to discover and activate customers; manages and maintains users via communities and 1-to-1 conversations; deepens user connection and improves user experience through all-scene, consultative service.
10	Training & enablement	Organises and builds the omni-domain operations knowledge system; integrates internal and external trainers and course resources across new marketing, user thinking, smart retail and more; executes training plans and tracks training outcomes.
11	Product operations	Coordinates the design and planning of the digital products needed for private-domain mall construction and omni-domain user management; translates business-side needs for the IT department; drives launch and optimisation of digital products.
12	Commodity operations	Reads users' commodity-consumption needs; around segmented user demand, plans differentiated assortments, designs and selects products for public and private domains, and coordinates cross-departmental marketing.

Source: compiled from public Tencent Marketing Insight materials

AI Technology Empowers the Development of China's Jadeite Industry

Mapping AI onto the jewellery-jadeite industry: AI technologies (deep learning, natural-language processing, computer vision, intelligent robotics, automated programming, data mining) empower e-commerce types (shelf e-commerce, social e-commerce, interest e-commerce, instant retail, private-domain e-commerce) and industry modules — upstream supply chain; midstream content production and display, operations and marketing; downstream search and recommendation, customer service and CRM. These land as the industry's AI applications: AI product design, AI selection, AI supply chain, AI forecasting, AI creativity and generation, AI marketing, AI digital humans, AI operations, AI customer service, AI dialogue, AI customer management and more — impacting traffic logic, user experience, industry efficiency, business costs, role substitution and market opportunity. (Source: compiled with industry characteristics from public EqualOcean (亿欧智库) material — as are the module descriptions below.)

AI in the supply chain: empowering every link, helping jadeite merchants cut costs and lift efficiency

At the raw-material procurement end, AI captures market information in real time, feeds back on trending products, and keeps origin records for purchased rough — helping merchants better grasp market and product dynamics. In warehousing, AI manages inventory data intelligently, reducing stock build-up and accelerating goods turnover, while creating dedicated management plans for consignment goods to lower risk. In logistics, AI rapidly allocates orders, speeds dispatch and executes tracking. Application scenes span procurement (market analysis; rough and finished-goods purchasing; trend feedback; traceability records; feasibility assessment; purchase-plan formation), warehousing (warehouse allocation; inventory management; consignment-cycle control) and logistics (order analysis; logistics selection; order consolidation; address allocation; order planning; shipment tracking) — towards lower cost, higher efficiency and sustainability.

AI in design: empowering the full product-design cycle — faster, more accurate, more vivid

Inspiration: AI-assisted search collects and analyses reference material, giving carvers inspiration and ideas. Design: with AI tools, design schemes are produced rapidly, and AI-generated 3D renders give the demand side more direct, visual feedback — shortening the sign-off cycle. Presentation: applying AI and 3D engraving to finished-piece design enables batch production for simpler jade-carving products. The design pipeline — inspiration (market-demand analysis, jadeite material collection, brainstorming, product sketches), design (information retrieval, carving schemes, model design, rendering) and display (product scanning, product fabrication, detail refinement, mass-production preparation) — is empowered across the board by AI search, AI generative design, AI assistants, AI modelling, AI rendering, AI 3D scanning and printing, and AI+AR/VR.

AI in marketing: empowering the whole marketing flow — intelligent delivery, dynamic control, higher ROI

Before delivery: combining big data with analysis and insight into users, AI pre-estimates marketing cost and ROI, generates composite delivery strategies and executes intelligent placement. During delivery: AI analyses delivery data and adjusts strategy dynamically; meanwhile, through customer interaction, latent and newly added users are guided into the private domain under AI-driven management. After delivery: fast, accurate, objective review and analysis of delivery performance, with data accumulation used to tune the customer's AI model and guide the next round. Across the three stages — pre-delivery (goal assessment, channel and user analysis, cost and ROI estimation, material evaluation, delivery-strategy generation), in-delivery (performance monitoring, data analysis, user interaction, private-domain traffic guidance, delivery adjustment) and post-delivery (delivery review and analysis, preset model adjustment, historical data accumulation, marketing case generation, delivery wrap-up) — AI creative generation, AI intelligent delivery, AI dynamic feedback, AI data accumulation and AI experience guidance run throughout.

