How To Win Direct Sales Of Jewelry Online?

Since 2003

Some experts predict that in the next few years, China will have a large scale jewelry network direct selling listed company.

So, this emerging one.

Pricing strategy: high "low" and "low"

Looking at the successful cases of jewellery direct selling websites at home and abroad, their superb marketing strategies are highly valued, especially the artistic pricing mode.

In the public impression, jewellery products are items that are scarce and are exclusively used by some consumers, so that when it comes to the marketing of jewelry industry, "control" is used as a key word to control production, control channels, and control prices...

However, most of these perceptions are the result of the successful guidance of public opinion by jewellers.

In fact, the core operation of jewellery direct sale website is to sell large quantities of merchandise to all consumers under the mask of noble quality, scarce products and convenient channels.

We can learn from LV's general manager brunway that he is not one of the exclusive features of luxury goods. "I think the VIP customers who buy suitcases will not be dishonored because they buy the same brand of wallet," he said.

Although this is for all luxuries, it is also applicable to jewellery selling enterprises.

This marketing strategy brings them high-speed growth and huge profits.

They bombarded the high-end brands with high-altitude bombardment, and they sold a large number of cheap jewelry products to ordinary consumers.

In the successful direct selling network jewelry strategy, it is the top priority to create a brand image.

Never let customers associate keywords like "Internet sale, cheap, low quality".

From the beginning of brand building, they will flaunt their orthodox and blood oriented dignity.

As a result, products from the world's top group, Royal brand and so on become jewelry network sales industry buzzwords.

They need to have the core genes that are well known to the world. They need to be accepted mentally. They are symbols of noble brands and symbols of wealth.

Then they mark the brand symbols, and these easily recognizable symbols on the website are usually in the eye-catching position to highlight their status.

Without exception, the jewelry brand has always been innovating, keeping up with the trend of the times and making the product full of youthful vitality.

They always remind consumers that they are both classic and dynamic in twenty-first Century.

Whether it's new products, new endorser or other activities.

These brands always ensure that consumers are fresh and stimulating to attract consumers.

In terms of price strategy, it is also a product that is clearly structured and developed within the scope of mass consumer acceptance.

In order to avoid the loss and neglect of popular product pricing to high-end customers, jewellery online brand shows another side. It has taken a lot of efforts to maintain its website image.

Not only in the photographs of their products, they demand a nearly harsh shooting standard, but they also invest huge amounts of money in the design and innovation of the web page into the noble aesthetics.

The site is near the art of the church.

To ensure operational specifications, they will arrange specialized market surveys and regularly grade their websites.

Of course, their staff also know that whether they are senior customers or ordinary customers, they should use top-level services and honor to provide customized services for them.

In short, they should make these customers feel respected.

Instead of buying a jewellery on a website, there is a sense of loss.

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Channel Innovation: "land" and "network" linkage

For online jewelry brands, they know that the market size of online marketing depends not only on the value strategy, but also on the popularity of the Internet in their customers.

In a country or region, the different stages of network development directly determine the channel mode adopted by the network direct selling enterprises.

In this sense, China's online jewellery sales and marketing should not copy the foreign models, but establish a framework suitable for its own characteristics.

In the United States, the more successful jewelry direct selling company is the Bluenile of the United States. Bluenile adopts the full online shop mode. All the display and sales are online. They do not have a high cost real shop, and rely on pure electronic commerce to get out of a successful road.

But at this stage, if the Chinese jewelry network sale companies copy this marketing mode, there will surely be the symptoms of acclimatization. In fact, some companies have already experienced the pain brought by mechanically moving.

The reason is that China's jewelry network sells credit environment quite differently from that of the United States.

Developed countries in the United States and other developed countries have established relatively perfect credit models in the large-scale development of Internet. However, China's online shopping credit environment is still in its infancy. The biggest bottleneck in current online pactions is not technology, but credit. The website infringes on the interests of consumers. On the other hand, websites are often fraudulent by consumers' maliciously leaving wrong addresses or refusing to pay.

Because the problem of online credit can not be guaranteed, the paction cost of e-commerce has been increased. In order to prevent risks, buyers and sellers should constantly confirm by telephone, fax or e-mail, which will increase paction costs and make the trading process full of gunpowder.

Under such market environment, Chinese jewelry network enterprises will hardly build their own brands if they rely solely on network marketing channels.

The key to their marketing is to broaden their marketing channels, which is directly related to the success or failure of enterprises.

