Development trend of jewelry

Jewelry industry is a new industry which is separated from jewelry and craft gift industry and formed comprehensively. Jewelry, as the growth point of new economy, has gradually matured in developed countries. Various grades of specialty stores and sales points are dotted around; Products of various styles and levels fully meet the growing market demand. In China, this industry is still in the initial stage of development. With the rapid development of social economy and culture, people are stepping into a well-off society from food and clothing, advocating humanity and fashion, and constantly shaping their own personality and charm has become people's pursuit.

Current situation of domestic market

With the increasingly fierce competition in all walks of life in China, the competition in the jewelry industry is still in the primary stage. There are no leading brands in the industry, and no market share exceeds 5%. Few manufacturers have a national network, and it is rare to set up their own offices for market development. The whole industry lacks the ability to be a brand and the concept of marketing, and lacks truly capable talents. With China's accession to the WTO, China is facing a rare opportunity. Foreign companies buy a lot of their goods in China by OEM, so now many big manufacturers in jewelry industry basically export them.

Present situation of domestic jewelry industry

From the origin, it is mainly three production and export bases.

1. is a production base in South China mainly in Guangdong (Dongguan, Foshan, etc.). ). Their characteristics are mainly based on the design style of Hong Kong, and the products are generally processed according to samples. Most of its products are re-exported to Southeast Asia, Austria, the United States and other places through Hong Kong.

2. The second category is bases mainly in Fujian and Zhejiang. Most of the products of these manufacturers are designed to meet the needs of foreign jewelry, and most of the products are exported. Its characteristics are large output and competitive price. In recent years, in the procurement of large foreign multinational companies, the products of these manufacturers are classified as procurement.

3. The third category is Qingdao base. Most of these manufacturers are Korean manufacturers, and their designs are generally not exposed. Their products are directly exported to South Korea, Japan and the United States.

4. The fourth category is small-scale scattered manufacturers in the form of handicrafts. Most of the products of these manufacturers use their own unique product forms to sell decorations with regional, national and folk characteristics. Four major areas of jewelry consumption have initially taken shape;

(1) Southwest China centered on Chengdu

(2) South China with Guangzhou as the center.

(3) Northeast China centered on Harbin and Dalian.

(4) The establishment of chain stores in East China with Shanghai as the center and provincial capitals as the center has basically completed the overall layout of Chinese jewelry consumption.

Sales form:

Before 2000, the market did not form a real jewelry industry. At that time, the accessories were mainly accompanied by the scattered sales of furniture industry, gift industry, flowers and bedding. After 2000, with the continuous warming of China's economy, Guangzhou, Shanghai, Beijing and other places began to increase consumption cost, so after 2000, some small jewelry stores appeared.

The trend of jewelry in big cities is that some foreign multinational companies are optimistic about the huge market of Chinese jewelry, such as B&Q in Britain and IKEA in Sweden, and they have set up large stores in Shanghai and Beijing. In the past two years, especially this year, these hypermarkets have specially launched jewelry areas.

Due to the limitation of income level, jewelry consumption in small and medium-sized cities still retains the previous sales method, that is, selling jewelry in the form of flower shops and gift shops. Their products are generally ordinary jewelry, and their products are of low grade. At present, the jewelry industry is polarized, either the products are superior and expensive, or they take the popular route, with low prices but chaotic styles, and the quality is difficult to guarantee. Finding the right market position is the key to the development of jewelry.

Four basic trends of Chinese jewelry development

In recent years, the development of China's jewelry industry has gradually accelerated, and more and more people with lofty ideals have joined the industry through jewelry franchise chains to realize the dream of Nuggets' entrepreneurship. However, the development of China's jewelry industry is still in the primary stage, and the jewelry franchise chain industry lacks the necessary norms and cultivation. The lack of marketing skills and systematic training has obviously become one of the main obstacles on the growth path of jewelry practitioners.

I. Main Sales Forms of China's Jewelry Industry Before 2000, there was no real jewelry industry in China.

At that time, jewelry was mainly furniture, gifts, flowers, bedding and other products. After 2000, with the continuous warming of China's economy, the jewelry consumption cost in Guangzhou, Shanghai and Beijing began to rise. So after 2000, some small jewelry stores appeared.

