Jewelry Business Is Mixed Up, Traditional Jewelry Sales Will Not Drop Instead Of Increase.

Since 2011, jewellery business has encountered great obstacles.

The diamond e-commerce industry has suffered many hardships, and its brand positioning is not clear enough to make profits.

Due to operational reasons, the earliest nine drill has been pferred to a traditional jeweler, while other jewelry.

Profitability has always been a sensitive topic for them to avoid.

The Guangzhou Victoria Plaza, once known as the "Diamond house", is a witness to all this.

In 2009 and 2010, China's jewellery e-commerce reached its peak.

The entire office building of Victoria Plaza is occupied by a diamond e-business enterprise.

Unfortunately, this is no longer the case. There are few diamond businesses stationed here, and the Plaza is beginning to pform into a fast fashion experience center.

The jewelry industry is a service and capital intensive industry. The development of traditional jewellery enterprises is the store construction, service upgrading and product structure that have accumulated for decades and hundreds of years.

Unlike fast moving products, the value of jewelry and luxury goods industry is not only reflected in the product itself, but also the added value of brand culture, after-sales service and consumption experience.

Especially in the wedding jewelry market, jewelry is a product of emotional support and expensive.

They will be more careful and pay more attention to the trial, selection, and later convenient cleaning and maintenance services in the sales process.

These are the early frantic attitude into the electricity market, just want to rely on low-cost strategy to brush up the sales quota, while ignoring the after-sales service and brand building, resulting in the short board of jewelry business, without strong backing of the jewelry business will soon disappear in the public view.

"Buying a wedding ring is not simply buying daily necessities, or choosing a good service and a good business environment. It will save much time and money to facilitate change, cleaning and maintenance."

One of the white-collar workers said after an appointment in a jewelry business experience center.

At present, the jewelry industry has gone through a period of maturity, and gradually entered the mature period. The services and products of the traditional jewelry industry have already been standardized.

Although jewellery's electricity supplier has attracted attention on the price, it has been mixed up for many times. There are no invoices, no after-sales guarantees, and the details of products are vague.

Common problems.

Even small sellers make false concepts such as "mozan drill", "South African drill" and so on.

"Diamond has no origin, only quality. Some businesses label fake diamonds in place names and cheat consumers."

A senior person engaged in the diamond industry said, "there is still a chaos in online diamond sales, which is to label low quality diamonds at low prices to attract consumers. While introducing products, they deliberately blur the grading and 4C of diamonds, and even find low-level certification bodies to issue certificates and shoddy phenomena."

Although the jewelry business is booming, at present, jewellery diamond 90% or more trading behavior has been generated online. The traditional jewelry retail brand has not fallen or increased in the electricity supplier boom.

"Chinese people still choose diamond as the main wedding ring and choose diamonds for their marriage. They are generally very cautious, so they are more willing to shop under the store.

When buying diamonds, consumers also tend to look at diamond cutting and fire colors in the field.

Offline services are also important support for these traditional jewelers' prices and brands.

Market observers of the largest diamond brand in China, said the analysis.

The rise of the electricity supplier has also provided a new opportunity for the pformation of the traditional jewelry industry.

In the face of China's second largest diamond consumer market in the world, several high quality diamond brands and Hong Kong funded brands have been laying out e-commerce channels, and the use of new media has further strengthened online brand communication and service upgrading.

The jewelry retailing industry in the Internet age is neither a simple electricity supplier nor a traditional line. It is an organic combination of online and offline, providing customers with experience of standardization.

The advantages of traditional brands represented by the diamond family have brought the rise of new media and the O2O experience to a new stage. The Internet has provided more brand and emotional channels for such brands with traditional industry advantages and innovative practice, and has also provided new ideas for the development of jewelry industry in pformation.