Road to games or high-end jewelry Club marketing breakthrough?
As Kee jewellery extreme peak VIP clubs, King Ka Dai jewelry jewelry Club, Shenzhen, Hangzhou “Club” concept store opened one after another, high-end jewelry Club models becoming climate in the country. Industry sources, Guangzhou’s first high-end jewelry Club is completed in the second half of this year.
The emergence of new business models, in the jewelry industry has attracted wide attention. Industry there are two different voices: some people believe government grants for small business that high-end Club jewelry on the market in China is an important breakthrough, can drive the formation of domestic high-end brand, while others think, high-end in China will have to kill a way to clearly difficult, final but short-lived marketing game.
Missing brand cultivation period precipitation has been too long
Marketing Manager Wang Yuan fu jewelry trading in Shenzhen Headquarters on Saturday told reporters that the high-end will open early, often dependent on the original accumulation of business owners and the management network, to provide members with private room in a circle for appreciation, communication and jewellery. By real comparison, after talks form, appreciation of the Exchange, after a certain reputation in rich ring, gradually attracting, aggregation, and invited a group interested in jewellery, jade, high-end consumer group, which opens the situation.
Development of an enterprise could not rely solely on a small circle of power, the next task is how to attract and cultivate new high-end VIP clients, and access to these customer trust, mouth make circle more. This process long-term, high upfront investment costs, barriers to growth prospects uncertain business no doubt there is a considerable difficulty.
Zhoudafuhua southern General Manager Li Guoqiang believed that high-end consumer culture is not easy, do high-end market first to clarify what is a high-end customer. Popular terms, with single consumer consumption capacity of more than $ 200,000 is described as a high-end consumer group. In the meantime, this part of the rich or a choice to Cartier, Tiffany has a long history of international top brands to buy jewellery. Even jewelry can provide good service and it is a good product and do not have the appeal of the brand, it would just be in vain.
And runs a high-end clubhouse is like operating a luxury brand, there is a long wait. For most wanted to earn quick money domestic brands, this road is clearly not good to go.
Difficulty 2
Lack of design team only “processing”
Clubs are different from ordinary shop, its orientation relatively high-end target customers. Consumption psychology and consumption habits of these groups, and ordinary people are not the same, their purchase price and the value of the goods is more than unusual items, so clubs to have the collection value of the goods and investment value of kelamei drill, the senior Emerald and one senior jewelry.
However, off-the-shelf high jewelry is actually far failed to meet the needs of these high-end customers, advanced jewelry precision customized products is the final appeal of high-end customers. This would require the enterprises try walking Club mode must have independent design teams and manual workshops, customized for customers to create unique, high-end product at any time, even inviting internationally renowned designers from time to time for Club VIP customer tailored jewelry styles. In the process of costly design fees and charges, is by no means the general store of general consumers can bear.
The best handmade workshop of the world, such as accessories and jewelry square Lemari é square Desrues, feather ornaments, embroidery workshop square Goossens, Lesage, gold and silver ornaments ornate square Guillet sth Are professional bodies have such advanced customization capabilities. If you want to take the high-end routes, “custom” is absolutely indispensable, the high order will be the future development direction of the jewellery industry.
However, it is regrettable, at home, this independently designed jewelry Club system has not been established, China jewelry industry on the current understanding is still at a lower level of customization. Many people believe that customers will be selected by Italy of raw stone, coupled with their choice of style, 1 unique wedding rings come out, this is called “custom”. However, the meaning is far from being tailored to stop here. In fact, today in ordinary jewelry stores, and experience Centre can enjoy this service. From a certain sense, primary customization can only be described as “processing”.
Industry voice
Square jewellery on the marketing of China’s major breakthrough
Senior people in the industry for high-end jewelry Club Han models gave a high evaluation, he noted that China jewelry market strong, to fast double digit growth every year, but high-end market has always been foreign jeweller firm control, domestic brand is difficult to contend with. But this does not mean that Chinese brand completely lost opportunities, this huge consumer market is the local brand in China’s biggest advantages, many international big-time and jewelry are factories in China, China has no problems on the technical level, currently lacking is the capacity of internationalization operation and very good business model.
It is understood that China jewelry retailing model comparison of single, services also stop at simple recommended in the early stages, this compared with developed countries still have some gaps. Club models to increase the current level of service to another level, from the supply, design development, production, let the customer enjoy to a one-stop service, is the jewel in the marketing of a breakthrough with milestone significance.
The opposition limited customer of niche decision development space
Chao Acer market Department opinion, high-end jewelry is advocated by the new model, but vulnerable to a mere formality and hype, “clubs tend to open in more remote areas, companies can endure loneliness, whether in business are problematic, not to mention grow. Customer of niche decision limited its development space, into mainstream industry. ”
Fu Wang Yuan analysis on Saturday, clubs can provide comprehensive service and honor of traditional store experience is difficult to compare, lessons and learning but higher-end line, which will assume greater risk and cost, and its development trend is hard to see. Many brands of practice is now, select the existing retailers play “Club” concept to allow specific VIP service area, specialized services for VIP customers, can also play a role in raising the level of service.
CHOW Tai Fook Li Guoqiang, said jewelry Club can go through, the specific case depending on the city. Beijing, Shanghai, Guangzhou and Hangzhou each consumer consumption habits and values are not the same. Overall, the high-end clubs present market space is limited, which is still at an early stage of exploration.