How Can Cheap Toys Become High-End Brands?

When you enter a high-end shopping mall, if you find silver jewelry in a boutique, you will probably see it in its packaging box - MGS ancient silver.

In 2005, MGS was a strange brand for consumers. In just three years, it has expanded from 12 stores to 109 stores, and its average annual growth rate is 70%.

It is Zhu Furong who introduced the 100 year old Thailand royalty brand "MGS" to China.

She had studied in Thailand in her early years, and later joined the Jintai jewellery group. Her years of work experience in Thailand enabled her to master a series of professional knowledge in the development and sale of silver ornaments.

In 2002, she returned to China and found that there were few domestic silver stores and few famous brands.

The great potential of the silver market has inspired the dream of Zhu Furong in the bottom of his heart.

After three years of domestic and foreign research and precise planning, in 2005, Zhu Furong set up his own company to "MGS".

Subversion of traditional consumption concept

Facing the vacancy market of silver industry, China's market is both an opportunity and a challenge.

Zhu Furong told reporters that "when inspecting the domestic market in the past, it was found that the products were more traditional, mainly the silver bracelets worn by children and elderly people."

She believes that the fashionable and stylish brand of "MGS" will be welcomed by consumers.

But at first, it is not so optimistic. Although silver has always existed in China, many people have traditional ideas.

Unconsciously comparing silver jewelry with jewelry and gold jewelry, silver jewelry is not as valuable as gold, nor as noble as diamonds.

In fact, silver ornaments are personalized high-end fashion accessories. In terms of design concepts, they are more focused on fashion trends rather than jewelry.

In Europe and the United States, the ratio of silver jewelry to jewelry consumption has risen to 59%, and China is still less than 10%.

How to turn the traditional consumption concept and how to develop the customer resources is a challenge for Zhu Furong, and it is also true for other silver merchants.

While other businesses are struggling to compete for the market, the ancient bank has adopted a differentiated approach: first, instilling knowledge and ideas about silver jewelry to the public, so that they can buy their own products.

From 2005 to now, Zhu Furong led her.

Click on the website of Mangu silver, browse their publications, and even in their sponsorship of CCTV model TV contest, golf tournament and other activities, you can feel the silver ornament concept that Mangu silver conveyed to consumers.

Facts have proved that this imperceptible concept of communication boosted the sales growth of Manchester silver.

Innovative product design

With the effective dissemination of silver knowledge and ideas, and the entry of European silver brands, more and more investors have discovered the huge business opportunities hidden in the silver jewelry industry, and large and small brands are beginning to simmering.

How can MGS's ancient silver emerge from the competition in such a competitive environment?

Because of the low cost and low price of silver jewelry, the market is not very mature. At that time, many merchants positioned silver ornaments in middle and low grade. Zhu Furong, who had rich experience in foreign countries, opened up another path to perfect the differentiation.

She positioned the brand in the middle and top grade, locked the target customers in the white-collar and gold collar, and earned more than 3000 yuan, and the age was 23~48 years old, of which 25~38 was the core age.

They focus on brand culture and brand awareness, and they also attach great importance to their personal image and are willing to try a fashionable lifestyle.

Aiming at the target group, the design of MGS Mann silver is elegant, generous and fashionable.

In terms of developing product concept, every paragraph, from design idea to product name, attaches great importance to endowing the product with the inner soul and arousing the inner resonance of consumers.

For example, a series of "cattle to heaven" series launched recently not only echoed the 2009 ugly years of the ox, but also echoed the hearts of the people under the financial crisis.

This series of "bump" bumps in the center of the polished silver ring, and seal the inscription of "Lucky" or "Hope" in the center of the polished silver ring. The rotatable design represents the turning of the fortune.

It is intended to inspire people to defend the optimistic and open-minded spirit world, not compromise to difficulties, restore confidence and start again.

Seize the high-end channel

For positioning in the high-end brand, in addition to the in-depth excavation of product connotation, it can seize the sales channels of large shopping malls on busy streets, and is also a key card to win the silver jewelry market war.

High end customer groups focus on product quality and after-sales service, shopping malls are undoubtedly the best choice.

However, it is not easy for a new industry brand to win the sales channels of high-end shopping malls.

First, brands and companies need to go through the comprehensive assessment of the shopping malls, level examination and strict screening. Secondly, these shopping malls should take into account how much the brand can bring to them, and give priority to choosing mature and influential brands in other shopping malls.

How did Mann silver seize these high-end sales channels? The original choice of differentiation brought today's advantages.

At that time, when other merchants set up sales channels in the market or commercial street shops, Zhu Furong moved MGS, like ancient silver, like clothing and jewelry, to high-end luxury shopping malls.

It was very rare that silver ornaments entered these stores at the time. Now, there are still very few silver ornaments in the shopping mall.

It is precisely because of the advantage of man Gu silver to open up the sales channels of the mall, it has grabbed the site and excavated the customer resources.

Man Gu silver is very strict in site selection, and even can be criticized.

Each MGS man silver brand store is the largest shopping mall in the most prosperous commercial street of this province.

For example, in Beijing Xidan, Shanghai Nanjing road and other prosperous areas, there are figures of man Gu silver.

Attach importance to information management

"If we only open up shopping malls, we can not manage the goods scientifically, and the channels will be wasted."

Zhu Furong said that when he investigated the market in 2002, he found that many businesses were unprofessional and unscientific about goods management.

Send the goods to the channel, simply remember the number and price, but not analyze and control according to the sales data.

Years of work experience abroad has made her realize that successful management requires not only advanced management concepts but also advanced management tools.

So when the company was established, it developed a set of information management system according to the operation characteristics of the enterprise, and upgraded the management system according to the company's scale and development every year.

Man Gu Yin's emphasis on information management is rare in the less mature jewelry industry.

With the help of this information management system, the management of goods and markets has also been much easier.

This not only simplifies the communication process, ensures the timely and accurate information, but also saves operation costs.