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many brands embark on overseas expansion Road May of this year, the old Fengxiang of Taylor Jewelry Australia Limited on Old Phoenix Bank Building, Sydney, Australia, the franchise store was formally signed, the Old Phoenix The first franchise store opened overseas, was officially opened in August. Old Chinese as a company with 160 years of history, the Old Phoenix has a very strong brand appeal in the overseas Chinese, equally large groups of business customers. Sydney, reflects the company's attempt to live in Hong Kong and Macao and overseas Chinese gathering the area set point layout strategy, aimed at breaking the old Fengxiang jewelry strong and weak export domestic Old Phoenix is not the first to go out of the country, Chinese jewelry brand, international strategy in the jewelry industry never seems to stop. In November 2002, the tide Acer collaboration with internationally renowned jewelry brand SUNIDA first overseas flagship store opened in Singapore, tide Acer officially move to the international road. In the last few years, Luk Fook Jewellery succession retail stores opened in Canada, the United States and Singapore and other countries; The company said the Mainland and overseas retail jewelry held long pace will accelerate in the future and continue to identify suitable sites for the expansion of the retail network overseas.
Diamond family jewelery brand director Ning Zhenguo also revealed that the the Macau branch will be open during the year, the future is expected in Thailand, Singapore and other cloth points, while strengthening cooperation with overseas institutions on the middle and lower reaches. most shops open in the Chinese zone senior insiders Zhou pointed out that the Old Phoenix as a listed company, will inevitably need new positive information to maintain the stock price, overseas propaganda shop this initiative The significance is far greater than the actual meaning. The the Diamond family brand director Ning Zhenguo also many local jewelry brand does not have the ability to expand overseas, the true meaning of international operations, lies not only in the products from the domestic to the international market, more important is the business vision, business scope, and even the management of water with international standards, is a strategic vision and management quality It is understood that many brands just shop Chinese gathered in foreign countries, the target population is the main local Chinese, both in product design style or management style is no different with the domestic. This practice is actually not really get out of the country, it is difficult in the local mainstream market to competing with the international brand.
Chow Sang Sang Southern Region Deputy General Manager Gu Jiaming, agrees, and he pointed out that the international perspective, re-packaging and marketing their own favor to establish a good reputation in the domestic market, but the image of the significance is greater than the sales sense. Insiders pointed out that the rapid expansion of most local brands in the domestic market and the international market suffered cold dual context, rather than rush with international standards, might as well focus on the domestic market this good job. CTF China, responsible people are more expressly, the Chinese market is so big, the Mainland is the core of the development of the local, The p> statistics, our industry last year, sales reached 250 billion yuan, the jewelry consumer to enter a period of rapid growth. With the rapid increase in affluent groups, is expected to 2015, the sum of the jewelry consumer market in China and India will be flat with the U.S. market, China will become the world's largest and richest potential market.
diamond family brand director Ning Zhenguo: The jewelery brand internationalization save jewelry products, no breed unique cultural connotation, diamonds, platinum, mainly playing alone advertising bombardment, and the star's image endorsement, the probability of success is very small, there can be international momentum and international market appeal, will only short-lived or become the international jewelry market followers. Furthermore, the lack of professional jewelry enterprise performance and immediate behavior is a direct result of the current domestic jewelry brand is difficult to expand. The formation of a good brand not only takes time accumulation, more optimal allocation of various resources, including positioning, personality, culture, and so on, and the brand personality through brand names, product design, product packaging, product promotion, product sales manifested .
industry veteran, Mr. Chen: internationalization strategy should not just overseas shop many Chinese jewelry enterprises internationalization strategy too superficial understanding that in France, Italy, the United States state-owned stores, selling is an international brand. In fact, the way of international strategy should not only be limited to the shop overseas, there are more ways you can try. For example: the integration of the international jewelry resource, so that the majority of Chinese consumers overseas jewelry fashion information, the latest information is passed to the domestic consumers; cooperate with upstream suppliers, to ensure that the price of the product, process advantages; through introduction of international alliances and other famous brands, using their own brand to develop the domestic jewelry market conditions and foreign brands of domestic resources, brand reputation, network, reputation, and so on.
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