Jewelry sales case model 1 Mr. Zhang used to be just a small clerk in the mainland. He came to Shenzhen six years ago and started with 20,000 yuan. Now he has achieved little. His wife and children are both in the mainland. They have been married for many years. My wife has been taking care of children and the elderly in the mainland. She is hardworking and pragmatic, and has no regrets. She seldom complains that her husband is away all the year round. I have tried my best to make my family live in Shenzhen, and I am not used to it. Mr. Zhang always feels guilty about his wife and always tries to show it.
After fully understanding, we asked the designer to design a simple and atmospheric men's ring for Mr. Zhang, and the interface skillfully integrated the LOGO elements of his company brand. Mr. Zhang is quite satisfied. When talking about the ring for his wife, Mr. Zhang said that it would be good to bring it back when he goes home at the end of the year. We strongly oppose it. Years of experience in the jewelry industry tell us that most women want that important moment in their lives to be as romantic and moving as the classic scenes in Hollywood movies. However, there are too many reserved men in China. When proposing marriage, most of them are directly pulling their girlfriends or being pulled to jewelry stores. They bargain with the clerk and buy it, just like buying food in the vegetable market. There is no passion or romance at all. As a friend who is the boss of a planning company joked, men in China don't understand emotional appeal. If you want an adult man to blow kisses or wink at his lover in public, you might as well kill him.
So we have carefully planned a plan for Mr. Zhang. u> Jewelry Sales Success Story Jewelry Sales Success Story. First of all, the packaging is uncharacteristic. We used seven boxes of different sizes, from the outside to the inside. We asked Mr. Zhang to choose the most important and touching moment for him and his wife for many years, such as when they met, when they got engaged, the silent support of his wife when his business was in trouble, the birth of his first child and so on. After slightly modifying Mr. Zhang's language, we asked him to write by hand.
After that, we invited two local college students, a man and a woman, dressed in formal clothes. Know in advance that the wife and family are reunited and deliver the goods to your door. When our staff showed up at their home with flowers and jewels, they were all stunned at first. Then when their playful daughter in junior high school grabbed the box and read out the words loudly, Mrs. Zhang was embarrassed and then burst into tears. The audience didn't know who took the lead. When our staff put a ring on it, the audience applauded. This scene was recorded by our staff. Later, when we passed the video clip to Mr. Zhang, it was another touching scene.
Jewelry sales case model article 2 1. Activity background
In order to make better use of Mother's Day to convey emotional culture and enhance consumer awareness? Xx jewelry? Impression and memory, brand drives sales, and this activity plan is now formulated. Mainly through? Mother's day? This thing, right? Xx jewelry? Nominal communication? Mother's day? Concept, remind the target consumers? Mother's day? Attention, cause it to? Mother's day? Celebration? What the hell? Mother's day? Go deep into the emotional depth of target consumers, so as to achieve the marketing purpose of improving brand awareness and increasing named purchase rate.
Second, the purpose
1, send a sincere blessing to all mothers in the world.
2. Promote the sales of xx store products.
3. Carrying xx brand? Ten thousand kinds of feelings, expressed by me? Brand mission
4. Inherit the traditional concept of marriage and establish the market position of the first jewelry brand in xx jewelry wedding market.
Third, the theme
Thanksgiving mother, jewelry love!
Fourth, the target market
Cater to the psychology of target consumers and meet emotional needs.
The target group is people aged between 25 and 45 who hold middle and senior positions in government agencies and enterprises. Because of busy work, I usually spend less time with my family, especially with my parents, so it generally exists? Repay the kindness of raising? Heart knot can trigger its potential emotional needs.
Verb (abbreviation of verb) I-word duration
20xx May 1 1? May 14
Activity of intransitive verbs
1. All customers who visit xx jewelry store during the event will receive a carnation.
2. If you spend more than 5,000 yuan (discounted price) in xx store, XXX wedding photo studio will take a set of wedding photos for your parents free of charge (implementation method: you can unite a wedding photo studio in the local area, design a simple wedding photo series and shoot it? Love for mother? Is the name of the collection. )
3. Mothers who have been married 13 years or more will receive a beautiful gift of xx jewelry with relevant certificates. (places are limited while stocks last), and you can also enjoy a 8.8% discount.
