Chow Tai Fook, Zhou Dasheng, Zhou Shengsheng, Saturdays and Saturday ... Why do all the jewelry brands have "Zhou"?

Photo by Zhang Chao, a Fu Jewelry Store on Saturday

Yangcheng Evening News all -media reporter Xu Zhangchao intern Xu Jiayan Xiao Jinlan

Zhou Dafu, Zhou Dasheng, Zhou Shengsheng, Saturday Fook, Zhou Yan, Zhou Dajin, etc. In the shopping mall, a batch of jewelry brands named after "Zhou Moumou" were "rushed out". The "Zhou surname" in the jewelry industry comes with a halo, but it makes the jewelry Xiaobai stupid. So, is these jewelry brands "hitting the surname" purely coincidental or another picture? What is the difference between the four more famous "Zhou surnames" jewelry brands? Can domestic jewelry brands build a brand effect by "hitting the surname"?

"Zhou surname" jewelry brand does not have "relative relationships"

According to the data of "2022 Hurun China Jewelry Brand List" released by the Hurun Research Institute, the "Zhou's" jewelry brand is the first place in the Chinese jewelry brand in the Chinese jewelry brand. , Eighth and Thirteen, Zhou Dajin and Zhou Jinsheng entered the top 50. Among the six "hitting surnames" jewelry brands, only the founders of the three jewelry brands of Zhou Dafu, Zhou Dasheng, and Zhou Shengsheng are the real surname Zhou.

From the perspective of the establishment time, Zhou Dafu can be traced dates of the "Zhou Dafu Jinxing" founded in Guangzhou in Guangzhou in 1929. Zhou Shengsheng developed from the "Zhou Shengsheng Jinpu" founded by Zhou Fangpu in 1934. The surname is not related to relatives; in contrast, Zhou Dasheng, Saturday Fook, Zhou Dajin, and Zhou Jinsheng appeared later. The four jewelry brands were established in 1999, 2004, 2006, 2005. It can be seen that there is no special "relative relationship" between the "Zhou surname" jewelry brand.

Different "Zhou" jewelry brands with similar brand names often fall into trademarks and copyright disputes. According to media reports, in 2002, Zhou Dafu once sued a Shanghai company behind Zhou Dajin to court; in 2012, the Hong Kong Saturday Fook Jewelry International Group claimed Zhou Baifu to infringe the trademark right, and Zhou Baifu argued that the other party's copycat Zhou Dafu; Saturday Fook Jewelry Co., Ltd. was sent to court.

Why do domestic jewelry brands love surnames "Zhou"? According to industry insiders, this brand naming method is actually the "Magnar brand". In the process of Chinese jewelry industry from processing manufacturing to brand creation experience, the "Magnar brand" model is more likely to attract attention and create topics. It is more like one in nature. The marketing strategy rather than brand shaping. At the same time, the jewelry brand has named the "Zhou surname" also reflects the huge market of the jewelry industry.

"When young friends around you buy jewelry, you will recommend buying Zhou Shengsheng. It feels that its design is more in line with the aesthetics of young people. Like its zodiac series transsing beads, it will be on fire for a while, but I am actually not very different from these surnames' '' '' The difference between Zhou 'Jewelry, "Ms. Hang, a citizen of Guangzhou.

"Zhou's" jewelry grabbing the beach and sinking market

The "2021 China Jewelry Industry Development Report" by the China Jewelry Jewelry Industry Association shows that according to sales, the total scale of the Chinese jewelry market in 2021 jumped to a new level of 720 billion yuan. The Matthew effect is increasingly prominent, and the way to seize the market share through the opening of the offline store's "horse race land" is still an important strategy for the market expansion of the listed company of the head jewelry.

