The jewelry investigation report can be divided into three parts. First, it can describe the purpose and main contents of the investigation; Second, we can describe the survey methods and plans; Third, we can describe the results and gains of the investigation.
Model essay on jewelry research report 1:
After just a few years' development, China's jewelry market has jumped from only 1% of the world in previous years to the forefront of the world, second only to the United States and Japan. With the development of China's economy and the improvement of people's consumption level, jewelry is becoming the third largest consumption hotspot in China after housing and cars. In the face of fierce market competition, jewelry enterprises pay more and more attention to marketing and constantly improve their marketing management level. As an insurmountable starting point of management decision-making of jewelry enterprises, jewelry market survey is the basis for jewelry enterprises to formulate marketing strategies.
Survey items: Golden Eagle International Shopping Center, Times Square Shopping Center and Wanjiafu International Shopping Center.
Number of participants: 3 Number of participants: 3
Survey object: consumer groups
Time: 20 1 1 year 65438+February 6th-20th11year 65438+February 9th.
Industry analysis;
I. Current market situation
Jewelry industry plays an important role in prospering the market and promoting the development of national economy. Its development reflects the historical track of ordinary people's life from food and clothing to a well-off society. Jewelry consumption has officially become the third largest consumption hotspot in China after housing and cars. According to authoritative statistics, in 200 1 year, the total domestic sales exceeded 80 billion yuan, and the export reached 2.53 billion dollars. Among them, the annual sales volume of domestic gold jewelry increased from 0.7 tons 20 years ago to 207.5 tons. Jewelry and gold consumption jumped to the fourth place in the world; The proportion of platinum jewelry sales in the global market. It jumped from 1% to 52%, reaching 1.3 million. The global market share of diamond jewelry has also increased from 0.5% to 1.8%. The total annual sales volume exceeds 654.38+0 million. In addition, the annual sales of rubies, sapphires, emeralds, pearls and middle and low-grade gemstone ornaments also reached about 20 billion yuan. It is estimated that by 20 10, the jewelry sales in China will exceed180 billion yuan, accounting for more than 10% of the total global sales.
Compared with other high-end consumer goods, the jewelry industry does have its unique development space. With the rapid development of domestic economy, the growth of per capita income and the improvement of living standards, jewelry has gradually changed from a luxury of a few powerful people to a consumer product of ordinary people, and the consumer psychology has gradually changed from maintaining value and owning it to pursuing brand, fashion and individuality. The survey shows that more and more consumers buy jewelry not only as gifts for others, but for their own use. About10 million couples get married every year in China, and the total wedding expenditure reaches 250 billion yuan. As long as 10% of it is used for jewelry consumption, it will be more than 25 billion yuan in the whole year.
From the perspective of market suppliers, the increasingly vigorous development of the mainland jewelry industry has made many famous brands in Hong Kong optimistic about the mainland jewelry market, and many well-known foreign jewelers have also set their sights on China. Foreign brands began to seize the China market. At present, Yangzhou market can be said to have formed a large-scale jewelry retail market.
Second, the market prospect
Chinese mainland, which used to be considered as a pure jewelry processing and manufacturing place, is now regarded as the largest potential consumer market by the international jewelry industry. The huge market potential of annual sales of nearly $20 billion has made the world's jewelry giants "rush to the beach" in Chinese mainland market.
Since China resumed the gold and jewelry market in 1982, the consumption of gold and jewelry in Chinese mainland has increased rapidly. According to incomplete statistics, in 200 1 year, China's jewelry consumption exceeded 60 billion yuan, while gold consumption remained stable at around 200 tons for several years.
A forecast from Munich International Exhibition Group shows that in 20 10, China is expected to become the most competitive jewelry processing and consumption center in the world and one of the global jewelry trading centers. By then, the annual sales of jewelry will exceed1800 million US dollars. De Beers, the largest diamond dealer in the world, began to do business with the mainland of China as early as 1950s. 1984 and 1988, De Beers signed contracts with Shandong Province and Liaoning Province to explore the source of diamond mines. Through its sales and marketing organization, De Beers is deeply involved in China's emerging grinding and processing industry and the rapidly growing jewelry manufacturing industry.
