Jewelry enterprises, how to operate privately?

Editor's lead: the private domain style adopted by enterprises will also change in different industries. In the jewelry industry, according to the characteristics of high price and low frequency consumption of jewelry products, how should enterprises build private domain coping strategies? In this article, the author expounds the private play of jewelry enterprises. Let's have a look. Jewelry is different from other industries in many aspects: from the product point of view, it is typical of low frequency, high price, non-standard and long service life; Even with the same design, the price tag is different. In addition, users' inherent cognition that decorative function is greater than use value leads to the widespread emphasis on marketing, difficulty in education, emphasis on assets, high customer acquisition and inventory cost. Many executives often doubt themselves that this industry is not suitable for private domain play; I have experienced this problem, but it doesn't mean I can't do it; I see that most traditional enterprises fall into single-point thinking. What do you mean? In the early years, CRM was used in customer management software, and later small programs rose to research and development; Even H5 Mall, invoicing, shopping guide assistants and other software are scattered in various departments. This will always lead to the fear of being out of date, and what tools are hot will be introduced quickly. Finally, it is found that the discontinuity in the data makes "operation and marketing" face great pain. Coupled with the low communication efficiency of various departments and the difficulty in upgrading software, many market opportunity dividends are lost under the nose, and everything is lacking. From a big perspective, it is like a loose sand. It is obviously a bit superficial to look at digitalization only from the perspective of private domain deployment. Actually, it's just a result. I think the successful transformation comes from the following four dimensions: insight into the development of the industry, cognition of digital value, redesign of four forces (organization, product technology, operation and commodity) and overall play. 1. The change of historical trend The ancient jewelry industry in China is relatively developed, but the competition pattern of various countries has been constantly changing in the past hundred years, making this industry look weak; Therefore, the modern jewelry industry started late. According to development, it can be divided into four stages: starting, rapid development, adjustment and recovery. 1982 -2003 is the primary stage of gold jewelry; After the liberation of Shanghai in June, 1949, the official price of RMB against the silver dollar greatly depreciated from 1: 1 to1. The People's Government subsequently sealed up and closed shanghai stock exchange building, and announced that silver dollars, gold and dollar bills were prohibited from circulating in the market. Before 1978, China's annual foreign exchange reserves were less than 800 million US dollars, of which gold accounted for 60%. At that time, gold became an international "foreign exchange currency", and it was impossible to face pressure without control. The market iterated to 1983, and the state officially promulgated the Regulations on the Administration of Gold and Silver in People's Republic of China (PRC), which determined the production and circulation of gold products by the state in the form of law and prohibited individuals and enterprises from buying and selling freely. It is this that makes the RMB as the main trading currency perform strongly. Around 1993, the exchange rate of RMB against the US dollar rose by 50%, and the price difference between domestic and foreign gold also expanded to more than 50%. Amazing profits have further cultivated the underground gold trading market. At that time, some state-owned gold enterprises also entered the "gold private sale tide" with the support of local governments. As a last resort, under the evolution of the nationwide market theory, the State Council issued "No.63 Document" to operate the gold market again, which prompted the first milestone in the gold market. At that time, a batch of high-quality jewelry from Zhou Dasheng and Liu Fu entered the shopping mall. With the participation of international brands, the competition began to intensify. From 2003 to 20 13, fully open the channel precious metal products; As gold has the function of storage, the Shanghai Yellow Exchange opened on June 30, 2002, ending the history that gold in New China could not be traded freely and preventing inflation through state control. In 2007, jewelry has become the third largest consumption hotspot after housing and cars. However, most local enterprises are small in scale, without brands and weak in competitiveness. A few enterprises have brands and scale, but their regional characteristics are too strong and they lack cross-regional influence. For example, as a local leading brand, Lao Fengxiang's sales revenue in 2007 was about 665.438 billion yuan, and its market share was less than 4%. Later, some well-known brands Cartier, Baolong and Swarovski entered the domestic market, and small and medium-sized businesses were eliminated in the industry reshuffle; After the emergence of market segments, the diamond category was immediately accepted. Facing the saturation of offline channels, jewelry explored a new retail model from 2008 to 20 13. Brands began to cooperate with large websites, and the development of PC Mall appeared in the form of promotion, which filled the gap of online jewelry, while the head gradually formed three modes of self-management, joining and distribution to occupy the market. From 20 14, the growth rate slowed down after golden decade until the reshuffle of 20 17 ended; Judging from historical data, it is mainly manifested in: the speed of opening stores; Embrace the capital market; To link retail. Led by many enterprises, Cartier has 84 stores in China, Tiffany operates 24 specialty stores, Chow Tai Fook has 65,438+0,640 retail stores, and Lukfook has a total of 65,438+0,022 stores. There are as many as 2,300 franchisees in Laofengxiang and 2,200 chain stores in Zhou Dasheng. In the face