The Influence of National Tide Cultural Marketing Strategy on

Young Consumers: A Case Study of Chow Tai Fook Jewellery

Xiting Wang

Xi'an Gaoxin No.1 High School, Xi'an, Shaanxi, China

Keywords: Brand Marketing, Chow Tai Fook Jewellery, Cultural Marketing Strategy, Young Consumers, Cultural

Heritage.

Abstract: China has established an open economic system, and the new youth have become the main consumer and

promote the wave of cultural marketing strategies. Taking Chow Tai Fook Jewellery as an example, this study

will analyse the impact of the national trend culture marketing strategy on young consumers through official

data reports and other related content data. The study finds that the rise of the national tide culture not only

comes from young consumers' love for the national tide and its related co-branded products, but also due to

the combination of traditional Chinese culture and modern civilisation that promotes the cultural confidence

of young consumers, and at the same time, the young consumers are the important conditions for the rise of

the national tide culture, which leads to the rise of traditional Chinese cultural elements, and is also an

important part of the integration of the national tide culture into the business chain. The national tide culture

is still hot, so that the consumption level of the new era reaches a new height.

1 INTRODUCTION

The world-wide gold standard, the collapse of the

Bretton Woods system, giving rise to the trend of

economic globalisation is increasing, but also to

promote the flow of goods, services and factors of

production in the global arena, promoting the rapid

development of international trade and the

international division of labour level continues to

increase, so that the world's scientific and

technological advances, industrial transfer and

structural upgrading of the world's economic

development to provide a strong impetus. And once

as a monetary unit of gold is gradually withdrawn

from the ranks of the international currency. In the

twentieth and twenty-first centuries, two aesthetic

changes in the span of time, the value of gold as a

jewellery ornament is increasingly visible, the major

brands to stand out in this road to carry out extensive

exploration. According to Zhang Yongtao, party

secretary, vice president and secretary of China Gold

Association, the development of China's gold market

is facing opportunities and challenges (Wang, 2023).

In the new consumption era, China's gold industry is

also facing a huge challenge of industrial

transformation, because in the economic

globalisation, the world economy is already facing

imbalance problems, uncertainty and risk

aggravation, the global industrial restructuring in this

period has brought impacts to different industries and

groups, and the effect of the ‘smile curve’ is still

negatively affecting developing countries, but at the

same time, it also has negative impacts on developing

countries, and the ‘smile curve’

’ effect is still

negatively affecting developing countries. The ‘smile

curve’ effect still has a negative impact on developing

countries, but at the same time it also shows strong

resilience and potential for economic development

(Jin, 2025). China has established an open economic

system with Chinese characteristics, and then adhere

to the process of opening up to the outside world,

upholding the principle of independence and self-

reliance, and strive for the development opportunities

of the new era to promote the development of the

country's economy. In response to the policy call,

better create and develop new opportunities for the

development of the gold industry, another China Gold

News party secretary pointed out that cultural

creativity is the core wealth of innovative enterprises

(Sun, 2020). The history of the Chinese nation's

civilisation of more than 5,000 years contains rich

cultural resources, and today China dominates the

world's largest manufacturing country, giving its

Wang, X.

The Inﬂuence of National Tide Cultural Marketing Strategy on Young Consumers: A Case Study of Chow Tai Fook Jewellery.

DOI: 10.5220/0013986500004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 90-94

ISBN: 978-989-758-778-8

products new cultural significance through the

continuous exploration and innovation of its

outstanding history (Dong, 2023). In nearly the same

period, China has achieved a comprehensive well-off

society, based on the steady increase in economic

strength, people in the material life to get satisfied,

began to turn to the pursuit of spiritual culture, thus

contributing to the aesthetic taste of the whole

population turned to traditional culture, coupled with

patriotism and nationalism of the contemporary

young people from the small to the big nourishment,

‘national’ tide In addition, patriotism and nationalism

have nourished contemporary young people from

small to large, ‘national wave’, a unique

representative image of traditional Chinese culture,

has appeared in the public's field of vision, and the

‘national wave art’ industry is a masterpiece of the

development of the national art (Gong, 2024). New

Youth New Consumption Observation Research

Report points out that new youth has become the main

force of consumption in the new era, and the search

index of related terms such as ‘national tide’ has

shown a steady upward trend. The consumption of

online national products market has shown a steady

growth trend for three years (Li, 2021). At present,

young people have become the main force in the

consumption of national tide products, and they show

a high degree of interest in products that integrate

traditional elements with modern aesthetics, pay more

attention to the cultural connotation and brand value

of products, and push the market consumption

upgrading. Sensing the eager market demand of

young consumers for commodities rich in national

tide, and in order to further cultivate new economic

growth points for the prosperity of cultural

development, the General Office of the Civil Service

of China has issued a policy containing the

development of fashionable national tide and the

launch of various types of products highlighting

Chinese aesthetics and Chinese styles, and supports

the co-operation between cultural and heritage units

and social organisations in the development of high-

quality cultural products, which provides good policy

support for brands that are interested in carrying out

products related to the culture of the national tide.

