Jewelry Industry: Making Good Use of Brand Management and Discount Promotions

Relative to some emerging industries, the development of China's jewelry industry can be described as a long history, but in terms of the development process, the overall development rate of the jewelry industry tends to be slow, it can be said that the jewelry industry is a long-term "emerging" industry.

Although China has had the custom of “wearing gold and wearing silver” since ancient times, it is rare to talk about strategic brand development and scientific and effective use of promotions. And what we often see is “a break, a 50 percent discount, a buy-one-get-one, a thousand-one-thousand-one-thousand-dollar payment...” This small workshop is a promotional tool for clearance processing. Now this promotion has become The jewellery industry is known as the "luxury" popular fashion routine. In order to be able to compete with big brands, in order to expand the market as soon as possible, some jewellery brands will not hesitate to make a big discount to earn consumers' attention. It is undeniable that some jewellery merchants have indeed achieved short-term economic benefits through this approach, but in the long term? Can you establish a famous brand through discounts? If not, how can we scientifically use discounts to expand the market and increase brand value?

In recent years, Mengniu Dairy’s Super Girl Marketing, Beijing Modern World Cup Marketing, Acorn International’s TV Marketing, and the recent emergence of Olympic marketing have all boiled the domestic marketing community. On the other hand, in the jewelry industry, its innovative marketing is lackluster. Take the 7 days holiday of the Spring Festival. In the absence of innovative marketing tools, many jewellery companies only hold up the price and slings to the arena, still relying on gifts and discounts. The effects of the original promotion methods, such as sweepstakes, can be imagined, so that the final result can only be the loss of 800 from the enemy.

Some people may say that we are not Chow Tai Fook, let alone Cartier. If we do not discount, do we insist on competing with the big brands? This may seem rational, but it is biased. Whether Chow Tai Fook or Cartier is worth mentioning, which brand was created overnight? Like most Chinese businessmen, inland jewelers are generally guilty of "myopia" and "immediate benefits." They generally believe that the money they can get today is money, tomorrow's money belongs only to the future. Driven by this motive, discounts have become their only choice. In fact, the discount is not bad, but using the original discount means to market competition is not good, first, the discount is a double-edged sword, in the effective return of funds at the same time, selling cabbage-style discount method is extremely easy to hurt To the brand value; second, the scale of the discount is more difficult to grasp, if there is no technical and scientific discount, once the price down, it is difficult to think about it again; Third, many brands often appear discount sales The phenomenon of stagnation of shipments during normal sales, namely the so-called "does not promote sales, promoted sales." Therefore, we cannot rely solely on discounts to obtain a little bit of profit, but we should consider the benefits of longer-term development and establish a good brand image is the fundamental way. We can choose from the jewelry packaging, product styles, and after-sales services. effort. Adopting a combination of strategic and scientific high-level marketing, not only can quickly occupy the market at the same time of “discounting”, but also can effectively enhance the brand value and paves the way for the brand's future development. Only in this way can the enterprise be developed. Only in the future can there be a future.

Jewellery companies should be good at using discounts as a double-edged sword, so that they can produce a multiplier effect. Everything is based on the brand positioning, starting from a big brand and a strong brand, and considering long-term benefits. Only in this way can the brand industry be established. The flower of sale will always bloom.