Seven, publicity methods
1, hanging on the main street of the city? Mother's day? Content banner
From May 1 1 to May 13, high-density banners were hung on the streets with large traffic in urban areas. Xx jewelry? In the name of, use sensational language to remind everyone to pay attention? Mother's day? , forming a strong festive atmosphere.
2. send? Mother's day? Family information; Send the activity content by SMS.
May 1 1 ~ 13, with? Xx jewelry? In the name of to? Xx jewelry? From new and old customers? Mother's day? Wonderful SMS to remind consumers of May 13? Mother's day? Impress consumers with emotional communication. On May 9th and 10, the activity content was sent by SMS to inform the target consumers of May 1 1 ~ 13? Xx jewelry? The content of the activity, and the main place to carry out the activity.
Analysis of marketing environment of jewelry sales case model (Part III)
Marketing environment refers to various external conditions that have an impact on the survival and development of enterprises. Marketing environment is an uncontrollable factor in the process of enterprise marketing management. The success or failure of enterprise management depends on whether marketing managers can adapt to the ever-changing marketing environment. The marketing environment of a company refers to various factors and forces that can affect the development of the marketing department and maintain good relations with the target customers outside the marketing activities. The marketing environment has both opportunities and threats. A successful company must constantly observe and adapt to the changing environment.
(A) Analysis of the market environment
In recent years, the luxury market in China has gradually entered a stage of rapid rise. In 20xx, the total luxury consumption of the group with a family income of over 300,000 yuan reached 56.8 billion yuan, accounting for 7 1% of the whole luxury consumption market. With the rapid increase of affluent groups, it is predicted that China will surpass Japan to become the largest luxury market in the world in 20 15. With the increase of urban residents' income, the luxury goods market in China will develop rapidly in all cities in the future, and the demand for jewelry will further expand. China's gold sales increased from 0.7 tons in 1982 to about 140 tons at present, thus making China the third largest gold consumer in the world. According to this growth rate, China's gold market will have amazing development. According to statistics from relevant departments, there are about 7,000 people in the world who own a gold shop, while there are only 8,000 gold shops in China. Even if only 200 million consumers in developed areas are counted, only 25,000 people have gold shops. In big cities, only 55% of residents own jewelry, while in small and medium-sized cities, the proportion is only 23%, and in rural areas in the east, the proportion is even lower, only 17%. At present and in the future, the growth momentum of the gold gift market mainly comes from wedding demand and overseas tourists' demand. And presents and stuff. Influenced by tradition, China people especially like gold. Besides buying necklaces, rings, earrings and bracelets, some pure gold knickknacks such as frosted or hollowed-out zodiac ornaments are also very popular. But the most popular styles are those with deep light treatment on the surface, architectural style and free style abstract patterns, which are still popular. In terms of sales, gold shops and chain stores play a major role, and some large shopping malls also have special counters. These methods are all traditional marketing. With China's entry into WTO, the gold market has been gradually opened, which has brought vitality to the development of the gold industry. In addition, the People's Bank of China changed the price of gold to once a week, which made the price of gold more in line with the international market.
(B) corporate image analysis
1, company profile
A jewelry company, established in Hong Kong, is an enterprise specializing in jewelry electroforming production, technology research and development and sales. It has many years of electroforming experience. At present, it has many electroforming technologies, its own independent production workshop, advanced production equipment and high-quality management team, and it is also one of the most influential brands of gold craft products. At the same time, he is a member of China Gold Association, China Jewelry and Jade Jewelry Industry Association and Gold and Silver Jewelry Chamber of Commerce.
2. Business philosophy
Company inheritance? Break through tradition and lead fashion? The concept of. Since its inception? Honesty, pragmatism and independent innovation? As the development policy of the enterprise, forever? Honest and trustworthy? As a code of conduct, based on the principles of social integrity, customer integrity and self-integrity, we always strictly demand ourselves and put integrity first.
3. Company honor
In March, 20xx participated in the Basel International Watch and Jewellery Expo, becoming the first China gold brand to participate.
In June of 20xx, the brand image of 3D-KET was established, and the brand terminal stores entered the first-tier cities in China.
