Zhou De Fen
1. A glimpse of the industry
1.1 Terminal, from enclosure movement to branding
In the past few years, the jewelry industry has experienced an apparent boom, from a dozen jewelry stores in a shopping district to dozens or even hundreds of jewelry stores, both jewelry retailers and jewelry brand operators have been rapidly running a race to the top of first-tier and even second- and third-tier cities. and even the second and third tier cities are running to encircle the territory. The old brand heating up, the revival of brand activity, the rise of new brands, from the source to the terminal, from the layout to the competition. However, the growth rate of the market is limited, far from the speed of the business enclosure, to a core business district, for example, the consumer power of three years grew three times, but the number of jewelry stores increased by seven times. Fixed market share, the continuous rise of merchants, everyone with a share of the pie, is bound to produce fierce competition, from the beginning of the brand promotion, to the activities of promotions, and then direct concessions, not only hurt the business itself, but also hurt the brand. Competition between merchants for the consumption of the pull is limited, but for the related industries is huge, advertising costs, rent increases, personnel costs, and so on. Many merchants and brands after a round of bloodshed, began to learn from the pain to realize that the operation is the hard way, benign operation is the king, began to pay attention to the operation of the brand. Various brands in the operation of refinement and scientific differences, so that the terminal of each brand's strengths and weaknesses are gradually revealed in a round of horse racing and fierce price competition, another round of refinement of the operation of the survival of the fittest continued.
1.2 front-end, the big waves of sand, the survival of the fittest
"Such a big water shell, thousands of businesses, tens of thousands of transactions every day, but there is not a cafe can be used for business negotiations," this is the sentiment of all the people who came to the water shell for a business visit. On the one hand, the original planning and support has been unable to meet the development of the industry; on the other hand, it also shows that the fierce competition in the industry, making Shui Bei become a land of gold. The first round of prosperity in Shui Bei makes it a piece of paradise for the industry, no matter for the upstream wholesalers, brand operators, terminal retailers, as well as the edge of the service provider. Water shell of the edge of the prosperity of the area is driven by the core area of water shell, however, in a series of peripheral expansion, both property operators, or businesses have not received good results, a jewelry trading center opened with a bang, after that is a dismal business. For this reason, we can learn from the Yiwu International Trade City, the initial trade city to meet the basic one-stop shopping for merchants, the latter part of the Trade City, "in front of each store to stay a minute to three months to finish shopping," which is the Yiwu people hanging on the lips of a sentence, the scale of doing a great job at the same time did not have control of the benefits of the rate of increase. Jewelry wholesale industry is basically a point-to-point form of trade, the country's tens of thousands of retailers, and the front end has thousands of wholesalers. Early enterprises have established their own belonging and cooperative relationship through the previous operation. Jewelry industry itself for the higher capital requirements, the newborn jewelry companies just want to take advantage of the edge of the geographical advantage of the water shell, the concentration of sources of advantage to dig for gold is a simple but difficult thing to see. Coupled with the cost of financing, operating costs rise, the industry for new enterprises and the original test of the enterprise is increasingly severe. The old business is not into the retreat, the new business is not into the death, this is the current water shell, the waves of sand, the survival of the fittest!
1.3 Foreign capital, emerging models of the impact of the industry
Once upon a time, there was a saying, "gold jewelry has the property of preservation of value, the jewelry industry is now operating the best safe haven." In the real estate economy, speculative economy at a time of depression, a large number of funds into the jewelry industry, coupled with the desire of the people of the country for emerging capital operations, making the jewelry industry, a new army of foreign industry. This new army high, relying on its pre-strong capital strength in the market to set off waves, but the jewelry industry is a fine management of the industry, in the absence of concepts and themes in the background of a blind reliance on discounts, crazy store burning campaign in the market, although the waves caused by a lot of money, but there is no follow-up funds to continue to follow up the dominoes last one will eventually fall.
Network jewelry is no longer a new term, after a round of optimization and shuffling network jewelry highlights the fine operation as the core of the outstanding brands, while with the increasing transparency of diamond prices, traditional retail stores and network experience stores basically realize the integration of **** born. Then some large vertical class B2C website into the brand arbitrage period after the beginning of rapid parallel expansion, the jewelry industry's huge flow of water also attracted this them. 2012, including Jingdong, store one, Taobao, including large online stores have to test the water, to carry out the gold group purchase, playing gold online price war, but the special nature of the fluctuations in the price of precious metals so that most of the financial investment experience of the online store without financial investment experience to lose the inventory and the money entangled in the quagmire. The money is tangled in the quagmire.
Non-jewelry business capital, business, talent into the industry to promote the development of both, but also hurt the market, but the market will automatically heal. After the market healing or return to the ultimate nature of its fine business.
