Clothing: Jewelry Industry Cross-Border Is Not Willing To Play A Supporting Role.

We must not ignore the butterfly effect caused by ornaments of clothing brand, because it is no longer just a match product. To attract the attention of the majority of brand dealers and channel manufacturers to the jewelry industry, and then form cross-border cooperation, and from the well-known brands, shoes and hats and luggage brands gathered at home and abroad, to promote local jewelry industry from all cultures to learn from the arts, and then blend to enhance. This is the heart of the CHIC2015 exhibition tour to enter Shanghai next year.

In recent years, Ornaments The industry is facing a new development situation. As the number of enterprises continues to increase, the prices of upstream raw materials continue to rise, resulting in lower profits. It is a common understanding to get rid of difficulties through innovative product positioning, but brands have different opinions on how to innovate.

　 Small adorn article positioning, opening up experience new ideas

"Collision with people has gradually become the most intolerable thing for customers." Wang Yunxia, director of marketing department of many international tide brand COSCO Qingdao International Trade Co., Ltd. So she chose to cooperate with the Havana brand, founded in 1962 in St Paul, Brazil, and vowed to display the positioning of "small crowd". In her view, compared to the 1980s, the 90's as a rising consumer group, provided a huge market for the development of personalized brands.

The A&I brand that used to take a large amount of orders in the CHIC exhibition only days has relied on the personalized creative bag with environmental protection concept as its product positioning and the biggest selling point. "The designer took the seatbelt that had been scrapped and took it home. After repeated designing and testing, he made a cup holder, belt, handbag, briefcase and so on. After he was brought to the company, he was robbed of his colleagues. This phenomenon has attracted the attention of the company's top executives and explored the practice of this approach in brand products. A&I Brand Manager Zhuang Qingyan said.

In addition to the breakthroughs in product positioning and design, the "fashion beauty" brand of the jewelry industry is bringing inspiration to new local marketing channels through experiential marketing.

Lai Jianxiong, chairman and founder of popular beauty brand, found that many customers are interested in hair accessories but will not use them. Thus, the "beauty + experience" model was born. Whenever customers enter the popular beauty shop, the shopping guide will introduce: "Whoever buys any ornament in the shop will be able to enjoy free hair, hair, design and modeling for life. Whoever buys any cosmetics in the shop can enjoy free eyebrow and makeup service for life." In this positioning and upgrading, popular beauty has successfully transformed from "commode" to "personal image maker".

　　 Design concept and cross border innovation

"Jewelry and clothing is a family, but the current market segmentation leads to the separation of clothing brands and jewelry brands. Many people think that ornaments are only accessories, but ignore good jewelry. clothing The butterfly effect brought by brands. Huang Weijian, marketing director of China Gold & amp; precious silver brand, said.

"In the process of exhibiting CHIC, we find that garment operators have strong interest in high-end jewelry, especially for semi precious stones such as amber." Fan fan, general manager of Ya Wen (Hongkong) International Jewellery Trading Company, said, "many fashion brands today want diversified investments and comprehensive development." It is one of the main directions of our future development to develop a uniform style clothing and apparel products with the high-end custom garments brand, from soft decoration to hard decoration, and develop a new style of high-end clothing market.

In this regard, Gong Peijun, a commodity manager, said: "more and more consumers are buying hats for clothing. During this period, designers should not only study the style of clothing brand, but also have a specific understanding of the characteristics of their target consumers.

Huang Weijian believes that the jewelry brand should pay attention to the control of product quality and get rid of the situation of "dressing for others", and strengthen the ability of independent design and research and development. This is the future of jewelry.

"Not limited to occasional cooperation in clothing and accessories, we are a jewelry brand providing value-added services for the apparel industry." In constant exploration, Huang Weijian found that few operators in China focused on cultural integration between industry and industry. "China gold treasure silver is the most professional jewelry supplier in the clothing industry, and is the most professional apparel channel operator in the jewelry industry."

In his view, CHIC2015, which is to be held in March next year, will continue to make jewelry brand and clothing brand. transboundary A journey of integration.