Jewelry survey report sample 1:
1. Development of China’s jewelry industry
With the rapid growth of the economy, China’s jewelry sales have increased year by year in recent years. With an average growth rate of 15.8%, in just a few years, it has jumped from accounting for only 1% of the global market in 2000 to the forefront of the world, second only to the United States, and has become one of the few countries in the world with an annual consumption of jewelry exceeding US$10 billion. one of the countries. In 2006, gold production and sales ranked third in the world, diamond consumption ranked among the top five in the world, and platinum and palladium consumption ranked first in the world. By 2010, China's annual jewelry sales will reach 270 billion yuan, and exports will exceed 16 billion US dollars. It is expected to become the most competitive jewelry processing and consumption center in the world, and will also become one of the global jewelry trade centers.
2. Current situation of China’s jewelry industry
In 2006, China’s total retail sales of gold jewelry reached 160 billion yuan (US$21 billion), which is comparable to that of the United States, which ranks first. There is still a big gap. According to preliminary data just released by the U.S. Department of Commerce, driven by rising retail prices, U.S. jewelry sales rose strongly by US$7 to 63 billion in 2006, higher than the US$58.9 billion in 2005. Gold consumption is about 300 tons, platinum consumption is about 35 tons, palladium consumption is about 24 tons, and diamond consumption is about US$1.3 billion. The varieties of jewelry include gold, platinum, palladium, silver, diamonds, jade, colored gemstones and semi-precious stones, pearls and other jewelry. The top three retail varieties are: gold, platinum, and diamond inlays. Among them, gold jewelry consumption has become the world's third largest gold demand market after India and the United States. Platinum jewelry consumption has ranked first in the world for five consecutive years since 2002, making it the world's largest consumer of platinum jewelry. Palladium jewelry consumption has ranked first in the world since 2003.
GFMS Executive Chairman Philip once said that China currently accounts for 44% of the world’s platinum jewelry consumption, and nearly 70% of the palladium jewelry industry’s consumption comes from China. China's platinum and palladium consumption has a huge impact on global supply, demand and prices.
Although China’s jewelry industry started late, the market has broad room for development. After China officially became a member of the WTO, the emerging industry of gold and jewelry is rapidly integrating with international standards. Against the background of consumption upgrading, my country's luxury retail industry, represented by gold jewelry, has entered a high-growth channel since 2003. The value of luxury retailers with brand advantages and sales network advantages is increasingly apparent. Since the reform and opening up, China has developed for more than 20 years, its comprehensive national strength has been continuously enhanced, and its economy has grown rapidly and steadily. According to figures from the National Bureau of Statistics, China's per capita GDP has reached US$1,800, and the per capita GDP in Shanghai and Beijing has exceeded US$5,000. Internationally, there is an average of one gold shop for every 7,000 consumers. In Hong Kong, it is even higher, with an average of one gold shop for every 6,500 consumers. However, there are currently only more than 8,000 gold shops in the mainland. Even though Only based on the 200 million consumers in developed areas, there is only one gold shop for every 25,000 people. The annual per capita jewelry ownership in my country is 0.15 pieces/person, which is far lower than the levels of 3 pieces/person in the United States, 2.5 pieces/person in Italy, and 2 pieces/person in Japan. At present, only 55% of residents in big cities own jewelry, the proportion in small and medium-sized cities is only 23, and the number in rural areas in the east is even less, reaching only 17. With the development of economy, China's gold and silver jewelry industry has huge room for development. In addition, according to the prediction of China's population peak, 2009 or 2010 will produce the highest peak number of weddings in China.
