Zhanjiang-based Guangdong Sunwin Group Co, which is the third largest jewelry case exporter in China, expects its online sales to exceed 6 million yuan this year.

Also a furniture manufacturer, Sunwin started to sell jewelry cases online to domestic consumers in 2013, as overseas markets remained weak.

Online sale grew rapidly from 3 million yuan in 2013 to 480 million yuan last year, said Zhong Weiying, vice-president of the company.

It stood at 2.8 million yuan in the first half of this year and could well surpass the goal of 6 million yuan this year, with promotion campaigns by e-commerce giants set in the second half, she said.

The company tried to sell jewelry cases in shopping centers in the home market between 2008 and 2010, but found the business unprofitable due to the high rents and complex management involved.

"E-commerce is the way for us to tap the domestic market," Zhong said.