AI in operations: content creativity plus sharper data analysis

Operations is an especially important block of jadeite e-commerce, divided into four modules — product operations, content operations, campaign operations and user operations — with AI optimising and empowering each to further lift merchant effectiveness. Product operations: AI performs market analysis and internal/external user data analysis, monitors user reach and feedback across price, variety, collar/aperture and other dimensions, and adjusts upstream and downstream around products and related data. Content operations: AI supports trend-topic capture, topic planning, and content creativity and generation; once published, push strategies deliver the right content to the right jadeite user in the right scene. Campaign operations: AI helps formulate campaign plans and evaluate the data. User operations: AI reads jadeite consumers' needs, preferences and related behaviour, giving merchants reference for matching private-domain marketing strategy. Pre-launch, AI empowers market research, competitor analysis, user research and data analysis (product); trend capture, content creativity and generation (content); creative planning, budget analysis, channel analysis and performance estimation (campaigns); demand, preference and behaviour prediction plus strategy setting (users). In-launch: product promotion, user reach, data monitoring, upstream-downstream management; content recommendation, diffusion, monitoring and strategy optimisation; campaign execution, publicity, monitoring and optimisation; personalised recommendation, user communication, monitoring and experience optimisation. Post-launch: feedback analysis and product optimisation; content evaluation; campaign evaluation; satisfaction analysis and data feedback.

On the goods dimension, AIGC assists creativity and lifts cost-efficiency across jewellery-jadeite product introductions, ad materials, host scripts and communication assets (copy, imagery, audio, video). On the scene dimension, AI+AR/VR lifts the shopping experience and cuts return rates through immersive shopping, on-site-style experience, virtual showrooms and virtual try-on.

AI digital humans: empowering virtual hosts to build a 7×24h livestream matrix

On the content side, digital humans deliver product and brand value; on the livestream side, they interact emotionally with customers, completing traffic acquisition and follower conversion. The production workflow — create (persona, appearance, voice and scene settings), drive (real-time rendering, deep learning, language training, self-iteration), interact (text, voice, gesture and expression interaction) and support (finely rendered scenes, virtual customer service, livestream assistance, video production) — is underpinned by AI knowledge graphs, AI modelling, speech semantics, AI rendering, deep learning, AI training, AI+AR/VR and AI editing.

AI customer service: AI + human, lifting service productivity

AI builds three modules for jadeite merchants — 24-hour online customer service, human-assist, and the customer call-back centre — using AI triage plus human hand-off to respond rapidly to customer messages and queries. Its value profile: answering customer questions, assisting the conversion from bot to human service, and post-sale call-backs with demand mining — powered by speech recognition, NLP and jadeite-knowledge learning — while delivering emotional value: empathy, warmth, personalisation, multilingual coverage, a stronger human touch and finely drawn personas.

AI customer management: seamlessly bridging public- and private-domain management, lifting consumer experience and powering jadeite merchants' growth

In the public domain, AI empowers each key node along the reach–conversion–transaction chain (intelligent reach, user profiling, user allocation; personalised interaction, personalised marketing, data analysis; marketing analysis, conversion analysis, user grouping), building a fuller jadeite customer picture and analysing customer needs more precisely. In the private domain, well-timed customer care and demand tracking (recommendation-path analysis, recommended-category prediction, membership-system optimisation; customer-journey analysis, historical data analysis, repurchase-category prediction; personalised care, opportunity identification, demand tracking) let merchants recommend better-suited products to jadeite customers — guiding order completion and repurchase. AI can even prompt loyal users to proactively recommend friends nearby, creating new prospective customers.

