Jewelry research report sample, let’s give you a detailed introduction below:

The jewelry research report can be divided into three parts to describe. First, the purpose and main content of the research can be described. The second can describe the research methods and plans, and the third can describe the results and gains of the research.

Jewelry Research Report Sample 1:

After just a few years, China’s jewelry market has jumped from accounting for only 1% of the world in the past few years to the forefront of the world, second only to 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 hot spot for Chinese people after housing and cars. Faced with fierce market competition, jewelry companies are paying more and more attention to marketing and constantly improving marketing management levels. Jewelry market research is an insurmountable starting point for jewelry companies to make business decisions and is the basis for jewelry companies to formulate marketing strategies.

Survey items: Golden Eagle International Shopping Center, Times Square Shopping Center, Macau International Shopping Center

Number of events: 3 Events Number of people: 3 people

Survey target: consumer group

Time: December 6, 2011 - December 9, 2011

Industry analysis;

1. Market status

The jewelry industry plays an important role in prospering the market and promoting the development of the national economy. Its development reflects the historical trajectory of people's lives from subsistence to moderate prosperity. The consumption of jewelry is officially the third largest consumption hotspot for Chinese people after housing and cars. According to authoritative statistics, in 2001, total domestic sales exceeded 80 billion yuan, and exports reached 2.53 billion US dollars. Among them, the annual sales of domestic gold jewelry increased from 0.7 tons 20 years ago to 207.5 tons. The consumption of gold in jewelry ranks fourth in the world; the sales volume of platinum jewelry accounts for the largest proportion in the global market. Jumped from 1% to 52%, reaching 1.3 million units: the global market share of diamond jewelry also increased from 0.5% to 1.8%. The total annual sales volume exceeds 1 million pieces. In addition, the annual sales volume of rubies, sapphires, jade, pearls, and mid- to low-end gemstone jewelry has reached about 20 billion yuan. It is estimated that by 2010, China's jewelry sales will exceed 180 billion yuan, accounting for more than 10% of the world's total sales.

Compared with other high-end consumer goods, the jewelry industry does have its own unique development space. With the rapid development of the domestic economy, the growth of per capita income and the improvement of living standards, jewelry has gradually transformed from luxury goods for a few dignitaries to consumer goods for ordinary people, and consumer psychology has gradually shifted from value preservation and ownership to the pursuit of brands and brands. Fashion and personality changes: Surveys show that more and more consumers are buying jewelry not just as gifts for others but for their own use. About 10 million couples get married every year in our country, and the total wedding consumption reaches 250 billion yuan. As long as 10% of it is used for jewelry consumption, the annual consumption will be more than 25 billion yuan.

From the perspective of market suppliers, the increasingly vigorous development of the mainland's jewelry industry has made many well-known brands in Hong Kong optimistic about the mainland's jewelry market, and many well-known foreign jewelers have also set their sights on China. Foreign brands have begun to seize the Chinese market. At present, it can be said that a large-scale jewelry retail market has been formed in the Yangzhou market.

2. Market Prospects

Mainland China, which used to be regarded as a pure jewelry processing and manufacturing place, is now regarded by the international jewelry industry as the potential largest consumer market. The huge market potential of nearly 20 billion US dollars in annual sales has caused the world's jewelry industry giants to "grab" the Chinese mainland market.

Since my country resumed its gold jewelry market in 1982, mainland gold and jewelry consumption has grown rapidly. According to incomplete statistics, my country's jewelry consumption exceeded 60 billion yuan in 2001, and gold consumption has remained stable at around 200 tons for several consecutive years.

A forecast from Germany's Messe Munich shows that China is expected to become the world's most competitive jewelry processing and consumption center and one of the world's jewelry trade centers by 2010. Annual sales will exceed US$18 billion. De Beers, the world's largest diamond dealer, began business contacts with mainland China as early as the 1950s.

In 1984 and 1988, De Beers signed contracts with Shandong Province and Liaoning Province to explore diamond mine sources. Through its sales and marketing agencies, De Beers was deeply involved in China's emerging polishing processing industry and the rapidly growing jewelry industry. manufacturing.

