Where is the core of the Jewelry City model?

The jewellery business is really difficult to do year after year. Although Jewelry City has gathered most of the jewellery wholesalers, it is still difficult to hide the signs of sales downturn. Recently, there have been reports that although the price of gold has been continuously bullish, the Jiangxi International Jewelry City, located in Hongcheng Road, Nanchang City, has not been robbed and sold by aunts in previous years.

Think about the days when you were able to earn money when you were lying down. Jewelry suddenly had a faint sorrow. Is the jewelry city no longer a sight?

From the door to the city to the people to go to the building

Everyone who knows the jewels knows that since 2002, the gold and jewellery industry has entered a period of explosive growth, and Jewelry City has grown at a faster rate. In recent years, influenced by the economic and social environment, the jewelry industry has experienced a large sales resistance. The “Spring seems to have gradually faded away from the original glory”.

Recently, the author has checked the information and found that in addition to the Jiangxi International Jewelry City, there are many jewelry cities that have also appeared in the phenomenon of “people going to the building”.

As early as October 2013, Changsha Golden Port Jewelry and Jade City suffered a major dilemma since its opening due to economic downturn and business model impact. Most merchants were temporarily closed and the mall was rectified.

In June 2014, as a well-known brand in Shunde jewelry industry, Wanhui Jewelry City was caught in a business dilemma due to funding problems, and was officially suspended from business and entered the business.

In April 2015, Xi'an Tiandi Jewelry City in Xidan was basically unsuccessful due to the sluggish business, which also led to the funding problems of the shopping malls, and had to close the door.

In mid-June 2015, due to factors such as cold sales and rising costs, merchants gradually withdrew, Ningxia Jewelry City was forced to close the door and had to re-invest in business. The "glory" of 23 years is gone forever.

At the beginning of June this year, the Shandong Jewelry Trade Center, a large jewelry city in the north, was sparsely populated after opening. The merchants responded strongly. The mall decided that the eastern district of the mall would no longer operate jewelry. The other regions operated normally and more than 30 businesses were required. Evacuation.

With so many jewellery cities going out of business, the jewels are a little shocked. The common problem between them is just because the business is bleak? In fact, the bleak business is only a big trend in the current market. Every jewellery city is experiencing, but there is still a jewellery city with perseverance. This also shows that there are many subjective reasons for the jewellery city to go out of business.

In addition to being the survival rule of nature, the weak meat is also applicable to the business community. Finding the cause of failure and reinvigorating is what we should do now.

Why did it fall to such a point?

First, the market is weak. Since falling into a trough in 2014, the jewelry industry has not shown signs of improvement, and the traditional store business in the jewelry market is deserted. Due to the economic recession, the annual decline in consumer income, coupled with stock market crashes and other factors, consumers began to worry about people's livelihood issues, naturally will not buy luxury goods. According to relevant statistics, last year, the retail sales of jewellery products of 100 major large-scale retail enterprises nationwide fell by 3.5%, and some businesses that could not withstand the pressure of funds closed closed.

Recently, Zhou Shengsheng and other jewelry companies also disclosed in the announcement that the performance in the first half of 2016 showed a different degree of decline, mainly due to the weak consumer sentiment and the decline in turnover.

Second, the more and more jewelry cities are opened, too similar. As the industry is opening up to the Jewelry City, it is easy to become a blind market dynamic in the industry without planning. Most of the newly opened jewelry cities are in the form of “copying” and “paste”. The management method lacks new ideas and it is difficult to attract buyers and consumers.

Third, it is affected by rising prices. Faced with the test of the “winter” of the jewellery industry, the rapid increase in rents due to the rapid development of the industry in the past few years has become a “baggage” for many merchants, opt out or re-find the shelter of lower rents. New choices for merchants.

The industry also told Jewelry Jun, a store with an area of ​​less than 60 square meters, plus rent, utilities, property fees, etc., will cost tens of thousands per month. In addition, the wages of employees are still rising, the store has suffered a serious loss, and the store transfer is also helpless.

The fourth is the impact of e-commerce and micro-business. In the slower growth rate, jewelry companies began to seek new business opportunities. At this time, the rapid development of the Internet has allowed jewelers to see opportunities. The momentum of micro-business and e-commerce development is like a stone thrown into the center of the lake, and the jewelry industry is smashing. This subversion of the traditional jewelry industry's marketing system has created a certain threat to the terminal store.

Why are there still frequent opening of jewelry cities?

At the peak of the jewellery industry, the industry is shrinking, businesses are cats and winters, and many jewelry cities are facing a major adjustment. Under this circumstance, Jewelry City, which is still "not afraid of death", has been opened in succession. Why do they dare to take such risks?

It is reported that in March 2016, in the northeast corner of Huixin West Bridge in the prosperous North Fourth Ring Road in Beijing, a Zhongrun Jewelry City was established overnight. Zhongrun did not have an investment advertisement, and did not open a promotion conference. It opened a three-storey, 6,000-square-meter jewelry city and opened it smoothly.