Opportunities and Challenges Facing China's Jadeite Industry in 2024

African jade rises rapidly, stirring the mid-to-low-end jadeite market and competing for young consumers

In 2024, African jade ("Feizhou cui") — with an appearance closely resembling jadeite, especially its glassy varieties and "ice-flower" patterning that rival high-end jadeite — rose abruptly in the jewellery market, earning the nickname of jadeite's "sister jade". On the strength of its value for money, African jade rose fast to become this year's dark horse of the gems and jade world, delivering a shock to mid-to-low-end jadeite.

Young consumers are broadly open to new jade varieties. African jade's popularity has caught young consumers' eyes and lowered their threshold for encountering and experiencing jade — steadily capturing this vibrant, high-potential young market and reshaping the consumption landscape and competitive dynamics of the jade market.

Consumption divides: premiumisation and value-for-money opportunities coexist

China's jewellery industry is in the early stage of its shift towards the premium end. Drawing on the successful experience of European high-end jewellery, domestic brands must — amid shifts in the economy, culture and consumer demographics — read demand changes acutely, position precisely, and attract consumers through continuous product innovation, superior service and forceful brand-building. Given the character of the domestic market, jewellery brands should build a diversified sales system in which online and offline pull together and public and private domains work in concert, adopting flexible pricing strategies to steadily expand market share while consolidating competitiveness at the premium end.

At the same time, the rise of livestream e-commerce has broken the pattern of traditional consumer markets. In lower-tier cities especially, jewellery-jadeite consumption is showing strong economic vitality and vast consumption potential — opening new growth opportunities for the industry that deserve deep exploration and development.

From "involution" to "going global": vast potential in cross-border e-commerce

In recent years, domestic short-video user growth has slowed and competition intensified by the day — while overseas short-video daily active users have passed 2.6 billion. Cross-border e-commerce may become the jadeite industry's new growth engine. Overseas markets — above all where ethnic-Chinese communities gather — are, with their deep grounding in Chinese culture, more receptive to jadeite culture and products.

Yet to go deep into overseas markets, the jadeite industry must break with tradition and align with local aesthetics, innovating across styles and categories — repositioning jadeite from traditional jewellery to fashion accessory, and making it a popular product suited to daily wear.

The necessary road of jadeite brand-building: from "brand strength" to "brand vitality"

Brand vitality is not the same as making a brand look young. It means keeping the brand in dialogue with the market — staying lively, making it a focus of public conversation, and holding attention continuously. Building brand vitality starts from two dimensions. First, at the product level, brands must keep innovating and adjusting to match changing market and consumer demand, responding nimbly to market dynamics so consumers feel the brand "transforming". Second, in marketing strategy, the brand should bring its audience a "sense of freshness": whether through highly creative new products or through novel, engaging campaigns, giving consumers new experiences — for example, exploring dopamine-palette inlaid accessories, crossover collaborations for jade-carving art, or themed co-branded campaigns.

With the arrival of the livestream-commerce era, industry change keeps accelerating: only by maintaining brand vitality can one hold a continuing voice in fierce market competition. Moving from "brand strength" to "brand vitality" is the road jadeite brand-building must take.

Strengthening everyday wearability: breakthrough innovation from subject matter to symbolism

As young consumer cohorts keep expanding, their demand for jadeite is no longer satisfied by traditional styles. In 2024 the Chinese jewellery market witnessed the popularity of products like "gold enamel" and "diamond-pop" — consumers increasingly lean towards folding jewellery into everyday outfits, offering fresh thinking for jadeite's evolution into accessories.

Driven by young spending power, the jadeite industry's development must break the constraints of traditional subject matter and absorb contemporary popular culture, while innovating on symbolism — creating cultural meaning that better matches the values of today's young people. Such breakthroughs and innovation will bring jadeite jewellery closer to young consumers' lifestyles and aesthetic preferences.

Strengthening the integrity system, promoting the jadeite industry's healthy and sustained development

Since the start of 2024, the nation has intensified its crackdown on illegal conduct in the jadeite market, with local governments successively issuing laws, regulations and policies to regulate the industry's development and protect the rights of consumers and merchants alike. As an industry founded on integrity, jadeite's healthy development depends heavily on every participant in the chain holding to and maintaining the integrity system.

