From 2015 to 2016, Liuzhou Jewelry used the SWOT method to analyze the status of Liuzhou jewelry industry and write a market research report

I am afraid that no one can be provided on the Internet for any city's analysis. You can find some professional institutions for investigation. There are many online. A lot of the surveys of forward -looking Industrial Research Institute can be cited.
The following is the information I found on the Internet. You can refer to the environment. I hope you can adopt it. Your admission is the biggest encouragement for me!

The retail sales of the domestic jewelry industry in the past five years have achieved a compound annual growth rate of more than 17%. The overall retail scale of the industry is close to
500 billion yuan, of which the retail sales of gold and silver jewelry of retail companies above the limit reached 297.3 billion yuan. From the perspective of the market structure, the consumption of gold jewelry accounts for about 50%. About
17%, emerald jade accounts for about 15%, and the rest are other jewelry or jewelry such as platinum, colorful treasures, and pearls.
Golden gold has always been one of the important asset options for domestic residents to preserve and appreciate. The investment demand for 10 years of golden bull market and China's super inflation cycle actually dominates the domestic gold in the past 5
years. The jewelry market has led to the continuous growth of the entire jewelry industry.
The demand for wedding and self -wearing personalized jewelry will gradually increase
The formation of jewelry jewelry consumer market and structural change have a lot to do with the economic development of a region and the update of consumer concepts. It is positively related to the living standards of a region and the speed of accepting new things. The population structure and the social and cultural environment also affect the consumption of jewelry consumption and jewelry. 2014
The years since the influence of grabbing the golden trend, the continuous decline in international gold prices and the slowdown of domestic inflation pressure have made gold jewelry as the importance of domestic residents' investment in value preservation channels. Return to the demand for psychological needs and emotional values ​​that meet consumers, in the future, the highlights of the industry will be concentrated in the wedding needs (planned purchase), the demand of festivals and self-wearing (personalization and self-wearing (personalized and personalized birthday and self-wearing needs Above the purchase of impulse), the differentiation of the industry structure brings a lot of challenges and opportunities to traditional jewelry companies.
has registered for marriage from more than 10 million newcomers every year since 2008. The number has increased from jump -type growth compared with the previous 10 years, and the number of marriage pairs has maintained a stable growth. 250 billion yuan, only 30-50 billion yuan for marriage and jewelry consumption alone. From the perspective of the population structure, babies born during the mid -babies in the middle of the 1980s will enter the period when the age of marriage and consumer purchasing power will be entered in the next 10
Come continue to grow. The young population wedding also brings the structural change of demand. In addition to the traditional gold jewelry,
jewelery inlaid jewelry is becoming increasingly prevalent in the wedding business. Diamonds have become the need for young people to get married. Take Zhou Dafu as an example. The demand has become the main source of income from the company. The retail sales of the wedding market in 2015 accounted for the total amount of Zhou Dafu
39.2%. , Has the online event for the newcomer. In the Mainland, Chow Tai Fook opened a wedding franchise store. Unlike ordinary counters, the
80%of the goods in the store are special jewelry for marriage -the "three gold" of proposal diamond ring, engagement of engagement, and wedding ring.
In the process of investment demand ebb, brand, channels and design will become the core of competition. The core driver of the investment demand for gold jewelry comes from the rise in the rise of gold prices and the level of social inflation. Due to the transparent price of gold, consumers pay more attention to the quality and metal color and weight of the gemstone when choosing gold jewelry, or it can reflect it intuitively to buy it intuitively. Value jewelry instead of paying attention to styles. At this stage, the premiums brought by the brand and design to consumers are relatively low, and more channels for competition channels, capital strength and cost control between enterprises, and the product is more homogeneous. Essence In the process of increasing personalized demand such as wedding and self -wearing, consumers return to demands for brands, design, and marketing. The strong brand value and design capabilities bring the satisfaction and recognition of consumers. Bring a higher premium. At this stage, brand marketing, channels, and design have become the core of competition in the jewelry industry. Competition between products can often form sufficient differences. Each brand can make differentiated pricing for different groups and earns earnings. Higher excess returns. As a fashion industry, the market demand of jewelry jewelry often changes with fashion, which will also put forward higher requirements for fashion innovation of jewelry companies.
