Talking about the 5 major problems in the jewellery industry

Now that the company has reached the point of madness, large and small corporate web sites are springing up, big business enterprises have strong capital to support billions of sales a year, a small year tens of thousands of sales or loss can not insist on death. I've been paying close attention to jewellery and jewellery, and I've been in touch with some jewelry companies, and I've also investigated some business situations, and some of the feelings and ideas we shared with you.

Jewellery 5 Big Questions:

1, niche products, jewelry itself is a small minority of products, we Chinese people have the need to wear jewelry, the Chinese have gradually got money. But the Chinese people's cognition, jewelry still belongs to small minority assets. Unless it's a people with steel needs. So if you do not make jewelry to the scale, and will not be like FMCG consumer, feel good, immediately through the network to pay orders. Jewellery has a market, but has not yet reached the same as buying fast consumer goods on the Internet to buy jewelry, the Internet small audience determines the size.

2, Integrity problem solving, I believe that a lot of business enterprises are particularly concerned about a focus, with the rapid rise of the internet and consumer network for the gradual realization of online shopping, there are some brand electric manufacturers continue to the user's cultivation, the means of payment of diversification, in the rapid elimination and food integrity problems have been basically resolved. But jewelry, jewelry, diamonds, a single possible tens of thousands of products, through the Internet to make a quick order? I think anyone's answer is in the negative.

3, the online experience problem, in the network can only be through perceptual understanding to judge a product by the picture and the text description is good and bad, true and false. In the real world to buy clothes and other products also pay attention to a touch, second look, three upper body principle. But it is hard to solve these problems on the online experience of buying jewellery on the web. What does it feel like to bring the ring to your finger? is the ring number appropriate? is the diamond mosaic process good? And so on, these problems are difficult to solve. Standardized products can be sold, but eventually return to integrity issues.

4, logistics and distribution problems, although the logistics has been very rich, all kinds of good faith, insurance has been established very perfect. But a few carats of diamonds will fly in the sky, you are the user, you will be relieved?

5, Brand influence, jewelry in fact, the brand is very important, many old jewelry brands are decades and even a few hundred years old brand. But the biggest feature of the internet is the speed and breadth of its spread, so building an Internet brand on the Internet is very fast. For the jewelry industry, there is no brand of precipitation, it is difficult for users to buy products. Clothing can be impulsive consumption, shoes can be impulsive consumption, 3C according to demand can be consumed, but jewelry? Specific time, specific circumstances, so that users think of you in order to carry out consumption. And the rate of repeat consumption is low. What does this need? is a long-term accumulation of a brand. Both online and offline are the same.

Jewelry Enterprise How to do: 1, to determine the direction of operation, to do things to have a clear direction, otherwise in the wrong direction of operation is the wrong operation. Even if you do not know the direction is correct, to be in line with the correctness of 80% to determine the direction, adhere to the operation. There are several good jewelry companies in China, I will analyze their operation direction separately. The name of the specific jewelry brand does not say that I write big soft wen. I use a few big factions to make a brief summary.

Scholar School, what is the scholar school? Scholar faction in accordance with a more stable way to stabilize the fight, forming a huge line of the empire, using the network to promote. Scholar faction, practice, playing the guise of the use of the word and the mouse and cement the slogan, in the market, in a flicker of hot money began to expand the model. Crazy in the domestic first-line city to establish experience shop, through a variety of market means to establish their own brand, plainly, or a wolf in sheep's clothing. But the direction is clear, is to want the scale, want the brand, want to sell goods.

Eclectics faction, all kinds of means to show its ability, the network also do, shop also open, what products also sell, what kind of people sell what kind of goods, all in order to sell goods and sell goods, do almost immediately out of gloves now. There are many eclectics, but it works very well. There are certain sales, but it is difficult to form a climate.

Conservatives, conservatives know the importance of integrity and brand, through the banks, channels for direct sales, through advertising, exclusive interviews, no matter what the boss to attend a meeting and so on to establish a corporate brand. It is a good place to make local brands, tossing the country with difficulty.

Toss pie, toss faction as the name suggests, is the giant can toss all kinds of models are tried, but always have no own long board, such enterprises if they can not find their own positioning and direction, sooner or later the obsession.

Strength, often have the power of people belong to the kind of people who do things. There is an old saying in China, "stuffy sound big rich" I admire is also this one faction, this kind of people have to see the pattern is very clear, constantly absorbing good methods, but they have the main line, mainly relying on the platform, adhere to the platform operation, the formation of the first platform of the mechanism. The platform solves the trustworthiness question, solves the promotion question and so on. When these problems are solved, they gradually expand their platform with the experience of small electric dealers.

No matter what faction, everyone is a bit of direction, regardless of the direction of the right people are doing for the jewelry to do their own silent contribution. May become a pioneer, may become a tycoon. Who can adhere to the direction of the last, in the process of adhering to the continuous revision is a chance to succeed.

2, take into account the above I used a few major factions briefly outlined some jewelry brand operating mode and direction. Talking about "balancing". The direction is determined to do the main. Online in the short term, just a promotional channel, a propaganda channel, expect online to bring direct sales, it takes a while to precipitate. But online is the best way to establish a brand of Word-of-mouth. So make full use of the advantages of online to do market activities. So, as a jewelry business, online under the line to do something. Never give up on the line, because this is your ultimate battlefield. But in order to make a living, in order to have bullets on the battlefield, we must open up the market online. According to the traditional jeweler's operation way to open the shop online, in fact, in order to bring the market in the future, each point is an experience center, a logistics center. The National store goods unification, the network unification. Use available resources for branding. Of course the Internet must also be carried out, the network can be monitored by digital. can go to catch trendy, to try the ROI (knowledgeable people know, see this is absolutely to say that this is a bit of nonsense, but can do in this direction). Not ROI can be changed to KPI, the core is the cost of advertising to the blade. Online effect plus brand + offline brand plus entity = Future electric quotient empire.

3, adhere to the cultivation of perseverance, to do your business and the results of firm confidence. Without firm confidence The result is that you have not yet waited for the dawn to die. The gem is very difficult, need a lot of pioneers to become martyrs, their experience their failure is our wealth, holding the wealth to the end, is success. Adhere to the original idea, adhere to their own strategy, adhere to the continuous promotion.

Training, not greedy, and constantly cultivate their own users, so that users form a feeling that your product is cost-effective, feel your brand is strong, this needs to continue to maintain, activate the customer. When these things are done in place, the power of Word-of-mouth is great.

4, clever use of clever use, clever use of traditional jewelers or not into the jewelry industry advantages, many jewelry companies are rich, this is now has not climbed roll for a period of time the advantages of jewelry, but they do not know how to play, do not know how to do. Clever use of the Internet operating experience, the establishment of Internet operations team, on the internet to go professional. Skillfully run the experience of the operator and the experience of Internet operation. Integration of the resources in the station, will be the smallest investment promotion methods to use to the extreme. Constant accumulation of precipitation. Will succeed.

Although I am listing 5 points of jewelry to the 5 big questions. But I believe that these 5 points, in 5 years, 10 years after the absolute solution, then is the true jewel of the Empire. Quote "Non-interference" VC and diligent a dialogue "see what?" "Diligence says" the future.

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