Since 1990s, De Beers has increased its investment in consumer marketing in China. The diamond promotion service and diamond information centers in Beijing, Shanghai and Guangzhou have greatly promoted the growth of the diamond jewelry consumption market in China by holding various industry conferences, training seminars and competitions. Chow Tai Fook, a well-known jewelry brand in Hong Kong, chose to explore the mainland market by franchising. As of July 2002, Chow Tai Fook has opened more than 70 stores in large and medium-sized cities in the mainland, and the number of outlets will continue to increase in the next few years.
As the third largest gold demand market in the world, China is attracting the world's attention. The World Gold Council, the largest gold promotion organization in the world, has made China the "top priority" of its global promotion plan in 2003. In May, 2003, the People's Bank of China stopped implementing 26 administrative examination and approval items such as production, processing, wholesale and retail of gold products, which marked the full opening of the market of precious metals such as gold and silver and their products from the management system. In terms of tax adjustment, there are a series of corresponding tax policy adjustments for imported diamonds, diamond consumption tax and imported gold and platinum, which are not only the fulfillment of the commitments made at the WTO and Shanghai APEC meetings, but also an important guarantee for Chinese jewelry enterprises to participate in international competition and improve their competitive strength. At present, Shanghai Diamond Office, Shanghai Diamond Exchange, China Gemstone Association and Jewelry and Jade Jewelry Management Center of the Ministry of Land and Resources have done a lot of work in the adjustment of diamond import and export tax. We hope that through the reasonable adjustment of diamond tax policy, we can straighten out the links of diamond industry and promote the great development of domestic diamond processing industry.
Third, the investigation and analysis of Yangzhou jewelry market
The price discounts of jewelry cabinets such as Golden Supreme, Zhao Liang, TSL and Pierre Cardin in Times Square Shopping Center are generally controlled at
About 8.8 fold, there is no mutual bidding and big discount, more competition is their own unique style design and good service. For example, at the counter, after pretending to see a diamond ring and knowing that I have a great desire to buy it, the price is still around 4500 yuan after 8.8 discount. I can only tell the sales staff to send some company gifts, and the price will basically not change. Later, as she said, the telephone application can only be reduced by about 200. The stairwell between the first and second floors of Golden Eagle Plaza is also occupied by a jewelry brand (the brand name is unknown). The area of the five counters is mostly middle and low grade jewelry, such as colored gems series such as crystal pendants, and there are also a few diamond ornaments. This space has been used, indicating that the sales performance of its shopping malls is considerable.
Golden Eagle International Shopping Plaza includes Chow Tai Fook, Golden Supreme, Diamond, Zhou Shengsheng and Lukfook. The replacement may be "Duocui", a jewelry brand mainly selling jadeite. In the lounge near Golden Eagle, I saw a transaction of Tongling Cuizuan Jewelry (the specific goods are unknown). The customers are two middle-aged ladies. It doesn't take much time from selection to purchase. They have strong spending power, so it's easier to buy jewelry products. The jewelry brands settled in Golden Eagle, from product store design to product display, do not fully reflect the differences with other brands in different regions or low-end shopping malls, reflecting the popularity of jewelry brand consumption at present.
In addition, in several jewelry stores or counters of Wanjiafu International Shopping Center, except Lukfook, Zhou Shengsheng, Chow Tai Fook and other stores, Sanxin, Jun 'an and other diamond ornaments are all given a low discount of 3-5 fold, and the color and purity of their diamonds are very low, generally lower than J, SI or SI, and the weight of diamonds is generally 10 or/kloc-0. When a salesperson like Sanxin recommended a 30% discount low-grade diamond ring to me, he did not mention the criteria for judging the quality of diamonds. Zhou Shengsheng, Chow Tai Fook, TSL and other stores. Everyone is trying to build their own brands, and has not formed a scuffle with other small brands, which ensures the relative stability of the jewelry market from another side. Among them, Chow Tai Fook's three-piece set of K gold inlaid heart-shaped diamonds has a unique style, and the heart is composed of three round diamonds.
