Jewelry Sales Personal Success Case Sample

Every marketer has a unique set of sales secrets and words, so here are the jewelry sales case examples and related content I compiled, welcome to read.

Jewelry Sales Case Sample Article 1

Mr. Zhang used to be just a small clerk in the Mainland. He came to Shenzhen 6 years ago unwilling to accept the status quo. He started with 20,000 yuan and worked hard. Now he is a small clerk. Achievements. His wife and children are both in the Mainland. They have been married for many years. The wife has been raising children and taking care of the elderly in the Mainland. She is hardworking and pragmatic, has no regrets, and rarely complains that her husband is away from home all year round. I also tried to let my family come to live in Shenzhen, but they were not used to it. Mr. Zhang always feels guilty towards his wife and always wants to find a way to express it.

After a thorough understanding, we asked the designer to design a simple and elegant men's ring for Mr. Zhang, with the interface cleverly incorporating elements of his company's brand LOGO. Mr. Zhang is quite satisfied. When it comes to choosing a ring for his wife, Mr. Zhang said that he can just take it back when he returns home at the end of the year. We firmly disagree. Years of experience in the jewelry industry tell us that the vast majority of women hope that the important moment in their lives can be as romantic and touching as a classic scene in a Hollywood movie. But Chinese men are too reserved. When proposing, they usually drag their girlfriends directly to or be dragged to a jewelry store. The two of them bargain with the clerk for a price, and the purchase is regarded as an order, just like buying vegetables at the wet market. No passion or romance at all. As a friend who is the CEO of a planning company joked, Chinese men don’t understand emotions. If you want an adult man to blow a kiss or wink at his lover in a public place, you might as well kill him.

So we carefully planned a plan for Mr. Zhang; jewelry sales success case jewelry sales success case. First of all, the packaging was uncharacteristic, imitating Russian matryoshka dolls, using seven boxes of different sizes. From the outermost to the innermost box surface, we asked Mr. Zhang to select the most important and touching moments between him and his wife over the years, such as two When they got to know each other, when they fell in love, when Mr. Zhang's business was in trouble, when his wife silently supported him, when his first child was born, etc., we slightly modified Mr. Zhang's language and asked him to write it in his own handwriting.

After that, we hired two local college students, one male and one female, wearing formal clothes. After learning about his wife's family gathering in advance, he delivered the goods to his door. When our staff showed up at her home with flowers and jewelry, she was stunned for a while. Then when her playful daughter, who is in junior high school, snatched the box and read the words on it aloud, Mrs. Zhang was a little embarrassed at first, and then burst into tears. orbit. Everyone in the room didn’t know who was taking the lead. When our staff put the ring on him, the whole room burst into applause. This scene was all recorded by our staff. When we sent the video clips to Mr. Zhang, it was another touching scene. Jewelry Sales Case Sample Article 2

1. Activity Background

In order to better use Mother's Day to convey emotional culture and enhance consumers' impression and memory of "xx jewelry", so as to Brand drives sales, and this activity plan is now formulated. Mainly with the help of the "Mother's Day" event, we spread the concept of "Mother's Day" in the name of "xx Jewelry", remind target consumers to pay attention to "Mother's Day", trigger their celebration of "Mother's Day", and make mothers The festival goes deep into the emotional depths of target consumers, thereby achieving the marketing goal of increasing brand awareness and increasing the rate of named purchases.

2. Purpose

1. Send a sincere blessing to all the mothers in the world

2. Drive product sales in xx store

3. Carrying the brand mission of xx brand? Thousands of feelings, expressed by me

4. Passing on the traditional concept of marriage and establishing the market position of the No. 1 jewelry brand in the xx jewelry wedding market

3. Theme

Thanks to mother, jewelry expresses feelings!

4. Target market

Caters to the psychology of the target consumer group and meets the emotional needs.

The target group is people between the ages of 25 and 45 who hold middle and senior positions in government agencies and enterprises. Due to busy work, they generally have less time to spend with their families, especially with their parents. Therefore, there is usually a desire to "repay the kindness of upbringing", which can trigger their potential emotional needs.

5. Activity time

May 11th to May 14th, 20xx

6. Activity content

1. Where Customers who visit xx jewelry store during the event can receive a carnation.

2. If you spend more than 5,000 yuan in xx store (price after discount), XXX wedding photo studio will take a set of wedding photos for your parents for free (implementation method: you can cooperate with a local wedding photo studio and design separately A simple wedding photo series, with the name "Dedicated to Mother's Love")

3. Mothers who have been married for more than 13 years can receive exquisite gifts from xx Jewelry with relevant documents. One serving. (Quota is limited, while supplies last), and you can enjoy a 12% discount.

