The construction of the gold jewelry brand industry chain, you need to know these points

Before the country officially proposed to build a unified national market, China's gold jewelry industry has formed a complete industrial structure and industrial cluster of upstream and downstream. The new track of transformation and upgrading can also find the shadow of the gold jewelry industry in all innovative things. The construction of a large unified market in the country has forced a large number of SMEs in the gold jewelry industry to actively meet market challenges, based on innovation development, change new tracks, and open up a new path of sustainable development.

01

Basic classification of gold jewelry industry chain

The construction of the industrial chain is a big topic, especially for the gold jewelry field with many sub -industry chains. Due to the different material attributes and consumer culture, the characteristics of each sub -industry chain are also completely different, such as gold, silver, Hetian jade, and freshwater pearls. China is both the main country of materials and the main consumer of the product. Conditions can be built out of the industrial chain with upstream and downstream coordination; for example, diamonds, colorful treasures, emeralds, and seawater pearls. The materials depend on imports. Although enterprises have formed supporting capabilities in the middle and lower reaches of the market, the core supply chain system is subject to people.

In addition, the more transparent price and high standardization, the more you can form a healthy and stable industrial chain. On the contrary, such as jade, jade, agate, pine stone, coral, amber, these materials have only primary standardization, and the materials are relatively scarce. The upstream materials are speculative, and the second charging is a good business scripture. The industrial chain construction of this kind of sub -industry is relatively lagging. Basically, it does not have a comprehensive supporting conditions for high standardization for big brands.

If the business model is analyzed, the construction of the industrial chain can also be divided into brand industry chain, wholesale industrial chain, online platform industry chain, and frontcourt industry chain.

Brand industry chain

The brand industry chain includes the head brand industry chain and personalized brand industry chain. It is a brand strategy -oriented industrial chain established with upstream and downstream. Its prominent feature is the integration and monopoly of innovative products and high -quality suppliers.

Wholesale industry chain

Most of the wholesale industry chain appears in the form of industrial clusters. Gathering worldwide resources in one place, forming a large -scale mass -based product processing capabilities, and then wholesale to the national market. Usually these clusters will be called the industrial distribution center. Essence Jieyang Jieyang Emerald Jade Processing Wholesale, Henan Zhen Ping Jade Machining Wholesale, Liaoning Fuxin Agate Processing Wholesale, Zhejiang Zhuji Freshwater Pearl Processing Wholesale, Shenzhen Shuibei Gold Jewelry Processing Wholesale, all belong to this type.

Frontcat and backcourt industry chain

The frontcourt industry chain in the front store is extremely common in the non -standardized sub -industry. It is mainly distributed in the opacity of jadeite, jade, agate, pine stone, etc. After the live broadcast, this industry chain has developed unprecedentedly. The traditional frontcat and backcourt customers are limited to the offline traffic of the store, and the live broadcast of the live broadcast is available to the frontcourt traffic on the online line. Leap.

Online platform industry chain

With the rise of the Internet platform e -commerce and live broadcast, in the brand industry chain and wholesale industry chain, the online platform industry chain is differentiated. With the guidance of the e -commerce platform promotion promotion and the lowest price online red live broadcast of the entire network, this industry The historical mission of the chain is to create a national explosive product and related supporting facilities.

Today we focus on the construction and construction of the brand industry chain of the gold jewelry industry in the national unified market. Focusing on brand development is the most direct effect of building a unified unified market in the country, and brand building relies on the development level of the industrial chain. A brand has achieved continuous success in operation. The first hero is the industrial chain. The industrial chain supports it. At the same time, some excellent head brands will also lead the change and evolution of the industrial chain, making the development of the industry always adapt to the changes in the market.

02

Basic features of the gold jewelry brand industry chain

1. Directability

Each brand's daily operation and management requires many suppliers and service providers upstream and downstream to conduct strict division of labor and collaboration. In order to reduce communication costs and time costs, the supplier and service providers are quickly and high -quality services. Core suppliers and service providers will take one -to -one direct cooperation to minimize outsourcing and commission services. This is especially true in the field of product processing and manufacturing. It will reduce unnecessary intermediate links. Organizational capabilities and competitive advantages of marketing. Some strong brands, for suppliers and service providers with core competitiveness and high service efficiency, they will even propose his service requirements, or directly invest in these suppliers and service providers, completely tied to a chariot.

