20 12, the year of the lunar calendar, because the birth of Xiao is a dragon, symbolizing good luck, which makes China people full of expectations and hopes. However, influenced by the global economic environment, the 20 12 China market opened higher and went lower. After a sharp rise in the first quarter, it fell sharply in the second quarter, and a roller coaster market appeared. Then it collapsed and fell into a downturn. As a high-end consumption, the jewelry industry is hard to avoid being immune in the depressed market.

In the confusion, as a new army in the jewelry industry, Caibao Jewelry has gone against the trend and performed amazingly in the depressed market, bringing vitality to the industry.

The following is the statistics of the sales of gold, diamonds and colorful jewelry of a famous domestic jewelry brand in the first 10 month of this year compared with the same period of last year (Figure 1):

Figure 1 A brand 20 12 years sales of thousands of gold, diamonds and colorful treasures.

According to the data in the above chart, in the first 10 months of this year, the market of gold jewelry and diamond jewelry was very obvious, and it entered Jin Jiu Silver Ten. With the recovery of gold price and the approaching wedding season, gold ornaments are on the rise. However, the sales of diamond jewelry are still sluggish. Although the above data can not represent the national market situation, it is an indisputable fact that jewelry sales have fallen sharply. On the other hand, although Caibao jewelry is not as strong as 20 1 1 year, the sales in the first 10 months showed an increasing trend compared with the same period of last year, and the growth rate of each month was between 6% and 20%, showing a strong contrast in the overall depressed market.

Next, let's take a look at the statistics of the wholesale sales of Caibao jewelry in the first 10 month today compared with the same period last year (Figure 2):

Figure 2 Growth of Lu Xian Caibao in 20 12 years

According to the information provided by Lu Xian Jewelry Company, compared with the same period of last year, the wholesale sales of Caibao jewelry in the first 65,438+02 months of 2065,438+02 increased slightly, about 6%, but compared with the sharp decline in sales of other categories in the jewelry industry, this is already a good performance. Although the data only reflect the sales situation of a company, as the "first share of China Caibao", Lu Xian Jewelry Company's position in the Caibao industry and its sales data, as the epitome of the current Caibao jewelry market in China, have certain reference significance.

Compared with 20 1 1, what are the characteristics of China caibao jewelry market in 20 12?

Feature 1: Tourmaline drives a new pattern of multi-category and diversified market development of colorful jewelry.

In 2008, Lu Xian Jewelry Co., Ltd. and Caibai Company held a grand tourmaline promotion activity with the theme of "Xiyingmen" during the Beijing Olympic Games, which quickly set off a wave of buying, appreciating and collecting tourmaline in Beijing and even the whole country. From 2009 to 20 1 1 three years, the market sales of tourmaline doubled year by year.

The advantage of Caibao jewelry lies in its rich categories. With the improvement of consumers' awareness of colorful jewelry, their choices are not limited to tourmaline, but more kinds of colorful jewelry begin to enter consumers' field of vision, giving them more diversified and colorful choices, making the colorful jewelry market tend to be rational and mature, forming a new pattern of benign development.

Analyze the proportion of all kinds of colorful jewels sold by Lu Xian Jewelry Company in the first 10 month of this year, as shown in Figure 3 on the next page:

Figure 3 Proportion of all kinds of wholesale sales of Lu Xian Caibao 20 12

The data in the above picture shows that tourmaline jewelry, which has been outstanding in the colorful jewelry market in recent two or three years, is no longer "outstanding" this year, while traditional categories such as amethyst, topaz and topaz are still "elegant". Furong stone prehnite has won the favor of more and more consumers with its elegant and moist taste, so its position in the colorful jewelry market is becoming more and more important. It is worth noting that with its gorgeous colors, unparalleled size and fire color of sapphire, the sales volume of tanzanite has risen rapidly, which has great momentum to replace sapphire in the popular market.

20 12 A new pattern of colorful treasure market with diversified structure and reasonable tendency is gradually taking shape.

Feature 2: Consumers pay more and more attention to the colorful treasure culture.

Caibao jewelry consumption generally reflects the following consumer psychology:

Conspicuous consumption psychology. Over the past 30 years of reform and opening up, people's living standards have been greatly improved in a relatively short period of time. Wealth has become one of the criteria for evaluating a person's success to a certain extent. People need to show their value in a certain way and gain social recognition and respect. Therefore, people convey the information of identity, wealth and status by buying and using scarce and expensive luxury goods. Colorful jewelry with these characteristics has naturally become a carrier for many people to show off.

