Zhou Shengsheng "Change Face" Plan To Optimize Online "Breakthrough"

Reporters learned that Zhou Shengsheng network jewelry store through a variety of ways to enhance their store experience.

For the first time customers in Chow Sang Sang's jewellery store, the first time to buy a full 2000 yuan can enjoy 100 yuan cash discount, and a "Diamond private guide", "500 yuan free shipping", "PICC pport insurance" and WeChat, micro-blog and other APP to enhance store experience and brand promotion.

Reporters interviewed Chow Sang Sang Shanghai related stores but found no discount information.

Moreover, Zhou Shengsheng's after-sales service and product quality were once criticized by some consumers.

In August 16th, the Beijing Morning Post reported that there had been two rings of disengagement from the consumers who had purchased the Chow son's counter.

And when the woman contacted the store, she was hit by a "no refund" reply.

Zhou Shengsheng group said it did not anticipate that the business environment would improve in the second half of this year, and that inventory would be monitored accordingly.

The group will continue to restructure its branch network to match the changes in consumer buying patterns and orientation, and will carefully review the renewal of all branches to ensure that the renewal is in line with strategic and economic benefits.

The group plans to reduce the store area of the branch.

At the same time, the group will continue to open new stores in China, plans to add 22 branches in the second half of the year, and has several branches reloading and closing.

Although the economy is slowing down, consumers are becoming more sophisticated. The Group believes that differentiation can lead to growth opportunities through product and brand differentiation.

Because of the increase in online sales, the group is committed to providing seamless customer experience.

Reporters combing the relevant information found that as early as in 2010, Beijing industrial and commercial bureau exposed 56 problems jewelry, Zhou Shengsheng (China) Commercial Co., Ltd. Beijing branch produced "Zhou Shengsheng" 18K gold bracelet was detected gold content is not up to standard.

In addition, Zhou Shengsheng has also been exposed "18K gold bracelet wearing a week break" "diamond ring two loose drill request for new rejected" "premarital gold necklace broken two times" and other issues.

Reporters combing relevant information found that Zhou Shengsheng

The 7 day free return policy is implemented.

The application for returns over 7 days is decided by Zhou Shengsheng according to the circumstances.

The reporter then visited the Zhou Shengsheng store in Hong Kong's Heng Lung Plaza and the Zhou Shengsheng store at the first department store in Nanjing East Road. The salesperson told reporters that Zhou Shengsheng shop could provide cleaning, repair and renovation services, but it would not provide replacement service in general.

"Jewelry market is like this."

A shop assistant said.

Hongkong's retail industry has been on the decline and has been declining for 16 consecutive months.

According to the latest data, Hongkong's total retail revenue in July dropped by 7.7%, jewellery watches fell the most, and its retail revenue fell by 26.2%.

Including Hongkong's four largest local jewelry retail listed companies including Zhou Dafu, Xie Ruilin, Zhou Shengsheng and Lufu group.

The result is frustrated because the number of mainland tourists is decreasing and purchasing power is decreasing.

At the same time, reporters also learned that in recent years, a large number of shops opened in the mainland of Hongkong.

Businessmen seem not to have tasted any sweetness.

Take Xie Ruilin as an example, the company implemented expansion plans in the mainland, including 49 new stores last year, accounting for 1/5 of the total number of mainland stores, but the mainland's retail business grew by only 2.3%.

Zhou Shengsheng pointed out in the earnings report that the total turnover of the mainland of China was HK $3 billion 744 million, which is similar to that of the same period last year.

Same store sales growth decreased by 5%.

In the first half of the year, 16 branches opened and sales networks were distributed in 105 cities.

8 branches were closed because they did not perform well.

At the end of June, the total number of mainland branches was 351.

Xie Ruilin jewelry said that since the beginning of last year, the group has implemented the "shop changing shop" strategy and has achieved initial success. The group will continue to strategically shift the shops from the tourist boom area to the residential areas and the railway lines, or increase the local tourist source and enhance the operational efficiency, but still retain a certain number of shops in the tourist area and serve the passengers from different countries.

Zhou Dafu said that, as of the end of March this year, Hong Kong and Macao tourism areas accounted for 73.4% of the overall retail point, in the 2017 fiscal year, Hong Kong and Macao market will consider closing about 7 to 8 main retail sites in the tourist area, but if there are good opportunities in the residential area, Zhou Dafu will also consider opening.

In this regard, Bu Anxun, founder of the big think tank, pointed out that the jewelry industry is facing changes from product to business mode.

On the one hand, the product end is no longer material plus basic technology, but new technology plus personalized customization.

On the other hand, consumers' trust in merchants no longer rely on the shops and advertisements on tall buildings. Instead, they need to establish new trust relationships through new channels such as the Internet, and form a new jewelry consumption culture through product innovation.