Breaking The Golden Pattern: New Luxury Jewelry And Luxury

The sale of luxury goods has opened up, and the potential of high-end jewellery online shopping will be released.

Before that, Chanel, the top luxury brand, landed on its e-commerce platform Net-a-porter with its jewelry brand. It was regarded as a good thing by the luxury and jewelry industry.

It still takes time to break the existing pattern.

In the year of 2015, the sales of gold and platinum products in the mainland market fell by 35.8%, while on the contrary, the gross profit of jewellery products was higher and the share of revenue rose to 38.4%.

And benefiting from the growth of jewellery, the annual gross profit margin of Lufu group has been raised to 200 basis points, to 24.1%.

In addition, the wholesale business of jewellery products in the mainland has increased from 69.8% in the past year to 76.6%.

From the side, we can see the weakness of traditional gold jewelry products.

Huang Zilong, general manager of Hongkong Zhou Shengsheng group and Zhou Shengsheng, general manager of Beijing, Tianjin, Hebei and Mongolia, said that at present, the trend of the jewelry market is gradually moving towards the "light luxury era". Sales of gold products, which were once the main category, are declining, while platinum ornaments and inlaid jewellery with design sense are even more popular.

In this year's trial of some new products, although the price of jewellery products and independent designer jewelry brands is high, the sales volume exceeds expectations, which shows that these products are more popular among consumers who are increasingly fashionable.

In April this year, Zhou Shengsheng's flagship store in Sanlitun, Beijing was introduced into Italy.

The color jewelry brand Marco Bicego, the unit price of the brand product is between 15 thousand -4 yuan, which is obviously higher than the average price of the store product, but the actual sales volume is "amazing" over the two months since the listing of the product.

It is Zhou Dafu's strategy in the 2016 fiscal year to pform the mainland store to a more luxurious location.

Zhou Dafu chairman Zheng Jiachun said that the group will upgrade and store 1/10 in a second tier city in the next three years to form a luxurious and elegant style.

With this part of the luxury store located in China, Zhou Dafu will also develop 10 thousand -3 million yuan jewelry products for the middle class consumers.

Zhou Shengsheng group brand director Shi Zheng has told the Beijing Commercial Daily reporter that innovation in jewelry category is very difficult, the industry's development history is too long, the accumulation of creativity and technology has been very mature, and today's innovation can only be in the details.

For example, we try to launch a series of lace with platinum material, as well as a series of wires that change the hardness of gold. They are very demanding for the process and the rate of success in the production process is limited.

It is reported that

In the lace series, only about 40 of the 100 lace platinum flowers were qualified enough to enter the next process.

The maximum price of platinum ring in Tmall flagship store is around 7000 yuan, of which a 7100 yuan platinum diamond ring sells 21.

The highest price of Bracelet products is 588 thousand yuan, of which 210 thousand yuan is set in diamond ring, 1 are sold, and 11 thousand and 500 yuan for men's gold necklace, sales are 47.

In the flagship store of Zhou Shengsheng Tmall, the highest price unit is 600 thousand yuan 18K platinum diamond luxury necklace.

The value of 160 thousand yuan Yuyu series platinum pendant and 160 thousand yuan platinum diamond ring are sold in 1 units.

The 22 thousand yuan wedding gold bracelet has 8 sales.

Huang Zilong said that in the past, jewellery brands touches the net, and more on-line gold and gold products with lower unit price, but as consumers become more and more trusted in online shopping, they have begun to buy high priced products.

There is a distinct upward trend in the unit price of Zhou Shengsheng's online shopping platform.