Abstract: Chinese jewelry enterprises introduce chain business model successfully in 2003，and expand their market in this form.On the surface，the ongoing process of self－replication of chain business is the copy of the brand，store and management，but in fact，the essence is a replication of the core competitiveness.Without core competitiveness，brand will be a castle in the air.In order to know well the jewelry brands in China，comparative research method is used to study the management status of jewelry brands in China.The result shows that there is a drastic increase in the numbers of jewelry shops with market expansion，but compared with the jewelry brands in Hong Kong，most of our jewelry brands are weak in market competition.And the lack of core competitiveness is the cause.On the basis of reflection on the market expansion of jewelry brands in China，the authors propose the jewelry brands in China，after the completion of“staking”，should focus on six aspects especially core values of the brand，and then enhance their core competitiveness.