Jewelry Survey Report Sample 1:
First, the development of China's jewelry industry
With the rapid growth of the economy, China's jewelry sales in recent years to an average annual growth rate of 15.8% in just a few years, by the former 2000 years, accounting for only 1% of the world jumped to the forefront of the world, second only to the United States, has Become one of the few countries in the world where the annual consumption of jewelry exceeds 10 billion U.S. dollars. 2006 gold production and sales ranked third in the world, diamond consumption ranked in the world's top five, platinum, palladium consumption ranked first in the world. By 2010, China's annual sales of jewelry will reach 270 billion yuan, exports of more than 16 billion U.S. dollars, is expected to become the world's most competitive jewelry processing and consumption centers, but also will become one of the world's jewelry trade center.
Second, the current situation of China's jewelry industry
In 2006, China's total retail sales of gold jewelry consumption has reached 160 billion yuan ($ 21 billion), compared with the first ranked U.S. There is still a large gap between the U.S. According to the U.S. Department of Commerce has just released the preliminary data show that, by the retail price increases boosted by the U.S. in 2006, a strong rise in jewelry sales of 7% to US$63 billion, up from US$58.9 billion in '05. Gold consumption of about 300 tons, platinum consumption of about 35 tons, palladium consumption of about 24 tons, diamond consumption of about 1.3 billion U.S. dollars. Jewelry varieties include gold, platinum, palladium, silver, diamonds, emeralds, colored and semi-precious gemstones, pearls, and other ornaments. And the top three retail varieties are: gold, platinum,
diamond settings. Which gold jewelry consumption has become the world's third largest gold demand market after India and the United States. Platinum jewelry consumption from 2002, has lasted 5 years the world's first, become the world's largest platinum jewelry consumer. Palladium jewelry consumption has been the world's number one since 2003.
Philip, Executive Chairman of GFMS, said that China's platinum jewelry consumption currently accounts for 44% of the world's total, and nearly 70% of the palladium jewelry industry's consumption comes from China. China's platinum and palladium consumption has a huge impact on global supply, demand and prices.
Although China's jewelry industry started late, but the market development space is vast. After China officially became a member of the WTO, the gold jewelry industry, an emerging industry is rapidly converging with the international standards. Under the background of consumption upgrading, China's luxury retail industry, represented by gold jewelry, has entered a high growth channel since 2003. The value of luxury retailers with brand advantages and sales network advantages is increasingly visible. With more than 20 years of development since the reform and opening up, China's comprehensive national strength has been increasing, and its economy has been growing steadily at a high speed. According to figures from the National Bureau of Statistics (NBS), China's per capita GDP has reached US$1,800, with Shanghai and Beijing's per capita GDP exceeding US$5,000. Internationally, there is a gold store for every 7,000 consumers on average, and in Hong Kong it is even higher, with a gold store for every 6,500 consumers on average; while there are only 8,000 gold stores in the Mainland, and even if we only calculate on the basis of 200 million consumers in the developed regions, we have only reached one gold store for every 25,000 people. China's annual per capita jewelry ownership of 0.15 pieces / person, far below the United States 3 pieces / person, Italy 2.5 pieces / person, Japan 2 pieces / person level. Currently in large cities only 55% of the residents have jewelry, small and medium-sized cities this proportion is only 23%, while the eastern part of the countryside is even less, only 17%. With the development of the economy, China's gold and silver jewelry industry has huge space for development. In addition, according to China's population peak forecast, 2009 or 2010 will produce the highest number of wedding pairs in China
.
