The jewelry industry towards emotional marketing era , Chinese jewelry

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The high-end development of the jewelry industry is intensifying price war to break, however, the cost of growth, shrinking profits are danger signals within the industry. At this point, we have to think hard, to play for what an ace can safely shuffle period ... as the domestic jewelry brand jewelry psychic remains over 10 billion in sales a year, when the Initiative, reporters an exclusive dialogue with the president Shen Dong Jun. Shen Dong Jun Quotations: unique characteristics. the p> price war caused by industry into the shuffle recently, several domestic jewelry brand released filing shows, the jewelry industry's profit growth is slowing, and some brands even net profit of negative growth. Is this a danger signal in the jewelry industry? , psychic jewelery president Shen Dong Jun said that in recent years, the cost of the jewelry industry continues to grow, it is one of the reasons for the slowdown in corporate profit growth.

The brand jewelry category sales in the period of time accounted will directly affect the level of its net profit case press grams, its price changes with the fluctuations of international prices more transparent. Emerald Choi Bao, diamond jewelry margins relatively high. If the brand is a higher proportion of sales in the period of time, then, is bound to lead to the decline in its net profit. Shen Dong Jun also said that the price war also contributed to the jewelry industry profits decline can not be ignored. International brands to enter China, part of the domestic brands grew and grew, leading to the market competition is particularly fierce, many brand influence into a price war of misunderstanding. Consumers for the pursuit of quality, design, service being beyond price, these price war enterprise is bound to gradually consumers abandoned. Combined jewelry artificial, advertising, channel management and other aspects of cost increase, Now, the price war is like suicide for jewelry businesses. intervention of the capital, the pace of development of the enterprise will be very fast and some brands may be squeezed out small brand makes it harder to come out when the jewelry market polarization state can be said that the jewelry industry has enter the reshuffle. fact, the big brands will be very difficult, but the left is the winner of this market at this stage.

jewelry OCS too early recent years, the rapid development of e-commerce, many traditional industries have opened up the electricity supplier base camp. CTF independently operated flagship store opened in the last year, a lot of jewelry brand jewelry electric branded platform of cooperation with third-party electricity supplier, diamond bird, Kelan burgeoned people see the charm of the electricity supplier . Some industry insiders said that the jewelry industry will focus on force electronic business platform. this, Shen Dong Jun expressed concern, he said: in China, electricity has been branded cheap imprint which is very unhealthy state of development of e-commerce, a certain price advantage compared to other channels, but when cheap even as the important characteristics of the electricity supplier only demands incorrect. custom, good service, a unique experience, good interaction, more choice ... these are the advantages of electricity providers, businesses and consumers been ignored as in the store see the goods is limited, there is no such limitation on the network, not even produced goods also can take advantage of the scientific and technological means to show sales or custom. The electrical environment destruction imagination of the consumer e-commerce consumers to cheap misunderstanding. The fact that the cost of the electricity supplier is not low, is yet to make the size and brand, spread through the network, the cost is very high. And technical staff is very scarce.


Therefore, this Shen Dong Jun feel the electricity supplier is the future trends in the jewelry industry, but only to take off the cloak of cheap electricity supplier, and thus create a good communication, sales, service integrated shopping platform, the jewelry industry will usher in the spring of the electricity supplier channels. jewelery industry into the era of emotional marketing reporter found in jewelry design homogenization upstream raw materials more difficult to control today, the jewelry industry, the rapid development, brand how to consolidate the status to become placed in front of each jewelry business problems. Shen Dong Jun said that the jewelry brand is difficult to capture the market quickly, FMCG jewelry in the final analysis is the emotional consumer, need time to hone the need to constantly communicate with consumers and exchange .

Cartier or are centuries brands, in competition with them, except to ensure that the channels, the quality of the goods, the price advantages, it is important to have a unique personality, brand positioning and accurate to the emotions and the international big-name competition. Domestic brands, especially to shape the image of emotion. Large industrialized production environment, a lot of things have been cloned, so I do not have the collection value. The jewelry in this regard, has a unique place. If consumers buy jewelry, generations left to the children, this jewelry brand vitality. Chinese people with particular emphasis on heritage. when given a deeper meaning. emotional interaction with customers is particularly precious, consumers are not just consumer, but an emotional investment, of course, is also the appreciation of the potential investment. emotional connotations.