The marketing of the old temple is a "niche" and spreads "popularity"

Old Temple Gold, a century-old jewelry brand, has accumulated a strong brand culture, honest brand reputation and loyal brand consumers after the changes of the times. In recent years, the national channel expansion strategy of Laomiao Gold has been implemented steadily. By the end of June 2009, there were nearly 1,000 retail outlets in China, including more than 70 direct stores in Shanghai, more than 430 franchise stores, and more than 500 distribution outlets in 26 provinces and cities nationwide, with a strong channel scale.

2009 China Jewelry and Jade Jewelry Guide

1. Transition from mass marketing to differentiated marketing

Under the guidance of the reform and opening-up policy, the old temple gold embarked on the road of rapid development in the late 1980s. In 1990s, a well-known advertising word "Old Temple Gold brings you good luck" showed the popular marketing strategy of Old Temple Gold incisively and vividly. Consumers feel that wearing gold can not only bring the beauty of decoration, but also add a beautiful expectation and a promise of good luck. Therefore, the old temple gold soon established a good brand awareness in the hearts of ordinary people, and its market share increased year by year.

Mass marketing is a sharp weapon for the rapid development of the old temple gold, but it is also a risky market model. With the intensification of competition, consumers are exposed to more and more jewelry. As a result of fierce competition, the popular marketing model began to fall into a vicious circle of advertising war, price war and terminal war. The increase of cost and waste of resources have become the biggest burden for the development of jewelry enterprises, and the characteristics of differentiated marketing model with stronger pertinence and higher efficiency can effectively solve this problem.

Segmentation marketing is to segment the target consumer groups, lock in specific target consumers, and then launch the most needed segmented products of this group, and launch marketing activities such as dissemination and promotion through specific channels.

Through in-depth market analysis, we believe that the "niche" of the jewelry industry is: jewelry luxury goods-high-end jewelry customization business.

Over the years, we have persisted in inheriting the old temple gold with exquisite craftsmanship and classic styles, and constantly innovated to create elegant high-end fashion gold ornaments that show our individuality. Now, in order to adapt to the new changes in the market, according to the current situation of China's jewelry market, company resources, China's luxury consumption patterns and other factors, we are committed to exploring new areas, involving the high-end customized jewelry market and striving to compete with international brands.

On June 6th, 2009, 65438+February 6th, "Old Temple Gold" held a grand opening ceremony of the old temple gold L M concept store in Shanghai Yuyuan Garden. LM concept store, which integrates the latest jewelry design concepts and works at home and abroad, is full of big brands. More importantly, customers can not only buy all kinds of unique ornaments, but also invite professional designers to tailor them.

The opening of LM concept store aims to convey the most classic jewelry culture ideas, blend in the most cutting-edge artistic and cultural colors, break through the tradition, advocate a brand-new jewelry life and decorate brand-new personality values.

Old Temple Gold strives to segment the market and pursue differentiation, which has won market opportunities for enterprises.

2. Popularization of communication and differentiation of marketing

Focus marketing needs mass media because the latter is the most cost-effective. To gain public recognition, both focus media and minority media are very difficult, and they can only assist at most. Mass media, with its advantages of high coverage and strong influence, adapts to the personalized changes of consumers, can create a good thinking and understanding area for individual consumers and help them gain social recognition, so it will continue to be the key channel for enterprise advertising communication, and the mass communication mode will remain the classic communication mode.

In the advertising strategy of Old Temple Golden for many years, it is a compatible principle that "advertising communication will be dominated by mass media, supplemented by focus media and minority media". Facts have also proved that this is a practical advertising principle, at least for the old temple gold.

Integrity management, so won the market; Subdivided the market, so opened up new markets. Old Temple pays attention to the recall rate of target consumers to brand information and its correlation with purchase behavior, but pays more attention to the reaction of non-target consumers to personalized brand information.

In the past, in addition to the advertising achievement rate, the most important thing to evaluate the advertising effect was the target consumers' recall rate of brand information and its correlation with purchasing behavior. In addition to target consumers, enterprises also need to investigate non-target consumer groups to understand their reactions to personalized brand information. Because it is this seemingly unrelated reaction that has a very strong impact on the personalized consumption of target consumers. If no one pays attention, personalized consumption of personalized consumers will lose its audience and become meaningless.

2009 China Jewelry and Jade Jewelry Guide

The customized marketing model of "LM" for high-end jewelry is the journey of "marketing' niche' and spreading' popularity'". LM, as the top brand of Old Temple and the first concept store of China traditional jewelry brand, is good at high-end customized service and boutique sales, and advocates jewelry culture and jewelry art life as its brand personality. I believe that this new star in the jewelry industry will soon become a bright star shining on the land of China.