2. Leading

The various competitive advantages released by the brand in the market competition basically come from the fields of innovative resources and leading ideas in their respective professional fields in their respective professional fields. Push again to the market. Therefore, from the perspective of brand dimensions, suppliers and service providers with innovative power, fast response, and strong service awareness are not only the objects of priority cooperation, but also scarce resources. They are partners that can cooperate for a long time. From the perspective of suppliers and service providers, corporate innovation capabilities and team's comprehensive quality are more important than public relations. Although public relations are inseparable, when you have the strength to dialogue with advantageous brands, you can be a big big. The brand's change creates a feasible condition. In the end, you will definitely become the partner they recognize. 3. Compatibility

The compatibility here refers to the coordinated development of the brand's hardware construction and software development. In the early days of development, many brands are mainly based on hardware construction. To make the hardest products, we must occupy the strongest channel, which is almost the firm belief of every initial venture brand. If the growth of different stages of the brand, the initial stage and the primary stage of the growth period, the above development ideas are not a problem. When the brand enters the stage of rapid growth, the construction of hardware can already be cooked lightly, and the expansion is no longer a problem. At this stage, the pressure of brand management and management has quickly shifted to the improvement of product turnover, sales conversion rate, and investment yields. It requires more comprehensive power, and this power is produced by excellent hardware and software. At this time period, a brand of software construction has risen to the same important position as hardware construction. In the period of brand growth, once the software construction is ignored, there is no development of excellent soft system service providers, no matching and compatibility issues of soft hardware, which will have a serious negative impact on the sustainable development of the brand.

03

Existing problems in the construction of gold jewelry brand industry chain

The sustainable growth of an excellent brand requires coordinated development of software and hardware in the industrial chain. At present, most brands of China's gold jewelry industry are strong hardware and weak soft systems, which has become the core issue that affects brand development. Generally speaking, the development of the brand industry chain has five major hardware, namely product R & D, manufacturing, supply chain management, channel development, team building, and operation management. At the same time , Brand culture construction, core competitiveness building. From the perspective of the current head brands, there are not many brands that can achieve coordinated development of software and hardware in the industrial chain. In terms of hardware and software construction, there are one or two outstanding problems. The hardware is the supply chain supply chain Management and team construction, soft systems are the creation of brand positioning and core competitiveness.

1. Supply chain management

In terms of supply chain management, excellent brands will definitely choose an independent and controllable supply chain management model. The advantage of this model is that it can control the quality of the product, product circulation efficiency and after -sales service quality to the greatest extent. To protect consumers' rights and interests, it is also the simplest and most effective way to establish integrity and retain customers in a fierce competition market. The disadvantage of this model is the direct purchase and delivery of a large number of products. Increase a series of management and control processes, which will increase a certain proportion of management fees. Funding, which incurred financial expenses.

At present, most brands with national chain franchise as the core business. In order to save management expenses and financial costs, they have not been able to choose an independent and controllable supply chain management model. The ordering meeting allows suppliers to meet with franchisees directly. Brand companies are only responsible for printed printed printed and confirmed the unified retail price. The advantage of this is that the logistics management expenses incurred in the circulation of gold jewelry and the financial costs of the use of flow funds are borne by suppliers. Undoubtedly, for brand companies, this is an excellent business scripture, and for suppliers, if ordering will be properly organized, product circulation efficiency is high, and the increase in costs is acceptable. Because brand companies have not fulfilled their responsibilities and obligations in supply chain management, there are obvious management loopholes in the product quality control and product traceability of all franchise chain stores.

