There is a saying that is good - it is difficult to become a forest, and it is spring. This should be a true portrayal of the future Chinese jewelry industry. In the future, it cannot be a brand, a model, or a style. The big one, the one big system.... Just like the big river and the sea, even under the calm water, there are waves, and there are various undercurrents in the big torrent. Each existence has its own reason.
In a word, the forward-looking bosses of our jewelry industry do not have to blindly follow the trend for a certain trend, insist on their own characteristics, adhere to their own personality, and constantly strengthen their own characteristics in adapting to the trend. Only then can they It is the foundation for the survival of enterprises, brands and businesses.
However, how to adhere to individuality and persistence in characteristics? How to ensure that your road selection is correct? This is going to follow me to seriously look at the problems and opportunities below.
First, the status quo of the industry:
The problems existing in the current industry are that everyone is going to take the difference and personalization, and know that the future will not be a different one. The differentiated slogan is very loud, but even if it is actually responsible. The brand enterprises also have insufficient performance in this respect, because the road to differentiation requires the accumulation of certain processes, such as the growth of teams, platforms, and management capabilities. Differentiation requires a corresponding atmosphere and corresponding environment. For example, to encourage innovative market environment, such as the protection of property rights against plagiarism, to make originality, to make differentiation more protected, and to make differentiation truly reflect the value it deserves in market behavior, which is conducive to the promotion of differentiation. The current protection is insufficient, and the value of differentiation in the market is also recovering. Therefore, the status quo is still obvious with the trend of weathering, homogenization and plagiarism. Especially in the field of micro-business that is widely attacked, a well-known micro-business wholesale center in Shuibei does not know. How many times have you been investigated, and the number of large-scale enterprises that do not know how many have been destroyed, but there are still continual plagiarists to go on.
In addition, what other B2C, O2O, mobile Internet, big data marketing, what fashionable follow-up? It seems that if you don't follow the trend, there is a strong sense of crisis that will be eliminated. Taking a tool and a means as a savior to save the industry, it is inevitable that it is inconsistent with the primary and secondary, and the cart before the horse.
Second, the urgent need to change the eve of the transition, confusion, stagnation and industry dilemma:
Before all the trends have come, we still live in the current pre-jewelry era of chaotic, chaotic and orderly jewels. All people will inevitably have many performances such as confusion, pain, confusion, helplessness and so on.
1. Active integration or passive integration, the feeling is completely different: when other red light is hanging in other domestic investment fields, capital predators are stepping up the eroding of the jewelry market, which is itself a market integration, compared to various small and medium enterprises. For jewelry store operators, if you do not actively integrate, you will be passively integrated or even suppressed. The pressure of investment competition is increasing, shops are closed or sinking to townships and community stores, and the market is shrinking. The difficulty of making profits continues to increase. In the absence of sufficient strength to support, in the face of standardized group-based competition, small and medium-sized bosses can only evade constantly.
According to industry insiders, nearly 10,000 jewelry stores have closed down in 2015, and the total number will reach nearly 30,000 in 2016.
Instead of waiting to be eroded by others, why not take the lead in uniting and unite in their fellow villagers to merge a small slab into a giant cooperative that rivals the aircraft carrier?
In reality, cooperation is easy to say, but it requires a multi-faceted attitude of cooperation and dedication. Although many jewellery practitioners have tried to do this, but too many people are taking the family as a bond. The scope of the group cooperation, opened a 30-50 stores began to call the group company, and will not be called the jewellery group!
However, it is also a joy to start to unite. It is also understandable to call it a group. But the real hope is to let go of the inherent thinking of the circle, to make bolder attempts and to take more scientific points. The cooperation within a larger scope will make the group companies in the promotion become truly competitive group companies. Don't stay in self-satisfaction and obscenity and miss out on development opportunities.
2. The systematic management of the enterprise and the construction of a competitive core team are not in the past: I have heard an influential processing predator in the industry, saying that I don’t need to build a team, build a team, use nothing, and still be in vain. It took a lot of money! He may have his considerations. As an influential big boss in a production-oriented company, I dare not criticize it, but at least it shows that in some big bosses, the team is wasting energy, financial resources, and not pleasing. Things.
It is not too cute to attribute the mistakes in management to the team. This conclusion is also a bit too unlovable. It also affects the follow-up of a group of small and medium-sized bosses who lack vision. This is not good.
