With the sharp decline in the growth rate of the jewelry market, many jewelers began to think about the jewelry industry and its development direction. Due to the short development of the jewelry industry, we naturally think of learning from other industries, and this has given birth to a lot of development theories. Is there a future for the Chinese jewelry market? How to transform the future jewelry industry?
Jewelry industry terminal store basic attributes
Before 2014, due to the rapid development of the national economy and the increase in disposable income of residents, China's jewelry industry showed a rapid development trend, but after 2014, with the decline in gold prices and industry operating costs, in addition, domestic Anti-corruption is also in a high-pressure situation. In addition, in the face of multiple pressures such as rent, manpower, channel costs, and narrowing income, traditional terminal stores are already overwhelmed. Therefore, since 2014, the jewelry industry terminal stores have experienced The trouble of "closing the store tide". Therefore, in order to solve the problems faced by terminal stores in this situation, the most important thing is to clarify their own business ideas and advantages, and maximize the advantages, so that they can form their own unique brand logos and characteristics.
Comparison of the competitiveness of various jewelers
In the context of market segmentation, many domestic jewelers have adopted a differentiated competitive strategy and divided it into several mainstream types: high-end luxury brands (representative companies: Tiffany), gold processing wholesalers (on behalf of the company: Lao Fengxiang), jewelry chain retailer (on behalf of the company: Chow Sang Sang).
Online and offline disputes
Now when it comes to the future development of jewelry brands, the biggest controversy is whether the future is dominated by online or offline. For most of our jewelry owners, we have always been based on offline stores. E-commerce-based model In the jewelry industry, from the existing facts and current development trends, e-commerce is unlikely to have the same disruptive effect in other retail industries as the jewellery industry itself. The characteristics or basic attributes are determined. For the jewelry industry, offline stores are still the main direction of future jewelry brand development. Online is more of an important way of marketing, just like advertising on TV and selling goods on TV. Of course, with the development of the Internet, the Internet has more space and more forms than TV.
Brand building
When it comes to brand building, the first thing that comes to the consumer is the terminal storefront. Consumers’ first feelings about the brand are more from the terminal storefront, so managing the terminal store is crucial to building the brand. The main way out for the terminal brand to join the company is also in the management improvement of the terminal store and the brand building. It is the key to building a strong management team and refining the terminal. With the continuous growth of China's terminal market and the importance of major jewelry brands to terminals, terminal operation management and marketing planning talents will be a new growth point for talent demand in the jewelry industry in the future.
When it comes to management, in addition to the management of the terminal storefront, there is also a very important thing to build the middle and high-level management team of the company. Due to the special form of its development and development, the special composition of personnel, and the short development time, the jewelry industry in China is still a relatively rough management method. With the development of the jewelry industry and the growth of the jewelry industry itself, not only the jewelry industry, but also the development of the jewelry industry. In the face of the refinement of customer service, the refinement of the company's own management is also necessary, and this is the premise and basis for the refinement of customer service.
With the development of the jewelry industry, the situation of contending jewellery brands will inevitably decrease, and some excellent national brands will inevitably appear. Due to China's vast territory and vast territory, the total area is the same as that of Europe. The total population is close to twice its size. Therefore, regional brands in the future will have a good room for improvement in their own regions. The coexistence of brands with local regional brands will exist for a long time.
Industry forecast
"We are very optimistic about the growth of the Chinese market," said Philip Merrier, CEO of De Beers, the world's largest diamond producer. "There is foreign media prophecy that in the next few years, China's jewelry demand will be Further increase, there may be a shortage of supply in 2019.
Experts predict that after five years, that is, in 2020, the annual consumption of the Chinese jewelry market will double, reaching 700 billion yuan, which will become the world's largest jewelry consumer market. The National Bureau of Statistics also predicts that the average annual growth rate of the domestic jewelry market will reach 70% in the next four years. In 2017, the gold jewelry market will reach 860 billion yuan. It is estimated that the online sales scale will exceed 80 billion yuan, and even with the development of mobile shopping, the goal of direct driving 100 billion yuan.
No matter how cold the jewelry market is today, the status of China's jewelry manufacturing and consumption powers is hard to shake. We have reason to believe that after the experience of the winter, the will of the corporate brand will be stronger and the bones will be stronger.
Suzhou D.Y. Apparels Accessory Co., Ltd. , https://www.dyapparels.com