Even so, undesirable phenomena — absconding with borrowed goods, counterfeit sales — still occur from time to time, gravely damaging the industry's reputation. Looking ahead, the industry must actively champion self-discipline, establish supervision mechanisms at every link and strengthen integrity guidance for practitioners, ensuring the jadeite industry's healthy and sustained development.

Major Events and Industry Developments in China's Jadeite Industry, 2024

According to incomplete statistics, 140 jadeite-industry events were held nationwide in 2024. Pingzhou hosted 40 of them — nearly 30% — making it China's most vibrant jadeite industrial belt. This wealth of activity keeps driving the development and prosperity of China's jadeite industry.

As an important component of China's jewellery industry, the jadeite industry entered a new stage of multi-dimensional, multi-level development in 2024, with profound changes under way in market structure and consumption trends. Moving with the times and riding the crest, jadeite people were active across the jewellery industry's grand stage, holding a series of industry events through 2024 that advanced exchange, cooperation and development. Selected milestones:

Date	Event
30 Jan	Ruili holds the "Tracing the Source to Ruili · Talking Development Together" symposium, welcoming jewellery-livestream businesses back to Ruili. Guided by the municipal government and departments, hosted by the Dehong New Media Association and the Dehong Jewellery & Redwood Industry Development Service Center — building a "come home for New Year, stay for development" industry atmosphere, publicising Ruili's industrial policies and favourable business environment, and continuing to attract livestream businesses, merchants, supply-chain companies, master carvers and inlay-design talent back to Ruili.
2 Mar	The framework of the international Fei Cui standard discussion draft is published — "Fei Cui" heads for the world. Hosted by the HKTDC with the Gemmological Association of Hong Kong, Hong Kong inspection bodies and the international jewellery confederation, the "International Fei Cui Standard Seminar" and the seminar "The New Face of Digitalised Jewellery Business: ERP and Digital Technology for Jewellery Enterprises" were held successfully in Hong Kong, gathering experts to chart the standard's future application — powerfully advancing exchange and cooperation between Chinese jade culture (represented by Fei Cui) and world gemstone culture, helping more people worldwide understand jadeite and Chinese jadeite culture, and expanding the world jadeite market.
4 Mar	The 40th Hong Kong International Jewellery Show closes successfully — hosted by the HKTDC at the HKCEC, attracting 4,000+ exhibitors from 44 countries and regions, with themed zones including the Jewellery Boutique, Brand Premier, Jewellery Design and Splendid Jewels galleries presenting dazzling finished jewellery and components from around the world.
12 Apr	Douyin E-commerce's "Gold Origin · Sihui Jade Festival" opens grandly, with the trade gathering to polish the "gold origin" calling card — jointly held by Douyin, the Sihui Gems & Jewellery Industry Association and Sihui Aixin Operations Center, showcasing Sihui jade's charm, deepening consumer awareness of the origin, lifting the profile of the Sihui belt and its origin-advantaged products. At the opening, city leaders and industry representatives stressed e-commerce empowerment, industry self-discipline and marketing-model innovation, and explored online renewal trends driving full-chain optimisation from production to consumption.
14 Apr	A national first: "Bangle Queen" Liu Siyi is invited to exhibit and livestream at the Myanmar Embassy in China during the Thingyan water festival — the first Chinese jeweller to livestream sales from the embassy, presenting jadeite treasures worth over RMB 200 million and several thousand fine pieces. Beyond opening a new path for Myanmar jewellery-culture communication, the embassy livestream built a new platform for China–Myanmar jewellery-industry exchange and cooperation, greatly lifting the international profile of jadeite livestreaming.
