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Core Tip: the next 10 years, brand upgrade and channels change will be the main theme of the jewelry industry. In the terminal is king era, chain stores, is bound to become a key force to change the pattern of the jewelry industry. In the end, China's jewelry industry retail career what characteristics go, today, Chinese jewelry, especially planning the current point of view, to the concern and the Exploration jewelry industry retail model development path. change forces: China is the world's most important jewelery production and consuming countries. China Jewelry Association statistics, the total annual sales of China's jewelry industry for many years high growth in 2010 reached 250 billion yuan, the total sales of 2011 and pushed to reach 280 billion yuan, a year-on-year growth of 12%. According to the survey, gold jewelry has become the third largest consumer hot spot following the housing, automobile consumption of the Chinese people. China Gems & Jewelry Management Center estimates that China, the sales volume of over 500 billion yuan in 2020 to become the world's largest jewelry consumer market. behind the rapid growth in the jewelry market, brand stores, counters of department stores, chain stores, jewelry wholesale market, network sales, the five largest jewelry retail channels forces also is in secretly contest, the business model is gradually forming. these channels which have their own advantages and disadvantages? The next 10 years, who will play the leading role? Who can change the industry structure? traditional strength: department store counters department store jewelry counter is both the most common and retail channels, and is also the most traditional retail channels. North, on a wide, deep tier cities, or three, four department stores of the city, provided a little scale, jewelry counters everywhere. advantage of this channel is obvious: First, the gold position, passenger security, can make use of the mall customer inherent resources to achieve brand communication and sales volume growth; Second, with the mall management, eliminating the need for taxes, security and on-site management, and many other issues, many first choice brand jewelry Kaijiangtuotu the Cartier, Tiffany, Bulgari, Mikimoto and other foreign brands, Chow Tai Fook, Gold, Luk Fook, Chow Sang Sang Hong Kong-owned brand, the old Fengxiang, winning numbers, the old temple, tidal Acer, psychic and other domestic brands are also a channel for the main. Just in a different city, different grades of shopping malls, grade and quantity of the jewelry counter brand is different. However, with the economic development and brand competition intensifies, the drawbacks of this channel is gradually revealed. First, operators mall efficiency requirements of rising operating costs doubling. The mall is to pay attention to the profit level of efficiency (per unit area) general stationed brand has security the bottom sales tasks plus sales point deduction. In other words, the department stores give you much business area requires you to contribute much profit the better ground effect the higher position. Sales point deduction amounted to less than the requirements of the mall's ground effect, the brand only posted their money to make up. Otherwise, I'm sorry, Withdraw leave. stationed demanding brand, your brand management, financial strength, operational level must be excellent in order to gain a firm foothold. A brand into new markets, and must undergo three years of nurturing in order to achieve good sales, this also means stationed department stores set up counters, money to be posted in the previous three years to develop the market. Of course, this is no doubt purification market, previously stationed in the small and medium-brand shopping malls are slowly being phased out, leaving are national brands or well-known local brand. In addition, labor costs, financial costs, marketing costs, mall various Dianqing fees, promotional fees, commercial and public relations fees have gone up (you do not PR probably is not a good location). All these factors have led to a doubling of operating costs remain high. two brands respond to competition and consumer preferences for consumers the ability to control may be slowly weakening. The brand counters set up at the mall, of course, easier management and taxes, but to respond to competition and consumers' ability to control the might weaken. Now, the competition between the mall jewelry brand competition intensified, respond to competitive need rapid response capability and very short decision-making chain, which requires not only the technical aspects of security (such as ERP) need more management-level security (such as process management, decision-making chain). The traditional store counter, after all, shopping centers on behalf of management, the brands competitive information and the collection of consumer information and feedback process will be a major test. urban expansion and upgrading of consumption, need more terminals to meet consumer demand. Urban sprawl, escalating consumption, congestion is a new Wanda represent urban complex as well as a large number of brand stores department stores of the old commercial circle will generate a lot of competitive pressure.
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