2. The current us
2.1 The stock operation mode of the shopping mall
2012 China Jewelry & Jade Jewelry Yearbook
Just as hypermarkets and convenience stores solve people's daily life needs, primary wholesalers' large-sized stock showrooms and secondary wholesalers' small- and medium-sized showrooms provide daily supplies for the retail side of the industry. Since the establishment of Yuehao showroom, it has been adhering to the guiding concept of establishing a Wal-Mart of jewelry wholesale, with a wide range of products and sufficient inventory to meet the daily replenishment needs of various merchants. At the beginning of the establishment of the low turnover rate of goods, new products are imitated and other problems, but with the stability of the customer base, turnover speed accelerated, in addition to maintaining a stable inventory of the best-selling products, to achieve the daily product updates, which also makes Yuehao showroom to most of the jewelers to the water shell must go to the place. However, the jewelry hypermarket type of operation, as commercial hypermarkets, low profit, high cost, coupled with the risk of fluctuations in the price of gold, must rely entirely on the refinement of the operation to achieve profitability, a number of years to experience countless practice and summing up, Yuehao Gold Jewelry Hypermarket has formed the production and development, quality control, on-site sales, business tracking, logistical support, risk control and other aspects **** with the formation of a complete system.
2012 China Jewelry & Jade Jewelry Yearbook
2.2 Establishment of fair trading system
For many years of operation, Yuehao has always insisted that it does not fight with competitors in price wars. Price war is the most inferior means of business competition, which not only harms the opponent but also harms ourselves. Relying on low prices to attract customers is only a moment, and really want to do business with customers for a lifetime must maintain a fair and stable pricing system. At present, Yuehao's pricing system has become the pricing reference standard for similar enterprises in the industry. It is because of the guidance of a group of large enterprises like Yuehao and the industry associations that the whole industry has not seen large-scale injurious price wars in recent years, which objectively promotes the healthy development of the whole industry.
Implementation of sunshine purchasing measures, not to the customer's purchasing staff to bribe, so that customers always rest assured that the procurement. As we all know, most of the enterprises' purchasing process is full of shady practices, and the most worrying thing for the enterprise owners is the improper transactions in the purchasing process. Yuehao has put forward the Sunshine Purchasing Program, i.e., no matter which customer and what time to purchase from the company, we have implemented the unified standard to ensure the maximum rights and interests of the enterprise owners.
2.3 Innovation for breakthrough
Suibei never lack of creativity and productivity, the lack of persistent creativity and practice. The investment in innovation is huge both in time and economy, so many enterprises would rather copy than innovate. Yuehao has been carrying out various innovations and practices since its establishment. In order to get rid of the imitation of competitors, we have realized the release of new products every day vertically and centralized the release of innovations in phases, and insisted on the innovation of mode, marketing and service horizontally. Yuehao's continuous innovation and practice makes the company and other enterprises to realize a very good separation, while shaking off the rivals, but also won the customers, as a customer said: "Yuehao team has a kind of magic, every time we go to Yuehao can see and hear new things, this is the real reason why we are willing to come here".
2.4 Surrounded by a new golden circle
On the one hand, because of our continuous innovation and the gradual expansion and stabilization of customer resources, Yuehao has become a must-visit for many customers; on the other hand, there are fewer and fewer storefronts in Shui Bei area that can be used for business. The original parking lot area behind the New Xindi Hotel has undergone a quiet change in the supporting services front, a large number of gold processing and wholesale enterprises will move their showrooms to this area, forming the Golden Triangle trade area centered on the Yuehao showroom in the New Xindi Hotel. The neighboring enterprises have seized the concentrated source of customers in this area and the characteristics of Yuehao's large and comprehensive products, and made full use of the small and exquisite. At first, they eat some of our customers and orders to let us really painful; but in the long run and from a macro point of view, the concentration of industry represents a greater prosperity, complementary will form a greater cluster effect, mutual competition will promote each other's progress.
3. From the platform trade to the platform service transformation
Gold products occupy a large amount of capital, the risk of fluctuations in the price of gold and its in the trade in the meager profits formed a great contrast. Enhancing profits, accelerating the flow and stabilizing the trade flow are the fundamental elements of the industry's operation. With the development of the terminal retail industry, the jewelry industry gradually from the family business to enterprise business development, enterprise business enterprise to branding, group development, the establishment of a variety of norms for the upper reaches of the enterprise puts forward more demand. Now, not only the quality and price requirements for the service requirements have also gradually increased, especially many new model enterprises, for the upstream supply chain service needs are completely different from traditional enterprises.
Good service is not only a good strategy for binding customers and stabilizing orders, but more importantly, through the service docking with enterprises to directly and effectively grasp the needs of enterprises, through accurate information to guide the development and the formation of effective quantitative sales, compared to the traditional mode of business saves the occupation of materials, accelerating the circulation, and fundamentally improve the efficiency of enterprises.
The development of service from a business link into an important system of the enterprise, and then developed into a profit system, the profitability of the service-based system is far better than the basic marketing system in terms of both benefits and costs.
