How Fanqi Jewelry Built Its Brand on a Romance Strategy

Newer data: China Jewelry Market: Online Gold Sales Up 50% in Early 2026

Executive Summary#

Fanqi, a Chinese fashion jewelry brand, has built its business on romance-driven storytelling, and romance accounts for 59.6% of all consumer scenario mentions about the brand. Its range is anchored on silver necklaces as hero products in the CN¥ 200-300 price band, and it has expanded across marketplaces and content platforms so that consumers can find it both through search and through content. This analysis examines Fanqi's category strategy, the seasonal pattern of its sales, the role of social media in its growth, and the lessons its approach offers brands competing in China's online fashion jewelry market. That market came under pressure in 2023.

Necklaces Are the Hero Product Line#

Fanqi has built its range around necklaces, which are its hero product line, with rings as its second core category. Bracelets, earrings and bangles make up a smaller part of the range and give the brand room to extend its romance positioning into new categories. The hero necklaces are silver and sit in the CN¥ 200-300 price band, which the brand treats as its strategic sweet spot.

Valentine's Day and Qixi Shape the Sales Calendar#

Fanqi's monthly sales follow the calendar of romantic occasions. February is the brand's strongest month, as Valentine's Day (14 February) falls in it, and the Chinese 5.20 (May) shopping period brings another peak. November rises with Singles' Day (11.11) promotions, while August peaks line up with the Qixi Festival (Chinese Valentine's Day), so the brand's year is organised around the moments when consumers buy jewelry as a gift for a partner.

Romance Accounts for 59.6% of Consumer Scenario Mentions#

Romance accounts for 59.6% of all consumer scenario mentions for Fanqi, which ties the brand's positioning closely to romantic relationships. The campus scenario follows at 7.6%, which reflects the brand's Gen Z university audience, while wedding (2.8%) and confession (1.3%) are the next most mentioned scenarios.

Romance scenario captures 59.6% of Fanqi social mentions, 7.8x ahead of campus scenario

*Source: Moojing Market Intelligence*

Social Media: 140 Million Engagements in a Year#

From September 2022 to August 2023, Fanqi's content across three major Chinese social platforms generated over 60,000 posts with 140 million total engagements. The posts and engagement show two separate drivers, since tactical events such as the announcement of Ju Jingyi as brand ambassador produce spikes in the number of posts, while romantic occasions sustain engagement over longer periods.

Fanqi social posts and engagement by month; the Ju Jingyi ambassador announcement generated 14.8K posts

*Source: Moojing Market Intelligence; major Chinese social platforms*

Key Takeaways#

• Fanqi has built its brand on romance-driven storytelling, aimed at a Gen Z audience
• Necklaces are the brand's hero product line, with the CN¥ 200-300 price band as its sweet spot
• Romance accounts for 59.6% of consumer scenario mentions, which produces predictable seasonal peaks around Valentine's Day, 5.20 and the Qixi Festival
• On social media, tactical events such as the ambassador announcement drive spikes in posts, while romantic occasions sustain engagement
• Expansion across six platforms lets consumers buy both through search and through discovery in content

About the Data#

This analysis draws on Moojing Market Intelligence data covering H1 2023. Moojing analyses online transaction data from two leading Chinese marketplaces, with social media analysis drawn via MoListening from major Chinese social platforms. For full methodology and additional insights, see the complete Fashion Jewelry whitepaper.