“As the consumer body becomes younger and the quality of life improves, more and more people in love are beginning to realize the importance of personalization. But at the same time, private ordering has a strange phenomenon, that everyone knows private Customs can also be said to be one or two. However, when people want to seek such customized services, they cannot establish contact with independent designers because of the lack of channels.
Consumer inner decryption
Custom jewellery and jade show personality, its high production cost and long production cycle are the best embodiment of its speciality, but in the current trend of fast food culture, why is the time-consuming and arduous consumer goods of custom jewellery and jade being contested? What is the pursuit of the two objects of the jewel and jade?
American psychologist Abraham Maslow in the 1943 "Human Incentive Theory" divides human needs from low to high, step by step, into five categories: physiological needs, security needs, social needs, respect Demand and self-realization needs. When people acquire basic physiological needs, security needs, and social needs, they must pursue higher levels of respect for needs and self-fulfillment needs.
In terms of goods and services, personalized jewellery and jade customization can greatly trigger the feeling that users are respected. Personalized customization allows consumers to show themselves according to their own preferences, fully demonstrating personal taste. In terms of expressing emotions, personalized products are no longer a simple commodity, but a special thing that embodies the aesthetic appeal and unique mind of the person.
Personalized customization is sought after
In the traditional retail era, we use old-fashioned methods to consume the goods we need in the supermarkets. Today's new retail is to make full use of the Internet and intelligent equipment to complete the shopping, or rely on advanced Internet technology and hardware to reconstruct the retail space, and fully consider the user experience.
In the traditional retail era, when we choose high-end (luxury) goods, we are looking for “well-known brands†with high social influence to buy goods, for example, the jewelry and jade jewelry retail industry, for example: “Cartierâ€, “Tiffanyâ€, "BVLGARI", "Van Cleef & Arpels", "HARRY WINSTON", "Chow Tai Fook" and other world famous brands.
In today's "new retail" era, personalized jewellery and jade customization services are making full use of the Internet's publicity, achieving 360° omnidirectional explanation of product knowledge, focusing on product functions and providing supportive user experience in publicity. Even more limited to high-end shopping malls or stores, and some tend to choose a more intimate “flat shopâ€. This type of practitioners provide more comprehensive and more focused research on products. For professional service and more cost-effective products.
After the customer issues the customization requirements, there will be professionals to communicate with the custom details such as gemstones, design and production until the production is completed. This kind of personal studio has strong customization ability, process and after-sales perfection, so the customization price is slightly higher, but the after-sales service But different general custom service platforms, compared to more intimate.
In the new retail environment, the user experience of jewellery and jade custom service is more important, and the most fundamental user experience is of course starting from the user. After 80, 90 and 95, the personality is gradually becoming the main consumer. They are compared with the previous 60s and 70s. There is a clear difference in the concept of consumption. After the 60s and 70s, the choice of goods will take into account factors such as price, practicability and quality, and after 80, 90, and 95, more consideration is given to the feelings that the goods themselves bring to him.
Why are more and more products paying more attention to packaging visual effects? Take high-end “drinks†as an example: they are all drinks, and the taste is not much worse. It is more popular to print interesting and creative drinks, even if it is more expensive. . Not to mention those products that have been spent on countless personalizations. In the new retail era, a variety of emerging shopping environments will become increasingly mature, and to maximize the stimulation and release of consumer personality, in comparison, those products that can highlight the user's personality and satisfy the user's psychology will far outweigh the scale. And standardized products.
Jewelry and jade personalized customization for the next 30 years
Become an inevitable trend in the new retail era
Personalized brand is a big trend in the future. Zhou Hongyi said: There is a competitor that will never be unbeaten, that is the trend.
The continuous development of science and technology has faced the embarrassing situation of oversupply in many fields. Product performance advances far beyond the demands of increased consumer demand. The pursuit of high quality and high performance products has lost its original meaning.
Looking back at the past "traditional consumer market", it has achieved historical glory, relying heavily on "scale effect" and "cheap labor", but now the demographic dividend is not as good as before, not as before Played.
In essence, in the end, it is necessary to return to the core of user needs, and the personalized customization that consumers like is a major trend in the future. In the face of this trend, for enterprises, what needs to be considered is how to do a personalized customization in line with market positioning, so as to bring benefits to themselves.
The development of private customization is far from expected
Private ordering is a “slow†consumption process that advocates spending time extravagantly and slowly in an impetuous and fast-paced current society. Compared with the huge products in the hypermarkets and brand independent stores, there is no difference between the two. The private order is more about communication and participation. In the "fast" way, it can be obtained in the form of "slow" and "complex". A product that expresses your own voice. This purchase process is not straightforward and straightforward, and it doesn't pay attention to speed.
Identify the designer; establish contact and conduct initial communication and communication; then the designer selects the gemstone, metal or other material material according to the purchaser's own temperament and economic needs; then through the first draft of the hand-drawn draft, and again, three times or even It is a number of communication, a jewellery and jade design with its own personality can be finally formed. Then, enter the process of making the same complicated, programmed factory...
In such a seemingly cumbersome process, it is possible to understand the life meaning of a jewel and jade jewellery from the gestation, design and finalization, and the finished product. Compared with the simple viewing and payment of other channels and platforms, private ordering can give buyers more and more than just personality highlights, but the life of a piece of jewelry and jade jewelry. Thinking.
However, in terms of current market conditions, personalized private subscriptions are far from what we expected. Many independent designers are not bound by various factors, and they do not get the market benefits they deserve due to the private subscription of this business. Between independent designers and customers seeking private ordering, it seems that there is always a lack of a bonding medium and atmosphere. There are many consumer environments, lifestyle tastes, individual appeals, and even media communication.
This has led to a strange phenomenon in private ordering. Everyone knows that private ordering can also be said to be one or two. However, when people want to seek such customized services, they are lack of channels. Missing and unable to establish contact with independent designers. Independent designers? Because they are addicted to technology, they neglect to interact with the outside world, making them often "passive" to accept customer service invitations.
The truly reasonable and mature jewellery and jade private custom market environment should be like this - in the open space of information, doing private and exclusive personalized service. Such information is relatively open, not absolute. It begins with the interaction between independent designers and customers, but it urgently requires the involvement of third-party media. These media can be word-of-mouth communication between people, and can also be a dialogue between new and old media and designers and customers.
Just as "reading people, reading things, knowing things, becoming a thing." No matter what kind of medium, the ultimate result is that both designers and customers can learn from familiarity and then to trust and cooperation. How to correctly understand "private ordering" and how to communicate effectively. This may be a compulsory road for private custom to survive and develop.
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