Luxury Global Strength Report Shows Zhou Dafu'S Counterattack.

DDT consulting (Deloitte) released 2015

In the Global Powers of Luxury Goods report, Zhou Dafu, a local jewellery group, quietly climbed to fourth place.

More than many people in the eyes of those more famous overseas luxury groups, such as swarkey group (6), Rolex group (12 place), Tiffany&Co (17).

So how did Zhou Dafu do that?

As the world's highest market value jewellery brand, Zhou Dafu formally entered the electronic commerce in 2011. Like other retail brands, Zhou Dafu is also trying to walk on many legs. O2O, WeChat marketing and online sales have been launched.

Zhou Dafu has now directly pferred the one million members of its physical stores to network members. In order to strengthen the online and offline docking, Zhou Dafu also provides online booking for customers.

And the online booking service.

At the same time,

It is also trying to enhance the online experience of offline stores. Its 2000th stores across the country adopt technology experience stores.

There are virtual shop assistants, virtual boxes, large touch screens, customers can directly choose products and pay by two-dimensional code and smart phones.

Although it is a pilot project, Zhou Dafu said the first store has a strong popularity and will be popular throughout the country in the future. It will also increase the digital interaction and electronic experience in the flagship store.

In 1929, Zhou Zhiyuan founded Zhou Dafu in Guangzhou.

Zheng Yutong, son-in-law, and Zheng Yutong, the son of Zhouzhi yuan, made the most of it. He used 20 thousand yuan principal and 24 two gold to open flagship store in Hongkong.

In 1956, Zheng formally took over the company, changed the capital structure and set up "Zhou Dafu jewelry and Gold Company Ltd.", making it the first limited company in Hongkong jewelry industry.

The reason for Zhou Dafu's fierce competition in Hongkong is that as long as all the gold shops in Hongkong are selling 99.9% pure gold, Zheng Yutong insists on selling Zhou Dafu 99.99% gold.

This method wins Zhou Dafu's customers, but it costs Zhou Dafu a lot - he loses dozens of dollars for every one or two gold he sells.

However, in a short span of two years, four nine gold companies have won considerable market share.

And helped Zhou Dafu stand in Hongkong.

In the 1984 year of the year, the Hongkong government's gold products legislation set Zhou Dafu's first 999.9 pure gold jewelry as the standard of Hongkong gold jewelry.

Zhou Dafu won fame for the first time.

Since then, Zhou Dafu has begun to accelerate the expansion of the road.

When Zhou Dafu entered Wuhan in 1998, there were only 100 branches.

By the end of 2015, this figure will rise to 2124.

Zhou Dafu has opened more than 90% of the stores in the mainland of China, most of which are concentrated in second tier cities, followed by three tier cities, and the least in the first tier cities.

Zhou Dafu plans to increase net to 150 to 160 retail outlets in mainland China in fiscal year 2016.

The company declared in its earnings report: "at this stage, we should not only stabilize the market of the two or three line cities, but also continue to implement the strategy of channel sinking to meet the needs of cities, towns and townships with more than 200 thousand or 300 thousand population."

But according to the latest quarterly report released by Zhou Dafu on 6 30, the retail value of Zhou Dafu jewelry group dropped by 6% in the first quarter.

Due to the sluggish Hong Kong and Macao market, the same store sales in Hongkong and Macao plummeted by 24%, and Zhou Dafu plans to close 4 branches in Hongkong.

Thousands of shops have woven a dense consumption network for Zhou Dafu in Chinese circles. It can be said that where there are Chinese buying gold, there are Zhou Dafu everywhere.

DDT's research further points out that some luxury companies have been promoted in this area and have pushed forward the technology access threshold.

Huang Shaoji, Zhou Dafu's managing director, has said that O2O is the future of jewelry sales.

Zhou Dafu is trying to spread through the online social media, strengthen the product experience and after-sales service of the store, and build the O2O (online offline mode) to become the core competitiveness of the future.

On the current situation, Zhou Dafu online sales situation is generally, but the new store is popular, perhaps for Zhou Dafu, offline store innovation mode in the future or can go out of a new world.