Since the 1990s, De Beers has increased its investment in consumer marketing in China. The “Diamond Promotion Services” and “Diamond Information Centers” located in Beijing, Shanghai and Guangzhou have organized various industry Conferences, training seminars, competitions and other methods have greatly promoted the growth of China's diamond jewelry consumer market. Hong Kong's well-known jewelry brand Chow Tai Fook has chosen to develop the mainland market through a franchised brand chain. As of July 2002, Chow Tai Fook has opened more than 70 stores in major and medium-sized cities in mainland China, and the number of business outlets will continue to increase in the next few years.

As the third largest gold demand market in the world, China is attracting the attention of the world. The World Gold Council, the world's largest gold promotion organization, has made China the "top priority" of its 2003 global promotion plan. In May 2003, the People's Bank of China stopped executing 26 administrative approval projects including the production, processing, wholesale and retail business of gold products. This marked the realization of a comprehensive opening of the market for gold, silver and other precious metals and their products from the management system. In terms of tax adjustments, there are a series of corresponding tax policy adjustments for imported diamonds, diamond consumption tax, and imported gold and platinum. These are not only the fulfillment of the commitments of the WTO and the Shanghai APEC meeting, but also the participation of my country's jewelry enterprises in international competition. .An important guarantee for improving competitiveness. At present, the Shanghai Diamond Office, Shanghai Diamond Exchange, China Gem and Jade Association, and the Jewelry and Jade Jewelry Management Center of the Ministry of Land and Resources have done a lot of work on tax adjustments related to diamond import and export. We hope to pass reasonable adjustments to diamond tax policies. Straighten out the links in the diamond industry and promote the development of the domestic diamond processing industry.

3. Yangzhou jewelry market survey and analysis

The price discounts for jewelry cabinets such as Jinzhizun, Zhaoliang, TSL, and Pierre Cardin in Times Square Shopping Center are generally controlled

About 12% off, there is no mutual bidding or deep discounting, the more competition is your own unique style design and good service. For example, at a certain counter, after I pretended to take a fancy to a diamond ring and realized that I had a strong desire to buy it, the price was still around 4,500 yuan after a 12% discount. The salesperson could only talk about sending some gifts from the company, but the price would basically not change. After that, when she applied over the phone, the price could only be reduced to 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 counter area is 5 sections, and most of the products sold are medium and low-end jewelry, such as crystal pendants and other colored gemstone series. There are also a large number of A few more diamond jewelry. Such space is fully utilized, which shows that the sales performance of its mall is considerable.

Golden Eagle International Shopping Plaza has Chow Tai Fook, Golden Supreme, Dai Mengde, Chow Sang Sang, Luk Fook, etc. The alternative may be "Duocui", a jewelry brand that mainly sells jadeite. While resting near the Golden Eagle, I saw a transaction of psychic jade diamond jewelry (the specific goods are unknown). The customers were two middle-aged ladies. It didn’t take much time from selection to purchase. They have strong spending power and purchased jewelry. The product is relatively calm. The jewelry brands stationed in Golden Eagle, from product store design to product display, do not fully reflect the differences from their brands in other regions or mid- to low-end shopping malls, reflecting the current popularization of jewelry brand consumption.

In addition, in several jewelry stores or counters in Wanjiafu International Shopping Center, in addition to Luk Fook, Chow Sang Sang, Chow Tai Fook, and other stores, several diamond jewelry stores such as Sanxin and Junan are offering 30-50% off. Low discounts, the color and clarity of the diamonds are very low, generally below J, SI or SI, the diamond weight is generally below 10 or 11 points, and the certificate issued for the diamond does not have certain authority sex. For example, when the salesperson at Sanxin recommended to me a low-grade diamond ring sold at a 30% discount, he did not mention the criteria for judging the quality of diamonds. Stores such as Chow Sang Sang, Chow Tai Fook, and TSL are all working hard to build their own brands and do not compete with other small brands. This ensures the relative stability of the jewelry market from another aspect. Among them, the three-piece set of K gold set with heart-shaped diamonds launched by Chow Tai Fook is quite unique. The shape of the heart is made of a combination of three round diamonds.