20xx years, won? Excellent enterprise of scientific and technological innovation in China's jewelry and jade jewelry industry? Honorary title; 20xx, a new product that breaks through tradition and innovates technology? Dynamic bullets and hard gold? Products with national patents;
In 20xx, it was selected by Guangdong Gold, Silver and Jewelry Chamber of Commerce as? The most socially influential enterprise? ; 20xx year, entry? Love? Interwoven? Won the 20xx Gold Jewelry Design Award of Zhu Shi Jade, Gold and Silver Jewelry Industry Association;
20xx years, including? Happy fish? Among them, 680 products have obtained national patent products;
20xx, a new product that breaks through tradition and innovates technology? Spinning series? Products with national patents; In 20xx, 3D hard gold products were first certified as environmental protection products by the national quality supervision, inspection and quarantine department.
20xx year, entry? In full bloom? Won the 20xx Gold Jewelry Design Award of Zhu Shi Jade, Gold and Silver Jewelry Industry Association;
In 20xx, 3D hard gold won the patent novelty report certificate and was recognized as the first technology in the world. In 20xx, 3D hard gold technology was successfully developed;
4. Company prospects
Our products, with their light weight and three-dimensional fashionable shapes, have become the new favorites of nobles who consume fashionable gold. The stable quality and innovative concept have been confirmed by hundreds of peers, which has enabled the company and brand to grow and mature rapidly.
Although our company's 3D hard gold products have always been at the leading level in the same industry in terms of technological innovation and product innovation, in the future, we will also take it as our responsibility to deeply explore the cultural value of jewelry, innovate constantly on the basis of breaking through traditional crafts, and strive to become a leading high-end jewelry brand.
(3) product analysis
A jewelry company successfully developed innovative technology in 20xx? 3D hard gold? The invention of this technology has effectively solved the problems of easy deformation, wear and collapse of gold ornaments caused by the low hardness of gold that has plagued the jewelry industry for a long time. Company? 3D hard gold? Jewelry is a miracle and model of product innovation in domestic jewelry market in recent years. Through technological innovation and process improvement, the products have subverted the limitations of traditional gold jewelry and interpreted a brand-new concept of pure gold jewelry for consumers. ? 3D hard gold? Jewelry combines the advantages of traditional pure gold jewelry and K gold jewelry. The jewelry made not only conforms to the consumption concept that China people have been pursuing high purity of gold jewelry for thousands of years, but also has the advantages of high hardness and strong plasticity of K-gold jewelry. Products not only entered the eyes of consumers in many cities in Chinese mainland, but also exported to China, Hongkong, China, Taiwan Province Province, China, the United States, India, Thailand, Southeast Asia and other regions. At present, the company has more than 900 brand franchisees all over the country, and the brand stores launched have also entered first-and second-tier cities in China.
Competitive analysis
According to the strength of our company, our domestic competitors are few. However, we should not be careless. Once you let your guard down, you can let others in. Let's take a look at a competitor's information: Bao Zhong Diamond Investment Co., Ltd. was successfully listed on the Shanghai Stock Exchange on June 1999, and in 20xx, it joined hands with the world's K-kingdom jewelry manufacturers through international capital operation to turn the famous brand into? OROP？ Introduce into China market and register in China? OROP？ Trademark. Bao Zhong diamonds have obtained the sole processing right of Italian jewelry enterprises in China. Realize the combination of raw materials, technology, technology, products, brands and market advantages. Relying on Italy's international leading equipment, technology and production process, occupy the domestic K-gold boutique market; Use? OROP？ The design advantages and influence of the brand have won the success of international brands in China market, and established a long-term and stable product development system according to the huge domestic market demand. Bao Zhong Dai Meng Investment Co., Ltd. has an international brand representing European culture and art style. High starting point, internationalization and professional management are the strategic projects for Chinese jewelry listed companies to enter the international market and participate in the international economic cycle.
Like our company, Bao Zhong Diamond has positioned its products in the middle and high grade, emphasizing elegance and art, and also has a certain overseas foundation. But our company is more famous overseas and has more advanced technology, so it's hard to say who is more famous at home.
