1 thought on “What is used to reflect the long history of Chinese jewelry”
Forrest
China's jewelry and jewelry consumer market ranks second in the world earlier than the entire luxury consumer market, but the status quo of the entire jewelry industry is not optimistic. The jewelry industry is an ancient industry that has gone through the history of thousands of years. The development of the entire industry can be described as one after another and magnificent. Who can go through the "severe winter", does not depend on the development scale, capital strength and talent structure of jewelry companies, nor does it depend on the industry status, regional advantages and brand influence of jewelry companies, but on this depending on these, it depends on these. Enterprise's corporate development strategy and the implementation level of corporate development strategies. This Based on the development and experience of other industries, this article analyzes the status and future of my country's jewelry industry, and hopes to provide a reference strategic idea for Chinese and medium -sized jewelry companies. The jewelry companies have more than 5,000 jewelry companies, and there are about 20,000 retail terminals. According to the definition of small and medium -sized enterprises in the "Promotion Law of the People's Republic of China", most of the jewelry companies in my country are small and medium -sized enterprises, and they are mostly small and medium -sized enterprises with weak risk capabilities. production enterprises in jewelry companies in our country are mostly labor -intensive, low -tech -added enterprises, and they live on earning meals. With the introduction of the new labor law, the original irregular "low -cost" employment system has basically fallen into collapse. The increase in labor costs 20%to 30%is rising, and it is undoubtedly deadly for companies with investment returns below 30%. Needless to say, other crises are the social security issues in front of them, which is a huge crisis for those small and medium -sized jewelry companies. These can be evidenced by a large number of small factories in other industries. Another important issue of production -oriented enterprises is the copyright issue of product design. With the continuous enhancement of intellectual property protection awareness, the demise of production -oriented enterprises that lack research and development capabilities and have lived by copying the version is only sooner or later. The jewelery wholesale companies in the jewelry industry chain are the most tragic and most sympathetic companies in the industry. Not to mention that last year's wholesale companies evaporated on the world due to the broken capital chain. This year, some wholesale companies also died due to the increase in operating risks and the low profit margin. The manufacturers of the wholesale companies in the past have already become history, replaced by the current spot and daily batches; Pursuing the "best shop volume". It is foreseeable that with the development of the brandization of production enterprises and the continuous improvement of the distribution system of chain operating enterprises, simple wholesale companies will usher in the "end of the poor road." The crisis of the jewelry terminal may be relatively smaller. The slogan "Decisive Terminal" actually reflects the special value of the jewelry terminal. At present, China's jewelry terminals are mainly based on two models, one is the mall counter mode, and the other is a specialty store model. The current competition of the mall counter model has become a patent between a few brands. Cartier, Swarovski, Chow Tai Fook, Zhou Shengsheng, Xie Ruilin, Dream De, Liufu, and Jin Shizun basically dominate. Other brands are in the mall in the mall. Basically in the position of foil and embellishment. and the annual "settings game" and unfair "second -class national treatment" will make this competitive situation more and more conducive to those brands that are now in an advantageous position, and those "national brands "Either take a different approach, or sit on the situation, or barely live. The store model may be the mainstream model of the future jewelry retail terminal, because this retail model has high degree of autonomy and stability, which is very suitable for the steady development of brand chain companies. At present, this store operation model in my country is still immature. With the high -speed development of brand chain operations and the intensification of competition between chain operation systems, the specialty store model will also face huge tests. For example: The conversion cost of the future store model will be higher and the difficulty will be greater. With the advent of the information age, the risk of collapse of a chain operation system is increasing. Essence Although exclusive old stores will not suffer from the "pond fish", the survival and development of exclusive old stores in the brand of the brand is also very worrying. Not only that, the pole differentiation of consumers is becoming more and more serious now. This new social problem caused by the intensification of the rich and the poor has sooner or later it will affect the jewelry industry. As we all know, the "spindle" consumer structure is more conducive to the development of an industry than the "dumbbell -type" consumer structure, and this situation