How to survive and develop the jadeite industry in 2016

Several friends who were doing jade asked me: “When do you think the Jade Market will be able to warm up?” This winter is too long and too cold. It has caused many jadeite dealers to feel restless and bored, but they feel even more in the face of the external environment. Weary. Looking back on the frequent occurrences of this year's jewelry fair to the weekly shows that everyone is struggling to break through. However, the effect is not satisfactory.

how so? There are many reasons for this, but the fundamental reason is that China's economic coldness is a structural lack, rather than a cyclical cold. Cyclical cold can be regarded as suffering from economic winter, and it can be a few months when it is spring; while structural cold is the glacial century. Only when the big environment is in equilibrium can spring bloom. Fortunately for now, we can see from the "Keqiang economy" that China's structural imbalances are being taken seriously by the government and are actively adjusted.

In this unique period, the jewelry industry, “Before scrapping and rejuvenating all industries”, is facing new challenges. From the transformation and upgrading of traditional operations to modern operations, a new round of cruelty shuffles. This is particularly true for the jadeite industry, where a large number of jadeite dealers will withdraw from the battlefield in this round of reshuffle. How do we find our own survival rules in the Ebb Tide era?

1. Be an elephant who can dance: The brand golden age of high-end Cui.

Inside and outside the jadeite industry, all jade merchants who are doing high-end jade are envious, one item is worth at least one Mercedes-Benz BMW, and one value is more than one building and one villa. Many low-end jade merchants are striving hard to achieve this goal, hoping that one day they will have Jintang Jade Hall. However, we only saw the bright and bright side of high-end jade merchants, but did not see the risks, grindstones, opportunities and challenges behind them.

In the era of big shuffling, although the strong players have stronger anti-risk capabilities than weak ones, they are more likely to get good opportunities. However, high-end jade merchants do not necessarily live better than ordinary jade merchants, and no one can escape from the problem of falling purchasing power. . We can see that the first disappearing glaciers in the Ice Age were giant animal dinosaurs because it could not adapt to the abrupt environment. The first financial crisis that collapsed in 2008 was the Lehman Brothers Bank, which ranked fourth in the world, because of its operational need. With more energy, the subprime mortgage crisis caused it to cut off its cash flow, and the Big Mac also collapsed.

For two consecutive years, the Burmese jadeite plate was only opened once. The high customs tax kept many anemone unable to enter the country smoothly. Some jade merchants were forced to abandon the raw materials that they had marked; the high-end goods were scarce and the finished product price continued to rise; The original high-end Emerald Edge customers, the SMEs who gave gifts for the project, collectively tightened their wallets. The high-end jadeite dealers truly feel the pressure from the economic environment and the political environment.

At the same time, China's high-end jadeite dealers also face many problems, including many invisible wealthy, less well-known brands than personal reputation, difficulty integrating the entire industrial chain from source to terminal sales, and the challenge of financial strength; different concepts of traditional business models and modern collaborators. Docking.

The ranks of the richest Chinese are changing. The first generation of local tyrants who have erupted due to the policy has gradually withdrawn from the stage. The second generation who has a Western educational background has already stepped forward. The concept of high-end jewellery consumption is changing. They not only look at the gift function of Chinese jewellery, the value of collection, but also the value and cultural value brought about by jewellery. Because jewelry with rich cultural connotation can become a symbol of their personal charm. Therefore, the era of high-end jewellery building brands has come.

However, high-end jadeite merchants started early and their culture is not high. Although they have a keen sense of brand, they have no way of starting. The brand is not a good name. A beautiful logo can solve the problem. High-end jewellery has its own characteristics. First, it is difficult to obtain raw materials, and the original stone of Jadeite has undergone many changes. Look carefully at materials and open materials to be careful. If you want to maintain high quality, you must have strong cash flow, rich experience, Extraordinary guts, but also need some good luck; Second, consumers are rich or expensive, their sources of information are different from ordinary people; Third, the upstart consumers pay more attention to the culture behind the emerald.

Therefore, in the process of reshuffling, if you want to get opportunities from the challenge, you will have a leap forward. It is necessary to build a high-end brand, but this is an unconventional brand building, but after the reform of the traditional business model, after completing the basic brand building, do a good job in the Jade culture system, achieve targeted circle transmission, combined with the modern ** Operation, together to create a mature jade trading platform.
2, made a strong iron chopsticks: the middle-end brands and wholesalers of the vertical and horizontal.

