The trend of bead bracelets has surged on the internet over the past few years, catching many off guard with its growing popularity. This small item, which embodies aesthetics, philosophy, and mysticism, has successfully bridged the gap between tradition and modernity across millennia.

From university students, who see these bracelets as social currency, to office workers, for whom stringing beads is both a belief and a source of comfort—while physically at their desks, their minds are often preoccupied with the beautiful life bracelet will bring.

With such strong demand, it's no surprise that sales stories have emerged. Hot-selling bead bracelets are being resold at marked-up prices, with waiting lists extending into the next month. Some alternatives, priced at just $29, have already exceeded monthly sales of over 100,000.

So, how did we transition from a youth-driven cultural wave to a roaring consumption trend?

Recently, coinciding with the Black Friday sales festival, I engaged in deep discussions with several merchants about this question. Surprisingly, the percentage of young consumers for certain brands has skyrocketed from 20% to 60%. Some shops have seen their gross merchandise volume (GMV) increase twentyfold in 2023. Moreover, Amazon.com reports that 50% of the merchants in the cultural and creative category are new stores, with first-time buyers increasing by 120% year-on-year.

This generation of young people is quite serious about bracelets!

 

The Seriousness of bracelets Among Young People

One undeniable fact is that young people are not just playing around with bead bracelets.

Delving deeper, the factors behind this trend are complex. It aligns with the broader backdrop of cultural exchange while also riding the wave of traditional economy in the digital age. Additionally, the influence of new fashion trends, as well as the immense promotional power of celebrities and TV shows, plays a significant role.

Take the viral phenomenon of the famous Dala Temple, for instance. The Tiktok topic #DalaTempleIncenseAsh has amassed over 280 million views, while Facebook notes related to Dala Temple exceed 360,000. Due to the lack of online channels, many people head straight to the legal affairs circulation office with their luggage right after getting off the train.

Similarly, Beckham, a fan of stringing beads, was spotted wearing eleven bracelets on his wrist. This caught the attention of netizens, sending the related topic trending, and naturally, the “Beckham style” became a hot sell among his fans. The operator of the shop specializing in bead products, the Tibet Energy, reported that a previously low-traffic item, red agate, saw its traffic exceed 10,000 in just one day thanks to Beckham influence.

What was once seen as a hallmark of middle age has now deeply penetrated the youth demographic.

 

In terms of specific varieties, the search volume for cinnabar bracelets has increased by over 300% year-on-year. Bodhi beads, sandalwood, and South Red Agate have also emerged as new traffic stars. According to user profiles, the student group is the main consumer force, with young groups growing rapidly, and users aged 25-35 have increased by more than 300% during the same period.

The official flagship store of Tibet Energy mentioned: "Three years ago, the participation of young users in the bracelet and cultural play category was only 20%-30%, but now it has reached 60%. The increase is indeed significant. The post-90s have actually taken the lead in the market, and the post-2000s customer base is also emerging, which surprised us."

Some business adjustments to bracelets

Changes in demand trends have led to some business adjustments to bracelets.

In line with the new consumption trend, the market for wrist beads and cultural artifacts is focusing on the future.

According to a report released by Frost & Sullivan, the bracelets e-commerce market was valued at 2.3 billion dollars in 2017, and it is expected to grow to 23 billion dollars by 2026. The online penetration rate was 3.4% in 2017 and is projected to reach 33.8% by 2026.

Focusing on the bracelets category, the sales data from leading merchant Tibet Energy serves as a reference. It ranks first in sales on the platform for products made from small-leaf red sandalwood, agarwood, and yellow rosewood. The operational team revealed, “In 2024, our store experienced rapid growth, with GMV doubling compared to 2022.”

As a result of these trends, the industry is optimistic about the growth potential in the online space. It's essential for merchants to understand the unique characteristics of different platforms and choose strategies that align with their actual needs and strengths.

The design and development of products are also aligning with emerging consumer groups, reflecting a natural progression for brands and businesses.