VII. Publicity Methods

1. Hang "Mother's Day" content banners on the main streets of the city

From May 11th to 13th, there will be a large flow of people in the city Banners are hung at a high density on the streets, in the name of "xx Jewelry", using sensational language to remind everyone to pay attention to "Mother's Day", creating a strong festive atmosphere.

2. Send "Mother's Day" family text messages; text messages send activity content.

From May 11th to 13th, in the name of "xx Jewelry", we will send "Mother's Day" wonderful text messages to new and old customers of "xx Jewelry" to remind consumers that May 13th is "Mother's Day" ?, impress consumers with emotional communication. On May 9th and 10th, the activity content will be sent via text message to inform target consumers of the activities of "xx Jewelry" from May 11th to 13th, as well as the main locations where the activities will be held. Jewelry Sales Case Sample Article 3

Marketing Environment Analysis

Marketing environment refers to various external conditions that affect the survival and development of an enterprise. The marketing environment is an uncontrollable factor in the corporate marketing management process. The success or failure of corporate operations depends on whether marketing managers can adapt to the ever-changing marketing environment. The company's marketing environment refers to the various factors and forces outside of marketing activities that can affect the marketing department's ability to develop and maintain good relationships with target customers. The marketing environment can provide both opportunities and threats. Successful companies must continually observe and adapt to changing circumstances.

(1) Market environment analysis

In recent years, China’s luxury goods market has gradually entered a stage of rapid rise. In 20xx, the total luxury goods consumption of groups with a household income of more than 300,000 yuan reached 56.8 billion yuan, accounting for 71% of the total luxury goods consumption market. With the rapid increase of affluent groups, China is expected to surpass Japan in 2015 and become the world's largest luxury goods market. As the income of urban residents continues to increase, China's luxury goods market will develop rapidly in all tier cities in the future, and the demand for jewelry will further expand.

my country's gold sales have increased from 0.7 tons in 1982 to about 140 tons currently, making China the third largest gold consumer in the world. If it grows at this rate, the scale of my country's gold market will develop astonishingly. According to relevant According to departmental statistics, about 7,000 people in the world own a gold shop, while my country currently has only more than 8,000 gold shops. Even if we only count the 200 million consumers in developed areas, only 25,000 people have one. For gold shops, only 55% of residents in big cities own jewelry, the proportion in small and medium-sized cities is only 23, and the number in rural areas in the east is even less, reaching only 17. The current and future growth momentum of the gold gift market mainly comes from wedding demand, overseas Tourists also need gifts, etc. Due to the influence of tradition, Chinese people are particularly fond of gold. In addition to purchasing necklaces, rings, earrings, and bracelets, some pure gold knick-knacks such as frosted or hollow zodiac signs are also popular. But the most popular ones are still those with deep light-treated surfaces, and styles with architectural and free-style abstract patterns are still popular. In terms of sales, prime stores and chain stores play an important role, and some large shopping malls also have special counters. These methods are all traditional marketing. With China's accession to the WTO, the gold market has gradually opened up, which has brought vitality to the development of the gold industry. In addition, the People's Bank of China has also changed the gold quotation to once a week, making the gold price more in line with the international market.

(2) Corporate image analysis

1. Company profile

A jewelry company was founded in Hong Kong. It is a company specializing in jewelry electroforming production and An enterprise integrating technology research and development and sales, it has many years of rich electroforming experience. It currently owns a number of electroforming technologies, has its own independent production plant, advanced production equipment and a high-quality management team. It is also the most influential company today. One of the best brands of gold craft products. It is also a member of China Gold Association, China Jewelry, Jade and Jewelry Industry Association, and Gold and Silver Jewelry Chamber of Commerce.

2. Business philosophy

The company adheres to the concept of "breaking through tradition and leading fashion". Since its establishment, it has taken "integrity, pragmatism, and independent innovation" as its development policy, and has always regarded "honesty and trustworthiness" as its code of conduct. In line with the principles of integrity to society, integrity to customers, and integrity to ourselves, we have always strictly required ourselves, Put integrity first.

3. Company honors

In March 20xx, it participated in the Basel International Watch and Jewelry Fair in Switzerland and became the first Chinese gold brand to participate in the exhibition;

In 20xx In June, the 3D-KET brand image was created, and brand terminal stores entered the first-tier cities in China.