3. Jewelry Market Demand
my country’s jewelry industry has developed rapidly in recent years, with annual sales increasing from 200 million yuan in the early 1980s to 160 billion yuan in 2006. . my country's gold jewelry industry has developed from a single production of pure gold jewelry to a multi-grade, multi-variety industry with coordinated development of production and sales.
my country's gold and jewelry industry has grown from 20,000 people in the early 1980s to about 3 million currently. There are more than 5,000 production companies, of which nearly 500 companies have annual production and sales of over 100 million yuan or close to 100 million yuan. Its market demand is divided into the following categories:
1. China's women's jewelry market
According to a survey of China's women's jewelry market by mainland authorities, women occupy the largest share of the jewelry consumer market. Currently, the per capita share of female accessories in my country is less than 5, while Japan is 68.2, Singapore is 48, South Korea is 68, Malaysia is 47, and Thailand is 68. With the continuous development of the mainland's economy and the rapid growth of national income, women's demand for jewelry is increasing day by day. Experts predict that by 2005, the share of women's jewelry in China will increase from the current 5 to more than 55. There is strong demand, huge potential, and great development value. It can be seen that my country's gold jewelry market still has 10 times of room for growth.
2. China’s wedding market
In the future, the consumption growth of China’s gold and jewelry market will be mainly driven by the three needs of weddings, diamond jewelry consumption and the consumption of overseas tourists to China. . Nearly 10 million couples get married every year across the country, and the consumption generated by marriage is as high as 250 billion yuan. Even if 5 is used to buy jewelry, the total amount is still considerable. 2006-2007 is the wedding year. After 2005, wedding gold and jewelry consumption will explode in 2007. In particular, people born in the mid-to-late 1980s with a birth rate as high as 21 will enter the marriage age from 2007 to 2012. The consumption of wedding gold and jewelry alone has promising prospects.
4. China’s Jewelry and Jade Jewelry Characteristics Industrial Bases
The industrial bases are mainly distributed in: Suzhou Xiangcheng, Jiangsu Donghai, Yunnan Ruili, Shandong Changle, Fuzhou Jin’an, and Henan Zhenping , Zhejiang Qingtian, Yunnan Tengchong, Liaoning Xiuyan, Guangdong Sihui, Guangzhou Panyu, Inner Mongolia Chifeng, Liaoning Fuxin, Shenzhen Luohu, Zhejiang Zhuji, Guangzhou Huadu. Among them, Shenzhen’s jewelry processing volume accounts for 70% of the country’s total.
5. The overall situation of Shenzhen’s gold and jewelry industry
Shenzhen’s jewelry industry started in the 1980s, from small workshops to professional operations, from OEM processing to self-created brands, from From "stragglers" to forming a "group army" to conquer the world, after nearly 30 years of development, it has become the largest jewelry manufacturing and trading center in China, as well as the international information center and procurement center for the national jewelry industry. It is one of the six traditional industries in Shenzhen. , and is moving towards the fashion industry. Gold consumption accounts for 90% of the Shanghai Gold Exchange's annual gold jewelry trading volume; diamond consumption accounts for 90% of the Shanghai Diamond Exchange's annual gold trading volume; platinum consumption accounts for 90% of the Shanghai Gold Exchange's jewelry gold trading volume. The scale, technology, craftsmanship and product quality of jewelry production and processing are all ahead of domestic peers. Shenzhen Jewelry has firmly occupied the leading position in the domestic jewelry industry and has certain influence and competitiveness internationally.
1. The development history of Shenzhen’s jewelry industry
The development of Shenzhen’s jewelry industry has benefited from reform and opening up. From 1981 to the present, the development of Shenzhen’s jewelry industry can be divided into three period.
The period from 1981 to 1988 was the initial stage of Shenzhen’s jewelry industry.
The period from 1989 to 1996 was a period of rapid development for Shenzhen’s jewelry industry. From 1997 to the present, it is a period when Shenzhen’s jewelry industry realizes large-scale and intensive production and companies create brands.
Statistics show that as of the end of December 2008, there were about 2,300 registered jewelry companies and about 2,200 private brands in Shenzhen. Among them, jewelry production and processing companies accounted for about 41; jewelry wholesale trading companies accounted for about 31 ; Jewelry retail companies account for about 10.5; jewelry packaging supplies wholesale and retail accounts for about 5.7; jewelry and supplies design companies account for about 4.3; other jewelry-related business companies (including jewelry equipment production, jewelry repair companies, professional markets, jewelry appraisal and testing institutions, etc.) Accounting for about 7.5. In 2008, the total manufacturing and processing value of the industry exceeded 60 billion yuan, with about 120,000 employees.
