What is the traditional jeweler "dry goods"?

The words "selling sales, Internet +, micro-marketing, de-stocking, new three boards, closing stores, originals, etc." were repeatedly mentioned in 2015 and became the key words in the development process of retailers in the year. During the social transformation and industry reshuffle, the jewelry retailers experienced and suffered during the year.

For journalists, the inventory of China's jewelry retail industry in 2015 is an interview journey from the psychological experience of anxiety and jealousy. When the sighs of the industry that have heard the decline in sales have come and gone, as a part of the industry, I believe that everyone will be touched by this cold from the market. Especially for those who have experienced the rapid expansion of the market in previous years, they will be more mixed. Using a metaphor to describe it, it is like a high-speed train, when suddenly slow down, it will produce inertial shocks and even out of control and other dangerous situations.

Many people say that the crisis is always accompanied by opportunities; or some people will quote the words of the British novelist Dickens's feelings - "This is the worst era, and this is also the best era" to express this era. Awe. In a sense, breaking up an old world and establishing a new order is not necessarily a bad thing for the industry. In this winter, we watch the spring.

Face up: collective expansion, overcapacity

The original business is always a group of people with the most positive energy and the most passionate and eager to transform the world. As long as there is an opportunity, the movements of these people are often the biggest, which also contributes to today’s causal connection. Because of "what kind of fruit" will come out. Everyone understands that in fact, today's market is weak, not really weak consumption, but the result of our merchants' advances in advance for decades. It has also been said that today's weakness is the result of collective expansion and spoiling without a concentration of spirit.

Looking back, in the jewelry industry, retailers have been an exceptionally high-profile group for years, compared to process designers and manufacturers. In terms of common sense, the industry's maximum profit is exclusive to this group of people; secondly, at the operational level, the retail market requires retailers to have more advanced skills and social interaction skills, and is also a battlefield that can truly test an entrepreneurial level; In addition, retailers are the parents of food and clothing at all levels of the upper and middle reaches, and have been worshipped by the manufacturers.

Therefore, in the early years of the market boom, jewellery entrepreneurs have seized the opportunity to test the retail of water, which is the group of entrepreneurs from the jewelry industry, or extend the industry from the upper and middle reaches to the downstream; or Chaining several stores into dozens or even thousands, from one region to another, even across the country; even the pragmatists who doubt this rapid expansion are doing a big job in this The strong trend is wrapped up, even if it can not develop across regions, it seems that it is worthy of this rare opportunity to open several stores on the site at the door of your home. Under this trend and mentality, the rapid expansion of the gold and jewelry retail industry has become the norm in the 10 years of the 11th Five-Year Plan and the 12th Five-Year Plan. Even after the financial crisis that began in 2008, not only did not drag the jewellery retail industry, but the gold price continued to climb to a new high of "golden fever", so that the jewelry retail industry ushered in a more explosive expansion, but also led A large number of outside investors have joined. Today, the so-called overcapacity is, to a certain extent, the status quo of "golden stores more than rice shops" created by these "vigorous" entrepreneurs.

Simply think about it: As a luxury jewelry, when the supply is far higher than the demand, the most direct result is the fight between the peers - you live and die. In the past few years, every merchant would not think that this "frozen death in the winter" fate would come to his head. Because the market is still dynamic, as long as the promotion, as long as the service is good, as long as the management is new, as long as the model is good, as long as the brand is bright, as long as the usual efforts to achieve the position, you can have a good harvest. However, by 2015, holiday promotion, price marketing, perfect service and so on did not seem to have been proven before. For example, the status of many traditional shopping malls in a region is not new, which directly drags down the jewelers. What is the point of having a big customer without a customer? The professional jewelry city that opened in the past few years has become a dead city with few customers. Whether you are willing or not, closing the store has become a last resort action for many businesses in 2015. The overall decline in industry sales is a foregone conclusion. A few years ago, jewelers who had not been able to keep up with the economic boom today should be glad to be wise. Lightly loaded into the battle, became the consensus of retailers this winter. As a result, in 2015, many people who had the luck of being unwilling to close the store did not hesitate, and the business burden was forced to stop, and they turned off the loss-making shops.

