Jewellery E-Commerce Gets Better; &Nbsp; O2O Mode Surpasses B2C

Recently, Blue Nile, the largest online jewelry retailer in the United States, reported that its net profit fell 33% in the third quarter of this year, and its share price fell 33% in one day.

In the field of jewelry sales, Guo Haifeng, a researcher at the China Brand Research Institute, who has studied for many years in the field of jewelry sales, believes that the jewellery e-commerce website represented by "Diamond bird" has begun to adopt the jewelry sales mode of "O2O", which is a combination of online and offline. In the third quarter of 2011, the sales performance of the same industry increased by 102.3% during the same period, indicating that the jewellery e-commerce in China is getting better.

Guo Haifeng introduced, "O2O", that is, Online To Offline (online to offline) sales mode, the core is to bring online consumers to the real store to buy the goods under the line, and then enjoy the service on the line.

He said, the difference between "O2O" mode and "B2C" and "C2C" is that B2C and C2C are online payment, and the purchased goods will be stuffed into the box and sent to you through the logistics company, while O2O is online payment, the purchase of goods and services under the line, and then the enjoyment of services on the line.

In view of the "O2O" sales mode adopted by domestic jewellery brands such as diamonds, birds, Kelan and BLOVES, Li Mu, deputy director of the Shanghai Diamond Exchange, analyzed that such enterprises would hoard a batch of naked drills every year at low prices of international drilling.

When the international diamond prices fluctuate drastically, these enterprises can still maintain competitive prices. At the same time, because of better service support, the profitability is smaller and customer loyalty is higher.

In this regard, reporters in such consumer groups conducted an investigation.

Qian Cheng is the first generation of a Spanish resident in Shanghai. He said that he used to buy jewelry products from foreign websites. At first, he thought the price had an advantage. But when he needed personalized service, these websites might not be able to achieve the desired effect.

"It feels like a domestic Fasthotel, just a diamond dealer, and we need more than just a low price."

He said.

According to the psychology of consumers, Guo Haifeng said that meeting the safety needs of customers at the time of purchase is only the most basic business premise, providing and meeting more value-added service needs of customers is the beginning of the value of commercial brands.

In fact, in many personalized needs, customers are willing to pay extra costs to facilitate the two sides to reach a satisfactory trading experience.

This is the key to the success of the O2O jewelry sales mode in China.