A post-90s entrepreneur follows the fashion culture, creating a film and television IP jewellery, self-developed jewellery "Elves", which is a collection of spiritual beliefs. After the debut of the 2016 National Double Week, the order is full. A designer who has worked hard for more than 10 years in traditional jewelry enterprises, seized the opportunity of industrial transformation and upgrading, and became a well-known independent designer in the industry. A jewellery company that used to be a wholesaler at Shuibei, actively embraced the Internet and eventually achieved a 300% annual sales increase. ...... The market downturn brings the winter of the gold jewelry industry. The shrinking of physical stores, the decline in sales, and the withdrawal of jewelry in the showcase of the jewelry city have occurred... How does the industry break through the predicament? Accurate market segmentation to create a custom-made "small and beautiful", design-oriented to enhance brand value-added, embrace the Internet to reduce the intermediate links and benefit the consumers, identify their own advantages, carefully crafted with the spirit of artisans... gathered in the water of Luohu District The gold jewellery companies in the Bebu heart area are making an attempt. 70%-80% of companies face challenges Log in to Taobao Mall and enter the “Zhongtan Jewelry Shopping Mall†page. The line of sight is immediately attracted by the full screen of emerald green. From the green jade egg noodles to the finished ring necklace, there are many choices in the mall, and the price ranges from a few thousand yuan to several tens of thousands. The identity of “Four Diamonds†and “Gold Seller Certification†illustrates the credibility of the merchant. In the time of attention to the page, there are a number of "babies" marked "sold". Zhongtan is a jewelry company in Luohu Shuibei. Zhu Lijie, general manager of the company, told reporters that in 2012, because of the resource advantages of mining in Tanzania, Zhongtan opened a stall in Shuibei. “Do a little wholesale, wholesale jewelry to retailersâ€. “Wholesale raw materials†is a very representative model of Shuibei, and it is also the model that started at the beginning of the Luohu gold and jewelry industry. Luohu Economic Promotion Bureau Industry and Trade Branch Hu Huchang introduced that Shenzhen's gold and jewelry industry has only developed for more than 20 years, but because of the developed market, it will soon become a full-scale wholesale processing center. Taking the express train also drove a group of gold jewellery companies and bosses to enjoy the bonus. In August 2004, the Shenzhen Municipal Government set up a gold jewelry industry gathering base in the Shuibeibu heart area. The base has developed rapidly, the agglomeration effect is obvious, and its influence is expanding. At present, the region has gathered 2,100 corporate jewellery enterprises and more than 1,300 individual industrial and commercial households with a total transaction volume of more than 100 billion yuan, accounting for 50% of the national wholesale market. It has become the national gold jewellery manufacturing and manufacturing center, information exchange center and display transaction. center. Hu Kechang introduced that the gold and jewelry industry in Luohu is still a preliminary stage, and the low value-added enterprises selling raw materials account for the majority. In the process of development, Luohu's gold and jewelry industry is also lacking. At present, Luohu has a total of 21 jewellery categories “China Famous Brandâ€, 23 jewellery “China Famous Brands†and 26 jewellery categories “Guangdong Famous Brandsâ€. More than 20 companies have more than 200 jewellery chain stores across the country, covering most cities across the country. The district's Baijue, Jin Dafu, Zhou Dasheng, etc. have been well-known. The gold and jewelry industry is an industry that is greatly influenced by the outside world. Zheng Wenhong, vice president of Shenzhen Jewelry Designers Association, believes that in 2016, the industry is welcoming the cold winter, 70%-80% of enterprises are experiencing the test, and the traditional extensive industrial model is facing an impact. Focus on "small but beautiful" In 2015, the total sales of China's jewelry retail market exceeded 500 billion yuan, of which gold consumption exceeded 1,100 tons. As a major country in the global manufacturing and consumption of jewellery, the level of jewellery design and crafts continues to increase, and the consumption potential of the jewellery market continues to increase. At the same time, the jewellery industry has too much homogenization capacity, the jewelry professional market is over-built, and the retail market has too many sales outlets. The jewelry industry faces many difficulties and faces great challenges. The winds of transformation and upgrading are also increasingly pressing the enterprise, especially in the operation of “small stallsâ€, Zhu Lijie feels the pressure of business. "On the one hand, the economic environment is not good and some policies have affected the market capacity, especially the increase has not increased; on the other hand, competitors have poured in, and the homogenous competition is serious, which makes the products hit the price war. Under the influence of the price war, the profits are affected. Seriously squeezed, it is foreseeable that the future trend is not optimistic, and the transformation is imminent." Due to the impact of the big environment, there have been many cases in which the terminal store closed, which has affected the wholesale business of the upstream supply, and also affected the sales of the processing plant and raw material suppliers. The industry downturn has also directly led to a reduction in the number of orders for jewelry designers. Zhu Lijie said with a smile: "Now in Shuibei, if you are willing to pay for jewellery, the store may be willing to give you a 5% discount on the cost. Selling is better than pressing the goods." For consumers, is demand weakening or preference shifting? “We have done a test some time ago and found that a phenomenon is that many consumers actually have almost all the gold reserves. They prefer fashion models. Like the previous 'Shuang Chuang Zhou’ in Shenzhen, there is a 'elf' show. There are a lot of on-site sales and inquiry." Zheng Wenhong said. “The consumer groups in their 40s and older have higher requirements for jewellery. They are no longer only pursuing gold, but more about the design and appearance of jewellery; after 90s, the consumer groups themselves tend to be fast and fashionable, for valuable materials. There is not much preference; most people's consumer needs are personalized, and the products displayed in traditional end-stores have no way to meet the needs of these different consumer groups." Times are changing, capturing or cultivating new consumer demands is the key to success. Zheng Wenhong said that when some big