This provides good policy support and builds a

favourable platform for brands interested in

developing products related to the national tide

culture.

Among the many brands that have launched

marketing strategies for cultural products related to

the national tide, Chow Tai Fook Gold Heritage

Series has entered the vision of young consumers by

conveying the elements of classical Chinese culture

and co-branding with several museums and cultural

heritages. The release of China Gold Jewellery

Market Report 2024 shows that ‘post-90s’ and ‘post-

00s’ have become the mainstream consumer group of

gold jewellery in China (Liu, 2024). According to the

2023 Jewellery Consumption Trend Survey Report

released by Chow Tai Fook Group, compared with

other age groups, China's Generation Z consumers

aged 18-24 prefer solid gold jewellery because of its

positive symbolic significance, stable value

preservation, and traditional Chinese connotations

(Chou Tai Fook, 2023). In this paper, the present

study this paper will focus on Chow Tai Fook's gold

heritage series to develop a study on the impact of the

national trend marketing strategy on young

consumers, and discover deeper conclusions through

data analysis and relevant content dissection.

2 BACKGROUND RESEARCH

2.1 Development of the Global

Jewellery Industry - Extension to

China's Jewellery Industry

Jewellery itself has a strong inheritance, such as

emeralds worn by the ancient Egyptian royal family,

sapphires worn by the British royal family, coral worn

by the French royal family and so on, all of which are

not status symbols, passed on to the successors is a

symbol of the continuation of the royal bloodline and

respect. At this stage, the global jewellery industry

after many years of development and change,

showing the new development status and market

characteristics, with strong growth potential, China as

the world's largest jewellery consumer market, the

jewellery industry market scale is expanding day by

day, thanks to the steady development of the economy

to enhance the purchasing power of consumers to

enhance the concept of jewellery and jewellery

consumption and jewellery products, the new concept

of setting up. The new phase of China's jewellery

boom, thanks to the emergence of national policy

support and the launch of marketing strategies related

to the culture of the national trend, with the rise of the

economic benefits brought about by the enhancement

of China's jewellery industry bloomed more powerful

vitality. Chow Tai Fook heritage is committed to the

introduction of gold jewellery and Chinese traditional

elements linked to highlight the national trend of the

wind.

The Inﬂuence of National Tide Cultural Marketing Strategy on Young Consumers: A Case Study of Chow Tai Fook Jewellery

2.2 Changes in the Consumer Outlook

of Young People - Jewellery and the

Connotation of the National Trend

Linkage

In the context of the global era towards the

development of multi-polar pattern, the trend of

economic globalisation, some young people's

consumerism has changed. The data of ‘2021 China

Gold Jewellery Consumption Survey White Paper’

released by Beijing Gold Economy Development

Research Centre shows that the proportion of

consumers aged 25-35 has climbed to 75.59%. The

trend of youthfulness in the consumption of domestic

yellow enterprises is obvious, meaning that more and

more young people are becoming ‘gold hoarders’ (Lu,

2023). Obviously, in 2013, Chinese amazons swept

the gold market on Wall Street has become a thing of

the past, and the national trend of culture once again

drove the consumption of young people to rise,

through the jewellery brand and traditional culture, let

the genetic molecules stored in the blood of Chinese

people to boil up again, so that the ancestral heritage

of the treasure is no longer just in the museum, but to

provide the opportunity for it to be presented in the

hands of everyone, so that unattainable to implement

the imagination in the hand of the remote. This is the

root of its rapid rise.

3 CURRENT SITUATION

ANALYSES

3.1 Analysis of China's Gold Market

Development Status

So far, the development route of gold jewellery

enterprises in the Chinese market mainly has three

modes, one is the high brand premium mode

represented by Chow Tai Fook Chow Sang Sang,

with leading revenue scale, high market share and

extensive shop layout, the second is the wholesale

volume mode represented by Lao Fengxiang, which

achieves rapid performance growth by expanding the

franchising channels of the third and fourth tier cities,

and the third is the niche market franchise mode

represented by the old shops of gold and so on.