Shenzhen jewelry companies have currently obtained 26 Chinese famous brand products such as "Euilv", "Baijue", "Jimeng", "Xingguangda", "Italong", "Chow Dasheng", "Anshenghua", "Chow Dasheng" ", "Millennium Star", "Baoyi", "Baitai", "Jimeng", "Zhuanzhiyun" and other 9 well-known trademarks in China, as well as 14 famous brand products in Guangdong Province and 12 famous trademarks in Guangdong Province.
2. The status of Shenzhen’s jewelry industry
There are now more than 2,100 jewelry manufacturing companies, with a total annual output value of more than 80 billion yuan, accounting for more than 70% of the national jewelry market share. Gold , platinum, diamond processing and trading volume all account for 80-90% of the annual trading volume of the Shanghai Gold Exchange, Platinum Exchange and Diamond Exchange, with total annual exports of US$1.2 billion.
3. Enterprise categories in Shenzhen’s jewelry industry
At the end of 2006, there were 2,100 registered jewelry companies and 2,200 own brands, including about 850 jewelry processing and manufacturing companies, accounting for about 41; There are about 600 jewelry wholesale trading companies, accounting for about 31%; there are about 220 jewelry retail companies, accounting for about 10.5%; there are about 120 jewelry packaging supplies wholesale and retail companies, accounting for about 5.7%; there are about 90 jewelry and supplies design companies, accounting for about 4.3%; There are about 120 other jewelry-related businesses (including jewelry equipment production, jewelry repair companies, professional markets, jewelry appraisal and testing institutions, etc.), accounting for about 5.7%; there are about 50 other companies, accounting for about 2.3%.
4. Brand enterprises in Shenzhen jewelry industry
Currently, there are 26 enterprises in the industry that have won the title of China Famous Brand Product, 6 have won the title of China Well-known Trademark, and 8 have won the title of Guangdong Province Famous Brand.
Gold categories: Baitai, Emerald, Baofu, Ganlu, Yuehao, Anshenghua
Coated popular jewelry: Yanuoxin, Millennium Star, Cuilu, Ji Meng, Fuli
Jadeite categories: Chow Dasheng, Baijue, Zhaoliang, Jin Dafu, Italian Dragon, Crystal Eternal, Yafu Inlay categories: Xingguangda, Baoyi, Diamond Rhyme, Millennium Xing, Fuqi, Jinxiang, Zhou Dajin, Helin
5. Development status of Shenzhen jewelry industry
(1) The degree of industrial agglomeration is high and industrial clusters have been formed
Shenzhen's jewelry industry has now formed a multi-brand jewelry product system with a relatively complete range of categories, fashionable novelties, unique styles, and leading technology.
(2) The industrial manufacturing capability is outstanding and it has become the largest jewelry manufacturing base
Shenzhen’s jewelry industry has outstanding production and processing capabilities, strong manufacturing and processing capabilities, and high management refinement capabilities. , the popularization of computer design, rapid prototyping, laser welding, laser molding, network technology and computer management has enabled the production technology of Shenzhen's jewelry enterprises to reach the domestic advanced level. At present, more than 60 companies in the Shenzhen Jewelry Industry Base are leading the country in terms of technological advancement and patents, more than 30 companies have independent R&D institutions, and 20 companies' production technology and processes have reached internationally advanced levels.
(3) From the geographical advantage of being adjacent to Hong Kong, it has gradually transformed into independent innovation, with leading domestic design and cultural innovation capabilities.
