Is it a problem if the jewelry industry can be covered by the Internet?

The Internet is now more and more inseparable from our life, and the jewelry industry is also more and more people involved. So, can the Internet cover the jewelry industry? This is really a problem.

Many people look at jewelers quite envious. Labels for jewelers: high-end, atmospheric, top grade, with connotations. A synonym for the upper class who lived off. There is a great distance from the civilian population. But how many people know the guilty people's heart. There are more than 200 billion cakes in the national jewelry market every year. But compared with more than 100 billion cakes in a taxi market rumored by the Internet some time ago, the market for jewelry can only be counted as bread crumbs. There are countless large and small jewelers under the breadcrumbs. There is a brand with a large chain of thousands of branches, there are jewelry cities from raw materials to finished products, independent designer studios, jewellery clubs with business models, e-commerce and so on. Jewelers in business mode.

With so many different business models, all kinds of cattle planning and packaging, all kinds of overwhelming advertising. As a single jeweler, you can have a wolf in front of you, a tiger leopard in front of you, and a "friend" in the environment where you have a big eye waiting for danger. The bread crumbs that can fill the stomach are enough.

The brand on the tall, the famous reputation these factors are unaffordable as little jewelers. But fortunately on my products, do not lose to the first-line brand. The price is worthy of its quality. In one sentence, the price is very high. The brand size of Gaoda is very large, so big that there is no time to pay attention to what styles, what crafts, what quality, how the service, attitude, and how to sell after the product. Thousands of chain stores, tens of thousands of people are enough to make them busy. And I am a shop, a dozen people, every day, idle, nothing to help customers draw pictures, design, supervise the quality of the process. Therefore, according to my personal observation, the bigger the brand, the less the product pays attention to quality. (The quality I mentioned here is not to say that there are quality problems, but to say that there is no way to satisfy the various needs of customers.) Just like the big net, there are many fish caught, and the overall income of the brand is also a lot. But this is just to meet the basic food and clothing problems of consumers. According to the physiological needs, security needs, social needs, respectful needs and self-fulfilling needs of Maslow's demand theory, the physiological needs are only the lowest level of the pyramid. So they do mostly standard products.

Standardization and "customization"

The advantage of “standardization” is to bring greater benefits to jewelers by standardizing production, reducing costs and reducing consumption. A style of thousands of pieces, jewelers save effort, do not need a lot of design boutique, do not need to paint complex styles, do not over-innovation. At present, the customized products, because the production process does not have a template, is completely new design, a new template, resulting in a long production cycle, low factory production efficiency, and ultimately increased product costs.

Standardized production is also conducive to e-commerce. Product standardization, popular style, more accurate size, is conducive to jewelers' low-cost operation; standardization of production process can avoid common quality defects such as design and process; packaging standardization is conducive to transportation, reduce damage during transportation, and avoid product transportation Problems caused by natural factors such as bumps.

For jewelers, product standardization, versatility and interchangeability will increase; for the industry, standardization is more versatile and portable, which reduces the communication between the industry and the threshold for user participation. It is more conducive to the promotion of products and the development of the industry. For example, the previous mobile phone charger has a brand, so it is very likely that people who are not popular phones will not be able to borrow the charger. However, now that the standard interface is unified, our popular mobile phones can borrow chargers from each other. Once the standardization of the industry is established, both product design, inventory and quality, and process control are efficient and cost effective. In other words, the standardization attitude is "Where to eat, not to eat, to eat enough, to control his special features!"

Standardized products for consumers, the bigger shortcoming is that the products are the same, no personality and innovation, can not meet the different needs of the broad masses of consumers; for enterprises, excessive standardization can not reflect the exclusive characteristics of their own products, without their own The outstanding advantages of the company can not meet the specific segment of customers and markets. This is the disadvantage of big brands and the advantage of small brands.

However, the advantage of customization is precisely to make up for these shortcomings of standardization.

First, the customized market comes from the differentiation of market demand. Age differences, cultural differences, geographical differences, etc. are all differences in market demand. For example, young people like personality and publicity, the elderly like to be calm and honest; for example, the south needs waterproof and moisture-proof, the north needs wind and snow... If it is standardized, it may not meet the various needs of consumers.

Second, customization will bring different experiences to consumers. For example, IKEA Home, which combines styling innovation, functional innovation and marketing techniques, designs different styles for different age groups, designs different functions for different consumer classes, and designs “home” for the same marketing method. Show the selling point... These will undoubtedly meet the needs of the market.

Third, customization is a legacy of history. Customization seems to have grown along with the development of jewelry history. It can be said that customization has been deeply rooted in the hearts of the people. We can hear it everywhere when we are decorating. What kind of home decoration design do you need to find someone to order? What kind of clothes do I need? Can be customized to find someone, what kind of jewelry I need to be able to find someone to customize... We can find that whenever there is a problem in life, the first thing that comes to mind is the private customization, we will not transform the overall structure for a small part. . Therefore, customization is a legacy of history, and consumers have accepted it to a large extent, and it seems to become indispensable.

