Several friends who made jade asked me: "When do you think the jade market can warm up?" This winter is too long and too cold, so many jadeites are anxious and bored, but they feel the external environment. Weak. Throughout this year, the number of jewellery exhibitions is frequent every week, which shows that everyone is struggling to break through, however, the effect is not satisfactory.
how so? There are many reasons, but the root cause is that China’s economic cold is a structural loss, not a cyclical cold. Periodically encountering cold can be seen as encountering an economic winter, and a few months is spring; while structural cold is a glacier century, and only after the big environment tends to balance, will spring bloom. Fortunately for now, it can be seen from the "Keqiang economy" that China's structural imbalances are being valued by the government and actively adjusted.
In this unique period, the jewellery industry, which was “abandoned before the industry was abolished, and the industry was prosperousâ€, faced new challenges, from the traditional operation to the transformation of modern management, and a new round of reshuffle. This is especially true in the jade industry, where a large number of jadeite merchants will withdraw from the battlefield in this round of shuffling. In the era of big waves, how do we find our own survival rules?
Inside and outside the jade industry, they are envious of the jade merchants who do high-end jade. One piece of goods is worth at least one Mercedes-Benz BMW, and the other is worth one building and one villa. The middle and low-end jade merchants are striving for this goal, and hope that one day they will have the Jintang Jade Hall. However, everyone only saw the bright and beautiful side of the high-end jade business, but did not see the risks, temper, opportunities and challenges behind them.
In the era of big reshuffle, although the strength of the stronger than the weaker, it is easier to get good opportunities, but the high-end jade business does not necessarily live better than the ordinary jade business, who can not avoid the problem of the decline in economic purchasing power . We can see that the first thing that disappeared in the Ice Age was the giant animal dinosaur, because it could not adapt to the abrupt environment; the first financial crisis in 2008 was the Lehman Brothers Bank, which ranked fourth in the world because it needs more operation. More energy, the subprime crisis caused it to break the cash flow, and the Big Mac collapsed.
Burmese jade public plate, high customs tax, so that many large materials can not smoothly enter the country, some jade merchants are forced to give up the raw materials already marked; high-end goods are scarce, resulting in the continued rise in the price of finished products; and the original high-end jade edge customers That is, those small and medium-sized enterprises that give gifts to the project, collectively tighten the purse. High-end jadeites have truly felt the pressure from the economic environment and the political environment.
At the same time, China's high-end jadeites also face many problems, invisible and wealthy, brand awareness is not as good as personal awareness; the entire industry chain from source to terminal sales is difficult to integrate, the challenge of financial strength; the traditional business model and the different ideas of modern partners Docking.
The wealthy class in China is changing. The first generation of local tyrants who have erupted due to policy has gradually withdrawn from the stage. The second generation with the background of Western education has already moved to the stage. The concept of high-end jewellery consumption is changing. They not only look at the gift function of jewellery, but also collect value and pay more attention to the identity value and cultural value brought by jewellery. Because culturally rich jewelry can be a sign of their personal charm. Therefore, the era of high-end jewelry to build a brand has arrived.
However, the high-end jadeite merchants started early and the culture was not high. Although they had a keen brand awareness, they were unable to start. The brand is not a good name, and a beautiful trademark can solve the problem. High-end jewellery has its own characteristics. First, it is difficult to obtain raw materials, and the jade stone is also very varied. Careful attention should be paid to the materials and materials. If you want to maintain high quality, you must have strong cash flow and rich experience. Excessive courage, but also need some good luck; Second, consumers are not rich and expensive, their source of information is different from ordinary people; Third, the new consumers pay more attention to the culture behind jade.
Therefore, in the process of shuffling, if you want to get opportunities from the challenges, you will get a leap forward. It is necessary to build a high-end brand, but this is an unconventional brand building, but a reform of the traditional business model. After completing the basic brand building, we will do a good job in the jade culture system, achieve targeted circle communication, and combine modern financing operations. , teamed up to create a mature jade trading platform.
Made a hard iron chopsticks: the combination of mid-end brands and wholesalers.
Whether in the world or in China, the most well-known jewelry brands are often not the top of the goods, but the most integrated resources. Most of China's jade brand merchants and brand franchisees basically do not start with the purchase of materials, most of them are second-hand wholesalers, or channel buyers, as well as terminal stores, and several emerging brands are leveraging Capital is out, although the financial strength and raw materials are not the strongest, but they are a successful organizer. The helm of these enterprises has a keen awareness of brand building and development, professional considerations, focus on brand influence, and will also seek professional teams to transform enterprises into modern enterprises; better understand the use of external capital to achieve self; Expansion and expansion of sales channels.