In the past, being adjacent to Hong Kong enabled Shenzhen’s jewelry industry to develop rapidly The "geographical advantage". Shenzhen can learn internationally popular design styles, new processes and technologies. In terms of style design and fashion trends, Shenzhen can learn about the new trends in international jewelry development from Hong Kong at the first time, and learn internationally popular design styles and new processes and technologies. Technology can also draw on some international information advantages such as Hong Kong. Nowadays, most Shenzhen jewelry companies are innovating independently on the basis of continuous learning and reference, combining international trendy design styles with excellent traditional Chinese culture, making bold breakthroughs, combining with the Chinese jewelry market, and seizing the opportunity to develop products suitable for the Chinese consumer public. Jewelry accessories. In recent years, there have been major breakthroughs, especially in the area of ??jewelry culture and creativity, which has made the cultural connotation and brand influence of Shenzhen jewelry increasingly prominent in China's jewelry industry.
For example, Baitai Company has created many "firsts" in the industry: it improved the carving fixture for the first time, optimized and upgraded gold products, especially hexagonal beads, successfully developed the first electroformed bracelet; the first bracelet that can be flexibly changed. invention; independently developed a sand rolling
machine, launched a new concept of "healthy jewelry"; took the lead in proposing the new concepts of "cultural gold" and "fashion gold"; the company has now applied for 8 national invention patents, and obtained It has 4 utility model patents, 53 appearance patents and 12 copyrights. It was rated as "Shenzhen's leading enterprise in independent innovation industry". Xingguangda is based on independent development and innovation, and has more than 20 high-quality products with independent intellectual property rights, including invention patents and appearance patents.
(4) There are many well-known jewelry brands, and Shenzhen jewelry has formed an industrial brand cluster advantage. There is a popular saying in the jewelry industry: the future of world jewelry depends on China, and Chinese jewelry now looks on Shenzhen. Shenzhen jewelry is world-renowned for its exquisite styles, exquisite craftsmanship and excellent quality.
Shenzhen jewelry companies have currently obtained 26 Chinese famous brand products, 9 Chinese well-known trademarks, 14 Guangdong Province famous brand products, and 12 Guangdong Province famous trademarks. The number and popularity of Shenzhen jewelry enterprise brands have firmly led the domestic jewelry industry, and have radiated to Europe, the United States and Southeast Asia.
Through the joint efforts of the government, industry associations and enterprises, the Shenzhen jewelry industry has taken the lead in making the "Shenzhen Jewelry" regional brand famous and realized Shenzhen's transformation from "China's Jewelry Manufacturing Capital" to "China's Jewelry" The transformation from "Design City" to "Chinese Jewelry Brand Capital".
(5) Corporate brand culture building has achieved initial results
At present, Shenzhen jewelry has gradually moved from OEM production in the past to an independent brand development path based on differentiated design and production. , most jewelry companies have begun to realize the importance of patent protection and intellectual property rights, and have begun to build independent brands, create brand cultural connotations, and form their own brand characteristics.
(6) The government attaches great importance to accelerating the construction of jewelry industry bases and regional brands
(7) Financing channels begin to diversify
As the jewelry industry With the development, jewelry companies are gradually being sought after by capital. Key regional jewelry brand enterprises in Shenzhen have broken the family-based management model, established modern enterprise management systems, created listing conditions, and optimized the allocation of resources. At present, "Fulin International" has been successfully listed on NASDAQ in the United States, Yatini has been successfully listed in Hong Kong, Chao Acer has been successfully listed in the small and medium-sized sector, and Aidil has completed the share reform and started to receive listing counseling. Various banks also actively support the development of jewelry companies. Shuibei Jewelry Sub-branch, as a special gold and jewelry branch of our bank, has carried out credit business with 32 jewelry companies and carried out cargo pledge business with leading companies in the Shenzhen jewelry industry.
6. Future development trends of Shenzhen’s jewelry industry
According to industry estimates, in the first decade of the 21st century, China’s jewelry market will grow 10 times compared with the end of the last century, reaching 800 billion. Yuan, and will become the global gold jewelry consumption and manufacturing production center in 2010. China's jewelry industry is evolving from "the world's most promising market" to "the world's largest market".