Consumer psychology of maintaining and increasing value. Jewelry has the function of preserving and increasing value, which is one of the important psychology that many consumers spend money on. Ruby, sapphire, emerald and other high-end colored treasures are scarce and expensive, but there is never a shortage of buyers, largely because they are not only beautiful but also have the function of maintaining and increasing value.

Decorative consumption psychology. With the increasing disposable income, consumers pay more and more attention to the decorative function of jewelry. Especially with the frequent cultural exchanges between China and foreign countries and the rapid development of fashion industry, consumers' consumption psychology is also changing rapidly, and colorful jewelry has become consumers' new favorite with its colorful colors and personalized style.

20 12, as an industry with rapid progress against the trend, the consumer psychology reflected by Caibao also shows the characteristics of increasing consumer taste and paying more attention to Caibao culture.

Take the "In the Mood for Love" series launched by Lu Xian Company on 20 12 as an example. This 18K series with the design concept of "China buckle" not only has the size and specifications suitable for most women's signs in China, but also the price is affordable for most colorful consumers. The most important thing is that it carries the culture respected by consumers in China. Using the new Chinese fashion perspective, the designer skillfully combines the classical buckle with the fashion concept, which not only embodies the interlocking structural characteristics, but also permeates the aesthetic modern atmosphere, perfectly interpreting the unique fashion charm of China elements. Judging from the feedback from the end consumers, most consumers were first moved by the special cultural charm of this series, and then comprehensively considered and finally bought it.

From the source of consumption-oriented jewelry industry, all colorful jewelry in 20 12 pays attention to "colorful culture", which is the most psychological selling point. For example, the "Fish Yue" series launched by a company explains the cultural charm of "more than one year" and "happiness and pleasure" with colorful and lovely fish; Another example is the "APPLE Apple" series launched by a company, which conveys the psychological demands of "wisdom", "passion" and "peace" through various small colored apples, and conquers the hearts of a large number of color consumers of the younger generation after 1980s and 1990s.

Feature 3: the enthusiasm of the industry to distribute colorful jewelry is improving.

In 2009, the author wrote an article about the jewelry industry's expectation for the development of China Caibao market in the next five years. According to the statistics of the survey results at that time, 53.7% people hold the views that "it will gradually prosper after five years (3 1.60%)" and "it may prosper in the future (22. 10%)". However, after three years, the situation has changed fundamentally. Recently, according to the statistical data provided by a professional Caibao wholesale company in Shenzhen, the results show that in the last three years, the number of customers selling Caibao jewelry has increased sharply (table 1):

Table 1 Customer growth of a professional Caibao wholesale company in Shenzhen

Remarks: the annual increase of 1.20 12 is converted into 12 months.

2. Statistical data are provided by Lu Xian Caibao Jewelry Promotion and Sales Center.

The above information shows that the number of customers increased significantly in the first 65,438+00 months of 2065,438+02, indicating that under the economic environment of depressed market, more and more merchants began to pay attention to the colorful jewelry market and chose to sell colorful jewelry in order to seek a breakthrough in business. This is the general trend, and the China Caibao market has basically taken shape. This is the author's basic estimate of the current development of colorful jewelry market. In this big market, seize the opportunity, invest early and reap early; If you hesitate to wait and see, you will miss the opportunity. Especially in the current jewelry market, the profit margin of diamond jewelry is shrinking sharply, and the entry of colorful jewelry market has opened up new business growth and profit growth space for merchants. Many dealers have already paid off from it. This has been more and more widely recognized in the jewelry industry.

Feature 4: Caibao market extends from first-tier cities to second-and third-tier cities.

Before 20 10, China Caibao jewelry market was basically concentrated in the first-tier cities of provincial capitals and the relatively developed eastern coastal cities. Although in some big cities with relatively developed economies, the sales of Caibao jewelry have increased greatly, it is still a "spring breeze" for inland second-and third-tier cities with relatively backward economic development. However, this situation is gradually changing in the last two years. According to statistics, among the customer groups of Lu Xian Jewelry Company, the number of customers in second-and third-tier cities in the mainland has accounted for more than 20% of the total customers in the past two years.

Jiahua's wedding jewelry is a typical example. The company's market positioning is the mass consumer market in second-and third-tier cities. Jiahua wedding jewelry brand has a solid market foundation in Hunan and Guangxi. Recently, the author learned from Su Jianming, the chairman of the company, that there are more than 400 self-operated stores and franchise stores under Jiahua Jewelry brand, of which more than 30% have started to sell colorful jewelry and achieved quite good sales results.

20 12 China jewelry yearbook