Reflection: Winter is coming, is spring still far behind?

The most ideological trend of exploring the decline of business is that the most prominent trend is that in the era of Internet and mobile Internet, it is the most direct guide to the traditional jewelers who do not think about changing and do not conform to the trend of e-commerce. Fire rope. Is this really the case?

It is not the time for jewelers to find the answer. Regardless of the real answer, using the Internet public business platform to build online sales stores, or using WeChat to build micro-shops or micro-marketing platforms, the trend of the Internet + era has made traditional jewelers touch the net in 2015, despite now The sales situation is not satisfactory, but at least it shows that traditional jewelers are actively embracing the mobile Internet era. On the one hand, the development of online business is also the performance of light assets and destocking. On the other hand, it is also the way of marketing and promotion of business brands.

For now, the most urgent thing for retailers is how to spend the winter and not be frozen.

Being able to survive is nothing more than the fact that in the event of a disaster, the spirit cannot be lost first; secondly, it is the financing problem and survival problem that solves the survival of the enterprise on the operational level. In the entrepreneurial circle, while using various spiritual chicken soup-style self-consolation methods to resolve psychological confusion and embarrassment, most jewelers began to use this as an opportunity to reflect on the improper expansion of industry and enterprises blindly, and make great efforts. Shut down and transfer, go to stock, and lightly re-route. There are also a few unfortunate people who have been taken down by this train that suddenly slowed down when they traveled fast... In any case, the ecology of the retail industry is undergoing a huge transformation, many inertias are losing their effectiveness, being baptized by ruthless markets, new businesses Rules are forming. A big reshuffle that touched many lives and deaths is being performed tragically in the Chinese jewelry industry in 2015, no one can escape.

In addition to lightly loading, shutting down bad shops and removing bad inventory, it is worth mentioning that in 2015, the launch of the new three boards, which is a very important threshold for the jewelers’ life and death, is from the top level of the national design. From the perspective of solving the development problems of the majority of small and medium-sized jewelers, it is conducive to boosting the healthy and sustainable development of the industry and solving the urgent financing problems of enterprises.

The so-called disease tree in front of Wan Muchun. In 2015, the winter theory was settled, and the retailers who were in it were afraid of it, calmed down and began to reflect. What does the new normal and new opportunities mean for retailers?

Think about it carefully, the reshuffle of an industry, in fact, the deep level is a reshuffle of the people. Quiet, without the environment that swayed forward, the jewelers began to discover their inner heart and discover the heart of the consumer.

People reflect on the rapid expansion of the decade, the radish is not washed, it is this collective expansion mentality that has led to today's dilemma. When the market supplies homogenized products, the only difference is that when the placement is different and the brand names are different, isn't it early to make this decline? When we see the growing up of consumers wandering around in shopping malls in foreign countries, isn’t it true that our consumers are expressing their dissatisfaction with the domestic market? Today, it is rare to focus on your own field and become a master figure and master enterprise in this field. It is also the most lacking craftsmanship and dedication of our time. Many of us like to be prosperous and fast, and we think that we can all get a big cake in the retail industry. We think that there are enough stores in the night, and we are the big ones in the jewelry industry. The shuffling of the market is to tell us in a cruel reality: "We are wrong." When we realize that we are wrong and we are sincerely correcting mistakes, isn’t we just laying the foundation for the next prosperity?

Quoting a jeweler who is now smug and introducing Internet + and financial + into the traditional jewellery business - "I will eventually return to the ground from the air, Internet and finance is just one of my marketing and promotion methods." Do the end. We can think hard: What do consumers want? What can we give? This is an era where “dry goods” are advertised everywhere. Putting aside all illusory inaction, traditional jewelers think about it. What is your real “dry goods”?

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