The huge market opportunity makes the international first-line brands develop rapidly in Chinese mainland. Local jewelry brands compete with international brands on almost the same starting line. How to compete with international century-old brands with rich experience and strong brands is probably the biggest challenge for local jewelry enterprises in the next few years. Local jewelry enterprises started late, with weak foundation and lack of standardized brand operation ideas, not to mention strong brand appeal and capital advantage. It is a good start for domestic jewelry brands to understand the history and advantages of others, and it is the best way for local brands to rise and occupy a place in the jewelry market by learning from their own century-old jewelry brand operation experience. This paper starts with the analysis of the history and operation of three representative top international jewelry brands, summarizes the successful experience of international jewelry brands, and puts forward a methodology with reference significance, hoping to provide some useful ideas for building national jewelry brands. The history of three international jewelry brands Cartier and its operation in China: Cartier is the most successful international top jewelry brand in Chinese mainland, and it won the jewelry emperor championship in Hurun's "China Regal Brand Tendency Survey" for four consecutive years. Cartier, a luxury brand from Paris, has a history of 16 1 year. It has always been respected by royalty and celebrities all over the world. The British Crown Prince Wales praised him as "the jeweler of the emperor, the emperor of jewelers." . There are 16 boutiques in Chinese mainland 12 major cities and special distribution counters in 25 large and medium-sized cities. The rapid growth of sales has catalyzed the opening of stores. Actively carry out publicity activities: "Cartier Art Treasures Exhibition" was held in Shanghai; In more than 23 countries and regions around the world, join hands with local charities to welcome "Love Day" and donate money to help AIDS children; Establish Cartier Modern Art Foundation to present gifts to rock music culture; "Cartier Lingsi surging female entrepreneur award" to help women with talent inspiration and entrepreneurial dreams; Cartier's top jewellery roving exhibition, with an exhibition scale of over 500 million yuan. "We will not use any star or model as the spokesperson of the brand, because Cartier itself is the most brilliant star." Bernard, president of Cartier Global? 6? 1 Fornas said. Earl: Earl brand with the reputation of "jewelry timer" was founded by Count Georgia of Switzerland in 1847. The count has been devoted to the research and development of rare, precious and unique works. "Always do better than required" is the motto of the founder, Count Georgia. In the 1990s, Earl entered the jewelry industry, providing diversified choices for his loyal supporters, and at the same time, he successfully gained the status of a first-line brand in the jewelry industry. Earl is one of the few brands in the world with the highest honor of "integrated manufacturer", and all the processes from design, research and development to manufacturing are completed by Earl himself. Earl insists on three C's in production: creative, modern and classic. The count's loyal consumer groups include politicians from all over the world and film and television celebrities. The Earl hired Maggie Cheung, a world-famous movie star, as his endorsement, and held a celebrity charity party, actively raising money for charity, and sponsored movie stars to wear Earl's jewelry to attend the film festival. Tiffany: Tiffany is known as the "king of diamonds". 1837 was founded in new york, USA, and is famous for its silver tableware. Tiffany's original "six-claw inlay method" design has become the international standard for setting engagement diamond rings. Tiffany's clients include European royalty and rich people. Audrey Hepburn, a famous Hollywood actress, rose to fame with her debut Breakfast at Tiffany's. Over the years, Tiffany has a world-renowned jewelry designer, leading the world jewelry design trend with unique creativity, triggering new changes in modern jewelry design many times and becoming a classic in the jewelry industry. Tiffany's philosophy is to integrate coordination, unity and order into unique products. Every stunning masterpiece can be handed down from generation to generation, with eternal charm. Tiffany has seven boutiques in Chinese mainland, which are not as fast as Cartier and Earl. The blue packaging box with white ribbon has become a famous brand symbol of Tiffany. Nine factors contributing to the success of the world's top jewelry brands: 1, a century-old legendary noble brand story. All the top jewelry brands have a history of more than 100 years: Tiffany-1837, Cartier-1847, Earl-1847. The brand story is legendary with ideal beauty, which adds a sense of mystery and massiness to the brand. Brand history is an important asset of the brand, which can bring trust and rich association to the brand. 