Chow Tai Fook's "jewelry staging" has made a comeback. What's different this time? Practitioner: Still not reliable
On Tanabata this year (August 7th), Jincheng Consumer Finance and Chow Tai Fook (HK:0 1929) launched an innovative jewelry staging product-Fu Loan under the slogan "Jewelry can be staged, but happiness is not staged".
According to official data, the loan amount of this product is 3000- 15000 yuan; The loan is 65,438+00,000 yuan, which will be paid in 65,438+02 installments. The monthly interest is about 97 yuan, and the annual interest rate is about 1 1.64%. Among them, the single withdrawal amount must be greater than or equal to 1000 yuan.
The consumer industry understands that this business was launched in July 20 19, and is currently only open in Chunxi Road Store in Chengdu.
"It is still in the trial operation stage, and this business will gradually cover the whole country in the future." Jincheng Xiaojin employees told Jinjin Community.
It stands to reason that the positioning of the jewelry industry is a luxury, and there should be natural scene advantages in consumption staging. But recently, many people in the industry told the consumer industry that jewelry staging may be a false proposition.
It's not the first time to test water and jewelry by stages.
In the field of network staging, Chow Tai Fook is not testing the water for the first time.
As early as 20 16, Chow Tai Fook teamed up with Weizhong Bank to develop an online jewelry installment product "Fu Wei Loan" with a maximum amount of 654.38+10,000 yuan. The credit line cannot be withdrawn, and it is only used by users when they buy jewelry in Chow Tai Fook's offline stores. When purchasing, they only need to pay half of the down payment. Insiders of Weizhong Bank told the consumer industry, "Their department has been adjusted and has stopped doing this business." The consumer industry understands that the biggest risk in this industry comes from tx.
"It's too simple to buy jewelry offline for money, and it can't be controlled at all. Some channels can go back to Chow Tai Fook Direct Store. " Informed sources revealed.
In addition, from 2065438 to June 2007, Chow Tai Fook settled in Lexin Staging Music Mall to provide jewelry staging services for white-collar workers; Not only did it launch the interest-free activity of Gold Jewelry 12, but it also cooperated with Chow Tai Fook to provide preferential activities for consumers.
At present, the staged music mall also has the entrance of Chow Tai Fook. Users can enjoy up to 36 installment services when they open the Lexin installment card. In addition to online staging, some stores of Chow Tai Fook also cooperated with "Bao Staging" to introduce its staging business into online stores. Consumers can choose to buy by installments in Alipay, JD.COM installment, Vipshop, Netease koala and some credit card malls. As a high-quality scene, the jewelry industry will naturally not be ignored by licensed consumers except for lending platforms and financial technology companies. This time, Chow Tai Fook also improved its previous business model.
Compared with the previous online staging, Chow Tai Fook focused its business on offline channels, which accounted for 90%. In addition, the previous "credit line" has also become a consumer loan installment, thus reducing tx.
Risk.
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Despite this, the prospect of jewelry staging is still foggy.
It stands to reason that the quality of the consumer groups in the jewelry industry is high, and there should be natural advantages in staging scenes. Recently, however, many people in the industry pointed out that jewelry staging is actually a false proposition.
In fact, it is really difficult to promote jewelry by stages.
First of all, from the positioning point of view, jewelry products can be positioned as luxury goods. As high-end consumers, many of these customers are platinum diamond credit card users, and their ability to pay is not bad, so their willingness to go on stage is low and their market volume is limited.
The "Fu Loan" launched by Chow Tai Fook and Jincheng Xiaojin can only be aimed at people with "insufficient funds".
For example, recently, Easyhome, in conjunction with Ant, launched the furniture interest-free installment product "Poly Seconds Loan". However, the consumer industry understands that it is also difficult to open up the market in the early stage.
A high-end home marketing executive told the consumer industry: "The market demand for this product is very small. In fact, in the early stage, the company gave a reward, paid with a second loan, and gave the sales staff a 4% commission on the transaction amount, which was barely popularized. Only some low-end mass brands will use it, and high-end brands like us have never used it. "
In addition, from the perspective of merchant management, if you choose to pay in full, the merchant can receive the money immediately; For installment payment, the cash flow will be delayed accordingly.
Finally, to develop new scenarios from the perspective of risk control and cost, the platform needs to adjust the scoring model for new customer groups. At present, the docking cost of human development and testing, system software and hardware, input cost and other systems is high, and it is difficult to grasp risk control because of unclear traffic.
The jewelry of Chow Tai Fook and Jincheng Xiaojin is divided into stages. At present, it seems that