Are Consumers' Impressions Selling Gold Jewelry?

In "2015"

In the report of global strength report, 29 and 11 companies in Italy and France were selected by geographical division. There were 7 companies in China.

France's LVMH, the industry's number one luxury group, ranks first in the list with annual sales of $21 billion 700 million. The Swiss watch carrier Richemont, which combines Langer, Vacheron Constantin, Jaeger Le Coulter and other high-end watches brand, ranks second in the US $13 billion 400 million; Estee Lauder followed by 10 billion 900 million in the third place.

The surprise is that the local brand Zhou Dafu Jewelry Group, with its annual sales of US $9 billion 979 million, is pressing the Swiss watch giant Swatch Group's $8 billion 800 million and Gucci[micro-blog] parent group's third largest luxury group, Kering (US $8 billion 500 million), ranking fourth in the list. (Group)

Meanwhile, according to DDT reports, the turnover of the top ten luxury companies is slightly better than that of the top ten in 2013. The figures are 8.4% and 8.2% respectively, mainly driven by two new brands, including the growth of Zhou Dafu 34.8%.

Looking at the whole list, we can find that the number of companies running leather goods and garments is the largest, followed by watch brands, while the fourth local brands, Zhou Dafu, sixteenth old Feng Xiang, twenty-fourth Zhou Shengsheng, twenty-fifth Lufu group and thirty-seventh Zhejiang Ming jewellery are all the main gold jewelry brands.

In recent years, it has been classified as "hard and luxurious" products, determined by the natural scarcity of the materials selected.

Local brands can enter the top ten of global luxury goods, which is a success. It also reflects the development of local luxury goods industry, but most of them are confined to one area of jewelry brand with "natural luxury gene", which reflects that the construction of local luxury brands is still far behind that of traditional luxury brands.

When Chinese consumers bought 46% of the world's luxury goods at $106 billion in 2014, how much did they contribute to local brands?

In fact, the local jewellery brand has sprung up in recent years, and more professionals are considered to be the "gold rush" caused by the reduction of the international gold price.

When people mention the jewelry of Cartire (Cartier), the first response will be the cheetah series and its antique jewelry, which has been increasing in price in recent years. The head of the bond auction said that a Cartire collection should at least double the price of its unknown collection. For example, Tiffany (Tiffany), wedding ring, diamond ring and 925 silver, women consumers are always familiar with their brands. The brand even makes the brand of "Bluebird" a brand logo.

Looking back on the local jewellery brand, whether it refers to Zhou Dafu or Lao Fengxiang and Zhou Shengsheng, the brand impression of consumers mostly stays in the single and superficial understanding of "selling gold ornaments".

This phenomenon has also caused quite a lot.

Discussion on whether local jewelry brands are luxuries.

The position of local jewellery brands is very awkward in this discussion. First, the product itself is in line with the "consumer goods" with luxury, "beyond the scope of people's survival and development needs, with unique, scarce, rare and other characteristics". However, the analogous value of European brands is not ideal in terms of brand culture, decoration art and brand image.

Luxury is different from general consumer goods and even fast fashion products. Scarcity is only part of it, and numerous added value is more attractive to consumers.

Local brands are now mainly covered by mass consumption, including raw material investment in some investment collections. For example, in the past two years, many consumers have rushed to buy gold bars, and once bought shop stocks, but they have not yet cultivated consumers' cognition of luxury purchases.

The biggest advantage of European and American mature luxury jewelry brands relative to the local jewelry brands that stay in mass consumption is that the profits created by equivalent materials can be much higher than those of the latter.

This result depends on the dissemination of brand culture and the innovation of design process.

However, the homogenization of products, the lack of distinctive iconic works, and the neglect of market demand for personalized demand are also being criticized by local jewellery brands.

Relying on mass consumption, a successful brand still needs to bear a huge pressure, that is, the huge number of stores.

Zhou Dafu's success in the top ten of the list is also an important reason.

Since the test of the mainland market in 1988, Zhou Dafu has opened more than 2000 shops in nearly 500 cities, and this figure is still growing.

In the local jewellery market, there have been problems of overcapacity, oversupply of professional market and surplus of sales outlets at this stage. Zhou Dafu's success can not be duplicated, and at the same time, it has also reduced the market share to some extent.

Obviously, while occupying the mass consumption, the real product line that suits the luxury market gradually is the problem that local jewelry brands must consider at this stage.

This period not only needs to increase originality, design and individualized product development, but also is important for brand culture and brand image building.

In the war of brand communication, channeling jewelry is undoubtedly the focus of the near future.

The complete works of the TV play "carat lovers" revolved around the Tesiro Diamond Corp. The audience also found the jewelry brand in the same name, which made more people know about chanting jewelry.

Although the plot of the TV drama has been repeatedly tucking out on the social platform, it has questioned the establishment of the jewelry company's workplace. At the same time, there is no three-dimensional understanding of the brand culture and image when the brand name is heard frequently, but this implantation is natural and unblunt with the plot, and has been successful in expanding the product's popularity.

In the end, this group of dozens of "big ads" will attract many customers to enter the shop, but also need time to confirm.