2. The birthplace of luxury goods. Italy and France account for 55% of global luxury goods. France LVMH Boutique Group occupies 56% of the domestic luxury market. The trend of luxury goods concentration is very obvious. At the same time, for consumers, France, Italy and Britain are countries that produce luxury goods. As long as these countries are mentioned, there will be rich associations of origin. Once the same products are placed in these countries, they can be sold at high prices, which can be called "luxury goods". In Michael Burton's "national competitive diamond theory", the most important conditions are factor conditions and demand conditions. Europe has geographical advantages close to the origin of jewelry raw materials, high infrastructure conditions and humanistic environment; The traditional constitutional monarchy makes Europe have a large number of royal families and high-end people, which makes the development of jewelry industry have a continuous consumption base. 3. Close relationship with the royal family. Europe has the largest number of constitutional monarchy countries: Britain, Norway, Sweden, Denmark, the Netherlands, Spain, Monaco and so on. The invisible right of the monarch is often higher than that of the head of state and is a symbol of the national spirit. The hereditary history of the royal family is longer than the creation of jewelry and luxury goods. With such a group that pursues luxury goods and high-end brands, there will be the development and growth of European luxury brands. All luxury brands have always been closely related to the royal families of various countries. Royal aristocrats are the main groups that consume jewelry in the past 100 years, and they are also the original driving force to promote the development of jewelry. 4. Brand spirit of continuous innovation. Almost all the founders of international jewelry brands are professional designers and manufacturers of jewelry. Every original hand-made product embodies the designer's painstaking efforts. The history of brand is also a history of continuous innovation, which shocked the world again and again. Cartier once designed and produced a crown with the theme of whirlpool modeling and royal laurel for Queen Elizabeth of Belgium, and a necklace named "Dream Jewelry" for Sir Singh, the owner of Indian native land, and applied onyx and coral to the design for the first time, forming a brand-new "decorative art" style, which is world-renowned and leads the trend of contemporary art and fashion. Design and innovation are the eternal soul of top jewelry brands, the reason why brands are constantly concerned by the world, and the magic weapon for brand image to last forever. 5. unify visual symbols. Unified visual symbols can convey a consistent brand image and establish a high-end style that only belongs to the brand. When consumers are in contact with brands, they can identify brands through their images. The most important factor is color. Cartier wine red, Tiffany blue gray, Ferrari red, Jaguar green, Volvo blue. All colors will be returned to their owners, and all brands have their own colors. In addition to color, there are special visual symbols, such as trademarks, visual combinations, styles and so on. And the count has a very dazzling and particularly gorgeous vision with "flowers" as the main body. 6. Integrate into social welfare activities. High-end luxury brands were once questioned by the public for being wasteful, extravagant and damaging the environment. In order to change this perception, many luxury brands regard public welfare activities and participation in public welfare undertakings as important brand strategies. The public welfare activities of luxury brands have changed the public's views, and the public's criticism of luxury brands has been greatly reduced. Public welfare mass activities have not reduced the image of luxury brands. On the contrary, the image of social responsibility is more conducive to building public goodwill. In China, international jewelry brands have also actively participated and made a lot of efforts for public welfare undertakings in China, such as donating money to Hope Primary School and providing disaster relief, including supporting local young people to start businesses. Different from foreign countries, sponsoring public welfare undertakings in China is a public relations event, which should be made known to the public through communication. 7. luxury tour activities. Every top jewelry brand has a long history and profound brand accumulation. Touring many products and high-end products that attract the world's attention is the best way to show brand strength and an effective means of promotion. When touring, they often make big sales. 8. Pure sponsorship of contemporary art .. Buying top jewelry brands is not because of the value of the jewelry itself, but because of the spiritual satisfaction provided by the brand. This satisfaction cannot be quantified, which is consistent with the feelings brought by modern art. Therefore, many high-end brands sponsor art activities, "jewelry itself is a work of art", people will follow the trend of art in line with the demand for jewelry, and the target group is the same. Cartier Art Foundation is a public image, maintaining its own style. 9. Club marketing promotes loyalty and preference. Western countries emphasize "class stratum", and China also has the saying that "birds of a feather flock together", which shows that high-end groups always have a circle, which reflects the similarity of similar life forms, needs and ways. They often enhance the influence of this class and circle through clubs. Club marketing has become a very important way of high-end brand marketing in the future. Publish enterprise information and obtain information and services through a unified platform. Cartier club, through Cartier art magazine, shows its image and increases its loyalty through the reputation of the club. Cartier welcomes the public to join the membership, because everyone may be a future customer, and the interactive way perfectly completes one-on-one marketing. How do domestic jewelry brands learn? Among the nine advantages of the success of international jewelry brands, history, place of origin and relationship with the royal family are impossible, while the other six advantages can be flexibly used according to the actual situation of the domestic market on the basis of mastering the principles, and can also gain comparative competitive advantages. 