Jewelry Marketing Plan 1. Market Analysis
China's jewelry market, with annual sales of 20 billion dollars, is like a huge, attractive and delicious cake, attracting countless manufacturers to share a piece of it. At present, the jewelry market in China is mainly composed of? Xie Ruilin? 、? Chow tai fook? What is the Hong Kong brand represented by? De beers? Represented by international brands, with the advantages of capital, brand, management, channels and other aspects, we will land on the mainland of the motherland and compete with domestic brands. Lao Fengxiang? 、? Diamonds? Wait, there is a battle for the jewelry market with swords and shadows; And some brands that are positioned in the second and third lines are not to be outdone, and they directly started a price war, which made the competition almost white-hot.
After market research, we found the following market problems:
1, jewelry brand competition means low level. At present, manufacturers' eyes are focused on relatively low-level competition means such as advertising and price, and have not yet entered the category of more advanced service and image competition. All major brands build market share through price war, which is one of the most common means in the current competition.
2. The brand image and personality are poor. Because the brand personality of each jewelry brand has not been clearly shaped for a long time, it has always been vague, and the connotation of the brand is also very shallow, which gives people a feeling of lack of brand charm and brings a poor brand image.
3. The marketing management is lax. Due to neglect of management, the sales staff in the marketing department and the front line of marketing are in a loose state, and the basic work in the market is poor.
4. The company's morale is low, lacking cohesion and core centripetal force.
Second, determine the marketing strategy.
In order to solve the above problems, we visited the target consumer groups, first-line product sales personnel and internal management personnel of enterprises, made unannounced visits to the first-line sales of major competitors, and got a deep understanding of the best-selling varieties, prices, channels and promotions in the market. At the same time, we also made a series of professional tests on product selling points, brand positioning, consumer brand preferences, promotion methods and media preferences, and finally formed the following market strategies:
1, establish product brand, build brand personality, and follow the principle of distinctive personality and easy communication;
2. in communication, we should skillfully follow the trend and strive to do it? Four pounds? Effect;
3. The display of the sales terminal must be done well, and strive to create a noble and fashionable atmosphere to enhance the gold content and grade of the brand;
4. Resolutely do not fight price wars to avoid adverse effects on brand image, but indirectly make profits to consumers through some clever event marketing, thus attracting consumers;
5. Reshape the service system, and directly convey and influence consumers through various intuitive ways. Through the construction of enterprise software, we will build the competitiveness of products in an all-round way, let consumers buy with confidence, and gradually cultivate customer awareness and loyalty.
Third, integrated marketing promotion.
At present, jewelry manufacturers are still in the stage of brand melee, and there is no clear brand personality and image. Therefore, it has become a top priority to give Ou Qili a clear brand positioning, enhance the brand image through certain carriers and rhetoric, and completely impress consumers. After the data analysis of market research, we have concentrated Ouqili's target customer base at 20? The 30-year-old new generation of young people are full of energy and passion. Most of them leave their homes and wander alone in big cities, eager for success? Floating? At the same time, because people are in other places, they pay special attention to love, affection and friendship. So, we built such a model for Ou Qili? Young, fashionable and passionate? Brand image with slogan? Hong Kong Ou Qili, talking to you? . It is not only refreshing, but also gives consumers a complete and real experience through the tension of brand positioning.
At present, there are many kinds of preferential activities of major jewelry brands, which makes consumers feel at a loss. From selling some models at special prices, buying products and giving exquisite gifts, to linking with preferential activities in the shopping mall where the products are located (such as 100 for 30); Some second-and third-tier brands sell their products in the form of direct discounts (ranging from 20% discount to 50% discount and 3.8% discount) on the basis of the actual price tag.
What is the product? Big discount? Although it can promote the terminal sales of products, it has the following disadvantages:
(1), jewelry is an expensive commodity for most consumers, so consumers will comprehensively consider various factors (such as price, style, own economic conditions, brand, service, etc. ) When buying this kind of goods, it is particularly rational when consuming, while merchants blindly discount only considering the price factor, and consumers will think that the products are untrue and the quality is not good, or merchants will raise prices privately to deceive consumers to make huge profits. The salesman just told the consumer that all our jewelry would be sold at a 50% discount, and the consumer turned and left? An embarrassing situation.
(2) Blind discount is not conducive to the establishment of product brand image. Cheap goods are not good, good goods are not cheap? In the subconscious of consumers, cheap? Often associated with low-grade, outdated, poor packaging, poor quality and so on. In order to seek protection? Psychological vanity? Do you want to sell some? High-end products? ;
(3) At present, most jewelry merchants are promoting their products. The price is directly discounted? On the one hand, consumers are no longer fresh and interested in this form, on the other hand, they do not recognize or doubt the brand, which eventually leads to? Price discount has no effect? Situation.
Considering the image and reputation of its brand, it is sold at the actual price at the terminal to avoid the negative impact of discounted sales on the product brand. Can we get started? Ou Lili? Target consumer groups are mainly located in the following three types:
(1), purchased by couples;
(2) parents buy for their children;
(3), a specific gift-giving crowd.
