In recent years, with the sustained growth of China's economy, a large number of funds outside the industry have been invested in the jewelry industry. In just a few years, the jewelry industry has expanded rapidly. Although the traditional jewelry industry has established its own brand influence, jewelry clubs have sprung up all over the country. Now, as a new form of Chinese jewelry industry, the author makes a rough analysis of the club model from his own point of view. At present, the world-famous club brands mainly include Harry Winston, Graf, William Goldberg and so on. Their success is mainly due to their rare jewelry products in the world, the unique design of internationally renowned jewelry designers, and the brand influence of prominent customers of global politicians and many Hollywood stars, which makes their brands have an extraordinary "veblen effect" (that is, the sense of honor and inner satisfaction generated by consumers' purchase), which is sought after by high-end customers and reflects the dignity and privacy of the clubhouse. In China, this is a new model, which is not suitable for establishing clubs from the original retail brands. In the ten years since the rise of the clubhouse, retail brands and some jewelry enterprises all over the country have also tried the clubhouse model, but so far none of them have been very successful. The main reason is that it is very difficult to expand the high-end market on the basis of the existing single brand. At present, there is no real high-end jewelry brand in China, and the existing customer base is not the club customer base. The customer base of the clubhouse is the same as that of the luxury brand, and the brand can't compete with the luxury brand in the competition, so it is difficult to operate. Brand from high-end to low-end is often feasible, but it is difficult to develop from low-end to high-end Because the existing brand has an intuitive impression in the minds of consumers, it takes a long time to develop from the existing brand positioning, but it cannot be directly promoted. Just like painting on white paper and painting on painted paper, white paper will have more room to play. Therefore, the author thinks that the existing retail brands should not be used as clubs, which will make some consumers look at their clubs with their original brand knowledge when they know the brands, which is not conducive to the operation of clubs. It is best to introduce or repackage a club brand and establish a high-end consumer group in the target market. Cooperate with internationally renowned designers and stars to select club products, and make the domestic club model easier to operate by analyzing the scarce jewelry of foreign club products, the design of famous designers and the high-end influence of brands. At present, China still stays at the level of pursuing brands, and has not yet reached the stage of pursuing the design of famous European and American designers. In addition, there are no internationally renowned jewelry designers in China, and the designer route of club mode can choose the auxiliary service strategy of international famous designers' cooperation. The brand influence of enterprises can not be established in a short time, but can be gradually expanded by sponsoring celebrities and politicians. For example, Tesiro sponsored Zhang Ziyi to attend the Cannes Film Festival, which made Zhang Ziyi's image as a brand follower deeply rooted in people's hearts, and even gave people the illusion that Zhang Ziyi was the brand spokesperson, greatly enhancing the brand's influence. Completely different from foreign consumers, China people buy jewelry products more like investment, and care about the function of preserving and increasing the value of jewelry. Therefore, under the domestic operation mode, it seems more effective to adopt the strategy of maintaining and increasing the value of jewelry products. The target customers who enter the high-end social circle are mainly minority groups. How to develop target consumer groups and retain old customers will become the key to the survival of the club. As the saying goes, "Birds of a feather flock together." In fact, if you find a high-end customer, you may find a group of high-end customers around him. This requires clubs to have a higher service level than traditional jewelry stores, and to integrate into the social circle of high-end groups, that is, to make friends first and then do business. The buying habits of high-end groups in different regions are also different. Northerners buy mostly as gifts, while southerners mainly meet their own needs. Therefore, whether the clubhouse can survive for a long time depends largely on the high-end social circle of the operators. How big the social circle is, how big the business is. For example, as a media person, Yang Lan's jewelry has won the support of many friends inside and outside the circle. In addition, the banking system has the largest and most effective high-end customer base, and the scarce club products are also good wealth management products, so banks are also keen to introduce jewelry into their wealth management system. For example, China Merchants Bank is cooperating with Diamond Bird in diamond investment and wealth management, and China Industrial and Commercial Bank is also cooperating with the World Diamond Center (AWDC) in Antwerp, Belgium, to gradually bring Belgian diamond financing business to China. However, the development of jewelry wealth management business by banks lacks professionalism, and clubs can expand channels by jointly organizing activities with banks. Cross-industry club alliance Furthermore, cross-industry club alliance is also a good service model. At present, the category of professional jewelry clubs is relatively single, and the absorption of customer groups is limited. Members of jewelry clubs are likely to have demand for services from other clubs. Cross-industry clubs unite to enrich club services, avoid the disadvantages of being single and unsightly, and achieve mutual benefit and win-win results. For example, some clubs have introduced red wine that represents the taste of life, so that customers can get good visual effects and enjoy the beauty of taste. Generally speaking, the operation of jewelry clubs mainly needs the support of scarce products and must be expanded to the source. For example, the Canadian diamond mining company acquired Harry Winston, and Graf acquired the South African diamond mining company, which made them more capable of obtaining scarce large-particle diamonds. Of course, our domestic jewelry clubs can cooperate with large international club product suppliers to operate on the basis of local regional core cities, and then expand the national market or even the international market after success. Especially today, when the total consumption of luxury goods in China continues to increase, the domestic customer base, which is dominated by clubhouse consumption, is gradually expanding. As long as the enterprise finds a suitable development mode, it will certainly reap fruitful results. (The writer is assistant to the executive director of Shenyang Trevi International Diamond Plaza. )