1. Chinese Jewellery Ying Huang(Sunday) Yuxin Li(Lacey) Lu Zhang

2.  Chinese customers bought 1,132 tonnes of gold in 2013, in jewellery as well as gold bars  China's demand for gold is set to rise by about 20% over the next few years, the World Gold Council has estimated, as the population becomes more wealthy.  Shenzhen is the world’s largest gold jewellery manufacturing centre and accounts for over 70% of China’s production base. China’s gold market

3. US: 18 carat

4. China: 24 carat

5. Target Market  mainly targets wealthier women between 40 and 60 years old.

6. Location Shopping Mall Brand flagship store

7. Purpose  Gift （ wedding, birth, holiday ） wedding

8.  Investment (Gold bar)  Collection (Zodiac)

9. Promotion  Social media: wechat, weibo  Celebrity Celebrity

10. Gold-related products

11. Brand  Chow sang sang  Chow Tai Fook  Lao Feng Xiang  China National Gold Group

12. Jade  The history of jade is as long as 5000 years  Always used in woman's name  Beauty, grace, purity

13. Association  Wealth & Power

14. Association  Fengshui - workplace -house  Health -absorb toxic in your body

15. Distribution Stall Antique Street

16. Distribution PlazaAuction

17. Promotion  TV shows experts help guests eliminate the value of jewellery ( jade, china, etc.)  Exhibition Exhibition

18. Beijing Olympic Gold Medal

19. Reference  http://www.gold.org/sites/default/files/downloads/Chinas-gold-market-progress- and-prospects-EN.pdf http://www.gold.org/sites/default/files/downloads/Chinas-gold-market-progress- and-prospects-EN.pdf  http://www.bbc.com/news/business-27030705 http://www.bbc.com/news/business-27030705  http://ezinearticles.com/?The-Importance-of-Gold-in-Chinese- Culture&id=4126178 http://ezinearticles.com/?The-Importance-of-Gold-in-Chinese- Culture&id=4126178  http://fengshui.about.com/od/Crystals/qt/Jade-Feng-Shui-Jewelry.htm http://fengshui.about.com/od/Crystals/qt/Jade-Feng-Shui-Jewelry.htm  https://www.youtube.com/watch?v=mrdm09Ao85U https://www.youtube.com/watch?v=mrdm09Ao85U