In 20xx, it won the honorary title of "Excellent Scientific and Technological Innovation Enterprise in China's Jewelry and Jade Jewelry Industry"; in 20xx, its new product "Dynamic Elastic Hard Gold" that broke through tradition and innovative technology won the national patent product;

In 20xx, it was selected as the "Most Socially Influential Enterprise" by the Guangdong Gold and Silver Jewelry Chamber of Commerce; in 20xx, the entry "Love" Intertwined won the 20xx Pure Gold Jewelry Award from the Hong Kong Pearl, Jade, Gold and Silver Jewelry Industry Chamber of Commerce. Design Award;

In 20xx, 680 products, including "Happy Fish", won national patent products;

In 20xx, a new product that broke through tradition and innovative technology, the Rotating Series? Won the national patent product; In 20xx, the 3D hard pure gold product was the first to pass the authoritative certification of the national quality supervision, inspection and quarantine department as an environmentally friendly product;

In 20xx, the entry "Flowers in Bloom" won the Hong Kong Pearl and Jade Award Gold and Silver Jewelry Industry Chamber of Commerce's 20xx Pure Gold Jewelry Design Award;

In 20xx, 3D hard pure gold won the patent novelty search report certificate and was confirmed as the world's first technology; In 20xx, 3D hard pure gold technology was successfully developed ;

4. Company Prospects

Our company's products have become the new favorite of fashionable gold consumers with their light weight and three-dimensional fashionable shapes, and their stable quality and innovative The concept has already been confirmed by hundreds of peers, which has enabled the company and brand to grow and mature rapidly.

Although our company’s 3D hard pure gold products are already at the leading level in the industry in terms of technological innovation and product innovation, in the future we will also take it as our responsibility to deeply explore the cultural value of jewelry and break through traditional craftsmanship. , continue to innovate, and strive to become a high-end jewelry brand that leads fashion.

(3) Product Analysis

A jewelry company successfully developed an innovative process called 3D Hard Pure Gold in 20xx. The invention of this process effectively solved the long-standing problems that have plagued the jewelry industry. The low hardness of gold causes problems such as easy deformation, easy wear, and easy collapse of gold jewelry. The company's "3D Hard Pure Gold" jewelry is a miracle and model of product innovation in the domestic jewelry market in recent years. Through technological innovation and process improvement, the products have subverted the limitations of traditional gold jewelry and interpreted a new concept of pure gold jewelry for consumers. ?3D Hard Pure Gold? Jewelry combines the advantages of traditional pure gold jewelry and K gold jewelry. The jewelry produced not only conforms to the Chinese consumer concept of pursuing high purity of gold jewelry for thousands of years, but also has the high hardness and plasticity of K gold jewelry. Strong advantages. The products have not only entered the horizons of consumers in many cities in mainland China, but are even exported to Hong Kong, Taiwan, the United States, India, Thailand, Southeast Asia and other regions. The company currently has more than 900 brand franchisees covering all parts of the country, and the brand stores it has launched have also gradually entered first- and second-tier domestic cities.

(4) Competition analysis

Based on the company’s strength, there are very few domestic competitors in our country. However, we cannot be careless. Once we relax our vigilance, we can allow others to sneak in. Let's first take a look at the information of a competitor: Zhongbao Daimengde Investment Co., Ltd. was successfully listed on the Shanghai Stock Exchange in June 1999. In 20xx, through international capital operations, it joined forces with the world's K-Gold Kingdom jewelry manufacturers to merge the famous jewelry manufacturers. The brand ?OROP? has been introduced into the Chinese market, and the ?OROP? trademark has been registered domestically. Zhongbao Daimengde has obtained the only discharging and processing rights for Italian jewelry companies in China. Realize the combination of raw materials, technology, processes, products, brands and market advantages. Relying on Italy's internationally leading equipment, technology and production technology, we will occupy the domestic K-gold boutique market; use the design advantages and influence of the OROP brand to achieve success in the Chinese market as an international brand, and establish a long-term and stable brand based on the huge domestic market demand. product development system. Zhongbao Dai Meng's Investment Co., Ltd. owns international brands representing European cultural and artistic styles.

It has the characteristics of high starting point, internationalization and professional operation. It is a strategic project for Chinese listed jewelry companies to enter the international market and participate in the international economic cycle.

Zhongbao Daimengde, like our company, positions its products in the mid- to high-end range, emphasizing elegance and art, and also has a certain overseas foundation. However, our company is more famous overseas and technically more advanced. Advanced, domestically it is difficult to tell who is more famous.