Survey and Analysis of Customer Psychology in Yangzhou Jewelry Consumer Market

Jewellery consumers make purchase decisions mainly affected by cultural, social, personal psychology and other factors. Culture is the most fundamental determinant of human desires and behavior. People gradually form their own values, interests, and behaviors as they grow up. As jewelry consumers, we are all influenced by Chinese history and culture. Factors such as the social group, family, and social role a person belongs to have a direct or indirect impact on his or her views and behaviors. Therefore, it also has an important impact on their purchasing behavior. In particular, personal characteristics such as age, occupation, financial status, lifestyle, and personality are important factors in deciding to purchase.

In the past two years, platinum jewelry has become more and more popular among consumers for its elegance and elegance, especially among female consumers. Currently, more than 50% of jewelry on the market is made of platinum. The survey shows that 60% of consumers like platinum jewelry; another 50% of consumers like diamond jewelry; while gold jewelry has become saturated, and its market share has declined compared with previous years, but among men’s jewelry, gold jewelry is still the most popular. has a considerable market share. In addition, jade jewelry is mainly bracelets and necklaces, which have a certain market share. Individuals' love for jade has also greatly increased.

Jewelry is a valuable consumer product, and consumers' purchasing behavior is also quite rational. The survey shows that 61% 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 stores before making a purchase decision. At the same time, the survey shows that 43% of consumers have insufficient confidence in jewelry consumption, which is mainly reflected in: consumers have insufficient confidence in merchants, that is, whether merchants are honest; insufficient confidence in jewelry products, that is, whether jewelry products are genuine; and confidence in their own purchasing behavior. Inadequacy, that is, the psychological maturity of one's own consumption behavior is not enough. Therefore, merchants should be understanding to those customers who are just looking at or trying something at the counter carefully and not buying immediately. In today's world of jewelry brands, advertising is becoming more and more important for brand promotion. 32% of consumers mainly learn about jewelry brands, types, and styles through advertisements; 28% of consumers learn about jewelry brands through relatives and friends’ introductions to the brands they have already consumed, and 12% of consumers only purchase products they have seen in advertisements. ; 26% of consumers only buy brand-name products. Even so, 50% of consumers still make a purchase decision before going to the store to experience it in person. It can be seen that the current jewelry consumption has reached the era of brand consumption. Those unknown products or products of poor quality will gradually be eliminated by the market.

Wedding consumption has always been the most important market share of jewelry. 53.5% of consumers purchase jewelry when they get married; 16.2% of consumers purchase jewelry on wedding anniversaries; and 23.2% of consumers purchase jewelry on Valentine’s Day. However, with the continuous improvement of living standards, May Day, National Day, Women’s Day, Mother’s Day and birthdays of relatives and friends have also become important consumption opportunities. Jewelry is not only a token of love, but also a messenger that enhances feelings and friendship.

Summary and conclusion

Jewellery company marketing not only requires jewelry companies to develop marketable products, set appropriate sales prices, and provide them to consumers through appropriate sales channels, but also requires them to Various ways allow consumers to understand the company and its products in a timely manner, thereby generating purchasing motivation and purchasing behavior for the company's products, so that the company's products can sell well in the market. This is what we are going to talk about in this section: Jewelry Promotion Strategy . Jewelry promotion strategy is one of the important components of jewelry marketing strategy. Jewelry companies should formulate promotion strategies suitable for the company based on the company's product characteristics, the marketing environment of the target market, the company's internal conditions, market status and promotional purposes.