(1) The government continues to introduce encouraging policies and measures to enable the gold and jewelry industry to usher in a more relaxed development environment
After joining the WTO, China’s gold and jewelry market has further opened up, and enterprises have The business environment continues to improve and has become an important guarantee for them to participate in international competition and improve their competitiveness.
(2) The huge domestic consumer market is a solid foundation for promoting the development of the gold and jewelry industry. According to statistics, the turnover of various gold and jewelry in my country has exceeded 160 billion yuan. According to existing international statistical methods, in the ranking of per capita gold ownership in countries and regions around the world, Taiwan ranks first with 8.6 grams per capita, the United States and Hong Kong have 6.6 grams per capita, and mainland China has less than 0.25 grams per capita. The market potential is undeniable. And metaphor. The huge domestic consumer market has become the foundation for the development of domestic gold and jewelry enterprises.
(3) China’s gold and jewelry companies have the ability to further expand the international market
China is the world’s third largest gold consumer and the largest platinum jewelry market, forming a With a number of well-known jewelry companies, China's jewelry industry has achieved certain competitiveness. It has become inevitable to expand the international share of China's gold jewelry.
(4) The jewelry industry will develop integratedly with tourism and cultural industries
Integrate jewelry culture and gem science knowledge education into tourism, leisure, and commerce to create characteristics The business characteristics of distinctive, profound culture and prosperous commerce have become a bright spot in the development of jewelry. Jewelry consumption has become the third largest consumption hotspot among the people. The development prospects of the jewelry tourism industry are very promising. It not only popularizes jewelry cultural knowledge, but also combines tourism, leisure, and commerce to enhance the taste and highlights of the jewelry industry. It also promotes the development of Shenzhen's commerce, tourism and leisure economy.
Today, China’s jewelry market is evolving from “the most promising market in the world” to “the largest market in the world.” Shenzhen Jewelry is shaping the high-end image of regional brands and achieving further development with the mind of "connotation in Shenzhen and extension in the world".
6. The status of enterprises in Shenzhen’s gold and jewelry industry
The survey shows that more than half of the enterprises have profits of less than 1 million, and only a handful of enterprises have profits of more than 5 million. The output value of jewelry enterprises is 67% below 50 million, 20% between 50 million and 200 million, and 13% between 200 million and 1 billion, but most of the profits of such enterprises are below 3 million.
1. Characteristics of the gold and jewelry industry:
Capital-intensive industry, labor-intensive industry
The production process is simple and the capital flow is clear. There are relatively closed funds within the industry. Lending market
2. Classification of gold and jewelry companies:
① According to the industry segments, gold jewelry companies can be divided into: gold plain gold processing type platinum plain gold processing type inlaid type (Including colored stone inlays) Diamond distribution and other raw material distribution
② According to the industrial chain, it can be divided into three categories: Enterprises with their own production and processing and terminal retail outlets only have production and processing, and sales are wholesale Mainly enterprises that are not engaged in production themselves but organize supply of goods for wholesale and retail 3. The main capital needs of the gold and jewelry industry
The rising prices of major raw materials such as gold and platinum have caused enterprises to be short of inventory funds for seasonal stocking. Funding needs
Some companies have gradually intervened and increased investment in the retail sector to increase the funds required for retail outlets and distribution of goods
4. Main risks in the gold and jewelry industry
The main risk of the enterprise is concentrated on the behavior of "gamble"
In order to avoid this type of risk, it is recommended to choose an enterprise that has been in normal operation for three years and the actual controller of the enterprise has more than five years of experience to intervene5 , The sources of registered capital of Shenzhen jewelry enterprises
62.7 from private and individual sources, 16.9 from joint ventures, 8.5 from foreign investors (Hong Kong, Macao and Taiwan), 5.1 from collectives, 3.4 from state-owned, and 3.4 from others. 6. The organizational structure of the enterprise
76.8 belongs to the limited liability system, 8.9 belongs to the joint-stock system, 7.1 belongs to the processing of supplied materials, 5.4 belongs to other, and 1.8 belongs to the partnership system.