The trend of jewelry marketing in big cities is that some large foreign multinational companies are optimistic about the huge market of Chinese jewelry. In the past two years, especially this year, some large stores have specially launched jewelry areas. Jewelry franchise and shopping mall counters are two main sales channels.

Jewelry sales trend in small and medium-sized cities: limited by income level, the previous sales methods are still retained. In other words, jewelry is sold in the form of flower shops and gift shops, and its products are generally ordinary jewelry with low grade, but in recent years, it has gradually changed to the sales model of big cities.

In recent years, the wholesale of traditional jewelry is no longer the main mode, and the multi-channel distribution mode led by terminals has gradually become the main channel of jewelry industry at this stage. At the same time, brand franchise chains have formed a new commercial layout with the advantages of large-scale operation. In 2005, with the Korean jewelry brand landing in China, its great advantages in brand, price, management, service, promotion, training, and support of franchise chain system will undoubtedly change the traditional business model of Chinese jewelry industry, incubate a successful franchise model for investors, and benefit small and medium-sized investors in Chinese mainland.

Although the changes in the circulation field make the jewelry circulation mainly terminal, the traditional jewelry wholesale market, small and medium-sized stores, individual jewelry franchise stores and other circulation channels will coexist with emerging terminals such as jewelry franchise chain stores, traditional small jewelry stores, traditional brand specialty stores, flagship stores, main specialty stores and online ordering for a period of time.

Second, the main development trend of China's jewelry industry Judging from the development history of China's jewelry industry, the jewelry industry is currently in a stable and rapid development stage.

In the next three to five years, with the sustained and rapid growth of the national economy and the continuous improvement of people's material and cultural living standards, the consumption of jewelry industry will surely have greater development. At the same time, with the development of society, people's ideas are constantly developing, and their awareness of entrepreneurship is also constantly increasing. People will no longer put money in the bank, but "take money to make money" and invest their limited funds in jewelry with room for appreciation. Through the struggle to achieve unlimited returns on funds, these will surely bring a large number of new forces such as agents and franchisees to the jewelry industry.

At present, the basic development trend of jewelry can be summarized as follows:

Expansion of decorations

From the previous jewelry to the jewelry of hands, feet, breasts, bags, cars, tables, beds and rooms, people pursue consistency in all aspects of life.

The trend of loveliness and miniaturization of ornaments

Among them, the animation culture of Japan, South Korea and the United States has played an important role, and cartoon cute images can be seen everywhere in jewelry, which is also very popular.

Daily trend of ornaments

The importance of festivals and personal anniversaries has increased, and the development of symbolic interpersonal relationships has greatly increased the demand and purchase frequency of jewelry. Mainly manifested in the hot sales of related accessories represented by constellations and couples.

Development of low-end ornaments

From materials, styles to channels, the popularization trend of jewelry tends to be very prominent.

From the survey data, we can easily find that high quality and low price are the two primary considerations for consumers to choose jewelry. Improving the quality of low-end accessories is the trend we should follow. In this respect, Korean ornaments famous for their high quality and low price are especially worth learning.

In 2006, your decoration industry is your decision.

Now the role of accessories in the overall shape has been exaggerated. An exquisite and fashionable accessory can save mediocre clothes. Choosing the right accessories can turn decay into magic.

In 2006, in the international fashion circle, all major brand designers were dominated by "Decorationism", and the fashion trends were extremely colorful: antique hats, dazzling jewelry, candy-like sweet colors of fashion, dazzling. Shiny clothes, shoes, handbags and jewelry are the necessary equipment for every fashionable woman.

Diamonds have always occupied an irreplaceable position in jewelry, and their position has never wavered for many years. K gold, platinum and crystal, as emerging fashion jewelry in recent years, dominate the jewelry industry and constantly attract the surging trend of fashion industry.

Crystal creative woman

In view of the success of the unified theme "Journey to Africa" in the autumn and winter of 2005, Swarovski decided to continue to launch the spring and summer series of 2006-"Tropical Style" in the same form, and the brand-new imitation crystal stone color and shape will reveal a relaxed and relaxing tropical style.