A considerable number of jewelry bosses believe that the team, as long as the recruits, there are teams, so do not have to worry about the establishment, you can recruit now when you need it, I also dare not comment on this, because people are successful bosses.
I can only sum up my experience and the experience of successful entrepreneurs here. In the "No Thieves of the World" 10 years ago, Li Shu told us that the most expensive in the 21st century is talents, successful enterprises. The home is constantly calling for - the team is the core of corporate competitiveness!
As long as you have money, you can recruit people and build a team. This big dream should wake up. Those who have been hit by the reality will not tell their own voices. Do you Do you have to go through a bloody practice to wake up?
The team is not useless, but it is so useful. The reason why the team did not play its due value is not the problem of the team, but the boss's own problem.
With the team, we can talk about system construction. Without a team, we can't see the value of the system. Instead, we think that our consistent Dongyi hammer is the most timely and effective way of playing. This is the consciousness of many small and medium bosses. It is still very common.
This is the reason for the current standardized management, which is difficult for many small and medium-sized enterprises to achieve. The boss does not pay attention to it, the boss is too strong, and the individual feels too good. So, what is the use of the team? What is the value of the system? It will reduce efficiency!
3. Don't take the seduce of new technology as your main direction: As a trading company with no core, no advantage, no resources, it is understandable to shoot a place for a place. That trend, B2C, O2O, mobile Internet, big data marketing, micro-business team... seems to have also made a lot of money, attracting a lot of jewelry companies are also excited!
But as an aspiring jewellery company (no ambitions, no dreams are not here), don't be confused by this kind of harassment. Looking back at the current status of foreign mobile internet marketing, we can clearly find a problem, only The clever Chinese regard the micro-business as a great initiative to save the country and save the people. Others are still burying themselves in innovation and inheritance based on tradition - design, products, services, management, marketing - this is why international brands The invincible fundamental!
The malformed marketing and deceptive marketing of the Internet and the micro-commercial price are not heavy, but they have already had a great impact on all walks of life. But we must be soberly aware of the fundamentals of the matter, although the wave of the national micro-business is not small, but It is impossible to succeed, even if it is successful, it is only a special case, a flash in the pan!
Self-digging graves, drinking and quenching thirst, I believe you must know the stakes!
Third, the future must be an era of diversification:
Forward-looking companies and brands should also see that differentiation must be the basis for survival in the future. Differentiation, we must first talk about how to correctly understand the first aspect of differentiation. Differentiation is not just more than fashion, not just more than fashion, not just more than fine, but just more than emotion... relative to fashion. The classic is the difference; compared with the trend, the tradition is the difference; compared with the international, the national is the difference, compared with the computer, the manual is the difference.
When you say this, some people have opinions. Now, aren’t the jewelry fields going all the way to fashion, fashion, and international routes? Yes, that's right. This is the current status quo. Everyone is rushing to squeeze this road, so I think I can only find differences in this direction. Are national, traditional, old-fashioned and outdated really unpopular with the market? There are no valuable differentiating elements that can be mined?
Is China big? China's market is not big? Some Chinese people have already started to drive cars 100 years ago, and hundreds of millions of people still can't afford cars after 100 years. Let us talk about the following aspects from the following perspectives?
1. Looking at the diversity of commodity markets from the diversity of natural ecology: If we compare China's jewelry consumption market to a forest system, top-level creatures, high-level creatures, intermediate organisms, and grassroots organisms have different needs. And different tendencies, each field's own needs and characteristics have clear boundaries, the same is true for jewelry consumption. The greater the difference between the two levels, the greater the obstacles, the less intersection. In this forest, some creatures love the sun, and some creatures can't survive when they see the sun.
2. From the perspective of the vastness of the region, the diversity of the market may be: China is very large. It can be seen from the film "Lust Caution". In the Republic of China, the mainstream society was popular with diamonds. 15 years ago, China's Guangdong market was still golden. Diamonds have only improved in first-tier cities such as Shanghai and Northeast China. Ten years ago, China began to promote the colorful treasures. Four years ago, it finally set off its first wave of enthusiasm. Until now, China has gone from south to north and from east to west. From big cities to small cities, consumption concepts, habits, and tendencies are still in a long process of transformation and assimilation. In China's considerable share of the 2, 3, and 4 line markets, traditional styles and traditional crafts. Traditional materials are still basically mainstream. And in the next 10 years, it will still be the mainstream.
