Thai Holdings Layout Jewelry O2O Whole Industry Chain To Create Demand, Restructuring Supply And Demand

Recently, gang Tai holdings, a gold jewelry O2O industry chain, has been eyeing this opportunity.

Zhao Ruijun, President of the company, said in an exclusive interview with reporters today that the Internet pformation overturned the traditional gold jewelry industry, not only selling jewelry on the Internet, but also creating new personalized needs and reconstructing the relationship between supply and demand.

On the basis of the O2O chain of gold and jewellery, the bigger plan for the company is to supply chain finance.

"Chinese cabbage is sold by catty". When it comes to the current situation of China's gold jewelry industry, Zhao Ruijun said that the gold jewelry in traditional gold shops is sold at a price of per gram plus a certain processing fee, and the store will be listed "today's gold price". This shows that the industry competition is still at a low level, and the jewelry industry will eventually return to the cultural brand.

For example, the jewelry industry's entry-level consumer accessories, the price is about 1000~2000 yuan, usually these jewelry are industrialized mass production.

But Zhao Ruijun believes that even the entry level gold jewelry around 1000 yuan can also be personalized, not like Chinese cabbage, known as "Jin" grams of sales.

According to the recently announced fixed increase plan, gang Tai Holdings has set up an additional fundraising fund of 3 billion 265 million yuan, of which 660 million yuan is used to acquire 100% stake in Kelan diamond, and 440 million yuan is used to acquire 100% stake in Reggae pmission.

Referring to the above two acquisitions,

It said that the acquisition of Kelan diamonds, because it has a mature O2O platform and mature business model; entrepreneurial team has internet background, gene and thinking, and the gold jewelry of gang Tai holdings can be quickly spread to mature O2O platform and channels.

For Kelan, the original diamond business is dominated by low-frequency, one-time consumption of wedding crowd. The number and frequency of gold jewelry repeated purchase will far exceed that of diamond consumption. In the future, it can form synergy effect and precipitate a large number of sticky customers.

However, the gang's locking in Reggae communication is the leading entertainment marketing company. At present, the main marketing methods include three types: film and TV play advertising, joint promotion and product licensing.

Prior to this, the Reggae communication has successfully operated the brand advertisement placement of Semir and "Iron Man 2", TCL and "Iron Man 3", TCL and "X police: reversing the future", Zhou Heiya and Huiyuan and Transformers 4.

And the IP (copyright) that Reggae has received can be made with jewels.

There are many, for example, in the future, a famous cartoon image of Hollywood can be made into gold coins, and a series of IP will be developed into product lines.

In order to comply with the trend of Internet based electricity supplier sales mode, gang Tai Holdings has started to increase merger and acquisition integration since 2014, and layout the Internet gold jewelry industry chain, including 9% of the company's jewelry (Jewelry Co., Ltd.).

Internet sales company, the 100% stake in the state Ding gold (a wide range of bank sales channels), 100% stake in Kelan shares (diamond jewelry O2O e-commerce direct sale), 100% of reggae communication (Entertainment Marketing).

If the latest fixed purchase and purchase book is successfully completed, all important links in the gold jewelry O2O industry chain, including raw materials, design, Internet marketing, brand promotion and sales channels, have been basically completed.

Through the "Internet jewelry +3D printing" platform, a price of about 1900 yuan 18K gold ring, customers choose personalized custom style order, 3D printing die in one hour can be completed, five days later, this customized ring can be worn on the customer's fingers.

The traditional advanced custom ring, even if the mold production also takes 15 days.

More importantly, for the pursuit of personality of the post-90 generation of the main consumer groups, just 5 days, about 1000 yuan entry level price, to complete the customization of personalized gold jewelry, this experience is superior to traditional gold jewelry business advantage.

Zhao Ruijun pointed out: "now there is no such platform, we are actually creating demand."