2017 will be a turning point in our economy, and the jewellery industry as a luxury or luxury will undoubtedly be more affected.
First, the extrusion of listed companies
There are only a few companies in the jewellery industry that can be listed. The listed companies have formed a binding relationship with Shangchao, and your third-rate enterprises can only smash the corners. Second, the listed companies have strong capital, and they are looking for celebrities to advertise or rush to open stores. How do you play with them, the third is the consumer's brand tendency, you are cheaper, I don't catch a cold, it's hard to turn over!
Second, the industry is now in the reshuffle stage.
According to Yang Zisan, vice president of the China Jewelry Industry Association, the overall demand for Chinese jewellery will remain at 15% to 30% in the next decade, and will reach a market share of 600 billion in 2016. Do you feel that the cake is coming The bigger! But the reality is that first, 14 years and 15 years of industry profits have fallen, listed companies can not escape bad luck, and second, the jewelry industry has not yet had a market share of more than 7%, and the reason is that the industry is still in the stage of large reshuffle, wash As a result of the card, the top ten giants in the industry will seize more than 80% of the market share, and a large number of SMEs will disappear in the competition!
Therefore, the competition you see at this stage is only the beginning, the market will start to concentrate on the brand, and the big companies will start mergers and acquisitions or alliances, even cross-border. When the smart people started to go public, we were still looking for the bank's payment. When we started playing the mode, we were still discussing the e-commerce entity. When we started playing the platform to play the industry chain, we wanted to squeeze the head and want to go public. They built the platform and became the dealer. I am vying to enter the bloody battle to fight the price war...
Finally, the company is self-destructive!
Do not elaborate on the overcapacity competition, do not elaborate on the bad behavior, said the various methods of jewelry companies to die!
First, the death of "firm"
One of these jewellery companies is doing a good job, such as brands, such as design, such as the model in hand, they think that this core competitiveness can be eaten. The market tells you that in the current market, there is no competitiveness that will last forever. The profits of listed companies will also fall sharply, and new designs will appear at any time. The business model is like a rush.
Second, the channel died
Some bosses are content, market, situation, how do you play, I have channels, what are you?
However, one of the forgotten Internet functions is to make all channels transparent, reduce the links in circulation, and the cost is low and low.
Third, the death of the noun pattern
Everyone knows the great functions of the mobile era. Therefore, some people say that e-commerce is coming, solid jewelry will die, but now physical jewelry is still alive, and some people say that O2O is coming, pure solid jewelry or pure e-commerce is going to die. This kind of boss plastic surgery chanting what Internet +, chanting crowdfunding, chanting jewelry industry chain finance, chanting private customization...
This type of boss always believes that a model will bring shocking changes to the existing jewelry industry, entangled in various nouns and models, but forget that the company's greatest competitiveness is to create value for customers.
Fourth, corporate culture is dead
This type of jewellery owner feels that jewellery is a high-end atmosphere. Therefore, there must be a corporate culture. There must be a brand. There must be high-end talents. If you don’t look at your own business, don’t look at the consumption. I like it no!
The jewellery industry is a very crucial year in 2016, and the rest will win, and innovation will have a chance! Faced with the sudden emergence of e-commerce and foreign industries, in the face of the economic environment, it is possible to have its own market in the face of the trend of the economy and to take advantage of the situation. The 2016 jewelry industry may have the following characteristics:
First, de-linking
The jewellery industry has entered the chain. A large number of manufacturers, especially those from the past generations, will directly become suppliers of terminal retailers, and even directly participate in retail sales, thus forming price competition. Some wholesalers also directly enter. Retail, sales channels will also be diversified, direct sales, pyramid schemes, or combined with micro-business, e-commerce, etc. to compete for consumer groups!
Second, diversified business model
The diversified business model is continuously launched, the professional jewelry store will increase greatly, the multi-brand combination and complementary business model will become the mainstream, the brand advantage will be more obvious, and the gap will be gradually opened. The more powerful the brand, the stronger international brands will also step. Enter the Chinese market and once again form a Chinese imitation climax! In addition, the jewelry store down the township community has become a new bright spot, open a small shop, open more stores, light assets, use the Internet to form resource sharing!
Third, enter the capital market
The jewellery industry has swarmed into the capital market. Due to the bank's loan severance and out of supply, the jewellery industry has a shortage of funds. Therefore, it has entered the capital market financing, and it has also raised funds through crowdfunding. Of course, many have entered the capital market through acquisitions. Including the foreign industry capital injection jewelry market!
Fourth, the polarization of consumer groups
The consumer groups are polarized, that is, the brand is high-end and the price is poor, and consumers are mainly after 80 and 90, and jewellery below 5,000 yuan has become the mainstream, especially the low-end consumption of 2,000 yuan or less has increased. Business impact makes the price of jewelry transparent. In particular, there may be money-burning marketing of the type of taxis, and consumers are forced into Internet consumption. The biggest benefit is small processing companies, because Ali is more willing to face them directly!
5. After the industry is shuffled, it will be further subdivided.
The promotion and transformation of the store will be the key to the formation of the big reshuffle. The market will quickly enter the subdivision stage. The cake will be cut into small pieces, the more and more fine, the more refined, the closer the industry chain, the clear division of labor and the enhanced cooperation awareness. In the past, the so-called one-stop advantage of a company has been diluted, and even become weak. The experience of the store atmosphere and professional services will be the advantage of the store operation. At the same time, by taking advantage of the Internet, customers will come to the store to experience and use the media to influence customers!
Sixth, increase the advertising
The jewelry industry will smash CCTV and Wei video advertising, and the brand competition will become more and more fierce, which also greatly promotes jewelry consumption!
Seven, the consumption of Caibao and K gold soared
Personalized, diversified jewellery will be more adapted to the 80s and 90s. It is worth mentioning that jewelry customization is not an advantage. It may not be suitable for the mass jewellery market. There is a gap between the picture and the wearing effect. Many customers are very sorry after customizing the goods. Therefore, selling jewelry can not only focus on the beauty of the style, but also pay attention to the beauty. This is also the advantage of the store business! A variety of new products, products with cultural connotations, functions and products with good craftsmanship will seize the market.
Eight, amateur cross-border jewelry
The foreign industry will operate cross-border jewelry, regardless of capital, business model, marketing planning, capital operation, etc. will be brought into the jewelry industry, thus promoting the development and upgrading of the jewelry industry, market competition will be filled with smoke, but this is a good thing, Every improvement in the industry goes through such a cruel process of shuffling.
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