1. A glimpse of the industry
Terminal 1. 1, from enclosure movement to brand management.
In the past few years, the jewelry industry has experienced obvious prosperity. From a dozen jewelry stores in a business district to dozens or even hundreds of jewelry stores, both jewelry retailers and jewelry brand operators are racing around in first-tier or even second-and third-tier cities. The warming of old brands, the revival of brand activity and the rise of new brands, from source to terminal, from layout to competition. However, the growth rate of the market is limited, far less than that of the merchants. Take a core business district as an example, the consumption power has tripled in three years, but the number of jewelry stores has increased sevenfold. Fixed market share, rising businesses, everyone sharing a piece of the action, is bound to produce fierce competition, from the initial brand promotion, to event promotion, and then to direct profit, which not only hurts the businesses themselves, but also hurts the brand. The competition among merchants is limited to the consumption, which is huge for related industries, such as the increase of advertising fees, rents and personnel costs. After a round of shopping, many businesses and brands began to learn from their mistakes, realized that management is the last word and benign management is king, and began to pay attention to brand management. The differences in refined and scientific management of each brand make the advantages and disadvantages of each brand in the terminal gradually appear. After a round of horse racing and fierce price competition, another round of refined management continues.
1.2 front end, big waves wash sand, survival of the fittest.
"There are thousands of merchants in a huge water shell, and there is no coffee shop that can be used for business negotiations. There are tens of thousands of transactions every day." This is the feeling of all people who come to Shuibei for business inspection. On the one hand, it shows that the original planning and supporting facilities can no longer meet the development of the industry; On the other hand, it also shows that the fierce competition in the industry has made Shuibei a land of land and gold. The first round of prosperity of Shuibei has made it a paradise for the industry, whether it is an upstream wholesaler, a brand operator, a terminal retailer or a marginal service provider. The prosperity of the edge area of water shell is driven by the core area of water shell. However, in a series of peripheral expansion, neither property operators nor businesses have received good results, and the jewelry trading center opened vigorously, followed by bleak management. The reason is that we can learn from Yiwu's international trade city. At first, the Trade City basically satisfied the one-stop purchase of merchants. In the later trade city, "it takes three months to stroll in front of every store for one minute", which is a saying that Yiwu people relish. The scale has expanded, but the efficiency has not been controlled. Jewelry wholesale industry is basically a peer-to-peer trade form. At present, there are tens of thousands of retailers in China, while there are thousands of front-end wholesalers. Early enterprises establish their own ownership and cooperative relations through early operation. The jewelry industry itself has a high demand for funds. It is a simple but difficult thing for newly-established jewelry enterprises to dig gold only by virtue of the geographical advantages on the edge of the water shell and the advantages of concentrated customers. Coupled with the increase in financing costs and operating costs, the industry's test of new enterprises and existing enterprises is becoming increasingly severe. Old enterprises will retreat if they do not advance, and new enterprises will die if they do not advance. This is the current water shell, big waves wash sand, survival of the fittest!
1.3 the impact of foreign capital and emerging models on the industry
Once upon a time, there was a saying that "gold jewelry has the property of preserving value, and the jewelry industry is the best safe haven for business at present." When the real estate economy and speculative economy were in recession, a large amount of funds poured into the jewelry industry, and the Chinese people's desire for the operation of emerging capital made the jewelry industry emerge as a new army. This new army held high and fought high, relying on its strong capital strength in the early stage to set off waves in the market. However, the jewelry industry is a refined industry. In the absence of concepts and themes, the money-burning campaign of blindly relying on discounts and opening stores crazily caused quite a stir in the market, but without the continuous follow-up of follow-up funds, the final dominoes will eventually fall.
Online jewelry is no longer a new term. After rounds of optimization and reshuffle, online jewelry highlights excellent brands with refined operation as the core. At the same time, with the increasing transparency of diamond prices, traditional retail stores and online experience stores have basically achieved integration. Then some large vertical B2C websites began to expand rapidly after entering the brand arbitrage period, and the huge moisture in the jewelry industry also attracted them. In 20 12, large online stores, including JD.COM, No.1 Store and Taobao, tried water in succession, launched gold group purchase, and started a price war of gold online shopping. However, due to the particularity of precious metal price fluctuation, most online stores without financial investment experience are lost in the mire of tangled inventory and funds.
The entry of capital, enterprises and talents from non-jewelry enterprises not only promotes the development of the industry, but also hurts the market. However, the market will heal itself. After the market recovers, it will return to its ultimate essence of refined management.
