Price positioning problem. Due to the popularity and high-end positioning of Chow Tai Fook brand in the market, the prices of its products are generally high. For some consumers, the price of Chow Tai Fook will exceed their spending power, that is, the problem of price positioning will lead to the deviation of the customer group inherited by Chow Tai Fook. Chow Tai Fook is the largest jewelry company listed in Hong Kong, specializing in Chow Tai Fook brand jewelry, jade and gold ornaments. It is a comprehensive enterprise integrating raw material procurement, production design and retail services.