Jewellery Group's Serial Profit Warning Products Encounter Bottleneck Alone

With the upgrading of consumer demand, the technology and design requirements of jewelry products are getting higher and higher. Style and technology are becoming an important part of the core competitiveness of jewelry enterprises.

At the same time, the age of jewelry consumers in China is gradually decreasing, which requires enterprises to adjust their products to meet the needs. In addition, with the rise of online shopping, jewelry sales channels should also be more diversified. Enterprises need to choose the most suitable mode for their survival and improve their channel capabilities.

The profit early-warning of Zhou Dafu and Lufu Jewelry Group represents the current situation of jewelry industry in China to a certain extent.

The industry told reporters that gold products are still the backbone of the local jewellery industry, and the traffic volume of Beijing Caishikou department store is a barometer of the jewelry industry's prosperity index.

The reporter walked into the vegetable shop, still "bustling", the first floor of the gold counter full of gold shopping customers.

But if you compare the traffic volume with the same period one or two years ago, you can still see a lot less.

In October 2012, gold prices remained high, at about 370 yuan per gram, while gold jewelry prices reached about 410 yuan / gram, but customers' enthusiasm for buying gold products and gold jewelry was high.

Today, the price of gold has fallen all the way, the price of jewelry is less than 300 yuan / gram, but on the contrary, consumers' enthusiasm for buying is gradually decreasing.

Besides jewelry stores such as Zhou Dafu, Liu Fu and Cai Bai, the volume of visitors is less than that of previous years.

The proportion of gold products in total sales of brands continues to increase, while the actual sales volume of this category is declining, which directly affects the sales data of jewelry brands.

The slow development of local brands in rare gem inlaid products is only one of the important factors restricting the development of industries.

Told reporters that in recent years,

All of them grew at a speed of over two digits. However, in 2014, there was a turning point in the industry. The jewelry industry declined as a whole, and the market began to oversupply.

In the first half of this year, the real economy suffered a serious blow, and the jewelry industry also took the downward trend last year.

According to incomplete statistics, the trading volume of jewelry industry reached 215 billion yuan in the first half of this year, down 7.2% from the same period last year.

In addition, spot gold prices plummeted to the lowest level in nearly five years in July 20th, and the price of gold jewelry gradually declined.

Due to the downward trend in gold prices, the overall trend of the jewelry industry is expected to be down in the whole year.

Hu Zhiliang analysis believes that jewellery industry is mainly affected by cold winter.

Influence.

This year, China's economy is down and demand is slowing down, while the jewelry industry's demand for steel is greater than that of steel.

In addition, this year's stock market volatility has also affected consumers' purchase intention to a certain extent.

A white-collar, small and high, bought jewelry every year for the first two years. On the one hand, it is a kind of investment behavior to reward themselves.

In the first half of this year, China's stock market grew faster, and a lot of idle funds were invested in the stock market.

However, at the end of June, the stock market fell sharply, capital was tied up, wealth was reduced, and plans to buy jewellery were postponed.

The industry insiders said that a situation like "Xiao Gao" is not a case.

"If we do not change the status quo, the jewelry industry will continue in the cold winter."

The jewelry industry insiders told reporters that China's jewelry industry is not perfect at present, and the market is very complicated.

At this stage, all enterprises compete for material rather than brand, and the value of design and technology is not reflected. To a certain extent, it belongs to the "workshop type" pattern rather than the complete industrial chain pattern.

Competition among enterprises has gradually become the competition of raw materials. The profit growth of enterprises is greatly affected by the raw material market, "similar to the crude oil market".

Consumers also have many irrational factors in their purchases, such as jewellery as an investment ornament, "follow suit", "buy up or not buy down", high jewelry consumption, heavy brand but not quality, and prefer Cartire, Tiffany and other international luxury brands, while middle and low grade jewelry consumption is the opposite, and heavy materials do not emphasize brands.

Most of the gold ornaments are charged according to the weight of the gold jewelry, and the design fees and processing costs can not be reflected through the product value.

The industry said that this led to many domestic jewelry enterprises in the jewelry retail sector profit margins fluctuated.