How Should The Clothing Industry Come To Winter?

At present, the economic situation has been seen, this is not only the winter of jewelry industry, but also the winter of all trades and professions. At the same time, the Internet's pricing tools are still rampant. This low cost and efficient sales platform makes the so-called O2O brand also unaffordable and constantly shut down! After all, as long as you have a physical store, you have to bear the high cost, but the ultra low price is just the bottom of the profit. Such a loss O2O is really better than being a pure B2C.

　　那么好，難道在這樣的經(jīng)濟(jì)形勢下，我們就選擇不斷拉低，不斷殺價(jià)，不斷的惡性競爭了嗎?好，那么我們做中高端品牌好不好?我們放眼國內(nèi)，有幾個(gè)是真正的中高端珠寶品牌呢?好，我們?cè)僮芳右粋€(gè)問題：為啥國內(nèi)的珠寶老板都選擇做中高端品牌呢?筆者以為：他們既缺乏做高端品牌的決心，也缺乏做高端品牌的自信，但是他們還不甘心做個(gè)低端大眾品牌!這樣的品牌，無非就是一個(gè)所謂的還算可以的SI終端形象，全無精準(zhǔn)定位、產(chǎn)品研發(fā)、數(shù)據(jù)化管理、品牌營銷的，在珠寶業(yè)全盛時(shí)期，這些品牌借著東風(fēng)四處擴(kuò)張，賺到的不過是“看起來的美好”的店面數(shù)量，而臃腫規(guī)模的背后不過是內(nèi)部的管理混亂、人才的匱乏，以及核心競爭力的缺失!這些所謂的“中高端”品牌在遭遇寒冬時(shí)能干嘛?進(jìn)店即有禮?黃金每克88元?百枚9999元克拉鉆?結(jié)果就是價(jià)格一片飄紅，銷售一路

Floating green, the monthly sales promotion is unceasing, never promotes, does not promote, does not sell, also does not see who is high, who is medium, who is low, anyway, all in the price red sea bumper bumper car, touches death one is! This kind of shop, does not close, is sorry this market rule!

In the past few years, Zhou Shengsheng has been developing slowly. Zhou Dafu's one or two and three or four lines are everywhere. As a result, Zhou Dafu is becoming more and more populace, and Zhou Shengsheng has become the most valuable and the most valuable.

What does Chow Sheng Sheng rely on for "endless growth"? It is not the insistence on positioning, and the continuous investment in the brand. It is only impetuous when you are admired on the stage, and it only requires you to close the store.

What about the regular maintenance of jewelry and shoes? But is it normal for your jewelry to be cleaned and maintained? What kind of service do you have to wait for someone to give you the nail polish? What kind of Internet service can you do with the value-added services that are face-to-face? These low cost customers can't get away with the value-added service. They are not afraid of not doing it. They are not afraid to do it. They are not afraid of doing it. They are afraid of not doing well. What are the accessories sold than the new light? What are the more free pads? Shinguang people are not stupid. Don't you know that ah Ya is a lot of value-added services? They know they can't do it, they can't do it, they can't do it well, and they can't learn well, but in the end they are just wholesalers. Value added service innovation: is it right to pour tea into water? But, if I bring you a menu, thirty or forty drinks, do you want to pull a stool?

The sale of high-end products: Internet dealers have taken up a larger market share, but we can easily find that jewelry products selected by customers are mostly less than ten thousand of jewelry.

Take diamonds, more than 50 points of high quality diamonds, more than 10 thousand of jade jewelry, and so on, customers are still the first choice of physical shops.

Most of the shops cut off are the new generation groups after 80, especially after 90. These groups, though they are bold and bold in their consumption concept, are very shy. They need high cost performance fashion accessories.

Therefore, traditional stores should strengthen their distribution and publicity for high quality goods. Customers who really have consumption power will not buy high goods online.

It's like no one can buy Ferrari online.

regression

Origin: until now, many brands have not pinpointed their position. I hope your boss will return to the essence of the original inquiry brand.

It can be done high, but your resources and team support do not support it. To do low is not to break down the discount and the bottom price, but to really achieve the price ratio among the common people. Remember that high-end, middle end and low end are not self styled, but the impression you keep in the hearts of customers.

To create balanced cask: it is also expected that a new SI will be able to make profits if it sells the big road goods around the shop. Once the precise positioning has been made, the strategy will be clear, but the implementation of strategic landing will depend on product development and data management.

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Don't mention that your company has commodity department, operation Department and marketing department, so you have to ask your chief merchandiser what kind of sale system you have developed. Is your operation director able to understand sales report? Do your marketing director understand the difference between marketing and promotion? In the past, capital was hard power, and talent is hard power now. If you want to create a balanced barrel, you need to have professional talents in place, so that you can gradually decompose strategy so as to create a real core competitiveness.

Can you clean and maintain it? Can you face the tea with high quality emerald? Can you pull a chair for your tea? No, what are you afraid of? But, these simple and simple experiential services, how many jewelry terminals can be standardized? Ma Chao always believed that "simple tricks to the extreme, is the best trick". It seems that all the things that a fool can think of can be achieved. Who knows not to study hard and can be admitted to famous universities? But how many people can make the best efforts? Traditional services do fine: can jewelry network operators experience marketing? Can you try them on? Can you adjust the rings?

High end VIP benefits: now is the age of VIP card flooding. I think that eating hot and sour powder can give you VIP card.

However, what the vast majority of VIP can do is nothing more than a discount! However, the funny thing is that VIP cards often appear at 20 percent off, and a sales promotion of 50 percent off! VIP cards not only lose the special rights and interests that "VIP" should enjoy, but also make people feel meaningless.

If the traditional shops want to survive the winter of this jewelry industry, I think we should follow the most primitive "20:80" principle, maintain the 20% old customers and dig the potential of the old customers.

So, this requires that every jeweler really give VIP some special and unique benefits, so that these old customers can pull you up when you are in the most difficult time! Dig VIP deep, dig deep sales. If you want to dig deep into VIP, you have to make VIP feel that you are truly a "VIP". That kind of people are willing to help you and let you dig!