16 Apr	Ruili holds the first "Ruili Cup" jade-carving vocational skills competition (16–19 April), injecting talent momentum into Ruili's border industrial-park development: 55 carvers citywide competed for 9 best-creativity awards, 26 gold/silver/bronze medals and 3 "gold-medal" contestants, with 16 masters earning the "Ruili Technical Expert" title — training talent through competition and setting a demonstration for the "3611" talent programme.
24 Apr	The Foshan Nanhai Guicheng Gems & Jade E-commerce Association holds its 1st-congress 3rd members' assembly and 2023 e-commerce enterprise awards, exploring new e-commerce trends and opportunities and honouring outstanding enterprises and individuals — showcasing the sector's vigorous vitality and cementing confidence in the future.
26 Apr	The inaugural China · Yingjiang Jadeite Industry Development Seminar is held, discussing the country's first official-plus-licensed-exchange jadeite trading platform, polishing Yingjiang's "China Jadeite Rough City" brand, and advancing Yingjiang from "rough-trading base" to a new-model jadeite trading market and an internationally influential gongpan trading city — anchoring "jade comes from Yunnan; rough comes from Yingjiang".
12 May	The 2024 China Arts & Crafts Expo concludes successfully: 60,000 m², 50+ themed pavilions and 2,000+ exhibitors nationwide; 136 Baihe Gold-Tripod awards, 213 Baihe awards and 307 Baihe New-Talent awards — works showing exquisite traditional craft infused with the era's creative spirit.
9 Jun	The 2024 Shanghai International Jewellery Fair closes smoothly — integrating head-of-industry resources and famous brands, leveraging the Yangtze Delta's vast market, providing a convenient, efficient trade platform for global jewellery commerce, linking online livestream rooms with offline exhibition, reaching whole-network jewellery consumers and helping the industry towards high-quality development.
18 Jun	Registration opens for the 2024 "JDC" Jadeite Design Competition — hosted by GAC, the Guicheng Sub-district Office and the Pingzhou Gems & Jade Association under the theme "Flourishing National Style · Shining Pingzhou", requiring natural jadeite as the main material with guochao elements, fusing traditional craft with "Eastern aesthetics", "fashion innovation" and other currents to drive jadeite cultural innovation.
28 Jun	Filming begins on "Zhiyin" (Soulmate), the world's first feature film on jadeite and jade culture — based on carving master Liu Dong's 40-year journey, telling true stories from the jadeite industry with a full-perspective portrayal of jadeite culture and humanistic care; the welcome banquet's prop auction saw Liu Dong's jadeite work "Life Like Summer Flowers" sell for RMB 300,000.
28 Jun	The 2025 Yisi Snake-Year Zodiac Jewellery Design Competition awards ceremony is held in Shenzhen: 583 entries, 310,000+ online votes, 50 finalists exhibited in the "Qiankun · Lingshe" showcase; the industry-first jewellery cultural-creative service model and "Xiubao Designer Service Platform" were launched, plus the new "Hu Jingxian Master Jewellery Craft Award" — injecting fresh vitality of inheritance and innovation into China's jewellery industry.
3 Jul	The "Jade Under Heaven · Pingzhou Craft" jade gala joint exhibition opens grandly (3 Jul–mid Sep) — co-hosted by the Guangdong Sculpture Art Research Association and the Pingzhou Jade-ware Jewellery Town Management Committee, with famous carvers exhibiting together: collection-grade treasures, the long river of jade culture and consummate craft on close display, a feast of sight and art and a broad promotion of jade culture and craft.
14 Jul	The Guangdong Gems Exchange Center and Guatemalan jadeite mine-source parties reach cooperation, opening a new chapter for China–Guatemala jadeite: with JADE GT, SOCIEDAD ANONIMA (JADE GT) and other enterprises, a framework agreement was signed at Shanghai Baoku Culture Center — a historic collaboration confirming the Exchange as JADE GT's sole compliant-import channel for Guatemalan jadeite rough into China, opening the prelude to compliant Maya Green imports and guiding the industry towards openness, standardisation and internationalisation through the Guatemalan gongpan platform, promotion of the "Maya Green Fei Cui Grading" standard and industry legalisation.