Fourth, customization is also conducive to product development and innovation. Under the traditional marketing model, enterprise products are built behind closed doors, and products are manufactured according to simple market research. The design of finished products has great limitations and does not meet the diverse needs of consumers. In custom marketing, designers can fully understand the needs of customers through one-on-one face-to-face communication with customized customers, so as to develop products that are closer to the needs of consumers, and then to understand the needs of a certain consumer layer according to the needs of consumers. Special but this is a common demand at this level, and then develop more marketable products to expand the market.

The purpose of standardization is to reduce costs and reduce consumption by standardizing production, and bring greater benefits to enterprises; while customization can meet the individual needs of consumers and expand the market. In essence, these two trends are oriented to the needs of consumers. Standardized products will exist and occupy a lot of markets, but customized products will be the reality of the future.

Experiential economy

Nowadays, jewelry is more and more focused on the creation of an experiential shopping environment, allowing customers to experience multiple sensory experiences, a whole-hearted experience. The experiential economy is especially important for industries that are closed to jewellery and that pay special attention to the perception of offline experience. According to the degree of experience, it can be divided into the following three modes:

Primary experience mode

It mainly emphasizes the combination of formats, and does not require high architectural decoration features, such as shopping + dining + entertainment mode. The typical case is Wanda Plaza, which is very hot in the Mainland. It is basically a combination mode of shopping street (department) + restaurant cluster + cinema (Greek City). The property form does not have many features. The country is basically the same, but it Basically able to meet the needs of the general consumer's initial experience. In fact, Vientiane City and Hong Kong K11 Shopping Center are still not separated from this model (Vientiane City has mainly added facilities for large ice rinks, and the building quality is higher; K11 has only added a lot of art sculptures, and there is no creativity in building decoration).

2. Intermediate experience mode

On the basis of the primary experience mode, which only focuses on the combination of business forms, it has greatly increased the changes in the architectural decoration and the changes in the interior decoration, so that the combination of the combination and the property form has organically stimulated the enthusiasm of consumers. . Typical examples include Langham Place's Tongtian Ladder, Sky Coffee House, futuristic architectural decoration and sculpture, and an indoor roller coaster at the top of the West Kowloon Shopping Centre's atrium. When people walk into the shopping center, they can see it. The top-level roller coaster like a lightning bolt is stimulating for me, who is afraid to ride a roller coaster, and the water city of Nanjing in the mainland. The changes in these property forms are more stimulating to the senses of consumers and attract them more. Participate, thereby increasing the time of stay and achieving more consumption.

3. Advanced experience mode

It is mentioned above that not only the visual (hearing), touch, and taste are incorporated into it, but also the consumer feels a kind of cultural thing, usually with a thematic appearance, it can make people feel A pleasing, all-inclusive shopping behavior. For example, Disneyland has fully integrated the activities of eating, drinking, traveling, leisure, culture and shopping. In addition to making people enjoy the fun and food, Disneyland also brings you American cultural characteristics - "happy, free, dream"; Venetian hotels are also brought to eat, live, play, but also Your European classic culture - "exotic, luxurious, taste". In short, the advanced experience mode is the "soul" that touches people. It is not only pleasant but also unforgettable, so that you have the urge to come back.

The characteristics of experiential consumption focus on experience and focus on emotional consumption. The popularity brought by it is an important support for shopping consumption. Now selling goods can't be purely sold, you can never beat those professional packaging companies. But what others can't see, you can see; what others see, you can not only see, but also know; others know things, you not only know, but also play; others will play things, you will not only play And you can still play and play tricks; others are rushing to play, and you want to play tricks, you are already tired of playing. This way you can have fun!

Can the Internet subvert the jewellery industry?

Everyone always said that the Internet era subversives came from outside the industry. Xiaomi subverts the mobile phone industry; WeChat subverts the mobile communications industry and so on. I don't think so. As Booning's Cai Ming said, there is a class of subversives that are even more powerful: the industry has both resources and the ability to use the Internet to magnify the resources that have the resources to change. Many industries feel that I have nothing to do with the Internet, they do not affect me. For example, I am receiving government orders. Can these channels be pulled by Taobao WeChat? Impossible. I am a high-end club. It’s not expensive to eat here. It’s not a commercial feast. It’s a national departmental activity. I will send more people to Xiaohui on the Internet. When people pay the bill, I ask you to forward our WeChat. Can send fruit platter, this is not your own. Do you want a cat to want to grab my business? It’s too naive.

In the past, marketers used a lot of advertising to influence consumers, but now people don't watch TV, newspapers, magazine ads, just watch mobile phones and social networks. (Say, I have not watched TV for three or four years). People on social media are more willing to believe in a big V or their own friends, and the influence of traditional brands is rapidly weakening. You can recall your last online shopping experience: Maybe because the people you trust are good, you can place orders directly on the mobile phone, and the whole process doesn't even know the brand name.

The way the brand operates has also changed. Past brands are iconic, high-spirited, and deceptive; today's brands are friendly, interesting, and very rich in meaning.

In the past, operating a brand was a matter of a few people inside the company, and it gave a lot of expenses to the media and advertising companies. Today's brand is created by users and enterprises. The company has a strong team and produces content itself. I spread it through my fans.

The past corporate organizations were vertical and monopolized. The basic function of the organization is to guess what the user likes, and then based on this guess, to develop a set of strategies, and spend a lot of money to advance. Once the marketing plan is implemented, there is no turning back, because the printed materials can't be changed, the commercials can't be changed, and the scheduled media time and layout can't be changed. So, we call it the "rocket launch mode" of the industrial age: based on a guess, get everything ready, press a button, it's good to go to the West, and break down to hell.

Today's business organization is flat and open. The new innovative enterprise constantly makes the minimum sample and tests the user's response. Once it touches the doorway, it will quickly enlarge it. Once there is a problem, it will give up immediately. The so-called "early death and early life". Xiaomi claims that the only indicator is customer satisfaction. Xiaomi Company even has a huge loyalty group, which is directly involved in product research and development. From this point of view, traditional enterprises are not the opponents of Xiaomi at all.

Therefore, it is not an outsider who grabs your business, but a peer who has the same resources and is the first to transform.

The spoilers outside the industry drove a wave. Just like many people in the closed industry think, the layman can't use the WeChat, Taobao, and Tmall to subvert the whole pattern, because the accumulation of resources is greater than the energy of the new era in the jewelry field. Therefore, when peers who also have resources, have public relations, have product production lines, offline dealer channels, and storefront advantages begin to absorb these ideas, the crisis of most people will really come. Just like now, do you know who your competitors are? The former competitors are clear, stable and researchable. But now you may not know where your competitors are. A pregnant woman who is pregnant at home may like jewelry and have a look at her fashion mix during pregnancy. Countless young mothers add her fans. Easy to enter hundreds of thousands of years. I am not saying that buying jewelry on the Internet is the future trend. The value of jewellery is very high. Through a few pictures, a few words can let others take out tens of thousands and millions of millions to buy. This is a bit of a fantasy. The experience of luxury is crucial. This is not the Internet.

What the Internet brings to jewelry is its original feature - connectivity. It connects all the people who can access the Internet and spreads what I want it to spread. Your loyal users can say hello or bad on social networks by self-media. Thousands of users who say that you are good can add up to the power of CCTV and even the conversion rate. Therefore, 4A companies are no longer needed, and traditional media is no longer needed to spread the company to various places. Just like Wanda's Wang Gongzi bought a 200-piece computer desk, Tucao Jingdong Logistics was slow, and many people found it fun and forwarded hundreds of thousands of times. On the contrary, not many people think that Jingdong is not doing well. Jingdong lay down and made a large advertising fee.

As for what kind of subversion the Internet can bring to the jewelry industry? My answer is not to know. The future is dominated by physical jewellery, or is it dominated by various e-commerce micro-businesses, or is it dominated by physical stores with Internet thinking? This is why we are ready to eat and drink, waiting quietly for a blockbuster release.

Household Bedding

The decorative textile industry is generally known as home textiles, that is, home textiles, and the bedding industry is one of the sub-sectors of home textiles. Bedding is an important part of home textiles, according to the classification of China Home Textiles Association: including 1. Bedding, 2. Curtains, 3. Washing and kitchen textiles, 4. Furniture textiles (cushions, seat cushions), etc. In China, the bedding industry is also called bedding industry, or bedding industry, bedding industry and interior soft decoration industry. The concept of overall bedding is to integrate various bedding pieces for integrated design and sell them in combination.
Classification
1. Covers: including Quilt covers, bedspreads and sheets.
2. Pillow categories: initially can be divided into pillowcases, pillow cores, pillowcases are further divided into short pillowcases, long pillowcases, square pillowcases, etc., pillow cores are further divided into four-hole fiber pillows, square pillows, kapok pillows, magnetic pillows, latex pillows , chrysanthemum pillow, buckwheat pillow, cassia pillow, etc.
3. Bedding: seven-hole quilt, four-hole quilt, air-conditioning quilt, protective pad;

4. Kits: four-piece, five-piece, six-piece, seven-piece.

Bed Set,Bed Sheet,Duvet Cover,Bed Cover,Bed Sheet Set

Shaanxi Xiaoze Textile Co., Ltd. , https://www.xtsxxzth.com