Jewelry consumption is the consumption of culture

The consumption of jewellery is the consumption of culture: consumption is identity, wealth, status, and the need for respect.

Mr. Xiaotong’s most important aspect of China’s culture is the “shame culture”. Faces appear as symbols of identity and wealth in the status of traditional culture. Consumers are consuming a culture. Gold jewelry is the best carrier.

Mr. Lin Yutang reflects the peak of China's comparison culture in the "Chinese face culture", and the most important content of the comparison is gold jewelry.

The level of demand of the famous sociologist Maslow's people: 1. Physiological needs 2. Security needs 3. Emotional needs 4. Respect for needs 5. Self-fulfilling needs. Physiological and safety needs include eating, wearing, living, and so on. He is reflected in the consumption of basic materials such as real estate, automobiles and household digital. Jewelry consumption is mainly reflected in respect for the needs, she is a manifestation of one's self-esteem, wealth status and so on. Based on China's steady growth of the national economy, after realizing the physiological and security aspects in the pyramid of demand level, it will surely face respected consumption. Consumption is a culture and a kind of enjoyment. Therefore, jewelry consumption will become a major consumer hotspot, which is an inevitable trend of social development (the economic life history of the West has verified this point).

Therefore, jewelry consumption is a marginal and follow-up consumer economy is wrong: jewelry consumption should be a mainstream consumption, the main fluid is now the status of jewelry consumers, a social mainstream, must be the middle and upper leaders, They are the main promoters of society, and the consumption of jewelry is mainly located on them (platinum, yellow, diamond, colored stones, etc.). Therefore, he is the dominant force in the mainstream consumer economy, rather than the main consumer market (the consumption of the masses - the consumption of basic material materials such as eating, wearing, living, traveling, etc.), the consumption of jewelry has never been marginalized. Now China has an average of 22,000 new couples getting married every day, and 44,000 babies are born. Can you get less gold jewellery on these festive days?

In addition, in the jewelry consumption segment, wholesale, free trade, private transactions, collections, foreign affairs gifts, conference gifts (players age mainly 20-70 years old) and other nodes are mostly unreported transactions, with inestimability . Wearing young and middle-aged women is also seasonal, with 3-4 sets per person. Regardless of the comparison with other consumer products, the analysis of quality, quantity and amount is a mystery.

The core of jewellery brand promotion

Design is the core of branding

With the continuous growth of the national economy and the continuous improvement of people's living standards, the jewelry industry has become the third largest consumer hotspot industry after real estate and automobiles. It is growing at a rate of 10 to 20% per year, and since 2003, annual sales have exceeded 100 billion yuan. However, under the impact of the tide of world economic integration, is China’s jewellery enterprises fully prepared for competition? Needless to say, “Cartier”, “Tivni”, “Swarovski”, “Tahiti” "I have already entered the market first, and now the international top jewellery brand "VanCleef & Arpels" is also about to land in China.

Enterprises must be in an invincible position in the fierce market competition. The most fundamental core competitiveness is brand competition. The brand's competition is traced back to the competition of design, crafts and corporate image. It can be seen that design and craftsmanship are the key to the “brand” of jewelry companies.

Jewelry industry design status

Jewelry has a long history and strong cultural connotation in China, but due to historical reasons, China's jewelry design industry is extremely backward relative to the development of the industry. On the one hand, jewellery companies need a large number of design talents, and it is hard to find talents. On the other hand, in recent years, many graduates of jewellery design can't find suitable positions and move into the advertising design industry. What are the reasons? In recent years, China's jewelry enterprises have developed rapidly, especially since 2000, jewellery companies have exceeded 20,000, with more than 3 million employees. Enterprises are developing rapidly under the pressure of the market, and our existing talent training institutions and institutions of higher learning start late in talent cultivation and have weak teachers. In particular, some teachers in colleges and universities, many of whom were originally engaged in arts and crafts, sculpture, and graphic design, are now suddenly engaged in teaching jewelry design, which is a problem in itself. Coupled with the jewellery design requirements, the first is the ability to create, the board, the carving, etc., and our laboratory conditions are very poor, there are no experimental tools, no experimental equipment, how to cultivate talents in such an environment According to statistics, in recent years, there have been more than 4,000 graduates in jewellery design in colleges and universities across the country, and less than one-tenth of the total number of people working in the jewelry industry. Another important reason is that although the development of China's jewelry industry is rapid, it started late. Looking at the current jewellery industry in mainland China has not formed its own brand style, a little better is only a little prototype. Most jewellery companies do not have independent design developers. Even if they only serve as simple drafters, most of the design styles are plagiarized or imitated overseas fashion, so that they can talk about the "brand" image design? So, Formed the three "homogeneous" of the current Chinese jewelry industry: First, product homogenization; Second, marketing homogenization; Third, management homogenization. Whoever solves the three "homogeneous" problems first, who can become the leader of the Chinese jewelry industry competition.

