Teach You To Create Jewelry Store Successfully

Jewelry is small, but plays a "big" role in women's lives.

According to the per capita occupancy of female accessories, Japan 68.2%, Singapore 48%, Hongkong 54%, South Korea 68%, Malaysia 47%, Thailand 68%, and China less than 5%! According to experts, the consumption rate of female products in China is increasing at the rate of 19% per annum. By 2010, the number of female jewelry joining chain will increase from 5% to more than 64%, and the estimated market capacity will reach 180 billion!

In the face of these 180 billion markets, many ornament enterprises are eager to try, open all kinds of newspapers and magazines, open all kinds of websites, and see various kinds of ornaments join in the investment advertisement. But who can win from this competitive environment? How can we create a successful jewelry chain store?

Step one: create the product of heartbeat.

1. Excellent product quality

The importance of product quality does not need to be said. Although the general fashion jewelry is different from the expensive gold jewelry, it belongs to "fashion fast consumer goods" to some extent. It is not necessary to be "permanent", but it does not mean that fashion jewelry can be changed in a day.

A brand of jewelry, wearing the first day of consumer wear drill, second days fade, repair rate of up to 40% phenomenon.

Such quality is really not flattering.

2, the concept of environmentally friendly products

It is worth noting that the concept of "green jewelry" will be the focus of future popularity. Currently, metal materials commonly used in domestic jewelry are prone to cause skin allergies. There are early regulations in foreign countries to strictly limit the content of related elements.

At present, the domestic jewelry industry standard is being written into this content.

It is foreseeable that whoever will play the concept of "environmental protection" and "green" first will win the opportunity in the next competition.

3, characteristic product personality

For women, beauty is never-ending and fashion is never fixed.

This determines that the jewelry industry is a very fashionable and constantly updated industry, focusing on the "fast fish eat slow fish" speed war.

Take the material as an example, in the spring of 07, the "silk ribbon" material was popular, and the "pearl material" was popular in summer, but now wood material has become popular.

Although fashion can not be fully accounted for, but the creation of a distinctive product personality is what every jewelry company should do.

Create personalized products, attracting many consumers, naturally led the fashion.

Of course, the characteristic character of the product is not that the enterprise is sitting at home, clapped its head to think about it, and then comes out.

It needs to rely on all-round brand building to complete.

But a very important premise is that enterprises need to have an extremely keen market sense, have a deep analysis and understanding of consumers, and have an accurate grasp of popular elements.

Enterprises need rapid reaction mechanism from product development to market.

4, the product group with characteristic products as the core and multi category.

Jewelry joining is a fashion industry.

This kind of play is really worth decorations.

The second step is to create uniqueness.

Brand is not groundless, brand is not a castle in the air.

Brand is bound to be built on a certain basis.

There are three ways to brand positioning: one is from the product itself, the other is from the consumer point of view, the other is based on the research of consumers, surpassing consumers and pleasing consumers.

There is no doubt that in the current competition of jewelry joining chain industry is fierce and product homogenization is serious, simply speaking, the product itself is basically not related to other brands.

This road is blocked.

And only from the perspective of consumers, to meet the needs of consumers.

This road seems reasonable, but in the current market situation, it is not enough.

An advertising company once made a proposal for an ornament company, positioning its jewelry as "fashion representative". Yes, consumers buy jewelry is really fashionable, but this is the commonality of all accessories, and is a necessary condition for participating in the market competition, not the personality of your jewelry, but not the necessary and sufficient condition for the success of the jewelry.

To meet the needs of consumers simply, this road will take great resistance.

Therefore, the brand positioning of jewelry should be based on the study of consumers, surpass consumers.