1. Retail industry has entered the era of "all-media" marketing.
2012165438+1October1,the online promotion of "Singles Day", which attracts tens of billions of dollars a day, is an epoch-making symbol for the retail industry in China. Consumers began to enjoy a special "online shopping carnival" for almost all goods, from jewelry to color TVs and cars. According to the data released by Alibaba Group, the sales of its Taobao and Tmall online malls reached 19 1 100 million yuan on the same day, which was 6 times higher than the 3.36 billion yuan Taobao transaction volume set by 20 1 1 on the same day. The transaction volume of these two malls in this 1 day is even close to the annual transaction volume of 211600 million yuan of thousands of group buying websites in China. Another noteworthy contrast is that this figure is three times the operating income of more than 5,000 outlets of 395 large and medium-sized commercial enterprises in Shanghai in the golden week of 20651month 438+2002. A few years ago, the price war between Gome and Suning in physical stores triggered the grand occasion of consumers queuing in the early morning, which was inadvertently replaced by online marketing.
Obviously, with the rapid improvement of e-commerce "information flow, capital flow and logistics" in just a few years, and the gradual establishment and enhancement of consumers' confidence in online shopping, e-commerce enterprises and enterprises like Suning and Gome, which are the first to catch up with the tide of e-commerce, are completing a "Normandy landing" on the pure "offline" traditional retail model. Many people think that this is an "either-or" game between emerging e-commerce and traditional retail, but it is not; In fact, as a typical representative of e-commerce, many new media retail channels such as Internet, TV shopping, telemarketing, e-mail marketing and mobile applications are merging with offline stores in the retail industry to form a complementary all-media marketing wave, which is the retail revolution that swept the world as reported by IT Manager World. "The wave of the Internet and e-commerce has set off the third revolution in the retail industry ... Both online and offline retailers will face the challenge of the third revolution in the retail industry. Its attack stems from the fact that we are entering an era of absolute buyer's market: consumers will have the supreme choice. In addition to shopping, he can choose any channel, any time and any place at will, and he can buy the goods he wants with a click of the mouse or mobile phone screen. "
If the new media channel of e-commerce was still in the trial stage in the retail industry, including jewelry industry, before 2 10 century, then in just over two years from 20 10, all-media marketing has been overwhelming. From foreign Wal-Mart and Macy's to Suning, Gome, Intime Department Store and Chow Tai Fook, no retail giant is willing to give up this opportunity, so the American retail giant Macy's Department Store. If customers encounter the problem of missing codes or inappropriate colors when shopping online, the sales staff of Macy's department store can search for suitable goods from the Internet and place an order, and then deliver them directly to consumers' homes; Using the "TrueFit" tool launched by macys.com, the online shopping mall of Macy's Department Store, the system will automatically recommend suitable jeans as long as consumers input information such as age, body shape and weight.
20 12 China jewelry yearbook
Image source: IT manager world
2. All-media marketing: the golden key to the change of jewelry industry
The mainstream target of e-commerce in China is hundreds of millions of netizens aged 20-45, who are also consumers in the jewelry industry. In fact, jewelry has been playing an active role in the e-commerce trend in China since 2006, following the successful online shopping of diamonds by Blue Nile (blueniel.com) listed on Nasdaq. In addition to the "vanguard" of diamond online shopping, such as Diamond Bird, Crane and Davini, according to incomplete statistics, hundreds of traditional jewelry enterprises have tried water e-commerce in the past five years. In the online shopping promotion of 20 12 Singles' Day, the sales of Tmall's official flagship stores of several jewelry brands were all over 5 million yuan that day, and the sales of Kelan Diamond, one of the leading diamond e-commerce enterprises, and Chow Tai Fook, which officially entered the e-commerce market on 20 10, exceeded100000 respectively. Crane. Com claims that its average customer unit price is more than 3,000 yuan, while Chow Tai Fook's highest customer unit price order is a diamond pendant set worth 368,000 yuan. In fact, before Chow Tai Fook, many large traditional jewelry enterprises in Shenzhen had taken different forms, which were closely related to emerging channels such as e-commerce and TV shopping. After leading enterprises such as Chow Tai Fook and Chaohongji have joined the tide of e-commerce, online and offline multi-channel marketing methods have rapidly developed into the mainstream of the industry. Up to now, * * * has 203 jewelry brands in Tmall Mall. According to incomplete statistics, more than half of them are from traditional jewelry enterprises, and more than 80% are offline experience stores.
The multi-channel development model of jewelry industry can be simply divided into the following four types. Let's take a look at their respective advantages and challenges:
Advantages and challenges of four channel models.
All brand enterprises in the above table, except Bloves, mainly rely on their own promotion in official website, and other brands actively and extensively develop e-commerce through various media channels. Among them, Tmall Mall, JD.COM Mall, Dangdang.com, Zhuo Yue Amazon, and online shopping malls of major banks are all channels for these jewelry brands to choose. In addition, all brands try their best to expand their brand influence with the help of corporate Weibo marketing. Here we analyze the advantages and potential challenges of the four channel models. It should be said that at this stage, it is impossible to determine which model is the most suitable and can win in the fierce competition. However, we can predict:
(1) Although pure online shopping e-commerce will occupy an important position in the jewelry industry, like other industries, the combination of online marketing and offline physical experience will be the "king" in the jewelry field in the next decade. According to the goal of "Several Opinions of the State Council on Vigorously Promoting Informatization Development and Effectively Ensuring Information Security" issued in July 20 12, by the end of the 12th Five-Year Plan, the proportion of online retail sales in the total retail sales of social consumer goods will exceed 9%. 20 1 1 At the end of the year, the proportion was only 5%, and jewelry accounted for less than 2%. This is because ordinary consumers rely more on offline service experience for jewelry and diamond products with a customer price of more than several thousand yuan. If we consider the guiding role of online promotion in offline transactions, the proportion of online retail sales in the total sales of the jewelry industry will undoubtedly increase greatly! In other words, "O2O", that is, online shopping guide and offline consumption mode, will be the mainstream of the jewelry industry.