2. Current America
2. 1 Store-style spot business model
20 12 China jewelry yearbook
Just like supermarkets and convenience stores solve people's daily needs, the large spot exhibition halls of first-class wholesalers and the small and medium-sized exhibition halls of second-class wholesalers provide daily necessities for the retail end of this industry. Since its establishment, Hao Yue Exhibition Hall has been adhering to the guiding concept of establishing a Wal-Mart for jewelry wholesale, and has met the daily replenishment needs of various businesses with a wide range of goods and sufficient inventory. At the beginning of its establishment, it was also affected by the low turnover rate of goods and the imitation of new products. However, with the stability of customers and the acceleration of turnover, in addition to maintaining a stable inventory of best-selling products, products are updated every day, which also makes Hao Yue Exhibition Hall a must-see place for most jewelers to go to Shuibei. The operation of jewelry hypermarkets, like supermarkets, has low profits and high costs, and there is also the risk of gold price fluctuation, so it needs to rely entirely on refined operations to achieve profitability. After years of practice and summary, Hao Yue Gold and Jewelry Supermarket has formed a complete system consisting of production development, quality control, on-site sales, business tracking, logistics support and risk control.
20 12 China jewelry yearbook
2.2 Establish a fair trading system
For many years, Hao Yue has insisted on not fighting price wars with its competitors. Price war is the worst means in business competition, which not only hurts opponents, but also hurts themselves. It is only a short time to attract customers by low prices. If you really want to do business with customers for a lifetime, you must maintain a fair and stable pricing system. At present, Hao Yue's pricing system has become the pricing reference standard for similar enterprises in the industry. It is precisely because of the guidance of a group of large enterprises and trade associations like Hao Yue that there has been no large-scale harmful price war in the whole industry in recent years, which has objectively promoted the healthy development of the whole industry.
Implement sunshine procurement measures, do not bribe customers' procurement personnel, and let customers feel at ease in purchasing at all times. As we all know, the procurement process of most enterprises is deeply shady, and what business owners are most worried about is unfair trade in the procurement process. Hao Yue put forward the sunshine procurement plan, that is, no matter which customer and when purchasing from the company, unified standards will be implemented to ensure the maximum rights and interests of business owners.
2.3 Innovation and breakthrough
Shuibei never lacks creativity and productivity, but persistent creativity and practice. The investment in innovation is huge both in time and economy, so many enterprises would rather copy than innovate. Hao Yue has been carrying out various innovations and practices since its establishment. In order to get rid of the imitation of competitors, we have released new products every day and concentrated innovation in vertical stages; Adhere to model innovation, marketing innovation and service innovation horizontally. Hao Yue's continuous innovation and practice make the company stand out from other enterprises and win customers at the same time. As one customer said, "The Hao Yue team has a magic power. Every time we go to Hao Yue, we can see and hear new things. This is the real reason why we are willing to come here. "
2.4 Surrounded by encirclement, it contributed to a new golden circle.
On the one hand, due to our continuous innovation and the gradual expansion and stability of customer resources, Hao Yue has become a battleground for many customers; On the other hand, there are fewer and fewer facades available for business in Shuibei area. The supporting service facade of the parking area behind the original Xinxin Hotel has quietly changed. A large number of gold processing and wholesale enterprises moved their exhibition halls to this area, forming a golden triangle trade zone centered on the Hao Yue exhibition hall of Xinxin Hotel. Surrounding enterprises have grasped the characteristics of Hao Yue's concentrated tourist sources and large and comprehensive products in this area, and have done enough articles on small and refined products. At first, when they nibbled at some of our customers and orders, it really hurt us; But from a long-term and macro point of view, the concentration of industries represents greater prosperity, complementarity will form a greater cluster effect, and mutual competition will promote each other's progress.
3. Change from platform transaction to platform service
Gold products occupy a lot of money, and the risk of gold price fluctuation is high, which is in great contrast with the meager profits obtained in trade. Increasing profits, accelerating circulation and stabilizing trade flow are the basic elements of industry management. With the development of terminal retail industry, the jewelry industry has gradually developed from family to enterprise, and the enterprise has developed into brand and group. The establishment of various norms has put forward more requirements for upstream enterprises. At present, not only the requirements of quality and price, but also the requirements of service are gradually improving, especially for many new model enterprises, which have completely different service requirements for upstream supply chain from those of traditional enterprises.
Good service is not only a good strategy to bind customers and stabilize orders, but more importantly, it can directly and effectively grasp the needs of enterprises by docking with the services of enterprises, and develop and form effective quantitative sales through accurate information guidance. Compared with the traditional business model, it saves the occupation of gold materials, accelerates the circulation speed and fundamentally improves the efficiency of enterprises.