Third, the jewelry market demand
In recent years, China's jewelry industry has developed rapidly, annual sales from the early 1980s 200 million yuan grew to 160 billion yuan in 2006. China's gold and jewelry industry from a single gold jewelry production has developed into a multi-grade, multi-species, production and marketing coordinated development of the industry. China's gold and jewelry employees from the early 1980s 20,000 people to the current development of about 3 million people, as many as 5,000 production enterprises, of which nearly 500 enterprises annual production and sales amounted to more than 100 million yuan or close to 100 million yuan. Its market demand is divided into the following categories:
1, China's women's jewelry market
According to the mainland authorities on China's women's jewelry market survey, women occupy the largest share of the jewelry consumption market. Currently, the per capita share of women's jewelry in China is less than 5%, while Japan is 68.2%, Singapore 48%, South Korea 68%, Malaysia 47%, Thailand 68%. With the continuous development of the mainland economy and the rapid growth of national income, women's demand for jewelry is increasing day by day. Experts expect that by 2005, China's female jewelry share will increase from the current 5% to more than 55%, strong demand, huge potential, great development value. Visible, China's gold jewelry market can also have 10 times the growth space.
2, China's wedding market
In the future, China's gold jewelry market consumption growth will mainly rely on the wedding, diamond consumption and overseas tourists to China to pull the consumption of three needs. Every year, nearly 10 million couples tie the knot, the consumption generated by the wedding up to 250 billion yuan, even if 5% for the purchase of jewelry, the total amount is also very considerable. 2006-2007 is the year of the wedding, after the experience of 2005, the wedding gold jewelry consumption in 2007 will explode. In particular, the birth rate of up to 21% of the population born in the mid to late 1980s will be in 2007 to 2012 or so into the wedding age, only the wedding gold jewelry consumption on the prospect of considerable.
Fourth, China's jewelry and jade jewelry characteristics of the industrial base
The industrial base is mainly located in: Suzhou Xiangcheng, Jiangsu Donghai, Yunnan Ruili, Shandong Changle, Fuzhou Jinan, Henan Zhenping, Zhejiang Qingtian, Yunnan Tengchong, Liaoning Xiuyan, Guangdong Sihui, Guangzhou Panyu, Inner Mongolia Chifeng, Liaoning Fuxin, Shenzhen Luohu, Zhejiang Zhuji, Guangzhou Huadu. Among them, Shenzhen jewelry processing volume accounted for 70% of the country's share.
V. The overall situation of the gold jewelry industry in Shenzhen
Shenzhen City, the jewelry industry started in the 1980s, from small workshops to professional operations, from OEM processing to create their own brands, from the "scattered soldiers" to the formation of a "group army! "After nearly 30 years of development, it has become the largest jewelry manufacturing and trading center in China, as well as the international information center and procurement center of the national jewelry industry, and is one of the six traditional industries in Shenzhen, and is moving towards the fashion industry. Gold usage accounts for 90% of the annual turnover of gold for jewelry in Shanghai Gold Exchange; diamond usage accounts for 90% of the annual turnover of Shanghai Diamond Exchange; platinum usage accounts for 90% of the turnover of gold for jewelry in Shanghai Gold Exchange. Jewelry production and processing scale, technology, technology, product quality are ahead of domestic counterparts. Shenzhen jewelry has been firmly established as the leading position in the domestic jewelry industry, also has a certain influence and competitiveness in the international arena.
1, Shenzhen jewelry industry development history
Shenzhen jewelry industry development thanks to the reform and opening up, from 1981 to the present, the development of Shenzhen jewelry industry can be divided into three periods.
1981 - 1988, for the start of the jewelry industry in Shenzhen.
1989 - 1996, is the rapid development of the jewelry industry in Shenzhen. 1997 - at present, is the Shenzhen jewelry industry to achieve large-scale, intensive production, enterprises to create a brand period.
Statistics show that, as of the end of December 2008, Shenzhen's registered jewelry enterprises of about 2,300, own brand of about 2,200, of which, jewelry production and processing enterprises accounted for about 41%; jewelry wholesale trade enterprises accounted for about 31%; jewelry retail enterprises accounted for about 10.5%; jewelry packaging supplies wholesale and retail accounted for about 5.7%; jewelry and its supplies design enterprise accounted for about 4.3%;. Other jewelry-related business enterprises (including jewelry equipment production, jewelry maintenance enterprises, professional markets, jewelry appraisal and testing institutions, etc.) accounted for about 7.5%. 2008 industry manufacturing and processing value of more than 60 billion yuan, employing about 120,000 people. Shenzhen jewelry enterprises have been awarded the "Green", "Bajue", "Jiameng", "Starlight", "Yi Dalong", "Zhou Dasheng", "Ansheng Hua" and other 26 Chinese famous brand products, "Zhou Dasheng", "Millennium Star", "Bao Yi", "Baitai", "Jiameng", "Diamond Rhyme" and other 9 Chinese well-known trademarks, as well as 14 famous brand products in Guangdong Province, 12 famous trademarks in Guangdong Province.
