Mainland Chinese jewellers continue to open new stores at a record pace as the government stimulates domestic consumption.
In the company’s most recently concluded fiscal quarter, i.e. calendar-Q2, China’s largest jeweller Chow Tai Fook said it saw company-wide sales soar 70% year-over-year driven by “buoyant consumer sentiment” in Mainland China and “continued recovery” in Hong Kong and Macau markets.
However, perhaps most notably management also said that the company opened 259 net new stores, all in Mainland China, bringing the company-wide total to 4,850 (see below chart).
Chow Tai Fook’s store count has surged in recent years as the company uses a franchising model to leverage “local knowledge” in new Mainland China markets. The strategy allows the company to penetrate smaller but rapidly growing cities colloquially referred to as “Tier III, IV and V” sized cities.