Jewelry industry from foundry to industry gathering

The brand upgrade series of the marketing layout has already achieved the third period. In this issue, the industry is the jewelry industry. One piece of data is worthy of attention: compared with other fast-moving consumer goods, home appliances, and the automobile industry, the advertising in the jewelry industry is very poor compared to the big money in advertising. At present, the advertising volume of the jewelry industry is only about one billion yuan a year, even Not as good as the advertising volume of a company in Yili for one year. However, in this industry, there are not companies that do not want to be branded: every carat, IDO, Zhaoyi jewelry, etc. are the brands that have risen in recent years, but in the process of creating a brand, they have to face strong foreign competitors. Internally, we must face the price pressure of homogenous products, how can we get out of the brand of Chinese jewelry? Sell our own brand premium? What problems do jewelry companies face in the process of industrial upgrading and brand building? How to solve it? I hope this topic can give an answer.

In Futian District, Shenzhen, there is a place called Shuibei. The jewellery area of ​​this place is always bustling and bustling. Throughout the year, jewellery buyers from all over the country will focus on purchasing here, wholesale a large number of jewellery back to retail. Therefore, there is also the saying that "Chinese jewelry looks at Shenzhen, Shenzhen jewelry sees Luohu, and Luohu jewelry looks at water." This sentence does not exaggerate the position of Shenzhen Luohu in the Chinese jewelry industry, while Shuibei Jewelry is the largest jewelry industry gathering area in Luohu. There are more than 2,000 local jewellery companies here, and the sales of Shuibei Jewelry in 2011. It has a scale of more than 100 billion yuan and accounts for more than 50% of the Chinese jewelry market. Its influence in the Chinese jewelry market is no less than that of Huaqiang North in the Chinese electronics market.

An unacceptable reality is that in Shenzhen Shuibei, a beautifully designed platinum necklace does not have a silver necklace sold by Tiffany or Cartier. Although Shenzhen Shuibei has become China's jewelry design, manufacturing and sales center, due to the long-term neglect of brand building, there is currently no jewellery brand that is screaming in the country. The industrial form is mainly based on wholesale, with Chinese jewellery and jade. Shi Hongyue, deputy secretary general of the Jewelry Industry Association, said that the development level of China's jewelry industry is still relatively low, and the industry is in urgent need of upgrading.

At the recently concluded China Jewelry Industry Summit Forum, Shenzhen jewelry industry people discussed the theme of brand capital accumulation, cultural development and brand communication in China's jewelry industry. The consensus of the forum is that China's jewelry industry has reached an urgent need. In the development stage of brand upgrading, it is extremely urgent to build a well-known jewelry brand in China.

Industrial upgrading in exploration

Lu Lihang, chairman of Shenzhen Yanuoxin Group, started from scratch. From an apprenticeship in the past, after 20 years of struggle, he became the pioneer of Shenzhen Shuibei Jewelry Trading Center and witnessed the development of Shenzhen jewelry industry.

In the late 1980s, the earliest batch of jewelry processing enterprises in China appeared spontaneously in Shatoujiao, Shenzhen. As the world's three major jewelry centers, a part of Hong Kong's jewelry processing commissioned Shenzhen's enterprise OEM, developed into 2002, gathered more than 100 jewelry processing enterprises, in addition to taking orders from Hong Kong and Macao, but also for other parts of the country. Through the OEM for Hong Kong and Macao, Shenzhen's jewelry companies have earned the first pot of gold.

The advantage of Shenzhen's jewelry enterprises lies in processing and crafts. In the first 10 years, the industrial form was very monotonous, and the enterprises were also independent. They lacked communication and the homogenization of products was very high. At that time, hundreds of jewellery companies in the Shuibei area had gathered in this area, spontaneously forming an industrial gathering area. However, since companies and companies are closed to do business, it is not easy for buyers to come to Shenzhen Shuibei to find a suitable supplier.

Lu Lihang, who has been in business for many years, also sees the development of the industry. He feels that if the industry wants to continue to develop, it must innovate. What I want to do is to be an industry integrator, integrate thousands of jewelry companies in the Shuibei area, and build a nationwide trading platform, so that all companies compete on this trading platform.

