The gradual breakdown in the process of the market, the industry's marketing model is also evolving.
jewelry is already a big business, industry experts estimate that by 2010 about 180 billion market capacity, no less than clothing, footwear industry, although it is only differentiation comes from the jewelry industry. Jewelry has always been there, most recently, the industry association for U.S. investment in popularity and gradually heat. Jewelry industry has been facing the dilemma of understanding, even now remains a
general, mainly referring to cheap jewelry accessories, and there are a small jewelry, hair accessories, digital accessories, such as several different sub-categories, of which most small jewelry size of the market. Popular American Legend Capital's main products are hair clips, hair ornaments belonging to class about the tens of billions of market size. Speaking of jewelry industry, you have to mention the three companies, namely, Shin Kong jewelry, fashion beauty, Oh Yeah, the jewelry industry can say that they are representatives of several different stages of development, but also practitioners of different marketing model.
Sunbeam: jewelry industry pioneer
Neoglory was established in 1995, the base in Yiwu, is the largest jewelry companies, mainly in the production and wholesale level, which is also the founder of Zhou Xiaoguang Yiwu three thousand jewelry business leaders. Shin Kong jewelry industry, jewelry can be described as the pioneer and the pioneer is that it is the first time in the last century 90's to low-cost jewelry known as visibility and market share. At this stage, the jewelry from the jewelry division has just come out, because almost all metal materials used, the price is very low compared to in terms of jewelry, but the style is no less, leading to favorable for many consumers, for a time Shin Kong jewelry is also famous. Neoglory successful, or even a large number of Yiwu, Qingdao, Guangzhou, companies are beginning to follow suit, turned to the production and wholesale jewelry, a time of quiet. By 2002, the country has at least tens of thousands of production jewelry. 90's of last century was the era of jewelry demand, this time depends mainly on the marketing of quality and price, as long as the style is not bad, reasonable price, the basic can be sold to Sunbeam as the representative of the company focusing on quality and R & D become the largest beneficiaries. Sunbeam are doing domestic wholesale, while the tentacles have extended to the international market for many foreign brands to OEM, it can be said before the financial crisis, Shin Kong have had a very good ten years time. For them, the marketing is to take orders, that is, production, wholesale or export, basic marketing organization is nothing more than the boss knows the couple added a number of foreign trade, understand the language, understand some of the wholesale customers Commissioner, usually to answer the phone, processing orders, to participate in the annual species of the exhibition to take orders. For retail, they are almost never considered, because they feel too complicated and hard, stood relaxed It is due to this awareness, making this stage almost no retail business was born, more of a variety of levels of production companies and agents wholesalers dominated the jewelry market. With the gradual rise of the retail market, so that Sunbeam regret, even regret, only because they were the wholesale and export market, while consumers are buying a and operating on, resulting in many products although the market is Sunbeam, but not without the knowledge of consumers concerned about this to come from behind who was left a great opportunity, especially the jewelry retail brand. So even today, Sunbeam and other common accessories are still squeeze in some enterprises, like jewelry jewelry wholesale market, rely on Shin Kong a few years ago into the jewelry retail sector is also strong, but because the business sense has not really changed, still the idea to do retail, wholesale, the results are not satisfactory, Yiwu and other businesses, have encountered great difficulties in restructuring .
Shin Kong jewelry retail sector in the biggest problem is that it made the end of the Shin Kong jewelry store, you know, the price is not high, to rely on style rather than the brand of the jewelry industry to attract customers, Sunbeam own Clearly in terms of product development fashion degree or quantity can not be dazzling. Imagine a similar Artini is neither as high, exaggerated style uniform store, not a single product like Alas million in jewelry over the supermarket, to attract consumers into the store it? Location and underachievement Sunbeam Sunbeam factory has clearly become an obstacle to do retail chain.