of the central anti-corruption and high-pressure situation, it will inevitably affect purchasing power, and the oncoming gold will continue to fall; In the process of resolving industrial surplus, some enterprises began to embrace the capital market. Enterprises headed by Oriental Jinyu and Chaohongji have been listed one after another, and small and medium-sized brands are facing the road of merger and bankruptcy. In the saturated state, enterprises began to explore the road of concept and product innovation. By 20 16, there will be as many kinds of jewelry as 16, with nearly 20 functions. In order to survive under the pressure of competition, a large number of manufacturers are forced to take subcontracting as an auxiliary line and directly open the terminal retail to compete for prices. Since then, it has skillfully embarked on the road of WeChat commercial channels, own brands and e-commerce platforms; This has also laid a foundation for the transformation of business models of some enterprises from "supply chain thinking" to "flow thinking". From the second half of 20 17 to 2022, it is a warming period; According to the insight data of prospective research, it is pointed out that the 20 18 industry performs well in the face of people who get married after 1985 and 1990. The zero accumulation of gold jewelry clubs (above designated size) increased by 8. 1% year-on-year, 2 percentage points higher than the history, indicating that the per capita disposable income is increasing. However, at the end of 20 19, due to the macro impact of the black swan incident on the industry, the overall index declined moderately. At present, it seems that there are two very important trends: reconstruction based on user consumption behavior; The degree of digitization is deepening. On the one hand, jewelry itself has a specific investment attribute, which is due to the change of the main consumer (90' s and Z' s). The original industry structure, jewelry education model and consumption thinking are being reconstructed, and the revived stores are beginning to think about how to use users in the new era. On the other hand, in order to quickly occupy market share in the early years, the proportion of expanding franchise stores remained high, which made the basic skills of operation and marketing system not solid; In the face of environmental changes, we have to rethink the management and empowerment of stores. Generally speaking, we put the past, present and future on a horizontal line. If we look at the changes of jewelry industry with product life cycle theory, it belongs to the state of seeking the second growth curve after maturity. In the early years, the brand was skillfully built by relying on the upstream supply chain, capital and market dividends, and now it relies on the closed-loop ability of "systems" to improve the efficiency of enterprises. The core of all this is the process of digital transfer from "offline transactions" to "online transactions". Second, the cognition of the private domain format In recent years, the change of consumption is reflected in the "transaction scene". In the past, there were eight or nine jewelry counters in shopping malls in first-and second-tier cities, and consumers were often seen comparing 1-2 hours between them on holidays. After the black swan, everyone stopped going out. How can sales pick up? The answer is to rely on online efforts. In the early days, many jewelry brands of large enterprises did not realize the difference between "public domain format" and "private domain format". In order to attract users through in-station bidding, price reduction and star IP. This high-profile model not only burns money, but also is difficult to maintain. Of course, some enterprises know the importance of private domain, but there is no real brand operation mode or the complexity of their own organizational structure in the industry, so they dare not jump to conclusions to explore. They can only imitate others after they are eager to try. What is the operational difference between the two formats? The public domain belongs to the funnel, and the private domain belongs to the waterwheel; There are five levels of differences, namely: channel integration; Traffic ownership; User stickiness; Customer acquisition cost; Operating rules. First of all, the centralized advantage of platform e-commerce lies in the "shop opening mode", which belongs to an open platform. Brands can only pay for users if they meet the rules, such as participating in promotional activities or paying promotional fees, but the users brought by these fees will eventually return to the "public domain", which is not very helpful to offline franchisees. Secondly, jewelry enterprises do private domain, which belongs to semi-open DTC mode. With the cooperation of six dimensions (brand official website, APP, corporate community, applet, official WeChat account and video number), it is easier to integrate from offline stores or offline channels, and users who get data will not be easily lost. In the past, many franchised (mixed) stores could only survive by natural users brought by shopping malls and brand power; The epidemic directly restricted offline traffic, and shopping guides had to tap customers through WeChat stocks or customer recommendations. The unprofitable joining makes the headquarters particularly passive, so many executives have achieved the goal of transforming themselves into "private domain knowledge"; Facing two types of shops, what is the entry point? Many brands believe that corporate WeChat is the primary strategy, and users should be friends or precipitate into the community first; However, as a commodity with a long decision-making chain, jewelry should not only trust users, but also integrate the interests of franchisees. It is impossible to ask the store manager to guide users to the headquarters. Therefore, the first task is to improve the trading hall, and the small program is the "best choice". No matter from carrying omni-channel membership data precipitation, or joint pre-sale of new products, or even live shopping guide and big promotion activities; Or social fission is the primary channel for users to view brands. At the critical moment, the original jewelry supply chain joining and direct selling