companies are facing difficulties, the “small and beautiful†enterprises that focus on accurately segmenting the market, designing and enhancing brand value-added, and actively embracing the Internet will find their way. Design, technological innovation and embrace the internet In a short time, Zhu Lijie made two major transformations to Zhongtan. “In 2012, we turned the channel to e-commerce. At that time, it was the dividend period of e-commerce. Many people started to move from physical stores to e-commerce. There were 190,000 jewelry stores in Guangtaobao and Tmall B2C and C2C. Our annual turnover can reach 20 million yuan. The Internet has its own characteristics, jewelry with design sense, or the 'small and beautiful' that can adapt to the segmentation population can survive, and most other companies are fighting for price. Service, but nevertheless, only 5% of the 190,000 stores can live. Channel transformation is an easy task, and more and more manufacturers are moving their stores to Tmall. The competition is becoming more intense. There has been a price war in physical stores," said Zhu Lijie. At that time, Zhongtan had already achieved the second place in Taobao Tmall, but it also gradually survived. He began to transform again. With his own more than 100,000 fans and high praise, as well as his expertise in jewelry identification and rich offline supplier resources, Zhongtan repositioned himself to reinvent the model and transform himself. Become a platform enterprise. “We are now positioning ourselves as a user-friendly filter. We filter according to user needs and provide users with cost-effective products. At the same time, we cooperate with quality services to achieve a 300% increase in turnover.†In the process of transformation and upgrading, a widely recognized tool is design. Whether it is a design team or an external designer studio, the design has received extensive attention in the industry. Shenzhen Panyan Jewelry Design Co., Ltd. is well-known in the industry. Designer Pan Yan said that he has been engaged in the jewelry industry for more than ten years. Since 2013, he has set up a company specializing in design, both researching and developing design products, and designing for brands all over the country. And production. “Shenzhen used to be processing-oriented. At the same time, it also carried out some research and development at the same time. However, the design and development capabilities of the factory can no longer solve the problem of terminal research and development, and we independent designers can make a difference.†Zheng Wenhong believes that personalized design and Internet marketing ideas can be promoted. “We try to do some new ways, such as fast fashion jewellery IP, cooperation with stars or 'net red', so that each jewel has a richer mass and fan base. In addition, 10,000-100,000 yuan through the Internet High-end customization of the price range, consumers can buy raw materials in trusted businesses, we provide design and production services, customized into jewelry, this demand is great." Lin Fan, who was originally a jeweler, was a 90-year-old founder of Creation (Shenzhen) Cultural Development Co., Ltd. with his friends at the beginning of the year. After team research, they found that the film and television IP was highly sought after by young consumers, so they targeted the young people in the 70s, 80s, and 90s. The products were designed with colorful treasures and pearls ranging from 400 yuan to 1,000 yuan. . In the 2016 National Double Week, their product "Elf Anel" was popular at the scene, and orders came along. “We mainly design this product according to the image of female entrepreneurs, and give it spiritual meaning. In design, we also pay attention to the fashion trend of young people, thus inspiring consumers.†In addition to design and the Internet, Shenzhen, which is ahead of technology, is no shortage of companies that use technology to stand out. Introduced by Hu Kechang, including the "10 Hearts and Ten Arrows" new patent cutting machine with 81 facets and the new diamond inlay technology independently developed by Yuanhemei Industrial Co., Ltd., which can magnify the effect of diamonds by this technology. /3. “Overall, there is still an advantage in the transformation of the Shenzhen gold and jewellery enterprises. Although many companies cannot reach the full-category brands like Chow Tai Fook and Chow Sang Sang, they are focused on a certain category and exert their strength in a certain field because they understand their own advantages. This makes it easier to open the gap." Jewelry industry chain needs to be perfected Design and high-end customization are also the direction that Luohu District hopes to promote industry support. Hu Kechang introduced that Luohu has introduced a number of supporting policies for industrial development. Among them, the financial support for the gold and jewelry industry is about tens of millions of yuan each year, which stipulates the transformation and upgrading of enterprises, design and development, designer support and market expansion. In addition, there are specific policies on intellectual property rights, standardization and brand chain. To enhance the design, we must pay attention to the designer. Zheng Wenhong believes that the government's financial support should pay more attention to the designer. Now there are many designer brands in Luohu, but if you really want to do it well, it may take some time to build it. In this process, you need funds. To maintain, the government can provide more support for this group. In terms of using e-commerce, he believes that there are too few people doing jewelry product marketing, and that real venture capital companies are also lacking, which requires some policy guidance. Pan Yan hopes that the government will pay attention to the pain points of enterprises and enhance the industrial atmosphere. Zhu Lijie believes that the government's patent protection for the gold and jewelry industry should be really good. “If you want to do more, you may want to train entrepreneurs to improve their understanding of the business.†Sun Jie, director of the Center for Contemporary Jewelry and New Culture of Tongji University, believes that the lack of industrial chain and lack of industrial ecology in Shenzhen and even China's jewelry industry. In foreign countries, due to the relatively mature development of its own industry, there is no large-scale industrialization of jewelry production, so its development of the entire field has formed a good relationship between education, humanities, cultural institutions, commercial sales, industry, etc. Ecology. The jewelry industry in Luohu is still too single. There is only industry, and there is no industry related to jewelry. In Shuibei, it may not only require large jewellery companies, wholesalers, suppliers, but also education, promoters, media, and fashion industries.
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