A recent report released by the China Consumers Association revealed a major consumer trust crisis facing the jewellery industry.
In 2023, there has been a significant increase in the number of complaints against jewellery, focusing on three main areas.
Problems with inconsistent product quality, opaque pricing models, and live sales.
This phenomenon not only harms the rights and interests of consumers, but also poses a challenge to the healthy development of the jewelry industry.
Many consumers report that the quality, purity, and composition of the jewelry they buy are quite different from the merchant's claims. In particular, the product known as "Golden Bean" was found to be doped with brass, and the actual gold content was far below the advertised standard.
This kind of fraud not only infringes on the economic interests of consumers, but also seriously damages the credibility of the industry.
The "fixed price" pricing model of ** jewelry has caused widespread controversy. Some merchants deliberately conceal the gram weight of the product or set unreasonable replacement restrictions in the sales process, so that consumers cannot make purchase decisions without a clear understanding of the true value of the goods, thus falling into the risk of fraud.
With the rise of e-commerce live streaming, the live broadcast sales of jade and jade jewelry have also encountered a peak of consumer complaints.
Many sellers use special colors of lighting to make the products displayed in the live broadcast room look far more "beautiful" than the real thing, resulting in obvious differences between the products received by consumers and their expectations, which has caused a large number of consumer disputes.
The existence of these problems not only reflects the improper business practices of some merchants, but also exposes the shortcomings of the current jewelry industry in terms of product standards, sales transparency and consumer rights protection.
In this regard, the author suggests that industry insiders and regulators need to strengthen cooperation, starting from improving industry standards, improving regulations and strengthening consumer education, to jointly promote the healthy development of the jewelry industry and protect consumer rights and interests.