Five Years Later, Most Of The Gold Jewelry Brands Will Disappear.

< p > the particularity of the gold jewelry market lies in the fact that the industry chain is very long, professional requirements are high, profit margins are low, cost control is difficult, capital demand is large, turnover rate is low, impulse consumption is low, and marketing is difficult.

Therefore, the gold jewelry market shielded and frightened many entrepreneurs and investors. For many years, this market did not produce influential new enterprises.

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< p > gold jewelry industry seems to be not the same rhythm in the manufacturing, retail, real estate, Internet, finance and agricultural products industries that have been developing gradually in the Chinese market.

What needs to be ponder is whether this monotonous, conservative, traditional and mysterious industry will face a wave of open and open development in the face of more and more competition. < /p >

< p > 2013, China's gold jewelry consumption reached 724 tons, and gold jewelry demand exceeded India for the first time, becoming the largest consumer country in the world.

You know, consumption of cars and electronics has been growing for many years in China, but it is still not the largest consumer country in the world.

The scale of the gold jewelry market has exceeded 300 billion yuan, and has raised dozens of relevant listed companies, so that when the "golden Chow Tai Fu" after the gold jewelry market in the mainland came to market at the end of 2011, the founder Zheng Yutong was pushed to the position of the richest Chinese. At that time, with the Chow Tai foo listing, Zheng Yutong was worth more than Li Jiacheng.

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< p > but throughout China's gold jewelry market, it still reflects the traditional, cabinet type, and supply determined demand mode, which seems to be in the "distribution" production and consumption stage of the gold and silver control period.

That is to say, regardless of market demand and trend, what products can you buy only if I design and sell what products can I buy? What kind of services do I provide you can only accept such services.

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< p > fashion, design, demand, experience, after-sale, convenience, electricity supplier and other trend mode has begun to penetrate into the gold jewelry industry, but it has not played a leading role.

This also makes the gold jewellery market have a big room for "pformation". There are huge business opportunities in the mainstream market mode of supply and marketing, which is determined by consumption experience and interactive marketing.

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In the past two years, red star, P, Wanda Group and Gome group have been involved in gold jewelry and other related industries. The entry of these groups has not changed the high threshold and high capital of the gold jewelry industry, and only the essence of "high wealth handsome" can be played. But if calm observation, Wanda is increasing the investment of chain stores, while the Red Star mcalon and Gome have the basis of channels and stores.

The gold jewelry consumer market is one of the fastest growing and most potential markets in the retail market. It is reasonable to get the attention of these groups.

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The mainstream mode of the next operation of the P jewelry market has been revealed. The era of gold jewelry consumption has already come to "online selection, offline experience, discount sales and parity consumption". At this stage, many consumers will not pay too much attention to brand names, because there are no brands such as Cartire, TIFFANY, ENZO and so on, which can create scarcity effect and earn high added value.

The influence of Zhou Dafu and Lao Fengxiang seems far from reaching the level of leading consumption and creating luxury.

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< p > in Beijing, Zhou Dafu and Lao Fengxiang add up and do nothing but "vegetable hundred". But outside Beijing, you seem to have rarely seen a "vegetable hundred" store, and have never even heard of "vegetable hundred jewelry".

All provinces in China also have local gold jewelry brands, and there are many consumers.

This shows that China's gold jewelry market does not really appear scale competition pattern, and has not burned the real brand "price war", and has not completed "annexation" and "possession" in the fierce competition market.

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P is even more incredible. In the past two years, several gold shops jointly controlled jewelry prices in Shanghai had hurt consumers' behavior.

It is unthinkable that the competition is so fierce in today's industry that the Chinese market is struggling for consumers.

To know that among many state-owned enterprises, price competition is common.

China's gold jewelry market looks very lively, but in fact, it is still lagging behind.

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< p > gold jewelry market, from raw materials trading, tax management, industry standard setting, association rules, qualification authentication, information dissemination, etc., the core departments that affect the development of gold jewelry market enterprises are basically controlled by state-owned gold enterprises, and virtually set up "obstacles" to more entrepreneurs who want to enter the market.

Lack of scale competition makes the market more conservative, industry protection and closure awareness is stronger and stronger, while overall competitiveness is decreasing, making international brands more attractive to consumers after entering the Chinese market.

China's gold jewelry industry is still facing great uncertainty, and its brand and market structure are far from being formed.

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< p > because gold is still defined by the state as strategic assets and almost equivalent to foreign exchange, so the convergence of China's gold jewelry market with the international gold jewelry market is very poor, leading to the fact that the whole market mode and competition situation can not be referred to other countries, and the data is not clear enough, which brings many difficulties to the research field.

In one case, China's Pearl annual output exceeds 1500 tons, accounting for 95% of the world's total output, but its output value accounts for only 15% of the world's total output value.

The imbalance between output and output value of gold jewelry market is not expected to be better than that of pearl market < /p >

< p > 2014, with the weakening of gold prices, China's gold jewelry market with low added value was hit again.

According to statistics, in the first quarter of this year, two gold and jewellery listed companies had two net profit losses, and net profit fell by 15 over the same period, accounting for 60% of the 25.

Among them, Chifeng gold, Qi Xing tower, Jinyi culture, Yuguang Gold and lead four companies net profit fell by 100%, Chenzhou Mining, Shandong gold, Jingu yuan, China gold and other companies net profit fell by 50%.

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< p > but according to the data released by China Gold Association, gold jewelry in the Chinese market reached 232.53 tons in the first quarter, an increase of 30.2% over the same period last year.