7. Financial characteristics, production technology and financing methods of Shenzhen’s gold and jewelry industry 1. Financial irregularities
Before 2002, it was necessary to hold a license from the People’s Bank of China, and most companies used affiliated
The Shanghai Gold Exchange was established in 2003. In 2004, the Gold Exchange opened platinum trading, exempted gold and platinum import tariffs, and gradually standardized the procurement channels for gold and platinum.
The Shanghai Diamond Exchange was opened in 2006 and implemented a tax rate policy of 17% and 13% refund on certificates. There are formal procurement channels. Most retailers adopt the approved tax system. There is no need to issue invoices when purchasing. A large number of tax stamps from upstream production companies cannot be offset. 2. Production is weak. The peak season is obvious
For most gold and jewelry companies, the three months of June, July, August and mid-to-late October are the off-season. For some companies with large foreign orders, the off-peak season is less obvious. 3. Sources of raw materials for gold and jewelry companies
(1) There are three sources of precious metals such as gold and platinum: Shanghai Gold Exchange precious metal providers (smuggled gold) recycle and purify gold
(2) There are two main sources of diamonds: diamond suppliers of Shanghai Diamond Exchange.
4. The main production process of gold jewelry enterprises (1), plain gold:
Drawing/pressing → folding and forming → engraving → polishing → electro-gold (2) , Inlay category:
Design → Make silver mold → Make wax mold → Guide the mold → Hold the mold → Inlay stones → Polish → Electric gold 5. Financing method: Private lending
Inter-enterprise Borrowing (mold factories, diamond suppliers) secured loans
Bank loans (warehouse receipt pledge, joint loan and joint guarantee, cargo deposit financing, loan repayment, introduction of venture capital (Millennium Star) preparation IPO companies
8. Bank investigation methods for the gold and jewelry industry 1. Accounting method for sales in the gold and jewelry industry)
① Head counting method
② Inventory verification method (inventory includes exhibition inventory and factory inventory, but does not include inventory in retail stores)
③Retail store verification method
Usually the distribution volume of a single retail store is between It ranges from 1 million to 2 million. The inventory turnover rate of the store is about 90 days/time to 120 days/time, so its retail sales = 1.5 million × number of stores × 3 (conservative calculation). 2. Inventory verification
Inventory in the production workshop------spot check "Enterprise Inventory Daily Incoming and Outgoing List/Ledger" Verify inventory in the company's exhibition hall------spot check" The company's inventory daily inventory list/account> Verify the inventory stored in the company's directly-operated retail stores ----- Verify the company's internal ledger, or estimate based on 1.5 million/store
In addition, you can participate in Verify the company's inventory on the company's monthly chart 3. Verify the company's receivables and payables accounts. The gold industry: Upstream and downstream transactions are mostly done in the form of cash, and the longest account period generally does not exceed 7 days. The accounts receivable and payable accounts in the gold industry account for a relatively large amount of money. Less;
Inlay industry: The main payment is for diamonds, and diamond purchases can have an account period of 3-6 months; sales in the inlay industry usually have a certain account period, usually around 30 days. 4. Other accounts receivable and payable
As a gold and jewelry enterprise, most of the other accounts receivable and payable are short-term loans between enterprises, and the amounts fluctuate greatly, making verification difficult.
