E-commerce is sitting on top of the internet. The e-commerce marketplace is now the fastest growing part of the world economy, and. e-commerce has been penetrating jewellery industry. China jewellery e-commerce is still at the beginning stage, so China jewellery companies undertake significant task to develop jewellery e-commerce; meanwhile, China jewellery market will be able to become the greatest jewellery market in the world and attract more foreign jewellery companies. In these case, it is significant for China jewellery companies to increase market share to keep competitive through making full use of e-commerce's advantages and avoiding its disadvantages based on the innovation in jewellery marketing. The purpose of this paper is to analyze approaches to innovations in China jewellery marketing under e-commerce based on the analyses on the characteristics of e-commerce and China jewellery consumer market. The characteristics of e-commerce include making companies reduce costs, entering global market, and fast adjusting to changing market condition, besides, e-commerce can make shopping convenient; but it can carry customers safety risks for no face-to-face transaction and cause greater personalization. The major difference between e-commerce and traditional commerce is the way information is exchanged and processed, and C-to-C, B-to-C, B-to-B, and B-to-G are major types of e-commerce. The characteristics of china jewellery consumer market include the following aspects: it has huge scale and huge potential space of demand, the consumption motivation in it is complicated, the structure of jewellery consumption is dynamic, and China jewellery consumption has profound traditional cultural origin. The trends of China jewellery consumer market are stronger individual needs and further segmentation, more actively purchasing jewellery online, and that mate Jewellery market will develop. Based on the analyses on the characteristics of e-commerce and China jewellery consumer market, this paper pointed out the following approaches to the innovation in jewellery marketing under e-commerce. 1. The innovation in jewellery marketing concept. That is, China jewellery companies should set up the concept of "products and services are determined by customer needs for jewellery". 2. Operating jewellery internet marketing to develop jewellery e-commerce. During jewellery internet marketing, China jewellery companies should respect and meet individual needs for jewellery in effective ways. 3. Conducting jewellery DIY marketing. During conducting and developing jewellery DIY, China jewellery companies and customers have to follow effective process. Only customers and marketers follow the process to interact effectively, can jewellery DIY be operated smoothly. 4. The innovation in jewellery check system, that is, establishing jewellery check inquire online. jewellery check inquire online regulates the behaviours of jewellery check institutions and trader besides reduces customers' buying risk and make customers know jewellery knowledge. Jewellery check institutions should innovate jewellery check inquire online to adapt to the innovation in jewellery marketing under e-commerce. The points of 2 and 3 are actually the innovations in jewellery marketing mode. Finally, this paper also suggested the integration among the innovations in B-to-C and B-to-B and B-to-G.