Protecting consumers' rights and interests is the bottom line of brand development, and it is also a reflection of the brand's own management capabilities. This problem cannot be completely resolved. For brands with thousands of chain stores, the supply chain management is undoubtedly rushing. At the moment when the company's risk exposure of the market terminal is full, and the consumer's awareness of self -protection continues to improve, under the policy environment of building a national unified market, it is willing to invest a certain cost, build an autonomous and controllable supply chain management system for self -containing, controllable and sustainable supply chain management systems. It is the top priority.

2. Team building

What is the biggest problem that affects the innovation and development of the industrial chain to this day? The retailer believes that it is a small consumption, and the manufacturer will believe that it is not fast enough for the development and innovation of the product. The brand chamber of commerce believes that the brand's premium capacity is not strong enough than the head brand. But in fact, the current human resources cannot adapt to the structural transformation of the industry is the biggest problem.

The market is not static, especially after 2020, the Chinese gold jewelry market runs into the era of buyer's market. Although buying and selling is only a word difference, the underlying logic is very different. The core management team must be able to take the lead in conducting structural transformation, let go of traditional management strategies and methods, and actively embrace new knowledge and new tracks. This is a transformation and improvement of knowledge. walk out. There is also a dimension and not optimistic. The human resources of the entire industry's hardware construction can basically match the current needs of the current development. It will be difficult to find. It is precisely because these problems have not been resolved for a long time, and some companies can only passively choose to follow the wind, imitate big names, what to make money, and give up the brand's independent innovation. The flow of talents also has its own laws. Excellent talents will gather to excellent brands. Just like excellent suppliers and service providers, head brands to solve human resources problems will obviously be better than ordinary brands.

3. Brand positioning

When a brand has market size and influence, the logic of brand strategy and money will also change. It is necessary to allow consumers to identify the brand in the shortest time. There must be a set of products that can tell the IP story that triggers emotions. There must be a business or service strategy proud of their peers, and consumers can still accept it after joining the brand premium. In short, you need to express your own distinctiveness to the market, so that the brand is like a person, with thoughts, ambitions, and personality. This is the popular answer to the brand positioning.

At present, most brands of China's gold jewelry industry lack clear and clear brand positioning. The era of Zhouzi and blessings has passed. Where can the new brand construction start? Where to bring the brand? It is a general concern that bosses are concerned about but have no confidence. Under the premise of unclear positioning of its own brand, how to do a good job in front of you can only run behind the big brands and make money first. How long can such a phenomenon go? I am afraid that after the national strategy of building a national unified market in the country, the development of head brands will definitely be added. At this time, if you want to follow, there will be no chance.

4. Core competitiveness build

In terms of core competitiveness, most brands take the ability of channel construction and new product development as the core competitiveness. If this idea is back for twenty years, there is no problem. In the era of buyer's market, the overall core competitiveness created The direction is comprehensive innovation, conducting technological innovation and cultural innovation from the product side, and the protection of intellectual property rights through innovation achievements, and obtaining unique competitiveness for enterprises; Only when the new demand is opened can we hedge the decline in performance caused by the shrinking of traditional demand.

The head decides to act, I can't think about it, I can't keep up with the times. No matter how good industrial innovation, I can only lively for a while. The ancient French gold jewelry has been sold for three or four years, and the manufacturing and marketing of the product has begun to be homogeneous. A new round of internal rolls under price competition have verified this problem again. The core competitiveness is the biggest software engineering of all brand vendors, and it is also a node project for the construction of the industrial chain. This is stagnant. Without the breakthroughs early, there is no power to welcome the upcoming national unified market.

Building a national unified market is a double -edged sword. It is a major good for enterprises that actively adapt to the market logic of the buyer's market, have deep internal skills, and the development of software and hardware are relatively balanced. The development of an enterprise, under the competitive ecology of this round of policy guidance, can only be in a defense, and the probability of operating in continuous decline is very high.

The country began to implement the construction of a unified market in the country. The Chinese gold jewelry industry must be able to comply with the trend and respond quickly. With this rare national strategy, accelerate the improvement and change of the gold jewelry industry chain, accelerate the structural adjustment of the enterprise, and build one to build a with The domestic economic cycle is mainly based on the new era of the Chinese gold jewelry industry in the new era of domestic and international dual cycles.

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