5. Other auxiliary investigation materials: original company utility bills, electricity, gold and water expenses, pay slips
Membership of the Gold Exchange/Diamond Exchange, Chinese Famous Brand and other honorary titles 9. Credit extension suggestions for the gold and jewelry industry
>Based on the above-mentioned research on gold and jewelry companies, our ministry recommends that the expansion of the gold and jewelry industry adhere to the following principles: the principle of limited leaders in subdivided industries
That is, a full process with production, processing and retail channels The principle of a limited enterprise is to have its own brand (or Chinese famous brand), and the sales channels are improved. The principle of a limited enterprise (1) Admission criteria
(2) Number of key employees under main investigation
The credibility of the actual controller and personal assets, inventory, purchase vouchers from the Financial Exchange, water and electricity bills, salary tables, electricity, gold and water consumption
(3) Special post-loan management measures
Loans should be limited to those from the Financial Exchange and drilling companies as much as possible. The exchange's purchase of raw materials requires enterprises to maintain a certain amount of funds on a monthly basis through our bank's settlement account to purchase raw materials from the Gold Exchange and Diamond Exchange
Depending on the company's circumstances, the handling branch will participate in the enterprise on a monthly or quarterly basis. Monthly inventory inventory, stipulates that the inventory must not be less than a certain amount
(4) Actively intervene in customers’ capital market financing. During the visit, we found that some powerful gold and jewelry companies are considering IPO listing. We hope that I Banks can attach great importance to this and, while providing credit support, strengthen guidance and tracking of corporate listings in order to expect more significant comprehensive returns.
Jewelry survey report sample 2:
1. Overview of the jewelry market
Compared with other high-end consumer goods, the jewelry industry has 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 the consumer psychology has gradually shifted from value preservation and ownership to brand and fashion. and personality changes. From my personal point of view, buying jewelry now is not just for giving to others but for personal use. Marriage is a major event in people's lives. Jewelry is indispensable for weddings, so jewelry is a big market.
2. Analysis of various jewelry brands
1. Tse Ruilin
Tse Ruilin is one of the well-known jewelry brands in Hong Kong and has a good reputation in the industry. During this inspection, I felt that Xie Ruilin's store has a modern and gorgeous style. It boldly uses dark tones, mainly purple, which shows its nobility and magnificence. It is unique in the store, unique and eye-catching, and makes people stand out. Bright. Xie Ruilin's prices are on the high side and there are very few discounts. In terms of product design, Xie Ruilin grasped the stable and mature characteristics of mid-to-high-end consumers and highlighted this characteristic in the products, with thick and mature product designs. In general, jewelry shopping guides have a warm, thoughtful and considerate attitude, and they are also very particular about their clothing and appearance, which makes them easy to like. But when I was looking at the product, I found that the salesperson’s nails were a little dirty. Although it was just a small detail, I felt that the exquisiteness and beauty of all the details were taken for granted.
Personally, I feel that Xie Ruilin’s advantages mainly lie in: unique store design style, excellent product technology and design, friendly and relatively professional service, and good reputation. The main shortcomings are: a slight lack of service details and few products targeted at young consumers.
2. Chow Sang Sang
Chow Sang Sang’s store has a good style, and the products are displayed by category and price, in an orderly manner and clear at a glance. In-store advertising mainly uses graphic advertisements to promote your unique designs and catch customers' attention. Chow Sang Sang's products feel very special to me. After chatting with the shopping guide in the store, I learned that they have their own award-winning brand designs in diamond jewelry, which shows their extraordinary strength. The shopping guide said that their products are based on their own Design mainly. There are few high-quality products among the diamond grades, especially in terms of color. The clerk’s explanation for this phenomenon is that Chow Sang Sang uses loose diamond appraisal, and the company’s standards are more stringent than the national inspection standards. They are not good at diamond certificates. It is based on a certificate produced by my own company.
In terms of price, the discount is very low. Basically, there is no discount. Discounts are only available if you apply for a discount card.
3. Chow Tai Fook
With its good public brand image, its own quality and reputation guarantee, Chow Tai Fook ranks in the leading position in the industry, and is also one of Xie Ruilin's strong opponents. There are not many promotions and advertisements in the store, and the variety and style of products on the counter are superior in quantity compared to other brands. In terms of price, it’s a fixed price with basically no discounts. It is a high-priced product, at the same level as Chow Sang Sang and Xie Ruilin. But in terms of service, I personally feel very bad. The clerk is very arrogant, giving people a condescending feeling and a sense of alienation. They treat customers differently, maybe because they feel that we are not buying things, and they treat us badly. The dismissive attitude is off-putting.