2, the status of the jewelry industry in Shenzhen
Now has more than 2,100 jewelry manufacturing enterprises, with a total annual output value of more than 80 billion yuan, accounting for more than 70% of the national jewelry market share, gold, platinum, diamond processing, trading volume accounted for the Shanghai Gold Exchange, the Platinum Exchange and the Diamond Exchange annual turnover of 80% -90% of the total annual exports of 1.2 billion U.S. dollars. The total annual exports of 1.2 billion U.S. dollars.
3, Shenzhen jewelry industry enterprise categories
2006 the end of 2100 registered jewelry enterprises, own brand 2200, of which about 850 jewelry processing and manufacturing enterprises, accounting for about 41%; jewelry wholesale trade enterprises of about 600, accounting for about 31%; jewelry retail enterprises of about 220, accounting for about 10.5%; jewelry packaging supplies wholesale and retail enterprises about 120, accounting for about 5.7%. 120, accounting for about 5.7%; jewelry and its supplies design enterprises about 90, accounting for about 4.3%; other jewelry-related business enterprises (including jewelry equipment production, jewelry repair enterprises, professional markets, jewelry appraisal and testing institutions, etc.) about 120, accounting for about 5.7%; other enterprises about 50, accounting for about 2.3%.
4, Shenzhen jewelry industry brand enterprises
At present, the industry as a whole to obtain the title of China's famous brand-name products, 26, China's well-known trademarks of 6, access to the Guangdong Province, 8 famous brands.
Gold: Baitai, Jade Green, Baofu, Ganlu, Yuehao, Anshenghua
Plated popular jewelry: Yanoxin, Millennium Star, CuiLu, JiMeng, FuLi
Jade: ZhouDaSheng, BaiJue, Zhaoliang, Jindafu, YiDaLong, JingYongHeng, Yafu Inlay: XingGuangDa, BaoYi, DrillYun, Millennium Star, FukKi, JinXiang, ZhouDaJin, Crane
The industry has won the title of Chinese famous brand products.
5, Shenzhen jewelry industry development status
(a), high degree of industrial agglomeration, industrial clusters have been formed
Shenzhen jewelry industry has formed a relatively complete range, fashionable and innovative, chic style,
technology leading multi-brand **** the existence of jewelry product system.
(ii), the industry's manufacturing capacity is outstanding, has become the largest jewelry manufacturing base
Shenzhen jewelry industry's production and processing capacity is outstanding, manufacturing and processing capacity is strong, the management of the refinement of the ability to a high degree of computer design, rapid prototyping, laser welding, laser casting molds, the popularity of network technology and computer management, so that Shenzhen's jewelry enterprises production technology to reach the advanced domestic level. At present, more than 60% of the enterprises in Shenzhen jewelry industry base in the advanced technology and patents to reach the domestic leading, more than 30% of enterprises have independent R & D institutions, 20% of the enterprises production technology, technology has reached the international advanced level.