Although the number is small, it has strong

competitiveness in the gold market segment (Huang

& Li, 2021).

3.2 Analysis of Chow Tai Fook

Heritage Series

3.2.1 Chow Tai Fook Heritage Concept

Chow Tai Fook heritage brand is a tribute to China's

traditional gold craftsmanship and Chinese culture of

a gold product series, its concept is mainly reflected

in its adherence to the classic and quality, its heritage

series of jewellery is mainly made of solid gold, and

then use a variety of traditional Chinese jewellery

making techniques, such as high-temperature enamel,

pinching and so on, to achieve the heritage of the craft

of subtle beauty and modern jewellery design

integration, highlighting the wearer's taste. The

concept of the Heritage Collection has been extended

to the weekly collection. This concept pushes the

Heritage Collection to a level that is unrivalled by

other Chow Tai Fook's industries. Heritage has been

a symbol of Chinese bloodline since ancient times,

and has been the soul of China for thousands of years.

At the same time, heritage carries forward the

Chinese culture and reflects the current national trend

culture. And the national tide embodies the traditional

culture contains Chinese elements and ideas, but also

highlights the cultural self-confidence. Gold

jewellery in the concept of creating the integration of

the national tide, and exquisite craftsmanship to

create the material level, and with the Forbidden City

cultural relics of the three kinds of Zun, turn the heart

of the vase, the ear of the crown furnace, will be the

people's best wishes engraved into the gold,

sublimation of its cultural concepts, so that it is more

rich in cultural colours, thus enhancing the spiritual

value. The youth of the new era, growing up under the

light of a strong motherland, have cultural confidence

rooted in traditional Chinese culture within their

hearts that coincides with Chow Tai Fook's heritage

concept, laying the foundation for Chow Tai Fook's

heritage series to win over the youth consumer group.

3.2.2 Chow Tai Fook Heritage Market

Positioning

Chow Tai Fook Heritage is aimed at consumer groups

who pursue high quality jewellery and love traditional

culture, they usually have high purchasing power and

taste, and have high requirements for jewellery

quality and design. They pay attention to fashion taste

and brand reputation, and are more willing to choose

jewellery products with high quality, high price and

cultural connotation. The new era of youth focus on

pleasing themselves, and the consumption trend

driven by them is increasing. The 2024 Interesting

PRMC 2025 - International Conference on Public Relations and Media Communication

Lifestyle Report released by China News shows that

Chinese youth are still willing to spend more money

on the pursuit of high quality in spiritual and cultural

consumption, and pay more attention to enjoying

their lives and improving their quality of life through

reasonable consumption (www.chinanews.com,

2024). The beautiful cultural symbolism of Chow Tai

Fook's heritage series is also known as the highlight

of attracting young consumers.

3.2.3 Chow Tai Fook Inheritance Product

Design (Illustrated by the Example of

the Forbidden City)

Chow Tai Fook heritage and the Palace Museum,

Dunhuang, Shaanxi Provincial Museum of History

and other cultural heritage rich in classical relics and

traditional elements of Chinese culture have carried

out co-branding cooperation, which is the most long-

lasting cooperation with the Forbidden City, has

released a series of gold jewellery with the Forbidden

City in the cultural relics co-branded to create a series

of gold jewellery and the launch of the same product

for the same product in a variety of craft categories,

to meet the needs of consumers at different levels.

Protect, study and inherit the excellent traditional

Chinese culture carried by the Forbidden City, tell the

world a good Chinese story, so that the excellent

traditional culture through the inheritance of life, the

two sides actively promote the excellent traditional

Chinese culture carried by the Forbidden City as the

theme of creative gold jewellery to start the relevant

cooperation and promotion. Exquisite craftsmanship

and ingenious heritage design.

3.2.4 Chow Tai Fook's Heritage Marketing

Strategy (Illustrated by the Example of

the Forbidden City)

According to Chow Tai Fook's Executive Director

and Managing Director, Mr Wong Shau-kee, it is

important to integrate marketing methods to reach

customer groups. Define the necessity and

importance of developing social media e-commerce

business, segment the market based on age and

develop different marketing programme strategies

(Geng, 2021). Combine e-commerce platforms and

social media, and invite celebrities to endorse their

products, and carry out online and offline marketing

activities. The young generation of consumers not

only look at the value preservation ability of gold, but

also have requirements for the fashionability,

aesthetics and personalisation of gold jewellery.