The China News Agency also reported that from Panyu to Huadu, extending from Liwan to Foshan Nanhai, a whirlwind of jewelry city is sweeping through Guangzhou, and there is a tendency to spread to the surrounding. Centering on Hualin Street, Yuansheng Street and Sanhe Road, Huali Jewelry and Jade City, Liwan Square Jewelry and Jade Market, Shiyan Mingdu DIY Jewelry Theme Park and Hualin Jade Square are among the surrounding.

Recently, news from Hunan shows that in September this year, the gold and jewellery city of Hunan BBK Group will be open for business. Backgammon is positioning the Jewelry City as a professional cross-border gold jewelry direct purchase city in Central and South China. In addition to the first-line jewelry brand, it will also include its own branded jewelry products. Jewelry City is surrounded by large-scale American shopping malls, international fashion furniture plazas, stupid fashion districts, hotels, apartments, office buildings, residential and other commercial forms, with nearly 10,000 parking spaces. This also means that after the Friends of the Group in the original site of the National Goods Exhibition, the creation of the Friends of the gold, the second commercial capital of Hunan Province, step by step, has also begun to set foot in the operation of its own gold jewelry brand.

In such a turbulent situation, these jewellery cities have opened frequently. In addition to the industry, there are even capitals from other industries that are actively entering the jewelry industry. Where are they from the confidence and courage? How are they in What survived the brutal competition?

The reason why Jewelry City bounced against the trend

What is the reason behind the opening of the Jewelry City?

First, innovation has great opportunities. According to the jeweler's multi-party inquiries, Zhongrun Jewelry City, which was full of investment, was the first to launch five-guarantee sales in the national jewelry industry according to the needs of consumers, namely, selling low prices, purchasing fidelity products, wearing warranty value, depositing value-added, after-sales No worries. In terms of business forms, in addition to the traditional market, Internet +, mobile promotion, etc. are standard.

In addition to innovation in service and sales, Zhongrun Jewelry City insists on innovation in the profession. In particular, an engraving area has been set up to allow the engraving to be in close contact with the consumer, so that the customer can experience the magical charm of the jade carving. At the same time, it also provides customized services for consumers to fully satisfy the individualized pursuit of consumers.

The second is to do a comprehensive and complete large-scale integrated jewelry city. Some developers in Guangzhou Jewelry City have created a jewelry fair exhibition venue at the expense of retail sales, including large-scale, private museums and treasures in Guangzhou. The collection includes antiques and art collections worth nearly 200 million yuan and is open to the public. There is also a series of exhibitions for the exhibition of jewellery and jade in the jewelry fair. Some developers also have apartment-style hotels, which are convenient for the on-site merchants to receive customers, and intend to form a comprehensive large-scale integrated jewelry expo, in order to attract merchants and consumers who are constantly stationed.

The BBK Group's Executive Gold International Gold Jewelry City is located in the new world of BBK Meixi. The mall is positioned as a business and tourism complex, facing the consumer groups of the middle class and emerging families. This group of target customers has certain economic ability. They are the mainstream consumers who buy jewelry. When the mall opened, the passenger flow exceeded 1.5 million within two days. Such huge market demand is no wonder that BBK Group is still optimistic about the jewelry market. Big-handed, big investment attracts big passengers to the jewelry city. It seems that the BBK Group is not sure of it!

The third is to respond to market changes and attract more brands to settle in. Increasingly rising rents and renovations have become the concern of most merchants. In response to market changes, developers can formulate some preferential policies or appropriately reduce merchant rents, retain existing merchants, attract new merchants, and maintain the stable development of the jewelry city. At the same time, attracting more international and domestic famous jewellery brands will help to enhance consumers' overall trust in Jewelry City and enhance the quality of Jewelry City, which will help to gather popularity.

The fourth is the simultaneous development of online and offline. Jewelry is different from other commodities. In addition to clear-cut diamonds, price-transparent gold, and silver, it is difficult to determine the uniform value of jewelry products. Jewelry without standard uniform value, it is difficult for merchants to make large-scale sales through the Internet.

Jewelry believes that high-value jewellery is a luxury, and most people will not be assured of spending a large price on the virtual platform of the Internet. Therefore, high-value jewelry products are more inclined to sell offline, low-end value jewelry products or diamonds with clear standards, price-transparent gold products can take micro-business, e-commerce channels. Such a combination of online and offline, simultaneous development, is the current trend.

Faced with a long "cold winter" in the jewelry industry. Jewelry City has to break through from the competitive Red Sea and keep it warm. There is still a long way to go. During the period, the number of jewelry companies will decrease, but the rest of the companies will be more professional. The so-called keep the cloud to see the moon, can be past the victory!

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