may be more and more difficult to maintain now. The business operations are like walking against the water. If you do n’t advance, you will retreat. In the old saying, there is no far -sightedness, and there must be nearby worry. Enterprises do not see their own industrial development direction, do not understand the objective changes of the operating environment in a timely manner, and are not aggressive and innovative. It is impossible to grow green, especially today's globalization. The problems that Chinese and medium -sized jewelry companies are currently facing: changes in the macroeconomic environment, rising employment costs caused by the new "Labor Law", large fluctuations in international and domestic gold prices and inflation are high. Facing the large -scale invasion of strong foreign brands. not only that, companies also face their own survival and development issues, strategies, products, marketing, management, channels, brands, culture and talents, etc., all of them must be the life of the enterprise, and all the companies let the enterprise allow the enterprise The decision makers were unhappy at night. The crisis is always accompanied by opportunities. As the entire industry is about to consolidate, if it can follow the trend, find the direction of the industry's development, and formulate a development strategy suitable for the enterprise itself. It can also make small and medium -sized enterprises stand out and become the industry leader. First of all, the production -oriented jewelery company, although it is impossible to make a lot of written water terminals like Bai Tai jewelry, but can also choose the development model of professional production. Essence For example, produce some unique products, and we call kings in the segment. Now there are some products of some companies that have certain characteristics, or they are in a leading position in a certain area. If these companies can grasp these advantages and make bigger and stronger in a segment, production enterprises still have the opportunity to develop further, but to increase investment in production and development, and Completely borrowed cooperation. Stidum into Wang He's development can be said to be the preferred strategy of production -oriented enterprises. It extends downward to participate in the successful opportunities of successful production, retail and horizontal development of multi -category production. Secondly, the wholesale jewelry company must actively change the current profit model. The more mature manufacturer's exhibition hall wholesale and the online version of the house, and the distribution center of each chain brand will gradually weaken the wholesale enterprise's wholesale enterprise. status. The wholesale enterprise cannot be developed in the gap between upstream and downstream, and it is necessary to carry out strategic transformation of corporate business operations in a timely manner. The best transformation trend of wholesale companies is to develop into regional brands, or to do regional distribution centers for strong domestic brands. The former's development strategy can also be said to be a longitudinal integration strategy, which requires a certain amount of preliminary brand promotion input; the latter is likely to make wedding dresses for strong brands due to the overall transformation strategy, but both solutions are continuing to wait for waiting for waiting for waiting. It was forced to transform or close. Although wholesale enterprises cannot be said to be a phased product, the living environment of wholesale companies in the jewelry industry will definitely become worse and worse, and survival and development will become increasingly difficult. Finally, the terminal jewelry company with a retail status, adding a potential chain operation system and creating a strong brand of local brands, is the only way to develop. Chain operation is definitely the main business model of the future terminal, and the specialty store model is the first choice for chain operations. The current domestic chain franchise pattern has not been completely formed, and the future prospects of brand counters and small stores in a large number of second -class shopping malls are worrying. With the strong brands of siege cities with a strong brand selected by the Dazhong Store model, those small and medium -sized enterprises with unstable foundation will be greatly restricted. We take the large -scale store model of Liu Guifu Jewelery as an example. To a city, we will choose an excellent area to open a large -scale specialty store. The investment scale is basically between 4 million yuan and 5 million yuan. 8 years. Obviously, the ability of such branded stores to resist risks and future development are great. Coupled with exquisite decoration, strong marketing and excellent product services, it is easy for large stores to become local leaders. "Selection is more important than hard work." When Chinese and medium -sized jewelry companies have reached a need to make a choice immediately, any waiting and embarrassment may lose opportunities and may usher in the disaster. It, no matter in the jewelry industry upstream, middle reaches and downstream companies, the future competition and defense are definitely extremely cruel. Only by choosing the development direction of the enterprise as soon as possible, formulating a scientific development strategy, and unswervingly implementing the established development strategies, can we truly get out of the dilemma of struggling and survival, and truly ushered in the opportunity to develop great development. It information shows that the United States has registered 500,000 enterprises each year, and less than a thousandth of companies can rise to medium -sized enterprises or call it stable enterprises. 