(2) Under the general trend of all-media marketing in the next few years, traditional jewelry enterprises will gradually experience a new round of "reshuffle". First of all, all-media marketing will give birth to a number of emerging national brands such as Diamond Bird, Coran and Bloves because of its characteristics of transcending geographical restrictions. Secondly, following the successful practice of big-name jewelry such as Chow Tai Fook, a group of mainland local jewelry enterprises will accelerate the pace of all-media marketing and take the opportunity to expand the national territory or consolidate the competitive advantage in the region. As a result, the traditional situation of local brands in China will be quickly shaken, and the survival of the fittest will be eliminated. Those enterprises that are passive and conservative in the face of megatrends and can't respond effectively will face reshuffle.
3. Enlightenment of all-media marketing to traditional jewelry enterprises
When jewelry enters the Internet age, it still faces several bottlenecks, such as the heavy cost of opening a shop and distributing goods, the financial difficulties of the credit sales mode of upstream wholesalers and the credit line of downstream retailers, the expensive brand marketing cost, and the huge impact of emerging e-commerce enterprises on the traditional jewelry industry.
All-media marketing provides a dawn for the jewelry industry to solve these problems. The practice of companies such as Chow Tai Fook has proved that if properly operated, all-media marketing will help to consolidate and strengthen brand competitiveness. The remarkable feature of today's consumers is that they are no longer loyal to a certain channel, but appear alternately in physical stores, online stores, mobile stores, social stores and other channels. Allowing consumers to get a more carefree and consistent shopping experience through multiple channels, and integrating the back-end supply chain seamlessly and efficiently will enable retailers to effectively expand sales and increase brand viscosity.
Moreover, the emerging IT virtual reality technology, coupled with the mobile Internet technology based on fashionable tablet computers such as iPad, will greatly narrow the "distance" between online and offline channels-this is undoubtedly a development space with great imagination for the jewelry retail industry with high cost of opening stores and distributing goods. With the maturity of 3D virtual reality technology, precious jewelry and luxury goods can be displayed by 3D virtual means, and consumers can "get in touch" with unlimited goods in the storefront through technical terminals such as iPad, color TV and holographic image, without increasing the operating cost of the storefront. Since 20 1 1, mainstream jewelry companies such as Chow Tai Fook and Diamond Bird have used iPad as their sales tools in-store and off-site activities. IPad collects massive diamond inventory information, or displays its latest 3D products, so that store sales staff can easily face consumers and improve sales turnover and brand experience without increasing distribution costs.
20 12 China jewelry yearbook
"The Internet will become more and more real, and physical stores will become more and more virtual." Sun Weimin, vice chairman of Suning Appliance, described the future of retail. In Suning's strategic layout, offline stores will add more smart shopping technologies (using handheld smart terminals to recommend goods, self-service online payment, etc.). ), and online stores will enhance the authenticity of shopping through 3D virtual fitting. These plans of Suning have more practical significance in the jewelry industry where products are expensive and rely on visual experience. On 20 10, the dazzling cube 3D jewelry display terminal is highly respected in the jewelry industry.
The significance of Internet-based all-media marketing for jewelry industry lies not only in B2C retail level, but also in B2B field. In the United States, Rapnet.com has integrated nearly 10,000 upstream rough diamond suppliers and downstream jewelry retailers around the world, enabling retailers to directly cross middlemen and freely purchase nearly one million global rough diamonds at upstream prices, thus changing the pattern of the diamond industry. Some jewelry manufacturers and processors will shoot exquisite product style galleries, even 3D product galleries, and release them to all distribution retailers at the first time through mobile terminals such as the Internet and iPad, thus greatly speeding up the contact between new products and consumers, obtaining first-hand feedback information and effectively saving the release cost of new products. This trend is happening rapidly in China. The "Diamond National Standard" iPad application terminal jointly released by the National Jewelry and Jade Quality Supervision and Inspection Center in Shenzhen Jewelry Fair on 20 12 and Waltz Technology Co., Ltd. helps retail stores quickly popularize diamond standards based on new media, and can query jewelry appraisal certificates in real time in physical stores, so that consumers can shop with confidence. In September, the newly launched "GGE Global Jewelry and Jade Trading Platform" was praised as "Rapnet" of China by the industry. It can be predicted that once the upstream suppliers and jewelry production and processing enterprises begin to accept the use of new media means, share virtual diamond and jewelry stocks with retailers, and let retailers sell products in physical stores in a virtual way, the operating costs of the jewelry industry are expected to be greatly reduced, and the jewelry cakes of the younger generation of consumers will become larger and larger. Internet all-media marketing is setting off a far-reaching wave of change in the jewelry retail field.