Give up the old one? Big and complete? 、? Include all customers who want to sell gems in "My Customers"? Market concept, which can be effectively avoided? I want to catch everything, but I can't catch anything. The emergence of market situation. There are three reasons for this:
(1), define the target customer base, concentrate your own advantages in all aspects, invest in channels, publicity, services, etc., avoid wasting resources, and intensively cultivate in a small and specialized market;
(2) Conducive to the expansion of channels. For the above three main buyers, we will expand the channels to the following three aspects: ① marriage registration office; 2. Wedding photo studio; (3) Real estate sellers should do some promotion and product promotion in places where the target customer base is relatively concentrated;
In order to improve the awareness of end customers, attract consumers, and let consumers have a concrete and objective understanding of Ouqili's service, and distinguish it from other competitors (through market research, other competitors did not clearly mark the service, but the sales staff passively said it when consumers asked), and specifically launched Ouqili as a value-added highlight? 9+ 1? Sincere service, and make exhibition boards or pop at the dock, and let Ouqili? 9+ 1? The content of sincere service is clearly displayed in the terminal for consumers to see at a glance.
Ou Lili? 9+ 1? True feelings service content:
(1), the senior appraiser of Jewelry Association will appraise pure gold and diamonds for consumers free of charge, and will be responsible for recommending them to authoritative organizations for appraisal;
(2) Every product of Hong Kong Ouqili has an appraisal certificate issued by the National Jewelry and Jade Quality Supervision and Inspection Center;
(3) All products sold are accompanied by Hong Kong Ouqili product quality assurance card;
(4) The purchased jewelry can be restructured free of charge, and the ring can be enlarged and reduced;
(5) opening a jewelry consultation hotline;
(6) Send a bouquet of roses to the engagement ring, and get a birthday card and a bouquet of flowers when you buy any kind of gold and silver jewelry on your birthday;
(7) Cleaning and polishing gold wares for customers and packaging gifts for free;
(8), smile service, ask questions, be polite, and don't cheat;
(9) Set up counters such as lovers' jewelry counters and wives' jewelry counters to provide personalized services;
Terminal management:
(1), jewelry display and placement standard;
(2) sending and distributing publicity materials;
(3) the number and types of terminal publicity materials;
(4), promotion and terminal rhetoric;
(5), product promotion and marketing;
(6), jewelry consultation and shopping guide;
(7)、? 9+ 1? True feelings service presentation
Jewelry marketing plan 2 1. Jewelry promotion type
Jewelry promotion refers to the whole process that jewelry enterprises help or persuade consumers to buy their products or services through promotion and various liaison and publicity activities. The application of various promotion methods by enterprises is called promotion combination. The center of promotional activities is to convey information. Enterprises transmit product or service information to the public (consumers) through various channels (ways), so that the general public can understand the characteristics of products, have a good impression or interest in products, thus stimulating their desire to buy, and then generating purchase behavior; On the other hand, enterprises feed back market demand information, product evaluation, price and the integrity of enterprises through promotional activities, thus prompting enterprises to change their business methods, improve their management level, and produce and sell better products that can meet market demand. So promotion is also the interaction and communication of information between buyers and sellers. In today's increasingly fierce market competition, the promotion means of jewelry enterprises can be said to be all-powerful, with the aim of improving the visibility of enterprises and the market share of products, and creating good economic benefits for enterprises. The promotion activities of enterprises can usually be divided into personnel promotion and non-personnel promotion. Personnel promotion is the most basic way of promotion, and it is an ancient promotion measure or means that has been adopted since the emergence of commodity production and commodity exchange. Non-personnel promotion methods mainly include commercial advertisements, business promotion and various public relations activities.
1. Personnel promotion
Personal sales promotion, also known as personal sales promotion or direct sales promotion, refers to a sales promotion method in which an enterprise sends one or more members to communicate directly with customers, promote products or let customers know about the enterprise and products.
Personal promotion is one of the oldest traditional promotion methods, and it is also one of the important promotion methods often used by modern jewelry enterprises. This promotion method has its unique advantages:
(1) Advantages of personnel promotion
First of all, the salesperson is in face-to-face contact with the customer. Sales staff can introduce the basic situation of the enterprise and the relevant characteristics of the jewelry sold in detail, such as the popularity and credibility of the enterprise, the quality, style and price of the jewelry recommended, the benefits brought by owning this product, and the after-sales service of the enterprise. , can promote the sales of products; On the other hand, salespeople can collect the first-hand information of consumers' demand for jewelry, which makes the source of market supply and demand information more direct and intuitive, and these information can be fed back to enterprises in time as an important basis for enterprise decision-making.
Secondly, in the promotion process, through face-to-face house inspection, bargaining and heart-to-heart, it is not only beneficial for salespeople to find problems in time, explain and coordinate according to customers' attitudes, and seize the favorable opportunity to promote customers' buying behavior, but also through direct contact and communication, the feelings between salespeople and consumers can be harmonious, and good interpersonal relationships can be established between them, which is conducive to improving the sales rate of products.
