Diamond jewelry online mall system planning plan

1. Current status of the development of online shopping malls in my country’s jewelry industry

 

According to data from the National Bureau of Statistics, China's jewelry sales in 2007 were 180 billion yuan, an increase of 29.4% over the previous year, making it the third largest consumption hotspot for Chinese people after housing and cars, of which diamonds accounted for 1/ 3. The entire industry scale is about 50 billion a year, making it one of the largest diamond markets in the world. At present, the total market share of the top four major competitors in the market is less than 8%, which shows that the market development potential is huge. The diamond market is mainly concentrated in the wedding market and diamond jewelry consumption. Our marketing strategy will also mainly focus on these two areas. Specific marketing strategies include: user database marketing, in-depth exploration of community marketing, search engine optimization and marketing promotion. (Including Baidu bidding ranking, Google AdWords keyword advertising), BBC multi-channel promotion and marketing, CBD office experience center, Diamond Love Action, wedding market target marketing and jewelry TV online shopping, etc. 1.3 Brief analysis of business model - B2C retail + asset-light is different from online videos and social networking sites. B2C does not have the problem of burning money in the early stage. The essence of B2C has not changed. It is still selling things and needs to satisfy customers. It is essentially a retail enterprise. , so it can directly generate positive cash flow. The characteristics of asset-light are: no large fixed assets, the company's core capital is mainly human resources, the business model itself can generate large cash flow, small inventory, and the distribution system is outsourced. Similar to Dangdang.com, the problem of overburdening enterprises with complex logistics systems and inventories has been effectively solved. The main support for us to move lightly is our accumulation of upstream and downstream diamond supply chain integration. We currently directly control the upstream high-quality diamond suppliers and diamond exchanges, coupled with the strategic support of well-known jewelry processing manufacturers and the fierce competition in the inlay processing industry, The design and processing of diamond jewelry can be completed at a very low price, and online payment and logistics distribution can basically meet market demand after years of cultivation. There are tens of thousands of jewelry companies in China, but very few have established jewelry online mall websites. According to IDC statistics, there is a certain gap between my country's jewelry industry and foreign countries, but this also shows that my country's jewelry industry contains a lot of business opportunities. How to use e-commerce platforms to help the jewelry industry? It has become a hot topic for people in the industry. It is understood that in 2000, my country's information industry achieved remarkable results, and the construction of the three major e-commerce networks developed by leaps and bounds, providing a good foundation for the construction and development of jewelry websites. At present, the ways in which jewelry companies in my country carry out e-commerce generally fall into the following categories:

1. Establish a comprehensive jewelry "portal" website. This type of portal website is established for the large-scale jewelry industry such as Sina and Yahoo. The purpose is to provide manufacturers and customers with various jewelry information and promote their own website by increasing their visibility. In addition to jewelry introduction and online direct sales, these jewelry websites also set up members areas, expert forums, personal visits, exhibition reports and other columns, which allow users to get a lot of information about jewelry from the website, and are conducive to various jewelry manufacturers and customers. Publish your own information in a special area on the WEB page. The characteristic of this type of jewelry website is that the jewelry information is diverse and the update speed is very timely and accurate. When users browse the website, they will not see repeated information every day. Users are happy to browse, which invisibly increases the popularity of the website and brings benefits to the companies that open the website. market that cannot be estimated in the future.

 

2. Establish a website with business characteristics or brand jewelry. We can divide this type of jewelry websites into two categories: one is that jewelry companies and individuals operate one or several types of jewelry on a small scale online in order to obtain online customers in a timely manner. In reality, they do not have physical stores. , they only do online e-commerce business. The other category is those large-scale jewelry that are already very famous in reality. They carry out e-commerce to save costs and to cater to the needs of the times. This type of website mainly promotes itself on the website. They are not entirely supported by online business. Online business is only a part of their entire transaction.

 

3. Use online shopping malls for marketing. You can find many jewelry stores on eBay, Taobao and other websites. Jewelers buy a "store" from an online service provider, just like buying a container in a department store. This type of online products relies on the famous online electronic "department store". After entering the "department store", manufacturers do not need to advertise themselves or maintain all aspects of the website themselves, which minimizes the cost that manufacturers spend to promote their own online stores. .