Investigation and analysis of consumer psychology in Yangzhou jewelry consumption market
Jewelry consumers' purchasing decisions are mainly influenced by cultural, social and personal psychological factors. Culture is the most basic determinant of human desire and behavior. People gradually form their own values, hobbies and behaviors in the process of growing up. As jewelry consumers, they are all influenced by the history and culture of China. A person's social group, family, social role and other factors have a direct or indirect impact on his views and behaviors on things. Therefore, it also has an important impact on its purchase behavior. In particular, personal characteristics such as age, occupation, economic status, lifestyle and personality are important factors in deciding to buy.
In recent two years, platinum jewelry has been more and more loved by consumers, especially female consumers. At present, more than 50% jewelry on the market is made of platinum. The survey shows that 60% consumers like platinum jewelry; Another 50% consumers like diamond jewelry; However, gold jewelry has become saturated, and its market share has declined compared with previous years, but men's gold jewelry still has a considerable market share. In addition, jade jewelry mainly consists of bracelets and necklaces, occupying a certain market share. Personal love for jade has also greatly increased.
Jewelry is a kind of valuable consumer goods, and consumers' buying behavior is quite rational. The survey shows that 6 1% of consumers make a purchase decision after visiting 3-4 stores; 26% of consumers make a purchase decision after visiting 5-6 stores. Only 9% of consumers only visit 1-2 store to make a purchase decision. At the same time, the survey shows that 43% consumers have insufficient confidence in jewelry consumption, which is mainly manifested in: consumers have insufficient confidence in merchants, that is, whether merchants are honest; Lack of confidence in jewelry products, that is, whether jewelry products are genuine; Lack of confidence in one's own purchase behavior means that one's psychological maturity in consumption behavior is not enough. Therefore, for those customers who just watch or try carefully at the counter and will not buy immediately, businesses should understand. In today's dazzling jewelry brands, advertising is becoming more and more important for brand promotion. 32% consumers mainly know the brand, type and style of jewelry through advertisements; 28% of consumers know about jewelry brands through friends and relatives, and 65,438+02% of consumers only buy products seen in advertisements; 26% of consumers only buy brand-name products. Even so, there are still 50% consumers who must go to the store to experience it in person before making a purchase decision. It can be seen that the current jewelry consumption has reached the era of brand consumption. Those unknown products or products with poor quality will gradually be eliminated by the market.
Wedding consumption has always been the most important market share of jewelry. 53.5% consumers buy jewelry when they get married; 16.2% of consumers have consumption behavior on their wedding anniversary; 23.2% of consumers shop on Valentine's Day. However, with the continuous improvement of living standards, May Day, National Day, March 8th, Mother's Day and the birthdays of relatives and friends have also become important consumption opportunities. Jewelry is not only a token of love, but also a messenger to enhance feelings and friendship.
Summarize and induce
The marketing of jewelry enterprises not only requires jewelry enterprises to set appropriate sales prices for marketable products and provide them to consumers through appropriate sales channels, but also requires consumers to know about enterprises and their products in time through various channels, so as to generate purchasing motives and behaviors for their products and make their products sell well in the market. This is what we are going to talk about in this section: jewelry promotion strategy. Jewelry promotion strategy is an important part of jewelry marketing strategy. Jewelry enterprises should formulate promotion strategies suitable for their own enterprises according to their product characteristics, marketing environment of target market, internal situation of enterprises, market positioning and promotion purpose.