Fashionable emerald blue, different shades of sea blue, plus warm coral color, salmon color and sand color, bloom the fresh charm of summer. The exquisitely carved bright imitation crystal stone is dazzling, and the contrast is more striking with elegant frosted or sparkling materials such as mother-of-pearl, sandstone, imitation coral composition or unique devil fish skin. Ocean patterns, including starfish, seahorses, shells and flowers hanging on necklaces and bracelets, fully highlight the theme of "tropical customs".

The design features of the "Tropical Style" series of fashion jewelry include exquisite floral patterns in coral tones, inspired by tropical animals and plants. There are also many necklaces, bracelets, rings and pendant earrings with simple lines, which blend all kinds of blue of the ocean. There are also many series of composite designs, the main materials are mother-of-pearl discs, shells and imitation crystal stones. It is worth mentioning that the coral-shaped components are exquisite and meticulous, and they are perfectly matched with rose gold and emerald blue imitation crystal beads. Jewelry set made of enamel, inlaid with special craft imitation crystal stone, is permeated with the elegant style of decorative art.

In addition, the "Tropical Style" series also has various accessories matched with jewelry, including daily handbags, evening handbags, wallets and so on. Fresh and soft turquoise blue, blue, coral, salmon and sandstone have a strong tropical flavor.

Platinum-an emotional woman

The International Platinum Association recently launched a series of "floating shadows" with the theme of water. The design of soft water and the beauty of different forms of light and shadow give platinum a smart feeling and show women's unique emotional personality. Liu Guang Qin Ying's new series of TV advertisements take "like a woman" as the creative concept and Maggie Cheung as the image spokesperson. Between nobility and sensibility, she perfectly interprets the brilliance and unique charm of platinum.

Women are made of water. They are interlinked, understand each other and show the same feelings in different forms. Women like to be women, because passion is like surging waves, confusion is like ups and downs, happiness is like jumping waves, sadness is like still deep sea, and persistence is like frozen ice. "Flowing Shadow" series is based on the subtle relationship between platinum and water. Designers capture the different beauty of the water world, so that static water droplets, jumping waves and dense light and shadow are presented in the design. Among the 48 products of "Liu Guang Qin Ying" series, in addition to the simple and classic plain platinum style, the International Platinum Association also launched platinum diamond jewelry for the first time.

The beautiful assembly line represents the delicate feelings in women's hearts. It drifts gently with the sea water, and crystal clear water drops appear on the sparkling water surface, nourishing our lives.

Two platinum rings, dotted with diamonds, are like crystal tears and will not fall. The hollow part where two circles intersect seems to be a smiling face. Tears when you are happy, laugh when you are sad, it is women who are fickle, and women who are strong!

Gold-making public women

■ Retro style, national style, hippie style

A few days ago, the World Gold Council recently released "Gold Jewelry Fashion 2006", which introduced the three major gold jewelry design trends in the world this year.

■ Retro Sina

In 2006, there was a nostalgic romantic wind in the clothing industry, and retro jewelry design also became the focus of the trend. Designers seek design inspiration from European antique jewelry, emphasize classical and gorgeous romantic modeling, exquisite and meticulous sense of craftsmanship, and finely carve out the trend gold ornaments of "retro Sina". The gold ornaments with this theme are very feminine and elegant, just like those tailored for the nobles and ladies in ancient European courts. The material is mainly decorated with pink precious stones or semi-precious stones, creating a noble and romantic atmosphere.

■ Remote call

The ocean symbolizing freedom and the road to a new world has become a major feature of this theme. Gold ornaments made of small fish, shells and colorful marine symbols have attracted great attention. European and American designers also look for design materials from ancient places full of beautiful legends, such as India, Africa and the East. The mysterious forest has also become the source of inspiration for designers to project their imagination and create dream jewelry. It is worth noting that many gold ornaments created with this theme are matched with colorful stones or other creative materials, bringing out fashionable national gold ornaments full of novel visual beauty.