Huang Shaoji pointed out that to capture the hearts of

the youth, it is important to go out of the loop as much

as possible in marketing and promotion. Chow Tai

Fook heritage of the Forbidden City series through

the organic combination of new media, to create an

interesting interactive experience, to attract the

attention of more young consumers, while at the same

time launching the show limited, themed exhibitions

and other modes to promote its sustainable

development.

3.2.5 Chow Tai Fook Heritage Overall

Analysis

Heritage is a tribute to the classics, including culture

and craftsmanship in general. The heritage series

focuses on the combination of material and spirit to

create, and the benefits it generates for Chow Tai

Fook are also great. The report of the relevant report

of China Gold Network shows that Chow Tai Fook's

fiscal year 2024 turnover exceeded HK$100 billion,

with a 28.9 per cent year-on-year increase in

operating profit, in which the iconic gold series

Legacy Series continues to be welcomed by the

mainland market, with a year-on-year increase in

retail value of approximately 20 percent in fiscal year

2024 (http://www.gold.org.cn/index_364.html, 2024).

This reflects the favourable sales outlook for the

Heritage Collection. The underlying reason for this is

the embedding of the ‘national trend’ culture.

3.3 Youth Consumer Trends

According to Chow Tai Fook's Executive Director

and Managing Director, Huang Shaoji, over the past

decade, gold jewellery consumption trends in the

Chinese market have been characterized by large

quantities and new types of features, one of which is

the improvement of gold craftsmanship and the

emergence of the trend of self-consumption, where

young people buy gold to satisfy their own needs,

making the trend of rejuvenation of gold jewellery

more and more obvious, and young consumers are

more willing to pay a high premium for the aesthetic

of the product (sun, 2025). As the consumer group

continues to change, especially the post 00s are

gradually becoming the main force of consumption.

2023 Jewellery Consumption Trend Survey Report

released by Chow Tai Fook in October 2023 shows

two points, one is that compared to other age groups,

Chinese consumers of Generation Z aged 18-24 years

old preferred solid gold jewellery (Chou Tai Fook,

2023). 64% of consumers of Generation Z purchased

solid gold jewellery as a self-reward or daily

accessory reward or daily accessory. This is due to the

The Inﬂuence of National Tide Cultural Marketing Strategy on Young Consumers: A Case Study of Chow Tai Fook Jewellery

high value of solid gold and its positive symbolic

meaning, such as peace and happiness. Secondly,

more than 90% of young Chinese consumers prefer to

buy gold jewellery with traditional Chinese cultural

characteristics (Chou Tai Fook, 2023). This shows

that young consumers have a strong interest and

willingness to buy gold jewellery with traditional

Chinese cultural elements because of its exquisite

craftsmanship and beautiful symbolism, and they

agree that the traditional Chinese cultural elements

are of high quality and exemplary of Chinese fashion.

4 CONCLUSION

This study finds that worldwide industrial transfer

and upgrading provide a strong driving force for the

development of the world economy, and also build a

good platform and new opportunities to drive the

development of new industries. China is seizing

global opportunities in the new era and its strength is

rising. The new era of youth has become the main

force of consumption, prompting major brands to

push forward and create new marketing strategies to

capture the hearts of young consumers. At the same

time, the rise of the Chinese hip culture marketing

strategy has led to the rapid spread of the national

trend, promoting the rise of traditional Chinese

cultural elements, and through the fusion of its

associated design concepts, promoting the related

brands to improve the concept and development.

Young people are an important link in this business

chain, and the rise of Chinese hip culture relies on

young people's love of traditional cultural elements,

and at a deeper level, their love of the fusion of

Chinese culture and modern civilisation, which is

rooted in their heart's cultural self-confidence.

Not only Chow Tai Fook Jewellery, but also more

and more brands are competing to co-brand with

elements related to the national trend or create brand

concepts related to it, so as to draw the distance with

young people and promote their consumption. At this

stage, the national tide has become a hotspot, and in

the next few years, the heat of the linkage with the

national tide culture will continue to rise, the use of

which to build the brand's industrial scope will also

be more extensive, through the national tide of the

economic profits driven by the value of the economy

will continue to increase. Let the new era of

consumption scale to reach an unprecedented new

high tide.

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