(C), from having the location advantage of being adjacent to Hong Kong to gradually transform into independent innovation, design and cultural innovation ability to lead the country
In the past, the proximity of Hong Kong has made the jewelry industry in Shenzhen to obtain the rapid development of the "geographical advantage". Shenzhen can learn the international popular design style, new technology and technology, in the style design and trend can be the first time from Hong Kong to understand the international jewelry development of the new trend, learn the international popular design style and new technology and technology, but also can absorb some of the advantages of Hong Kong and other international information. Now, most of the Shenzhen jewelry enterprises in the continuous learning from the basis of independent innovation, the international trend of design styles and excellent Chinese traditional culture Combined with bold breakthroughs, combined with the Chinese jewelry market, lose no time to develop jewelry accessories suitable for the Chinese consumer public. In recent years, especially in the jewelry culture and creativity, there is a big breakthrough, so that the cultural connotation of Shenzhen jewelry and brand influence, the role and status of the jewelry industry in China, increasingly prominent. Such as Baitai company has created a number of industry "first": the first time to improve the flower jig, for gold products, especially hexagonal beads optimization and upgrading, the first successful development of electric casting bracelet; the first flexible bracelet invention; independent research and development of the sand-rolling
machine, the launch of the "Health Jewelry The company is now applying for 8 national invention patents, obtaining 4 utility model patents, 53 appearance patents and 12 copyrights. Based on independent development and innovation, Starlight has more than 20 independent intellectual property rights of high-quality products with invention patents and appearance patents.
(D), many famous jewelry brands, Shenzhen jewelry has formed an industrial brand cluster advantage of the jewelry industry has a catchphrase: the world's jewelry future look at China, China's jewelry now look at Shenzhen. Shenzhen jewelry to exquisite style, exquisite craftsmanship, excellent quality and other characteristics of global reputation.
Shenzhen jewelry enterprises have obtained 26 Chinese famous brand products, 9 Chinese well-known trademarks, as well as 14 Guangdong Province, Guangdong Province, 12 famous brand products, Guangdong Province, famous trademarks. The number and popularity of brands of Shenzhen jewelry enterprises have steadily ranked the leading position in the domestic jewelry industry, and radiated to Europe, America and Southeast Asia.
Shenzhen jewelry industry through the government, industry associations and enterprises *** with efforts to take the lead in making loud and bright "Shenzhen jewelry" regional brand, to achieve Shenzhen from "China's jewelry manufacturing capital" to "China's jewelry design capital" and "China's jewelry design capital". Jewelry design capital" and "China's jewelry brand capital" of the conversion.
(E), the enterprise brand culture has begun to bear fruit
At present, Shenzhen jewelry has been from the past OEM OEM production gradually to the differentiated design, production of their own brand development road, most of the jewelry enterprises have begun to realize the importance of patent protection and intellectual property rights, have embarked on the creation of their own brand, the creation of the brand's cultural connotations, the formation of their own brand. Characteristics.
(F), the government attaches great importance to accelerate the construction of jewelry industry base and regional brand
(G), financing began to diversify
With the development of the jewelry industry, jewelry companies are also gradually sought after by the capital. Shenzhen jewelry regional brand backbone enterprises have to break the family system of management mode, the establishment of modern enterprise management system, to create the conditions for listing, to achieve the optimal allocation of resources. At present, "Fortune International" has been successfully listed on the NASDAQ in the United States, Ya Tianni successfully listed in Hong Kong, Chao Hongji successfully listed on the small and medium-sized plate, Adair has completed the stock market reform and began to accept the listing of counseling and so on. Banks also actively support the development of jewelry enterprises. Shui Bei jewelry sub-branch as the bank's gold jewelry characteristics of the sub-branch, has been with 32 jewelry enterprises to carry out credit business, and Shenzhen jewelry industry in the leading leading enterprises to carry out goods pledged business.
6, Shenzhen jewelry industry, the future development trend
According to industry estimates, the first decade of the 21st century, China's jewelry market will be 10 times more than the end of the last century, reaching 800 billion yuan, and will become the world's gold jewelry consumption and manufacturing production center in 2010. China's jewelry industry is the "world's most promising market" to "the world's largest market" evolution.
(a), the government continues to introduce incentives and measures to make the gold jewelry industry ushered in a more relaxed development environment
After joining the WTO, China's gold jewelry market to further open up the business environment of enterprises continue to improve, and become their participation in the international competition, to improve the competitive strength of the important guarantee.
