Belgium's national gift, the jewelry designated by Berlin Film Festival, won the space with the Shenzhou VII spacecraft, and the president was received by the Belgian king and invited by the then German president to visit the presidential palace ... These labels are all gathered on one brand.

She is Tongling Jewelry, a leading jewelry brand in China, with about 300 franchise stores nationwide and annual sales exceeding 654.38 billion yuan. Shen Dongjun, the president, believes that the most important thing in shaping jewelry brands is to find the right positioning, do a good job in marketing and innovate products.

1. Cross-generational positioning to improve the sustainable contribution rate

Marketing guru philip kotler once emphasized that there is only one successful strategy, and that is to carefully locate the target market.

Jewelry consumption has not started for a long time in China, but it is developing rapidly. Statistics show that in 20 1 1 year, the total sales of China's jewelry market exceeded 380 billion yuan. If the early domestic jewelry consumption paid more attention to factors such as price and preservation, now its emotional value as a high-end consumer goods has become the focus of attention. That is, customers pay more attention to the enjoyment of status, identity, emotion and artistic conception that can be obtained by consuming jewelry. Therefore, it is very important to meet the emotional needs of customers and how to find a suitable brand positioning.

At present, there are two problems in the brand positioning of domestic jewelry enterprises, either paying too much attention to functional demands or vague emotional demands. Functional demands are difficult to achieve continuous customer sales, while vague emotional demands are difficult to attract consumers' deep recognition. At present, the positioning of most jewelry brands is still the wedding market, but wedding rings are mostly one-time consumption, and enterprises need to constantly develop new customers. There is a basic understanding in marketing that the cost of developing new customers is five times that of maintaining old customers, and 80% of the profits of enterprises come from repeated purchases of 20% old customers.

20 12 China jewelry yearbook

The brand positioning of Tongling Jewelry "for the next generation" is different. China culture attaches importance to the inheritance of the next generation, wealth, spirit and feelings. The brand positioning of Tongling Jewelry can be said to accurately grasp the emotional needs of consumers who attach importance to inheritance. When customers enter Tongling jewelry store, their choice of jewelry has changed from simple purchase to long-term emotional collection. President Shen Dongjun said: "Brands must be the realization of consumers' dreams, especially luxury brands, otherwise they will have no value. "

A customer of Tongling Jewelry once said, "I want to leave the treasure worthy of inheritance to my children. This is a kind of inheritance and a kind of emotional thought. Psychic jewelry has completed my complex. "

Judging from the marketing data, this positioning of Tongling Jewelry not only won the deep brand recognition of consumers, but also successfully improved the continuous contribution rate of customers. The data shows that the continuous contribution rate of customers of Tongling Jewelry is outstanding. The conversion rate of customers' fourth and fifth purchases is as high as 60%, and the average interval is less than 150 days.

2. Authoritative endorsement to improve brand reputation

Luxury brands can never be separated from celebrities who like her. In the early years, domestic jewelry marketing focused more on promotion and gift. These marketing methods can only increase sales in a short time, but can't attract customers continuously, and can't form a sense of identity with the brand. In recent years, more and more jewelry brands have begun to learn from international experience and enhance their brand image through celebrity endorsements, especially psychic jewelry.

In 2009, Tongling Jewelry held hands with Berlin Film Festival for the first time, and later became the only designated jewelry in previous Berlin Film Festival. Through the Berlin Film Festival, Tongling Jewelry brand has not only entered a broader world stage, but also been appreciated and recognized by many political and business celebrities and movie stars.

At that time, German President Christian Woolf personally thanked Shen Dongjun, president of Tongling Jewelry, for his support and contribution to the Berlin Film Festival. Dieter Koslik, president of Berlin Film Festival, praised Tongling Jewelry as "one of the most beautiful diamond ornaments in the world" and personally went to the Belgian Embassy in Germany to blow out birthday candles during the anniversary of the "Blue Flame" diamond exclusively sold by Tongling Jewelry.

Excellent marketing has made the brand influence of Tongling Jewelry more and more important in recent years. 20 1 1 The Maas Museum in Belgium specially designed five exclusive seals for psychic jewelry and kept them forever. Shen Dongjun, president of Tongling Jewelry, was also cordially received by the Belgian King and Queen.

Through a series of authoritative endorsements, Tongling Jewelry successfully transferred consumers' attention to celebrities to the brand Tongling Jewelry. Through this emotional effect of love me, love my dog, the brand awareness and reputation of Tongling Jewelry have been comprehensively improved.

3. Patented products are absolutely differentiated.

At present, inaccurate brand value positioning, lack of individuality and similarity of products have almost become the same image of many domestic brands occupying 80% of China's jewelry market, and the price war and channel war set off by domestic jewelry brands are also becoming their lingering nightmares.

20 12 China jewelry yearbook

Different from other brands, Tongling Jewelry has long cut the uniqueness of its products into differentiated brand features. In 2009, the "blue flame" diamond symbolizing the revolutionary progress of diamond cutting in the world was released in the former residence of Rubens, a famous oil painting master. As a milestone in the diamond cutting revolution, it is permanently collected in the Belgian Diamond Museum. This kind of diamond has 89 cuts, which can release more brilliant blue fire color, so it caused a great sensation in the global jewelry industry as soon as it came out. After obtaining the exclusive right to sell "Blue Flame" diamonds, Tongling Jewelry also obtained the patent right to cut "Blue Flame" diamonds, pushing its product differentiation to the extreme.

20 12 China jewelry yearbook

If products are the flesh and blood of jewelry brands, then design is the soul of products. While many other domestic jewelry brands are still copying foreign popular jewelry styles at will, the "red carpet" series of high-end customized jewelry originally designed by Andre Lasserry, a global design consultant of Tongling Jewelry, has already become popular in major film festivals and has become the red carpet choice of many stars such as Zhang Ziyi, Zhao Wei, Nini and Yuqi Zhang. At the same time, Andre Lasserry will inherit the core concept of this brand and perfectly integrate it into product design.

Tongling Jewelry Wedding Ring "Love through Time and Space" series is made of two beautiful diamonds cut from the same diamond blank. Cutting the selected diamond blank into a pair of diamonds requires accurate measurement and calculation by the cutting craftsman, and only one percent of the probability can meet such strict requirements. The pure love of "two diamonds are a blank, a perfect match" was also carefully designed by Andre Raselli to commemorate his faithful love with his wife. He gave this product the eternal theme of "Never change your mind in this life". 20 1 1 launched the high-end series "Museum" series, drawing inspiration from the newly-built Maas Museum in Antwerp, Belgium, and successfully creating a luxurious jewelry experience with a sense of history and depth.

Unique patented products make Tongling Jewelry a brand zone that is completely different from other brands. While meeting the unique emotional needs of consumers, its brand will naturally be engraved into the hearts of consumers.

In the fierce market competition, Tongling Jewelry has formed a set of unique emotional marketing tricks. In the final analysis, the essence of luxury marketing lies in whether you can bring unique emotional feelings to consumers. For many domestic jewelry brands, this is especially necessary to think about and break through. The belief that psychic jewelry brings customers "treasure for the next generation" has undoubtedly been at the forefront.