Third, sales promotion can attract customers' attention and response. Salespeople can attract customers' attention and interest by displaying goods, thus stimulating customers' demand, thus triggering customers' purchase desire and leading to purchase behavior.
Fourth, personal promotion is also an emotional exchange between buyers and sellers. Especially in the case that both buyers and sellers know each other, the seller's door-to-door promotion is not to sell products at first, but to exchange feelings and information, and then to sell on this basis, the probability of clinching a deal will be greater. The manager of a diamond wholesale enterprise who had no business dealings before suddenly visited a jewelry retail enterprise, and the owner of the retail enterprise would be moved by the manager's attention to this enterprise. After the diamond wholesale manager got to know each other through communication, he invited the retail business owner to his company to see the goods and establish a cooperative relationship between purchase and sale. Of course, the retail owner would readily agree. Obviously, this strategy of establishing feelings first and then implementing promotion is more likely to make the promotion successful.
(2) Quality of sales staff
In modern jewelry marketing, personal promotion is only suitable for those expensive and high-tech products, or for some special users. How to convince customers to trust the company and its products, and pay a lot of money to buy the company's products, the quality of sales staff is the key to the success of promotion. A qualified salesman must at least meet the following conditions:
First, be familiar with this enterprise and have the necessary jewelry knowledge.
Sales staff should understand the past and present of the enterprise, understand the position of the enterprise in the same industry, be familiar with the economic strength, marketing strategy and development strategy of the enterprise, and be ready to answer various inquiries from customers at any time; At the same time, we should understand the relevant knowledge and background knowledge of jewelry to be promoted, such as the characteristics, uses and current fashion trends of jewelry; It is also necessary to understand the relevant situation of competitors' goods, so as to negotiate with customers in a targeted manner and persuade and induce customers to buy the products they sell. Salespeople should not only sell products, but also make customers aware of the benefits and satisfaction brought by buying this product.
Second, be good at words, be good at observing words and feelings, and improvise.
Proper words and harmonious conversation are often half the battle. Jewelry is a commodity that consumers don't know much about. How to skillfully use language skills to win the trust and happiness of customers is the key to successful promotion. Because the customer's desire to buy is fleeting in the negotiation process, we can understand the customer's mentality by trying to figure out the customer's personality and hobbies, observing the changes of the customer's speaking style and facial expression, and correctly guiding the customer with honest and catering language, so that the sales promotion will gradually develop in the direction of clinching a deal.
Third, have the basic knowledge of marketing.
Familiar with the basic situation of jewelry market, lose no time to provide customers with all kinds of relevant market information, convince customers with powerful market facts, and strengthen their purchasing confidence; At the same time, we should be good at using various marketing strategies to find market opportunities, tap potential demand and open up new markets.
(3) the way of promotion
Commodity promotion is an art, and personnel promotion, as an ancient marketing method, has been further improved and developed in jewelry marketing practice. There are many ways to promote people, which can be summarized as door-to-door sales, counter sales and conference sales.
Door-to-door sales promotion: This is an ancient sales promotion method, which can be recognized and accepted by most people. However, in the current era of commodity economy, low-level door-to-door sales have bored consumers. Jewelry is a special commodity, and blind door-to-door sales promotion is definitely unsuccessful. Only by confirming the customer's intention to buy jewelry through various channels, or by the recommendation of relevant personnel, can the salesman visit the customer with the company's products and product pictures, and it is possible to successfully promote sales.
Counter promotion: This is a kind of promotion form generally adopted by jewelry retail enterprises, and it is also a way for jewelry sales staff to promote products to customers who patronize our store.
Conference promotion: various conference forms, such as press conference and special product exhibition, are used to publicize and introduce the company and its products and carry out sales activities. Conference promotion is a way adopted by most enterprises, especially large jewelry enterprises. Because it can make enterprises from different regions and the same industry have extensive contact and great influence, the promotion effect is more significant than the first two promotion forms, especially when enterprises establish corporate image and need to make extensive contact with the majority of middlemen and the public, this promotion method will achieve satisfactory results.
2. Commercial advertisements
Commercial advertising is a simple and vivid way to spread enterprise information to the public, an important tool to shape corporate image and expand corporate visibility, an effective means of competition and promotion, and an important link in modern marketing of enterprises. With the continuous development of market economy, the role of advertising in social and economic activities has been paid more and more attention by enterprises. Because advertisements are mostly spread to the public in the form of sound and vision, they have increasingly influenced and changed people's consumption concepts and behaviors. At the beginning of China's jewelry market, De Beers invested heavily in advertising in China. Diamonds last forever, and one lasts forever? Our concept of diamond consumption has always been remembered in the hearts of every consumer, and finally China has become a big diamond consumer in the world. Nowadays, the marketing activities of enterprises can not be separated from advertisements, and consumers' consumption tendency is also induced by advertisements, which has become an important tool to communicate producers and consumers.
I recommend it carefully.