Recommended reading of jewelry marketing planning book

Recommended reading of jewelry marketing planning books

(1) Overall market analysis

1. Market status With the popularity of national trends, silver jewelry has It originated 20 years ago and is still popular among young men and women. This type of jewelry is mainly made of silver and 925 silver, with decorations with ethnic characteristics becoming accessories for young men and women to match their clothing during leisure time. Jewelry often made of gemstones, acrylic plates, crystals, zircon and other materials have a relatively large market share. It has improved in the past, reflecting the development trend of diversified and multi-level market consumption structure. However, most of the current jewelry designs in our country blindly imitate the two styles of geometric, streamlined simple patchwork and direct imitation of natural attention, forming a strange style of the so-called "modern style" in jewelry design, which is different from the "a few twists" erected everywhere. , echoing the urban sculpture of "Top a Ball". These so-called "modern style" designs occupy the vast majority of the domestic market and are called "mold jewelry". They not only restrict the development of Chinese jewelry design, but also play a wrong guiding role in public aesthetics. Our country's jewelry market is in a period where design lags behind production, consumer demand, and the development of the times. It requires a variety of design styles to meet various requirements. 2. Product advantages Based on the current status of jewelry design in China, we integrated the breast and thunder patterns in bronze patterns into the design, and designed 5 types of silver jewelry (necklaces, brooches, rings, hairpins, and earrings), aiming to pass the traditional The integration of elements can satisfy today's jewelry market. The advantages of this design work are: the innovative nature of the materials used and the materials are in line with mass consumption levels. 3. Analysis of market opportunities and problems 1) In recent years, silver jewelry and fashion jewelry have suddenly emerged, and sales have increased. After the liberalization of the silver market, the consumption of silver products and silver jewelry has become a new hot spot. The amount of silver consumption has increased sharply and is guaranteed to grow steadily. In 2009, consumption has reached about 5,000 tons (excluding investment demand), with a surplus of about 5,000 tons. Moreover, silver jewelry The market potential is still large. In addition, compared with precious metal jewelry, silver jewelry with white breasts and thunder patterns is cheaper. The price of silver raw materials is far lower than that of precious metals, making it acceptable to ordinary people. At the same time, due to the novel theme of the silver jewelry itself and the application of special materials, coupled with the simple shape, I believe it can occupy a certain market in silver jewelry. 2) Due to the lack of corresponding brand operation in the silver jewelry market, and the fact that consumers are uneasy because they do not understand and are not familiar with the identification of silver jewelry, they have great scruples and difficulty in making choices when purchasing silver jewelry with white breasts and thunder patterns, resulting in Consumers will consciously or unconsciously develop a herd mentality and decide their own choices based on advertisements or the choices of relatives and friends, thus gradually moving towards serious homogeneity of products. Furthermore, some manufacturers take advantage of this to cause confusion in the silver jewelry market by shoddy goods. There are serious quality hazards and the quality cannot be guaranteed. (2) Consumer psychology There are many reasons for consumers to buy jewelry. Different consumer psychology determines different purchasing behaviors of consumers. The following is the consumer psychology of buying jewelry: 1). The psychology of beautification and decoration?: This is the most common consumer psychology of people buying jewelry, and it is also the most directly experienced among all the values ??of jewelry. As the saying goes: "Everyone has a love for beauty." Therefore, jewelry with bright colors, unique shapes, novel styles, beautiful appearance, delicate and delicate jewelry is an ideal decoration for this type of consumers. 2) Symbolic psychology: Jewelry not only has beautiful color and luster, but also has profound inner beauty. Many people buy jewelry not only because they like its external beauty, but also to express some kind of wish or have a beautiful sustenance. Since ancient times, people have compared jewelry to Huatian Bao and admired it. For example, our people have had the habit of wearing jade since ancient times to show good luck. In some Western countries, sailors often bring aquamarine with them to pray for a safe and smooth journey, because in the legend of aquamarine, it can defeat evil and bring peace and happiness to people. In Arab countries, people believe that wearing turquoise can eliminate refuge. This kind of psychology can be said to have existed in human beings since ancient times. Even today, people's simple mentality can still be found.