23 Jul	The "Smart-Beauty Fusion · AI Leads Jewellery's New Era" exchange event is held — co-hosted by the Panyu Jewellery Industry Development Federation and the Panyu Jewellery Chamber of Commerce with GAC, Baolong Technology, the Guangdong AI Industry Association and nearly 100 guests; the provincial AI association's digital-transformation office shared deep insights on AI-empowered jewellery across product-innovation scenes, marketing full-flows and production management — opening the industry's crossover fusion with AI.
13 Aug	Ruili licenses its first batch of registered jewellery livestream bases and livestream rooms, regulating market order: Jadeite Dynasty Duobao City base, Yangyanghao base and Ruili Mini-Program base became the first registered bases, with five rooms including Jadeite Dynasty's flagship licensed as registered livestream rooms — implementing registration-plus-admission systems, protecting merchants and consumers, with the on-screen registration mark treated as a first step in integrity brand-building; merchants require multi-departmental joint review to enter.
23 Aug	The "Dehong Prefecture Code of Livestreaming Conduct for the Gems, Jade and Fei Cui Industry" is formally released — organised by the Dehong New Media Association, the Ruili jewellery association and the Yingjiang livestream association under higher-level guidance, regulating self-streaming, agency-streaming and purchasing-agent conduct to protect legitimate merchants and consumers.
27 Aug	The Taobao Live industrial-belt jewellery investment conference is held successfully, injecting new vitality into building the "World Jade Capital" — jointly hosted by the Jieyang jade e-commerce association, Taobao Live and the Jieyang jade-culture talent station, helping merchants master Taobao Live's mechanics, use livestream tools to lift sales and brand influence, and extend Jieyang's jade sales channels.
3 Sep	The themed short-video collection campaign "Living with Consumers, Prospering with the Jewellery Industry — We Are Taking Action" draws wide attention: 33 outstanding videos published, 400+ reposts by provincial and prefecture media, 1,000,000+ views and 30,000+ likes — conveying industry confidence in jadeite livestreaming and marking Dehong's livestream industry stepping up to greater standardisation.
4 Sep	The Pingzhou Xiaohongshu base formally settles in Pingzhou Jade-ware Jewellery Town — under the Town Management Committee's guidance, co-hosted by Xiaohongshu E-commerce, the Guicheng gems-jade e-commerce association and Jadeite Dynasty Network Technology, anchored on "discover good things, share good living", opening a new chapter of deep fusion between Xiaohongshu and the Pingzhou jade belt; on 12 September the Xiaohongshu jewellery investment event ran simultaneously at Ruili Duobao City, bringing merchants new marketing channels and growth momentum.
26 Sep	The 9th Guangdong "Zhuoyue Cup" jade-carving competition and the 2024 Foshan Workers' Vocational Skills Competition (jade-carving artisan) conclude successfully: themed "Artisan Heart, Excellence Engraved", with 15 gold, 35 silver, 50 bronze, 5 best-craft and 5 best-creativity awards from 150 finalist works; the launch of the provincial craft-carving vocational competition recruited jade talent province-wide — building Guicheng jade-carving's "talent playground" and carrying forward the "Pingzhou Artisan" spirit.
27 Sep	The 16th Suzhou Jade Culture Festival closes: 3,000+ fine jade carvings exhibited collectively at the Changzhou Ring-Taihu Culture & Art Center alongside the 14th China Jade Carving "Luzigang Cup" — entries covering Hetian jade, jadeite, turquoise, crystal, nanhong and 20+ varieties from 10+ provinces — the largest and most variety-rich edition yet.