Design is the life of jewelry brand competition

First of all, it should be affirmed that design is an art. Jewelry is an art work. As the level of consumer consumption continues to increase, its knowledge and taste and corresponding consumer demand are no longer the structure of domestic jewelry homogenization products. fulfilled. Consumers are increasingly valued in art design, craftsmanship and branding. Everyone knows that beautiful jewellery is artistic and artistically designed jewellery will not lose vitality or fashion because of time. There are styles, beautiful jewelry should be mysterious, that is the unique "temperament" of each piece of jewelry, otherwise, it is "money to sell money." However, the current situation in mainland China is that jewelers shouted in unison: the profit of products is getting lower and lower. The reason is that jewellery has no art content, no design, no craftsmanship, just a follower that runs behind people. It can only be "money to sell money", so you can have a profit.

Secondly, the artistic design of jewellery is the only way for jewellery companies to get out of “product homogenization” and is the core of the brand image. Because this visual recognition system is the driving force to directly stimulate consumers’ purchasing desire, we can It is easy to identify Rolls-Royce, Mercedes-Benz, and BMW in the weaving traffic. Their appearance is not very different. Why can they be easily distinguished? They all formed their own brand design style. The same is true for jewellery companies. Only by long-term accumulation of their own brand design style can a permanent corporate culture be formed. Nowadays, it is no longer the era of pure jewellery value-preserving consumption, but the “era of art consumption”. In 1993, the famous scientist Li Zhengdao teamed up with the famous Chinese painting master Huang Wei and hosted the "First Science and Art Seminar" at the Yanhuang Art Museum in Beijing. In 2001, Mr. Li Zhengdao also showed the world of design art and science with the sculpture of "The Way of Things" and the sculpture of Mr. Wu Guanzhong's "Desire of Life". The operation of China's jewelry enterprises is becoming more and more difficult, because the design art has not been included in the strategic domain of “brand” image management. Formed: the more famous pearl operators in the industry have joined the marketing of jadeite because of operational difficulties, and the famous jade operators have turned into diamond and pearl dealers. If our business managers no longer take the design art as the life of the corporate brand management, the next stop will be its terminal station to the jewelry market.

The reason why foreign jewellery brands have lasted for a long time is that both jewellery companies and designers will innovate in product art and design style. Therefore, the survival of jewelry brand is the road to innovation in product design. Without the artistic design of the product style, the enterprise will lose its vitality and will inevitably be defeated in the market of brand competition.

Designing the soul of corporate brand marketing

The core of “brand” marketing is: the quality of the product, and the quality of the gold jewellery industry is obvious and difficult to falsify.

In the jewellery industry, the quality of the product is primarily the artistic and craftsmanship of the design. The essential components of the product are determined by the own identification agency. The gold content is 3 9 and 4 9 , 95 pt, 90 pt. A, B, C goods can be found from the certification of the appraisal agency, consumers can rest assured that consumption, and style design is the key to attract consumers, is a "beautiful face" to impress consumers.

In the "brand" marketing we already know that the quality of the product is the first, and as the product quality in the "brand" marketing, including the three marketing concepts:

1. Product differentiation marketing

As a national income per capita GDP of more than 1,000 US dollars, no longer meet the pure value-added jewels

Consumption is more to meet its artistic and spiritual needs, and more to the purpose of personalized consumer demand. Therefore, jewellery must have new concept creations. In the jewellery design style, shape innovation, functional innovation, application innovation, packaging innovation, for example, the combination of jewelry and watches has been a model of success, from the form, The function and application have completely entered a new field of combining jewelry and watches, and have been recognized by consumers. What followed was the emergence of jewellery mobile phones. The mobile phone has changed from functional demand to image demand. The birth of jewellery mobile phones has just adapted to this market demand. This can be certified by TCL's successful “Mengbaoou” jewellery mobile phone. .

2. Marketing of value differences

Based on the differences in jewellery design styles, we create unique and distinctive values ​​of “brands”. For example, many overseas brands are examples of value differences, and the most famous one is “Swarovski”. Crystal has been in China. The history of thousands of years of jewelry, a concept, a style, a color that can be introduced by "Swarovski" brings a very high added value to "Swarovski". The same crystal, the ancestors - the ones that left us, the Chinese culture of the millennium, we have always followed the rules, but did not make it a higher added value. The designers of "Swarovski" have unearthed all the elements in the crystal. Created a variety of crystal symbols, also created a remarkable profit of 2 billion US dollars for "Swarovski" in 2003. This is the most direct expression of style design in the difference in brand value marketing.

3. Marketing of image differences

On the basis of the differentiation and value differentiation of jewellery design styles, creating a distinctive brand image and long-standing adherence to the brand differentiation style will surely drive the rise of the entire corporate image brand, which will surely enable enterprises and products to Consumers have a long-standing reputation and credibility. The differentiated marketing of brand image is the different artistic style design of jewellery. Only by guaranteeing the core design of the “brand” – the artistic design of the style can give the brand “new value” and make the brand sword more sharp and profitable!

Therefore, scientific and systematic art design is the soul of corporate brand marketing.