Among the "Zhou surnames" jewelry brand, Zhou Shengsheng was listed on the Hong Kong Stock Exchange in 1973, becoming the first jewelry company in Hong Kong. In 2011, Zhou Dafu was listed on the main board of the Hong Kong Stock Exchange. List. After Zhou Dafu, Zhou Shengsheng, and Zhou Dasheng's three jewelry brands were listed, Saturday Fook Jewelry Co., Ltd. pre -disclosed the prospectus in July this year. After the IPO of the 2020s was not passed, it was again again.

According to the data of Zhou Dafu, Zhou Shengsheng, Zhou Dasheng Annual Report, and the prospectus of Saturday, in terms of turnover, Chow Tai Fook achieved a turnover of HK $ 98.938 in fiscal year, an increase of 41.0%year -on -year; Zhou Shengsheng achieved operating income of Hong Kong dollars in 2021, an increase of 46.61 year -on -year, a year -on -year increase of 46.61 %; Zhou Dasheng's main income of the company in 2021 was 9.155 billion yuan, an increase of 80.07%year -on -year; Saturday Fu achieved operating income of 2.829 billion yuan in 2021, an increase of 35.91%year -on -year.

In terms of net profit and gross profit margin, Chow Tai Fook realized the net profit attributable to the parent company of HK $ 6.712 billion, an increase of 11.38%year -on -year, and a gross profit margin of 23.4%. %; Zhou Dasheng achieved net profit of 12.25 billion yuan, an increase of 20.85%year -on -year, and the gross profit margin was 27.31%. Saturday was 429 million yuan in net profit, an increase of 11.33%year -on -year, and the gross profit margin was 34.92%.

In the past two years, under the background of the slowdown in the jewelry industry's growth and the impact of the epidemic, major jewelry brands are deploying sinking markets. When the reporter sorted out the store data from the above -mentioned jewelry brand reports, it was found that the four "Zhou surnames" jewelry brands of Zhou Dafu, Zhou Shengsheng, Zhou Dasheng, and Saturday were all expanding in the domestic jewelry market. Data from net profit, the mid -to -high -end enterprises of jewelry brands obviously obtain revenue increase through seizing the sedimentary market.

As of March this year, the total number of Fook stores on Saturday was 5,902, of which 5,757 were in Mainland China, with a net increase of 1,312. As of last year, the total number of Zhou Shengsheng stores was 872, of which 775 were in Mainland China, with a net increase of 122; the total number of Zhou Dasheng stores was 4502, of which 4,264 franchise stores and 238 self -operated stores; 3694, net increase of 88. Photo by Liu Jianing, Zhou Jinsheng Jewelry Store

Brand upgrade urgently needs to "create a brand"

Lao Fengxiang with a clear "Haipai culture" and "sea style", which was labeled with the "new Chinese" and "tide brand" label, leading the new trend of the scene style and jewelry. In recent years, with the rapid iteration of consumers For changes, the jewelry market is also rapidly adjusting and adapting to different consumer demand for brand building. How can the Chinese jewelry brand with e -commerce live broadcast and Guochang New Consumption, how can we shift from the "Bang Named Brand" of the "Crossing Surname" to "Creating Famous Brands" to seize the international market?

"Domestic jewelery wants to open up overseas markets. The most basic thing is to improve the quality of products and improve jewelry processing capabilities. Then there is cultural value and brand value. It is necessary to let your products have stories. At the same time, these stories must be recognized by foreign markets. Zhang Yi, CEO and chief analyst of Ai Media Consultation. Zhang Yi said that the added value of jewelry is relatively high, so it is necessary to pay special attention to its brand building, and the behind the brand is supported by the production process and derived cultural value.

Yuebao Golden Analyst Song Jiangzhen emphasized that the overseas market of jewelry industry should start from art, technology, design and other links. Some jewelry with national characteristics may not be able to open the international market so smoothly. There is also a big gap between the international big name. "Many domestic jewelry products are relatively similar, not unique. The independence of this jewelry art takes time to slowly operate." Song Jiangzhen said.

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