Nevertheless, Shin Kong have also had the jewelry industry is still dominant, in the back section to reach more than 4 million, worthy of respect and pity.
popular U.S.: jewelry marketing, import those
popular U.S. was established in 1998 as Legend Capital and attracted wide attention. In fact, the early development of the United States is not a smooth fashion, around 2002, began the formal introduction of the marketing thinking and tools, with that When the United States was founded in the popular, the jewelry industry has entered an oversupply of product homogeneity of the era, the early establishment of the United States and other fashion jewelry business, like, just by the style and price and struggling to survive, develop very slowly. In 2002, the prevalence of a regional distributor of beauty whim in order to increase sales, to raise the price of a hairpin more than 3 times, but the free gift offer hair services, unexpected surprisingly good results, first, because a hairpin 300 attracted a lot of curious customers, the second is giving away free disk hair services, consumers feel Popular U.S. headquarters keenly felt the store's marketing model is worth promoting, it abandoned a lot of malicious peers cheap mode of competition, instead of using a Starbucks is not selling coffee, but selling space as the third, popular in the United States is actually selling Insight into the nature of this industry, popular hair service to raise the U.S. to a strategic height: Free lifetime. Facts have proved that it is precisely because the United States adopted the popular As to provide customers with free plate made life-long service, so the U.S. can put a popular card sold a few hundred dollars, profits are very substantial, but because it is free plate made for life, so almost all consumers will be repeated to the store to - you know, go to a hair salon offer hair or even hundred dollars to tens of dollars. However, active customers keep returning the United States greatly increased the popular store hairpin also a matter of course. Thus, many are concerned about their hair, willing to constantly changing shape of fashion consumption in the popular U.S. high frequency, some people even joked, pop beauty help a lot of social change are greatly reduced the cost of the image, which also created the popular US-10 years of steady development. But pop the biggest problem facing the United States can not scale. Once, many of the popular jewelry chain and even the United States as a model, keen to learn, imitate, but no one succeeded, and why? As difficult to learn to understand popular U.S. model, as Haier's services,Discount UGG boots, beginning where it is easy to become competitive, can be a long time, it is inevitable dependency on the service. We all know, is the most difficult standardized services, services related to personnel training, management, implementation and other aspects, standardization, high cost, extremely difficult to reproduce, which is caused by the development of fatigue in recent years, Haier, the reasons for low profits. Haier popular US-style hard to escape the dilemma, after 11 years to achieve annual sales of 2 billion yuan only.
It is understood that popular around the United States the cost of training each year 800 million by 2005, its follow-up development a bit weak, because the people and services can not keep up. It is aware of the The reason is rooted in the common features of many of Guangdong enterprises: in one area do not want to root out the enterprise value, much less the patient as a foundation of innovation, but rather blindly in search of new profit growth point, trying to make quick money.
earn quick money, time is long past, the most popular U.S. should do is to do the card through the field so deep, not diversity. When I see that now in many of its stores in skin care, makeup, tools, or even a single ring, Swarovski and so the sale,Bailey UGG boots, the very mixed feelings: Many entrepreneurs always like to imitate others, and not to insist the development of their own unique DNA, really regrettable. In fact, the popular core competitiveness of the United States is not in the product design and quality, but in its marketing model of Can be said that popular member of the United States of VIP is its core resources, how to rely on the accumulation of 11 years of development communication and VIP members to dig deep? This is a popular United States had to consider the issue, not necessarily, and Oh Yeah, as Watson has extensive product line. Popular United States is now experiencing problems like positioning a hotel or six-star Westin Hotel, or to develop into such a shortcut, such as family hotels, must not be combined, there are on the fence thinking. U.S. may be more suitable for pop and even the world's most expensive Chinese hairpin rather than the introduction of cosmetics, makeup and other categories. Worthy in terms of marketing, the city should enter the mainstream of the national mainstream shopping malls rather than the second and third tier cities in the second, third district, the spokesman should ask Jolin such a to go to put
Alas: enter the era of jewelry chain
jewelry industry,cheap UGG boots, as consumers increasingly deeper understanding of the growing demand for increased jewelry, jewelry stores have mushroomed up more, among which the popular cottage beauty and popular version of the majority of beauty, but the price Most high and because most have to provide hair styling services, or even difficult to standardize. More popular limited U.S. influence in South China, and almost no national chain. At this point, the jewelry industry should adopt the marketing model is similar to the Watson-style discount supermarket, not the same as the jewelry counter sales. Jewelry industry urgently needed is a retail chain brand. In 2005, the birth of Alas, an official declaration of the Chinese jewelry industry era into the retail chain. A 50-square-meter store has tens of thousands of styles, nearly 2,000 SKU, described as dazzling, it gave a lot of young girls in fashion, . From the consumer point of view of women, obviously women are more likely to abandon a product rather than a place, the relationship between place and women will be more three-dimensional, rich and lasting. With the popular U.S. is different Alas evolved from the 10 per store, can be described as very grass-roots, but from the consumers are very close, with the Chairman Ye Guofu Alas to say that Unfortunately, that do not over budget. So natural sales Alas save a lot of management, shopping guide, training costs, and very easy to standardize,UGGs, as long as the location is good, the decoration of uniform standards in accordance with the company enough. Simple parity principle to 3 years in China Alas opened more than 1,800 stores, opened two stores per day. Alas even to some extent changed the way young women dress, jewelry has become almost a necessity for many young girls.