system based on LBS positioning can also realize the display of thousands of stores; In other words, the applet is the product display platform of the franchise store. Then, its construction has three major commercial value impacts on the jewelry industry: the promotion of single customer value; Increased operating profit; Drive other business increments. For example, developing a content community based on small programs can bring more opportunities to interact with users with the help of WeChat official accounts, so that the repurchase rate and user loyalty will also be improved; What's behind it is actually strengthening the room for rising profits. After the applet is perfected from the perspective of headquarters, the layout of the private domain format can be developed around three stages: activating contacts and establishing a label system; Precipitate users; Refined operation. The contact design not only reflects the official WeChat account and live broadcast online, but also includes a series of scenes that can be negotiated with users, such as official website, offline after-sales receipts, shopping guide badges and KT materials. Synthesis itself paves the way for digitalization. In settling the private domain, the online upper layer highlights the closed-loop design of transforming links from contacts to applets. The important thing in the next level is to activate the shopping guide to use enterprise WeChat, and quickly guide potential users to add enterprises and mark them to form a basic portrait. The refined operation of traffic is carried out under the closed loop of enterprise private domain format and improving infrastructure; For example, a 6 18 live new product release can be leveraged by a series of links from marketing department, big growth, offline stores, private domain to small programs. In short, jewelry's overall understanding of the private domain format should not stay at the "community level". In the middle and late period, what the headquarters needs to build is the live broadcast scene of thousands of stores around small programs, which is the S2B (store) 2B (shopping guide) C mode. For the headquarters with more franchisees, how to mobilize franchisees is to empower the open ecology; The main reason why many jewelry enterprises fail in private domain is that the pattern is not large enough and the order is chaotic. On the one hand, it is the understanding of digitalization, on the other hand, it is the design of overall play; There is no clear status, requiring franchisees to quickly promote the use of enterprises or small programs. As a result, the management of the operating system can not keep up, and the compensation cost is getting higher and higher. Third, the overall play design jewelry company must first think about what the main goal is before doing private business? Then, I will think about organizational matching, that is, what kind of people I need and how to cooperate. From the market point of view, there are two main goals of jewelry private domain: to help stores make new income growth themselves; Headquarters has been digitized. Store-driven growth on Chaohongji is a good case in the industry; According to public information, when the Black Swan appeared in 2020, nearly 80% of Chaohongji's stores were closed, so the senior management team spent 1 month laying out the whole country based on the cloud store model with thousands of stores and thousands of faces. Part of the reason for the rapid response is that the brand began to establish CDP (User Data Platform) in 20 15, completed the infrastructure (digital hierarchy) in 20 17, and perfected the digitalization of "commodities" in 20 18, that is, opened the commodity data center and placed orders intelligently. It can be seen that digitalization itself is a "data-driven, goal-oriented" operation mode to improve the control of terminal stores. The success of franchise stores depends on 80% execution after the headquarters establishes standards. With the help of the cloud store applet itself, tens of thousands of shopping guides can be identified, tracked and attributed. Membership Style Zhou Dasheng used up a set of models in two years. In the early years, brand operation was mainly based on the public platform, but the user portrait was not clear, the communication efficiency of the official WeChat account was not high, and the operation transformation was always bad. There are more than 4,000 stores in China, covering more than 40,000 shopping guides, and 90% of the franchisees seem to have good capital. However, it is not an advantage for enterprises that make products and store genes to operate through membership. How did they do it? Send coupons; Accumulate private domain; Joint brand marketing. On the operational strategy, on the one hand, from the perspective of private domain operation, Zhou Dasheng has added two sales transformation tools, applet and customized service, according to the characteristics of commodities and data base. Since franchise stores are core assets, only when the stores are completed can the headquarters grow; Combined with jewelry itself, we pay attention to product experience, and offline consumption accounts for a relatively high proportion, so we use small programs as the connection point between goods and users. After changing this kind of thinking, on the other hand, around the user repurchase rate and membership increment as the core indicators, CRM management system is developed, and coupons are frequently sent to community users through enterprise micro-marketing links. The content is produced by KOL inside or outside the company, which skillfully uses multi-brand and cross-industry cooperation at important marketing nodes, and then uses multimedia channel combination to infiltrate grass. This series of circular combination plays makes the repurchase rate of Zhou Dasheng customers as high as 30%. In addition, Chow Tai Fook's style of "point to line, opposite to line" is worth learning from small and medium-sized brands. First, launch a small program based on enterprise WeChat, which is relatively a sales tool for brand first-line shopping guide. On the one hand, it can be used to communicate with internal systems, such as membership management, human resources, ticketing