999 of the 1,000 enterprises have basically disappeared under this level, 95%of them bankruptcy within 3 years, and the remaining companies will always stay in the ranks of the little boss. The first private enterprise development report released by China in 2005 said: In the past 20 years, there are nearly 150,000 new students in China each year, and more than 100,000 companies that die each year. 60%of private enterprises bankruptcy within 5 years, 85%of enterprises died within 10 years, and the average life expectancy of Chinese private enterprises was only 2.9 years. Mysorious reality, it is difficult for Chinese and medium -sized jewelry companies to escape this fate. In the current market opening of my country's current market, it is getting higher and higher, and the global integration characteristics are becoming more and more obvious; market competition is getting fierce The higher the current status of consumers, if the company does not conduct in -depth and systematic strategic thinking, if the company does not have a development strategy that keeps pace with the times, the enterprise will not say development, and even survival will become a problem. The jewelry industry has always been known as the rising industry, and it seems to be developing in this direction. However, as my country's stock market decreases, the price of energy and raw materials has risen, inflation, US dollar depreciation, silver root tightening ... It is foreseeable that the integration of the jewelry industry will accelerate, competition will also intensify, and corporate profit margins will face the test of rising costs and increasing credit financing difficulties. There is a hypothesis: If these unfavorable factors continue to exist in the future for a long time, how can those jewelry companies that have not yet grown? Inon that the fierce competition of any industry will undoubtedly dispel a large number of brands without core competitiveness, thereby increasing the brand concentration and promoting the overall industry upgrade. Therefore, if Chinese jewelry companies want to break through in the fierce competition, they can only create excellent brands and enhance the core competitiveness of enterprises through innovative development.
China's jewelry and jewelry consumer market ranks second in the world earlier than the entire luxury consumer market, but the status quo of the entire jewelry industry is not optimistic.
The jewelry industry is an ancient industry that has gone through the history of thousands of years. The development of the entire industry can be described as one after another and magnificent. Who can go through the "severe winter", does not depend on the development scale, capital strength and talent structure of jewelry companies, nor does it depend on the industry status, regional advantages and brand influence of jewelry companies, but on this depending on these, it depends on these. Enterprise's corporate development strategy and the implementation level of corporate development strategies.
This Based on the development and experience of other industries, this article analyzes the status and future of my country's jewelry industry, and hopes to provide a reference strategic idea for Chinese and medium -sized jewelry companies.
The jewelry companies have more than 5,000 jewelry companies, and there are about 20,000 retail terminals. According to the definition of small and medium -sized enterprises in the "Promotion Law of the People's Republic of China", most of the jewelry companies in my country are small and medium -sized enterprises, and they are mostly small and medium -sized enterprises with weak risk capabilities.
production enterprises in jewelry companies in our country are mostly labor -intensive, low -tech -added enterprises, and they live on earning meals. With the introduction of the new labor law, the original irregular "low -cost" employment system has basically fallen into collapse. The increase in labor costs 20%to 30%is rising, and it is undoubtedly deadly for companies with investment returns below 30%. Needless to say, other crises are the social security issues in front of them, which is a huge crisis for those small and medium -sized jewelry companies. These can be evidenced by a large number of small factories in other industries. Another important issue of production -oriented enterprises is the copyright issue of product design. With the continuous enhancement of intellectual property protection awareness, the demise of production -oriented enterprises that lack research and development capabilities and have lived by copying the version is only sooner or later.
The jewelery wholesale companies in the jewelry industry chain are the most tragic and most sympathetic companies in the industry. Not to mention that last year's wholesale companies evaporated on the world due to the broken capital chain. This year, some wholesale companies also died due to the increase in operating risks and the low profit margin.
