Native Jewelry Luxury "No Culture" Or How?

In recent years, local consumers have increasingly strict requirements for jewellery products in terms of quality, technology, style and after-sales service, and are more keen on brand jewelry consumption.

In the past, jewelry consumption was often a symbol of identity and wealth, and now more emphasis on spiritual feelings.

It is also more urgent for local brands to enhance their competitiveness from the cultural attributes and added value of products, and from the companies that run luxury products to local luxury brands with overall brand image.

Discussion on whether local jewelry brands are luxuries.

The position of local jewellery brands is very awkward in this discussion. First, the product itself is in line with the "consumer goods" with luxury, "beyond the scope of people's survival and development needs, with unique, scarce, rare and other characteristics". However, the analogous value of European brands is not ideal in terms of brand culture, decoration art and brand image.

Luxury is different from general consumer goods and even fast fashion products. Scarcity is only part of it, and numerous added value is more attractive to consumers.

Local brands are now mainly covered by mass consumption, including raw material investment in some investment collections. For example, in the past two years, many consumers have rushed to buy gold bars, and once bought shop stocks, but they have not yet cultivated consumers' cognition of luxury purchases.

The biggest advantage of European and American mature luxury jewelry brands relative to the local jewelry brands that stay in mass consumption is that the profits created by equivalent materials can be much higher than those of the latter.

This result depends on the dissemination of brand culture and the innovation of design process.

However, the homogenization of products, the lack of distinctive iconic works, and the neglect of market demand for personalized demand are also being criticized by local jewellery brands.

Relying on mass consumption, a successful brand still needs to bear a huge pressure, that is, the huge number of stores.

Zhou Dafu's success in the top ten of the list is also an important reason.

Since the test of the mainland market in 1988, Zhou Dafu has opened more than 2000 shops in nearly 500 cities, and this figure is still growing.

At home

At this stage, there have been problems of overcapacity, oversupply of professional markets and surplus of sales outlets. Zhou Dafu's success can not be duplicated, and it is also more or less reduced to some extent.

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Obviously, while occupying the mass consumption, the real product line that suits the luxury market gradually is the problem that local jewelry brands must consider at this stage.

This period not only needs to increase originality, design and individualized product development, but also is important for brand culture and brand image building.

In the war of brand communication,

No doubt it is the focus of the near future.

The complete works of the TV play "carat lovers" revolved around the Tesiro Diamond Corp. The audience also found the jewelry brand in the same name, which made more people know about chanting jewelry.

Although the plot of the TV drama has been repeatedly tucking out on the social platform, it has questioned the establishment of the jewelry company's workplace. At the same time, there is no three-dimensional understanding of the brand culture and image when the brand name is heard frequently, but this implantation is natural and unblunt with the plot, and has been successful in expanding the product's popularity.

In the end, this group of dozens of "big ads" will attract many customers to enter the shop, but also need time to confirm.