Crystals, long believed to possess healing and fortune-enhancing properties, have captivated consumers worldwide. Social media platforms like TikTok have fueled the trend, with millions of posts and endorsements from celebrities such as Adele and Kim Kardashian. The fascination has also spread to China, where young consumers are turning to gemstones for comfort in the face of economic uncertainty.
Donghai, known as China’s “crystal capital,” has benefited immensely from this trend. Nearly a quarter of its 1.24 million residents are employed in crystal-related industries. The sector has seen rapid growth, with sales nearly doubling from 24 billion yuan ($3.3 billion) in 2020 to 46 billion yuan last year. However, many local businesses are now facing difficulties as demand slows and competition intensifies.
A crystal ornament seller, surnamed Yin, noted that business has declined since 2022 and has yet to recover. Although Donghai Crystal City, the world’s largest crystal trading hub, still attracts tourists, many visitors browse but rarely make purchases. For vendors located in less visible areas, entire days can pass without a single sale.
With domestic demand weakening, the industry has increasingly turned to overseas markets. Cross-border e-commerce accounted for 5 billion yuan in sales last year, up from 4.5 billion yuan in 2023. Many local merchants rely on live streaming to connect with buyers abroad. However, industry insiders believe the golden era of live-streamed crystal sales has passed.
Jiang Ya, a live-stream host who sells crystals to customers in the U.S., Canada, and Australia, recalls how easily products sold during the pandemic when government stimulus checks boosted consumer spending. Now, declining disposable incomes and heightened trade tensions are making business more difficult. The Trump administration’s recent policy shifts, including a 10% tariff hike on Chinese imports and the removal of tax exemptions for Chinese e-commerce vendors, have added further uncertainty.
Despite these challenges, top live-streaming businesses in Donghai continue to sell large quantities daily, benefiting from economies of scale and professionalized operations. While many smaller sellers are struggling to stay afloat, others remain hopeful.
Liu Yan, a crystal jewelry vendor, remains optimistic, believing that in times of uncertainty, people seek comfort in symbols of hope. She has seen her revenues double or even triple compared to the previous year, thanks to the growing social media buzz around crystals. The industry’s future remains uncertain, but for now, the fascination with these shimmering stones endures.
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