The Market has Doubled as a Strategic Goal QuicklyMainland brand
Mainland Jewelry Market StructureEnlightenment common industries developing and evolving gradually mature, the phasing out of the four regular stages of development. At present, China jewelry industry is gradually maturing stage, is manifested by a number of jewelry companies build a systematic brand operating system, enter the brand competition stage.
In particular, more and more investors into the jewelry trades, and even earlier have not been concerned about the crystal ornaments are involved, use of market segmentation model and conquer new markets. Jewelry business to win market operations, through economies of scale necessary to enhance their market competitiveness, this decision the jewelry from a simple operator Bixu the "gold shop custom", "batch Jing Ying" Zhuan Bian Wei to "syndicated scale" development, or they can not effectively absorb a wider range of consumer customers.Jewelry is between the goods and money between the special items, their prices and profits are the political, social factors such as the Bo Dong Jing Ji impact, but Zai under the brand's appeal and capital Yunzuo Tixizuizhong be formed, will be You Xiao Fengxian Pinpaitouzi control.
Means of the previous single "quality trust" or "Honest" is no longer the only condition to meet the consumer market. Jewelry products must carry an emotion, desire, and to meet the special factors, it is socio-economic development, the development of consumer culture, fashion and cultural development of the inevitable result.Operators for RG59+2 power cable jewelry, jewelry only goods, but for customers, the jewelry in the jewelry the same time as carrying the "currency hedge" effect. Jewelry commodity attribute determines its "preservation of," it only relies on the strength of the brand to promote.
In the current stage of the competition, "big fish" and "fish" has the same opportunity to compete, because the pack are spared from war to the development of the industry has brought instability, market entry threshold is low, "big fish" if a lack of self- early warning and the prophet, first capacity, it quickly dies, and the "small fish" with mobile flexibility, if the power of using foreign capital, they will take the opportunity to grow. Moreover, the jewelry industry will soon enter the Mainland market reshuffle time, competition will become increasingly clear pattern of division, the market share between brands, the terminal network capacity, profitability is bound to a large distance space.
The Market has Doubled as a Strategic Goal QuicklyMainland brand jewelry industry competition disorder, need to have a core group of brands competing to harmonization of norms and guide the market. Thus, resulting in an absolute brand leadership group is necessary in order to facilitate the blind consumption of evolution jewelry brand targeted consumer. Zhou Dasheng jewelry over a long period of accumulation, should be a leading jewelry brand in the important group of brands.Present for Zhou Dasheng jewelry brand, the positive attitude it should take the initiative to "offensive" to "speed war" means to consolidate their market position. Any trade, business is only a "first" to long-term stability, this is one of the important rules of business competition.
Although Zhou Dasheng jewelry sit in the mainland market has been the market share, the first volume of the terminal outlets or number two, but the basis of brand strength in terms of market share and volume of the terminal network is a temporary competitive performance, not is the absolute success factor in the brand, because of the vitality, defense focus more on strong brands in the consolidated index.Especially in a state of cohabitation of the spared from war, a strong brand advantage rather than increasing market multiplier effect results, including the channel's rapid replication, the terminal capacity to network the Internet to promote and market access to maximize profits.
Then, Zhou Dasheng jewelry brand how "offensive" and "speed war" to the market quickly double purpose?Mainland jewelry industry on the current view of market competition, can be divided into two categories, namely large-scale participation of the brand and follow the brand. The former grew up most of the early brands, such as Zhou Taisheng, Chow Tai Fook, Chow Sang Sang, TSL, Old Phoenix, the old temple and cutting-edge brand TESIRO psychic and so on, these brands with a forward thinking, that is, channel up, and the relative emphasis on fine channels and terminal operation; and most of the new brand was the use of reverse thinking, that channel sink, because the jewelry industry has developed to a certain scale, with some barriers of trade, so only through the new market niche brand In other words, through the construction of low-end channels, the completion point of the terminal shop.
But no matter what channel brand jewelery line and develop the market competition, the first camp of the brand is bound to lead towards the fine jewelry industry, the direction of the operation, while first-tier cities based on the limited channels and business district and the second and third tier cities in large market space, they will strive to channel sink, staking their claims.Zhou Dasheng jewelry brand how to do channel sink, then started taking? I think that, first, pay close attention to national jewelry brand. By Chow Tai Fook, Chow Sang Sang, Luk Fook, Old Phoenix, Xie Ruiqi as the representative of the brand, though different in key areas, but they will bring strong pressure to Zhoutai Sheng, Zhou Dasheng particular focus should be CTF as a precautionary. Therefore, Zhou Dasheng branded channels in its lateral work, we must strengthen the effectiveness of first-line marketing channels, including front office and even the edge of the city business district achieve rational planning and control, as quickly as possible to seize the first-line market gap.At the same time, Zhou Dasheng to pay close attention to the rise of regional brands.
However, I believe that the current infighting warlords domestic jewelry industry, the brand positioning of the mining space is great. Once the branding, the core, Zhou Dasheng brand concept and brand personality charm of structural elements would naturally formed, thereby affecting the establishment of Zhou Dasheng jewelry design, integrated communication system, terminal building and image building.Zhou Dasheng jewelry present stage of its brand image correction system and reform is inevitable, including the VIS system and the SI-based system modification and upgrade, select "high quality" communication channel, and only in the formation of a unique branding proposition of the premise Next to do in-depth segments to gradually raise the value of the brand Zhou Taisheng, implicit promotion of the value of their products.
