Founded in 197 1 year, 1990 entered the mainland market and opened its first store in Harbin. Product categories are more comprehensive, with more emphasis on design sense.
After the jewelry market in China's first tier cities was saturated, Xie Ruilin, like other jewelry brands, took second-and third-tier cities as the main expansion locations. However, in recent years, compared with other brands such as Chow Tai Fook, Luk Fook Jewellery and Zhou Shengsheng, Xie Ruilin's development has been tepid, and its voice on social media is also small.
Xie Ruilin lacks the ability to create explosions, and the wedding ring is the main propaganda content in Little Red Book. But this kind of non-entry, non-daily products, it is difficult to deepen consumers' impression of the brand. However, Xie Ruilin may also find its own advantages from industry trends.
For example, similar to the recovery trend of Chow Tai Fook's gold products, Xie Ruilin also said in last year's financial report that gold products have promoted performance growth, which means that the gold consumption boom has once again shown a recovery trend.
Under the circumstance of offline decline, Xie Ruilin will continue to increase the development of online channels. In the Mainland, Xie Ruilin has a wide range of online channels, including Tmall and JD.COM, and provides online purchases through WeChat. At present, Xie Ruilin's online performance accounts for 3.8%, which is expected to increase to 5% to 10% in the short term.