Shanghai Yayi Gold Store Co., Ltd. originated from Yuyuan Garden, which enjoys the reputation of "tourist attraction and shopping paradise". Is a comprehensive gold jewelry group company integrating design, production, processing, wholesale and retail. As a time-honored enterprise in China, the company ranks first in Asia in the gold and jewelry industry with its huge business scale, exquisite design and production technology and unique and meticulous professional service consultation, and was once known as "the first gold shop in Asia".
After years of dedicated management, Yayi has developed from a regional single store to "Top 500 Most Valuable Brands in China", with more than 500 online stores in various provinces, municipalities and autonomous regions. Business covers gold, platinum, diamonds, colorful treasures, pearls, jade and other categories. A complete integrated industrial chain and a complete product line have become a powerful guarantee for the sustained and rapid development of Yayi. The company has successively won more than 100 national honors such as China Famous Trademark, China Time-honored Brand, China 500 Most Valuable Brand, China Commercial Brand, China Jewelry Brand and National Customer Satisfaction Enterprise, with a brand value of 4.976 billion.
Any classic achievement begins with the intention of the forerunner. With the continuous expansion of the gold and jewelry market in China, the competition among industries is becoming more and more fierce. In order to enable enterprises to gain more development space and improve their own industrial level, Yayi chose a differentiated product strategy, abandoned the original thinking mode, and keenly captured a new dynamic and fashionable market segment-wedding jewelry. To this end, Yayi took the lead in setting a benchmark for wedding jewelry in China, taking building "the first brand of gold jewelry wedding in China" as the brand development road, identifying the target market, highlighting the brand personality, showing its fashionable brand soul with exquisite craftsmanship, exquisite products and sincere service, and making Yayi the only choice for young people to buy jewelry when they are in love and get married. The appearance of major wedding fairs and jewelry exhibitions in China has shown consumers again and again the strength of Yayi's commitment to the first brand of wedding. Colorful original wedding jewelry and multi-channel brand promotion make consumers deeply feel the brand values of elegance, openness, innovation, Excellence, gratitude and true love. The slogan "Love shines forever because of you" also expresses the pursuit and blessing of Yayi.
In recognition of Yayi's contribution in the field of wedding, China Gold Association awarded Yayi the honorary title of "the first brand of gold jewelry wedding in China" on July 20 12.
1. Brand marketing works miracles.
20 12 China jewelry yearbook
Brand marketing activities are one of the important ways for enterprises to directly contact consumers, promote brand concepts and impress consumers. In the process of exploring brand positioning, Yayi clarified the age and consumption characteristics of the target consumers, thus making brand promotion and marketing more targeted.
In recent years, Yayi Gold Store attaches great importance to the theme of "marriage" and "celebration" when implementing brand strategy through marketing activities, or actively uses traditional holidays or festivals to find out the consumption trend, deeply analyze the consumption demand, and constantly carry out various creative and iconic marketing activities, refreshing sales records again and again, and vigorously creating momentum for the brand.
Since 20 10, Yayi has successfully held the "Diamond Festival" for two consecutive years, taking the traditional Valentine's Day in China as a selling point, and launched popular products such as high clarity, high color, perfect cut carat bare diamonds, century-old exquisite diamond ornaments, rich and affordable wedding dresses, which sensationalized the Shanghai jewelry consumption market. “5. 1。 "Marry" wedding theme activities during May Day every year, seize the opportunity of small holiday consumption peak, promote new wedding products, so that couples who miss the wedding fair can also have the same rich product choices.
20 12 China jewelry yearbook
20 1 1, Yayi declared that the "I want to have a wedding" creative wedding contest was vigorous. The brand campaign lasted for nearly five months. Yayi joined hands with Jiang Shen Service Herald and Sina. As a well-known media in Shanghai, com provides a platform for many newcomers and creative groups who want to pursue unique creativity at weddings, showing their talents, happiness and realizing their dreams, and sends out generous gifts, which has caused a sensation, successfully showing the wedding concept of Yayi to consumers, and also allowing consumers to naturally associate Yayi with weddings.
In addition, Yayi actively seeks new channels in line with its brand positioning. Yayi aims to keep its existing customer base, actively pay attention to the new consumption development trend, take the lead in the field of e-commerce, and try to achieve strong alliance and cross-border alliance with different industries. For example, on the occasion of 20 1 1 Christmas, Yayi Jindian held a "Cherish Love, Delicious Food" wedding jewelry feast in the ballroom on the second floor of the five-star Ritz-Carlton Hotel in Pudong, so that couples can enjoy the splendid Yayi jewelry world just like Christmas. Through this wedding jewelry exhibition, Yayi's brand image has risen to a new height. Yayi changed from a traditional wedding brand to an emerging fashion wedding vane, and began to move towards a high-end jewelry wedding brand.
