Transformation direction of traditional jewelry industry

The top ten jewellery brands in the world are all produced in European countries, but China has not been selected. Just like China's traditional love for jade, Britain and France, which have a long imperial history, have a long history of worshipping jewelry. Compared with other countries in the world, diamond brands in European countries, regardless of ...

The top ten jewellery brands in the world are all produced in European countries, but China has not been selected. Just like China's traditional love for jade, Britain and France, which have a long imperial history, have a long history of worshipping jewelry. Compared with other countries in the world, diamond brands in European countries are more mature in style, texture, workmanship, operation and promotion mode, and their brand coverage is wider. We often see jewelry embedded in it at high-end fashion shows and famous auto shows.

Jewelry belongs to the category of luxury. For a country, only when the country is rich and strong and the economy is prosperous can there be room for development. After the founding of China, the jewelry industry gradually sprouted. People began to collect gold and silver ornaments as reserves and showed their wealth in the 1990s. Some speculators have noticed this phenomenon, and since gold is an internationally certified hard currency, they began to explore the jewelry market. At that time, the market was only the embryonic form of personal transactions. After 95 years, the country really liberalized the personal transaction of gold, and these luxury goods began to operate for the public.

But the sales method at this time should be authorized by the Bank of China. This slowed down the formation of the market. However, the irresistible reasons for the formation of large-scale trading market are demand and the fact that operators can get tangible profits. In the following ten years, China's jewelry market entered a period of rapid development. Shenzhen is located in a favorable position in the coastal city adjacent to Hong Kong, and is deeply favored by the infiltration of western culture and the policy of reform and opening up. From 1998 to 2003, there were 680 jewelry processing factories, and today there are more than 2 100.

The early jewelry market was dominated by domestic jewelry brands, including Hong Kong brands, mainland private brands and regional brands.

Chow Tai Fook is the first Hong Kong brand to enter the domestic market. In 2000, it plans to invest in Chinese mainland, and in 2008, it plans to open 600 stores nationwide. Chow Tai Fook is also the first jewelry company to put forward the concept of "one price" and build a jewelry brand. There is no doubt that Chow Tai Fook has achieved great success.

Followed by Xie Ruilin and Zhou Shengsheng. They all adopt the promotion mode of shop-in-shop. On the one hand, they can quickly expand sales channels, on the other hand, they can quickly promote brands and generate greater popularity.

Shanghai Chenghuang Temple, Datong Ginkgo, Shandong Qilu and Beijing Caibai all achieved regional success with their own unique jewelry shopping malls. Equally successful regional brands are Bandung, Zhejiang and Tongling, Jiangsu. Due to the advantages of psychic development, it has been acquired by Eurostar, the third largest loose diamond sales organization in the world. After a long-term investigation of the China market, they come to the conclusion that the sales of China diamonds from 10 to 15 are quite good, and even the total sales account for a large proportion of the global sales of diamonds with similar scores, which shows the purchasing power and desire of China consumers for diamonds. They are going to transport big diamonds into China. This is also the trend of diamond development in China in the future.

After more than ten years of development, China's jewelry market has reached a platform. After experiencing rapid growth and fierce competition, it needs to find another way out. Vendors and manufacturers are also adjusting themselves to the changed market. From the consumer's psychological point of view, I used to want to own a diamond, then I want to own a brand of diamond, and then I want to be a brand consumer. It can be seen that the significance of brand in the future will go far beyond the commodity itself, focusing on conveying the brand spirit. In-depth marketing of brands will be the key for enterprises to gain a foothold in this industry. The second round of development is bound to be a period of rapid development, depending on brand operation and financial strength. Well-known foreign brands buy domestic brands, and big brands annex small brands, taking a unique and creative marketing road.

Of course we choose the third way.