In addition, the aesthetic concepts, value concepts and consumption levels in different regions of China have a large difference. From the perspective of market competition, the front -line market (provincial and economically developed prefecture -level cities) has been Competition turns to brand competition. Most consumers in these markets already have brand awareness. I believe that brand and purchase of brand products have become their choice. Diamond high -end jewelry jewelry is the first choice for these consumer groups; Class cities), local and local brands are still dominated by the market, and gold jewelry will still be the mainstream needs of these areas. Based on the consistent brand style of various national brands, each national brand will face different regions and different consumer groups, and will also adapt to the targeted innovation and adjustment of the product and business model to adapt to the local market and consumer culture. , Fight for the market share of local brands.
The sales channels for Chinese jewelry
The stores and jewelry counters will still be mainstream channels. Combining online and offline is imperative. The jewelery industry, which is mainly based on physical channels, is an industry with large capital investment, high professional requirements, and slow funding. Enterprises in the industry have high profit return expectations. In the market environment that is not fully established in China, consumers' choice and trust in the online terminal model are relatively limited. Department stores and stores will still be the main terminal model of jewelry distribution in the future.
Jewelry jewelry Consumers generally belong to non -professional purchases. Consumers lack systemic knowledge about jewelry, or they know little about it, or they do not understand it at all. Consumers will worry about products when buying the valuable products of jewelry The rationality of authenticity, quality or price, this psychology to a large extent affects consumers' purchase behavior. Most consumers will choose to buy at large shopping mall jewelry counters or brand stores (especially
40 years old Middle -aged and elderly consumers are mainly), counters and specialty stores are also obviously better than other channels in display. In 2013, the channels of department stores and specialty stores accounted for 61%and 32%of the domestic jewelry markets;
Moles of consumption Those who will choose non -mainstream channels based on the spread of the familiar population (mainly young consumers with weak consumption capacity). At the time, the understanding of its quality, quality, and authenticity depends largely on the trust and unique marketing skills of the trust and sales staff in jewelry companies.
The domestic jewelry company touch network is mainly through 3 ways: B2C platform brand flagship store, online and offline integration
o2O model, and independent studio (designer) model. For traditional golden jewelry companies, e -commerce as emerging channels, although the overall retail sales of the industry are low (2013 e -commerce channel retail accounted for insufficient industries
1%), traditional jewelry leaders such as Chow Tai Fook, Tide Hongji, and Foundation, Tide Hongji, and Foundation, Tinghongji, and Tide Hongji,, Tide Hongji, and Tide Hongji,, Tide Hongji, and Foundation, Tinghongji,, Tide Hongji, and Foundation, Tinghongji,, Tide Hongji,, Tide Hongji,, Tinghongji,, Tinghongji, Tide Hongji, and Foundation, Tide Hongji,, Tide Hongji,, Tide Hongji, and Foundation, Tide Hongji,, Tide Hongji,, Tide Hongji, and Fund, Tinghongji, and Foundation,, Tide Hongji,, Tinghongji, and Tide Hongji,, Tide Hongji,, Tinghongji,,, Tinghongji,,,,, Zhou Shengsheng and others have begun to gradually make efforts on e -commerce channels through self -built online flagship stores, B2C platforms, and online and offline integration (O2O) model.
Simbia to other consumer goods e -commerce, the rise of jewelry e -commerce has solved the asymmetry between consumers and brands, becoming one of the indispensable business channels in the industry. N Jewelry e -commerce has tens of thousands of. They use the online virtual platform to establish a jewelry display system, which has the characteristics of low operating costs and does not occupy funds. These online jewelry e -commerce companies are mainly operating diamonds. Due to the diamond quality evaluation have diamond quality evaluation
4c standards, consumers are easier to compare the price, while other category sales performance is not ideal.
Due to the characteristics of the absolute price of jewelry and jewelry, the physical store display and experience links are irreplaceable. Pure jewelry e -commerce is more suitable for the marketing of low -end jewelry products with absolute price. The young people who are pursuing affordable prices are mainly based on the characteristics of product characteristics. The online is mainly based on the hot -selling styles in the business market. This limitation has also prompted many online jewelry brands with good operating performance to build experience stores and expand the
O2O model. In fact, most of the transactions are also realized in the offline experience center.