Core Insights - The jewelry live-streaming market in China is rapidly growing, with projected e-commerce retail sales reaching approximately 298.26 billion yuan in 2024, ranking third in growth among 18 monitored product categories [2] - Young consumers, particularly those aged 24-30, are driving the growth of the jewelry e-commerce sector, with a reported annual growth rate of 54% over the past four years on platforms like Douyin [5][6] - Despite the booming sales, the industry faces significant challenges, including exaggerated marketing, counterfeit products, and fraudulent certifications, prompting calls for regulation to ensure consumer protection [2][9][11] Group 1: Market Growth and Consumer Behavior - Jewelry live-streaming has emerged as a new trend in e-commerce, offering intuitive product displays and real-time interaction [2] - Young consumers, especially women aged 30-40, are becoming the primary drivers of jewelry consumption, with significant spending on live-streamed products [5][6] - The average annual growth rate of the jewelry sector on Douyin is 54%, indicating a strong upward trend in consumer engagement [5] Group 2: Industry Challenges - The jewelry live-streaming market is plagued by issues such as false advertising and substandard products, which undermine consumer trust [9][10] - Notable cases of fraud have been reported, including the sale of fake pearls and manipulated gemstones, highlighting the need for stricter oversight [9][10] - The prevalence of counterfeit certification poses a significant risk to consumers, as many are unable to distinguish between genuine and fake certificates [11][12] Group 3: Regulatory Developments - Regulatory bodies are increasingly focusing on the jewelry e-commerce sector, with new guidelines being introduced to standardize live-streaming practices and protect consumers [11][12] - The Shenzhen Market Supervision Administration has issued specific requirements for live-streaming marketing of jewelry products, aiming to enhance transparency and accountability [11] - Consumers are advised to purchase jewelry from reputable channels and to verify the authenticity of certifications to mitigate risks [12]