In the gold and silver industry, although there are not many products comparable to our company, inferior products that cannot be compared with each other become? Competitors? . Not long ago, the relevant departments conducted a supervision and spot check on the 106 batch of gold and silver ornaments of 75 distribution enterprises, and the qualified batch was 6/kloc-0, with a qualified rate of 57.5%. Among them, the pass rate of spot check of pure gold jewelry is 57.5%; The pass rate of spot check of silver jewelry is 57. 6%. The unqualified products in this spot check all show insufficient content. Especially the phenomenon of copper-iron lining in silver lock ornaments is very common. These ornaments are rough in processing, low in color and even contain elements harmful to human body, posing a threat to consumers' health. The serious quality problems of gold and silver jewelry undoubtedly bring us a message: our products will be seriously affected.
Situation analysis
superiority
1, advanced equipment;
2. Have process patents;
3. Strong funds;
4. Have high-quality employees;
5. Have an efficient team;
6. Enjoy a high reputation in the industry;
7. Wide product line, reasonable combination and distinctive features;
8. There are broad information channels to ensure timely and accurate access to all kinds of information in the gold market.
Disadvantage (w)
Not well-known in China and the world, we should make great efforts to push our products to the whole country and the world.
Opportunity (o)
1, the rapid development of the Internet provides a platform for the realization of network marketing, and the continuous growth of online users brings greater market space;
2. In recent years, the state has gradually relaxed its control over the gold market and the policy environment has become more relaxed;
3. The rapid economic development has brought more potential customers;
Threat (t)
1, there are many competitors, and the products of gift manufacturers in Wenzhou and other places are flooding the market;
2. In recent years, the price of gold and silver in the international and domestic markets has risen, which has led to an increase in product costs;
3. Consumption tax on gold ornaments 10% restricts the growth of gold consumption in China;
(A) marketing objectives
According to the above analysis, we can see that although the company is well-known internationally and in the industry, few people in China know about our company and of course know little about its products. According to this main problem, the most fundamental purpose of our marketing plan is
It is necessary to publicize the enterprise. The goal to be achieved is to raise the enterprise's popularity to the top of the same industry in China in one year, that is, by the end of 20xx.
(b) product and price strategy
First of all, we need to know what kind of products customers need. Today, the homogenization of products is becoming more and more serious. We need to provide our customers with creative and personalized products and keep innovating. Under the platform of network marketing, we can let customers create their favorite products and tailor them for customers.
Our company's gold and silver products are all high-quality products, and their prices are set according to the gold and silver prices in the international market. The price is transparent. There is little difference in the price of gold and silver products with the same weight and gold content in the market, but the price space of gifts is very large. The amount of gold content and the quality of technology largely determine its price space. Our international positioning is high-end market, and our products are pure gold and sterling silver, high-quality high-end products with high technology content, and the natural price is relatively high. At home, we only sell high-quality products, which are positioned in the middle and high-end market. In a specific domestic environment, the major manufacturers of gold and silver products have a variety of products, and various substitutes flood the market, while the vast majority of consumers attach great importance to price. In order to gain a certain market share, many gifts from 500 yuan and above will be given? Change? Turn it into two to three hundred yuan. This does not mean lowering the product grade, but reducing the weight, reducing the proportion and producing more while keeping the quality and technology unchanged? Small model? Products.
Uniform packaging is adopted in product packaging, and the same pattern, similar color and * * * same characteristics are adopted in appearance, which is convenient for customers to identify the products of enterprises, make them look exquisite and upscale, and improve the brand image of products.
(3) Channels and promotion strategies
1, portal establishment.
2. Combination of traditional marketing.
(1) Print the website on stationery, photo albums, business cards, brochures and other printed materials. This method is sometimes overlooked. It is one of the important factors that affect the promotion effect of the website to make sure that the website is spelled correctly and the domain name is easy to remember. When choosing a domain name, we should consider the needs of website promotion.
(2) Using traditional media advertising. Traditional media advertisements should not be abolished, whether it is magazine advertisements or newspapers, we must ensure that the company's website is displayed in it. Take viewing the website as the auxiliary content of the advertisement to remind users that browsing the website will get more relevant information. Don't neglect to advertise in some relatively narrow magazines or trading periods. Sometimes these advertisements are more accurate, effective and cheaper than online advertisements. There are other traditional ways to increase website visits, such as direct mail, classified advertising postcards and so on. Television advertisements are probably more suitable for websites selling popular products.