In the gold and banking industry, although there are not many that can compete with our company, the incomparable fake and inferior products have become "competitors" at this time. Not long ago, relevant departments conducted supervision and random inspections on 106 batches of gold and silver jewelry from 75 distribution companies, and 61 batches were qualified, with a random inspection pass rate of 57.5. Among them, the passing rate of pure gold jewelry is 57.5; the passing rate of silver jewelry is 57.6. Among the unqualified products that were randomly inspected this time, all showed insufficient content. In particular, it is very common for silver lock jewelry to be lined with copper and iron. These jewelry are rough in processing, of low quality, and even contain harmful elements, posing a threat to consumers' health. The serious quality problems of gold and silver jewelry undoubtedly give us a message: our company's products will be seriously affected by this.

SWOT Analysis

Strengths (S)

1. Have advanced equipment;

2. Have process patents;

　3. Abundant funds;

　4. Have high-quality employees;

　5. Have a highly efficient team;

　6. In the industry Enjoy a high reputation;

7. Wide product line, reasonable combination, and distinctive features;

8. Have broad information channels to ensure timely and accurate access to various gold market information information.

Disadvantages (W)

It is not well-known in the country and the world, so we should try our best to build it, so as to promote our company's products nationwide and around the world.

Opportunities (O)

1. The rapid development of the Internet provides a platform for online marketing, and the continuous growth of online users has brought greater market space;

2. The country has gradually relaxed controls on the gold market in recent years, creating a more relaxed policy environment;

3. The rapid economic development has brought more potential customers;

Threats (T)

1. There are many competitors, and the products of gift manufacturers from Wenzhou and other places are flooding the market;

2. The gold and silver prices in the international and domestic markets have been rising in recent days. The continuous rise has led to an increase in product costs;

3. The imposition of a gold jewelry consumption tax of 10 restricts the growth of gold consumption in my country;

(1) Marketing objectives

According to From the above analysis, we can see that although the company is well-known internationally and in the industry, few people in China know about the company, and of course they know very little about its products. Based on this main problem, the most fundamental purpose of our marketing plan is to promote the company. The goal to be achieved is to use one year to increase the company's visibility to the top in the domestic industry by the end of 20xx.

(2) Product and price strategy

First of all, we need to understand what kind of products customers need. Today, when product homogeneity is becoming more and more serious, we need to provide customers with Creative and very personalized products require constant innovation. Under the Internet marketing platform, we can allow customers to create their own favorite products and customize them for customers.

Our company’s gold and silver products are all high-quality products. Its price is based on the price of gold and silver in the international market. The price is very transparent. The price of gold and silver products of the same weight and gold content on the market is The difference is not big, but the price range of gifts is very large. The gold content and the quality of the workmanship largely determine its price range. Our international positioning is in the high-end market. Our products are high-quality high-end products made of pure gold and silver with high craftsmanship. Naturally, the prices are relatively high. Domestically, we also only sell high-quality products, targeting the mid- to high-end market. Judging from the specific domestic environment, major gold and silver products manufacturers have diverse products, and various substitutes are flooding the market. However, the vast majority of consumers attach great importance to price. In order to gain a certain market share, we will sell many products worth more than 500 yuan. Gifts can be exchanged for more than two to three hundred yuan. This change does not mean lowering the product grade, but reducing its weight and proportion while maintaining the same quality and process, and producing more "small-sized" products.

Adopt unified packaging for product packaging, use the same pattern, similar colors and the same characteristics in appearance, so that customers can easily identify the company's products and make sure to make them look beautiful. Have quality to improve the brand image of the product.

(3) Channels and promotion strategies

1. Establishment of portal website.

2. Combining traditional marketing.

(1) Print the URL on stationery, photo albums, business cards, brochures and other printed matter. This method is sometimes ignored. Making sure that the URL is spelled correctly and whether the domain name is easy to remember has become one of the important factors affecting the effectiveness of website promotion. When choosing a domain name, the needs of website promotion must be taken into consideration.

(2) Use traditional media advertising. Traditional media advertising should not be abolished, whether it is a magazine ad or a newspaper, be sure to display your company's website address in it. Use website viewing as an adjunct to your ad, reminding users that browsing the website will provide more relevant information. Don't neglect advertising in magazines or trade journals with relatively narrow targeting. Sometimes these advertising targeting is more accurate, effective, and cheaper than online advertising. There are other traditional ways to increase website traffic such as direct mail, classified ad postcards, etc. Television advertising is probably more suitable for websites that sell popular products.