It is understood, the popular annual training cost of about U.S. 800 million by 2005, its follow-up development a bit weak, because the people and services can not keep up. It is aware of the The reason is rooted in the common features of many of Guangdong enterprises: in one area do not want to root out the enterprise value, much less the patient as a foundation of innovation, but rather blindly in search of new profit growth point, trying to make quick money.
earn fast money are long past, the most popular U.S. should do is to do in the card through the field so deep, and not diversified. When I see that now in many of its stores in skin care, makeup, tools, or even a single ring, Swarovski and so the sale, the very mixed feelings: Many entrepreneurs always like to imitate others, and not to insist the development of their own unique DNA, really regrettable. In fact, the popular core competitiveness of the United States is not in the product design and quality, but in its marketing model of Can be said that popular member of the United States of VIP is its core resources, how to rely on the accumulation of 11 years of development communication and VIP members to dig deep? This is a popular United States had to consider the issue, not necessarily, and Oh Yeah, as Watson has extensive product line. Popular United States is now experiencing problems like positioning a hotel or six-star Westin Hotel, or to develop into such a shortcut, such as family hotels, must not be combined, there are on the fence thinking. U.S. may be more suitable for pop and even the world's most expensive Chinese hairpin rather than the introduction of cosmetics, makeup and other categories. Worthy in terms of marketing, the city should enter the mainstream of the national mainstream shopping malls rather than the second and third tier cities in the second, third district, the spokesman should ask Jolin such a to go to put
Alas: enter the era of jewelry chain
jewelry industry, as consumers increasingly deeper understanding of the growing demand for increased jewelry, jewelry stores have mushroomed up more, among which the popular cottage beauty and popular version of the majority of beauty, but the price Most high and because most have to provide hair styling services, or even difficult to standardize. More popular limited U.S. influence in South China, and almost no national chain. At this point, the jewelry industry should adopt the marketing model is similar to the Watson-style discount supermarket, not the same as the jewelry counter sales. Jewelry industry urgently needed is a retail chain brand. In 2005, the birth of Alas, an official declaration of the Chinese jewelry industry era into the retail chain. A 50-square-meter store has tens of thousands of styles, nearly 2,000 SKU, described as dazzling, it gave a lot of young girls in fashion, . From the consumer point of view of women, obviously women are more likely to abandon a product rather than a place, the relationship between place and women will be more three-dimensional, rich and lasting. With the popular U.S. is different Alas evolved from the 10 per store, can be described as very grass-roots, but from the consumers are very close, with the Chairman Ye Guofu Alas to say that Unfortunately, that do not over budget. So natural sales Alas save a lot of management, shopping guide, training costs, and very easy to standardize, as long as the location is good, the decoration of uniform standards in accordance with the company enough. Simple parity principle to 3 years in China Alas opened more than 1,800 stores, opened two stores per day. Alas even to some extent changed the way young women dress, jewelry has become almost a necessity for many young girls.
early blue jewelry, temperament, such as blue.
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