On the one hand is the explosive growth of demand for gold jewelry, while on the other hand, it is a collapse in the net profit of gold jewelry enterprises.

Gold jewelry enterprises rely heavily on the price of gold raw materials and the ability to withstand market risks. According to the trend of the gold market, Chinese gold jewelry enterprises will face two to three years of self elimination. There is no competition at all.

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At the beginning of this year, Ms. Wang Chunli, general manager of Beijing, has faced three major challenges. First, the international gold price dropped sharply in 2013, and the jewelry price dropped by 100 yuan per gram. This is the unprecedented international gold price downward. Second, the traditional business has been influenced by a lot of gold and jewellery markets of some electric providers and Beijing, and the challenge to vegetable hundred is also very huge. Third, due to the change of national policies (referring to national anti-corruption), gold and silver precious metal jewelry and gifts from vegetable sales have been greatly affected.

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Zhou Dafu P sales plunged 40% in the first quarter of this year. The total retail sales in Hongkong have been down for four months since February of this year.

Zhou Dafu, a leading company in the industry, has just released its brilliant performance in March. At the same time, it revealed that the first quarter sales fell 40% in the first quarter of this year, of which Hong Kong and Macao and the Asian market were down 50%.

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< p > Ms. Wang Chunli said that vegetable dishes are ready to make changes. First, adjust the product mix, design personalized jewelry and create a customer experience consumption atmosphere; second, increase the jewelry after-sales service projects; third, enter the electricity supplier.

To put it plainly, it is to pfer customer groups from "local tyrants" to "middle class"; "local tyrants" generally do not ask price, regardless of experience or reverence for herding effect; "middle class" consumption is mainly reflected in professional, brand, boutique, and reason.

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< p > focusing on product structure and service, and synchronizing with the Internet, electricity providers and so on, it is exactly what the new gold jewelry companies like multilateral gold companies are doing together.

Two days ago, I went to see the first store of multilateral golden city. What I didn't realize was that when you walk into this golden shop, just like walking into a large shopping mall, you can pick the necklace or ring you want, and then walk around with it or wearing it. There are also water bar, bar and other leisure areas in the gold store. Customers will decide whether they want to check out after selecting and experiencing it, and have a price comparison counter to double the price difference of similar products in Beijing.

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< p > my personal thinking is that the Chinese gold jewelry market has to go through three stages. The first is the counter type traditional consumption stage which is monopolized by a few enterprises and the service and products are rather monotonous. The second is the stage of various kinds of products, online and offline interaction, fierce competition, price war, customer grabbing, market grabbing and brand making. The third stage and the last stage is the return to simplicity, quality and luxury.

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< p > China's gold jewelry market is in the period of pition from the first stage to the second stage. Many enterprises will fall down in the second stage, especially with the pfer of gold jewelry to the middle class, and the centralized consumption will become more obvious. That is to say, a few products of a company may occupy a large market share in this type of product, while many other enterprises have only a small share of the market.

Coupled with the extension of the adjustment period of the international gold price and the suppression of many "local tyrants" demand by the mainland due to "anti-corruption", the tide of closing the shop of gold jewelry enterprises will become more obvious.

According to the foreign market and the development of other industries in China, the final 90% of the gold jewelry brands will disappear in three to five years.

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< p > the future < a href= "http:// www.91se91.com/news/index_c.asp" > gold jewelry < /a > market, just like the development of mobile phone market, from all kinds of miscellaneous brand machines, as well as the design and configuration of the most diverse models, to the real simplicity and quality.

Apple Corp only used a cell phone to occupy NOKIA's mobile phone market, which has many kinds of models and a high market share. The most fundamental reason for such a mobile phone company that can survive like Samsung is changing its business philosophy in a timely manner, changing from painless and successful pformation to a fine product from a large number of models and designs.

At present, it is hard for you to see the successful mobile phone companies. Many models will be launched every year. The domestic mobile phones such as millet and hammers can kill a blood route with one or two models, which once again proves the arrival of the middle class consumption mode.

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Jewelers, such as P < a href= "http:// www.91se91.com/news/index_c.asp" > Cartire < /a >, have limited styles of products every year, which makes consumers memorizing each product and multiplying their power of pmission. Between the boutique and the brand, the wind helps to make the brand stronger.

This is also a matter for Chinese gold jewelry enterprises to think for a long time.

Therefore, whether it is the traditional model of the kitchen cabinet, or the user led experiential consumption mode opened by the new gold jewelers such as multilateral gold are facing the same challenge.

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< p > another thing to note is that no matter what stage the industry is in, the price is an eternal topic, except for the spirit of artisans and fine works.

Who wants to give first place to a href= "http:// www.91se91.com/news/index_c.asp" > consumer < /a >, who will get more market.

If the gold jewellery industry does not experience a competition of capital and talent, it will be very difficult to eliminate enterprises that are truly resilience and competitiveness.

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< p > take Beijing area as an example. Chinese pawnshop and Bao Rui Tong pawn shop sell gold jewelry every year more than many real gold jewelry stores.

Compared with brand advantage, the price advantage of the mainland gold jewelry market is not competitive at present. This is also a sad opportunity for China's gold jewelry market, and also a great opportunity.

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< p > China's per capita GDP has reached 6000 US dollars, and consumption is facing a comprehensive upgrade. More demand is pferred to industries such as health, decoration and beauty. Jewelry industry is one of the most important sunrise industries during this period. Maybe the next mainland's richest person will appear in this market.

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