They have good information channels, are extremely sensitive to external changes, are the fastest jade dealers, combined with modern capital, good goods, tight pockets, looking for new channel cooperation, innovative products; each based on their own The advantage is quickly strained. However, they also face major challenges. They basically start from semi-finished products and finished products. They have weak control over raw materials and are greatly affected by the front-end. Most of them started from the low end in the early years, and now the brand influence is not high. Low quality; the rapid expansion of quality in the past has made the current tail difficult, and the product supply is not smooth; because some franchisees promise that the products can be replaced, resulting in over-replacement of defective products; and modern communication technology is coming to them. It is said to be a double-edged sword, which not only allows them to better interact with the franchisees, but also provides convenience for franchisees to quickly learn the rules of the industry and find low-cost sources.
In the big reshuffle, they must first recognize their own advantages. Compared with the processing base, they are difficult to obtain absolute advantages in raw materials. However, the processing manufacturers are bigger, but they lack the corresponding contacts. Therefore, they must actively seek cooperation. Key points, not simple buying and selling relationships.
Second, learning to use extra-currency capital, extra-curricular capital will not add to the snow, the main point of their investment is to see the cash flow of the enterprise, the goods are no longer meaningful to them, because they do not understand the goods, only to see the actual.
Third, there is quality expansion, purposeful contraction, the store opened 2,000, the family from you to get the goods, is the real effective 2000, if opened 2,000, but 1800 are not controlled, only change It is a very painful thing to think of you, after all, the jade business is different from the gold merchant.
Fourth, multi-brand strategy, brand improvement difficulties, it is better to create a high-end brand; just as Toyota Motor goes to the high end, launch Lexus.
Fifth, now the franchisees are also changing. They choose to join and no longer do another brand. On the one hand, because of their own strength, on the other hand, they need expert + nanny-style services. Therefore, the brand franchisee service system needs to be upgraded according to customers. And change.
Only by changing the environment, changing yourself, adapting to the environment, and being half a step faster than the environment, can you call it the most powerful "iron chopsticks" and dig into your own treasure.
In shuffling, the most difficult thing to survive is the small jade dealer who produces and sells low-end products. Most of them will exit the game in this round of shuffling. Any industry has the "28 rules", 20% of the dominant population occupies 80% of the resources, sharing 80% of the wealth; 80% of the general and vulnerable groups share 20% of the resources, competing for 20% of the wealth. Therefore, this is the cruelest market to kill.
Suddenly cold, the market for ornaments that are difficult to pick up is extremely unique, and the picking of raw materials is not great, but the production cycle is too long, and the sales channels are single, especially large ornaments. At present, the Chinese collectors are still in the era of heavy materials, and the general public still stays in the concept of jewelry. The general strength of the jadeite merchants is not strong. Once the goods are backlogged, the money for the raw materials is difficult to come out. Therefore, most of them are processed for others, but in this way, they are more vulnerable to the market's ability to cope. Many people are difficult to survive when the market is cold, and thus change careers. Even if the annual work awards are in full swing, it is still difficult to change their destiny. This part of the jadeite merchants can only survive if they are mastered in art or outstanding in their skills. What awards are not the most important, and the most important thing is to be recognized by the market.
Middle and low-end jade manufacturers must learn to move, but when the strength is not strong, avoid entering the unfamiliar market. Guangdong, which has the advantage of jade processing, has always only done business in the industry. However, the industry is cold, and many shoppers and customers of jade manufacturers are precarious, so it is no good idea to wait for customers to come to the door. Acting, running the exhibition to find new opportunities has become their consensus, but because of the lack of strength, less awareness of innovation, and a heavier sense of follow-up, they are almost always following a swarm of bees, often some have become a martyrs in the front, Walking behind, did not make money.
How can we open up new channels?
First of all, don't enter the market where the jade has not yet emerged. It seems to be a blank blue ocean. There are many opportunities, but it requires a lot of publicity and basic popularization. This is not something a small business can do.
Second, do not enter the very mature market to seize opportunities, such a market choice is large, customers are extremely picky about the goods from raw materials to engraving.
Third, choose the second and third-tier cities where the jade began to heat up, and cooperate with the terminal dealers who are familiar with themselves. Because this season, the terminal dealers do not want to buy more goods, but they want to sell more goods. They provide channels and manufacturers provide goods to be the best of both worlds. .
Fourth, don't learn to be a brand, small companies have limited funds to spread, and good steel should be used in the cutting edge. At this time, it is the key to survival. It is more important to have a single channel than a brand.
Fifth, we must use the e-commerce platform skillfully. Although e-commerce has gone through the era of rapid development, the turnover of “Double 11†Taobao’s more than 90 billion yuan cannot be ignored; now the e-commerce platform is not limited to one Taobao shop. There are also a variety of free promotional channels: WeChat, Weibo, Post Bar, Forum.
As a small business, we can never have as many advantageous resources as a big business, but because we are small and flexible, we can better grasp the gap profits in the market and make our own advantages easier.
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