3. Personal Analysis
As can be seen from the table, the shopping mall we inspected this time is located in a prosperous area with a large flow of people. The jewelry stores are mainly located on the first floor. There are many brands, why is this? My personal analysis shows that the bustling location determines the large flow of people, which guarantees the flow of customers in jewelry stores. Today, people make purchasing decisions mainly based on people’s desires and desires. Behavior is the most basic determinant. I also found that there are a lot of platinum jewelry on the market now. The main consumers of jewelry are women or they buy them for women. Platinum jewelry is becoming more and more popular among consumers because of its elegance and elegance, especially among women. Gold is still favored by buyers, mainly for men's jewelry. In addition, jade jewelry is mainly bracelets and necklaces. Nowadays, people's love for jade has also greatly increased.
Jewelry is a valuable consumer product, and consumers’ purchasing behavior is also quite rational. Therefore, generally people will make a purchase decision after visiting 3 or 4 stores. For jewelry as valuable as this, Consumer goods, people don’t know much about them, and most people don’t know how to identify them. In this way, brands play a large role in their purchasing factors. Wedding consumption is the main share of jewelry. Chinese people attach great importance to marriage, and today’s Valentine’s Day is also Jewelry plays an important role, but it has also become important consumption opportunities on May Day, National Day, Women’s Day, Mother’s Day and birthdays of relatives and friends. The day I went to inspect this time was not a holiday, so there were very few discounts, and some big brands didn’t have any discounts.
4. Summary
Through this market inspection, I learned a lot of knowledge. Jewelry marketing not only requires us to produce marketable products, set appropriate consumer prices, and sell appropriately. channels are provided to consumers, we must also pay attention to brand promotion, so that consumers can learn about the company and its products in a timely manner through various methods, and align the products to generate purchasing motivations and purchasing behaviors after recognizing its brand. Most consumers in China are greedy Small things are cheap, so we have to put more effort into event promotion. For each holiday event, we plan activities that can attract consumers and create different gimmicks. This will play a big role in the sales of our products. In particular, service is very important. In terms of clerk training, we must pay attention to the importance of service awareness. Market inspection is very important. We must always know what kind of products on the market are loved by consumers. This will be of great help to the design staff in designing products, so that we can design products that are suitable for consumers.
Thank you to the company for giving us this market inspection opportunity. I will definitely work hard, study hard, and create benefits for the company as soon as possible.
Jewelry survey report sample 3:
As of the end of 2007, there were more than 50,000 jewelry companies of various types registered with the industry and commerce across the country, employing more than 3 million people. Among them, there are approximately 40,000 jewelry retail companies, employing more than 1.5 million people. "Overall, my country's jewelry and jade jewelry industry has great market potential, good development environment, fast growth rate, and many problems."
1. Development status:
Since the reform and opening up, with the vigorous development of our country's economy, our country has become one of the world's largest light industrial production and processing bases, and has also become one of the world's largest consumer markets.
As a form for the public to beautify themselves and pursue material civilization, jewelry has long entered the homes of ordinary people and has a huge consumer market. As a high-end work of art, a large part of the value of jewelry is reflected in its artistic design. In jewelry design, designers integrate personal emotions into the work, making materials, craftsmanship and art highly harmonious and unified. The process of concrete visualization of jewelry is the artistic design of jewelry. As an emerging discipline, jewelry design has a glorious history in the history of my country's arts and crafts. With the changes of history and the progress of the times, jewelry design has also continued to change its style, constantly absorbing nutrients from foreign cultures and other sister arts and developing them. China's economic backwardness in modern times has caused the art of jewelry design to stagnate. With the advent of economic integration and market globalization, the explosion of information has led to a diversified trend in jewelry design styles. Our country's jewelry design has ushered in a prosperous period again. However, due to the late start of our country's modern jewelry design, there are many unsatisfactory aspects. Compared with other art and design industries, it is still in its infancy.
2. Types
Currently, jewelry on the Chinese market can be divided into metal jewelry, jewelry and jade jewelry, and other types of jewelry.