(ii), the huge domestic consumer market is to promote the development of the gold jewelry industry solid foundation According to statistics, China's various gold jewelry turnover has exceeded 160 billion yuan. According to the international existing statistics method, in the world countries and regions per capita gold possession ranking, Taiwan to per capita 8.6 grams of the first, the United States, Hong Kong for per capita 6.6 grams, mainland China per capita is less than 0.25 grams, the market potential is self-evident. The huge domestic consumer market has become the basis for the development of domestic
gold jewelry enterprises.
(C), China's gold jewelry enterprises have the ability to further expand the international market
China is the world's third largest consumer of gold, the first platinum jewelry market, the formation of a number of well-known jewelry enterprises, China's jewelry industry has a certain degree of competitiveness. Expanding the international share of China's gold jewelry has become inevitable.
(d), the jewelry industry will be integrated with the tourism industry, cultural industries
The jewelry culture, gemstone science and technology knowledge education integration of tourism, leisure, trade and commerce in one, to create a distinctive, culturally profound, prosperous business characteristics of the commercial jewelry development has become a highlight of the consumption of jewelry has become the third largest consumer hotspot for the nation, the development of the jewelry tourism industry is very promising prospects. The prospect of jewelry tourism development is very promising. Its not only the popularization of jewelry culture knowledge, but also tourism, leisure, trade and commerce combined to enhance the taste of the jewelry industry and highlights, but also pull Shenzhen's commercial and trade industry, tourism and leisure economic development.
Today, China's jewelry market is "the world's most promising market" evolved into "the world's largest market". Shenzhen jewelry is "connotation in Shenzhen, outside the world" mind, shaping the high-end image of the regional brand, to achieve further development.
Six, Shenzhen gold jewelry industry, the state of enterprises
The survey shows that: the profit amount of more than half of the enterprises in the following 1 million, more than 5 million enterprises are just a phoenix. Jewelry enterprises in the value of less than 50 million 67%, 50 million - 200 million 20%, 200 million - 1 billion 13%, but the vast majority of the profits of this type of enterprises are less than 3 million.
1, gold jewelry industry characteristics:
capital-intensive industry labor-intensive industry
production links are simple, the flow of funds to a clear industry within the existence of a relatively closed capital borrowing and lending market
2, the classification of the gold jewelry business:
① in accordance with the distinction between the industry segmentation, the gold jewelry business can be divided into: gold gold processing classes Platinum gold processing class inlay class (including colored stone inlay) diamond distribution class other raw materials distribution class
② according to the industrial chain, can be divided into three categories: their own production and processing and terminal retail outlets of the enterprise itself only production and processing, sales to wholesale-based enterprises are not engaged in the production of their own organization of sources of wholesale and retail enterprises 3, the main capital requirements of the gold jewelry industry
The gold jewelry industry, the main capital requirements p> Gold, platinum and other major raw material prices, resulting in the enterprise inventory funds tight seasonal stocking of capital needs
Some enterprises gradually involved in and increase the retail link to increase inputs for the increase in retail outlets and paving the way for the need for funds
4, the main risks of the gold jewelry industry
The main risk of the enterprise is concentrated in the "betting on the gold "
In order to avoid this type of risk, it is recommended to choose the normal operation of the enterprise for three years, the actual controller of the enterprise experience of more than 5 years of business intervention 5, Shenzhen jewelry enterprises registered capital source
62.7% from the private sector and individual, 16.9% from joint ventures, 8.5% from foreign (Hong Kong, Macao and Taiwan). 5.1% from the collective, 5.1% from the collective, 16.9% from joint ventures, 8.5% from foreign (Hong Kong, Macao and Taiwan), 5.1% from the collective, 3.4% from the state-owned, 3.4% from other. 6, the organizational structure of the enterprise
76.8% belongs to the limited liability system, 8.9% belongs to the shareholding system, 7.1% belongs to the processing, 5.4% belongs to the other, 1.8% belongs to the partnership.
