The developmental actuality of Chinese Jewelry market brand
1. Many jewelry brand, but lack of absolute leader brand
At present, Chinese jewelry industry brand is rapidly develop, with the Chow Tai Fook, Tse Sui-luen, Zhou Tai Sang, Chow Sang Sang, ITALINA, Stones, Tai Fook Jewelry, Kimberley, Swarovski, Goldlion, Napier • Cardan and some a large number of brands the rising, Chinese Jewelry industry have showed out prosperity and flourishing condition on the surface. But still lack of the absolute leader brand which with the real influence. Most of the brands still have not came into large-scale advantages at the country of cross-regional, to make a a result of market confusion at macro-market of jewelry, to suppress by rival with each other , to take the price war as mainly competition. The vicious competition to make jewelry business lose profits, to weaken the long-term market competitiveness.
2.A single
jewelry industry sales channels, the main channel of the operating costs too high
Due to the early development of the Jewelry market, the channel of enterprise development with shopping malls to develop the market is with more market advantage, such as the development of fast, easy management, simple marketing work, stable flow, etc., most jewelry companies have taken this approach.
However, the shopping malls had been passed too much operating costs on the enterprises in recent years, to result in jewelry business over-burdened, the channels overwhelmed, to find a way of resolve jewelry channels, re-select the channels, we must look for new development.
3. Jewelry brand development shorter, brand foundation is weak
Be compared with foreign Jewelry brands, domestic brands of the thickness of deposition is much weaker. Many companies emphasize on sales, but without marketing, even if limited marketing promotion, means are also identical. The weak brand base, to result in lacking of a absolute Jewelry leader brand, it is thus to provide an opportunity for new brands.
4. The majority of jewelry enterprises lack their own core technologies and unique products
Market products homogeneity is serious, it can not create their own individual brand characteristics, but also resulting in the jewelry had to rely on the price except for the products itself, to being malignant contention on the channels.
