Caibai -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
Beijing Gold Jewelry Brand Caibai Jewelry Headquarters varte mer enn 7 måneder og har nylig fullført den største renoveringen og oppgraderingen på nesten 20 år. Tar utgangspunkt i forbrukernes etterspørsel, den spesielle sonefunksjonen “verdsettelse i museumsstil, popularisering av faglig kunnskap, opplevelsesbasert shopping, og personlig tilpasning” er uthevet. Designere og tilpassede smykker er uavhengig velkommen i form av “spesiell sone” For kunder, barnesmykker og herresmykker utgjør også et spesielt diskområde. Andre og fjerde etasje vil legge til et stort område med grov stein på museumsnivå og utstillingsrom for grenseoverskridende skulpturer…
Caibai -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
Ifølge Wang Chunli, daglig leder i Caibai, smykkemarkedet er sterkt konkurransedyktig, og hvert skritt som tas er som å gå på tynn is. Dagens kinesiske folks konsept for å konsumere smykker har endret seg dramatisk, og unge mennesker anser det til og med som et forbrukerprodukt i rask bevegelse. Under den nye trenden, Caibaimen stores have gradually increased their personalized, experience-oriented, and omni-channel innovative presentations.
Caibai -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
store upgrade plus code experience
“The hard 7 months have been reduced from 8,800 square meters to 800 kvadratmeter, and the annual profit is still growing.”
I 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. Samtidig, 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 år, which lasted 7 Måneder. For Caibai, in today’s changing jewellery market and retail, both store software and hardware need to initiate multi-dimensional “upgrades.”
Caibai -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
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” og “South Africa Diamond PASD”. I tillegg, a foreign designer jewelry area has been added to the fourth floor of the mall.
Caibai -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
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 -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
ALLOVE “Ten Hearts and Ten Arrows” cutting process makes the diamond show more brilliant fire
Faktisk, 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. kreve.
Data shows that non-gold jewelry is becoming more and more popular among consumers. The share of diamonds, Jade, 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. I 2020, Selskapet vil fortsette å fremme ekspansjonsplaner rundt Beijing-Tianjin-Hebei-regionen.
Wang Chunli avslørte for en reporter fra Beijing Business Daily at siden oppgraderingen og renoveringen startet i april, det opprinnelige forretningsområdet til Caibaijiang 8,800 kvadratmeter er redusert til 800 kvadratmeter i kontorområdet, og selskapet insisterer fortsatt på ekstern drift på enkelte områder. “Selskapet har utstedt garanti for hele året. Målet om salgsvekst, fra den varme sommeren til den kalde vinteren, hver dag er det fem eller seks stillinger for å veilede forbrukere fra den opprinnelige døren til det midlertidige salgsområdet, regn eller solskinn.”
Ifølge henne, mot slutten av året, Caibais salgsresultater fortsatte å vokse inn 2019; e-handelskanaler økt med 40%, achieving sales of more than 500 million yuan. I tillegg, according to Caibai e-commerce company, during the “Double 11” last month, Caibai’s online and offline sales were nearly 100 million yuan. Blant dem, 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.
“I fremtiden, 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. Imidlertid, considering the non-standardized characteristics of jewelry and the quality control, Caibai does not consider the franchise model for the time being.
Caibai -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
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. For tiden, denne telleren har introdusert “Naturmarihøne” serie smykkesett av italienske designere, hovedsakelig laget av 18K gull. Enhetsprisen er mellom 1380-2000 yuan, egnet for daglig bruk.
“I det siste, folk kjøpte gullsmykker for å bevare verdien og reflektere økonomisk styrke og identitet. Nå viser smykker en trend med rask fordøyelse, og mer av det fungerer som en bærer av følelsesmessig overføring.” Wang Chunli mener at kinesernes forbrukskonsept for smykker har gjennomgått en enorm endring. Folks etterspørsel etter smykker har blitt lettere og mer hverdagslig.
De siste dataene fra e-handelskanalen for smykker Caibai viser at enhetsprisen på merkevarens bestselgende produkt på nett i 2019 handler om 2,000 yuan. Denne prisen er nær “lett luksus” utstyr som er mer akseptabelt for unge forbrukergrupper.
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 -oppgradering og transformasjon: et posisjoneringsspill bak “rask fordøyelse” av smykker
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.