The manufacturers of the wholesale companies in the past have already become history, replaced by the current spot and daily batches; Pursuing the "best shop volume". It is foreseeable that with the development of the brandization of production enterprises and the continuous improvement of the distribution system of chain operating enterprises, simple wholesale companies will usher in the "end of the poor road."
The crisis of the jewelry terminal may be relatively smaller. The slogan "Decisive Terminal" actually reflects the special value of the jewelry terminal. At present, China's jewelry terminals are mainly based on two models, one is the mall counter mode, and the other is a specialty store model. The current competition of the mall counter model has become a patent between a few brands. Cartier, Swarovski, Chow Tai Fook, Zhou Shengsheng, Xie Ruilin, Dream De, Liufu, and Jin Shizun basically dominate. Other brands are in the mall in the mall. Basically in the position of foil and embellishment.
and the annual "settings game" and unfair "second -class national treatment" will make this competitive situation more and more conducive to those brands that are now in an advantageous position, and those "national brands "Either take a different approach, or sit on the situation, or barely live. The store model may be the mainstream model of the future jewelry retail terminal, because this retail model has high degree of autonomy and stability, which is very suitable for the steady development of brand chain companies.
At present, this store operation model in my country is still immature. With the high -speed development of brand chain operations and the intensification of competition between chain operation systems, the specialty store model will also face huge tests. For example: The conversion cost of the future store model will be higher and the difficulty will be greater. With the advent of the information age, the risk of collapse of a chain operation system is increasing. Essence Although exclusive old stores will not suffer from the "pond fish", the survival and development of exclusive old stores in the brand of the brand is also very worrying. Not only that, the pole differentiation of consumers is becoming more and more serious now. This new social problem caused by the intensification of the rich and the poor has sooner or later it will affect the jewelry industry. As we all know, the "spindle" consumer structure is more conducive to the development of an industry than the "dumbbell -type" consumer structure, and this situation may be more and more difficult to maintain now.
The business operations are like walking against the water. If you do n’t advance, you will retreat. In the old saying, there is no far -sightedness, and there must be nearby worry. Enterprises do not see their own industrial development direction, do not understand the objective changes of the operating environment in a timely manner, and are not aggressive and innovative. It is impossible to grow green, especially today's globalization.
The problems that Chinese and medium -sized jewelry companies are currently facing: changes in the macroeconomic environment, rising employment costs caused by the new "Labor Law", large fluctuations in international and domestic gold prices and inflation are high. Facing the large -scale invasion of strong foreign brands.
not only that, companies also face their own survival and development issues, strategies, products, marketing, management, channels, brands, culture and talents, etc., all of them must be the life of the enterprise, and all the companies let the enterprise allow the enterprise The decision makers were unhappy at night. The crisis is always accompanied by opportunities. As the entire industry is about to consolidate, if it can follow the trend, find the direction of the industry's development, and formulate a development strategy suitable for the enterprise itself. It can also make small and medium -sized enterprises stand out and become the industry leader.
First of all, the production -oriented jewelery company, although it is impossible to make a lot of written water terminals like Bai Tai jewelry, but can also choose the development model of professional production. Essence For example, produce some unique products, and we call kings in the segment. Now there are some products of some companies that have certain characteristics, or they are in a leading position in a certain area. If these companies can grasp these advantages and make bigger and stronger in a segment, production enterprises still have the opportunity to develop further, but to increase investment in production and development, and Completely borrowed cooperation.
Stidum into Wang He's development can be said to be the preferred strategy of production -oriented enterprises. It extends downward to participate in the successful opportunities of successful production, retail and horizontal development of multi -category production.
