In the late 1980s, Hongqiao Market began to sell pearls, making it the earliest market in the country to sell pearls. At present, Beijing Hongqiao Market has developed into a collection of more than 200 pearl and jewelry merchants from all over the country and even abroad, and 36 boutiques, offering the most distinctive international pearls such as freshwater pearls, Tahitian pearls, and South Sea pearls. Wholesale and retail markets. Hongqiao Market is positioned as the pearl terminal market, making Hongqiao a world of pearls and operating pearls in the world.

2009 Chinese Jewelry and Jade Jewelry Appraisal

Faced with the global economic crisis in 2009, Hongqiao Market actively took measures to increase the publicity of pearl culture based on market characteristics and carried out A series of publicity activities:

1. Youth Day and Mother’s Day pearl exhibitions highlight market characteristics

Based on the characteristics of strong consumer demand during holidays, the market organizes powerful merchants in May Exquisite display cabinets were set up to display and sell pearl jewelry, and activities such as "Decoration is complete and beautiful - Hongqiao Pearl Youth Festival Taobao Fair" and "Hongqiao Pearl, Protect Mother's Love" were held, supplemented by pearl model shows, prize-winning quizzes, Search treasure operation and publicize it on a large scale. A total of 26 articles were published in 14 media including "Beijing Evening News", "Beijing Times", "Legal Evening News" and "Boutique Shopping Guide". Among them, "Xinchong Wenbao" even published a full article on "Red Bridge Pearl, Protecting Mother's Love" The event was published on the website, and Sina.com, Phoenix.com and other websites reported the event in the form of reprints.

2. Take advantage of the momentum to continue writing the pearl chapter

In order to consolidate the positive impact and good effects of the previous activities on the Hongqiao Pearl brand, the market held the "Refreshing Summer" event from June to August. "On the 1st, women and pearls accompany each other" - a large-scale pearl jewelry exhibition and sale in Hongqiao Pearl Season, which is independently organized and planned by merchants. During the period, Hongqiao Market participated in the "2009 Beijing Characteristic Commercial Street Summer Festival" organized by the Beijing Municipal Commission of Commerce on behalf of Chongwen District's characteristic commercial enterprises, and used the government's powerful media to promote the "Hongqiao Pearl Season". The market also published a ten-issue series of reports in the Beijing Times. The promotional content did not include any hard-and-fast pearl promotions. Instead, the knowledge about pearl consumption was subtly implanted in the minds of consumers, allowing potential pearl consumers to understand pearls, thereby guiding and stimulating their purchasing needs. .

3. Create the event "Hongqiao Pearls Create the Perfect Bride - Exhibition and Sale of Fashionable Pearl Wedding Dresses"

Since the autumn, with the significant increase in the number of marriages, the market has perfectly combined pearls with wedding dresses. , create the perfect bride. In September, the Charming Pearl Wedding Dress Exhibition was held. Through the model show, the matching of wedding dresses, dresses and pearl jewelry was displayed, and the knowledge about wedding accessories was popularized. It was timely coordinated with the static display of high-end pearl jewelry, attracting some photo studio customers to the Hongqiao market for consumption. During the National Day Golden Week, the market organized promotional activities on pearl derivatives (such as Plana Pearl series cosmetics) to deeply explore the intrinsic value of pearls and further attract consumers' attention. The market also took advantage of the opportunity to participate in the 2009 China International Jewelry Show in early November to vigorously promote the concept of "Red Bridge Pearls Create the Perfect Bride", launched a comprehensive series of wedding pearl jewelry at the jewelry show, and arranged for wedding models to wear beautiful pearl jewelry. Catwalk, and professionals will guide customers on the matching skills of pearls and wedding dresses.

The market has continuously promoted special pearl products and Hongqiao market brands, and has attracted more and more attention from consumers. In the pearl boutique area, you can often see consumers coming to buy pearls, especially young and fashionable people. This shows that Chinese consumers are gradually accepting and liking to wear pearl jewelry. In terms of development ideas, Hongqiao Market will further expand the influence and professional brand appeal of the first pearl store in Beijing, and strive to form a brand that represents the characteristics of my country’s pearl industry, which is specifically reflected in:

(1) Enriching pearls product types and optimize product structure.

In order to reflect the professionalism of Hongqiao as a special pearl market and meet the needs of different consumers, the market has introduced pearl cosmetics and health care products such as Plana, Changshengniao, Jingrun Pearl, etc., and set up business areas; introduced jewelry processing merchants and supported them Provide personalized customized services for customers; continue to expand the business varieties and uses of pearl products, including pearl clothing, etc., and truly develop Hongqiao into a full range and all-round operation market for pearl products.

(2) Establish independent brands and expand brand benefits. The brand awareness of Hongqiao Market has formed core competitiveness. In order to give full play to this advantage, the market will gradually reform the original business model, including packaging, publicity and promotion of its own pearl cosmetics brand, and the development of beauty salons and pedicures featuring pearls. Increase investment in museum and other projects. It is also planned to unify the packaging of products operated in the market and unify cash registers, and develop towards standardized commercial enterprise operations.

(3) Promote pearl culture and strengthen promotion efforts. As the promotion center of China's pearl culture, Hongqiao Market will enrich the "Perfect Bride" themed activities, perfectly combine the harmonious and perfect cultural characteristics of "bride" with pearls, promote the "Perfect Bride" registered trademark, and sell it from Beijing to Tianjin and Zhejiang , Hainan, and then extended to the whole country.

In September 2010, the Hongqiao Market will also hold the third "Beijing Hongqiao International Pearl Culture Festival"; it plans to build a "Pearl Museum" to show the entire process of pearl formation, cultivation and processing, introducing The identification and appreciation of pearls, the medicinal and health-care effects of pearls, the long-term display of pearl treasures, and the inheritance of China's long-standing pearl culture.

2009 China Jewelry and Jade Jewelry Appraisal