CHIC "Full Mode" Series Of Cross-Border Cooperation Lifestyle

< p > > since the word "tyrant" spread less than a target= "_blank" href= "http://www.91se91.com/" > dress "/a" and fashion circles, more and more "local tyrants" appear before people.

Referring to jewelry and < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, it may seem to be just a match with others in many people's eyes, but I wonder if the interior of jewelry industry and garment industry is closely related and changing in the past two years.

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In the past two years, the competition of domestic clothing brands is very fierce. More and more foreign brands are grabbing the market in China. When many brands take advantage of the shopping mall channels, some local brands will be adjusted to an inconspicuous position, and their dealers will feel a lot of pressure. "P"

After contacting quite a lot of clothing agents, Fan Zheng, the responsible person of Beijing aafari arts and Crafts Co., Ltd. said, "jewelry counters are not many in the domestic market, and the competition pressure is not so great. Many clothing dealers are concerned about getting the discount of goods and the retail price they take to the market when they talk with us. These are always the advantages of jewelry industry.

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< p > the brand popularized by Fan Zheng is "elegant Wen", which is a high-end amber product.

"In China, products like gold, silver, diamonds, jadeite and other products have been mature, but there are very few brands of amber.

In recent years, the growth rate of amber prices should not be underestimated. The rate of increase has risen from several thousand yuan to tens of thousands of yuan, which is surprising.

"Fan Zheng said that jewelry stores in the mall are not large in size, and no inventory at all, which eliminates the cost of exhibition halls and warehouses. At the same time, because the price is increasing year by year, it is favored by many collectors, so sales are very good.

"Our brand counters are basically on the same floor as big women's clothing, and our sales are usually ranked the top five on the same floor, which surprised the agents of the clothing brand.

Because in the 2013, the sales volume of clothing industry is declining, it is unthinkable for amber to sell well.

"Precisely because of this, Fan Zheng chose to attend the China International Clothing and Accessories Fair (CHIC2014). In his view, many fashion agents will be more interested in jewelry brands this year, and this is also the time when their brands are ready to go.

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< p > < strong > Product "tall and tall", it is necessary to enter the high-end clubhouse < /strong > /p >

< p > "in fact, most consumers who buy amber have the mentality of investing. It is the goal of these people to buy amber to appreciate, and the price of amber also determines that our consumers should be guests with financial strength.

"When reporters talked to Fan Zheng about the hot O2O mode now, he shook his head." this mode is not suitable for us, because the price of jewellery is relatively high, and the online consumer group is not the target audience.

Besides, there are visual differences between jewelry and online.

Fan Zheng said that amber is different from diamonds. Diamonds now have international standards and globally recognized testing institutions, so diamond products can basically distinguish products from good or bad as long as they have certificates from these organizations.

But amber has not such a standard, so if you just look at the picture on the Internet, and so on, consumers may feel different after receiving the physical goods, which will cause customers' dissatisfaction and return easily.

So in Fan Zheng's view, O2O is not suitable for the commercial operation mode of the company.

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< p > "but we prefer the guild hall mode. At present, it is participating in the larger a href=" http://www.91se91.com/news/index_h.asp "Fashion Week" /a "and Jewellery Fair. It also works with high-end tea and Redwood Association.

One of the characteristics of these clubs is that their customers will be able to experience other options when they are attracted by the main products, and we hope to use such channels to promote products, promote the high unit price, and cultivate the loyalty of high-end customers.

Fan Zheng admits that besides the ground shop, the guild hall mode is also the main mode adopted by Ya Wen. "In 2014, we will pay more attention to this mode, which will probably become more and more high.

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< p > < strong > multi brand and multi-channel should be faced with fierce competition < /strong > < /p >

< p > fierce competition is the status quo of every industry in China, so is jewelry.

How to gain advantages in competition is a topic that every enterprise is studying.

Fan Zheng, who has been in the trade of colored gemstones and amber raw materials for many years, also has his own ideas in the competition of this industry: "accessories brand is relatively passive in the shopping mall, because accessories need to provide products according to the style of shopping malls. This is very limited.

For example, if I want to make a jewelry brand, if I want to set up a counter on the first floor of a shopping mall, I will have to see whether the location of this shopping mall is allowed or not.

Therefore, in order to deal with such restrictions, our company has adopted the strategy of "multi brand and multi channel".

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< p > Fan Zheng said that "multi brand and multi-channel" is also very useful for the clothing industry. "Some stores will set up jewelry areas on the first floor, and there will be no jewelry areas on the first floor, but they will set up accessories in the two floor, but if jewelry" a href= "http://www.91se91.com/news/ index_f.asp" brand "/a" enters the accessories area, it will lower its grade.

"According to this situation, Beijing ou Afari arts and Crafts Co., Ltd. not only sells amber, but also another brand is making coloured gemstones.

"If there is a jewel area on the first floor, we must make amber, because there are inheritance and craft; but if there is no jewel area, we will make color jewels in the accessories area, which not only solves the limitation of the channel, but also will not lose the consumer groups.

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