If we want to maintain an advantage in channel competition, we must innovate on the basis of network channels, make use of traditional shop channels to give consumers a sense of psychological safety, and build a network sale mode with Chinese characteristics combined with entity experience stores and online stores.

Of course, this "land" and "network" linkage mode needs to be planned from the perspective of brand communication and financial cost. Entity experience shops do not need to be opened in every city, but only in some core cities.

Entity experience shop does not need a large scale, but decoration must be luxurious and noble. Jewelry marketing focuses on the creation of shopping environment and the pursuit of brand connotation. Store and brand premium capability is closely related. If consumers are exposed to a channel that has no honorable enjoyment, it is undoubtedly very bad.

The biggest significance of entity experience shop is to give consumers psychological safety and confidence.

Communication mode: beyond the network

Marketing channels need "land" and "network" linkage.

The mode of communication can not be limited to network marketing.

It is still necessary to conduct public relations and advertising in traditional media such as newspapers, TV and so on.

This mode of communication is based on the degree of popularity of China's Internet.

In recent years, China's economy has grown rapidly, and the number of Internet users has exceeded 137 million in 2007. The rapid development of e-commerce has attracted worldwide attention. However, 137 million of Internet users account for only 10.5% of China's total 1 billion 310 million population, and the popularity of Internet is still very low.

By the end of the first half of 2007, the total number of Internet users in the United States has reached 64% of the total population. This size of the group is the cornerstone of the rapid development of Internet companies.

More importantly, China's communication environment is also very different from that of other developed countries.

In China, websites are mainly reproduced by traditional print media, and online information is hard to distinguish.

Although in recent years, the development of the website has made a lot of achievements, and its influence has gradually expanded, but in the minds of the general public, the traditional newspaper TV still means that the heart is steadfast.

Of course, traditional media are largely subject to time and space constraints. Online jewelry companies have broken through these restrictions and have great flexibility.

The content of network dissemination is very rich, and the information carrying capacity of a site can generally exceed that of traditional printing propaganda materials.

Therefore, in the network direct selling enterprise communication means, we often see the development of search engine optimization, virus marketing and so on with the help of Web2.0 technology.

These methods are characterized by wide dissemination.

But according to the actual effect, because many network companies and advertisers are adhering to the traditional media advertising thinking in the actual operation to operate online advertising, and ignore the network communication advantage of direct interaction network communication, which has lost many advantages of traditional media advertising, and the network advertisement can not give full play to its own expertise, resulting in Internet advertising in a quagmire.

In fact, the biggest communication magic of Internet lies in interaction. Word of mouth marketing and interactive marketing are better than others.

The power of interactive marketing is endless. Successful forum enables customers to have a good brand experience, and they will act as promoters of brand.

The power of this promoter is too strong. He can easily sell the product of a brand under the mental state of his friends and relatives, though this kind of "promotion" is not his own intention.

Service system: strong combination

Another marketing difficulty faced by online sales jewellery brands is the shaping of service system.

Consumers who use the internet usually have a wider choice of space. The developed information technology enables them to gain more freedom of information. The degree of information asymmetry will be lower and lower for them. They can always search for other users' experience on the Internet.

Whether men or women, they will show that women focus on psychological feelings and service consumption characteristics.

Consumers pay more attention to the improvement of personal life quality, so when they consume, they pay more and more attention to their feelings and pay more and more attention to whether the products they consume are consistent with their identities.

The psychological needs of customers change and behavior changes.

In the face of such a change, it is very important for the online selling enterprises to reconstruct the characteristic service system. The core of this system is to strengthen brand association.

For example, a cooperative courier company must be the top company in the country; establish standardized service personnel telephone conversation language; strictly select gifts to ensure that the gifts are first-class quality products.

Customers may like or hate a brand because of a small detail. In the sense of marketers, gifts may only be added value to consumers.

But there is no additional claim in the consumer's mind that the gift itself is part of the product, and customers will care about every brand related to their consumption.

With a good service system equivalent to the accelerator of development, the traditional brand theory is still practical for the network selling enterprises. The customers selling the network not only value the products themselves, but they are consuming a kind of values, a psychological satisfaction and an emotional catharsis.

In order to make the brand more competitive, it is necessary for customers to have a pleasant experience in the service.

Enterprises must ensure that brand communication can touch the right brain of consumers' emotional authority, arouse consumers' emotion and get their response, and then build brand continuously. This is the core task of jewelry marketing.