At the same time, with the diversification of jewelry consumption, the jewelry market is constantly subdivided, with a wide variety and improved internal quality. Gold, platinum, diamond ornaments and all kinds of colored gems, jade and silver ornaments led the gains, especially gold, platinum and diamond ornaments with great development potential. The consumption of diamond ornaments in China is increasing at an annual rate of 15%. According to the investigation of relevant institutions in Beijing, Shanghai and Guangzhou, the average consumption of diamond ornaments for each couple is 5820 yuan. With the increase of residents' income in China, the purchasing power of diamond jewelry will continue to grow. China is a new developing market. We can reasonably predict that by 20 10, the annual sales of Chinese jewelry is expected to reach18 billion yuan, and the export volume will reach 7 billion US dollars. China has a huge market and huge market development potential, rich gem resources and unique jewelry culture. As a new sunrise industry, China's jewelry industry will occupy an increasing share in the national economic development. We believe that the fair, just, honest and trustworthy market environment will be further improved with the support of the government, the self-disciplined and orderly management and competition of the industry and the joint efforts of the government, associations and enterprises. In the near future, China will surely become one of the important distribution centers of jewelry processing trade in the world.
Jewelry research report model essay 2:
(1) Summary 0
(II) Purpose of investigation 1
(3) Research methods
(4) Market research 2
1) Top Ten Jewelry Brands 2
2) The capacity and development potential of the jewelry market. three
3) The competitive characteristics and main competitive means of jewelry market. three
4) Consumption status of consumers at all levels. four
(5) Jewelry Consumption Questionnaire 4
(vi) Findings and recommendations 7
(1) summary
In recent years, China has become one of the few countries in the world whose annual jewelry consumption exceeds 654.38+000 billion US dollars. Chinese mainland has a huge consumer group. The total annual jewelry trade between the four fashion capitals in the world and Tokyo, Hongkong and other cities is nearly $654.38+000 billion, but the per capita share of female jewelry in China is less than 5%, which shows that the market potential is huge.
Jewelry is one of the earliest industries opened to the world. In previous years, China's import tariff on finished jewelry was as high as 50%. The high import tariffs and consumption taxes on gold jewelry and gem products restrict the sales of jewelry. With the further opening of China market, these barriers are gradually eliminated, and the signal of China's jewelry industry policy adjustment is getting stronger and stronger. The State Planning Commission has announced that China Gold will cancel the central bank's pricing, implement market-regulated prices, and gradually dismantle the institutional barriers of "unified purchase and marketing" under the planned economy. The establishment of the gold exchange marks a substantial step towards the international gold market. The opening of Shanghai Gold Exchange has made great contributions to the construction of standardized gold market in China. China has made major adjustments to the diamond import and export management and tax policy, which will surely push the diamond industry in China onto the track of virtuous circle development.
In order to better sell jewelry, improve the market share of jewelry, evaluate the marketing environment and formulate corresponding marketing strategies, market research must be carried out in advance.
(ii) Purpose of the investigation
Through this survey, we can understand the following main contents in order to achieve the following purposes:
1。 By understanding the demand for jewelry in consumers' hearts, we can fully understand the popularity, penetration, reputation and loyalty of corporate brands among consumers.
2。 Through investigation, we can know the biggest consumer of jewelry.
3。 Through investigation, we can master the conventional propaganda methods and promotion methods of various jewelry, and fully understand the sales situation, price, advertising, promotion and other marketing strategies of jewelry among consumers.
4。 Through investigation, we can master consumers' recognition attitude towards jewelry promotion, and make statistics to predict the market capacity and potential of jewelry.
(3) Research methods:
1. Visit and investigation of large jewelry stores;
2. Individual interviews and investigations on some jewelry sales personnel;
3. Interview some jewelry consumers individually;
4. Find information to supplement on the Internet.
(4) Market research 1) Top Ten Jewelry Brands
1 Liu Fu (Top Ten Jewelry Brands, Hong Kong Famous Brands, Hong Kong Listed Companies, Industry Famous Brands, Liu Fu Group (International) Co., Ltd.)
2 Chow Tai Fook (1929, China famous trademark, top ten jewelry brands, favorite jewelry brand, Chow Tai Fook Jewelry and Gold Store Co., Ltd.)
3 Zhou Shengsheng (founded in 1938, one of the top ten jewelry brands in Hong Kong, Zhou Shengsheng Group International Limited) 4 Zhou Dasheng (founded in 1966, a famous trademark in Hong Kong and China, a famous trademark in China, one of the top ten jewelry brands, Chow Tai Sang Jewelry Limited).