3. Look at the diversity of the commodity market from the individual growth of consumers:
Consumers' age, culture, geography, communication, and beliefs will inevitably present different consumption characteristics. The young leaders of the killing horse and international schools have completely different consumption characteristics. Consumers tend to consume at 30 and 50. There are great differences. The first-tier coastal developed cities and inland cities are different. The habits of most ethnic groups and ethnic minorities are also very different. Chinese scholars and Western-style culture advocates also have obvious differences in the accessories habits. .
4. Look at the diversity of commodity markets from the perspective of corporate growth:
The growth of a company and the promotion of a brand are closely related to the current foundation. Some enterprises have strong design capabilities, some have strong processing capabilities, some have strong packaging capabilities, some have strong enterprise channel operation capabilities, and some have enterprises. There are advantages in the first-line market, some enterprises have advantages in the third-line market, the growth level of enterprises and brands is not the same, the perceptions of fashion and trends of enterprises and brands are different, and the operational capabilities of enterprises and brands are different, which determines The market performance of a certain period is definitely diversified and cannot be exactly the same.
More reality or reason is enough to show that the future will inevitably be an era of diversified coexistence and common development of benign competition. I will not repeat them here.
Fourth, how to solve the problem of differentiation of enterprises or brands, how to go?
So how do you shape differentiation? There are quite a few enterprises nowadays, and personally feel that it is a superficial mistake in the differentiation of shaping!
You said that you are a Hong Kong brand, he said that he is a Fu culture brand, and that he said his own cultural brand, so-called wedding experts, so-called love witnesses, etc., it is really difficult for these brand planning and positioning experts and Enterprises, hollowed out the mind to make themselves different, have bright spots, such brand positioning is not too broad, is too thin, wide people are at a loss, can not grasp what the core; fine not hesitate to subdivide into the fine details of culture, can It’s okay to catch a cow's tail. The fear is that it is the tail of a mouse. It is not cute.
Well, no matter what the tail, the development period, it is good to catch it. However, please come back and take a look. The brand culture and differences are conceptually there, but there are several in specific performance. Really show the corresponding brand differentiation positioning?
Therefore, differentiation must be taken care of, not a slogan, a packaging style can take the overall situation.
How to proceed with differentiation should be discussed separately from the perspective of industry and enterprise. The positioning and responsibility of each role are different. From the guidance of the industry, relevant associations, institutions, and management parties should do a good job of guiding and guiding the diversity. Work, to form a certain atmosphere, from a business perspective, the personalized corporate mission and the specific implementation of the personalized brand strategy is very important, not just verbally, conceptually, in addition, around the brand positioning of products, Process, design, and conceptual differentiation are also clear and accurate.
In addition, don't completely pursue the "extra". In the field of jewelry, especially in the field of diamonds, the attributes of the products have already solidified. How much space can you play again, different, not completely different, but in "Datong" It shows “small differenceâ€, and the difference in brand can also be reflected from service, product, design, craft, culture and connotation, such as “jewelry with storyâ€, natural pair, forever mark Inseparable, these are based on differentiated brands derived from differences in product concepts.
Differentiation can take the fashion route, take the classic route, or take the international route. Of course, you can also take the traditional route. As mentioned above, it is no longer embarrassing. Here is mainly the traditional difference. Shaping, traditional differences seem a bit difficult compared to the differences mentioned above.
In fact, it is not difficult. Compared with the gold, the 3D hard gold is the difference. Compared with gold, the 18K yellow gold product is the difference. Compared with mechanical processing, traditional handwork is a difference. Compared with ordinary crafts, filigree, sheet metal, wrong gold and silver, silk flower, etc. are differences. Compared with popular culture, minority culture is the difference, compared with crafts. In terms of art, art is a difference. The masterpieces of famous masters are different from the products of the factory...
V. Self-examination before the characteristicization of the enterprise:
In summary, the differentiation of core competitiveness is the basis for the future survival of enterprises. Then, what kind of preparations should enterprises do before they have different core competitiveness?
1. Based on big data analysis, accurate market segmentation: data analysis and market research are very important. Here, we should not only look at the annual white paper of the industry, but also seriously invite professional brand management companies to seriously consider the internal and external environment. A detailed analysis leads to a truly valuable market segment.