VII, Shenzhen gold jewelry industry financial characteristics, production processes and financing 1, financial irregularities
02 years ago, the need to hold the People's Bank of licenses, most of the enterprises using the way of operation of the dependency
03 years the establishment of the Shanghai Gold Exchange, 04 years of the Gold Exchange to open up the trading of platinum, exempted from the import tariffs on gold, platinum, and gradually standardize the gold, Platinum procurement channels
06 Shanghai Diamond Exchange opened, the implementation of the certificate 17% return 13% tax rate policy, with formal procurement channels, most retailers use the approved tax system, purchases do not need to be invoiced, the upstream production enterprises a large number of tax invoices can not offset 2, the production of low peak seasons is obvious
For the majority of the gold jewelry enterprises in the annual 6, 7, August and the middle of October is the low season. Late October for the off-season, for some of the larger volume of foreign orders for enterprises, the off-peak season is less obvious. 3, the source of raw materials for gold jewelry enterprises
(a), gold, platinum and other precious metals source of three kinds: the Shanghai Gold Exchange precious metals providers (smuggled gold) recovery of purified gold
(b), the source of diamonds are mainly two kinds: the Shanghai Diamond Exchange diamonds suppliers.
4, the main production process of gold jewelry enterprises (a), plain gold category:
drawing/pressing piece → folding pressure molding → openwork → grinding → electric gold (b), inlay category:
design → production of silver molds → production of wax molds → mold guiding → molding → inlay → grinding → electric gold 5, financing methods: private lending
inter-enterprise lending (inverted mold factory, diamond) guaranteed loans
the main source of diamonds are two kinds: Shanghai Diamond Exchange diamond suppliers. suppliers) guaranteed loans
Bank loans (warehouse receipt pledge, joint loan and guarantee, goods pledge financing gold, borrowing gold to return the gold introduction of venture capital (Millennium Star) to prepare for the IPO of the enterprise
Eight, the bank investigation methods of the gold jewelry industry 1, gold jewelry industry sales accounting methods)
① headcount method
② inventory authorization method (inventory includes) Showroom inventory and factory inventory, but does not include inventory in the retail outlets)
③ Retail outlets approved method
Usually a single retail outlets store in the amount of 1 million -2 million ranging, the outlets of inventory turnover rate of about 90 days / times - 120 days / times, so its retail sales = 1.5 million × the number of outlets x 3 (conservative calculations). 2, the verification of the inventory < /p>
Inventory of the production plant ------ sampling "enterprise inventory daily in and out of the warehouse list / ledger" to verify the inventory in the showroom of the enterprise ------- sampling "enterprise inventory daily in and out of the warehouse list / ledger" to verify the inventory stored in the enterprise's directly operated retail stores ----- verification of the enterprise's internal ledger, or in accordance with the projected 1.5 million / store
In addition, you can take part in the enterprise through the monthly inventory Verification of enterprise inventory 3, the verification of enterprise accounts receivable and payable accounts plain gold industry: upstream and downstream transactions are mostly cash spot transactions, the longest billing period is generally no more than 7 days, the accounts receivable and payable accounts of the plain gold industry accounted for less;
Tongue & groove industry: the main payable for the payment of the diamonds, the diamond purchases can be 3-6 months billing period; the sale of Tongue & groove industry usually have a certain period of time, usually about 30 days. 4, other accounts receivable and payable accounts
The verification of enterprise accounts payable accounts
The verification of enterprise accounts receivable and payable accounts
As the gold jewelry enterprise other accounts receivable and payable accounts mostly for the short-term demolition of loans between enterprises, the amount of fluctuations, there is a certain degree of difficulty in verifying the 5, other auxiliary investigation information company utility bills original electricity and gold and water expenses payroll
Gold Exchange / Diamond Exchange membership of the Chinese famous brand and other honorary titles IX. Recommendations
Given the above research on gold jewelry enterprises, the Ministry recommends expanding the gold jewelry industry to adhere to the following principles: segmentation of the industry leader in the limited principle
That is, with the production and processing and retail channels of the whole process of the limited principle of the limited principle of the enterprise with its own brand (or Chinese famous brand), the sales channel to improve the limited principle of the enterprise (a) the access standards
(ii) The main investigation focuses on the number of employees
The actual controller credibility and personal assets inventory GSE purchase vouchers utility bills payroll electricity gold water usage
(C) Characteristics of the post-loan management approach
Loans as far as possible limited to the purchase of raw materials from the GSE, the diamond exchange requires companies to maintain a certain amount of funds on a monthly basis through the Bank's clearing account for the purchase of raw materials from the GSE, the diamond exchange
According to the situation of the enterprise, the handling sub-branch will participate in the monthly inventory of the enterprise on a monthly or quarterly basis, and stipulate that the amount of inventory shall not be less than a certain amount
(d) Actively intervene in the financing of the customer's capital market In the process of visiting the customer's capital market, we have found that some of the gold and jewelry enterprises with a strong strength are considering listing on the IPO, and we hope that the bank will attach great importance to this, and strengthen the counseling and guidance for the enterprise's listing in the course of the credit support.
