Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
Beijing Gold Jewelry Brand Caibai Jewelry Headquarters lasted more than 7 months and recently completed the largest renovation and upgrade in nearly 20 έτη. Taking consumer demand as the starting point, the special zone function featuring “museum-style appreciation, popularization of professional knowledge, experiential shopping, and personalized customization” is highlighted. Designers and custom jewelry are independently welcomed in the form of “special zone” For customers, children’s jewellery and men’s jewellery also form a special counter area. The second and fourth floors will add a large area of museum-level rough stone and cross-border sculpture exhibition space…
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
According to Wang Chunli, general manager of Caibai, the jewellery market is fiercely competitive, and every step taken is like walking on thin ice. Today’s Chinese people’s concept of consuming jewellery has changed dramatically, and young people even regard it as a fast-moving consumer product. Under the new trend, Caibaimen stores have gradually increased their personalized, experience-oriented, and omni-channel innovative presentations.
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
store upgrade plus code experience
“The hard 7 months have been reduced from 8,800 square meters to 800 square meters, and the annual profit is still growing.”
Σε 2019, the jewelry market is full of many variables. More and more international luxury-grade jewelry brands are targeting China, penetrating the domestic market through rapid expansion and e-commerce. Συγχρόνως, domestic niche jewelry brands have also risen.
In this critical year, the main store of Caibai carried out large-scale renovation and upgrade for the first time in nearly 20 έτη, which lasted 7 μήνες. For Caibai, in today’s changing jewellery market and retail, both store software and hardware need to initiate multi-dimensional “upgrades.”
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
Caibai introduced Forevermark’s cooperative brand “Shop in Shop” after transformation
Caibai Headquarters recently reopened. Actor Qin Lan appeared at Caibai Headquarters on December 21 as the Forevermark platform of Caibai’s strategic partner De Beers. In the new storefront after Caibai’s transformation, this new-generation concept zone presents consumers with a brand-new jewelry retail model that integrates product personalization, interaction and omni-channel experience with an immersive, fully interactive, and information-based design. The first in the country.
A reporter from Beijing Business Daily discovered that Caibai’s main store has added a number of special independent areas, including ALLOVE “Ten Hearts and Ten Arrows Perfect Diamond” και “South Africa Diamond PASD”. Εξάλλου, a foreign designer jewelry area has been added to the fourth floor of the mall.
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
Caibai has set up a separate counter area for the ALLOVE “Ten Hearts and Ten Arrows Perfect Diamond” category after transformation
According to the sales staff, the special area mainly sells the works of many designers from New York, Italy and other countries. The material is mainly made of 18K gold, the price is around one or two thousand yuan, and it emphasizes sophistication and design. It is suitable for daily wear.
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
ALLOVE “Ten Hearts and Ten Arrows” cutting process makes the diamond show more brilliant fire
Actually, Caibai has continued to introduce the attempts of the above-mentioned special area in recent years, and is committed to bringing consumers more abundant and fashionable new products…
The industry believes that as the jewelry market matures, consumer needs are diversified, especially the new generation of consumers, millennials, who value the aesthetic expression of fashion, personalization, and youthful jewelry. Single gold jewelry can no longer satisfy the current market. demand.
Data shows that non-gold jewelry is becoming more and more popular among consumers. The share of diamonds, νεφρίτης, and K gold in the market is gradually increasing. According to the report “China’s Jewelry Market’s Response to Changes in Consumer Behavior” published by the World Gold Council, only 9% of young people aged 18-25 choose to buy gold jewelry, and more choose diamonds and fashion luxury jewelry.
Channel layout branches, online make up for passenger flow
“E-commerce sales from 20 million to 500 million cannot be underestimated, and it has become a cross-regional traffic weapon.”
During the 7-month renovation of Caibai’s head office, online channels and branches became important players. Σε 2020, the company will continue to promote expansion plans around the Beijing-Tianjin-Hebei region.
Wang Chunli revealed to a reporter from Beijing Business Daily that since the upgrade and renovation started in April, the original business area of Caibaijiang’s 8,800 square meters has been reduced to 800 square meters in the office area, and the company still insists on external operations in some areas. “The company has issued a guarantee for the whole year. The goal of sales growth, from the hot summer to the cold winter, every day there are five or six positions to guide consumers from the original door to the temporary sales area, rain or shine.”
According to her, towards the end of the year, Caibai’s sales performance continued to grow in 2019; e-commerce channels increased by 40%, achieving sales of more than 500 Εκατομμύρια γιουάν. Εξάλλου, according to Caibai e-commerce company, during the “Double 11” last month, Caibai’s online and offline sales were nearly 100 Εκατομμύρια γιουάν. Μεταξύ αυτών, it is worth noting that in the online platform, out-of-town traffic accounted for 55%, breaking the geographical restrictions of Beijing Jewelry.
In the process of renovation and renovation of the main store, the relationship between the main store and the branch becomes more and more important. It can even be said that the sales performance of Caibai’s more than 30 branches has made up for the loss of passenger flow that had to be faced during the renovation cycle of the main store.
“Στο μέλλον, we will accelerate the pace of chain operations, so that the head office with a larger scale and performance will be integrated with the branches.” Wang Chunli revealed that in 2020, the pace of opening stores will be accelerated, with Beijing, Tianjin and Hebei as the core. expansion. Ωστόσο, considering the non-standardized characteristics of jewelry and the quality control, Caibai does not consider the franchise model for the time being.
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
After Caibai’s renovation, the original stone ore standard exhibition area was arranged on multiple floors to popularize the jewelry culture
Profit game, jewelry quick digest
“The Chinese people’s jewelry consumption outlook has undergone a huge change, and jewelry is now a fast-moving consumer product.”
Fashion design has increasingly become the core competitiveness of jewelry brands. In the newly renovated Caibaidian, a reporter from Beijing Business Daily found that the designer product area was presented in purple. Επί του παρόντος, this counter has introduced the “Nature Ladybug” series jewelry kits of Italian designers, mainly made of 18K gold. The unit price is between 1380-2000 yuan, suitable for daily wear.
“Αλλοτε, people bought gold jewelry to preserve value and reflect economic strength and identity. Now jewelry is showing a trend of rapid digestion, and more of it acts as a carrier of emotional transmission.” Wang Chunli believes that the Chinese people’s consumption concept of jewelry has undergone a huge change. People’s demand for jewelry has become lighter and more everyday.
The latest data from the Caibai jewelry e-commerce channel shows that the unit price of the brand’s best-selling product online in 2019 is about 2,000 yuan. This price is close to the “light luxury” gear that is more acceptable to young consumer groups.
Corresponding to the fast digestion of jewelry is the current situation of younger consumer groups. On the east side of the first floor of Caibai, the children’s jewelry area decorated with fluorescent pink is particularly conspicuous. Around the counter are not only customers who choose enamel longevity locks, but also many young people trying on a variety of jewelry from Miffy Rabbit IP. In addition to Miffy Rabbit, a number of well-known IP cooperation products including Peppa Pig, Nezha, and Xiaohuangren are also displayed in the counter.
Set up a children’s jewelry area on the west side of the first floor of Caibai, and Miffy Rabbit IP series become a star product
Caibai upgrade and transformation: a positioning game behind the “fast digestion” of jewelry
The unit price of these products is not high, and they are “light accessories” that strengthen the sense of design and fashion.
Beishang Research Institute special expert Lai Yang believes that jewelry is becoming an extension of clothing consumption. People not only pursue the attributes of raw materials, but also focus on design and fashion sense.