(3) Provide free services. People like free things, and attracting people to visit your website through free information is more effective than simply asking people to visit your website. The free content you provide should be very close to what you are selling, so that the visitors you attract may be your target potential customers. While providing free services, the website should provide multiple connection methods to direct the attention of users who obtain free information to the products you sell. Such as free email, free website registration, free information publishing, etc.

(4) Publish news. News promotion is always effective. Even if consumers cannot remember your website address at once, it will leave a certain impression. Find newsworthy events (such as promoting free services you provide) and publish the news in print journals and website journals in the gold and banking industry. You can use some online news publishing services. Adding URLs to the news will increase the breadth of links. Spend.

3. E-mail strategy.

4. Advertising strategy.

(4) Customer relationship management strategy

1. The maintenance of customer relationships is mainly in terms of products, information, etc.

2. Establish a consumer personal information database. A points system is implemented for consumers' consumption behavior. As long as the consumption points reach a certain number, vouchers will be given to encourage repeated consumption. On every special holiday or consumer's anniversary, small gifts or other humanized services should be given, and the company's latest product information should be delivered to consumers in a timely manner to attract consumers' curiosity. Nowadays, wedding accessories occupy a large share. We offer big discounts on wedding rings to regular customers or their immediate relatives, and send congratulatory letters.

3. Keep in touch with customers regularly. Subscribe customers to free e-newsletters, ask customers if you want to notify them by e-mail when your website is updated, and after each purchase, continue to understand whether customers are satisfied with their purchase.

4. Every email prepared for customers should be optimized in terms of positioning and content.

5. Carefully segmented the customer information and customized corresponding news emails for different customers.

6. Established an information feedback system for website visitors, and adjusted and improved the email content based on the feedback information.

7. Carefully test every email to be sent.

8. Offer free online products to your website visitors. These products can be electronic books, search engine registration, e-mail consultation, website design, etc. In return, ask them to fill out a short questionnaire about your website, products or services, customer service, etc.

9. Request each visitor and customer to fill in their interests and hobbies.

Guarantee measures

(1) Guarantee of production resources.

1. The company makes new investments to increase production equipment and expand production sites (or shareholding, acquisition, outsourcing).

2. As the second-line department, the production department should be the strong backing of the international sales department and the domestic sales department. It must always operate around customer requirements rather than production requirements, and must follow the product strategy planning and actual orders of the first-line department. demand, organize various production management activities such as design and development, material procurement, product production and quality control.

3. Delivering qualified products on time is always the unquestionable core task of production management.

4. The control of production costs, especially material costs, will be a key test for managers at all levels of the production department. Extraordinary measures must be taken to overcome and digest various price increases.

(2) Human resources guarantee.

1. Accelerate the introduction of talents to ensure first- and second-line employment needs; establish personnel elimination and talent reserve mechanisms and plans.

2. Strengthen education and training. Establish a training system, with quality training as the core, conduct systematic training for company employees and franchisees, and improve the professional and business quality of employees and partners.

3. Establish a reasonable distribution system. Establish a distribution system that is competitive externally, fair internally, and motivating to employees, including employee salaries, benefits, and bonuses; and continuously review and improve it during implementation.

4. Establish a reasonable performance management system. Performance management must be implemented in conjunction with the distribution system to ensure that target management is effectively implemented.

(3) Financial resource guarantee. In 20xx, the company will provide superior financial resources for front-line departments and tilt investment in advertising, manpower, expenses, income distribution and other investments to the front lines. At the same time, the Finance Department must increase monitoring and control efforts from the following four aspects:

1. Gradually decentralize expense approval. On the basis of decentralizing some authority in 20xx, the Finance Department has delegated the preliminary review power of various expenses to the deputy general managers (managers) of each business department according to the idea of ??"preparing the responsible person". Strengthen monitoring.

2. Lead cost reduction activities. On the basis of setting cost reduction targets, financial personnel must "go out" more often, directly participate in market research, or organize various special activities to assist and guide relevant departments to reduce costs.

3. Improve the financial monitoring system.

Implementation plan

General requirements

The company's senior management clearly understands that the business goals for 20xx are formulated on the basis of comprehensive weighing and comprehensive analysis. , is a plan full of opportunities and opportunities, but also a plan with challenges and risks. To turn this ideal into reality requires the joint efforts of all employees.