At the same time, with the diversification of jewelry consumption, the jewelry market has been continuously segmented. The varieties are greatly enriched and the inherent quality has also been improved. Gold, platinum, diamond jewelry and various colored gemstones, jade, and silver jewelry are leading the way. In particular, gold, platinum, and diamond jewelry have huge development potential. my country's diamond jewelry consumption is growing at an annual rate of 15%. According to a survey conducted by relevant agencies in Beijing, Shanghai and Guangzhou, the average diamond jewelry consumption per newlywed couple is 5,820 yuan. As the income of residents in my country increases, the purchasing power of diamond jewelry will continue to grow.

my country is an emerging market and a developing market. We have reason to predict that by 2010, my country's jewelry is expected to achieve annual sales of 180 billion yuan and exports of 7 billion US dollars. Our country has a huge market and huge market development potential, rich gemstone resources and a unique jewelry culture. As an emerging sunrise industry, our country's jewelry industry will occupy an increasing share in the development of the national economy. We believe that with the support of the government, industry self-discipline and orderly management and competition in the industry. We believe that with the joint efforts of the government, associations, and enterprises, a fair, just, honest, and trustworthy market environment will surely further develop. be perfected. In the near future, our country will definitely become one of the important distribution centers for jewelry processing and trade in the world.

Jewelry research report sample 2:

(1) Summary 0

(2) Survey purpose 1

(3) Research method : 2

(4) Market research 2

1) Top ten jewelry brands 2

2) Capacity and development potential of the jewelry market. 3

3) Competition characteristics and main means of competition in the jewelry market. 3

4) Consumption status of consumers from all walks of life. 4

(5) Jewelry Consumption Questionnaire 4

(6) Survey Results and Suggestions 7

(1) Summary

In recent years, China has become one of the few countries in the world where the annual consumption of jewelry exceeds 10 billion US dollars. Mainland China has a huge consumer base. The total annual trade volume of jewelry in the world's four major fashion capitals and cities such as Tokyo and Hong Kong is nearly US$100 billion. However, the per capita share of Chinese women's jewelry is less than 5%, which shows that the market potential is huge.

Jewelry is one of the first industries to open up to the international market. In the past few years, China's import tariffs on finished jewelry have been as high as 50%. High import tariffs and consumption taxes on gold jewelry and gemstone products have restricted the sales of jewelry. With the further opening of the Chinese market, these barriers are gradually being lifted, and the signal for policy adjustment in China’s jewelry industry is getting stronger. The State Planning Commission announced that China's gold will cancel central bank pricing and implement market-regulated prices, etc., and has gradually dismantled the institutional barriers of "unified purchasing and marketing" under the planned economy. The establishment of the gold exchange marks another substantial step towards the international gold market. The opening of the Shanghai Gold Exchange marked a significant milestone in the construction of a standardized gold market in China. China has made major adjustments to its diamond import and export management and taxation policies, which will surely push the Chinese diamond industry onto a virtuous cycle of development.

In order to better sell jewelry, increase the market share of jewelry, evaluate the marketing environment, and formulate corresponding marketing strategies, we must conduct market research in advance.

(2) Purpose of Survey

Through this survey, understand the following main contents to achieve the following purposes:

1. By understanding the degree of demand for jewelry in consumers' minds, we can comprehensively understand the visibility, penetration rate, reputation and loyalty of corporate brands among consumers.

2. Through surveys, understand the largest consumer groups of jewelry.

3. Through investigation, master the conventional publicity and promotion methods of each jewelry, and fully understand the sales status, price, advertising, promotion and other marketing strategies of jewelry among consumers.

4. Through surveys, we can understand consumers’ attitudes towards jewelry publicity activities and promotions, collect statistical data, and predict the jewelry market capacity and potential.

(3) Research methods:

1. Visits and surveys in large jewelry shopping malls;

2. Individual interviews and surveys with some jewelry sales staff;< /p>

3. Conduct individual interviews and research with some jewelry consumers;

4. Search for information on the Internet to supplement.

(4) Market Research 1) Top Ten Jewelry Brands

1 Luk Fook (Top Ten Jewelry Brands, Hong Kong Famous Brands, Hong Kong Listed Companies, Industry Famous Brands, Luk Fook Group (International) Co., Ltd. Company)

2 Chow Tai Fook (founded in 1929, China’s well-known trademark, top ten jewelry brands, favorite jewelry brand, Chow Tai Fook Jewelry and Gold Co., Ltd.)

