1 thought on “Pingling Jewelry is the next generation of treasures”
Celia
Shen Dongjun Belgium national ritual, Berlin Film Festival designated jewelry, the "Shenzhou VII" astronauts to make space, the president was invited by the Belgian king, and was invited by the then president of Germany to go to the presidential palace as a guest ... These labels are collected together On a brand. . She is a psychic jewelry, about 300 specialty stores across the country, sales of more than 1 billion yuan per year, and the leading brand of Chinese jewelry. President Shen Dongjun believes that the most important thing for shaping the jewelry brand is to find positioning, marketing, and innovative products. 1. Cross -generation positioning, improve the continuous contribution rate The marketing master Mr. Philip Cottler once emphasized that there is only a successful strategy, that is, carefully positioning the target market. The jewelry consumption is not too long in China, but the development momentum is very rapid. According to data, in 2011, my country's jewelry market sales exceeded 380 billion yuan. If the early domestic jewelry consumption pays more attention to prices, value preservation and other factors, the emotional value factors of high -end consumer products are now more and more focus on attention. That is, customers are more concerned about the enjoyment of status, identity, emotions, and artistic conception that consumer jewelry can get. So what kind of customer emotional needs are satisfied, and how to find brand positioning is essential. The brand positioning of domestic jewelry companies currently has two problems, either too much attention to functional demands, or emotional demands too empty. Functional demands are difficult to achieve continuous customer sales, and empty emotional demands are difficult to evoke consumers' profound recognition. At present, most jewelry brands are still positioned in the wedding market, but most of the wedding rings are one -time consumption. Enterprises need to continuously develop new customers. There is a basic cognition in marketing. The cost of developing new customers is 5 times that of the cost of maintaining old customers, and 80%of the profit of enterprises comes from the repeated purchase of 20%of old customers. 2012 Mid -National Jewelery and Jade Shouchu Yearbook The brand positioning of "Costing for the next generation" is different. Chinese culture attaches great importance to the inheritance of the next generation, the inheritance of wealth, the inheritance of the spirit, and the inheritance of feelings. The brand positioning of psychic jewelry can be said to accurately grasp the emotional needs of consumers' attention to inheritance. When customers enter the psychic jewelry franchise store, the selection of jewelry has been transformed from pure purchase to long -term emotional collection. President Shen Dongjun said: "The brand must be the real estate of consumers' dreams, especially the luxury brand, otherwise there will be no value." The baby is left to the child. This is a inheritance, an emotional thought, and the psychic jewelry becomes my complex. " From the perspective of marketing data, this position of the psychic jewelry not only won the position of the psychic jewelry not only won Consumers 'profound brand identity has successfully increased customers' continuous contribution rate. The data shows that the continuous contribution rate of the customer's jewelry has performed well. The conversion rate of customers' 4 to 5 times is as high as 60%, and the average interval is less than 150 days. 2. Authoritative endorsement, increase brand reputation M luxury brand and celebrities who enjoyed her are always inseparable. In the past few years, domestic jewelry marketing focused more on promotion and gifts. These marketing methods can only increase sales in the short term, cannot continue to attract customers, and do not allow customers to form a sense of recognition of the brand. In recent years, more and more jewelry brands have begun to learn from international experience and enhance brand image through celebrities. 2009 The first time the pink jewelery joined the Berlin Film Festival, and then became the only designated jewelry in previous Berlin Film Festival. Through the Berlin Film Festival, the psychic jewelry brand not only entered a broader world stage, but also received the appreciation and recognition of many celebrities and businessmen, film and television stars. The then President Christian Woolf, the then President of Germany, expressed his gratitude to the President of Pingling Jewelery Shen Dongjun and thanked Tongling Jewelry for his support and contribution to the Berlin Film Festival. The chairman of the Berlin Film Festival Ditte Cosrik praised the psychic jewelry as "one of the most beautiful diamond accessories in the world" and during the "Blue Flame" diamond anniversary of the "Blue Flame" of the psychic jewelry, he personally went to the Belgian Embassy in Germany in Germany. Blow out of the birthday candle for it. Excellent marketing has made the brand's brand influence in recent years. In 2011, the Belgian MAS Museum designed five exclusive marks for psychic jewelry and permanent collections. Shen Dongjun, president of the psychic jewelry, was also cordially met by the King of Belgium and the queen. In a series of authoritative endorsements, the psychic jewelry successfully shifted consumer's attention to celebrity celebrities to the attention of the psychic jewelry brand. Through this love house and black emotional effect, the brand awareness and reputation of psychic jewelry have been fully improved. 3. Patented products have formed absolute differentiation At present, the brand value positioning is inaccurate, and the product lacks personality and temperament. The brand war and channel wars set off by the brand are also becoming a lingering nightmare. 