5. Golden Supreme (China well-known trademark, top ten jewelry brands, Hongkong famous brands, industry famous brands, Golden Supreme Industrial Development (Shenzhen) Co., Ltd.)
6 Diamond (China famous trademark, China famous brand, top ten jewelry brands, Shanghai Diamond Co., Ltd.) 7 Xie Ruilin (197 1, a famous brand in Hong Kong, the company was founded in 197 1, Xie Ruilin Jewelry Co., Ltd.).
8. Lao Fengxiang (1848, China famous trademark, China famous trademark, top ten jewelry brands, Shanghai Lao Fengxiang Co., Ltd.)
9 Jin Dafu (China well-known trademark, Guangdong well-known trademark, China well-known trademark, Shenzhen Jin Dafu Jewelry Co., Ltd.) 10 Cartier (founded in Paris, France 1847, a world-famous brand and one of the top ten jewelry brands, Cartier Company of France).
2) The capacity and development potential of the jewelry market.
China is one of the most important and active jewelry consumption markets in the world, and the consumption of many jewelry products ranks among the top in the world. Especially in recent years, the total sales volume of China's jewelry industry has developed at an annual growth rate higher than 15%, and the annual export growth rate has exceeded 20%. By 20 10, the sales of Chinese jewelry market will be180 billion yuan, accounting for more than 10% of the global market. China will replace Europe and America and become the most important luxury consumption market in the world after Japan. The potential of China's jewelry consumption market has attracted more and more attention from merchants.
Intention. Since China reduced the value-added tax on diamond imports from 65,438+07% to 4%, many jewelers have been delighted. Not only diamond jewelry, but also gold, platinum, palladium and silver jewelry in the consumer market last year, and jade is even more popular. Jewelry has become the third largest consumption hotspot after real estate and automobiles.
3) The competitive characteristics and main competitive means of jewelry market.
From the whole marketing process, customers are an important factor for jewelry brands to remain competitive and survive. More and more jewelry enterprises strongly feel that in the increasingly fierce market competition in the jewelry industry, customer resources are vital resources, and whoever owns customers will own the market. Now the essence of jewelry brand competition has evolved into a customer battle that determines the life and death of jewelry enterprises. For many domestic jewelry enterprises, the massive loss of customers and the lack of potential customers are one of the most serious problems at present.
Nowadays, through the annual reception in 2008, some agents or franchisees of jewelry brands can further understand the achievements of brands in market profitability, enterprise development, advertising and new product promotion in the past year, thus enhancing their confidence and loyalty to the brand. Moreover, they can also publicize brand strength, profit guarantee and new product promotion through cocktail parties, and attract new agents or franchisees through cocktail parties or media publicity.
4) Consumption status of consumers at all levels.
The consumption level of jewelry is: 9 under 22 years old. 7%, 22-28 years old is 14. 1%, consumers aged 29-40 are the main consumers of jewelry products. Meanwhile, 58. 1% of the respondents did not answer the question. This shows that the product development degree of jewelry industry, such as personality, style, age, level, technology and price, can not meet the needs of consumers, and the task of product development, technological transformation and technical level improvement of the industry is still very arduous. As for the product price, the survey shows that jewelry products with the price of 2001-4,000 yuan are the mainstream products of consumption. This shows that consumers at different consumption levels have demand for jewelry. Jewelry has gradually changed from a kind of luxury goods with preservation value to consumer goods demanded by the public. Sales methods, 57. 7% of the respondents chose shopping mall counters, 49. 8% of the respondents chose specialty stores, 28. 6% of the respondents chose direct sales and 4% chose online sales.
The traditional "value preservation" function of jewelry has been relegated to a secondary position and replaced by aesthetics, fashion and enjoyment. In terms of jewelry products, necklaces and rings are the most popular among consumers. In terms of materials, consumers prefer platinum, diamonds and gold. In consumption motivation, women tend to improvise consumption, while men mainly want to please others and give gifts. In terms of price, respondents tend to consume at low prices. The median consumption of jewelry is 2000 yuan, and the median consumption of necklaces, rings, bracelets and bracelets ranges from 600 to 1200.