3 Chow Sang Sang (founded in 1938 Year, Hong Kong's top ten famous jewelry brands, Chow Sang Sang Group International Co., Ltd.) 4 Chow Tai Sang (in Hong Kong in 1966, China's well-known trademarks, Chinese famous brands, top ten jewelry brands, Chow Tai Sang Jewelry Co., Ltd.)

5 gold Zhizun (China's well-known trademark, top ten jewelry brands, Hong Kong famous brands, industry famous brands, Jinzhizun Industrial Development (Shenzhen) Co., Ltd.)

6 Dai Mengde (China's well-known trademark, China's famous brands, top ten jewelry brands, Shanghai Dai Meng De Diamond Co., Ltd.) 7 Xie Ruilin (founded in 1971, a famous Hong Kong brand, the company was founded in 1971, Xie Ruilin Jewelry Co., Ltd.)

8 Lao Fengxiang (founded in 1848, China's famous trademark, China's famous brand, ten Big jewelry brand, Shanghai Laofengxiang Co., Ltd.)

9 Jin Dafu (Chinese famous brand, Guangdong Province famous brand, Chinese well-known trademark, Shenzhen Jin Dafu Jewelry Co., Ltd.) 10 Cartier (founded in Paris, France in 1847, world-renowned Brand, top ten jewelry brands, French Cartier Company)

2) The capacity and development potential of the jewelry market.

my country is one of the most important and active jewelry consumer 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 my country's jewelry industry has developed at an annual growth rate of more than 15%, and the annual export growth rate has exceeded 20%. By 2010, my country's jewelry market sales reached 180 billion yuan, accounting for more than 10% of the global market. China will replace Europe and the United States and become the world's most important luxury goods consumer market after Japan. The potential of China's jewelry consumer market has also attracted the attention of more and more businesses.

my country has reduced the value-added tax on diamond imports from 17% to 4%, which has made many jewelers happy. Not only diamond jewelry, gold, platinum, palladium and silver jewelry also performed well in the consumer market last year, and jadeite was even more popular. Jewelry has become the third largest consumer hotspot after real estate and cars.

3) Competition characteristics and main means of competition in the jewelry market.

From the perspective of the entire marketing process, customers are an important factor for jewelry brands to maintain their competitiveness and survival. More and more jewelry companies feel strongly that customer resources are crucial resources in the increasingly fierce market competition in the jewelry industry. Whoever has customers owns the market. Now the essence of competition among jewelry brands has evolved into a battle for customers that determines the survival of jewelry companies. For many domestic jewelry companies, the massive loss of customers and the lack of potential customer discovery are one of the most serious problems they currently face.

The agents or franchisees of some jewelry brands today hold annual receptions, allowing the agents or franchisees to further understand the brand's achievements in market profitability, corporate development, advertising, new model promotion, etc. in the past year. , thereby enhancing the confidence and loyalty of agents and franchisees in the brand. It can also promote brand strength, profit guarantee, new model promotion, etc. through cocktail parties, and attract new agents or franchisees through cocktail parties or media publicity.

4) Consumption status of consumers from all walks of life.

The consumer levels of jewelry are: 9.7% under 22 years old, 14.1% between 22-28 years old, and consumers between 29-40 years old are the main consumer group of jewelry products. At the same time, 58.1% of the respondents did not answer the question. This shows that the level of product development in the jewelry industry, such as personality, style, age, level, craftsmanship, price, etc., cannot meet consumer needs. The tasks of product development, industry technological transformation, and craftsmanship improvement are still arduous. Regarding product price, the survey shows that jewelry products priced between 2,001 and 4,000 yuan are the mainstream products consumed. This shows that consumers at different consumption levels have demand for jewelry. Jewelry has gradually transitioned from a luxury product for collection and preservation of value to a consumer product in popular demand. In terms of sales methods, 57.7% of the respondents choose shopping mall counters, 49.8% choose specialty stores, 28.6% choose direct sales, and 4% choose online sales.

