As a new industry separated from jewelry and craft gifts, jewelry has become the growth point of new economy. In developed countries, the development of jewelry has gradually matured, while in China, this industry is still in the primary stage of development. With the comprehensive integration of China's economy and the international community, people's concept of life has undergone tremendous changes. Advocating and chasing fashion has become the main theme of China people's life, thus bringing infinite business opportunities to China's jewelry industry in the new century.

However, at present, there are few well-known brands in the jewelry industry, and the whole industry lacks the ability to be a brand and the concept of the market. The industry is scrambling to imitate the business model of leading enterprises, which has also caused certain competitive pressure on the development of alas. Therefore, Aiya has continuously improved the standardization level of management, realized the sustainable development of the enterprise, and laid the leading position of Aiya as the "Chinese jewelry leader" in the industry.

1. Innovate the business model and lead the development of the industry.

When Aiya brand was founded in 2004, there were already Italiana, Dinghao and other jewelry chain brands in China, all of which were aimed at middle and high-end female consumers, and the prices were relatively high, and most of them were produced and sold by themselves. Alas, the research group found that the low-end jewelry market is still blank. Therefore, selling "fair price" accessories has become one of the cores of Aiya's business model.

20 12 China jewelry yearbook

Different from other jewelry brands, Aiya takes the fast consumption route. The jewelry in the shop is fashionable and beautiful, and the products are updated quickly. Every week, new products are put on the shelves, creating a business model of "fast fashion+cheap chain" and opening up a new world in the jewelry cheap fashion market. Since the brand was born in 2004, alas, it has thousands of stores all over the country, firmly occupying the first position in China's jewelry industry, and it is also the first jewelry chain enterprise in China with an annual terminal sales of "one billion" and has become a leader in China's jewelry industry.

Since its establishment, Aiya has been adhering to the business philosophy of "parity, fashion, enthusiasm and joy" and holding high the banner of "fast fashion". With the operation mode of light assets, heavy design, heavy brand and heavy channel, Aiya is committed to realizing the transformation of China's consumer market from a distributor through four advantages: products, channels, management training, informationization and brand.

1. 1 Innovative products enhance competitiveness.

In 20 12, A\B products will be launched according to different market demands, and the product categories will be upgraded from more than 5,000 SKUs to nearly 10,000 SKUs. Through the optimization of a series of commodity procurement processes, products can be put on shelves in thousands of stores across the country more quickly, and enter a new era of "new goods are delivered every week". It is planned to set up a research and development center in South Korea in 2-3 years to improve the product design level. At present, there are hundreds of factories producing and processing for Aiya in China. On this basis, Aiya has reached a strategic cooperation with fashion brands to further enhance the product design level and brand competitiveness. Buyers' teams from some major countries and regions in Asia, Europe and America always keep abreast of the latest trends and gather in product research and development centers to design the most suitable fashion accessories for the local market.

1.2 channel sinking, opening up the third-tier market

At present, there are 3,000 stores in China, covering many provinces, municipalities and autonomous regions. At the same time of rapid development, alas, it coincides with the development trend of "stimulating domestic demand" and "sinking channels" in China's market economy, moving towards third-and fourth-tier cities with strong rigid demand, selling fashion products at civilian prices and providing consumers with high-quality fashion accessories.

1.3 management upgrade boosts brand development

Alas, there is a professional management team, and regional managers and operation directors are stationed all over the country to divide the national market into regions and manage the districts. In terms of training, alas, it invests tens of millions of yuan every year to run a "business school" and regularly provides systematic training for franchisees. It is conservatively estimated that in 20 12 years, alas, more than 30 million yuan will be invested in training. At the same time, alas, we pay attention to information construction, and spend150,000 yuan to develop an ERP system, which ensures the high efficiency of logistics, warehousing and store operation.

1.4 brand communication to enhance the influence of the terminal.

Alas, with the impressive annual terminal sales of over one billion, it has firmly occupied the first place in China's jewelry industry and achieved the status of "China's jewelry leader". At the same time, alas, we need to invest millions to hire S.H.E and Yoga Lin as image spokespersons to shape the brand image. From 20 1 1 to 20 12, alas, I sponsored blossoming flowers of Qinghai Satellite TV for two years in a row, and at the same time joined hands with the cutting-edge China campus beauty contest to deepen the brand influence among young women pursuing their dreams. And won a number of honorary awards, becoming the only jewelry brand that won the 20 12 "China Women's Favorite Brand List".

2. Strengthen innovation and support new development.

2. 1 Strengthen training to improve the terminal operation ability of franchisees.

Alas, I invested in the establishment of the first brand business school in the industry to provide learning opportunities for franchisees. The training is mainly divided into four sections, namely, agent training, franchisee (store manager) training, regional training and initial training for new franchisees before opening. Through intensive training, not only the professional ability of franchisees is effectively solved, but also the terminal operation ability of franchisees is continuously improved, and the values and corporate culture of Aiya are continuously input to franchisees, so that they can truly agree with the development concept of Aiya.

2.2 Refined management to enhance the profitability of franchisees' terminals.

As early as 2008, in order to serve franchisees in depth, alas, in the jewelry industry, we first implemented the "bundled service" between the company and franchisees in terminal sales, and deployed regional managers and operation supervisors to guide and divide and rule the national market. Through refined management, improve the service ability of franchise stores and constantly create a sense of freshness for customers. Fashion store image can attract people, and professional service can form sales volume and word of mouth.