To develop service from a business link to an important system of an enterprise and then to a profitable system, the profitability of the service-based system is far superior to that of the basic marketing system in efficiency and cost.
20 12 China jewelry yearbook
4. The transition from pure trade to culture and information.
As Mr. Liao Chuangbin, president of Chaohongji, said: "Jewelry is an industry that envies outsiders to death and makes our own people exhausted." He expressed the feelings of all jewelers in one sentence. The input-output ratio of jewelry industry, especially the front-end production and wholesale field, is pitiful and amazing. At present, the jewelry industry still generally uses money, labor and time to calculate the cost and sales pricing, which will inevitably lead to the added value of creativity, design and culture not being reflected and recognized in the products, but only becoming a manifestation of the products. This not only reduces the enthusiasm for innovation, but also seriously lags behind the development of the industry. With the entry of foreign brands and the maturity of some enterprises focusing on the development of cultural products, the market gradually recognizes domestic high value-added products. However, this is only the beginning. In order to improve the efficiency of enterprises and the international status of the whole industry, we must attach importance to the implantation of cultural creativity and turn products into works. This is a road that we must explore.
The most valuable significance of the rise of jewelry e-commerce is to tell all jewelers that jewelry can be sold digitally. The cost and risk of logistics are the biggest in the whole business process (note: logistics here refers to the physical stage of product existence). Then make good use of information flow, replace logistics with information flow maximization and enlarge logistics, which will bring more benefits to enterprises. For example, there is only one platinum diamond olive tree produced in Italy. If you want to sell by tour, then transportation insurance costs a lot and takes a long time; If it is made into high-definition graphics and videos and sold in several domestic stores at the same time, the cost is low and the cycle is short, which is an example of information flow replacing and amplifying logistics. There are countless such examples in our production and operation, but this is only a point of informationization. If the enterprise's operation is fully informationized, it will achieve unprecedented breakthroughs in business decision-making, risk control, product sales and after-sales service.
20 12 China jewelry yearbook
5. Dare to endure hardships and try.
We insist on not fighting price wars and setting a price benchmark, which not only does not reduce customers, but also increases customers' recognition of us and stabilizes the price system of the industry; Not only has the business volume not decreased, but also the strategic cooperation relationship with major customers has been firmly locked. When there are bad turning points and signs in the industry, enterprises must stand in a correct and fair position, dare to suffer losses, and don't go with the flow. The so-called right path in the world is vicissitudes.
20 12 China jewelry yearbook
Innovation has made Hao Yueren taste the sweetness, which is the secret of our rapid development. Innovation is no longer just product innovation. At present, we regard innovation as the business philosophy of the enterprise and implant it into every link of the operation, including management innovation, model innovation, service innovation, even talent introduction innovation and restaurant service innovation.
6. Believe in the power of knowledge
Knowledge is the primary productive force, how to train and arm existing talents and how to introduce new talents; How to turn knowledge into practice is the rapid development of nuclear power for enterprises.
In terms of personnel training, we set out to build Hao Yue Management College through the original system of mentoring, excellent personnel training and external training, effectively arm existing talents through the combination of internal and external teachers, and organize middle-level cadres to carry out amateur study at the same time to ensure that the average education level of middle-level cadres is above junior college; For the senior cadres of the company, they will be organized to study in famous schools at home and abroad in batches to strengthen the study of management theory.
In terms of talent introduction, enterprises not only attract talents in the industry, but also dare to tap outstanding talents outside the industry, and constantly realize innovation and breakthrough while carrying forward and inheriting excellent management experience. At present, enterprises have introduced all kinds of talents from the United States, Japan, Hong Kong, Shanghai, Beijing, Nanjing and other places to enrich the management team of enterprises. The recent new trend of thought on talents is gradually affecting the development of enterprises.
Combine the project operation and constantly try to innovate. Adhere to the principle of integrating theory with practice, just thinking is an armchair strategist; It is brave to act rashly without in-depth research and data analysis. At present, in the process of innovation, Hao Yue has been carrying out theoretical and data research, and then carried out phased and planned project implementation. After the project is successful, it will be transferred to normal operation. This not only avoids the risk of large-scale investment, but also realizes continuous innovation practice.
As an American expert said at the Sino-American cultural exchange meeting in this jewelry exhibition, "As long as men don't give up their pursuit of women, the jewelry industry will not decline in this world." Jewelry industry is a traditional industry that never ends, showing different performances in different times and under different circumstances. He is the embodiment of consumers' pursuit of beauty and the experience of operators' refined management.
20 12 China jewelry yearbook