2012 China Jewelry and Jade Jewelry Yearbook
4. From pure trade to culture, information transformation
As Mr. Liao Chuangbin, president of Andrew Chiu, said: "Jewelry is an outsider envious of death, their own tired of death of the industry," he said a sentence out of the heart of all the people in the jewelry. Jewelry industry, especially the front-end production and wholesale field, the input and output ratio of poor amazing. At present, the jewelry industry is still commonly used gold, work, time to calculate the cost and sales pricing, which will inevitably result in creativity, design, cultural added value can not be embodied in the product and recognition, just become a form of expression of the product. This not only cuts down the enthusiasm of innovation but also seriously lags behind the development of the industry. With the entry of foreign brands, and some focus on cultural product development enterprises to mature and grow, the market for domestic high value-added products began to gradually recognized. However, this is only the beginning, in order to improve the efficiency of enterprises and enhance the international status of the whole industry, we must pay attention to the implantation of cultural creativity, the product into a work. This is a road we have to explore.
The rise of jewelry e-commerce, the most valuable significance is to tell all the jewelers, jewelry can be data sales. In the whole business process in the logistics cost and risk is the biggest (Note: This refers to the logistics refers to the physical stage of the existence of the product). Then the use of good information flow, information flow to maximize the replacement of logistics and amplification of logistics, will bring more benefits for the enterprise, for example, from Italy's platinum diamond olive tree only one in the world, if you want to sell it by way of exhibition, then the cost of transport insurance is very large, long cycle; if made into high-definition graphics and video at the same time in the domestic several stores for exhibition sales, then the cost is low, the cycle is short! This is an example of information flow to replace and amplify logistics. Such examples are countless in our production and operation, however, this is only a point of information technology, if the enterprise will be a comprehensive information technology, then no matter in the business decision-making, risk control, product sales, after-sales service and other aspects will achieve unprecedented breakthroughs.
2012 China Jewelry & Jade Jewelry Yearbook
5. Dare to suffer, the courage to try
We adhere to the price war, set up a price benchmark, not only did not reduce the number of customers, but also increase the customer's recognition of us, while stabilizing the industry's pricing system; we implement the sunshine purchasing not only did not reduce the volume of business, but also firmly locked in the strategic cooperative relationship with the big customers. The strategic cooperative relationship. In the industry appeared bad inflection point and signs of enterprises must stand on the correct and righteous position, dare to suffer, do not go with the flow, as the saying goes, the right way is the vicissitudes of life.
2012 China Jewelry and Jade Jewelry Yearbook
Innovation, so that Yuehao people have tasted the sweetness, is the secret of our rapid development. Innovation is no longer just product innovation, but now we take innovation as a kind of business philosophy, implanting it into every aspect of the operation, management innovation, model innovation, service innovation, even including the innovation of talent introduction, restaurant service innovation and so on.
6. Believe in the power of knowledge
Knowledge is the first productive force, how to train and arm the existing talent, how to introduce new talent; how to the theory of knowledge into practice is the nuclear power of the rapid development of enterprises.
In terms of talent training, we combine the original teacher with apprentice, superior training system, external training system, has begun to prepare for the establishment of Yuehao Management College, combined with internal and external teachers effectively armed with the existing talent, while organizing the middle and lower level cadres for amateur training, to ensure that the middle and lower level of the average academic qualifications in college or above; for the high-level cadres of the company will be organized by batches of domestic and foreign universities for further training, to strengthen the management theory of learning. The learning of management theory.
In the introduction of talents, enterprises in addition to continuously attracting talents in the industry, the courage to tap the outstanding talents outside the industry, in the development and inheritance of excellent management experience while constantly realizing innovation and breakthroughs. At present, the enterprise from the United States, Japan, Hong Kong, Shanghai, Beijing, Nanjing and other places to introduce various types of talent to enrich the enterprise's management team, the new trend of new talent is gradually affecting the development of the enterprise.
Combined with the operation of the project, and constantly try to innovate. Adhering to the principle of combining theory and practice, just thinking without doing is a paper exercise; without in-depth research and data analysis to act rashly is the courage of the people. At present, Yuehao constantly conducts theoretical and data research in the process of innovation, and then carries out stage-by-stage and planned project implementation, and then turns into regular business after the project is successful. This not only avoids the risk of large-scale investment, but also realizes the practice of continuous innovation.
As a U.S. expert said at the current jewelry exhibition in the U.S. cultural exchanges, "the world, as long as men do not give up on the pursuit of women, the jewelry industry will not decline", the jewelry industry is a traditional sunset industry, in different times and under different circumstances performance is different, he is the pursuit of beauty for consumers, for the operator The jewelry industry is a traditional sunset industry, which performs differently in different times and under different situations, and is the embodiment of the pursuit of beauty for consumers and the practice of meticulous management for operators.
2012 China Jewelry and Jade Jewelry Yearbook