In 2004, Lu Lihang began to build the Shuibei International Jewelry Trading Center, investing 200 million yuan to buy 3 floors of a total of 10,000 square meters of property, hoping that the jewelry enterprises in Shuibei District can display in the trading center, concentrate on trading, and expand the market. “But at the beginning, other jewellery companies did not buy it. They felt that they were concentrated here. One was worried about the product being imitated, the other was information transparency and the competition was too intense.”

In fact, as a jewelry trading center and a trading platform, the market is bigger, the opportunities are more, the number of buyers in the country is more, and a nationwide industrial gathering is formed; and the development of the company is more diversified, and the division of labor in the industry chain is more refined. Many companies can specialize in R&D, support and retail, and the form of the industry is also enriched.

The government saw such a development trend, and also involved in the investigation of the jewelry industry, which attracted attention. Later, the government mobilized industry associations to support the construction of the trading platform. Finally, driven by the government and industry associations, jewelry companies in the Shuibei area gradually joined the platform and opened the door to do business.

After 20 years of development, the country has formed several large jewelry industry gathering bases, such as Shenzhen Luohu Yishuibei Jewelry Industrial Base, Guangzhou Huadu-Panyu Industrial Base, Zhejiang Zhuji Pearl Industrial Base, etc., among which more than 2,000 jewelry in Shenzhen Enterprises, accounting for more than 70% of the country's market share. Most of the jewelry enterprises are located in the gathering place of the jewelry industry, relying on the atmosphere of the business circle to drive the development of the enterprise.

More specialized and segmented

More than 2,000 jewellery companies have gathered in the Shuibei Jewelry District of Shenzhen. The establishment of the Shuibei Jewelry Trading Center has promoted the industrial clustering of this region and further exacerbated competition, which requires jewellery companies to transform in a new competitive environment. Many companies are thinking: What to survive?

The intensification of competition and the transparency of transactions have prompted jewellery companies to carry out specialized division of labor on the basis of strengthening their own advantages. Some enterprises focus on the research and development of jewellery and innovative design. Some jewellery companies focus on jade culture, and some Companies focus on manufacturing, and some companies focus on the pearl sector.

In order to develop his own jewelry business, Chen Hanyi of Shenzhen Oriental Ruilu Jewelry Co., Ltd. moved from Beijing to Shenzhen to start a business. The emphasis is on the maturity of the Shenzhen jewelry industry chain, from R&D, manufacturing and wholesale to wholesale sales. There are many enterprises, including jade, colorful treasures, diamonds, pearls, etc. The division of labor in the industry is becoming clearer and clearer.

“I mainly focus on jade culture, and it is a jade with rich oriental auspicious culture. We are going to deepen the jade products with cultural concepts. Now we have the concept of market segmentation. The things with cultural concepts sell the best. The popular gold (1692.60, 35.50, 2.14%) and the diamonds are not selling well," Chen Hanyi said.

The gold medal in gold inlaid jade at the Beijing Olympics inspired Chen Hanyi to develop the idea of ​​gold inlaid stone and developed the patented technology of jewellery on porcelain. He has gone deeper and deeper in this field. In order to ensure his competitive advantage in the Hetian jade field, Chen Hanyi searched the Hetian jade mine in Xinjiang, and finally found the most suitable mine in the East Kunlun Mountains, and signed an exclusive supply agreement with the other party to ensure the supply of raw materials. . In this way, Chen Hanyi grasped the initiative of the whole industry chain in the field of Hetian jade.

Oushi Mann Jewelry Co., Ltd. also moved to Zhejiang Luohu from Zhejiang in the same year. Ou Shiman focuses on pearls, especially since 2009, from freshwater pearls to seawater pearls. From pearl breeding, R&D and design to processing and manufacturing, wholesale sales and retail, it has also formed a pattern of the whole industry chain.

After years of development, Shenzhen Shuibei Jewelry has grown from a three-in-one manufacturing process to a platform-wide wholesale distribution center for jewelry. With the deepening of industry gathering, it has gradually become a national distribution center for jewelry industry. There are many enterprises with clear division of labor and sub-industry in each industrial chain of jewelry. They compete with each other, cooperate with each other, and establish with many international brands. With the strategic partnership, the development of the entire industry has entered a new height.