2. The brand carrier contains the true meaning.
Product is the most important brand carrier and the "protagonist" of Yayi brand marketing activities. In order to establish and implement the concept of wedding jewelry, Yayi pays more attention to product design and research and development, and employs famous designers to participate. Every carefully designed wedding jewelry is infused with the unique interpretation of Yayi love and the little blessings of Yayi consumers. The new wedding products launched regularly are well received by consumers, and a series of wedding products are favored and sought after by prospective new people in actual sales.
20 12 China jewelry yearbook
Yayi aims to gradually establish the material carrier of the brand, and at the same time, it also lists the wedding jewelry purchase service as one of the key construction projects. Yayi shopping guide recommends products that meet the temperament and needs of consumers according to their consumption budget and age level, so that every consumer can return home satisfied and gradually accumulate word of mouth. At the same time, Yayi is planning to build a professional wedding jewelry shopping service brand headed by Dong Yan, a city model worker, so that more consumers can get more intimate, professional, systematic and thoughtful wedding jewelry shopping service.
3. Brand image innovation
With the transformation and promotion of brand positioning, Yayi redefined the brand color of Yayi in the process of establishing the strategic goal of "the first brand of wedding jewelry in China", representing fashion and vitality, giving people a feeling of high-end, charm and individuality. It is gradually sketching out a brand-new brand image of Yayi in consumers' minds and pushing the brand image of Yayi to a brand-new height.
The change in the image of Yayi Store has brought many surprises to consumers. Walking into Yayi's flagship store in Chenghuang Temple, the theme color of pink and purple sets off a romantic mood. As the foothold of the development of Yayi brand, Yayi flagship store has undergone several rounds of elaborate "dressing up", which makes consumers feel like entering the wedding hall as soon as they enter the store. The wedding experience area in a conspicuous position is also like a romantic princess room. As the first batch of chain wedding image shops adjusted by Yayi, Yayi Ganghui Store in Xujiahui, one of Shanghai's fashion landmarks, was renovated and opened in the new year. The fashionable image and high-end shop clothes are amazing and attract a lot of popularity.
In the future, Yayi will further create new brand image highlights in product packaging and other aspects according to brand planning, giving consumers higher-end and more distinguished enjoyment.
4. Various forms of brand promotion
20 12 China jewelry yearbook
From years of experience, publicity plays a vital role in product marketing. No matter how good the product is, no matter how excellent the enterprise is, if it is not properly publicized, it will be futile to sell the product. Therefore, Yayi closely combines brand culture with product promotion, implements all-round brand packaging, and strives to realize its three-dimensional image. Brand promotion activities are becoming more and more abundant, and media advertisements, title broadcasting and other ways all reflect the strong wedding characteristics and fashion personality of Yayi brand. At the same time, the brand promotion scope of Yayi has been expanding and gradually moving towards the whole country.
The "Meet Saturday" column of the new entertainment channel has cooperated with Yayi for many years. Yayi told consumers about Yayi's persistent pursuit of "finding and identifying the only one" and her views on marriage and love through the title of Shanghai's famous TV dating program "Meet Saturday". Other newspapers and magazines, such as Shenbao, Xinmin Evening News and Time Weekly, are also constantly telling consumers about the brand concept of Yayi.
Younger and more fashionable brand positioning has also prompted Yayi to be more fashionable in the choice of publicity media. In addition to the traditional newspaper media, Yayi gradually introduced new media for brand promotion. Yayi uses short messages, internet, building advertisements, subway media, cinema advertisements and other carriers to enhance brand awareness and influence in the form of multi-dimensional three-dimensional publicity. The users, age groups and consumption power of these new media are closer to the target customer groups of Yayi, which makes the brand image of Yayi professional wedding jewelry more deeply rooted in the hearts of the people.
20 12 China jewelry yearbook
In addition, in major exhibitions, opening ceremonies and marketing activities, Yayi's model jewelry exhibition always attracts people to watch. This not only shows consumers the leading position of Yayi wedding jewelry brand, but also makes models wear Yayi exquisite jewelry, which makes their temperament more outstanding and makes consumers flock to it.
On 20 10, Yayijindian set the development goal of building a first-class brand of wedding jewelry in China based on its previous brand marketing direction and its own experience.
On 20 1 1 year, Yayi Jindian refined the company's five-year strategic plan around this development goal, upgraded the brand development goal to "build the first brand of wedding jewelry in China", carried out brand planning, and set about planning to establish a brand material carrier.
In 20 12, Yayi Jindian gradually practiced in media propaganda, products, store image and other carriers around the core concept of brand planning, and gained high brand recognition both inside and outside the industry, and was awarded the title of "the first wedding brand of gold jewelry in China" by China Gold Association.
As a commercial brand owned by a nation, "Yayi" is exerting its talents in the booming gold and jewelry market in China, striving for greater development in the direction of diversification, centennial and internationalization. Yayi believes that unremitting efforts will turn into powerful wings, which will make Yayi soar and achieve brilliant results!