2.3 With the incentive policy, the franchisee's dream of wealth will come true.

Alas, the incentive mechanism is rich in content, rewarding the completion of the annual business plan, subsidizing losses, and implementing the regional distributor policy. Alas, by supporting excellent franchisees to become stronger and bigger, from single-store operation to regional, professional and large-scale operation, franchisees' dream of wealth has been realized. On this basis, supplemented by advertising support and other strategies to further enhance the channel management ability, fundamentally ensure franchisees to make money and achieve the goal of locking franchisees.

2.4 information construction, improve channel management capabilities

As early as 2008, alas, it took150,000 yuan to develop an ERP system, which regularly counted the purchase amount of each franchise store and replenished it in time. Franchisees can also place orders, place orders and settle accounts directly on the system to improve the efficiency of capital turnover. Such information construction not only effectively ensures the speed of putting new products on the shelves in various stores, but also ensures the efficiency of logistics, warehousing and store operation. It also has strong expansibility, and the system reserves space for upgrading the number of chain stores.

2.5 Innovative products capture the hearts of consumers

Alas, I recruited a large number of fashion buyers to collect information in major fashion cities in Asia and keep abreast of the latest fashion trends. Then, according to the latest product information fed back by each store, the product research and development center comprehensively induces and designs fashion accessories suitable for the local market. Then hundreds of new products are selected by professionals from thousands of new products. These new products must have global fashion elements and meet the market trend and consumers' requirements for fast fashion. More strictly speaking, these new products will be eliminated every 7 days if they are purchased under 40 thousand. The spirit of focusing on high quality has become a part of Aiya's gene, and this competitiveness has also become Aiya's corporate culture, giving it strategic advantages.

3. Win the market by mode and drive development by innovation.

Alas, since its establishment, it has continuously improved product quality and strengthened brand operation. In just a few years, it quickly changed the rules of the game in the jewelry retail industry, and turned the once marginalized jewelry into the fashion mainstream sought after by the majority of female consumers.

At present, Aiya has thousands of chain stores in China, covering many provinces, municipalities and autonomous regions. From first-tier cities such as Beijing and Shanghai to fourth-and fifth-tier markets such as towns in remote areas, Aiya can be seen everywhere, providing consumers with fast and convenient first-class products and services. At the same time, alas, following the trend of "credit economy era", we won the market with "honest" management, won the trust of the market with social responsibility, promoted the development of enterprises, and established the position of China's jewelry leader. Under the habit of not issuing invoices in the jewelry industry, alas, the billing rate is 100%, so it has become the second private enterprise in Liwan District, Guangzhou, and the first private enterprise "tax law propaganda demonstration point" unit. Alas, it has been awarded the honor of "big taxpayer" by Liwan District for many times.

Alas, like Nike and Apple, they only do product research and development and brand marketing, not production, and become role models for local enterprises to learn. And won "Guangzhou Famous Trademark", "Best Business Model in China in 20 10", "Most Competitive Brand in 20 10", "The 10th Top 100 Enterprises in China", "Leading Jewelry Enterprises in China" and "Best Brand Marketing Innovation Award in 2010/year. 20 1 1 China Top 100 Franchise Awards and 201~ 20 12 China Excellent Franchise Brands, 2012 China Top 50 High-growth Chain and 20/kloc.

Alas, he has become an outstanding representative of "fast fashion" in China. But this is only the first step of the long March. 20 12 alas, the construction of corporate brand culture has been further strengthened. In brand communication, he sponsored Qinghai Satellite TV's large-scale singing national talent show "blossoming flowers" and became a national special sponsor; Sponsor the "Southern Scholarship Festival" to help young girls improve their appearance and enhance their connotation; In recent years, with the support of relevant departments in Liwan District, Guangzhou, Aiya has carried out public welfare activities such as "Volunteer Station", national public welfare tour of higher education, caring for left-behind children, and large-scale public welfare projects of Aiya Bright Ten Years, so as to establish brand image and enhance brand reputation.

Aiya's vision is to become the first brand in the global jewelry chain, and its development path will be based on Tencent, from channel vendors to brand vendors to platform vendors, and finally become a value-added service provider for young women in China.

4. Fully promote the listing of enterprises and start the blueprint for development.

According to the enterprise's operation and future market development trend, alas, 20 1 1 reformulated a new development strategy: from "dealer" to "brand" to "platform vendor", and finally became "China young women's value-added service provider".

At present, Aiya is between a "dealer" and a "brand". Focusing on the promotion of this strategic goal and the clarity of Aiya's three core competitiveness of "products, channels and users", we have combed and formed Aiya's "twelve-character" marketing policy: sticking to positioning, self-built channels and * * * construction content.

Insisting on positioning means, alas, there is a clear communication strategy, and the positioning of "ornaments" cannot be shaken.

Self-built channels mean, alas, gradually starting to produce their own brand communication channels. For companies like Aiya, the store itself is the best publicity. Posters, windows, VI and store design convey corporate information to consumers all the time. While doing baidu promotion and TV advertisements abroad and doing internal publications at home, alas, we focus on three things.

The first is to create offline communication channels and install LCD screens in the store. There are more and more terminal outlets, alas, it is a small focus. Through this channel, alas, I can spread what I want to spread. In the future, I will open channels to attract more brands to settle in, and this "screen" itself can become an advertising resource.

The second is to create a shopping sharing community for consumers, and combine it with Aiya's membership card, points and e-commerce. Third, make good use of Weibo and official website, and prepare to enter the field of e-commerce at the right time.

Alas, through these three things, products, channels and users are unified. With the development of IT technology, the trend of self-built channels will become more and more obvious.

On may 28th, 20 12, alas, the commercial financing of 65,438 billion yuan from Chen Da venture capital co., ltd. will further promote product research and development and service upgrade, and strive to achieve a-share listing in 20 13.