On January 31, the world's leading market, the world's leading organization, released the "Global Demand Trend Report". The report provides a detailed analysis of the trends and demand of the global** market in 2023, the most notable of which is that the total global ** demand reached 4,899 tonnes in 2023, a record high since 2010.
The report noted that despite a 17% surge in the domestic gold price in 2023, jewellery demand in China remained strong. Total jewellery demand for the year reached 630t, up 10% y-o-y. This figure not only reflects the deep emotions and preferences of Chinese consumers, but also reflects that in the environment of gold prices, the purchasing power of Chinese consumers has increased instead of decreasing. In addition, the report also mentions that China's jewellery spending reached a record high of RMB282 billion in 2023 due to the soaring gold price. This not only demonstrates the vitality and potential of China's ** market, but also reflects the recognition of Chinese consumers for the best investment and value preservation functions.
When it comes to buying**, people often think of some domestic jewelry brands. Among these brands, the "Chow surname" jewelry seems to be particularly eye-catching, such as Chow Tai Fook, Chow Sang Sang, Chow Tai Sang, Zhou Tai Sang, Saturday Fook and so on. These brands all have the surname Zhou, which makes people wonder who is the genuine one, and whether the names of other brands also have some deep meaning. In fact, when the jewelry market was just emerging, there was only one jewelry brand with the surname Chow, and that was Chow Tai Fook. It can be said that Chow Tai Fook is the ancestor of Chow jewelry and has set a benchmark for the entire industry. The names of other brands are mostly because of coincidence or out of consideration of market positioning. 
In the case of Chow Sang Sang, it has a certain connection with Chow Tai Fook. Chow Sang Sang Jewellery was formerly known as a Hong Kong gold shop, and the founder was Chow Fong Pu, who was the nephew of Chow Tai Fook founder Chow Chi Yuen. Under his influence, the Chow family also got involved in the jewelry industry and named it "Chow Sang Sang". However, several other gold shops in China took the surname Zhou out of coincidence or deliberately. For example, Chow Tai Sang Jewelry is because the founder's surname is Zhou, and Liuliufu is not related to Zhou's surname, and the founder of Liuliufu is surnamed Li, and is named "Liuliufu" in order to cater to the market.
Saturday Fu, a brand that is quite controversial in the jewelry world. Its imitation traces are so obvious that it has earned it the title of "King of Copycats". Compared with the two brands of Chow Tai Sang and Chow Sang Sang, although they were both founded after Chow Tai Fook became famous, but its founders are all surnamed Zhou, although there is no direct connection with Zhou Tai Fook, but at least there are some similarities in the name. However, the founder of Liuliufu has nothing to do with the surname Zhou, which makes his intention to choose this name even more obvious. Not only that, Liuliufu directly borrowed from other brands in brand naming. Among them, the word "Lukfook" is obviously borrowed from the brand name of "Lukfook Jewellery". Luk Fook Jewellery was founded in 1991 and listed on the Hong Kong Stock Exchange in 1997, more than a decade before Liufu Jewellery. This time difference makes the naming intention of Liuliufu even more obvious. 
And this imitation is not only reflected in the name, but also in its products, design, store style, etc. This obvious imitation behavior has made Liuliufu regarded as a "copycat" brand by many people in the market, which has also had a great impact on its brand image and reputation. After talking about the jewelry surnamed Zhou, let's talk about the most neglected thing to buy. That is, in the jewelry market, the value of jewelry is not only determined by its own material attributes, but also by the value given by the brand. It's like those gold rings that look the same, if they come from the same factory, they are the same weight and texture, but because they are labeled with different brands, they will sell for very different prices. This phenomenon is not uncommon in the jewelry industry, and the reason behind it is the difference in brand prestige.
The more prestigious the brand, the higher the price of the jewelry. That's because consumers are willing to pay more for brands with a good reputation and quality assurance**. They believe that the jewelry of these brands not only has a higher quality assurance, but also represents a symbol of status and status. Therefore, the power of the brand plays a vital role in the jewelry market.
Of course, brand value doesn't just depend on a brand's fame. It also includes several aspects such as the brand's history, culture, design style, and emotional connection with consumers. Together, these factors form the core competitiveness of the brand, making consumers willing to pay more for it.
Therefore, for jewelry companies, in order to stand out in the fierce market competition, they should not only pay attention to the quality and design of products, but also pay attention to the construction and maintenance of brands. Only in this way can we get higher recognition and returns in the market. This is why brand value has become an important factor that cannot be ignored in the jewelry market.