A man in sportswear said that he only knew Leofoo. As for why the jewelry company was named after Zhou, he shook his head and said there might be one. I don't know the specific reason.
A businessman said in an interview that Chow Tai Fook had heard of and knew about Zhou Shengsheng, and the others should be knockoffs.
A young man said that he only knew Chow Tai Fook and he wanted to know why his surname was Zhou. Are they brothers?
Consumers can't effectively identify these jewelry enterprises, and they can only learn about different enterprises from the perspective of jewelry store advertisements or sales staff introductions. The jewelry industry is mostly surnamed Zhou, and the general reaction of consumers is to deliberately confuse the audience and play the ball. In contrast, Chow Tai Fook, Zhou Shengsheng, Leofoo and Xie Ruilin, four famous Hong Kong jewelry brands, are more recognized by consumers.
Not a family, but why are they all surnamed Zhou?
First, historical reasons:
According to industry insiders, since the bosses who first engaged in the jewelry industry were all from Xiashan, Chaozhou, a local villager's surname was * * *, and the people who first engaged in the jewelry industry were all surnamed Zhou. Until now, there are still many Chaozhou bosses in the jewelry industry. Secondly, because the jewelry industry is a traditional industry, great happiness, life and happiness are all metaphors of beauty. Therefore, the name of this industry is more traditional and lacks creativity.
Second, the suspicion of following the trend and playing the ball:
There are also many people in the industry who believe that the jewelry industry is influenced by Chow Tai Fook and Zhou Shengsheng and is suspected of following suit. The first name is relatively new, and then diffraction is not so clever! This move is mostly to borrow the brands of large enterprises for many years and enhance their popularity through the similarity of names. In addition, there are many jewelry companies named after gold, which is difficult for consumers to distinguish. Many companies are suspected of playing the edge ball.
Third, it reflects the lack of corporate brand strategy:
The confusion of names shows from one side that jewelry enterprises think that brands are just taking a similar name, but they ignore the connotation of brands and lack understanding of brands. Brand is not only a name, but also a product, connotation, popularity, reputation and service. Without a strong brand awareness, just following the big brands is also a manifestation of our national creativity.
What are the benefits of fighting alongside big names?
1, eat, drink and make money-brand effect wins rapid development
So-called well-known brands often successfully symbolize their brand names and symbols. A simple symbol can help consumers quickly associate with the brand connotation and generate purchase intention. Enterprises rely on "big names" to make quick profits, and various big-name enterprises rise rapidly. For some jewels that urgently need to increase the added value of the industry, it is regarded as a "stupid battle" to build their own brands in a down-to-earth manner. Some jewelry enterprises are reluctant to start from the source links such as R&D and design, but start from the packaging, get shortcuts from brand packaging, and make faster profits.
At present, some small and medium-sized jewelry enterprises in China have low level of independent design and slow development; There are many loopholes in the management of gold jewelry industry, such as no patented design, irregular sales and uncertain valuation standards, which also constitute the outstanding reasons for the "plagiarism" behavior of domestic small and medium-sized enterprises
Everyone knows that China people love face-they cater to the vanity of most people.
From a psychological point of view, if a business name is associated with the name of a famous brand or celebrity, it is more likely to attract people's attention. Many consumers feel that buying fake famous brands is "affordable", with good quality, novel style and low price, and can also satisfy vanity.