distribution system, etc., so that shopping guides can also be maintained in the scene without stores. On the other hand, the applet is associated with the official mall, which can directly read the store inventory and directly sell Chow Tai Fook online products. After forming a business line, we will combine the WeChat ecological contacts to serve customers' sales journey, and then focus on building a private domain system. For example, video number, WeChat official account, small program and other online live broadcasts. Will guide the free community to collect coupons or go to the store. Secondly, when there are no products that consumers want to buy in offline stores, they can buy them online through scanning applets. Chow Tai Fook binds the product sharing page with the shopping guide, and uses the shopping guide in front with small rewards. Furthermore, it is necessary to combine the enterprise WeChat with the daily brand standard service process of the shopping guide, and then develop relevant marketing capabilities to help the shopping guide maintain customer sentiment and transform sales. This series of measures has formed a perfect closed loop of enterprise WeChat, community, shopping guide, stores and small programs, bringing increment to businesses. Obviously, all kinds of jewelry brand cases have pointed out that "small programs" are the first choice for headquarters with many franchise stores. In addition, combined with the thinking of e-commerce platform, labeling users in the form of issuing coupons is conducive to driving performance growth, and it is essential for new-level shopping guides to standard corporate WeChat. Fourth, the adjustment of organizational symmetry Enterprise development is a process of continuous learning, and the future is not an extension of the past; In this process, there will always be all kinds of new problems that need constant learning, trial and error, and optimization iteration, so they need to be dissipated. When open source, on the one hand, we are used to reducing costs and increasing efficiency to solve the operational pressure, on the other hand, we can make the bottleneck of business growth match by "adjusting the organizational structure". So how to establish a private domain organization? There are two ways: the top management leads the team personally; Transformation from customer service center. After decades of development, large jewelry enterprises started from the supply chain in the early stage, and their organizational structure is mainly based on three modes: product, store and brand promotion. For brands established in the 1980s, from the operational side, the chairman will generally set up a "brand management center", "store management department" or "network center". In the late 1990s, the rising organizations were usually divided into different product departments, or "big growth centers" and "customer centers". What is their mode of cooperation? Brand center undertakes marketing, planning, marketing, vision, training and other work; Store management generally deals with the "direct selling system with investment", and the big growth is mainly concentrated in the cooperation between the two ends or the marketing of new channels. This type of organization has long been unsuitable for the digital age, and I don't know which plate to put in to establish a private domain; Therefore, it is the first-hand project to transform the private domain full link. First of all, the boss can start with the leaders of major departments (commodity operation, product development, marketing, sales support, supply chain, store management) and form a flat project team, which is divided into decision-making layer and executive layer, so as to be highly involved and coordinate quickly. Secondly, set goals and strengthen process transformation, such as opening the use of WeChat in the shopping guide layer first in the stage cycle to achieve how many digital growth; Or a small program to achieve a thousand stores to meet the sales volume of online transactions in various stores. After the KPI is agreed, the resources will be revitalized, and all nodes will be deployed in the activities, and all capabilities will be revitalized around various festivals and user needs. If you don't want to fight, Zhou Dasheng is a good example. The person in charge of CRM leads the team to introduce enterprise WeChat, cloud store (small program mall) and retail POS and put them into the company's back-office system SAPERP, and then make a shopping guide SOP around the operation, which has strong penetration. In the past, the customer service center of jewelry industry was responsible for online telephone communication, and later it will also use WeChat to precipitate some after-sales users. In fact, they are the closest department to users except shopping guide, so it is also a good choice to start from the transformation of customer service center; Introduce "Enterprise WeChat" through customer service and establish a shopping guide circle of friends to communicate with SOP through small program trading mode. Then, the event marketing personnel are deployed upstream to connect with marketing, small program operation, new media and other departments; The downstream is connected with the store management department, which can directly reach the terminal shopping guide. This process is like a reservoir. First, find the depression that incites users, and then based on the overall marketing goal, copy the SOP of the company's customer service directly to the shopping guide of the terminal store for use. I think it is the best choice for franchisees to do private business. 5. To sum up, many times jewelry brands often fall into the misunderstanding of "direct stores" when doing private business, and think that headquarters should pay attention to traffic and strengthen operations, which is not the case. In the long run, with franchisees as the center, the headquarters provides them with small program (transaction, live broadcast) space scenes and tools related to shopping guide SOP, and with reasonable training, these three-wheel drives may be a breakthrough for long-term development. In addition, if you want to learn private domain operation systematically, then this course may be suitable for you: