The top ten jewelry brands in the world are all produced in European countries, and none of China has been shortlisted. Just like China's traditional love for jade, princely and aristocratic countries with long imperial histories such as England and France have a long history of worshiping jewelry. Compared with other countries in the world, the diamond brands in European countries...

The top ten jewelry brands in the world are all produced in European countries, and none of China has been shortlisted. Just like China's traditional love for jade, princely and aristocratic countries with long imperial histories such as England and France have a long history of worshiping jewelry. Compared with other countries in the world, diamond brands in European countries are more mature in terms of style, texture, workmanship, and operation and promotion models, and their brand coverage is also broader. We often see jewelry embedded in it at high fashion shows and luxury car shows.

Jewelry belongs to the category of luxury goods. For a country, there is room for development only after the country is peaceful, the people are safe, and the economy is prosperous. After the founding of the People's Republic of China, the jewelry industry gradually sprouted. In the 1990s, people began to collect gold and silver jewelry as reserves and to show wealth. Some speculators noticed this phenomenon and began to explore the jewelry market because gold is an internationally certified hard currency. At that time, the market was just the prototype of individual trading. After 1995, the country truly liberalized personal transactions in gold, and these luxury goods began to be sold to the public.

But the sales method at this time must be authorized by Bank of China. This slows down the pace of market formation. However, one of the unstoppable reasons for the formation of a large-scale trading market is demand, and the other is that operators can get real profits. In the following ten years, China's jewelry market entered a period of rapid development. Shenzhen is in a favorable position as a coastal city adjacent to Hong Kong, and has been favored by the penetration of Western culture and the reform and opening up policy. From 1998 to 2003, the number of jewelry processing factories in Shenzhen has rapidly grown from the original 10 to 680, and today there are more than 2,100 .

In the early stage, the jewelry market was mainly dominated by domestic jewelry brands, including Hong Kong brands, mainland own brands, and regional brands.

Chow Tai Fook was the first Hong Kong brand to enter the domestic market. In 2000, it set a mainland investment plan and planned to open 600 stores nationwide in 2008. Chow Tai Fook was also the first jewelry company to propose the "fixed price" concept and create a jewelry brand concept. There is no doubt that Chow Tai Fook has achieved great success.

Followed by Xie Ruilin and Zhou Shengsheng. They all adopt the store-in-store promotion model. On the one hand, it can quickly expand sales channels, on the other hand, it can also quickly carry out brand promotion and create greater awareness.

Shanghai City God's Temple, Datong Silver Star, Shandong Qilu, and Beijing Caibai have all achieved regional success with their unique jewelry mall models. Equally successful regional brands include Zhejiang Wanlong and Jiangsu Tongling. Due to the development of psychic advantages, it has been acquired by "European Star", the world's third largest loose diamond sales organization. After a long-term investigation of the Chinese market, they concluded that the sales of diamonds with 10-15 points in China were quite good in the past, and even the total sales accounted for a large proportion of the global sales of diamonds with similar scores, indicating the purchasing power and purchasing power of Chinese consumers. Desire for diamonds. They plan to bring large diamonds into China. This is also the direction of China’s diamond development in the future.

After more than ten years of development, China's jewelry market has reached a platform after rapid growth and fierce competition, and it is necessary to find another way out. Sellers and producers are also adjusting themselves to the changing market. From the perspective of consumer psychology, in the past they wanted to own a diamond, then they wanted to own a certain brand of diamonds, and then they just wanted to be a consumer of a certain brand. It can be seen that in the future, the meaning of a brand will go far beyond the product itself, focusing on conveying the brand spirit. In-depth brand marketing will be the key for enterprises to establish themselves in this industry. The second round of development is coming, which will definitely be a period of rapid development, depending on brand operation and financial strength. Well-known foreign brands acquire domestic brands, big brands annex small brands, and take unique and creative marketing paths.

Of course we choose the third way.