Here, I will tell you a story about 7 or 8 years ago, saying that it is a very well-known lighting company in China, NVC Lighting, and invited an internationally renowned professional financial consulting company to make a pre-market feasibility. Research and analysis, nearly 10 million project costs, hundreds of pages of analysis reports, and finally, only gave a suggestion, temporarily not suitable for listing. As a result, the boss of the company was very angry and bent on it. The operation time of the listing was not long. The dispute over the control of the enterprise immediately occurred, which had a great impact on production and sales. After buying a professional proposal with nearly 10 million yuan, it did the opposite. As a result, it paid more than 10 billion tuition fees.
The story has no other meaning, that is, to remind everyone to believe in the power of professionalism in the positioning of the company.
2. Segmentation of operational models based on team characteristics:
Before finding their own characteristics, the basic characteristics of the current team and the possible development direction of the future, especially the ideological realm of the core management team, must be carefully studied. This is the management foundation in the core foundation, and the characteristic core competition. The success of the force project is very important.
There are two jewellery companies in China that are worth learning. One is CHJ and the other is Jin Jiali. This is one of the few core management teams I have heard in the jewellery industry.
The two companies, the veterans and shareholders who held important positions in various positions in the early stage of development, successfully implemented the separation of ownership and management rights for the future development of enterprises, and completely handed over the enterprises to professional managers. . This is the height of a mind and realm.
Only by building a high-quality team that can adapt to the future can we lay a successful foundation guarantee for the future market segmentation and differentiation core of the company.
3, based on the strength of the market based on the choice of market size: this needless to say, look at the dishes, tailored, how much strength, how much bowl to eat, do not unrealistically on the basis of fantasy Choose your own size.
I once experienced a company. At that time, the company’s liquidity was seriously problematic. The backlog of goods was difficult to realize. The focus was on the high backlog, and the pressure on banks and private financing to repay loans was very heavy. It was in this case that a high-profile luxury was established. The company has designed a new mode of operation, completely abandoning the foundation of traditional operations, and has become a well-known company with great internationalism. It also decided to list in the United States within a few years and hired a large number of high-paying talents inside and outside the industry. In the core area of ​​one of China's most prosperous CBDs, it rented thousands of square meters of office space. The cost of the project was as high as nearly 10 million per month. The new model has been tried repeatedly, and the results can be imagined. In less than two years, It was smothered and quietly swallowed up by the flood of the market.
This is a crazy positioning case that does not consider the status quo of the enterprise.
It is expected that in the next three years, the difficulty and pressure of financing in the jewelry industry will remain great. Do not unrealistically design your own grand vision.
4. Reasonable profit and investment return expectation based on the current status quo: You can't eat a fat man at all. In terms of new core competitiveness shaping and new model choice, you must have enough reasonable profit expectations. In reality, there are Too many companies are always too optimistic about the future when operating a new project, underestimating the risk, resulting in insufficient preparation or over-provisioning, leading to very difficult roads on a new road.
5. Market-based cultivation and trend guidance based on mission: To take a new road, enterprises or operators must have a strong sense of mission and responsibility. Changing the current status quo is not a one-time thing. It requires a large number of ideal enterprises and brands. Driven by the sense of mission, continuous cultivation, continuous efforts and constant guidance, through constraints and self-discipline, can ultimately achieve the success of the industry and the success of the enterprise.
Sixth, the future direction of the company's power:
1. Technology-based wear: Many companies have begun to try on technology-based wear. The so-called technology-based wear, we must draw a clear line with Huawei and Apple. We are in the field of jewelry, in function. Differentiation, material selection, style design, channel selection, and pricing strategy must be different from those of traditional technology-based enterprises. Otherwise, the output will not be pleased.
2, luxury, luxury, fashion, personality, tradition, old-fashioned domain segmentation: brand positioning from high to low, there is always a field suitable for your business and brand characteristics.
3, according to different types of market segmentation of consumers: here, culture, region, year, occupation, gender, hobbies can be used as the basis for market segmentation and selection, such as the Suibao brand determined to carry forward Guizhou national culture, The royal jewellery brand, which is determined to carry forward the filigree inlay culture, has chosen its own areas of expertise for different cultural expressions and shaped it as the core.
4, jewelry jewelry, jewelry collection: the future of jewelry, must be in the decorative function, beautification function and collection function of the function of the world, to distinguish and strengthen and combine.
