How should jewelry products win the battle of brand?

Sept. 14, 2012 - PRLog -- After the Financial storm and crisis, global economy showed signs of picking up, a series of words with great impact, such as protecting against the cold, clearing away tiredness, breaking out of an encirclement, and living through the winter and so on, are still not out of the vision of jewelry business(http://www.follous.com). Faced with the coming or ongoing industry reshuffle competition, which path should we decide to follow?
   “Everybody is aware of our current economic situation. In Asia, the last financial crisis still remained fresh in people's memory. In those years, we found that people are more willing to spend on special commodities, especially on those prestigious and charismatic products which people feel good.” as Sarah·Ralston,  fashion director of Hongkong Lane Crawford department store remarked, when facing the crisis once again, consumers will very naturally choose the branded in the purchase of jewelry as a semi-necessity.
   At present, homogenization is a major issue in the jewelry industry.
   Compared with those in foreign countries, pearl jewelry(http://www.pearljewelrychina.com) industry in China started very late, mainly in the form of family workshop and small-scale jewelry enterprises of production does not have the concept of "brand".
   As we all know, design is the core of jewelry production, and to establish a professional design research and development institution will consume huge manpower and financial capacity, which general small- and medium-sized enterprises can not bear. Therefore, they adopted the" imitation" manner, which can also win the favor of consumers without costly investment in research and development, and gain the enormous market share.
   “Made in China" topped on China the hat of super imitation power, for with the model of any goods or any brand, the Chinese could imitate and create “copycat" edition, even to no difference with genuine quality.
   Therefore,bridal jewelry (http://www.bridaljewelrychina.com)  made in China, of high quality and inexpensive is often preferred by foreign market, which is also the advantage of extroversion jewelry in China.
   However, the shortcut—the trend of imitation put the jewelry industry in huge risks. As a result of slavish copy in China’s jewelry industry, there appeared the tendency of serious homogenization. Due to the lack of core design patent and of core brand, the jewelry industry can only rely on production for profit and develop the low-end market at home and abroad in the mode of small profits. Consequently, in order to strive for more market share, price becomes their main means of marketing. But such marketing method resulted from homogenization, caused a series of chain reaction in financial storm. Contradiction between the thinking formula of " cheap and simple, small profits and quick turnover" and sharply declining market share of foreign markets is gradually deepening, making these enterprises having no other choice but to drive down prices again. However, issues such as rising raw material prices, rising labor costs, and the advance of RMB exchange rate, have almost squeezed the profit space of these enterprises, resulting in prices touching the lowest point, and Jerry emergency measures make many enterprises lose the trust of original customers. Due to the lack of core competitiveness, China's jewelry industry is in faced with the severe challenge from market.
   Take art design as the life of a brand
   We can say, it is now in the era which emphasizes quality, and stresses "eyeball economy" with character. Thus, the homogenized products have become unable to meet consumers' demand, and a series of problems caused due to the lack of brand competitiveness also make us realize, there have no time to delay in making a brand.
   However, a brand can not be formed for a short duration of time, so how should we make a brand, and how to win a good brand warfare?
   Art design is the life of a brand. In eyeball economy, only through presenting products’ unique charm visually to attract consumers, and incite their desire to purchase, will they keep a deep memory of this kind of unique product. It can be said that, only with unique products can you gradually form your own brand. After the precipitation of time, even if your product is mixed in other products, consumers can immediately single yours out.
   Integrate the connotation of the brand into products
   Take SWAROVSKI as an example, in terms of the material attribute, she should be classified into the man-made jewelry, arguably not comparable with some jewelry brands which boast exquisite design and excellent craftsmanship, and use gold and natural gems as material. However, surprisingly, her market efficiency and influence on the market is making those natural jewelry brand stunning.   
   Why can SWAROVSKI gain such success?
   In addition to the crystal cutting technology handed down from generation to generation, its brand connotation for hundred of years can not be ignored. Just Like the holy, elegant swan on the trademark, by combining the pure characteristic of crystal, SWAROVSKI integrates its purity, elegance, and beauty perfectly into the product brand, and has delivered a unique philosophy of brand and way of life, as a result, it still shines though after hundred of years.
   Such a successful case tells us, in the competition of brand, the material has been in the second place. How to refine one’s own brand connotation, and how to fuse a brand and its products are issues current jewelry enterprises should consider.
   Good wine is also afraid of the deep alley, and brand promotion is indispensable.
   We have an old saying called" Good wine needs no bush", but in today's fierce competition of jewelry market, only with good wine is not enough. Customers should be informed of our products as soon as possible. Therefore, we need to promote the brand.
   As Cheng Junyi mentioned in the book named Economics of Love, if the brand is a costumed babes, then advertising is the sheep’s eyes she casts. As for The jewelry industry, to do brand promotion is to conduct propaganda energetically.
   Nowadays, advertising is the major promotion means of most product brands. However, for some small- and medium-sized enterprises, television and newspaper media advertising ask so much that they cannot necessarily afford. Even if affordable, it may not necessarily achieve very good propaganda effect, therefore, the network media with relatively low cost has become the first choice.   
   Low cost is merely a secondary cause for choosing the network media. In fact, in today's era of network big bang, the network media has a larger customer base than the traditional means of propaganda such as television, newspapers etc. According to incomplete statistics, at present China has 0.4 billion Internet users. Irrespective of foreign Internet users, such huge customer base can definitely make advertising to achieve twice the result with half the effort. The China jewelry website, founded in 2002, has access to honors of "the most valuable prize of clothing website" and “the top 100 e-commerce website of industry”. By virtue of its influence as the only portal website in the domestic jewelry industry, and its large customer resources group accumulated for years, it can absolutely become the first choice when jewelry enterprises do advertising.    
   “Whoever has occupied the famous brand highland of domestic jewelry will be in the grasp of the market power of discourse in the future market.” Mei Jianmeng, general manager of the China jewelry website had once remarked. Yes, in the new round of the industry reshuffle, we should not only slowly getting rid of the traditional profit-making pattern of "money for money" and the impression of " heel" relying on imitation, but also formed a marketing mode of creating high profits with brand extra value.