Jewelry Survey Report Sample 2:
First, the jewelry market overview
Relative to other high-end consumer goods, the jewelry industry has its own unique development space. With the rapid development of the domestic economy, the growth of per capita income and the improvement of living standards, jewelry gradually from a few prominent figures in the luxury goods, into the consumer goods of the ordinary people, and the consumer psychology is also gradually from the preservation of value, ownership of the brand, fashion and personality change. My personal opinion, now buy jewelry not only as gifts for others but for their own use, marriage is a major event in people's lives, jewelry in the marriage listing essential, so jewelry is a big market.
Second, the analysis of the jewelry brand
1, Tse Sui Lin
Tse Sui Lin is one of Hong Kong's well-known jewelry brands, good reputation in the industry. I feel in this visit to the Tse Sui Lin store is a modern and gorgeous style, bold use of dark tones, mainly purple tone, showing its noble and gorgeous, unique in the store, unique and unique is very eye-catching, giving people in the eyes of the light. Tse Sui Lin's pricing is on the high side, and there are few discounts. In the design of the product, TSE Griffith grasps the characteristics of high-end consumers stable and mature, in the product to highlight this feature, product design heavy and mature. Jewelry shoppers in general are more enthusiastic, thoughtful, considerate attitude, and dress attire are more sophisticated, easy to let people have a good feeling. However, when looking at the products, I found that the sales staff's nails are a little dirty, although it is just a grid of small details, but I think all the details of the exquisite beauty are taken for granted.
Personally, I feel that the advantages of TSE are mainly in: unique store design style, excellent product craftsmanship, excellent design, friendly and relatively professional service, and good reputation. Shortcomings are mainly in: a slight lack of service details, few products for young consumers.
2, Chow Sang Sang
Chow Sang Sang's store style is good, commodity classification and price display, well organized, at a glance. In-store advertisements are mainly print ads, publicizing their unique designs to catch customers' eyes. Chow Sang Sang's products give me a very special feeling. Chatting with the store assistant, I know that they have their own award-winning brand design in diamond jewelry, which shows their strength, and the shop assistant said that their products are mainly of their own design. In the diamond level of high-quality products less, especially in terms of color shopkeepers to explain this phenomenon, Zhou Sang Sang is the use of bare diamond appraisal, and the company's standards are more stringent than the standards of the State Inspection, they are in the certificate of diamonds according to their own company to produce the certificate. Price discounts are very low, basically no discounts, only for discount cards have discounts.
3, Chow Tai Fook
Chow Tai Fook with a good public brand image, their own quality and credibility of the guarantee, ranked in the industry in the leading position, but also one of the strong rivals of Tse Sui Lin. There is not much publicity and advertisement in the store, and the number of varieties and styles of goods in the counter has an advantage over other brands. Prices are flat rate, basically no discounts. Belonging to the high pricing type, with Chow Sang Sang, Tse Sui Lin pricing belongs to the same level. But in the service piece, I personally feel very bad, the clerk arrogance, give a person a kind of condescending feeling, let a person have a sense of alienation, treat customers differently, may be the feeling that we are not to buy things, to us to show disdainful attitude, let a person disgusted.