(3) Free service. People like free things. It is more effective to attract people to visit your website through free information than simply inviting people to visit your website. The free content you provide should be very close to what you sell, so that the visitors you attract may be your target potential customers. While providing free services, websites should provide a variety of connection methods to attract the attention of users who get free information to the products you sell. Such as free email, free website registration, free information release, etc.
(4) release news. News promotion is always effective, even if consumers can't remember your website at once, they will leave a certain impression. Look for news-worthy events (such as promoting your free service) and publish the news to printed journals and website journals in the gold and silver industry. You can use some online news publishing services. Adding a website to new news will increase the link breadth.
3. E-mail policy.
4. Advertising strategy.
(D) Customer relationship management strategy
1, the maintenance of customer relationship is mainly in products, information and so on.
2. Establish a consumer personal information database. Implement a point system for consumers' consumption behavior. As long as the consumption points reach a certain number, vouchers will be sent to drive consumption again. Every special festival or a certain anniversary of consumers, we will send small gifts or other humanized services, and we will also pass on the latest product information of the company to consumers in time to attract their curiosity. Nowadays, wedding accessories account for a large share. Give big discounts to wedding rings of old customers or immediate family members and send congratulatory letters.
3. Keep in touch with customers regularly. Subscribe to free electronic publications for customers, ask customers whether to notify them by email when your website is updated, and continue to know whether customers are satisfied with the purchase after each purchase.
4. Every e-mail prepared for customers is optimized in positioning and content.
5. According to customer data, we have carefully subdivided and customized the corresponding news emails for different customers.
6. Establish a website visitor information feedback system, and adjust and improve the email content according to the feedback information.
7. Every email to be sent has been carefully tested.
8. Provide free online products for your website visitors. These products can be e-books, search engine registration, email consultation, website design, etc. In return, ask them to fill out a short questionnaire about your website, products or services, customer service, etc.
9. Please fill in each visitor and customer's interests and hobbies.
safeguard measure
(1) Guarantee of production resources.
1. The company increased investment to increase production equipment and expand production sites (or shares, acquisitions and outsourcing).
As a second-line department, the production department should be the strong backing of the international sales department and the domestic sales department. It must always operate around customer demand rather than production demand, and must organize various production management activities such as design and development, material procurement, product production and quality control according to the product strategic planning and actual order demand of front-line departments.
3. Delivery of qualified products on time is always an indisputable core task in production management.
4. The control of production cost, especially material cost, will be the key to test the supervisors at all levels in the production department. We must overcome and digest all kinds of price rising factors by extreme means.
(2) Protection of human resources.
1, speed up the introduction of talents and ensure the demand of first-and second-tier employers; Establish the mechanism and scheme of personnel elimination and talent reserve.
2. Strengthen education and training. Establish a training system, with quality training as the core, systematically train the company's employees and franchisees to improve the professional and business quality of employees and partners.
3. Establish a reasonable distribution system. Establish a distribution system that is competitive externally, fair internally and has an incentive effect on employees, including employees' wages, benefits, bonuses, etc. And constantly review and improve in the implementation.
4. Establish a reasonable performance management system. Performance management must be implemented together with the distribution system to ensure the effective implementation of target management.
(3) financial security. In 20xx, the company will provide superior financial resources for the front-line departments, and tilt to the front line in various inputs such as advertising, manpower, expenses and income distribution. At the same time, the financial department must strengthen monitoring and monitoring from the following four aspects:
1. Approving expenses step by step. On the basis of the partial authorization in 20xx, the Finance Department will press "? Responsible person? The idea is to delegate the preliminary examination right of various expenses to the vice presidents (managers) of various business departments, and the finance department will strengthen monitoring on the rationality of the cost flow.
2. Lead cost reduction activities. On the basis of setting cost reduction targets, financial personnel must do more? Go out? , directly participate in market research, or organize various special activities to assist and guide relevant departments to reduce costs.
3. Improve the financial supervision system.
Start planning
general requirements
The company's top management clearly realizes that the business target for 20xx is formulated on the basis of comprehensive weighing and analysis, and it is a plan full of opportunities and risks. To turn this ideal into reality requires the joint efforts of all staff.