The traditional function of “preserving value” of jewelry has taken a back seat, 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 terms of consumption motivation, women tend to consume impromptu, while men mainly consume to please others and give gifts. In terms of price, respondents tend to consume at low prices. The median amount spent on jewelry is 2,000 yuan, and the median amount spent on necklaces, rings, bracelets and bracelets ranges from 600 to 1,200 yuan.

(5) Jewelry Consumption Questionnaire

This questionnaire is designed to understand the current situation of jewelry consumption so that we can produce jewelry that satisfies you. 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: Your age group

1. Under 18 () 2. 18-30 ()

3. 30-60 ()4. More than 60 ()

Question 3: Your monthly income

1. Below 1,000 () 2. 1,000-3,000 ()

3. 3000-6000()4. 6000-10000()

5. More than 10000()6. No income

Question 4: Are you interested in jewelry

1. is()2. No ()

Question 5: Have you purchased jewelry

1. No()2. Rarely()3. Often ()

Question 6: Through which channel did you learn about jewelry

1. Friend introduction ()2. Books, magazines ()

3. TV commercial()4. Online advertising ()

5. Others ()

Question 7: Where do you usually choose to buy jewelry

1. Store()2. Big shopping mall ()

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. Jade()4. Diamond()

5. Colored gemstones()6. Crystal()

7. Platinum()8. Pearl()

9. Others

Question 9: Under what circumstances would you buy jewelry

1. Marry()2. holiday()

3. give()4. Appreciation()

5. Wear it normally ()6. Meet someone you like ()

7. Collection()8. Others ()

Question 10: When purchasing jewelry, which of the following factors do you consider first?

1. style()2. Brand()

3. price()4. Material()

5. quality()6. Services ()

(6) Survey results and suggestions

The results of this survey show that 56% of jewelry companies’ main products are diamonds, 35% are gold jewelry, and 34.5% are Jade, 26.6% is red and sapphire, and the proportions of pearls, silver jewelry, imitation jewelry and other products as the company's main products are 19.5%, 18.4%, 1.4% and 3.85% respectively, which shows that product diversification is still the current status of the jewelry market . Diamond jewelry is still the leading product in the jewelry market, and its position as the flagship product in the market cannot be shaken. The consumption of red and sapphire has declined, but the market share cannot be underestimated. Pearl products have certain consumer demand, but they need guidance from the market. Specifically, 11-30-cent diamond jewelry has the most purchasing power in the market, and among gold jewelry, gold jewelry weighing 3-10 grams is the most popular among consumers. Shopping mall counters are an important way to sell jewelry at present; specialty stores are the inevitable way to sell jewelry in the future; direct sales are a method that cannot be ignored for jewelry now and in the future.

The results of this survey also show that most people buy jewelry to satisfy their appearance and image, and to wear it for decoration, so as to better show their beauty.

This purpose of people urges jewelry designers to have this item and have a general design direction to meet the purpose of consumers, fill the gaps in the jewelry market, and also promote recycling and mutual benefit for the jewelry industry. In terms of design, designers should ask the public for answers about what precious metals they like. Through this survey, it was found that platinum jewelry is more attractive to them among the precious metals that the public likes. Designers should prefer this type of jewelry. Not only collectors of designer platinum should also take action to improve their collection capabilities, so as to earn more jewelry collection market and win higher profits in this market. The purpose of opening a business is for profits and commissions, and those who open a jewelry store are no exception. But what kind of jewelry price can you set to make a profit and make consumers accept it? This is not a small issue, it is related to both. boundaries regarding money. In terms of pricing, the price must be set in the middle that is most acceptable to consumers and does not reduce one's own profit level. In this survey, the price of jewelry that is most acceptable to consumers is 1,000 to 2,000 yuan. This price is more in line with the general response of the public. Merchants should use this as a basis to set the price of their own jewelry to ensure that own and public interests.

The above is what the editor shared today, I hope it can help everyone.