2012 Mid -National Jewelry and Jade Tripping Yearbook Different from other brands, Pingling Jewelry has early cutting the product to shape the characteristics of differentiated brands. In 2009, the "blue flame" diamond, which symbolizes the revolutionary progress of the world's diamond cutting, was released in the former residence of the famous oil painting master, as the milestone of the Diamond Cut Revolution, and was collected by the Permanent Pavilion in the Belgian Diamond Museum. This diamond has 89 -sided work, which can release a brighter blue fire. Therefore, when it came out, it caused a huge sensation in the global jewelry industry. After obtaining the exclusive sale right of the "Blue Flame" diamond, the psychic jewelry obtained the "blue flame" diamond cutting patent right, pushing its products to the extreme. 2012 Mid -National Jewelry and Jade Tripping Yearbook If the product is the flesh and blood of the jewelry brand, then the design is the soul of the product.在国内很多其他珠宝品牌还在肆意抄袭国外流行珠宝款式时,由通灵珠宝全球设计顾问安德烈·拉瑟里原创设计的高级定制“红毯”系列珠宝早已经风靡各大电影节,成为Zhang Ziyi, Zhao Wei, Ni Ni, Zhang Yuqi and many other stars' red carpet options. At the same time, Andre Rosei perfectly integrates the core concept of the brand in the product design. The "love to pass through time and space" series of lingering jewelry wedding is made of two beautiful diamonds inlaid from the same diamond billet. And calculations, the probability of about 100 middle schools can meet such rigorous requirements. The pure love of "two diamonds and the same pair" is also carefully designed by Andre Rosei to commemorate the eternal love of his wife's virginity. Essence The high -end collection "museum" series launched in 2011 has absorbed the inspiration elements newly built in the MAS Museum of Antwerp, Belgium, and successfully created a luxurious jewelry experience with a sense of historical and deep. I unique patented products have formed a distinctive brand differentiation with other brands. While meeting consumers' unique consumer emotional needs, its brand is naturally engraved in the minds of consumers. In the positioning, marketing, and innovative products. In the fierce market competition, psychic jewelry has formed a set of self -made emotional marketing unique skills. In the final analysis, the basis of luxury marketing is whether you can bring unique emotional feelings to consumers. For many domestic jewelry brands, this requires particular thinking and breakthroughs, and the beliefs of psychic jewelry brought customers "collecting for the next generation" have undoubtedly gone at the front end.
Shen Dongjun
Belgium national ritual, Berlin Film Festival designated jewelry, the "Shenzhou VII" astronauts to make space, the president was invited by the Belgian king, and was invited by the then president of Germany to go to the presidential palace as a guest ... These labels are collected together On a brand.
. She is a psychic jewelry, about 300 specialty stores across the country, sales of more than 1 billion yuan per year, and the leading brand of Chinese jewelry. President Shen Dongjun believes that the most important thing for shaping the jewelry brand is to find positioning, marketing, and innovative products.
1. Cross -generation positioning, improve the continuous contribution rate
The marketing master Mr. Philip Cottler once emphasized that there is only a successful strategy, that is, carefully positioning the target market.
The jewelry consumption is not too long in China, but the development momentum is very rapid. According to data, in 2011, my country's jewelry market sales exceeded 380 billion yuan. If the early domestic jewelry consumption pays more attention to prices, value preservation and other factors, the emotional value factors of high -end consumer products are now more and more focus on attention. That is, customers are more concerned about the enjoyment of status, identity, emotions, and artistic conception that consumer jewelry can get. So what kind of customer emotional needs are satisfied, and how to find brand positioning is essential.
The brand positioning of domestic jewelry companies currently has two problems, either too much attention to functional demands, or emotional demands too empty. Functional demands are difficult to achieve continuous customer sales, and empty emotional demands are difficult to evoke consumers' profound recognition. At present, most jewelry brands are still positioned in the wedding market, but most of the wedding rings are one -time consumption. Enterprises need to continuously develop new customers. There is a basic cognition in marketing. The cost of developing new customers is 5 times that of the cost of maintaining old customers, and 80%of the profit of enterprises comes from the repeated purchase of 20%of old customers.
2012 Mid -National Jewelery and Jade Shouchu Yearbook
The brand positioning of "Costing for the next generation" is different. Chinese culture attaches great importance to the inheritance of the next generation, the inheritance of wealth, the inheritance of the spirit, and the inheritance of feelings. The brand positioning of psychic jewelry can be said to accurately grasp the emotional needs of consumers' attention to inheritance. When customers enter the psychic jewelry franchise store, the selection of jewelry has been transformed from pure purchase to long -term emotional collection. President Shen Dongjun said: "The brand must be the real estate of consumers' dreams, especially the luxury brand, otherwise there will be no value." The baby is left to the child. This is a inheritance, an emotional thought, and the psychic jewelry becomes my complex. "
From the perspective of marketing data, this position of the psychic jewelry not only won the position of the psychic jewelry not only won Consumers 'profound brand identity has successfully increased customers' continuous contribution rate. The data shows that the continuous contribution rate of the customer's jewelry has performed well. The conversion rate of customers' 4 to 5 times is as high as 60%, and the average interval is less than 150 days.