Secondly, the wholesale jewelry company must actively change the current profit model. The more mature manufacturer's exhibition hall wholesale and the online version of the house, and the distribution center of each chain brand will gradually weaken the wholesale enterprise's wholesale enterprise. status. The wholesale enterprise cannot be developed in the gap between upstream and downstream, and it is necessary to carry out strategic transformation of corporate business operations in a timely manner. The best transformation trend of wholesale companies is to develop into regional brands, or to do regional distribution centers for strong domestic brands. The former's development strategy can also be said to be a longitudinal integration strategy, which requires a certain amount of preliminary brand promotion input; the latter is likely to make wedding dresses for strong brands due to the overall transformation strategy, but both solutions are continuing to wait for waiting for waiting for waiting. It was forced to transform or close. Although wholesale enterprises cannot be said to be a phased product, the living environment of wholesale companies in the jewelry industry will definitely become worse and worse, and survival and development will become increasingly difficult.
Finally, the terminal jewelry company with a retail status, adding a potential chain operation system and creating a strong brand of local brands, is the only way to develop. Chain operation is definitely the main business model of the future terminal, and the specialty store model is the first choice for chain operations. The current domestic chain franchise pattern has not been completely formed, and the future prospects of brand counters and small stores in a large number of second -class shopping malls are worrying. With the strong brands of siege cities with a strong brand selected by the Dazhong Store model, those small and medium -sized enterprises with unstable foundation will be greatly restricted. We take the large -scale store model of Liu Guifu Jewelery as an example. To a city, we will choose an excellent area to open a large -scale specialty store. The investment scale is basically between 4 million yuan and 5 million yuan. 8 years. Obviously, the ability of such branded stores to resist risks and future development are great. Coupled with exquisite decoration, strong marketing and excellent product services, it is easy for large stores to become local leaders.
"Selection is more important than hard work." When Chinese and medium -sized jewelry companies have reached a need to make a choice immediately, any waiting and embarrassment may lose opportunities and may usher in the disaster.
It, no matter in the jewelry industry upstream, middle reaches and downstream companies, the future competition and defense are definitely extremely cruel. Only by choosing the development direction of the enterprise as soon as possible, formulating a scientific development strategy, and unswervingly implementing the established development strategies, can we truly get out of the dilemma of struggling and survival, and truly ushered in the opportunity to develop great development.
It information shows that the United States has registered 500,000 enterprises each year, and less than a thousandth of companies can rise to medium -sized enterprises or call it stable enterprises. 999 of the 1,000 enterprises have basically disappeared under this level, 95%of them bankruptcy within 3 years, and the remaining companies will always stay in the ranks of the little boss.
The first private enterprise development report released by China in 2005 said: In the past 20 years, there are nearly 150,000 new students in China each year, and more than 100,000 companies that die each year. 60%of private enterprises bankruptcy within 5 years, 85%of enterprises died within 10 years, and the average life expectancy of Chinese private enterprises was only 2.9 years.
Mysorious reality, it is difficult for Chinese and medium -sized jewelry companies to escape this fate. In the current market opening of my country's current market, it is getting higher and higher, and the global integration characteristics are becoming more and more obvious; market competition is getting fierce The higher the current status of consumers, if the company does not conduct in -depth and systematic strategic thinking, if the company does not have a development strategy that keeps pace with the times, the enterprise will not say development, and even survival will become a problem.
The jewelry industry has always been known as the rising industry, and it seems to be developing in this direction. However, as my country's stock market decreases, the price of energy and raw materials has risen, inflation, US dollar depreciation, silver root tightening ... It is foreseeable that the integration of the jewelry industry will accelerate, competition will also intensify, and corporate profit margins will face the test of rising costs and increasing credit financing difficulties. There is a hypothesis: If these unfavorable factors continue to exist in the future for a long time, how can those jewelry companies that have not yet grown?
Inon that the fierce competition of any industry will undoubtedly dispel a large number of brands without core competitiveness, thereby increasing the brand concentration and promoting the overall industry upgrade. Therefore, if Chinese jewelry companies want to break through in the fierce competition, they can only create excellent brands and enhance the core competitiveness of enterprises through innovative development.