Product Jewelry Pressure Restructure Business Pattern

< p > an international jewellery group. One is the newly established custom brand for wedding rings. The fierce competition between the old and new business models reflects the surging trend of the jewelry industry.

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< p > relevant data show that in 2012, the sales of China's jewelry industry increased by only 19% over the same period last year, while the increase in 2011 was as high as 40.7%. In addition, according to Zocai jewelry statistics, 70% of the more than 20000 jewellery stores in China were at a loss in 2012.

In stark contrast, customized jewelry brands, representing the emerging forces of the jewelry industry, are emerging.

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< p > "in all jewellery, gold accounts for half of the total. Sales of diamonds are about 100 billion yuan, of which sales of wedding diamond jewelry are between 500 and 60 billion yuan."

Cao Lin said that unlike countries such as Europe, Japan and other custom wedding rings, the proportion of custom made wedding jewellery sales is less than 1% in China's current market.

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Li Weihua, a well-known domestic franchise expert, told reporters that customization is not new in China's jewelry industry. For example, "old Feng Xiang" was started by customization. P

"Nowadays, customization is a major trend in jewelry industry, and the products produced in batches are of no value.

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< p > it is understood that a group of traditional jewelry manufacturers including Zhou Dafu and Lufu jewelry also own diamond customization business.

But Cao Lin emphasized that the traditional sales mode of BLOVES and Lufu jewellery, such as the traditional product sale mode, is divided into two seasons each year, producing hundreds or even thousands of pieces each, which is totally different from the counter sales across the country.

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< p > < strong > reconstructing the business pattern < /strong > /p >

< p > in fact, it is not the BLOVES company that sees the potential of jewelry customization.

At present, the world's largest jewelry business Blue Nile is built with customized diamond.

After that, a number of jewellery providers such as Bao Long net, Zocai, diamond bird and so on emerged in China.

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< p > what is personalized customization? For this problem, "new forces of jewelry customization" have different understanding and different points of effort. For example, Bao Long net hopes to avoid custom-made material restrictions. Besides making diamond customizations, Bao Long net has also set foot in the custom of colored gemstones and jade stones.

But no matter what, they go all the way: rebuilding the business structure of the jewelry industry.

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< p > industry experts told reporters that most of the traditional jewelry enterprises in China have been selling according to the traditional products for decades. This kind of complete seller's market behavior has the advantage of large scale production, low cost, less time consuming and large quantity of goods distribution. The drawback is that it is difficult to meet the increasingly exclusive and personalized demand of consumers.

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< p > Cao Lin said that if the traditional wedding sales are the original mode of "delivering the money hand in hand", then the custom wedding story with love story advocated by BLOVES will pay more attention to consumers' psychological experience and individual consumption, and describe a completely different business model for the industry.

"This deep customization completely subverts the homogenization of mass production in the industrial era, reducing the original meaning of the wedding ring consumption."

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< p > < strong > online and offline competition < /strong > < /p >

< p > competition with business mode is the competition of channel ends.

Recently, the enthusiasm of traditional jewellery predators has increased.

In 2011, Zhou Dafu indicated that he planned to add 100 new stores every year in the next 10 years. Zhou Shengsheng also plans to expand the speed of 20% new stores in the mainland every year.

The industry believes that this will lead to greater pressure on the capital chain of jewellery Giants: according to the scale of a shop 100 to 150 square meters, a shop should spend at least $45 million, plus rent, decoration, labor, promotion and other costs, and each store should invest at least tens of millions of yuan.

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< p > Cao Lin does not agree with the traditional channel competition mode. "Jewelry business mode under the new situation requires consumers to understand you and need you, so that they can find you, which is more sensible than building money everywhere."

The strategy of BLOVES is to let consumers understand the order of information online, and the key is to increase the sales volume of single stores, rather than blind shop expansion.

It is better to focus more on concept propaganda and online drainage experience.

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The idea of "P" has also made BLOVES far away from the expansion of franchise.

"Every customer's requirements are different, and each product should be specially designed and customized. Therefore, it is necessary to adopt intensive direct farming."

Cao Lin said.

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< p > while Bao Long network has gone to a more pure B2C Road, there are no offline stores.

"Bao Long wants to take a completely new business model -- working with offline jewelry retailers."

Ding long, founder of Bao Long network, said Bao long wanted to move its online customization system to jewelry retail stores, and moved the jewelry to the next line through cooperation with retailers.

This seems to be a good solution to the problem of homogenization of finished jewellery.

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