Whether in the world or in China, the most well-known jewellery brands are often not the best in the goods, but the most integrated resources. The majority of jadeite brand dealers and brand franchisees in China are basically not starting from buying materials. Most of them are second-hand wholesalers, or channel buyers, and terminal shop operators. Emerging brands are leveraging their power. When the capital sails, although it is financially strong and raw materials are not the strongest, they are a successful organizer. At the helm of these companies, they have a keen awareness, professional considerations, and focus on brand influence. They will also seek professional teams to transform their enterprises into modern ones. They will also use their external capital strength to achieve self-realization. Expansion and expansion of sales channels.

They have a good information channel and are extremely sensitive to changes in the outside world. They are the Jade merchants who can respond quickly, unite modern capital, make good products, keep their wallets, find new channels for cooperation, and innovate products; each based on their own Advantages quickly make a difference. However, they also faced major challenges. They basically started from semi-finished products and finished products. Their ability to control raw materials was not strong and they were affected by the front end. In early years, most of them started from the low end, and now their brand influence is not high. The low quality does not; in the past, the high-quality expansion without quality led to the end of the hard-to-find rejection and the poor supply of products; some franchisees promised that the products could be replaced, resulting in a large backlog of defective products; and modern communication technologies have come for them. This is a double-edged sword, which allows them to better interact with franchisees, and also allows franchisees to quickly learn the in-line rules and find convenience for low-cost sources.

3, burning sparrows is the phoenix: small jade merchants tossed.

In shuffling, the most difficult thing to survive is the small Jade merchant who produces and sells low-end products. Most of them will withdraw from the game in this round of shuffle. Any industry has a "28 rule", 20% of the dominant population occupies 80% of the resources, sharing 80% of the wealth; 80% of the general and disadvantaged groups share 20% of the resources, compete for 20% of the wealth. Therefore, this is the most brutal market to kill.

Suddenly exposed to cold, the difficult-to-recovery decoration market is extremely unique, and it is not critical to raw materials, but the production cycle is too long and the sales channels are single, especially large-scale ornaments. At present, the Chinese collection industry is still in the era of heavy materials and heavy work, and the general public still stays in the concept of jewelry. Ornamental jade merchants are generally not strong enough, once the backlog of goods, even the money into the raw materials are difficult to come up with, so most of them are for people processing, but in this way, their ability to respond to the market is more vulnerable. Many people find it hard to survive when the market is cold, and they change course. Even if the Tiangong Awards are in full swing every year, it is still difficult to change their fate. This section of Jade merchants can survive only if they are artistically or artistically outstanding. What awards are not the most important, and the most important is that they are recognized by the market.

The low-end jadeite manufacturers must learn to move, but they should not enter the strange market when their strength is not strong. Guangdong, which has the advantage of emerald processing, has traditionally only engaged in in-line business, but the industry is cold, and many jadeite manufacturers' store customers are in dire enthusiasm. Therefore, it is not a good idea to wait for customers to come to the door. Actually, it has become their consensus to find new opportunities for multi-run exhibitions. However, due to their lack of strength, their lack of awareness of innovation, and their tendency to follow the trend, they are almost always followed by swarms of bees, often becoming front-runners. There is no money left in the back.

How can we open up new channels?

First of all, do not enter the market where Emerald has not yet emerged. The blue ocean that appears to be empty has many opportunities, but it requires a lot of publicity and basic popularization. This is not what a small business can do.

Second, do not enter into very mature markets to snatch opportunities. Such market choices are large, and customers are extremely picky about raw materials and carving.

Third, choose the second and third tier cities where Jadeite is starting to heat up. Collaborate with terminal operators who are familiar with themselves. Since terminal operators do not want to purchase more goods, they want to sell more goods. They provide channels, and manufacturers provide sources of supply in order to achieve the best of both worlds. .

Fourth, do not learn other people to do brand, small companies spread limited funds, good steel should be used on the knife, this time is the key to survive, there is a single channel than the brand is more important.

Fifth, smart use of e-commerce platforms, although e-commerce has come through a period of rapid development, but the "double 11" Taobao's turnover of more than 900 billion can not be ignored; and now the e-commerce platform is not limited to only one Taobao shop There are also various free promotional channels: WeChat, Weibo, Post Bar, and Forum.