The First Thing To Do In Jewelry Business Is To Do A Good Job Of Positioning

"Can you help me find out the reason for the decline of commodity sales?" Yesterday, I operated in a commercial building on Chongqing Road, Changchun City ornaments Oda called our newspaper.

Since this year, the sales of accessories operated by Oda have declined sharply. He has found reasons and taken countermeasures for many times, but the effect is not good. I hope the "small boss training class" can help him find out the problem and learn some "business skills" from experts. Yesterday, our reporter and Oda went to the Northeast Asia Expo to "learn from" Su Shaokun, director of Gaoshi Muda from Hong Kong, the fashion capital.

Frustration of local small boss

What goes wrong is site selection or positioning?

Alloy electroplated K gold, coupled with Swarovski elements of the crystal, looks very classy to wear. In recent years, this kind of alloy jewelry has sold quite well in the domestic market. Women and children are easy to earn money. With his understanding of female consumption, Oda jumped into this market. At first, the accessories sold by Oda were very popular, but recently, he showed confusion in business.

　 Business continued to decline after the Spring Festival

"Last year, after a year of operation, my store has always been the best seller among the jewelry industry in the mall. The average monthly sales volume was about 20000 yuan. After the Spring Festival this year, the business continued to decline. July and August were the worst months. After removing the rent, staff and miscellaneous expenses and other expenses, he also lost more than 1000 yuan." Oda said about his business situation, feeling inexplicable grievance.

First, he thinks there is something wrong with the business location. This year, the mall asked the tenants to hand in the lease contract two months earlier than in previous years. Many tenants said they would not operate here next year. This made Oda feel that this business location was not good enough and had to be replaced. "I want to move to Guilin Road Business District, where the consumption atmosphere is better." But he was worried that the sales volume would not rise after the establishment of the new store. He was actively contacting jewelry dealers to try to do wholesale.

The positioning and steering at the middle and low end have little effect

Secondly, in terms of product positioning, Oda has wavered. He believes that poor sales may be a problem of high positioning.

"At first, my product was positioned at the middle and high end, but until now, I have found that consumers still cannot afford hundreds of yuan of jewelry." He lowered the price again and again, and the product positioning moved down to the middle and low end consumers. "The price has dropped to the lowest level in history, but consumers still don't buy it. The business was OK just a few days after the discount, and the sales volume was more, but the sales volume rose after the settlement at the end of the month, profit But it dropped.

Hong Kong businessmen open diagnosis

It is suggested to obtain capital quickly through wholesale

　　 "There are some sales difficulties in the jewelry industry now, because under the influence of the economic crisis, the rich people dare not spend money to buy luxury goods such as jewelry. We did a survey recently and found that the rich would buy watches worth 400000 yuan to 1000000 yuan, but recently, watches worth 30000 yuan to 40000 yuan have sold very well. What does this mean? This shows that people in the high-end market are starting to lose their money. Although the consumer market is still dominated by urban consumption, the price is getting closer to non profit or low-end. Few people dare to buy luxury goods that are too expensive. " Su Shaokun said.

First, do a good job of positioning, don't just cut prices

When doing business, you should first make a good positioning and know who you want to sell to? With positioning products, it is easy to choose.

Making accessories needs a new positioning. What kind of accessories sell well now? The sales volume of high-end products is limited, which is not what small business operators can manage. Fashion, classic alloy, silver and other cheap metal accessories can complement the high-end market.

To make a good positioning of the product, we must stick to it and do not waver, so that your customers will be relatively stable. As soon as you change, the customer runs away. When you want to change back, the customer has to find again, which is not worth the loss.

Moreover, don't cut prices blindly, which will not only reduce your profits, but also affect the brand image. What can we do? First of all, we should ensure that our products are good enough to open a gap with other peers in terms of style and quality. On the basis of good enough, we will sell each best-selling model in limited quantities. Satisfy the effect consumers want to achieve, the sense of showing off and satisfaction in psychology.

Wholesale through supply channels

"I think your current strength and conditions are not suitable for operating your own brand. It takes a lot of effort to build a brand. It requires funds, background, agents and networks, and promotion and publicity should also keep pace." Su Shaokun believes that it is difficult to build a brand because of the current business situation and economic strength of Oda. It is better to try jewelry wholesale first to get capital quickly, Only then has the ability to enter the high threshold. Then find a good manufacturer, good brand, agent and operation market, and slowly establish their own development platform.

Because Oda has established a good supply relationship with many jewelry manufacturers in Yiwu, Zhejiang Province, and has access to the latest popular styles in Europe and the United States, and has a very good product supply channel. Moreover, few people do alloy jewelry in Northeast China, so the market space is still large.

When it comes to the fashion trend of jewelry, Su Shaokun told Oda to pay attention to collecting information, such as the popular TV series, the jewelry worn by Li Xiaolu in the previous stage of TV's "Happy Life of Jintaro", which was very popular at that time.

So do Jewelry business We must grasp the trend. If we fail to grasp the trend, our thinking will lag behind and affect sales.

"It was a great success to go to the Northeast Asia Expo. On the one hand, it verified that my idea of turning to wholesale was right. In addition, it also found a 925 jewelry manufacturer exclusively from South Korea, which can just make up for the blank of my alloy jewelry products," said Oda.