Jewelry and jade marketing planning scheme 1 1. Market research.
⑵ The development trend of domestic jewelry industry. At present, there are more than 4,000 enterprises engaged in the production and processing of jewelry industry in China, with more than 800,000 employees. In addition, there are more than 3 million marketers, with an annual output value of 654.38+000 billion yuan (654.38+0999), which has reached 654.38+050 billion yuan in 2000. According to analysis, the basic framework of China's jewelry industry in the future has been formed? Five bases and three centers? . These five bases are: Shanghai-centered diamond and precious metal marketing and trading base; Shenzhen-Hong Kong diamond and precious metal production and processing base; Xiuyan county, Liaoning province as the main production, processing and export base; Production, processing and export bases of yellow platinum inlaid gems, mainly in Panyu and Jieyang, Guangdong; The marketing base of jadeite and colored gems raw materials and finished products in China-ASEAN Free Trade Area with Yunnan as the main body. The three centers are: Shenzhen? Hong Kong and Taiwan (Hongkong, Taiwan Province Province)? Guang (East) Jewelry Deep Processing Production Center; Beijing? Shanghai Jewelry and Precious Metals Trading Center; Yunnan-ASEAN Nonferrous Baoyu Trade Center.
Second, the market analysis
(1) advantage (1) has a good resource advantage. Yunnan is rich in gemstone resources, which is one of the top five gemstone producing areas in China. ② It has a long business history. From the Paleolithic Age to the Spring and Autumn Period and the Warring States Period, a large number of processed ornaments such as agate and turquoise appeared in Kunming, Chuxiong, Jiangchuan and Deqin. ③ It has unique distribution center function. Yunnan is the most convenient land route to communicate with Chinese mainland, South Asia, Southeast Asia and countries along the Indian Ocean. (4) Strong market demand. ⑤ It has a special brand effect. This is mainly related to the history of Yunnan people's development and utilization of Myanmar gemstone resources and their active management and dissemination. ⑥ Good industrial support. After tourism and mining are listed as the pillar industries of Yunnan's economic and social development, about 40 million people visit Yunnan every year, which provides a broad flow of people for Yunnan to develop jewelry industry. ⑦ There is a certain talent pool. Due to geographical location, historical accumulation and other reasons, there are all kinds of talents engaged in jewelry and jade industry in Yunnan, including resource exploration, design, production and processing, sculpture, education, appraisal, evaluation and marketing. ⑧ There are perfect laws and regulations.
⑵ Macro-economic situation in the market area.
A. overall consumption:
Middle and low-grade consumption accounts for the majority, high-grade consumption remains to be developed, and the popular trend of people's cultural literacy market has improved. The main consumer groups are consumers in large and medium-sized cities.
B. China pays more attention to the jewelry industry. Recently, international exhibitions have been held in major cities to keep up with the trend of foreign markets. At the same time, internationally, the fashion industry has also carried out some research, guidance and innovation for this industry, held various jewelry fairs, and the level of jewelry consumption has steadily increased.
C. Cultural background of domestic target market
(1) The fashionable market culture background, the product design is mostly westernized, and the consumer groups are mostly 25-40 years old.
Between years old, I like to follow the trend and pay attention to personality development.
② Under the background of traditional market culture, product design follows China's traditional religious thought, and most consumers are 40-50 years old.
(3) Influenced by foreign religious ideas, a large number of young people like Christian culture, so ornaments mostly appear in the form of exorcism and constellation collocation.
Capital budget.
(1) Store lease and decoration: 40,000.
(2) Commodity: 1.3 million.
(3) Advertising: 10000.
(4) Emergency or turnover: 20,000.
(5) Total: 200,000.
Chapter II Management Mode of Jewelry and Jade Marketing Scheme (Network, Entity, or Comprehensive and Other).
physical store
the second part
Physical store location.
Kunming shuncheng shopping mall
Distribution plan.
(1) Purchase varieties: various jade ornaments.
(2) Source of supply: Look for a reputable manufacturer in the jewelry industry, and never buy fake goods. The implementation of clear price tag, responsible to consumers.
Seven, customer orientation and analysis.
1. Overall consumption of consumers: mid-range consumption.
2. Target consumer analysis
A, the total number of consumers exceeds 80%
B, the age analysis of consumers is between 25 and 30 years old.
C, middle and high-level professional women
D, higher income
E, most of the education level is above junior college.
F, mostly distributed among tourists from large and medium-sized cities to Kunming.
3. Consumption behavior of target consumers
(1) purchase motivation
First, the fashion purchase motivation
B, purposeful purchase
C, investment purchase
(2) the purchase frequency is small.
(3) The purchase quantity is uncertain.
(4) Place of purchase: specialty stores and major jewelry stores.
4. Characteristics of potential consumers
Characteristics of potential consumers
(1) is between 35 and 50 years old.
② Leisure women with higher income.
③ High educational level.
B, the attitude analysis of such products
(1) The price should be medium to high.
② Outstanding artistry.
(3) real material.
Eight, family life arrangements.
(1) Family life arrangement: family life should be as frugal as possible, not extravagant and wasteful, cherish every penny, have a certain amount of savings for emergencies, be prepared in all aspects, be ready to help others at ordinary times, and be able to help in times of crisis.
(2) Emergency arrangement: if there is a big loss, you need to borrow money from relatives and friends for turnover, and then go to the bank for a loan if you can't solve it; In case of natural disasters, claim compensation from the insured insurance company; If there is a problem with the purchase channel and the product quality, you need to claim compensation from the supplier. If it can't be solved, you can use legal weapons to safeguard your legitimate rights and interests and demand compensation for reputation losses. The most important thing is not to be afraid of danger, communicate with customers sincerely and it will be solved.
Comprehensive risk and profit and loss assessment.
(1) Risk:
(1) Product quality problems and purchase channels.
(2) Disputes with customers
③ Man-made disasters
④ Sudden natural disasters
(2) Solution:
The above risks may cause great losses, but we must abide by the principle that customers are God, buy some corresponding insurance, and try our best to solve the problem actively. Understand the relevant legal knowledge, abide by the law, and use legal knowledge to safeguard their legitimate rights and interests.
Jewelry and Jade Marketing Plan Part III: 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 created 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
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