(5) Jewelry Consumption Questionnaire
The purpose of this questionnaire is to understand the consumption situation of jewelry so that we can produce jewelry that you are satisfied with. You can fill in the corresponding options or fill in the information you know. Thank you very much for your help!
Question 1: Your gender
1。 Male () 2. Female ()
Question 2: How old are you?
1。 18 () 2 or less. 18-30()
3。 30-60()4。 More than 60 ()
Question 3: Your monthly income
1。 Below 1000 () 2. 1000-3000()
3。 3000-6000()4。 6000- 10000()
5。 10000 () above 6. No income
Question 4: Are you interested in jewelry?
1。 It is () 2. No ()
Question 5: Have you ever bought jewelry?
1。 There is no () 2. Rarely () 3. Often ()
Question 6: How do you know about jewelry?
1。 Introduction to friends () 2. Books and magazines ()
3。 Television advertising. Internet advertising ()
5. Others ()
Question 7: Where do you usually choose to buy jewelry?
1。 Specialty store () 2. Shopping center ()
3。 Small jewelry store () 4. Roadside stall ()
5。 Online () 6. Others ()
Question 8: What kind of jewelry would you choose if you bought it?
1。 Gold () 2. Silver ()
3。 Emerald () 4. Diamonds ()
5。 Colored gems () 6. Crystal ()
7。 Platinum () 8. Pearl ()
9. Others
Question 9: Under what circumstances would you buy jewelry?
1。 Get married. Festival ()
3。 Give () 4. Appreciate ()
5。 Wear () 6 at ordinary times. Meet the person you like ()
7。 Collection () 8. Others ()
Question 10: When buying jewelry, which of the following factors do you consider first?
1。 Style () 2。 Brand ()
3。 Price () 4. Material ()
5。 Quality () 6. Service ()
(6) Findings and suggestions
The results of this survey show that 56% of jewelry enterprises' main products are diamonds, 35% are gold ornaments, 34.5% are jadeite, and 26.6% are rubies and sapphires. The proportions of pearls, silver ornaments, imitation ornaments and other products in the company's main products are 65,438+09.5%, 65,438+08.4% and 65,438 respectively. Diamond jewelry is still the main product in the jewelry market, and its position as the main product in the market cannot be shaken. The consumption of rubies and sapphires has declined, but the market share is still not to be underestimated. Pearl products have a certain consumption demand, but they need the guidance of the market. Specifically, 1 1-30 minutes diamond jewelry has the most market purchasing power, and gold jewelry with a weight of 3- 10 gram is the most popular among consumers. Shopping mall counters are an important way to sell jewelry at present; Specialty stores are the only way to sell jewelry in the future; Direct selling is a way that cannot be ignored in jewelry at present and in the future.
The results of this survey also show that most people buy jewelry to satisfy their appearance and image, and they are used to wearing decorations to better show their beautiful appearance. People's purpose urges jewelry designers to have this article and a general design direction, so as to meet the purpose of consumers, enrich the vacancy of jewelry market, and promote recycling and mutual benefit for jewelry industry. In terms of designers' design, people should be asked what precious metals they like. Through this survey, we found that platinum jewelry is more attractive to people among the precious metals they like, and designers should prefer this kind of jewelry. Not only designers, but also platinum collectors should take action to improve their collection ability, so as to earn more jewelry collection market and win higher profits in this market. Opening the door to do business is only for profit and commission, and jewelers are no exception, but what kind of jewelry price can make them profitable and acceptable to consumers? This is not a small problem, it is related to the boundary between the two about money. In pricing, we must set the price in the middle that is most acceptable to consumers and does not reduce our profit level. The most acceptable jewelry price in this survey is 1000~2000 yuan), which is in line with the general response of the public. Merchants should set their own jewelry prices on this basis to ensure the interests of themselves and the public.
The above is what Bian Xiao shared today, and I hope it will help everyone.