A large amount of data indicates that in 2017, the competition of jewelry companies will become more intense. In an era when competition for this product has become a history and brand competition has become a reality, on the one hand, it is difficult for companies to sell their products, and on the other hand, supply is increasing. How do we develop new rules of the game? The wise man practices, the fools make the system; the sages are more courtesy, and the unscrupulous are restrained. The age of jewelry connotation is coming, are you ready?

The jewelry industry is, in the final analysis, a fashion industry. The essence of the fashion industry is not simply selling products, but selling culture to sell emotions. Only culture and emotion can bring added value to products, and ultimately win consumers. Therefore, in order to shape a century-old jewellery brand, it is necessary to give a deep-rooted brand culture, and it is necessary to carry out a careful brand “top-level design”, so that this “top-level design” will guide all aspects of operations, and let the operation activities be guided by the brand. Play a synergistic role and eventually form a "carrier battle group." So, landing on our brand, how to discover the feelings of our fans and refine our brand connotation?

Step 1: Fine positioning

Fine positioning is first of all consumer positioning. The positioning of consumer interests is based on the position of consumers. It is what kind of value consumers expect from the brand. Therefore, in addition to the product benefits, there are psychological and symbolic interests in the interest points for positioning, which makes the products into brands. Therefore, it can be said that positioning and branding are actually two sides. If the brand is consumer perception, then positioning is the process by which the company provides the brand to consumers.

In reality, in addition to the common gender, age and other consumer classifications in daily life, each person has many other labels, and, maybe, these labels are more important to them. I like Hayao Miyazaki's anime, I love basketball. I am a corn... I don’t want to give it to others. Instead of pushing my product to the consumer arbitrarily, it’s better to change the way they like it. Is your brain wide open?

Recently, the popular "IP Jewelry" is an exploration of fan feelings. In the era of fan economy where attention is productivity, Gold IP not only has hundreds of thousands to millions of fans, but also has continuous emotional interaction with fans. Jewelry has united the jewellery industry with these gold IPs and has achieved a gratifying result in a global layout.

Step 2: Market positioning

The overall Chinese jewelry market has given it three sentences: the small diamond market, the third-line market and the wedding market. In fact, these three characteristics are very negative.

In the small diamond market, big diamonds can't afford them, and they don't dare to use pan-materials. They only use diamonds that are very small or small or dozens of points. In fact, they are also less decent. In the third-line market, we are fashionable. Closeness to divide the market, you will find that the first-line market sells no second line, the second-line market sells no more than the third line, the more remote the small town area, the better the business is, the more the fire, in fact, this is also a bottleneck in the development of our industry, no fashion industry It is prosperous from the countryside. When it goes to the countryside, it should be that the market is saturated, and the life cycle has reached the limit and the end. This is an iron law.

In the wedding market, many brands are now desperately engaged in wedding culture, and this culture is Christian. Christian couples are very clear about the points, there are engagement rings, wedding rings, etc., not to say that they are wearing a pair of rings.

There are still many jewelers who think of the jewelry industry, that is, luxury storefronts, high-end prices, and high-end people. According to the actual turnover, we can understand the importance of the county-level market, not only the latitude, geographical latitude, cultural latitude, and personality latitude. These are all factors that we should consider.

For example, we rent a store of 8 to 10 square meters and only sell earrings. This means that you have all the earrings in the city. If consumers know that you have this store, they will not go to only a dozen pairs. The earrings are available for picking, but to pick up hundreds of pairs of earrings. This is the power of positioning.

Step 3: Product positioning

The so-called market crisis and design crisis are actually positioning. All business is not good because of the inaccurate positioning. Even if your things are expensive, the positioning is too high, each piece is two or three hundred thousand, you can rest assured, as long as you only do two or three hundred thousand business, so some people buy, I am afraid that you still want to sell two, Three thousand, it is chaotic.

Therefore, what is your product positioning, design, price, channel, service and other aspects, the positioning of what is done is very poor positioning, there is no characteristic positioning, people can not feel the positioning of the bright spots is also very bad positioning, The fact that the industry situation is not optimistic is a reality. However, God has also opened many doors to us at the same time. For example, the “her” consumption era that represents independent women is coming. Do you have enough fashion to attract their products?

Step 4: Refining

The process of refining the brand connotation is to simplify the process of expressing it on the basis of the above positioning. It must be said that many companies' VIs are really "willful", but they feel good, but you have considered consumers. Feel? In a nutshell, can you express it very simply and easily with pictures? Can you express it in one sentence with the language? Avenue to Jane, pointing out one of its own characteristics, succinct expression, and even let consumers remember, how are we doing?

The image of a man who is free, unrestrained, bold, wild, and powerful, as reflected in Marlboro, has nothing to do with the cigarette itself, but is an abstract concept artificially rendered. Therefore, a brand must be accepted by consumers, and it is not necessary to shape it into a versatile image. As long as it wins on one hand, it has advantages. Many well-known foreign brands often become famous brands only by virtue of one aspect.

Step 5: Spread

It is to spread the new positioning. After the enterprise brand connotation is determined, it is necessary to formulate a new operation plan, transmit the new brand information to the target consumers, and continuously strengthen it, so that it will completely replace the original positioning in the consumer's consciousness. Enterprises should develop their business plans with new brand positioning as the core, and actively use the influence of the network and various media to let consumers access the brand information through more channels to enhance the impression of the brand.

Because of the attributes of the jewelry industry, we hereby recommend that the brand connotation spread adopts the IMC integrated communication model, because the tepid marketing is done all over the country, and it is not possible to make your unique marketing that cannot give you certain benefits. Therefore, I want to Do an effective marketing. After the brand is refining, after all the resources are properly configured, carry out the overwhelming comprehensive bombing marketing in accordance with the theme of careful design activities.

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