1. Background
1. 1 product analysis
The total sales volume of gold and silver jewelry in China still kept increasing, with an increase of 46% in 20 10 and 42% in 20 18+02. Although the growth rate slowed down after 20 12 years, the annual sales of gold and silver jewelry in 20 12 years and 20 13 years still reached 2209 pieces respectively. The number of netizens in China has reached 649 million, and the number of online shoppers in China has exceeded 3 1 100 million. Jewelry e-commerce has become the second largest development channel of the jewelry industry. The survey shows that in 20 13 years, people bought jewelry through online channels, accounting for about 30% of the total consumption of the jewelry industry. In the next few years, the proportion of jewelry online sales will continue to rise.
1.2 competitors
1.2 1 direct competitor of the product.
Chow Tai Fook Tmall Store, Chow Tai Fook JD.COM Store and Temple Library are equivalent to brand e-commerce platforms.
1.22 indirect competitors of products
Zhou Shengsheng, Zhou Dasheng, Lao Fengxiang and other brand e-commerce platforms.
This report analyzes Chow Tai Fook Tmall Store and JD.COM Zhou Shengsheng Store as competitive products.
2. Competitive product analysis
2. 1 brand analysis
Chow Tai Fook: Chow Tai Fook Group is a powerful private business group owned by the Zheng Yutong family, with a market value of over HK$ 256 billion. The business of the group is mainly operated by two companies: one is Chow Tai Fook Enterprise Co., Ltd., which is mainly engaged in investment holding business, and the other is Chow Tai Fook Jewelry and Gold Shop Co., Ltd., which specializes in Chow Tai Fook brand jewelry, jade and gold ornaments.
Zhou Shengsheng: Zhou Shengsheng Jewelry is a well-known jewelry brand under Zhou Shengsheng Group International Limited. Provide customers with one-stop professional jewelry service with a modern and fashionable image. With the business philosophy of "hands-on, customer first, genuine goods and quality first", we have been persevering. With this pragmatic concept of joining the WTO, Zhou Shengsheng has built a self-operated store platform in an all-round way, and is committed to providing excellent professional services to customers, so that high-quality jewelry can be displayed; With excellent corporate governance and operation as the goal, treat guests sincerely.
2.2 Target population
According to the data of Baidu Index 13 from September to now, the target population of Zhou Shengsheng and Chow Tai Fook is similar, with more than 80% aged 20-39. And its target population is mostly in first-tier cities.
However, according to the observation of 20 15, the target population in Zhou Shengsheng is getting younger, and the proportion of 20-29 people is increasing. It is speculated that Zhou Shengsheng is trying to train young people.
Summary: All three companies have upper navigation bars, and Ctfeshop has classified navigation on the left. Tmall classification navigation is in the middle of the page, but the classification accuracy needs to be improved compared with Tmall and JD.COM. It is commendable that Ctfeshop has floor navigation, which is beneficial to customers' choice.
summary
Through comparative analysis, compared with Chow Tai Fook Tmall flagship store and JD.COM Zhou Shengsheng flagship store, Ctfeshop still has some shortcomings. Relying on a huge platform, they have gained a large number of potential customers. However, the current neutral stance can avoid the influence of malicious attacks by the two camps. Ctfeshop should strengthen the optimization in the station, improve the service, promote the publicity and brand awareness outside the station, and make itself develop continuously.