In recent years, the development of the jewelry industry has attracted much attention. For consumers, a wide variety of home accessories has become a necessary component for improving the quality of life. For the merchants, the potential for huge consumer demand is gradually emerging, which is where the market opportunity lies.
Zara, H&M, Hermes, Lane Crawford and other clothing brands are also doing cross-border home products. In recent years, they have been pushing home furnishing stores in major cities in China. There are also many home-selling stores in Guangzhou, such as HI Department Store, Life Jingyan, and Rotary Wood Home. There are also e-commerce platforms for home accessories such as Youjipin.com and Lifu Home.
The surface has been rising to the sun, but there are many brands in the industry who have closed the store and repositioned their positions. The stable and strong brand has not yet appeared. This piece of jewelry in the jewelry industry does not seem to look so fragrant.
The impact of online shopping channels poses a challenge to the home goods industry
As a Guangzhou consumer, in recent years, you can clearly feel that the number of home goods stores are increasing. Not only are the major home stores increasing the category of home products, but many home stores have also emerged in department stores. However, while new brands are entering the market, some home stores have quietly closed after two or three years of maintenance. They have to be questioned: Has the era of Chinese consumer consumer goods really arrived?
Ni Na, general manager of Rotary Wood Home, said in an interview with the New Express reporter that positioning as a jewelry brand is crucial. From the examples of closed doors in the Guangzhou market, the unclear market positioning is a big reason. Take a brand that has already closed the store as an example. The brand is mainly based on fashionable and creative imported products, but it is mixed with domestic products with relatively low quality, cheaper price and less prominent design, which makes the positioning of the whole brand unclear. In addition, the display of the products and the location of the store are not well matched to the target group, and sales are naturally unsustainable.
At the same time, she also said that the impact of e-commerce channels on the jewelry industry is not small. Many imported products in the market are not exclusive agents, and there is no strict control over the channels. On some e-commerce platforms, you can often find the same type of products as offline, and have a strong price advantage. The inability to form a brand differentiation and low cost performance is also a cause of difficulty in selling online home products. "If jewelry companies want to develop, they must have sufficient control over the e-commerce channel to avoid the same type of competition."
Positioning high-end consumer groups and doing cultural exchange platform
“I think the era of Chinese consumer goods consumption has arrived.†Ni Na said that consumers in big cities in China have already reached the level of social needs and respect for demand. Some people have higher requirements for quality of life, and many High-end consumer groups will go abroad and Hong Kong “moving†a set of home products.
“Beijing and Shanghai have already opened some high-end home brands, and the market's consumption power is not weak.†Ni Na said that Guangzhou is not without high-end demand. “We have done data surveys, and there are more than 10,000 households in the eastern district of Shanzhu New Town. Moreover, the average price of real estate is high enough to have sufficient purchasing power for household consumption.†She said that the reason why Rotary Home is located in Guangyue Tiandi It is also based on such a market background.
In fact, Guangzhou has always had high-end products. For example, the Friendship Store will have some glass, glass display, high-end tableware, etc. Hermès Home is also opening a store in Taikoo Hui. “But overall, the market is still dominated by fashionable and creative home products, while the positioning of classics and the inheritance of cultural history are relatively few.†Ni Na said that Rotary Wood’s positioning of high-end consumers is not only to provide high-quality home products. I want to provide a cultural experience. Unlike department stores, Ni Na hopes that consumers will have more cultural experiences in the process of purchasing home products. Therefore, when selling wood products, Xuanmu Home is more inclined to share brand stories and share brand heritage with consumers. "In the future, I hope that, like the party, we will not only sell products, but also provide a platform for cultural exchanges, so that more people can feel the beauty of life."
European and American department stores have a family department, and jewelry is designed as a trend.
The reason why I chose to embark on the jewelry industry is related to Ni Na’s personal experience. She said that her mother likes to collect all kinds of porcelain tableware, and she likes to play with all kinds of home accessories. When I grow up, I go to the UK to study. The favorite thing is to visit the family department of major department stores.
"European and American friends' homes are almost full of various household items." Ni Na said that we usually have disposable cups in our homes, while foreign families rarely see disposable tableware, and the average family will prepare several sets of porcelain to entertain. Guests, even some porcelain, can be handed down. They think this is a basic etiquette and a way of life.
The output value of China's furniture industry has reached 200 billion, but domestic consumption is less than 20 billion yuan. Most of the household goods are used for export, and there is no trend of household consumption. In contrast, in foreign countries, buying household goods has become a consumption habit. There are almost all department stores in Europe and the United States, and there are many small shops on the street. The market consumption is very stable. In addition, the foreign jewelry industry is gradually forming a design trend, the fashion industry has a spring and autumn fashion season every year, the jewelry industry will follow the fashion footsteps, such as this year's popular metal color, brass, logs and other elements, are closely related to fashion trends.
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