29 Sep	The 23rd China (Jieyang) Jade Culture Festival opens (7 days) at the Myanmar-merchant jade-culture industrial base, themed "Myanmar Jade in Jieyang — Come to Jieyang for Fine Jade", presenting Jieyang's deep jade heritage and carving charm, lifting Jieyang jade's brand value and polishing the "China Jade Capital" plaque, with tourism promotion, base investment presentations, a rough-material fair and Maya jadeite exchange cooperation agreements signed, and honours conferred on studios, craft masters and State-Council special-allowance recipients.
24 Oct	The 2024 China International Jewellery Fair is held successfully in Beijing — co-hosted by GAC and NGTC under "Expanding International Vision, Innovation-Driven", with about 1,600 booths gathering manufacturers, wholesalers, retailers and franchisers, showcasing new trends, products and technology; jadeite delegations from Pingzhou, Jieyang, Hualin and Ruili appeared in force, a powerful "jadeite line-up" offering visitors insight, knowledge, jade appreciation and treasure-hunting alongside high-value jadeite shopping.
26 Oct	The 2024 Tiangong Jade Carving Awards ceremony is held in Beijing: 6,000+ entries, with 20 gold, 42 silver and 62 bronze awards; the organising committee urged the industry to hold cultural confidence and innovation as jade carving enters a high-quality development phase.
28 Oct	The "Hundred-Billion Park" Panyu Industrial Economic Headquarters Park formally opens — the Guangdong Gems Exchange-invested "national-level jewellery industry innovation R&D center project" lands in the park, leveraging Panyu's fashion-industry and headquarters-cluster advantages to build "one-stop" digital supply-chain services spanning display and trading, R&D and manufacturing, import-export clearance, bonded warehousing, logistics, testing and appraisal, digital applications, bespoke design and industry-education synergy — a key step in Panyu's "hundred-billion matrix".
3 Nov	The CIBJO 2024 Congress Fei Cui Forum is held successfully — organised by CIBJO's Fei Cui working group (with NGTC, JGAHK, HKJJA and GAHK) during the congress; the forum proposed "Fei Cui" as the international standard name to leading institutions and the public for the first time, with exchange on the name's international standardisation, market internationalisation trends and cultural inheritance — promoting unification, transparency and marketisation of the standard name and definition, and the healthy global development of jadeite trade.
8 Nov	The 2024 Internet Jewellery & Jade Industry Self-Discipline Initiative Conference closes — hosted by the Internet Society of China's investment-financing committee and the National Jewellery Quality Inspection Center, with guests from livestreaming, jade e-commerce associations, testing research, enterprise management, jewellery inspection, cultural communication and quality inspection — marking the industry's self-renewal and self-discipline upgrade under digitalisation: law-abiding, integrity-based, protecting consumers, lifting digital-certificate transparency and authority, promoting industry collaboration and information sharing, and building a healthy, orderly, sustainable environment.
15 Nov	The "Hundred-Thousand-Ten-Thousand Project" jade-jewellery industry-education fusion practice centre and cross-border e-commerce industry-education innovation base are unveiled at Guicheng's town service centre — a "vocational college + e-commerce association + platform base + e-commerce enterprise" multi-party model breaking the wall between education and enterprise practice, letting students switch between campus and real business scenes, precisely cultivating the skills the industry needs, and providing intellectual support for the international development of the town's jade-jewellery industry.
29 Nov	The 2024 Huabiao Jade Carving Awards judging concludes in Sihui: weighing creative originality, craft refinement and material use, the final selection produced 10 gold, 20 silver and 30 bronze awards plus 9 best-craft and 9 best-creativity awards.
30 Nov	The 2024 China · Sihui Jade Culture Festival opens — industry association leaders, carvers, jewellery designers and experts gathered in Sihui to appreciate artisanship, tell the jade story and discuss development, with the 2024 "Yubo Cup" jewellery-inlay design competition and the festival awards gala among the series of events carrying Chinese jade culture forward.

