Is the "post-00" revitalizing the jewelry industry? In recent years, the jewelry market in Europe and the United States has been blowing up a strange "nostalgic wind", the "Z generation" dominated by the "00" group gradually abandoned the impetuous "fast fashion", and began to seek personality and value in the old jewelry that has been some "outdated".
And some jewelry unsalable "time-honored" merchants also found a new market through the network to bring goods, to achieve a "win-win".
According to the British "Sunday Times" reported on the 22nd, the British "Old Dynasty jewelry" is a hundred years of history of affordable jewelry store, jewelry from 3 pounds to 25 pounds per unit price, warehouse stockpiled unsalable jewelry more than 10 million pieces, most of the 1980s and 1990s old things.
According to the operator, the "old dynasty jewelry" has provided jewelry props for many popular movies and TV series, but it is still mainly through the "jewelry wholesale" way to profit.
However, with the rise of live streaming with goods, this old brand has attracted a large number of "Generation Z" young people to patronize because of its high quality and low price, and the business model has undergone sweeping changes.
The business has amassed more than 30,000 followers on Instagram through short video shoots, while its TikTok account has racked up more than 13 million views.
This century-old store, which was once closed down due to poor management, thus ushered in the golden age of "online buying orders, offline long queues" from "unsalable jewelry, large quantity and excellent".
In the view of the industry, the pursuit of "retro" and "nostalgia" by young people is not new, such as the "80" also keen to buy old jewelry, seeking some psychological comfort in the impetuous real life.
As a generation growing up on the digital platform, "Generation Z" young people have great differences in cognition and values compared with previous generations, and their favor for "old jewelry" comes from the pursuit of personality and value.
At present, the large-scale production of jewelry products on the market is single, it is difficult to make them stand out in the crowd; And "old items" often represent scarcity or even "unique", is one of the important selling points to attract young people.
On the other hand, compared with their predecessors, Generation Z has limited purchasing power and is relatively price sensitive, so they are more inclined to "affordable" jewelry products with good quality and low prices.
In addition, "Generation Z" or the pursuit of environmental protection and sustainable development of the generation, they will consider in the process of consumption of goods in the production process will destroy the environment, there is a certain resistance to FMCG, which is also one of the reasons for the "antique jewelry" regain favor.
Industry insiders also suggested that merchants should make good use of online platforms to bring goods to cater to the consumption habits of the younger generation,
as this generation is chasing the ultimate convenience and efficiency, and the functions provided by online shopping platforms such as fast logistics, flexible return policies and real-time progress inquiries are in line with their purchasing habits.
On the other hand, the promotion of short video platforms for businesses also has many benefits, such as the Los Angeles Times said: "a video to change the fate of a small shop" cases in the era of short video has been commonplace, the UK's "old dynasty jewelry" is a typical.