It is suitable for urban operations or areas where the company's strength can be directly involved, with strong sales force and strong control over price and logistics. Advantages: shortest channel; fastest response; most timely service; most stable price; best promotion; most effective control. Disadvantages: Limited to cities with convenient transportation and concentrated consumption, there will be many sales blind spots, or large investment in manpower and material resources, high costs, and difficult management. 2) Multi-level sales channels: jewelry enterprises → wholesalers → retailers → final consumers. Multi-level sales channels are also called indirect sales channels, and the intermediate links are called jewelry middlemen. There are the following five levels: jewelry company → jewelry general agent → jewelry wholesaler → jewelry retailer → final consumer jewelry company → jewelry wholesaler → jewelry retailer → final consumer jewelry company → jewelry wholesaler → final consumer jewelry company →Jewelry Retailer→Final Consumer Jewelry Company→Final Consumer The multi-level consumption channel is relatively complex, divided into five levels (actually five sales channels) and 12 intermediate links. Which consumption channel to choose is only a matter of means; how to improve corporate efficiency is the core issue. Platform sales through multi-level sales channels are suitable for large cities with intensive consumption, with meticulous services, convenient transportation and novel concepts. For example, Shanghai has an area of ??580 square kilometers, a population of more than 13 million, and more than 40,000 retail terminals of various types. If a manufacturer sets up about 80 dealers in Shanghai, it can form a huge logistics platform. Each dealer manages several streets and 500 stores and delivers goods to your door, which can achieve deep distribution in the true sense. Advantages: clear and strict area of ??responsibility; small service radius (3 to 5 kilometers); timely delivery and comprehensive service; stable network and solid foundation; less affected by low-priced goods; intensive farming and deep distribution. Disadvantages: It is highly restrictive due to regional market conditions, and must be delivered directly from the manufacturer, requiring more personnel management and cooperation. (7) Media publicity (advertising creativity) 1) Various media publicity: Promote and report the breast and thunder pattern silver jewelry through newspapers, magazines, television and the Internet, as well as street advertisements and other publicity media, hold more product exhibitions or invite Celebrities do fashion endorsements to increase visibility and popularity. At the same time, leaflets or posters are printed to inform customers of the latest information and promotions on silver jewelry with breasts and thunder patterns. However, it is important not to offend customers simply by publicity. You can add silver jewelry introduction and maintenance methods to the order to shorten the relationship with customers. 2) Window design: During the marketing activities of Bairu Lei pattern silver jewelry, the store environment is closely related to marketing, involving the store’s geographical location, facade decoration, surrounding environment, counter layout, color matching, internal lighting and other factors. . Through the modern window display design with traditional elements, the products can be fully displayed, giving consumers artistic enjoyment and meeting the emotional requirements of consumers, which is more conducive to the marketing of the store. 4) Regularly carry out activities: For example, you can regularly carry out promotional activities such as store celebrations and anniversary celebrations, and ask suppliers to cooperate with shopping malls to lower prices. The shopping malls hang banners or paste posters in prominent locations. It has achieved a publicity effect. 5). The salesperson wears silver jewelry with white breasts and thunder patterns: You can recommend the salesperson to buy or ask the salesperson to wear the products in this cabinet, which can serve as a free model and sample for customers. 6) Sponsoring college activities: Silver jewelry with white breasts and thunder patterns is targeted at the 18-28-year-old group, while college students are the mainstream of consumption. According to this point, you can contact the on-campus clubs or student unions to provide prizes and souvenirs for their activities such as freshmen parties, and use their human and material resources to distribute leaflets, brochures and other promotional materials during the activities. (8) Marketing ideas

1) Product strategy: Jewelry products are a special type of products that are not comparable. It has both natural and social attributes. In terms of natural properties, it is a large category of natural rare materials. When it is artificially given shape and meaning, it has certain social attributes and has certain social functions. The natural attributes and social attributes of jewelry products together constitute the connotation of such a special commodity and also determine its value. The social attributes of jewelry products include economic attributes and cultural attributes.