Catalogue of High-End Jadeite Auction Lots, 2024

Lot	Hammer price	Auction house	Description
TOP 1 — Natural jadeite necklace, ring and earrings suite with diamonds	RMB 26,450,000	China Guardian	Necklace set with five full-green cabochons (principal cabochon approx. 25 × 21.6 mm; length approx. 470 mm, drop approx. 40 mm); earrings each set with two full-green cabochons (approx. 21 × 18 mm; length approx. 42 mm); ring set with one full-green cabochon (approx. 19 × 15.8 mm, size 15), all set with diamonds.
TOP 2 — Natural full-green jadeite necklace and ring suite with diamonds	RMB 21,620,000	China Guardian	An opulent necklace accented with variously cut diamonds; the drop a 23 × 21.8 × 14 mm jadeite cabochon of richly saturated, luminous colour and full, rounded form — abundantly regal.
TOP 3 — Natural imperial-green icy jadeite bead necklace	RMB 20,700,000	Xiling Yinshe	47 natural imperial-green icy jadeite beads of 10.7–12.2 mm; fine, even and full in texture, pure and flawless within, radiating captivating lustre.
Natural jadeite bead necklace with diamonds and rubies	HKD 10,735,000	Sotheby's Hong Kong	Set with 29 natural jadeite beads, joined by a clasp of square-cut rubies and baguette and brilliant-cut diamonds, mounted in 18k platinum; length approx. 425 mm.
Natural jadeite bead and diamond necklace	HKD 6,930,000	Christie's Hong Kong	Composed of 63 jadeite beads of 7.7–10.3 mm; fine, even and full in texture, pure and flawless within.
Natural jadeite bangle	RMB 5,290,000	China Guardian	Richly saturated, vivid colour with excellent texture-translucency and a gel-like lustre; inner diameter approx. 55 mm, band width 10.3 mm.
Natural jadeite cabochon and diamond ring	HKD 4,560,000	Poly Auction Hong Kong	Full, richly saturated colour; natural cabochon approx. 18.03 × 16.20 × 7.05 mm, set with diamonds.
"Black Tortoise Rising Through Rosy Clouds" natural icy jadeite seal	RMB 4,370,000	Xiling Yinshe	Natural icy jadeite carved as dragon and tortoise: the dragon sinuous with distinct scales and blazing eyes, symbolising authority and strength; the tortoise finely textured, strong-limbed and steady-gazed, symbolising longevity and wisdom — both vividly lifelike, with a round, full jadeite bead at centre lending boundless vitality, symbolising completeness and prosperity.
Natural jadeite and diamond necklace	HKD 4,318,000	Sotheby's Hong Kong	Principal stone a bright-green jadeite carved as a lucky melon, set with a 1.01-carat brilliant-cut diamond, mounted in 18k gold; length approx. 445 mm; jadeite approx. 47.2 × 29.94 × 7.17 mm.
Pair of natural imperial-green jadeite and diamond earrings	HKD 3,810,000	China Guardian	Each earring set with an oval jadeite cabochon of vivid emerald-green colour and outstanding semi-transparency, finished below with round brilliant-cut diamonds — a grand, classic design.

Appendix 3 and Publication Credits

Appendix 3 of the original white paper lists the winners of China's major jade-carving competitions in 2024 — the Tiangong Jade Carving Awards, the Huabiao Jade Carving Awards, the China · Sihui "Yubo Cup" jewellery-inlay design competition, the 2025 Yisi Snake-Year zodiac jewellery design competition, the 7th Greater Bay Area "Guojiang Cup" and "Lingnan Artisan Cup" competitions, and the 9th Guangdong "Zhuoyue Cup" — comprising several hundred individual works and artist names, which are retained in the original Chinese in the source document.

White Paper Editorial Committee: Gems & Jewelry Trade Association of China (Li Yong); School of Economics and Management, Tsinghua University (Xiao Yongbo, Kong Demei); Dehong Prefecture New Media Association (Li Qingfang, Zhi Yue); Jadeite Dynasty Brand Marketing Center (Gong Shilei, Liu Yucheng, Yu Jingwen, Yang Qian, Wang Xuehua, Chen Yahui); Visual design (Zhou Mingyong, Yao Jiachen, Zhou Tao).

Data and material sources: the data and reference materials in the 2024 China Jadeite Industry Development White Paper come from official public sources including CNNIC, GAC, JLL, Mob Research Institute, iiMedia Research, the 21st Century Economic Research Institute, EqualOcean, the JD Consumption & Industry Development Research Institute, Ocean Engine, Zhimeng GI, Xiaohongshu, Tencent Marketing Insight, Weimob Research Institute, Jianshi Technology, 51job and Endata.

Disclaimer: the data, analytical views and research conclusions in this report are for market reference only, and do not represent any commercial undertaking or guarantee on the part of the copyright holders or publishers.