1, brand innovation, category extension, and brand spirit. Breaking through the enterprise temperament of self can make consumers feel the spirit of brand innovation through the media. Innovation is the source of brand vitality and freshness in consumers' hearts, so that consumers can pay attention to you and follow you at any time. Innovation does not stop at the design level of jewelry, but can be carried out from product design, packaging, target positioning, logistics, access, sales model, marketing and so on. This innovation must be based on a deep understanding of the local market. Category extension is a strategic behavior of jewelry brands to enhance their image and complete their product lines. The extended categories should not be too big or too many, and they can be extended on the basis of establishing a solid consumer market and brand image for the main products. We can start with the following points: 1) Continuously launch new product series, invite world-class jewelry designers to design products, and cooperate with appropriate media hype; 2) Customize on demand to meet the special design requirements of high-end customers; 3) Products can be designed for special occasions and promoted in time, such as Olympic Games and World Expo; 4) Provide time-varying services according to customer requirements: maintenance, after-sales and maintenance; 5) Pay attention to the interaction and communication with consumers. 2. Unify vision and establish symbols. This is the weakness of many domestic jewelry brands. Except for the name and logo, there is almost no unification of other elements. The name and logo also lack modern and international elements, which are outdated and outdated, lack of vision that can enhance the brand level, and lack of strong identification symbols. Domestic brands should start from two aspects, one is color vision, and the other is brand symbol. Color vision needs to find a special color belonging to the brand, which can not only reflect the spiritual connotation of the brand, but also reflect the high-end image, such as wine red in Cartier and light blue in Tiffany. After a long time, the color set by the brand will become the brand's memory vision. In addition, symbols can help the brand to establish a unique image, such as the cheetah in Cartier, the combination of LV and square in Burbrry. As long as you see these symbols, you can know that you belong to this brand. You can also consider determining a special visual style, such as the earl's gorgeous flowers. The purpose of vision and symbols is to highlight the inherent concept of the brand, form a unique visual style and establish a distinctive image. 3. Sponsor luxury exhibitions and high-end forum meetings. Sponsoring luxury tours can enhance brand awareness and establish a three-dimensional image of the brand. This tour is different from the concept hype tour of domestic jewelry brand products. If there is no content in the tour, it is easy to be seen through, but it will damage the brand. There are more and more luxury exhibitions in China. It is suggested that domestic jewelry brands sponsor some influential roving exhibitions, such as Monaco Luxury China Exhibition. Sponsorship is also a brand promotion activity, and active communication should be emphasized to attract the full attention of the public and the media, so as to achieve the purpose of sponsorship. You can also sponsor high-end forum meetings. The participants are all the management bosses of the enterprise. They are a new force in buying jewelry. By sponsoring high-end forums, they can gain high exposure and enhance their attention. At the same time, you can interact with the target group through gifts and other forms, and you can sponsor Boao Forum, CEO Annual Meeting and other activities. 4. Use art, interactive public relations and spread brands. Sponsoring art in China is not only a pure effort, but also a special public relations activity. A newly-started domestic luxury brand can actively sponsor an international art team in China, which can attract the attention of the public and the media. However, domestic art groups have just emerged, with relatively low sponsorship fees and access to many resources. Work closely with domestic art groups to maximize the use of artistic resources, such as obtaining VIP ticket qualification, which can not only enhance brand taste through publicity, but also conduct interactive sales activities in a way similar to "purchasing products to obtain VIP art performance tickets". 5. Club marketing enhances loyalty and preference, and increases repeat purchase and word-of-mouth recommendation. The marketing purpose of luxury clubs is not only to repeat purchases, but more importantly, to enhance the reputation in classes and circles. We can start from the following aspects: 1) membership system, set membership levels and provide different services; 2) Regular paper and electronic journals remind customers to pay attention to brand dynamics; 3) The points system can get extra rewards and preferential treatment, which is suitable for China's national conditions and gives "luxury welfare". Facts have proved that high-end brands have a fixed number of buyers, who determine the brand evaluation system and are opinion leaders and public relations targets. 6, into social welfare activities, reflect the sense of responsibility. China's traditional concept holds that "wealth helps the world". Luxury brands should assume the role of social citizens, do what they can and actively make their own contributions to social welfare undertakings. Public welfare is what they do or don't do, and there is no high requirement on the degree of doing it. With the awareness of social welfare, they have surpassed most domestic enterprises. Of course, for a long time, international brands have been the objects of learning and imitating by local jewelry brands. It is impossible to completely surpass them. Only on the basis of a better understanding of the domestic situation, can we open up market segments and actively innovate marketing models. It is necessary to make strategic decisions according to local conditions, and to find a new way and choose tactics flexibly, so as to establish a jewelry brand with local characteristics in China. )