2. Authoritative endorsement, increase brand reputation
M luxury brand and celebrities who enjoyed her are always inseparable. In the past few years, domestic jewelry marketing focused more on promotion and gifts. These marketing methods can only increase sales in the short term, cannot continue to attract customers, and do not allow customers to form a sense of recognition of the brand. In recent years, more and more jewelry brands have begun to learn from international experience and enhance brand image through celebrities.
2009 The first time the pink jewelery joined the Berlin Film Festival, and then became the only designated jewelry in previous Berlin Film Festival. Through the Berlin Film Festival, the psychic jewelry brand not only entered a broader world stage, but also received the appreciation and recognition of many celebrities and businessmen, film and television stars.
The then President Christian Woolf, the then President of Germany, expressed his gratitude to the President of Pingling Jewelery Shen Dongjun and thanked Tongling Jewelry for his support and contribution to the Berlin Film Festival. The chairman of the Berlin Film Festival Ditte Cosrik praised the psychic jewelry as "one of the most beautiful diamond accessories in the world" and during the "Blue Flame" diamond anniversary of the "Blue Flame" of the psychic jewelry, he personally went to the Belgian Embassy in Germany in Germany. Blow out of the birthday candle for it.
Excellent marketing has made the brand's brand influence in recent years. In 2011, the Belgian MAS Museum designed five exclusive marks for psychic jewelry and permanent collections. Shen Dongjun, president of the psychic jewelry, was also cordially met by the King of Belgium and the queen.
In a series of authoritative endorsements, the psychic jewelry successfully shifted consumer's attention to celebrity celebrities to the attention of the psychic jewelry brand. Through this love house and black emotional effect, the brand awareness and reputation of psychic jewelry have been fully improved.
3. Patented products have formed absolute differentiation
At present, the brand value positioning is inaccurate, and the product lacks personality and temperament. The brand war and channel wars set off by the brand are also becoming a lingering nightmare.
2012 Mid -National Jewelry and Jade Tripping Yearbook
Different from other brands, Pingling Jewelry has early cutting the product to shape the characteristics of differentiated brands. In 2009, the "blue flame" diamond, which symbolizes the revolutionary progress of the world's diamond cutting, was released in the former residence of the famous oil painting master, as the milestone of the Diamond Cut Revolution, and was collected by the Permanent Pavilion in the Belgian Diamond Museum. This diamond has 89 -sided work, which can release a brighter blue fire. Therefore, when it came out, it caused a huge sensation in the global jewelry industry. After obtaining the exclusive sale right of the "Blue Flame" diamond, the psychic jewelry obtained the "blue flame" diamond cutting patent right, pushing its products to the extreme.
2012 Mid -National Jewelry and Jade Tripping Yearbook
If the product is the flesh and blood of the jewelry brand, then the design is the soul of the product.在国内很多其他珠宝品牌还在肆意抄袭国外流行珠宝款式时,由通灵珠宝全球设计顾问安德烈·拉瑟里原创设计的高级定制“红毯”系列珠宝早已经风靡各大电影节,成为Zhang Ziyi, Zhao Wei, Ni Ni, Zhang Yuqi and many other stars' red carpet options. At the same time, Andre Rosei perfectly integrates the core concept of the brand in the product design.
The "love to pass through time and space" series of lingering jewelry wedding is made of two beautiful diamonds inlaid from the same diamond billet. And calculations, the probability of about 100 middle schools can meet such rigorous requirements. The pure love of "two diamonds and the same pair" is also carefully designed by Andre Rosei to commemorate the eternal love of his wife's virginity. Essence The high -end collection "museum" series launched in 2011 has absorbed the inspiration elements newly built in the MAS Museum of Antwerp, Belgium, and successfully created a luxurious jewelry experience with a sense of historical and deep.
I unique patented products have formed a distinctive brand differentiation with other brands. While meeting consumers' unique consumer emotional needs, its brand is naturally engraved in the minds of consumers.
In the positioning, marketing, and innovative products. In the fierce market competition, psychic jewelry has formed a set of self -made emotional marketing unique skills. In the final analysis, the basis of luxury marketing is whether you can bring unique emotional feelings to consumers. For many domestic jewelry brands, this requires particular thinking and breakthroughs, and the beliefs of psychic jewelry brought customers "collecting for the next generation" have undoubtedly gone at the front end.