Third, personal analysis
Through the table can be seen, we visit the mall is located in the location of the location of the busy, high traffic location, jewelry stores are mainly located in the first floor, a wide range of brands, why is it so? My personal analysis, the location of the busy decision of the flow of people will be very large, so that for the jewelry store traffic is guaranteed, and nowadays people make purchasing decisions, mainly by people's desires and behavior as the most basic determinants. I also found that now the white gold jewelry in the market, especially more jewelry, jewelry, the main consumers are women or for women to buy, and white gold jewelry to temperament and elegant features such as more and more popular with consumers, especially by female consumers, gold is still mainly in the men's jewelry this, in addition, jade jewelry is mainly bracelets and necklaces are mainly nowadays, people for the love of emerald is also greatly increased.
Jewelry is a valuable consumer goods, consumer purchasing behavior is also quite rational, so people will generally patronize 3 or 4 stores before making a decision to buy, for jewelry such a valuable consumer goods, people do not know much about it, how to identify it most people do not know, so that the brand for the purchase of the factors occupying a large degree of the marriage consumption is the main share of jewelry. Share, the Chinese people for the wedding are important, now Valentine's Day is also an important share of jewelry, but in the May Day, National Day, March 8, Mother's Day, and friends and relatives birthday has also become an important time to consume. This time to visit the day is not a holiday, so in the discount is very little, some big brands are not much discount.
Fourth, the summary
Through this market investigation, I learned a lot of knowledge, jewelry marketing not only requires us to marketable products, develop appropriate consumer prices, with appropriate sales channels to consumers, we also need to pay attention to brand publicity, so that consumers through a variety of ways to timely understanding of the enterprise and its products, in recognition of its brand aligned with the product to produce the motivation to buy and purchase behavior. And purchase behavior, most Chinese consumers are greedy for small bargains, so we have to put more effort in the promotion of activities, for each holiday activities, planning activities that can attract consumers to play different gimmicks, so that the sales of its products its road to a great role. In particular, the service is very important, in the training of store staff in this area we should focus on the importance of service consciousness. Market research is very important, we should always be clear about what kind of products on the market by the consumer's favorite, so that the design staff design products to play a great help, so that we can design products suitable for consumers to love.
Thanks to the company to give us the opportunity to visit the market, I will work hard to deal with, and seriously learn, as soon as possible for the company to create benefits.
Jewelry Survey Report Sample 3:
As of the end of 2007, the national industrial and commercial registration of all kinds of jewelry enterprises more than 50,000, more than 3 million employees. Among them, about 40,000 retail jewelry enterprises, more than 1.5 million employees. "Overall, China's jewelry and jade jewelry industry has a large market potential, a good development environment, fast growth rate, there are more problems."
I. Development status:
Since the reform and opening up, with the booming development of China's economy, China has become one of the world's largest light industrial production and processing base, but also one of the world's largest consumer market. Jewelry as a form of public beautification of themselves, the pursuit of material civilization, has long been into the common people's homes, has a huge consumer market. As a kind of high-level artwork, most of the value of jewelry is reflected in its artistic design. In jewelry design, designers will be personal feelings into the work, so that the material, craftsmanship and art of the three highly harmonious unity, and will be a specific image of the process of jewelry that is the art of jewelry design. Jewelry design as a new discipline, in the history of China's arts and crafts has a brilliant history. With the change of history and the progress of the times, jewelry design has been changing its style, absorbing nutrients from foreign cultures and other sister arts. The economic backwardness of modern China had made the art of jewelry design stagnant. With the advent of economic integration and market globalization, the information explosion has led to the diversification of jewelry design styles. China's jewelry design has ushered in a period of prosperity, but, because of the late start of China's modern jewelry design, there are many unsatisfactory places, compared with other art design industry is still in its infancy.
II. Types
At present, jewelry on the Chinese market can be divided into metal jewelry, jewelry and jade jewelry and other types of jewelry.