5, the use of multiple materials, multi-modal performance techniques: With the advancement of technology and the promotion of domestic research and development, jewelry with multiple materials and multiple ways will definitely become a new trend.
6. Distinctive treatment of advanced technology, traditional crafts and inheritance techniques: As mentioned above, China is a big market, and people will grow from juvenile to old age. Therefore, advanced craftsmanship and traditional craftsmanship And inheriting the craft, naturally have their own broad market space.
7. Satisfy the consumer's sense of participation experience mode: With the development of technology, participation in marketing and experience marketing continue to mature, the younger generation of consumers are more capable in hands-on ability, more personalized needs, involved in the production of jewelry and The design process will inevitably become a new trend, and participation will be more meaningful and satisfying.
7. Judgment of mainstream business models and channels that are prevalent in the future:
1. Mainstream: Within 10 years, it is still dominated by traditional channels, network technology-assisted communication, new-type cooperation, and a mixed business model that shares the economic and crowdfunding models.
2. Channel sinking and channel upgrades are carried out simultaneously: traditional brands will continue to extend channels to townships. With the further acceleration of urbanization in the future, the vast towns and towns that rarely see jewelry sales terminals will also be the same as the township markets in developed regions. A large number of jewelry retail terminals have emerged. Channel upgrade refers to the fact that most of the domestic enterprises will continue to expand from the third- and fourth-line markets to the first-line market on the basis of design, R&D and process, as well as the strength of the company. The original first-line market brands will gradually enter the international market. Step forward.
3. The upstream distribution channel is further flattened: the international market – raw material suppliers – factories – brand service providers, second batch – retail terminals, the traditional circulation supply channel will continue to be compressed, the first to bear the pressure is the second batch In the market, a strong brand company will try its best to shorten its supply process, purchase raw materials from the international market, process or commission processing, and then go directly to the store.
4, designer personal studio: the designer's personal style will also attract a group of their own stable group, and is the most stable consumer group, once owned, followed by life.
5, the traditional craftsman personal studio: the old situation of not heavy design, not heavy crafts in the future high-end consumer field, will certainly change, the craftsman's personal charm will be the same as the designer, have a group of their own fans.
6. The comprehensive or semi-integrated professional store and jewellery self-service vending machine of community stores and commercial super-processing will become a new commercial channel in the future.
7, a new channel of factory and shop: With the awakening of Chinese craftsmanship awareness, the development of 3D printing technology, the advancement of communication technology, the personalized rapid production network of the former store and the factory has become a new possibility.
8. Marketization of design works: The future of design works will become a product, a valuable commodity that is freely traded in a niche range, and there may be a specialized market or platform for designers and companies. Free to trade.
Eight, wisdom to deal with cross-border robbery under the combination of mobile Internet technology and capital:
Under the impact of the malformed Internet consumption trend, which is not worth the price, China seems to have fallen into an abyss in all walks of life. Whether it is a generation of Internet or mobile Internet consumption, it is all about price, online shopping. -- Cheap -- seems to have become a consensus.
The recent frequent occurrences of TAXI drivers* strikes* incidents are not the result of cross-border robbery between capital and Internet thinking.
Cheap, in fact, is not the most terrible. After all, there is a corresponding living space under the protection of the advantage that traditional business can not be replaced by the Internet. Although it will be affected, it will not die collectively.
Free, it is the most terrible, yes, it is free, you are not mistaken, shopping is free, whether it is jewelry or car, you can get it for free! It seems that this seems to be deceiving, but in fact, this is not a scam. We should never use the original economic thinking to defy the "new capital interconnection economy" that is determined to carry out the robbery to the end.
Of course, we must also be prepared for full integration or integration. Who will take the initiative to embrace the “new capital interconnection economy� Who is eligible to be embraced by him? First, grasp the opportunity, dare to dare others! The second is a solid cultivation of their own characteristics and internal strength, which are the basis for future survival. The saddest thing is that the middle group enterprises that are not daring to grasp and do not take shape are either first or exclusively, and will not be eliminated if they do not.
All the above analysis and expected realization depend on the degree of realization of the domestic market economy. In addition, all the analysis and judgment about the future are based on the shallow understanding and superficial understanding of the individual. Too many omissions, respect Please be an expert in entertainment!
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