According to the statistics of Yubo Ye Zhi Market Research Center, the current Chinese jewelry market Cr 10: 24.2% is higher than that of Western Europe (20. 1%) and the United States (16.5%). However, compared with Europe and America, the regional development of China's jewelry industry is obviously unbalanced. Well-known jewelry retailers such as Chow Tai Fook/Lao Fengxiang/Lukfook/Chaohongji have widely laid sales networks in first-and second-tier cities in the east, while low-end homogenized products are flooding the third-and fourth-tier markets. With the further acceleration of urbanization/consumption upgrading in China, we believe that the leading jewelry brands will gain sustainable growth space in the third and fourth tier areas in the central and western regions through mergers and acquisitions/expansion of their own stores.
There are many links in jewelry making, and the process is complicated. The mistakes in any manufacturing link will lead to the decline of jewelry aesthetics and product quality. On the one hand, the decline of jewelry aesthetics and product quality will lead customers to lose the desire to buy jewelry, on the other hand, it will lead to the decline of brand awareness in customers' minds, and may eventually lose the potential market. The manufacturing process of jewelry requires higher technical quality of workers, and the technical proficiency of production workers will largely determine the quality of the jewelry produced. Only workers with a certain scale and skilled technology can produce jewelry products with a certain scale and high quality.
Domestic jewelry retail enterprises have accounted for more than 80% of the total number of jewelry enterprises, and the number of employees has reached about half of the total number of people in the industry. At present, the competition in China's jewelry industry is fierce, the market is in a relatively dispersed state, and the market share of enterprises occupying the brand advantage of the industry is not large.
Take 2009 as an example, the jewelry sales of four domestic jewelry listed companies (Laofengxiang, Yuyuan Mall, Dongfang Jinyu and Chaohongji) accounted for less than 9% of the total jewelry sales in that year.
Since 1990s, with the increasingly mature jewelry consumption in China, foreign luxury brands and Hong Kong-owned brands such as Cartier, Tiffany, Chow Tai Fook, Zhou Shengsheng, Xie Ruilin and Lukfook have gradually entered China. At present, the domestic jewelry market has gradually formed a competitive situation among domestic brands, Hong Kong brands and foreign brand jewelry enterprises.
From the perspective of luxury goods market, the high-end (luxury goods) market is mainly occupied by foreign capital such as Cartier and Tiffany. From the mid-to-high-end market, several large jewelry brands in Hongkong and China are concentrated here, and the strength of each enterprise is not much different: among them, Win Digital Jewelry and Lao Fengxiang (6006 12. SH), Chao Acer (002345. SZ), Yuyuan Shopping Mall, Chow Tai Fook and Zhou Shengsheng (0 1 16. The high-end jewelry market occupies a large proportion in the whole jewelry market, and domestic jewelry enterprises want to gain the share of this target market if they want to establish their own brands and influence, so the market competition at this stage is very fierce. From the low-end market, there are many enterprises of this grade, most of which are small in scale and scattered all over the country, and there are no prominent influential brands.
From a regional perspective, the distribution of domestic jewelry enterprises is uneven. Several powerful jewelry brands in China are distributed in economically developed coastal areas, such as Zhejiang Win Digital Jewelry, Guangdong Chaohongji, Shanghai Yuyuan Shopping Mall and Laofengxiang. Their enterprises and brands are closely linked with economically developed coastal provinces and cities, and their main competitive markets are also concentrated here.
The main reasons for the uneven geographical distribution of the industry are: the relative price of jewelry is relatively high, which belongs to relatively luxury goods, while in jewelry enterprises, the living standard of residents is relatively high, which provides a material basis for the development of jewelry industry; Jewelry represents fashion, and residents in the above areas are easy to contact and accept fashion trends and trends, which also provides development space for jewelry enterprises in this area.
Jinyi Jewelry Software believes that for the jewelry industry, whether an enterprise has core competitiveness depends on whether it has control over the industrial chain. With the deepening of industrial division of labor and the increasingly fierce market competition, the value structure of jewelry industry chain has undergone tremendous changes, the position of pure manufacturing business in the industry chain has been declining, and the value of design and development, marketing network and after-sales service has been increasing.
It can be seen from the Analysis Report on Competition Pattern and Investment Risk of China's Jewelry Industry that the competition in China's jewelry market is the focus of current competition. Enterprises with high brand awareness and strong design ability are easily recognized by terminal dealers and consumers, while enterprises that do not pay attention to brand building and product design will be squeezed out of the market in this competitive atmosphere.
At the same time, for the jewelry industry, sales channels are the most value-added link in the jewelry industry chain. The direct contact of retail terminals with target consumer groups is an important channel for enterprises to build brands. Therefore, in the strategic framework of enterprise development, although capital, brands, products and other factors are all important factors to support enterprise development, it is an inevitable choice for many powerful brands to rapidly expand and establish a national marketing network in this industry with rapid development and numerous brands. More and more jewelry enterprises expand and control the terminal marketing network in order to grasp the initiative of sales and obtain the premium brought by brands.
The above competitive situation determines that a successful jewelry enterprise must have its own unique competitive advantages in product design, brand maintenance and channel construction.
The above information is compiled and released by Jinyi Jewelry Software.