Nowadays, luxury goods continue to be sluggish in the Chinese market, and luxury goods represented by jewellery have to develop new markets. This has to be said: they have caught up with a fairly good era - after 80s and 90s, they became markets. The main force of consumption - although not the main consumer of luxury goods, who can guarantee that they are not ten years later? The occupation of young people is to occupy tomorrow.
The question is: How do you get these 80, 90 people who have strange ideas and say "eat the soil", "hands", "late lazy cancer" and other Martian words?
"Young people are the hardest to get it!" Like the adults in Little Prince, the brands will make such screams. And in China, aren't they all aunts to grab gold? Are not all jewelers buying local tyrants? What about our young people? That's right, the jewelry industry is planning this way: not only to be related to you, but also to be very relevant.
Personality
Tell your story
Cartier Cartier once told a good story: the "cross" bracelet that symbolizes the love story of the Duke of Windsor. The back of each cross is engraved with the date and the love and intimacy of the two, representing the important moments of their life from 1933 to 1944.
Probably inspired by this, Denmark has a strong jewellery brand in recent years: Pandora Pandora, the slogan is "UnforgettableMoments" - an unforgettable moment. It sounds a bit like Kodak's advertising... In any case, under the brand's proposition, the core of Pandora's products is: DIY belongs to your own bracelet, which will represent a certain moment of stringing a little bit of sand into a tower, and eventually become a complete string. . To this end, Pandora also launched an app: consumers can design bracelets through the APP, but also share design ideas and related stories.
This move is very effective, Pandora maintains a year-on-year increase of more than 30% in sales when the luxury market is in a downturn. Sales have proven this: young people eat this.
2. Interaction
Know your consumers
Luxury goods have always been the existence of "a few people own, most people are eager", but to approach young people, this trick does not work. - OK, you are willing to end up there, we are not caring. Consumers have not recognized this form of communication.
Brands must understand the new generation of consumers: know who they are, what they love, what they hate, because of what they are moved, why they are happy... and such deep understanding can only be gathered in real interaction.
We should take a deeper understanding of young people's views on various issues such as success, fashion, idols, and various situations in which jewelry is used. In various ways, we can find young people's attitudes and attitudes, and it is best to let young people Participate in the design and production of jewelry, let them feel their sense of accomplishment and uniqueness.
3. Channel
Go to a broader market
In the past, people who wanted to buy jewelry could only learn about product information through shopping guides. Now, as long as they go online, they can get all the information about price, gem quality, designer background, let alone the young people are almost all heavy users of the network. A huge challenge for traditional jewelers is that the number of passengers in traditional mall counters has decreased. “The purchase channels of products such as apparel shoes and bags have changed, and some have been purchased on the Internet, which has affected passenger traffic.â€
The other side of the challenge of online shopping is that unlike offline sales, the Internet makes sales across geographical limits and directly targets the global market, which means greater market space. Quickly present the designer's carefully designed works, just enter the official website and browse the real-time order with one click.
Q: Send a gold bracelet or send Kindle
After visiting a lot of jewelry counters with his girlfriend, Mr. Li originally planned to give his girlfriend a gift from a gold bracelet to a jade bracelet. "It looks too 'old', I don't like it very much." For 28-year-old Mr. Li, it is also spending thousands of dollars. He would rather replace this gift with something more cool and interesting.
If you pay more attention to it, in the past three years, whether it is a department store or a shopping center, jewelry has always been an important category, and few new brands have joined. Drones, balance cars, wearable devices and other products that look cooler and more interesting have become the new favorite of shopping malls.
Since 2014, the overall sales volume of the jewelry market has shown a significant downward trend. The attitude of consumers like Mr. Zhang is already very common. The younger generation will care more about the experience and sentiment brought by consumption. They are not willing to just “ The brand "pays the bill.
A more extreme example is that Tiffany & Co, the most well-known jewellery industry, recently released its first quarter 2016 earnings report, showing that Tiffany's global net sales fell to $891 million year-on-year. In response to new market consumption trends, Tiffany began researching new products. Since last year, Tiffany has struggled to break away from the “gift†label in the brand image for 180 years. It is more suitable for everyday wear and is easier. You can buy it for yourself instead of giving it away. This actually represents a trend in current jewelry.
Q: "Our motivation for consumption has changed"
According to recent market research data, nearly 48% of the 5,000 respondents said that they pay more attention to jewelry design. The rest are jewelry quality, after-sales service, etc. The traditional concept of “preserving value and adding value†is declining.
“Our motivation for consumption has changed.†The vice president of the Guangdong Jewelry Industry Association said truthfully. The motives of consumers to purchase jewellery in recent years have changed significantly. More and more consumers choose to wear jewellery on a daily basis, paying attention to matching clothing and image quality.
The luxury market is sluggish. In the past, brands that have a significant share of the market are actually more worried about the lack of control over the future market. And the reaction of some niche and designer jewelry brands in the market has become better.
At the beginning of April, Zhou Dongyu’s jewelry worn in a reality show was highly praised and became a brand promoted by many fashion bloggers. The brand called ApmMonaco is a South France jewellery brand founded in 1982. The design style is integrated with the characteristics of Monaco and France. The jewellery is made of pure gold, silver, precious stones, crystals and diamonds. The reference price on the official website ranges from 450 yuan to 5,000 yuan, and there are also a few million yuan.
“This actually has a higher requirement for the jewelry market. How can traditional jewellery meet the needs of the market in style design and materials, and design more lightweight, fashionable and easy-to-match clothing styles to absorb young people and have low purchasing power. Consumer."
Q: “The economic downturn has amplified the original market problemsâ€
"The price of jewelry on the market is too high now." Take the diamonds that have been popular in the past few years as an example. In just a few years, the price has been sold. Unlike handbags and ready-to-wear, jewellery brands rely entirely on creating premiums on the basis of rough stones. This premium has many factors and does not deny that it is market speculation.
“48% of consumers pay more attention to the design of jewelryâ€, this data seems to be the performance of the jewelry industry gradually mature. After analysis, whether it is diamond, gold or color treasure, jade, etc., the style repetition rate is very high, and there are very few products with design features. If there is a "explosion" in a certain season, there are many companies that follow suit, and it is difficult for consumers to distinguish brand symbols from styles. Some jewellery companies do not have their own factories, but go to other factories to OEM, purchase orders, the source of goods is consistent, there will be product similarities.
“In the past, there was this problem in the jewelry market. I valued the basic value of jewelry. There are too few people who are really willing to pay for the design. The current economic downturn is just a magnifying of this problem.†In the eyes of economists, with jewelry The emergence of new trends in market consumption, "the past consumer buying value, appreciation for the purpose of buying jewelry, which actually lost the most basic good-looking features of jewelry."
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