In October, Jinan, the sun is shining, the sun is shining on the body. However, in front of the Jinan core business district, Hang Lung Plaza, World Trade Center, Guihe Shopping Center and other super-store jewellery counters, it is inexplicably chilly.
The reporter observed that in the past, the jewellery brands that occupied the jewellery counters of the shopping malls and the low-profile domestic jewellery brands did not know when they had quietly withdrawn; Cartier, Chow Tai Fook, Chow Tai Sang and other foreign-funded, Hong Kong-owned jewellery brands or Lao Fengxiang, Laomiao Gold and other places in the Mainland. Jewelry brands are still standing in the air.
"Yesterday, the CEO of a jewelry company talked to me on the phone, saying that the president, my jewelry store does not do it, of course, not to quit the jewelry industry, I don't want to be a jewelry store, I have to turn Selling jewelry online, the cost of a jewelry store is too high, can not be drawn. The jewelry market before 2012, just like the stock market in the previous period, like a good stock market, as long as you step into this circle, fools can make money. But now it is not working. Traditional jewellery business is getting harder and harder. Many jewellery companies hope to adapt to the new normal of economic development as soon as possible and find a new model of industry development like Internet + jewellery." From the Jinan core business district super store jewelry counters According to Du Lei, president of the Shandong Jewelry Chamber of Commerce, it is not difficult to see that some small-brand jewelers operating in physical stores are indeed unable to support and have to look to the lower-cost network platform.
Then, can the new model of Internet + jewelry development become a lifeline for the jewelry industry? In this regard, the views of the industry are not uniform.
“I think that Internet promotion will help even those jewellery companies that are in desperate need of brand recognition or new enthusiasm. It is not very helpful for the marketing of old jewellery like Lao Fengxiang. We have so many district and county agents. There, isn't this more convincing than what promotion?†Niu Guoliang, general manager of Laofengxiang (Shandong) Jewelry Co., Ltd., who has many years of experience in the jewelry industry, insists that compared with the ethereal network, the jewelry store that focuses on customer experience is more Have a competitive advantage in the market.
It is understood that the total value of the national jewelry industry's output value is about 500 billion yuan. At present, the total amount of jewelry transactions completed through online channels is less than 1%, and this disparity accounts for some traditional jewelry enterprises with good market share. Choosing to keep offline store transactions is not optimistic about the future development of online trading platforms.
At the same time, however, many large-scale enterprise groups outside the jewelry circle or jewellery companies that have tasted the sweetness of online jewelry trading platforms at home and abroad have accelerated their staking at all costs. In March 2014, Gome, the earliest home appliance chain in China, did not hesitate to enter the gold market with a high price of 100 million yuan per year, and strive to build an online gold platform – the multilateral gold capital. In September of that year, the price of gold jewelry announced in Beijing's old-fashioned gold shop Caibai was 298 yuan / gram, and the price of Hong Kong-owned brand Chow Tai Fook gold jewelry exceeded 300 yuan / gram. The price of gold in the multilateral gold capital was only 198 yuan / gram. For the online jewelry trading platform, the "low price" label is firmly attached, so that some ordinary jewelry consumers can see more hopes of realizing the dream of wearing jewelry. In 2010, the Diamond Bird website sold a carat of 2 million carats online. In 2012, the sales volume of the “Double Eleven†Singles Day of the Colan Diamond Tmall flagship store exceeded 20 million online trading records. Frequently refreshed, and some of the spurts of WeChat or corporate APP platforms that attract a large number of venture capital funds in the short-term to spur the jewellery market, so that more and more domestic jewelers are on the needle-line Jewelry trading, is it a chicken rib or a steak?
“Now jewelers are paying more and more attention to the online trading platform. We are preparing to hold the China Northern International Jewelry Exhibition and the 2015 International Jewelry Industry Internet Conference at the Jinan International Convention and Exhibition Center from December 25th to 28th. The most concerned about the merchants is not the traditional jewelry exhibition, but the jewelry industry networking conference. This is why we have to make up our minds to make the Internet conference the main reason for the innovation of this international exhibition event. Nowadays, many people are eager to sign up. The jewellery merchants called to consult – did the time for the Jewelry Industry Internet Conference be fixed?†In Du Lei’s view, most jewellery companies now have a clearer understanding of the role of online trading platforms, and the development of Internet + jewelry innovation Spring has arrived.
During the interview, many industry veterans said that at present, the jewelry industry has judged the development trend of the industry or the company made major decisions. There is a "hidden rule" that is unwritten but basically recognized by all, that is, the mainland enterprises look at the port. Taiwan, Hong Kong and Taiwan enterprises look at Europe and the United States.
"As far as I know, the online transaction volume of a well-known jewelry brand in the world has reached the scale of 3 billion yuan per year. Although the current proportion of the total online jewelry trading platform is not high, some well-known jewelry websites. Or the growth rate of jewelry trading volume of professional APP can not be underestimated. Therefore, I believe that through the combination of online and offline, the development of up and down interaction should be the general trend of the future development of the jewelry industry.†Referring to the online jewelry trading platform, it has passed in recent years. Wang Lin, the director of Century Jewelry Operations, which has achieved a large number of accurate marketing cases and achieved outstanding performance, fully attaches great importance to the disruptive changes in the existing social ecology and people's daily life through network penetration, and takes into account the online and offline common development in actual operations, or It will help jewelry companies to seize more market opportunities in the future market competition.
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